According to statistics, the jewelry industry in Wuhan is currently on the rise, with an annual growth rate of about 15%. In 2006, the sales volume of jewelry in Wuhan ranked in the top ten in China, and the sales volume per unit area of jewelry stores was at a high level in China. It is with such a large market space that many well-known jewelry brands at home and abroad have entered Wuhan. Internationally famous brands such as Chow Tai Fook, Xie Ruilin, Zhou Dasheng and Artini, as well as some domestic brands such as winning number, Lao Fengxiang, Bandung, Huayou and Chaohongji, make the jewelry market in Wuhan form a pattern of numerous brands and hegemony. Another significant change in Wuhan jewelry market is that the situation that big shopping malls have always stood out suddenly changed since 2004, with the emergence of specialty stores, Bandung Jewelry entered the Wulin area, the heart of Wuhan's business, Ruixiang Jewelry introduced the Italian brand "Medea" and added Shanghai Laofengxiang Jewelry Store. The total area of its three specialty stores exceeds the total jewelry area of five shopping malls in Jianghan Road. Large shopping malls and jewelry stores coexist, which objectively complement each other. The "cake" in Wuhan jewelry market is getting bigger and bigger, and the competition is becoming more and more fierce. (www.4oa.com, Zhongke Software Park welcomes your contribution) (II) Distribution of Business Circle At present, almost all jewelry brands in Wuhan market are concentrated in the Wulin business circle in busy areas such as Jianghan Road and Stadium Road, and the competition radius does not exceed 100 meters. For consumers, the time cost, transportation cost and physical cost of purchase are similar, so the choice is very flexible. For jewelry merchants, it is undoubtedly more difficult to compete for the same customer group in the same place. (3) Marketing mix strategy 1. Product strategy: judging from the products displayed in various stores, there is basically no difference in varieties and styles, and the materials tend to be unified. There may be differences in the eyes of experts, but I believe it is exactly the same in the eyes of customers. It is worth mentioning that there are a large proportion of colored diamond and shaped diamonds in Bandung's products. Diamond rings mainly deal in varieties with more than 30 points. The Medea store shows the best diamond ring with LC purity, while the Jade Legend deals in jade and jade, which is an effort to pursue product differentiation. 2. Price Raiders: Because there are too many jewelry products to collect and compare more product prices, I randomly found a 0. 198ct/I-J/VVS K gold diamond ring for comparison. The prices of various brands are roughly as follows: the winning number is about 4,000 yuan (actual price), Radisson is about 7,000 yuan (actual price), and Bandung is about 4,000 yuan (actual price). It can be seen that apart from the price gap of Radisson, the price gap of other brands is not large and fluctuates within a reasonable range. It is worth noting that, although most of the products in the winning numbers are sold at real prices, in the counter display, Bandung and Golden Brothers are sold at a discount, while the products of Radisson and Lao Fengxiang are sold at real prices. 3. Channel strategy: Influenced by consumers' traditional buying habits, the terminal form of Wuhan jewelry market is still dominated by shopping counters. In Wuhan Square, there are brands such as Chow Tai Fook, Zhou Shengsheng, Lao Fengxiang, Winning Number, Wan Hui, Millennium Star, Pubailin, Jade Story, etc. In Wangfujing Department Store, there are brands such as Chow Tai Fook, Winning Number, Lukfook, Wan Hui, Royal Swire, Tijue, etc. In Wuhan Department Store, there is Zhou Dasheng. From this, we can see two points: 1 Many jewelry brands are still mainly concentrated in shopping malls; 2. There are not many brands that take two terminal routes at the same time, except Lao Fengxiang, who has not found a second one. 4. Promotion strategy: In terms of store service and promotion methods, almost all brands are the same except the winning number. However, the winning number is obviously lacking, which is estimated to be mainly related to the fact that the winning number is a state-owned enterprise and the management and concept are lacking. In terms of after-sales service, Winsome's after-sales service commitment is the worst, with only a 6-day replacement period and no other services, while other brands are similar, with lifetime free maintenance and lifetime equivalent replacement. In particular, Lao Fengxiang launched the cash repurchase business. Customers can buy Laofengxiang's yellow platinum and diamond products at a price of 20% off the original price within two years after purchase, and if you replace other products within two years, the two-year period can be calculated from the date of your replacement. That is to say, as long as you replace Lao Fengxiang's products on time within two years, you can exchange cash for 80% of your original price at any time you need. The significance of cash repurchase lies in giving consumers a promise to preserve value, providing a sense of security in consumption and exempting consumers from worries. I believe this has a very positive impact on consumers. In addition, in the design of SP, all brands have no outstanding highlights, and almost all make a fuss about prices and gifts, which has little impact on consumers' purchase decisions. (4) Media Survey Due to time, we haven't had time to learn more about many media, and the information is very incomplete. However, as far as I know, there are many advertising media in Wuhan at present, but they are also very miscellaneous. When placing, it must be analyzed and combined according to the advertising purpose and audience of the enterprise, so as to achieve the best communication effect at the lowest cost. Two. Xiangfan Market (I) Market Overview Xiangfan is one of the economically developed areas in central China, ranking among the top 100 cities in China, among which Zaoyang, laohekou city, Baokang and Yicheng are the top 100 counties with comprehensive strength. In 2006, the per capita disposable income of urban residents in Xiangfan City was 175 1.6 yuan, and the per capita net income of rural residents was 7,704 yuan, so the consumption power of residents ranked among the top in China. However, Xiangfan is located in the Yangtze River Delta economic circle, which has injected great vitality into Xiangfan's economy. At the same time, the mature business forms near big cities have also had a great impact on Xiangfan's consumer market. Many people in Xiangfan will go shopping in a big city like Wuhan on weekends, which is an irreparable injury caused by the city's functional orientation, which determines that the development space of Xiangfan's jewelry market is limited. At present, there are more than 20 jewelry brands in Xiangfan, including local brands such as Jin Lan Jewelry and foreign brands such as Chow Tai Fook, Chaohongji, Huayou and Laofengxiang. The market supply has become saturated, and many small jewelry companies are facing the dilemma of being out of business. (II) Distribution of Business Circle At present, there is only one mature business circle in Xiangfan, which is a prime location centered on People's Square, and almost all jewelry brands are concentrated here. The competition space is narrower than that of Wuhan, and the degree of competition is naturally more intense. (3) Marketing mix strategy: From the four aspects of product, price, channel and promotion, the situation in Xiangfan is no different from that in Wuhan. I believe this is also the general situation in the domestic jewelry market at present. It is worth mentioning that there are two jewelry brands in Xiangfan jewelry market that impressed me deeply, one is Jin Lan jewelry, and the other is Yin Hui jewelry store. The exclusive stores of these two brands in Gulou North Street are almost face to face (both seem to be newly opened stores), and the storefront decoration is extremely luxurious, but the styles are completely different. As the name implies, Yin Hui Jewelry Store is dominated by black and white, including diamond area, pearl area, red sapphire area and emerald area. , simple and clear, be clear at a glance, and Jin Lan jewelry is given priority to with red, the whole store is very fancy, very atmosphere. Judging from the competitive situation, these two brands are obviously tit for tat, while other brands are at a disadvantage, including Xiongyinjiang Store, which is not far away. From the product attributes of jewelry, I think the image packaging of Yin Hui jewelry store can better reflect the connotation of jewelry. In addition, powerful foreign brands, including Chow Tai Fook and Lao Fengxiang, have not opened specialty stores in Xiangfan, but are all concentrated in Huayangtang and Minfa Commercial Plaza, which shows that the main sales form of jewelry market is still shopping malls. At the same time, I noticed that in the Drum Tower, which is obviously higher than Huayangtang and Minfa Commercial Plaza, only Chaohongji is a brand in it. In my opinion, this shows that Xiangfan jewelers are generally optimistic about high-end consumption rather than pure high-end consumption. III. The conclusion of the investigation is 1. This is a rising market: industry data show that women in developed countries currently own 5-6 pieces of jewelry per capita, while women in China own less than 0.5 pieces. With the rapid development of China's economy and the continuous improvement of people's living standards, the market capacity of jewelry will have a huge growth space, so the jewelry industry is undoubtedly still a sunrise industry with great potential. 2. This is a market in transition: except for a few international brands, other brands in the domestic market rely on third-party suppliers to provide products and related technologies, and any marketable products will soon be imitated by other brands, which leads to a high degree of homogenization in the jewelry industry at the product level, so everyone must compete at the price level, the channel level and the promotion level. After so many years of competition, those small brands that have not grown up have come to an end and started to go out, while mature brands are embarrassed to find that everyone is basically competing at the same level and they have no advantage at all. Then, in the fierce competition, where is the key for the brand to win? I believe this has become a major issue that all jewelry brands are thinking about. (www.4oa.com, Zhongke Software Park welcomes your contribution) IV. My opinion: brand competition has always been a game of the strong, and there has never been a lucky brand. In my opinion, the key to win the competition must be marketing innovation supported by enterprise strength, and the most likely direction of marketing innovation is channel innovation and service innovation, which ultimately comes down to customer value innovation. How to understand this sentence? Traditionally, selling jewelry means selling a valuable piece of jewelry to customers. At present, most jewelry brands go further on this basis, providing customers with not only jewelry products, but also consulting services. This is an improvement, but the problem is that everyone also provides such services. What reason do you have to get ahead of your competitors? So the only reason why we can win is to provide more value to customers, which is the innovation of customer value. The innovation of customer value is realized through channel innovation and service innovation. Whoever creates more customer value will get the key to victory. This is the case in the jewelry industry, and so are other industries.