In recent years, with the improvement of my country's national strength and economy, it has driven the national cultural confidence and cultural return. This generation of young people have shown that they love the country more and are more keen on buying domestic products. From the cultural and artistic level to the market consumption link, the rise of the national trend is unstoppable. Under such a trend, how can the jewelry industry stimulate the potential of young consumer markets, enhance their perception and identity of jewelry cultural and creative products, and promote the innovation and sustainable development of the jewelry creative industry?
On the afternoon of December 9, 2021, the Shenzhen Gold and Silver Jewelry Creative Industry Association (hereinafter referred to as "Bao Chuang Association") held a series of "Innovation-driven" activities - a public welfare training course "Jewelry Cultural and Creative Product R&D and Marketing Strategy under the New Consumption Trend". The event specially invited three industry celebrities from Chao Acer , Fenghui Jewelry and Ruidong Culture. From the perspective of different perspectives of jewelry brands, jewelry manufacturers, and cultural and creative developers, how do they interpret the research and development innovation and marketing of cultural IP and jewelry products?
Online picture
Cultural and creative IP products developed by Ruidong Culture—on-site interactive gift
Sha content
Wang Xiasha —Shenzhen Fenghui Jewelry Co., Ltd. Managing Director
Wang Xiasha first gave an example from the Huaxizi who has used the elements of the national trend well: As a consumer's perspective, a lipstick of more than 100 can be carved so exquisitely, and the brand feels very amazing from the product packaging to the overall product presentation. Fenghui’s team often visits and learns in other industries, from appearance to packaging to brand tone and product promotion, there are many things worth learning outside the industry.
Chinese traditional culture is profound and profound, but when we are doing cultural and creative jewelry research and development, we need to fill the gap between theory and practice. How to connect culture and market well, and to explore culture and extract value is also a very important key to cultural and creative products. Cultural and creative products should not just be the translation of symbols. The current scenes and current objects, and the products of modern people should also be linked to the aesthetics and life of modern people.
Teacher Wang Xiasha mentioned that from the perspective of manufacturers, they usually use technology to guide the design more, but when they are doing Silk Road projects, they spend more time thinking about the consumer group facing the product: What kind of people are they going to wear this product? What is the life manifestation of the product? What kind of scenario do you want consumers to wear this product? After accurate positioning, the market feedback was very good once the product was released.
Teacher Wang Xiasha also shared with everyone the use of colors in cultural and creative jewelry, the imagery and anthropomorphism of words, the elements and angles of intangible cultural heritage, and the students on-site took photos and took notes continuously.
Zhao Dong ——Shenzhen Ruidong Culture Development Co., Ltd. Founder
Teacher Zhao Dong entered the jewelry circle 30 years ago and walked out of the jewelry circle to make cultural and creative products 5 years ago. This time, we have brought us what we have felt and realized in the past few years.
10 years ago, Teacher Zhao Dong was exposed to cultural and creative things, and over the years he has also summarized a lot of experience. Speaking of IP application, it cannot be changed at will unless the structure is deconstructed or reorganized. In the design of product , can be used for both addition and subtraction.
When IP is combined with the product and produces chemical reactions, it will self-propagate and fission. On the one hand, it can increase product added value, on the other hand, it can expand the user group, and it is more suitable for multiple scenarios.
In marketing, it is necessary to prefer immersive marketing, understand the preferences and characteristics of jewelry consumer groups at different levels, and use cultural and creative elements to build scenes, distinguish yourself from the surrounding jewelry stores, and use differentiated soft decoration to touch consumers and attract corresponding consumer groups to enter the store.He also gave examples from Bear Claw Coffee, Starbucks , and 85°C, and explained how to transform one's own shortcomings into characteristics and then become a selling point through another expression method...
Teacher Zhao Dong's in-depth and easy-to-understand guidance has opened up a new direction of thinking for everyone, and the students at the scene raised their hands to ask for advice.
Lin Peixuan
——Chao Acer Jewelry Brand Director
"If intangible cultural heritage becomes intangible cultural heritage because it is out of touch with the market, then our greatest protection for intangible cultural heritage is to use the power of design to make intangible cultural heritage regain its market value. Only when there is market demand can it be passed down by nature."
Chao Acer has always hoped to inject new vitality into these traditional ancient craftsmen from a modern perspective and give it a new way of expression.
In 2020, Chao Auck Jewelry's first online live trend press conference was held at Chao Auck Jargon's Zhenbao Jewelry Museum; in 2021, Chao Auck X Tencent created two public-private domain linkage live broadcasts in the jewelry industry. Both live broadcasts have achieved extremely high market enthusiasm.
Teacher Lin Peixuan used cases to illustrate how Chao Acer did product research and development under the trend of national trends based on brand DNA, and how to give products the opportunity to become popular through integrated marketing. In the sharing of
, Teacher Lin Peixuan mentioned that Chao AG invited the new silk candy product developed by Zuo Tengda, an international designer, to be launched in Li Jiaqi's live broadcast room for one minute, and 8,000 pieces were gone in seconds. However, in the consumer survey questionnaire of Fir Fragrant Candy, the consumer feedback was mainly attracted by the novel and beautiful appearance and the cultural attributes behind it. The craftsmanship was actually a plus point, which surprised her a little at the time. So if you want to target a certain target group, you must have enough understanding of their consumption psychology.
The resources of an enterprise are very limited. In the long-term development, we must continue to reach our users through private domain , so that they can impress and interest in your brand.
is a cross-border joint brand. Because jewelry companies are relatively low-frequency in terms of exposure, we will consciously cooperate with industries with more high-frequency in exposure or companies that meet some time nodes and are in hot spots. Of course, when cooperating, you should also consider that there are relevant points in your brand genes. Use your own content and products to leverage other brands to achieve in-depth cooperation between the two parties. After promoting publicity and hype, the information is transmitted to our user group through private domain traffic. Next, we can continuously deepen our brand mark and travel through more cross-border joint brands.
In the fashion revival of traditional culture, what Chao Acer has done a lot in the past two years is to cooperate with some international brands or brands that already have a very strong oriental mark in the minds of consumers. For example, Chao Acer and Starbucks made a joint brand of the Silk Craft Star Card, jointly created a filament pendant chain with Hua Xizi, and a famous Soviet milk box with Tron, which is also deeply loved by the public.
During the interactive session of the event, the students asked questions and exchanged questions to the teacher, and the atmosphere on the scene was particularly lively and lively.
From the product itself to the packaging, it extends to the emotional resonance with consumers and social and cultural value. Every link is worth our continuous in-depth thinking. shared through three different perspectives: jewelry manufacturers, cultural and creative developers, and jewelry brands. We may have a different understanding of the combination of traditional culture and the jewelry industry.
Next issue of Baochuang Association’s “Innovation-driven” series of public welfare courses, which aspect do you want to hear most? Don’t forget to leave a message in the comment section of to tell us , see you in the next issue.
Organizational structure
Organizer: Shenzhen Gold and Silver Jewelry Creative Industry Association, Baochuanghui Designer Club
Co-organizer: Guangdong Chaohongji Industrial Co., Ltd. , Shenzhen Fenghui Jewelry Co., Ltd., Shenzhen Ruidong Culture Development Co., Ltd.
Support unit: Shuibei No. 1 Brand Jewelry Gathering Place, Baoyu Stone Weekly/Jewelry Industry Network
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