With the rapid development of network communication technology, people's lives have become increasingly inseparable from mobile phones. Especially after the 90s, using mobile phones to access the Internet, watching WeChat, chatting, and brushing friends has become an indispensable part of everyday life. Mobile phones have broadened people's horizons, but they have also narrowed the scope of activities. People can stay at home without leaving their homes. Everything is done on the phone buttons. Intelligent phones make everything convenient and fast, and they have quietly changed people's lives. mode. Today's jewelry stores are facing a decline in sales, and new and old customers are gradually decreasing. The reason is that it has a great relationship with the micro-marketing of jewelry. In the face of the current situation, how should we deal with it as a physical store? Micro-marketing has brought about fundamental changes in the jewelry industry chain The rapid development of smart phones and WeChat has also led to the rapid development of jewelry micro-marketing. In Yunnan Ruili, Guangdong Guangzhou, Sihui, Pingzhou and other important national jadeite jade processing wholesale and distribution market, in the past, individual jewelry business merchants will do some knitting, knot art or cross stitch in the leisure time. Waiting for the craft to live and pass the time; now it is different, people are busy taking pictures with their mobile phones, editing pictures of jewelry goods, making pictures in a circle of friends, communicating with customers on WeChat, thousands of miles away, etc., all day long, they are too busy to be busy Also happy! An emerald ring attracts a lot of mobile phones and cameras The micro-marketing model of jewellery has directly involved the jewellery processing and wholesale merchants in the field of jewellery retailing. At the same time, it has also spawned a large number of wholesale sellers of jewellery micro-marketing - "shooters", most of whom are concentrated. After 80 or 90 in the country's major jewelry distribution centers, they do not need capital, but travel all day in the major jewelry markets, take photos of each household's jewelry, edit and organize, and then use the mobile phone in the circle of friends. Released out; At the same time, they are also actively developing the next-level WeChat jewelry agent sellers across the country, so that goods can be further radiated from the processing and distribution centers to the various sales locations across the country to achieve jewelry sales. The micro-marketing model of jewelry not only makes the value of jewelry more and more transparent, but also makes the traditional jewelry marketing industry chain face a situation of redistribution and shuffling. Selling jade wool can't forget to watch mobile phones In the past, the traditional industrial chain of jewellery was a one-stop process of “processing – wholesale – purchase – retailâ€, with a relatively clear division of labor, each doing their own work. Processing wholesalers wait for retailers to purchase goods at processing and wholesale gathering places. Retailers also travel to the major jewelry wholesale distribution centers in the country every year. However, with the emergence of jewelry micro-marketing, wholesalers are no longer waiting for retailers. The arrival of the company, but through the micro-business approach to take the initiative, the jewelry retailer's purchase can also gradually take the form of micro-business to purchase, which makes the traditional "wholesale" and "incoming" intermediate links gradually replaced by jewelry micro-marketing. In the Ruili Jade Jewelry Market, a jeweler who has been engaged in jade wholesale for many years told me that in the past, she only watched the store on time every day. There were more or less business, but they were all OK. At present, the direct sales of the store are getting lighter. On the contrary, the sales volume of micro-marketing has increased year by year! How to deal with the arrival of the era of micro-marketing of jewelry that everyone can't do without mobile phones? First, break the store marketing model of “staying in the hospital†and establish a marketing model combining online and offline The traditional jewelry store marketing is in the form of “station storeâ€. The requirement for employees is to do their job well. The scope of activities is limited to the store, waiting for customers to come in the form of “waiting for the rabbitâ€. However, for the era when people can understand everything without leaving home, the marketing model of “waiting for the rabbit†is obviously no longer able to meet the demand! It is necessary to adopt a more open marketing management model and formulate corresponding measures. In addition to selling jewelry goods on the counter, it is also necessary to organize the goods for photographing, text editing, online sales, and the combination of online and offline sales. Second, encourage shop assistants to carry out micro-marketing sales of the company's jewelry products. At present, most of the jewelry store marketing staff are 90, mobile phones have become an important part of their lives, the micro-marketing model of mobile phones just caters to their psychological pursuits and longings, and low start, low requirements, give them The operation has brought great convenience. Third, establish a jewelry micro-marketing platform The use of WeChat public accounts can greatly facilitate the promotion of jewelry companies and jewelry products. The jewellery company created the WeChat public account and organized a special team to write and publish the jewellery knowledge, jewelry culture communication and jewellery product promotion, which can quickly enhance the jewellery company brand image and increase consumers' awareness of jewellery products. Degree, so that more consumers can timely understand the company's latest developments and the latest product information, to achieve the purpose of jewelry product marketing. When conditions permit, it is also possible to further establish a company-specific APP mobile marketing software to specifically promote, publicize and market the jewelry company's brand culture and jewelry products using mobile phone clients, which is more targeted. Fourth, the establishment of jewelry customers WeChat group According to the customer information, establish a jewelry consumer group, and set up a dedicated management. With the establishment of WeChat group, you can use your mobile phone to communicate information, share results, exchange ideas, and let customers feel the existence of the company anytime, anywhere. The company can timely send promotional information, latest jewelry products, jewelry fashion styles and other information on the WeChat group. Customers can keep up with the latest developments in jewellery companies and enhance the exchange of information between jewellery companies and customers and between customers and customers. 5. Correctly handle the relationship between store management and micro-marketing Since micro-marketing is mainly carried out on the mobile phone network, it is impossible to see the real thing, and the value of the jewelry is obviously affected by color, texture, and enamel. It is often impossible to see the real effect by the picture alone, and the picture shooting and the color of the mobile phone display will be Make a significant deviation between the goods and the real thing. Therefore, despite the rapid development of micro-marketing, the store management of jewelry is still the most credible and reassuring place for consumers. The combination of offline and online, complement each other, can make the company develop continuously. All in all, in the face of the advent of the micro-marketing era, as a traditional industry, the jewelry industry needs to re-examine the situation that it faces, take advantage of the trend, keep pace with the times, constantly change its marketing concept, and change its “waiting for the rabbit†as “activeâ€. "attack", change "block" to "sparse", fully mobilize the enthusiasm of each employee, give full play to the strengths and advantages of jewellery micro-marketing, complement each other with store entity management, and take a two-pronged approach to do a good job in jewellery management; otherwise, In today's era of rapid development of information technology, if the traditional jewelry business model is still adopted, the strong jewelry company will also be expelled from the stage of jewelry. Rechargeable Hair Curling Iron Rechargeable Hair Curling Iron,Hair Straightening For Home Use,Fast Heating Hair Curling Styler,Travelling Hair Curler CIXI BAOFANLY ELECTRICAL CO.,LTD , https://www.cnbaofanly.com
How do jewelry companies deal with new changes in the era of micro-marketing?