After the Revolution of 1911, China experienced a period of warfare between large and small warlords. What is the Gui system, the Cantonese system, and the Sun Chuanfang, Wu Peifu, Duan Qirui, etc., according to one side of the mountain as the king to kill each other. Later, with the Northern Expedition of Chiang Kai-shek as the Commander-in-Chief of the National Revolutionary Army, the warlords of various roads were gradually eliminated.
From the melee to the unification, it is an inevitable trend for the group to compete for the big name. The same is true in the commercial wave. In the early stage of reform and opening up, the beverage industry and the home appliance industry all experienced the situation of warlord warfare, and eventually formed several big squads to divide the world. Li Dongsheng, Zhang Ruimin, Zong Qinghou, Liu Chuanzhi and so on have achieved today's results, but also killed all the way.
Looking at the current jewellery industry, a small non-essential accessory, there are more than 10,000 or even more brands in the country, and there are dozens of hundreds of surnames like Zhou Dafu. In contrast to mature industries such as home appliances and automobiles, we ask ourselves from the perspective of consumers. How many brands are we able to count on? Ten fingers can't be used. Consumers really don't need so many brands.
The jewellery industry pattern of warlord melee has the following characteristics:
1, low threshold
This threshold is not to say that the funding threshold is low, but that the qualification for admission is very simple. Take the money to Shenzhen Shuibei to turn around, a pile of signs waiting for you to join. Or get a signboard and hire a few girls to get some goods back and sell them. Basically, it is almost the same as having a few friends to open a breakfast shop.
The dry coal mine opened a jewelry store, and the real estate opened a jewelry store. The investment guarantees the Ponzi scheme and also opened the jewelry store. Anything that can't be mixed with other industries or that has no money to do is to make the jewels of this high-sounding industry.
2, homogenization
There are nine out of ten goods in Shenzhen, which are all the goods of Shenzhen Shuibei. You have all of me. If you want to independently develop and promote production, the general sales brand does not have this strength and ability. The original innovative products developed by the manufacturers will also be sold to each brand.
One car and another car can make a big difference in the engine, suspension, interior and even the sound system, but the small one ring, the difference between Zhang Sanjia and Li Sijia can be said to be very small and extremely Easy to copy and copy.
I dare to assert that most brands will die on the road to seeking brand promotion, and the market will not give you unlimited time to make you slowly get better.
3, local flavor
Since the ancient peasant uprising, it has not really succeeded. After Hong Xiuquan laid down a piece of the world, he continued to be the emperor of the king. This is the class limitation that is difficult to cross.
The boss pattern is the corporate ceiling. The current owner of the jewellery industry, most of the peasants, took advantage of the spring breeze of the early reforms, and believed in the concept of success in the early days of reform and opening up, relying on the courage of money, and ignoring culture, rules, feelings and even technology and trends.
Therefore, you can see from the image of the store alone. The more the golden brilliance is red and the green claws, the more the soil is scum, because they are used to earning money in the hustle and noise.
4, workshop style
Workshop-style operations rely on family and friends, not modern management. Small and medium-sized jewelry companies with serious shortage of culture and system are like rivers and rivers.
The owner of the workshop-style operation is generally omnipotent and personally involved. In their eyes, the employees are divided into two types, one is their own relatives and their own, and the other is the slave who spends money. Small workshop-type enterprises are destined to attract and retain outstanding talents. It is okay to retain the old fritters and just graduated from the white, and the real talents can't bear the wings being broken. What can be played without the support of human resources? Counting on the village's three aunts and two scorpions, everyone has a peaceful family atmosphere, including a dumpling to eat a hot pot can be very lively, want to practice a full-fledged regular army, difficult, unless you are Li Ka-shing.
5, the price war
In the low-level competition pattern, people tend to be short-sighted, and various low-price promotions that do not change the medicine are filled with the jewelry market. It is a sum to make a profit, which is how it looks in the future, a short-sightedness caused by the pursuit of immediate interests, let the price Promotions are raging in the market.
Modern young people, even if the assets that do not deposit deposits are not assets, people don’t care if you fake the discount. In order to pack free laundry liquid paper, in order to take advantage of such a small price, the old man who has chosen to go to the age of grandson has already arrived at home, and it is not them who master the wallet in the future.
6, old teeth
Speaking of the backwardness of marketing concepts and means, summed up in one sentence is to use the soldiers of the Qing Dynasty to fight modern jealousy.
If you do not drain the tide, you will be beaten to death by the tide. In the era of mobile Internet, the main battlefield of marketing is on the mobile phone. However, the status quo we have seen is that the DM is holding a brand and holding a square dance sound to make a DM advertisement on the street... If you are next to the erhu "Two Springs Reflecting the Moon" It’s just plain. This is the status quo of many jewelry companies in the low-level competition.
I don't know who I am, I don't know where the customer is. I can only use the artillery to fight the flies and blow up the advertising techniques. The big screen car runs through the street and the street is full of traffic. Everything is in the air.
It will take a long time to be separated. The situation of warlord melee will definitely be ended by a powerful revolutionary army.
When Mr. Zhongshan ended the millennial monarchy, Jiang Zhongzheng packed up the various warlords and led the Kuomintang to take the top spot in the country.
Every political party must have his policy agenda in order to win the trust of the people. This program is like the brand positioning of corporate brands. Mr. Zhongshan first proposed the Three People's Principles, democracy, civil rights and people's livelihood. It is not advanced, but it is too advanced in the era of devastation. Later, it became the new Three People's Principles of "joining Russia, joining the Communist Party, and supporting agricultural workers."
In contrast, from the marketing point of view, Comrade Mao Zedong’s “land-breaking field†is more precise and more targeted, and it completely captures the pain point of the target customer he wants to fight for. Therefore, we won the support of the broadest masses of the people and finally settled down.
The word pain point is being smashed, but many people still can't catch it. For the jewellery brands in the melee, it is still a top priority to grasp the pain points of customers. This customer must be a young person, and a young person is the future. For the revolutionary army who is interested in surrendering the various warlords, as long as the direction is correct and the people are in the right direction, when the army is in the pressure, it is the day when the warlords are destroyed.
Who is the warlord of the grass-roots team, who is the Northern Expeditionary Revolutionary Army, who will only slogan, who can foresee the future direction of the revolution, the defeat of the king, the death of the deer, the dawn is emerging. What is the future, every step today is the future.
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