Jewelry market "up" sound

“Have you noticed the characteristics of the jewelers' stores? Are they more prosperous, and the more upscale shopping malls they are opening in? And they must be the first to have the highest traffic, the most visible facade, and the highest rent. Layer?” said one jeweller.

Really! Xidan, Wangfujing, Xindong'an, International Trade and other places are the treasures of noble values, where the jewelry and diamond brands are everywhere. A few thousand diamond ring is almost gone, the cheapest is around 10,000 yuan, "buy 100 back fifty" abound, even a three-fold, two-fold, a 50-point diamond ring was marked to 246,000 yuan . A pair of prospective newcomers who are picking diamond rings said that they had been optimistic about a 50-point diamond ring half a month ago. The price was 10,000. "Want to wait and see if there is any activity. Who knows it has now risen by 3,000?"

It is learned that the gross profit of the jewellery industry is around 200% on average. From the perspective of profit, it can be divided into several levels: jewelry company profit guarantee is 40%, shopping malls are 30%-40%, franchise companies are as high as 70%-80%, individual jewelry There have also been 500% of profits.

The retail price of jewellery has been astonishingly high, but the market conditions are still rising. During the six months from December 31, 2010 to June 17, 2011, the price of diamonds has risen eight times. From 2012 to 2013, the price of diamonds also rose by almost 20%. In the past two months in 2014, the price of diamonds has risen by 8%.

The price of diamonds has doubled in five years, and Jadeite has staged a "crazy stone" drama, which has increased 30 times in ten years. This is really the degree that people cannot expect.

Authoritatively released QUANWEI diamond brand-free do not have to do a big brand of a friend to spend nearly 100,000 yuan to buy a 1 carat brand diamond ring, because of urgent need to go to pawn shops, who knows the valuation is only 20,000, her bad Now. "I read the news that the price of diamonds rose very sharply in the past two years. I know that pawn prices are lower than the market price, but I never imagined that it would be less than 1/3 of the original price." At first, she thought it was a pawnshop issue. After going to the two pawnshops, they were completely desperate because the prices of the three were similar.

She said: "The appraisers said that they are based on my diamond's 4C (ie, weight, color, clarity, and cut), compared to the recent diamond quotation, and multiplied by the corresponding discount rate to arrive at the final valuation, which exceeds 1 carat, discounted at around 60%, still relatively high."

What made her grievance even more was that the appraisers also said that even if she buys a diamond ring of 100,000 yuan from the brand store today, she can only get 20,000 pawns tomorrow. Because the pawnshop can not pawn the "brand premium", it can only take the value of the diamond itself as the standard. Even if it is the international top jewelry brand, it can only slightly increase the valuation.

Zhang Zong, general manager of Shenzhen-based well-known diamond spot supplier Fuzhu Jewelry, also confirmed to reporters: “Shenzhen has a market share of more than 80% of the world's jewelry processing market, including many top jewelry brands and international first-line brands. A diamond from mining to Finished jewelry sales, at least through 7 to 9 links, increase the price of layers, but the profit rate of diamond processing plants is not high, pushing up the selling price of diamonds is mainly in the circulation field, the profits are mainly found in the brand business, sales Business links."

According to industry sources, most traditional diamond sellers (or brands) are associated with malls. Shopping malls generally draw a 25% deduction point, and at the same time leave at least 42% as brand costs, sales costs and profits. Because of the small sales volume, it is only possible to maintain a high gross profit for a single item. This means that even at the industry average, the cost price of diamonds only accounts for about 30% of the selling price. In other words, a diamond with a price of 100,000 yuan in a mall has a cost price of only 30,000 yuan. Most of you are paying circulation costs and “brand premiums.”

The 38th Festival is approaching, this is a woman's own holiday, many women with "jewelery complex" are gearing up to prepare their own "jewelery dream" in this festival.

The end of diamond profits - the price is no longer "pit father" immediately another 38 Women's Day approaching. We despise materialized love, but we are willing to believe that "love is eternal, and drill is evidence." Whether it is elite elites or mortals, they all dream of expressing love through diamonds.

However, do you know what kind of journey a diamond has gone through from exploitation to eventual fingering? This process is not as simple and beautiful as the diamond represents love: the selling price of a diamond is usually the ex-factory price of 3 ~4 times, that is to say, the rate of increase in circulation is as high as 200% to 300%, and some of the more well-known brands are 400% to 500% or even higher.

The Chinese diamond industry has become accustomed to "survival," but now it is time to start paying for this "rising rule" because diamond profits have been widely recognized by consumers and the high value of deviation from value cannot be accepted.

With China becoming the world’s second largest consumer of diamonds, it is likely to become the world’s No. 1 for the next four years because it will inevitably see a quantitative change in the size of the market, which will inevitably bring about a qualitative change in the industry structure, and new industry models will continue to emerge. Some business models will gradually be eliminated. At present, the diamond industry has gradually formed the pattern of traditional department stores, e-commerce, and direct sales. The direct sales of diamonds is the most popular sales model.

10 years ago, taking the lead in the e-commerce model to take advantage of the parity advantage ripped the first hole in diamond profits, the entire diamond industry is no longer calm; from 2011, the diamond direct sales throughout the country began to emerge, its price is more than electricity providers There are advantages, shopping experience and presentation methods are also better than traditional channels and e-commerce models, and the impact is even stronger.

As a result, the current diamond industry began to stage a "story of a big fat sheep and two tigers": the traditional channel model, "Big Sheep", still occupies more than 80% of the market share, and "ecommerce" and " Direct selling, these two tigers are far from satisfied with digging a few tablespoons of big cakes. They want a big one, or even more than half.

Reshuffle is inevitable. For the diamond industry, which has been around for more than 20 years, it must now face such choices: either innovation or death. But for consumers, there is only good news: the price of diamonds will not be so "open pit" anymore.

Kicking off intermediate links — Selling diamonds like “selling cabbage” In 2002, online diamond sales platforms began to appear, as aside from the intermediate links of brand dealers and department stores, sales prices were only 50 to 60% of traditional department stores. Once ripped off the profits of the diamond industry. At present, the overall market size of e-commerce is close to RMB 7 billion, accounting for about 5% of the total market size.

Low prices are the most destructive weapon for e-commerce companies, but their weaknesses are also obvious: First, there is a lack of experience. The only use of diamonds is to convey emotions. The process of online consumption is simple and cold. The second is the constraints of the credit environment. The unit price of diamonds is high, and there are risks in online sales. At present, e-commerce vendors generally sell low-priced products, and large-scale product sales have always been the bottleneck. The third is logistics obstacles. "What about expensive diamonds lost or lost during the logistics?" This is a common question for consumers.

E-commerce companies have also become aware of these problems. They have built ground-level experience stores, and quite a few consumers only understand the products on the site. Finally, they still experience store purchases. The income under the line is obviously higher than online. E-commerce network promotion is already very expensive. The cost is only better than traditional stores. These ground-level experience stores have also increased the cost of e-commerce, and the operation management is not the e-commerce business. Therefore, in 10 years, even if the price advantage of e-commerce is huge, it still only accounts for 5% of the overall diamond market share, and many other e-commerce companies have closed down.

In 2013, another new parity diamond sales model began to stir the entire jewelry market, that is, direct sales of diamonds, like a dark horse that suddenly burst out. Like e-commerce, abandon too many intermediate links to form advantages with large quantity, high quality and low prices. The difference is that its price is more advantageous than e-commerce, only 70% of traditional shopping malls.

The secret of selling diamonds at a low price is actually simple: First, to minimize the number of circulation links, and remove the brands with the highest markup rates, it can save a large amount of costs and save 25% of shopping mall deductions. Replace "commodity brand" with "vendor brand".

Second, direct sales of diamonds come directly from diamond processing plants or an agent, and the purchase cost is extremely low. The traditional brand business is based on sales, small quantities buy sellable varieties, so that only through a level of wholesalers, agents get goods, the price is naturally high.

In fact, diamonds and gold are standard products. Their ex-factory prices come from two parts, one is loose diamonds and the other is setting. The price of loose diamonds can be obtained by 4C from recent international quotations. The setting, generally plain, 18K platinum is 500 yuan to 1,000 yuan, even if the luxury circle (inlaid broken diamonds) but the highest 4,000 yuan. Many consumers now use diamond quotations to select diamonds. After calculations, it has also been found that the prices of direct sales of diamonds are already lower than the cost prices calculated through the above methods.