Talking about Marketing to Start China Diamond Market Paper Keywords: Marketing China Diamond Market Gold Leading Consumption Successful Case De Beers Emerald Culture Emerald Jewelry Industry Abstract: As Mr. Qingwu said in this article, the traditional jewelry industry in China is dominated by gold and jadeite, and diamonds are almost unknown. It is a big move to start the market demand for such an "unreachable foreign product". De Beers has done a very good job in starting demand and guiding consumption, and they have done a very good job because they are professional. We can learn and interpret it as a successful case of jewelry marketing, and we still have more markets to start, such as the traditional gold consumption market in China, the jade culture market and so on. The development of diamond industry in China can not be separated from the correct marketing strategy. It has gone through four stages: image marketing-classified marketing-product marketing-brand marketing, which has been guiding the diamond industry to maturity. 1. The traditional jewelry industry in China is dominated by gold and jadeite. Even after the reform and opening up in China, gold and jadeite still occupy an absolute advantage in the jewelry market. A small number of red and blue gems are sold, and diamonds are almost unknown. The retail of diamond jewelry is mainly sold in bank gold shops, friendship shops and overseas Chinese remittance shops. Jewelers engaged in retail only have a small amount of diamond jewelry. Because the market scale is uncertain, the jeweler's main business is the retail of gold jewelry, and the diamond industry itself is far from any marketing concept. At that time, De Beers made a tentative marketing investment in Xiamen, Fujian Province, put an advertisement for wedding diamond jewelry on Xiamen TV station, and published public relations articles in relevant magazines and media to introduce the origin and history of diamonds. Diamonds were quickly accepted by consumers with advanced consciousness, and they became the first consumers to own wedding diamond rings. These consumers played the role of silent propagandists. People gradually agree that diamond is a very valuable ornament, a very noble ornament and an ornament with special significance. Second, the "image project" created the basic trade of the diamond industry. After Xiamen's effective attempt, De Beers began to carry out large-scale marketing in the mid-1990s. The marketing strategy at this stage is to carry out overall marketing on behalf of the whole diamond industry, aiming at establishing the image of diamonds and improving the overall demand of consumers for diamonds. Taking the wedding diamond ring advertisement as the breakthrough point, the wedding diamond ring advertisement has been broadcast on CCTV and some important provincial and municipal TV stations, and the wedding diamond ring print advertisement has been published in industry magazines and mass magazines. The advertisement of wedding diamond ring has played a very good supporting role in the whole diamond industry and has become the foundation of the diamond industry. While conveying the "emotional significance of diamonds" to consumers, De Beers cooperated with the national diamond grading standard issued by165438+ 1 in May 1997 to conduct effective education. On the one hand, industry training is carried out in the industry, and the basic knowledge and sales skills of diamonds are trained for jewelers in major cities across the country. Nearly 5000 people have participated in the special training, which has solved the professional quality problem of diamond practitioners. On the other hand, through the distribution of 4C materials in stores and public media public relations articles, the history and legend of diamonds are introduced to consumers, and the basic knowledge of diamond 4C and the skills of diamond jewelry selection are evaluated, thus changing the concept that diamonds are "unreachable exotic goods". In this way, diamonds are no longer simple jewelry, but a gift of love that can express feelings. The establishment of national standards has established the credibility of diamonds and made consumers full of confidence in diamonds and diamond industry. All these have established the unique image of diamonds and laid a solid foundation for the further development of the diamond industry. 3. Classified marketing meets the needs of different consumer groups for diamonds. The 1990s witnessed a decade of rapid economic development in China. At the same time, consumers' demand for diamonds is growing, forming different consumer groups. In order to meet the needs of these different consumer groups, it is necessary to carry out classified marketing. According to the characteristics of China market, De Beers divided the diamond market in China into three categories: wedding diamond rings, ladies' diamonds and men's diamonds. The successful marketing of "wedding diamond ring" has made the concept that "diamond is a special gift to express love" deeply rooted in people's hearts. The ownership rate of wedding diamond rings in major cities is increasing year by year. The ownership rate of some more developed cities (such as Shanghai) is close to that of developed markets such as Japan. It has become a tradition in many places to give wedding diamond rings when getting married. The marketing strategy of "women's diamond ornaments" takes "diamonds express women's self-confidence" as its appeal, which links the lifestyle and taste of these modern women who are good at accepting new things with the brilliance of diamond fashion and encourages them to buy diamonds for themselves. Because of the wide promotion scope, the sales of "Lady Diamond Jewelry" has become the leading market of diamond jewelry in China. "Men's diamond ornaments" take "diamonds represent the success of men's career" as its appeal. However, due to the premature time, the market did not achieve the expected results. After nearly two years of promotion, it was withdrawn. Fourth, product marketing directly leads to market sales. De Beers' large-scale marketing has formed a basic pattern in the diamond and jewelry retail industry in China. However, because the diamond market in China is still in its infancy, the proportion of diamonds is still very small, and there are almost no marketing activities for diamonds. Some jewelers have started their marketing activities, mainly through price promotion, far from entering the real marketing field. However, consumers' demand for diamonds far exceeds the development of the market, and seasonal and fashionable personalized product marketing strategies are coming to the fore. 1999. For the first time, De Beers and 15 jewelers in Shanghai and Beijing jointly launched the "summer attraction" promotion activity with diamond pendants as the main products. A series of products with the theme of "summer gravity" have achieved great success, aiming at attracting young urban women to buy them. Later, the "True Color" series of female diamond ornaments, the "All the troubles brought by diamonds are incited" series of diamond pendant promotion activities, and the "Moonlight" series of Valentine's Day are all successful cases of product marketing with consumer demand as the main appeal, which have achieved good market benefits and promoted the further maturity of the diamond industry. Pinpi leads the diamond industry into a new era. After more than ten years of development, the diamond industry in China has formed a large-scale jewelry retail team. Although some national or regional brands have been formed in the retail market, their market coverage and market share are relatively wide. Due to historical and policy reasons, these brands have not yet had a brand image product positioning that is deeply rooted in the hearts of the people. The reason is "four shortages": the lack of diamond jewelry brands with considerable sales scale. At present, the market share of diamond jewelry of big brands is only about 1%, so it is impossible to organize large-scale marketing planning. Lack of effective marketing means. Market competition mainly focuses on the quality and retail price of diamonds, such as emphasizing the clarity grade and color grade of diamonds, which leads to the situation of "thousands of troops crossing the wooden bridge". Everyone emphasizes Vs_VVS clarity and H-I color, and the real discount space of the price is also limited. Lack of marketing professionals. Even if there is a good strategy, there is often no good professional planning and implementation. Lack of long-term comprehensive brand strategy. Jewelers often ignore the fundamental product positioning and brand building, and there is no long-term all-round strategy to protect them, which makes many activities either superficial or superficial and cannot leave a deep impression on consumers. At the same time, China, a huge market with 654.38+300 million consumers, has also attracted jewelers all over the world. In addition to some internationally renowned brands, jewelers in Hong Kong and Taiwan give full play to the historical advantages of the same ancestry and the geographical advantages of proximity, and fully display them in the mainland market. At this point, well-known jewelers in the Hong Kong Special Administrative Region have basically shifted their strategic centers to the mainland. On the one hand, the involvement of overseas famous brands makes the competition in the domestic market more intense. On the other hand, it also forces domestic jewelers to seriously think about the importance of successful marketing to the development of enterprises, and find marketing strategies suitable for their own development through continuous learning and exploration. In this context, in recent years, while expanding market share, many domestic brands have begun to try marketing methods at all levels, from TV image advertising to theme product promotion, from unified CI image to well-planned public relations activities, which have received good results. 6. Help domestic jewelers to establish their own brands in the future 20O 1 year. . DTC Diamond Trading Company formally undertook the diamond marketing work of De Beers Group in the global market. As a subsidiary of De Beers, its responsibilities-in short, one is to support the capable downstream merchants in the diamond supply chain and establish a strong brand image, so as to better "sell" diamonds. The change of DTC's status also indicates that it will play a new role in the development of China's diamond industry: it will not only devote itself to the overall expansion of China's diamond retail market as always, but also focus on helping domestic jewelers to establish their own brands. DTC thinks that in the field of high-end luxury goods, brands have extraordinary power, such as perfume industry and watch industry, which all lead the industrial development with brands. In a word, brand can bring brand-new to this industry. Perhaps it is a "qualitative" leap. In the future, brand promotion. DTC Diamond Trading Company will be divided into two levels in China. The first stage is the implementation of personalized product promotion strategy after market segmentation. Through the cooperative use of ready-made advertising materials, its marketing coverage will be further expanded to second-tier or even third-tier cities. At the same time, expand the extension of existing promotion brands, such as extending the concept of "diamond is a special gift of love" to the annual Valentine's Day gift series and wedding anniversary gifts on the basis of existing wedding diamond ring advertising and promotion. In the category of female diamond jewelry, we will continue to promote diamond pendants, encourage women to buy diamond jewelry for themselves, and drive the overall growth of the female diamond jewelry market. The second stage. Brand marketing strategy. Through cooperation with important jewelers all over the world, we will strengthen brand building and improve marketing, including providing professional training and providing professional advertising, publicity and public relations materials for jewelers. Encourage jewelers to participate in marketing activities. At the same time, the ready-made advertising materials of DTC Diamond Trading Company are used to help jewelers improve the advertising effect and marketing quality. Assist jewelers to establish a good brand image and enhance the core competitiveness of the brand. Assist jewelers to establish contact with upstream customers, develop products with their own brand characteristics, and provide marketing support for 1"7. In the next few years, China diamond retail industry will enter a period of rapid growth, and maintain an annual growth rate of about 65,438+00%. A group of competitive domestic brands will expand their domestic market share through conscious and effective marketing activities, and promote the sustainable development of the diamond and jewelry retail market in China. DTC is willing to make greater efforts and seek common development. Reference: /html/ Guan Lilunwen/Shi Changyingxiao/2010/0414192321.html.