The jewelry industry in China is an ancient industry, which has experienced thousands of years of development history, and the development process of the whole industry can be described as twists and turns. Who can survive the "severe winter" does not depend on the current development scale, capital strength and talent structure of jewelry enterprises, nor on the current industry status, regional advantages and brand influence of jewelry enterprises, but on their development strategy and its implementation level.
Based on the development history and experience of other industries, this paper analyzes and discusses the present situation and future of China's jewelry industry, hoping to provide reference for small and medium-sized jewelry enterprises in China.
According to statistics, there are more than 5,000 jewelry enterprises and about 20,000 retail terminals in China. According to the definition of small and medium-sized enterprises in the Law of People's Republic of China (PRC) on the Promotion of Small and Medium-sized Enterprises, most jewelry enterprises in China are small and medium-sized enterprises at this stage, and most of them are small and medium-sized enterprises with weak anti-risk ability.
Most of the jewelry enterprises in China are labor-intensive enterprises with low added value of technology, and they survive by earning meager processing fees. With the introduction of the new labor law, the original irregular "low-cost" employment system basically collapsed. The increase in labor costs of 20% to 30% is undoubtedly fatal for those enterprises whose return on investment is below 30%. Needless to say, other crises are the immediate social security problem, which is already a huge crisis for those small and medium-sized jewelry enterprises that are producing. These can be proved by the closure of a large number of small factories in other industries. Another important issue of production enterprises is the copyright of product design. With the increasing awareness of intellectual property protection, it is only a matter of time before the production enterprises that lack R&D ability and make a living by copying editions perish.
Jewelry wholesale enterprises in the middle reaches of the jewelry industry chain are the most miserable and sympathetic enterprises in the industry. Not to mention that several wholesale enterprises that appeared out of thin air last year suffered from a broken capital chain. Even this year, some wholesale enterprises were postponed because of increased business risks and low profit margins.
In the past, a large number of goods sold on credit by wholesale enterprises have long been history, replaced by cash spot and daily settlement; In the past, the distribution of tens of millions of yuan per day has long been suppressed by high interest rates, and it has been replaced by the careful pursuit of "the best distribution quantity". It can be predicted that with the promotion of branding of production enterprises and the continuous improvement of distribution system of chain enterprises, pure wholesale enterprises will usher in a "dead end".
The crisis of jewelry terminal may be relatively small, and the slogan "decisive terminal" actually reflects the special value of jewelry terminal. At present, there are two modes of jewelry terminals in China, one is the counter mode of shopping malls, and the other is the specialty store mode. Nowadays, the competition of counter mode in shopping malls is increasingly becoming the patent of a few brands. Cartier, Swarovski, Chow Tai Fook, Zhou Shengsheng, Xie Ruilin, Diamond, Lukfook and Golden Supreme are basically dominant, while other brands are basically in the position of foil and ornament in shopping malls.
And the annual "changing the rules of the game" and unfair "second-class national treatment" will make this competitive situation more and more beneficial to those brands that are now in a dominant position. A large number of "national brands" will either find another way, or wait for death, or fend for themselves. Store model may be the mainstream model of jewelry retail terminal in the future, because this retail model has a high degree of autonomy and stability, which is very suitable for the steady development of brand chain enterprises.
At present, this kind of store management mode in China is still immature. With the rapid development of brand chain operation and the intensification of competition between chain operation systems, the store model will also face a huge test. For example, in the future, the conversion cost of specialty store mode will be higher and more difficult, and with the advent of the information age, the risk of collapse of a chain management system is increasing, and it is impossible for any specialty store to be immune to the crisis of headquarters. Although the exclusive old shops will not encounter the disaster of "fish in the pool", the survival and development of the exclusive old shops in the era of brand building is also very worrying. Not only that, but now the polarization of consumers is becoming more and more serious, and the new social problems brought about by this polarization between the rich and the poor will spread to the jewelry industry sooner or later. As we all know, the "spindle" consumption structure is more conducive to the development of an industry than the "dumbbell" consumption structure, and this situation may be more and more difficult to maintain now.
Enterprise management is like sailing against the current. If you don't advance, you will retreat. Working hard and focusing only on the present is easy to fall into crisis. As the old saying goes, people who have no long-term worries will have near worries. If an enterprise doesn't see clearly its industrial development direction, understand the objective changes of its business environment in time, forge ahead and actively innovate, it can't last forever, especially in today's globalization.
At present, China's small and medium-sized jewelry enterprises must face the following problems: changes in the macroeconomic environment, rising labor costs caused by the new labor law, violent fluctuations in international and domestic gold prices and high inflation, as well as large-scale invasion of foreign powerful brands.
Moreover, enterprises have to face the problems of their own survival and development, such as strategy, products, marketing, management, channels, brands, culture, talents, etc. These problems are strangling enterprises and keeping decision makers awake at night. Crisis is always accompanied by opportunities. When the whole industry is about to be integrated, if we can follow the trend, find out the development direction of the industry and formulate the development strategy suitable for the enterprise itself, we can also make small and medium-sized enterprises stand out and become the leader in the industry.
First of all, production-oriented jewelry enterprises can choose the development mode of specialized production, which can also be called the centralized production strategy of a single product or service, although it is impossible to test the water terminal like Baitai Jewelry. For example, produce some unique products and be king in the segmentation field. At present, the products of some enterprises have certain characteristics or are in a leading position in a certain region. If these enterprises can seize these advantages and become bigger and stronger in a subdivision, there is still a chance for further development of production enterprises, but they should increase investment in production research and development and fully cooperate with some international institutions and domestic industry organizations.
Subdivision into Wang He, with the help of development, can be said to be the first choice for the development of production enterprises, extending downward to participate in wholesale and retail, and horizontal development of multi-category production, with a slim chance of success.
Secondly, jewelry wholesale enterprises must actively change the current profit model. More and more mature manufacturers' exhibition hall wholesale and online edition rooms, as well as the distribution centers of chain brands, will gradually weaken the status of wholesale enterprises. Wholesale enterprises can't develop and grow in the gap between upstream and downstream, so they must change their business strategies in time. The best transformation trend of wholesale enterprises is to develop themselves into regional brands, or to be a regional distribution center for domestic strong brands. The former's development strategy can also be said to be a vertical integration strategy, which requires a certain amount of pre-brand promotion investment; Because the latter takes the overall transformation strategy, the future is likely to be the wedding dress of a strong brand, but both schemes are better than being forced to transform or close down. Although it can't be said that wholesale enterprises are products of stages, the living environment of wholesale enterprises in jewelry industry will definitely get worse and worse, and their survival and development will become more and more difficult.
Finally, it is the only way for the terminal jewelry enterprises in the retail position to join a chain management system with development potential and build a strong local brand according to local conditions. Chain operation is definitely the main terminal operation mode in the future, and the store mode is the first choice for chain operation. At present, the pattern of domestic franchise chains has not been fully formed, and the future prospects of brand counters and small specialty stores in a large number of second-rate shopping malls are worrying. With the attack of strong brands with large and medium-sized specialty stores as the main channel mode, the development of small and medium-sized enterprises with unstable foundation will be greatly restricted. Let's take the large-scale specialty store model of Liuguifu Jewelry as an example. When we arrived in a city, we chose an excellent location to open a large specialty store. The investment scale is basically between 4 million and 5 million, and the lease period is as long as 5 to 8 years. Obviously, such brand stores have strong anti-risk ability and great potential for future development. Coupled with exquisite decoration, strong marketing and excellent product service, large specialty stores can easily become local leaders.
"Choice is more important than hard work". At present, China's small and medium-sized jewelry enterprises have reached the time when they need to make an immediate choice. Any waiting and hesitation may lose opportunities and lead to disaster.
Whether in the upper, middle and lower reaches of the jewelry industry, the competition in the future is absolutely cruel. Only by choosing the development direction of the enterprise as soon as possible, formulating a scientific development strategy and unswervingly implementing the established development strategy can we really get out of the predicament of struggling for survival and truly usher in the opportunity of great development.
According to statistics, there are 500,000 enterprises registered in the United States every year on average, and less than one thousandth of enterprises can be promoted to medium-sized enterprises, or stable enterprises. /kloc-among 0/000 enterprises, 999 basically disappeared below this level, 95% went bankrupt within three years, and the rest remained in the ranks of small bosses forever.
The Blue Book of China's first report on the development of private enterprises, released in 2005, said: In the past 20 years, there were nearly 6.5438+0.5 million new enterprises in China every year, and the number of dead enterprises exceeded/kloc-0.0 million every year. 60% of private enterprises went bankrupt within five years, and 85% died in 10. The average life span of private enterprises in China is only 2.9 years.
This is a harsh reality, and small and medium-sized jewelry enterprises in China can't escape this fate. At present, China's market is becoming more and more open, and the characteristics of global integration are becoming more and more obvious; Market competition is becoming more and more fierce, and opportunities are getting less and less; The technological innovation speed of enterprises is getting faster and faster, and the operating costs such as labor are getting higher and higher; In the current situation that consumers are becoming more and more mature, if enterprises do not have in-depth and systematic strategic thinking, and if enterprises do not have a development strategy that keeps pace with the times, enterprises will not talk about development, and even their survival will become a problem.
The jewelry industry in China has always been regarded as a sunrise industry, and now it seems to be developing in this direction. However, with the decline of China stock market, rising prices of energy and raw materials, inflation, depreciation of US dollar and tightening of monetary policy, it can be predicted that the integration of jewelry industry will accelerate, competition will intensify, and the profit rate of enterprises will face the test of rising costs and increasing the difficulty of credit financing. There is a hypothesis: if these unfavorable factors exist for a long time in the future, where will the jewelry enterprises that have not yet grown up go?
It can be seen that the fierce competition in any industry will undoubtedly make a large number of brands without core competitiveness die out, thus improving the concentration of brands and promoting the overall upgrading of the industry. Therefore, if Chinese jewelry enterprises want to break through in the fierce competition in the Red Sea, they can only create excellent brands and enhance their core competitiveness through innovation and development.