Scene drive, young people support the 100 billion gold consumer market

Young is becoming more and more consensus. Whether it is an old name or a new brand, they are catching up with "young". The "2021 China Gold Jewelry Consumption Survey White Paper" shows that the main development of domestic gold jewelry consumption has developed in the direction of youthfulness. Among the current consumer groups, the 25-35 -year -old population accounts for 75%.

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China Gold Jewelry Gu Xiaoqian | Text

Chow Tai Fook Heritage Series

01

Gold jewelry "age reduction" general trend

Why is you young? Obviously, this matter is not idle.

The most direct benefit of youth is the life cycle of extending products and brands. Compared with the emerging Internet, beauty and other industries, the golden jewelry industry has always given impression that it is relatively traditional, and there are even some closed and conservative. On the one hand, the previous golden product styles are relatively old. Although they are very popular with middle -aged and elderly groups, young people who are supremacy of "face value" are not attractive, and they are often called "vulgar". On the other hand The price of the product is expensive, and many young consumers who have just entered the society are discouraged. With the change of the market, young people are becoming the main force of consumption. When the established customer group is old, the main consumer in the market becomes another group of people, whether it can still maintain the competitiveness of the product. The right question. The younger the consumers owned, the longer the life cycle of products and brands running through. It is likely that if the company wait for the young consumers to be the ability to become a target customer, they are already in the embrace of other brands.

At the same time, as the current active group and the most important participants, young people are more likely to create influence. They are brave to express and are good at spreading. Their love and disgusting brand will amplify through the Internet. Therefore, closer to young consumers is a wise move to enhance the brand's influence and reputation at the same time. The relevant person in charge of Chow Tai Fook told reporters that young people with a beautiful and positive attitude of life at 20-35 are the important target consumer groups of Chow Tai Fook inherited. They belong to the young elite class and play a positive role in the society. Life standards, advocate a unique style and taste.

Chow Tai Fook Inheritance Series Bracelet

02

Scenariasis driver gives a reason for the transaction!

Scene drive, simply speaking, is to create a scene experience for consumers. It can be said that the scene has given a reason for the transaction. At present, many brands in the industry have made good demonstrations for the industry with practice.

For the gold jewelry brand, sceneization can be achieved from two aspects, one is scenario -based research and development, and the other is scene marketing.

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Make products that meet the needs of young people

Products are the support of the brand and a link between consumers. In the future, consumers under the age of 25 will gradually carry the banner of gold jewelry consumption. If the product remains unchanged and has no innovation, you will not be able to talk about youth. The scene -based research and development of gold jewelry is reflected in the interpretation of consumer use scenarios, highlighting the central position of "people", and making products more in line with the needs of young people in all aspects.

There is a young consumer group with strong national culture, regarding the national tide as a new cultural trend and fresh consumption method. In the integration of traditional culture and modern trends, find a fit with their preferences. A few days ago, at the new product launch conference of Zhou Dasheng's extraordinary national tide series, Ren Jin, a master of Chinese jewelry design, introduced the scenario -based research and development ideas of the series. According to him, at the beginning of the design, Zhou Dasheng used precisely combing the functions and scenes of the product, and positioned the three product series of extraordinary national tide to position the target consumer group of 20+and 30+. National tide style matching, self -prize, relatives and friends gifts and other functional scenarios.

Ren Jin introduces Zhou Dasheng's extraordinary national tide product development ideas

Through more targeted and more subdivided products, it has won the favor of new consumer groups, not just a topic that a golden jewelry company is facing. During the interview, Zhou Dafu said that for the products of young women consumers, in the scenes of rewarding themselves and personal wearing, design is fashionable and simple, with both physical and easy -to -match attributes. Bracelets, bracelets, and rings are more popular. "This kind of quality Masterpieces and simple design are in line with their own consumption upgrade demands. "

②

Scenic marketing head brand busy "grass"

Digital marketing has become a vane of the transformation of traditional industries. In the digital age, the consumer decision -making link has undergone fundamental changes. The design of the corporate contact design has gradually shifted from offline to line, and from traditional media to key opinion leaders (KOL) and key opinion consumers (KOC) planting grass planting , New, scene marketing naturally turns to online.

In recent years, the grass planting economy has become windy. According to the data of the "The originator of grass" Xiahongshu 2022, the monthly active user of Xiaohongshu has reached 200 million, of which 72%are "post -90s" and more than 50%come from first- and second -tier cities. It is a very ideal consumer. The essence of promotion of Xiaohongshu is to scenarioize the product, use stories and feelings to give the goods a certain appeal, stimulate the interest of young people, tell the value of potential customer products, and stimulate the desire to buy. The wish of entering the shopping cart.

Before buying and buying, check Xiaohongshu before buying a lot of young people, especially one of the consumer procedures for women living in first- and second -tier cities, and Xiaohongshu has become the best of the gold jewelry brand to give the product "Amway" to young people. The booster. Take the most popular gold ornaments "Ancient French Gold" as an example. Searching keywords on the Xiaohong Book platform can find more than 100,000 grass notes,#以 以#'s Victoring volume exceeds 17.2 million times Essence Blog Call for Chinese Gold

Many buyers plant grass in Xiaohongshu to share their own purchases, wearing gold jewelry experiences, and favorite styles. "I do n’t know the golden fragrance, and the wrong thing to use gold as a common thing." Fashion blogger Nora_Moco shared his feelings of wearing Chinese gold Chengfu gold products on his homepage. "What surprises me is that there are many trendy models that meet the eyes of young people, completely subverting my traditional view of gold before!" In addition to wearing experiences, Nora_coco will also share with fans about gold jewelry.

Also inviting bloggers and masters to share the characteristics of wearing and displaying brand in the form of punching in the store, as well as recently set up a new store in Xi'an Sag. The Siege Store is the first direct -operated store opened by Caibai Jewelry in the Northwest, and it is also an important measure for Cai Bai shares to build a national brand. This time I walked into Xi'an with "Jing Weier", Cai Bai invited Anni sauce, twelve to sleep, and I couldn't wake up. Brand from the capital. These small and influential bloggers not only introduced the brand background and product concepts, but also demonstrated the wearing effects of products in a variety of scenarios, and harvested the praise and collection of many readers.

Blog Call Capital Paimai Jewelry Xi'an Store

③

"Yuan Universe" opens new marketing landscape

Each generation of young people has the characteristics of their era, and the brand's youthful way must keep up with the development of the times. Recently, the first Yuan universe conference held by Chaohongji in the jewelry industry has opened up the blue ocean field in the Red Sea with differentiated marketing. Through virtual interaction technology, it has achieved a new possibility of exploring scenario marketing in the commercial civilization of the Yuan universe.

At present, the Yuan universe is still a concept of continuous evolution and continuous development. However, although the concept of the "Yuan Universe" is open and open, one of the core concepts is to build a virtual world through technical means to allow people to immerse them. , Interactive experience between people and virtual characters, people and machines. Therefore, from this perspective, the Yuan universe is not a way of marketing marketing.

The conference "built" the brand's latest generation store in the virtual space -non -relics silk concept store. According to reports, the design inspiration of the entire concept store comes from the classic "jujube" pattern in China's non -heritage filament craftsmanship, which integrates traditional patterns into modern space design. Each set of furnishings and tables and chairs is carefully restored to build a brand new brand space. Brand director Lin Peixuan can even go directly to virtual shops for visit and introduction.

Entry -entered virtual interaction

Lin Peixuan, the director of the brand of Chahongji, and the glittering "walking" in the "Flower Silk Wind and Rain Bridge"

In addition, the press conference also brought the Treasure of Chaohongji Zhenbao Jewelry Museum, the largest existence and the most complete craftsmanship flower silk, and the flower silk wind and rain bridge. When the brand director Lin Peixuan and the virtual digital man "walk" on this virtual "flower silk wind and rain bridge", we can not only see the resonance of the current gold jewelry company and the tide of the times, but also move the inheritance and inheritance and inheritance of non -heritage filament craftsmanship and Innovation, Chahongji also harvested more than 1 million live viewing volume and more than 32.17 million private domain transaction volume (GMV) through this press conference.

Finally, the author wants to say that youth should be based on the characteristics, tone and development strategies of the brand itself. Young and complicated young people cannot simply describe it with several labels, and scene marketing will also encounter this problem. Refine the values ​​recognized and accepted by young people at the moment, meet consumers' needs of quality, values ​​and emotion, and dig more levels in the connotation of youthful. Vitality.

To verify the facts, convey the truth, and answer authority. New technologies, new trends, new views, new things in the jewelry industry, communicate with me!

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Edit | Wang Xiao Visual | Zhang Zongwei

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