G'man jewelry moving steadily expanding retail channels
Begin in July this year, Ji AU jewelry in Shanghai, Chongqing and other cities to operate dozens of stores, the retail brand image of a comprehensive upgrade the terminal. Devastated the stock market, precious metals Market bewildering economic situation, the terminal of Kyrgyzstan League action has aroused widespread concern in the industry. What is the impetus
g'man jewelry retail expansion? Kyrgyzstan League action mean that this year there are an infinite life jewelry market? With these questions, "China Gold News" reporter interviewed Jewelry Co., Ltd. Shenzhen Ji Union Leader, has been this: "If you only concern the past few months the shop g'man speed, that you ignore fact: Kyrgyzstan League and retail for nearly 10 years of history, control the development of rhythm, slowly and surely is the Kyrgyzstan Union retail development strategy. "
Implementation of standardized management, the standard profit model
National retail jewelry industry, as the acceleration, directly managed retail outlets in the proportion of business sales rising, but the franchise is still a lot of business to open channels known, occupied the main means of regional markets.
Kyrgyzstan League is one of the few in the 21st century began the retail jewelry business in Shenzhen, one of the local community. Over the past 10 years, the changing retail market, had a lot of short-term profit as the fundamental purpose, to join the main means of enclosure door to open retail businesses, have tasted the greeting sent, the taste of defeat wall, while the lucky union Jewelry was first established it in retail started to operated stores and franchise stores both the development of channel strategy for the implementation of regional break-building, after the result of the development needs into the production and processing.
Today, Kyrgyzstan League has more than 100 retail outlets formed in Hunan, Sichuan, Chongqing, Shanghai and northwest regional focus, radial diffusion of the retail market to the national network and to an annual rate of 20 to 30% moving steadily expanding sources. Shenzhen jewelry industry to change the traditional extensive management to achieve strategic objectives of the enterprise constraints, in 2006, Kyrgyzstan Union to carry out the implementation of standardization strategy, the first state enterprises through the highest level of standards of good conduct audits to confirm AAAA level. In accordance with the "enterprise standard system" series standards, g'man developed quality, service, image and a series of standards to form a standardized management system, retail operations, to maintain the consistency of store and headquarters.
Later, as the company's fast-growing and increasingly fierce market competition, under the framework of the standardization system, the company developed a corresponding evaluation of market supervision and market the program, hundreds of stores across the country on a regular basis and strictly regional franchisee inspection, supervision and the training and effective maintenance of a national marketing strategy implementation, a single store profitability has steadily upgraded g'man growing reputation across the country.
Respond to the market, integrated marketing power terminal
2008, the sub-prime crisis, inflation, tight monetary policy and a series of financial "accident", the first time that the gold jewelry market can not operate independently from the macro. Fluctuations in commodity prices, depressed stock and property markets, long-term interest rates below the inflation rate, gold confusing situation, jewelry market is not plain sailing.
Macroeconomic fluctuations, to the terminal process of the industry created some obstacles. Therefore, the lucky union movement in recent months, but different. In this respect, Kyrgyzstan Union's explanation: fluctuations in the economy has not undermined g'man Chinese jewelry consumer confidence in the market. For businesses, the brand image is the appearance, size is the physical entity, product innovation and management innovation is the twin-engine, if coupled with marketing and dissemination of these wings, the brand will fly high.
Although between July to October up shop frequently, but in reality, Kyrgyzstan League 2008, the rate of expansion channels are still controlled at 20% and 30%. This is a lucky union that meets brand, but also has some speed stability.
In the expansion process, the Kyrgyzstan Union to Direct channels and distribution channels to go hand in hand in the way of franchise, and including the wholesale, including franchisee Cooperation Partner resources on complementary advantages, mutual benefits, to maximize the interpretation of Kyrgyzstan League brand. In addition, during 2008, based on full market research, Kyrgyzstan Union will fully upgrade the retail brand image, and further establish and improve the high-end fashion brand, operating system g'man retail is becoming more mature and improve.
The other hand, the product, continued innovation and marketing model, Kyrgyzstan League developed a targeted marketing strategy, gradually increasing the integration of brand communication efforts. At the same time, has launched a nationwide series of branding public relations activities to maintain and strengthen the brand image terminal.
Spare product, a solid brand foundation Terminal
No doubt that when the macro-economic problems, the majority of consumer behavior will be more cautious, jewelry as a non-necessities of life, the cold is a normal psychological response of consumption. Another part of the strong consumer purchasing power, their consumption would naturally tend to good reputation, well-known brand.
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