During the six days of the CIIE (November 5-10), it really gave me an addiction. For six consecutive days, with an average of 15,000 steps per day, it can be said that I visited the Jewelry Pavilion of the CIIE (Hall 6.2). ) Every corner. Walking a lot, watching a lot, talking a lot, naturally I have a basket of thoughts I want to share with everyone. Especially during the transition from the CIIE to the Beijing International Jewelry Fair, some of the industry changes visible to the naked eye are worth arousing wider consideration by practitioners.
01
The live broadcast boom sweeping across the country The live broadcast boom swept by
has infiltrated every corner, and the CIIE is no exception.
During this year's CIIE, Internet celebrities from all over the world joined through live broadcast. Tmall International released the "Net Purple Avenue" plan at the China International Import Expo. More than 500 Chinese and foreign celebrities and Internet celebrities in 10 countries covered Taobao live broadcast, Weibo, Station B, Xiaohongshu, Youku, YouTube, Instagram And many other Chinese and foreign social media platforms. Two Internet celebrities, Wei Ya and Li Jiaqi, cooperated with the CIIE officials to become the "Recommendation Officials for Goods of CIIE" and opened exclusive live broadcast rooms.
For the first time, the Jewelry Pavilion of the 3rd China International Import Expo has set up a "Live Streaming Zone"-Integrated Service Center of Diamond and Jewelry Boutique. There are many live broadcast teams gathered here. The voice of the female anchor "on the link", and the professional explanation of the gentle voice of the male anchor is endless. "Sold out" and "Thank you boss" are heard from time to time, and it also makes people marvel at the sales force of the live broadcast. So scary?
Yes, it is so scary! The strong sales force of live broadcast is reflected in all aspects: in the past 11 days in November, the 24 anchors on Taobao's list contributed 18.83 billion yuan in sales, accounting for about 73% of the total sales of Taobao live broadcast that month. Kuaishou is also on par, with 21 anchors on the list this month, sales doubled from October, and cumulative sales contributed 6.21 billion yuan.
Taobao live broadcast data shows that from September to November 2020, the number of live broadcast merchants will increase by 220%, and Taobao live broadcast will drive over 4 million job opportunities. What's more interesting is that this year, more than 300 celebrities and 400 presidents entered the live broadcast room, and more and more companies began to "go straight."
02
The status quo of the color treasure industry
Jewelry live broadcast is in full swing, what is the situation of the color treasure industry?
1. The output of the major Caibao mining areas is blocked.
From November 5th to 10th, 8 international jewelry industry leaders, mining company presidents, and industry scholars visited the GUILD "Cloud Expo" live broadcast room and shared detailed and detailed information about the world’s major players. The output status of Caibao mining area.
Brazil
President of the International Colored Gemstone Association
Clement Sabbagh
"In 2020, the epidemic has dealt a certain degree of blow to the Brazilian colored gemstone industry, and output has slowed down. With the recovery of the global economy, the Brazilian colored gemstone supply chain is gradually recovering.
Expert It is believed that the Brazilian colorful gem industry will return to the right track in 2021, production will continue, and demand will rise. The supply of major gemstone categories will continue to rise."
Brazilian emerald rough
Colombia
Colombian emerald producer association chairman
Edwin Molla
Colombian emeralds President of the Import and Export Logistics Association
Guillermo
"With the arrival of the epidemic, the production of Colombian emeralds has been affected a lot. With the gradual control of the epidemic, many aspects of the Colombian emerald industry have basically returned to pre-epidemic levels, but cutting factories are still limited. There are many rough stones waiting to be cut, and the market is in short supply.”
Colombian emerald rough
Zambia
GEMFIELDS CEO
Sean Gilbertson
“Affected by the epidemic this year, the world’s largest emerald mine, the Kazim Mine in Zambia, has ceased mining from April this year until 2021 Mining will not resume until March of this year, which means that there will be no new Zambian emeralds produced in the market within 11 months.”
Kazim mine in Zambia
Mozambique
"The Mozambique ruby mine has stopped mining in May this year and will not be re-mined until March next year. This means that within 10 months, there will be no new Mozambican rubies in the market. Produced."
is worth notingWhat I mean is: in order to deal with the impact of the epidemic on the market, GEMFIELDS rough sales will mainly be conducted in the form of online auctions. The rough stones are first sent to buyers to see the goods, and then small-scale auctions are held online. Online remote auction of the field.
Mozambique ruby mine
Although GEMFIELDS will be closed for nearly a year, there is still enough inventory to meet the auction needs. When the offline rough auction resumes next year, the market will have a big demand.
India
Senior Consultant in the Indian Diamond, Gem and Jewelry Industry
Nirupa Bhatt
"Due to the impact of the epidemic, the government has taken many epidemic prevention measures since March this year and closed a large number of diamond processing factories. At present, 70% of the factories have gradually recovered to To meet the needs of the Chinese and American markets.
's demand for rough diamonds is currently basically maintaining a balanced supply-demand relationship, and cutting factories can basically find the rough diamonds they need." Affected by the epidemic, there was basically no gem production in Sri Lanka from March to June this year, and there has been some recovery since June. Before the epidemic, Sri Lanka had a large number of gems from African mining areas, but due to the epidemic, the current production and mining activities in Africa have declined 80%, the import volume of rough stones has dropped by 60-80%. The two major gem processing and trading centers in Sri Lanka, Colombo and Beruwala, have been greatly affected. The market has been closed before, and it was only opened 10 days ago. The overall transaction A sharp decline. Local companies have also tried to sell diamonds on various online media, but the customer unit price is still concentrated between 1,000-2,000 US dollars."
Myanmar
Myanmar famous gemologist
Kyaw Thu
"Many mining licenses in Myanmar are in 2020 It is over. Coupled with the impact of the epidemic, the Myanmar market is currently very quiet and transactions are not active.
Many merchants try to sell goods through WeChat. WeChat markets exist in Bangkok and Mandalay. Buyers are mainly from China. It’s not a big deal. It’s mainly commercial-grade gemstones. Very expensive stones are difficult to trade through WeChat."
2. Inventory challenges caused by procurement difficulties
In the past, the industry often talked about "inventory" and changed its color, and regarded it as a monster . But when the supply of goods is tightened, the inventory has become the company's pinnacle. There are many variables in the production and operation process, such as quality fluctuations and quantity changes, including the diversity of supply and delivery options.
The
inventory of CIIE exhibits can buffer these variables to a certain extent. When these situations occur, the inventory can be topped to ensure the continuity of business operations. In support of sales, production and processing, as well as the normal operation of the enterprise, inventory plays a very important role.
Expo exhibits
From 2020 to 2021, the frequency of mining activities in major mining areas has plummeted, which has hit the domestic market in the middle and lower reaches of the industrial chain. "No mining, less wholesale, difficult to sell" is becoming a business problem encountered by domestic color treasure practitioners. It is not difficult to judge that "stable and reliable procurement channels" will become a problem for practitioners to focus on in the coming year.
3. The fastest to reach consumers
will panic if there is no inventory; if there is no sales, even panic.
Watching live sales are in full swing, but offline sales are getting harder and harder. It's fake to say it's not urgent. Especially in 2020, when the pressure of competition is intensifying, it will basically Game over if consumers are not reached.
In the short term, the per-customer price and after-sales service of live broadcasts cannot be comparable to those of physical stores, but who can be sure what will happen next year and the next year?
When consumers buy products of the same category online and offline, their consumer attitudes such as experience and trust are completely different. Therefore, for brand owners or retailers, balancing the online and offline product mix is the key to success.
For brand owners, there are different ways to combine products. They can try to launch "online exclusive models" to strengthen their product differentiation.
Designed exhibits
In addition to product differentiation, different online and offline marketing strategies are also crucial. Different online and offline consumption scenarios have promoted different consumption goals and needs. The stylization and personalization of
online need to be stronger, which is convenient for consumers to identify; Offline pay more attention to the sense of ceremony and consumer experience. There is a very interesting saying in
: "Those who can enter the jewelry store have real needs, just see if you can find them."
03
Thinking from CIIE
During the CIIE, domestic and foreign exhibitors gathered together, and people deeply felt the unique views and efforts of domestic and foreign practitioners on the Chinese market.
KGK China General Manager
Ma You
"The Chinese market can be said to be the most dynamic and potential market at present, and we hope to cooperate with more Chinese companies in the future."
KGK CIIE exhibits
Qitai Jewelry General Manager
Tan Fang
"The acceptance of rubies by domestic consumers is better than other colored gemstones, especially high-quality rubies of small carats. In addition, in recent years, rubies have gradually become Chinese as wedding rings. It’s popular in weddings.”
Qitai Jewelry Expo exhibits
Shuyu Jewelry General Manager
Chen Chuan
“Consumers in the domestic market are becoming more and more professional and their aesthetic ability is getting higher and higher. It is a test, and it is certain that innovative companies will have better development prospects."
Shu Yu Jewelry Expo exhibits
Swissdiam Marketing Manager
Yu Jia
"Domestic consumers first consider when choosing colored diamonds. It’s color. When the budget is sufficient, factors such as clarity will be considered. In China, especially high-end consumer groups, the demand for pink diamonds is increasing.”
Swissdiam, the director of
jewellry Pro, “diamonds of different shades,” Popular in the domestic market, including very rare blue diamonds and green diamonds, and pink diamonds and yellow diamonds of different color grades. Pink diamonds of various colors are very popular. Relatively speaking, orange-pink is very popular because of its bright color and price. Higher.”
04
Breakthrough in the jewelry industry
In the first half of 2020, we were caught off guard by the new crown epidemic. Relying on the country's strong epidemic prevention capabilities and the continuous attempts of jewelry professionals, China has become the world's first jewelry market to recover. At the
CIIE, more than 400,000 professional buyers (all industries) completed nucleic acid testing and entered major exhibition halls. Their choices and needs are very representative.
1. Opportunities for small carat colored gems
At the CIIE, the popularity of small carat colored gems is gratifying. Based on design suits (necklaces, earrings, rings) and colors that are most acceptable to Chinese consumers, rubies and spinels became the most inquired categories during the exhibition. The unit price of
is also concentrated in the range of 15000-20000, whether it is live or offline sales.
2. The first market to recover will usher in the "Era of Opportunity"
Indeed, the jewelry business in 2020 will be difficult. As we continue to seek new outlets, foreign jewellery companies and brands covering all links of the entire industry chain are focusing on the Chinese market. The recovery of domestic consumption power and the rising market potential are seen by everyone.
Many foreign companies have begun to seek broader and deeper cooperation. Cooperation based on processing technology, innovative design, and source procurement has become more likely. This is also an opportunity for Chinese jewelry companies.
Designed exhibits
Director of the Italian Jewelers Association
Francoise
"Chinese consumers are very fond of jewelry with special patterns and special designs. Italy is very good at making all kinds of jewelry and can meet consumer needs. At the same time, China is currently the largest One of the consumer markets in China, I hope that Italy and China will have more exchange programs, and there will be many places to deepen further cooperation in the future." The Italian Pavilion at the third CIIE exhibited exquisite shell carving jewelry
3. Professionalism Purchasing awareness and ability to capture trends
The more chaotic the market, the greater the opportunities it contains, and it also requires more professional knowledge to support it. Despite the raging epidemic, the sales and business operations of a small number of jewellery companies have not been greatly affected, but have risen against the market.
This is mainly due to the purchasing awareness shaped by the professional level, "the inventory is sufficient, the stronger the ability to deal with risks", whether the inventory is good or bad, it will be successfulBoth the financial pressure and the development basis are due to the high quality of the raw materials brought by professional procurement.
High-quality Paraiba tourmaline exhibits
's "premium raw materials" judgment level is not entirely based on gem quality, but on whether it meets market demand. With the improvement of industry education, ordinary consumers gradually have a certain degree of professional aesthetics, and the measurement of color, clarity, and carat number is no longer so single. When we think about channels, we might as well improve our professional level to deal with the unknown pressure from the external environment.
4. Two-way choice online and offline The choice of
channel is also very interesting, not a single choice question online or offline. Online channels have large traffic and high consumption frequency, but the per-customer price, drainage costs, and operating costs are also inevitable pressures; offline channels are more stable, testing procurement capabilities, paying attention to service levels, and maintaining customer relationships. Whether it is online or offline, or a two-pronged approach, the quality of the goods, the professionalism of the seller, and the demand guidance at the marketing level are all top priorities.
05
The upcoming Beijing Exhibition
On the day of the end of CIIE, I saw many exhibitors directly package their exhibits and send them to Beijing to prepare for the upcoming Beijing International Jewelry Fair. Here, we also try to look at the Beijing Exhibition from the CIIE to see what new opportunities there are.
The cluster effect brought by the 2019 Beijing Exhibition
Comprehensive Jewelry Exhibition
Beijing Exhibition is the most influential comprehensive jewelry exhibition in the northern market, which can reflect the consumption trend of the domestic market to a certain extent. The majestic demand in the northern market is also the reason why jewelers are reluctant to give up day and night.
is based on the exchange of peers in the national market. Everyone's industry views and enterprise attempts are different, and multi-angle discussions are more necessary in the current market environment. Before we go to the Beijing exhibition, we can ask ourselves a few questions:
1. Why should I go to the jewelry exhibition? See the product? Look at the design? See the craft? Look at the new retail model?
2. What do I want to gain? How can I get it?
3. Who should I team with? Is it possible to divide labor and cooperate, each person has a different focus, and finally collect everyone's perspectives and share different gains?
Finally, I wish you all a rewarding return!
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