1. Mature chain store operation management mode to build terminal network.
Zhou Dasheng's self-operated stores and dealerships can develop so vigorously, thanks to the mature chain operation mode. Before opening the door to distribution, Zhou Dasheng had industry experience in operating and managing hundreds of self-operated stores and marketing management teams across the country, and formed a mature chain store operation mode integrating marketing management, sales management, fund management, logistics management, information management, channel management and customer service management.
2009 China Jewelry and Jade Jewelry Guide
Zhou Dasheng is very strict in selecting dealers, and has a set of corresponding means to evaluate and test the qualifications of dealers. Chow Tai Sang Jewelry will give chain stores a set of management methods to help them get on the right track quickly and make profits quickly. Provide different store opening standards and support means for dealers with different qualifications. During the operation of the chain operation system, Chow Tai Sang Jewellery will guide, inspect and supervise individual stores, and provide appropriate means to turn losses into profits when circumstances arise.
2. Layout the secondary logistics center to penetrate the regional market.
The continuous expansion of chain scale puts forward higher requirements for the whole logistics system of the company. In order to consolidate and penetrate the regional market, at the beginning of 2009, the company put forward a plan to establish a logistics network and set up a secondary logistics center in key areas. Ten secondary logistics centers have been set up in Beijing, Xi, Chengdu, Zhengzhou, Wuhan, Changsha, Jinan, Nanjing, Hangzhou and Shenyang, which form a linkage network with the Shenzhen headquarters logistics center and radiate the whole country. By the end of 2009, all secondary logistics centers have been established.
The establishment of secondary logistics center will further enhance the influence of Zhou Dasheng brand in various regions and enhance its competitive advantage.
3. Strengthen brand building and form word-of-mouth effect.
The advertising investment of Chow Tai Sang Jewellery has increased year by year, and the advertising fee in 2009 has reached 40 million yuan. Combined with the actual situation in this region, magazines, TV, outdoor and other media advertisements cover different levels of people, so that more consumers can know about Zhou Dasheng and Zhou Dasheng. The company also organized and planned a large number of promotional activities, such as the national tour of "Dragon on Earth" and the purchase of Chow Tai Sang jewelry to win a European tour.
Zhou Dasheng continues to invest in public welfare undertakings. In July 2006, Zhou Dasheng officially launched the large-scale charity project "Millions of Diamonds for Light" to help cataract patients realize their dream of watching the Olympic Games together. In 2008, Zhou Dasheng donated an earthquake-resistant "Spring Bud Primary School" to children in Wenchuan earthquake-stricken areas through the China Youth Foundation.
On September 12, 2009, China superstar Lin Chi-ling signed a contract to endorse Zhou Dasheng, which shows Zhou Dasheng's determination to continue to enhance its brand image.
A variety of measures to win the goodwill and trust of consumers in parallel will ultimately benefit the terminal.
4. Pay attention to jewelry research and development, and break through the tight encirclement of homogenization.
In order to break through the tight encirclement of homogenization, Zhou Dasheng has made a lot of efforts in R&D and design. Zhou Dasheng is the first in the industry to launch "Jewelry Fashion Trend Release". At the end of 2008, the world was in financial crisis, and people paid more attention to the sense of value. In 2009, the trend in Zhou Dasheng took "nativism, romanticism and futurism" as the theme, looking for the return of the sense of value. The trend of 20 10 covers three product trends with the birth of a new order, which is inspired by the dramatic conflict in life under the financial crisis. However, people still have firm beliefs hidden in their hearts and full of beautiful expectations for the future to welcome the arrival of the new order.
5. Improve the training supervision system to promote * * *
With the vigorous development of chain commerce, the management of chain stores is closely related to the fate of jewelry brands. Zhou Dasheng attaches great importance to the self-development of dealers, establishes a perfect training system, and builds a pragmatic and efficient terminal training system in a planned, step-by-step and hierarchical manner. Zhou Dasheng has integrated resources, started the jewelry J-MBA (Master of Business Administration in Jewelry Industry) course in the industry, and invited famous business masters and training masters at home and abroad to give lectures. It has been held for nine times so far and has been well received by people in the industry.
From the development route of Zhou Dasheng, it can be seen that only when the brand establishes a feasible management mode and service guarantee system suitable for itself and ensures timely and efficient supply can the dealers unite under the banner of the brand. At the same time, taking the excellent and progressive brand culture as the brand banner and excellent communication and integration will make the jewelry brand culture represented by the brand deeply rooted in the hearts of the people, which will certainly enhance the dealer's sense of honor and accomplishment. Jewelry chain operation is still the mainstream of jewelry marketing in the future.
2009 China Jewelry and Jade Jewelry Guide