fake jewelry wholesale china What are the characteristics of successful sales, successful sales cases

Walter

October 31, 2022 at 11:02 am

wholesale westren jewelry Sales are not to unilaterally obtain benefits on customers, but to create benefits for customers first, and then gain benefits from them, and finally let everyone achieve a win -win situation. People who have no matter how high morality also have to eat and live, so sales cannot exclude interests, but the premise is to create benefits for customers. This is the real sales morality. The following is the characteristics of the successful sales manager I shared. Let's take a look with me together.

What are the characteristics of successful sales managers
1. Love sales
The love does not mean like. Many people will say that I like to drink tea, I like to watch movies, and I like to travel. This is closely liked. When you ask them the type of tea? The list of the actors of the movie? They basically can't answer. And you ask those who love to drink tea, and you will find that they can even say what tea leaves and tea cups. This is the difference between like and love. An excellent salesman, he loves to sell this profession very much. Only by loves sales can he have the motivation to sell. Successful salesperson has these three features
2. Confident sales
Excellent sales are very confident. Whether it is an extraordinary sales, introverted sales, more sales, or less, they are confident and convinced. Because self -confidence is a feeling, a kind of gas, a kind of aura. In sales, self -confidence is a basic quality. How can a person who is afraid of things can obtain the trust of customers? So please be a friend who is doing sales. Products self -confidence and self -confidence in your company.
3. Morality sales
The doctors have medical ethics, teachers have teacher ethics, and excellent sales have professional ethics. Sales are not to unilaterally obtain benefits on customers, but to create benefits for customers first, and then gain benefits from them, and finally let everyone achieve a win -win situation. People who have no matter how high morality also have to eat and live, so sales cannot exclude interests, but the premise is to create benefits for customers. This is the real sales morality.
The successful sales case
1,
is almost a year to Australia, and my English is still worse.
I was naturally timid, especially when I was in front of my life blushing and heartbeat, which was very unfavorable for me to learn English well and studying jobs. I'm like the ants on the hot pot, eager to find a solution.
One day, I read the newspaper at McDonald's meal and found a call center (call center) recruited. During the interview, I learned that this Call Center said that it was to communicate with customers with the customer every day to sell printer products.
The first two weeks of sales work are vocational training. We have a total of ten new salespersons. Everyone matchs two or two, and takes the sales dialogue prepared by the company and keeps scene dialogue.
has started to fight. The call center is like boiling water. Everyone teases his voice, shouting at the microphone, and his fingers flying on the keyboard. There is a large white board in the call center, which is full of the name of the salesperson, and there are various numbers behind it, which is no different from the score list in the school.
The boss sent us five centimeters of thick paper, which is printed with names, company names, phone numbers, and addresses. We can do a market survey first to understand the other party's demand for printers and brands. This is the first step in sales.
The first ice -breaking phone call — "Dudu, Dudo ..." No one answered, I pray, don't pick it up! Just then, "Hello" roared in. I suddenly choked, and the dialogue I had trained before suddenly disappeared. The other party's voice was very thick. "Hello, Hello" shouted on the phone twice, silent, but didn't hang up, as if I knew I was hesitant to talk.
Hawa torment ... but think about it, is the next person going to be like this? If the boss looks at me behind me? If he finds that I should say I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, me Is it going to roll away? Regardless of him, anyway, the other party couldn't see me. I took a fierce breath and burst out a "Hello"!
The telephone ended, I didn't know what to say. Although there is a bad attitude, there are questions and answers. When I handed the data paper full of answers to the boss, the boss was happy to High Five with me, and told the other seven people to be the first person to get other people's information ... My confidence turned over a bit. Fan.
This is just the beginning. The real telephone sales are to take these data paper and try their best to buy the gold mine under the paper. A piece of data paper is not played, just the next one, no digging in the gold, and then fight ... just repeat the sales dialogue just mentioned.
1 week later, ten people walked four. I started insomnia, dreaming about sales dialogue.
The company's policy is that if you do not meet the standard for three consecutive months, you have to pack things away. The sales amount is an important criterion for the company to investigate whether you use it. The company does not have so much money to raise you. Another is the percentage of calls: the more you call a day, the better, the longer the time you say, the better. No matter if you sell things, as long as your mouth is moving, the boss knows that you are working hard, maybe you can leave you for a few weeks. Otherwise, he will tell you directly, don't come tomorrow.
This sales are so cruel. At the end of the month, the sales amount behind my name was still a big duck egg on the whiteboard. I finally got soared, and picked up the telephone data paper one by one. When I heard that the other party said that I was not interested, I asked what made you not interested. When the other party repeated one of the no interest, I was straightforward, hanging up! The next one! After two days of anger, I had a eyes. Finally, I caught me in a remote area president and bought two print boxes. , A $ 430. That day, when I wrote the first sales figure, many people in Call Center applauded ... That night, I slept very well that night.
20 days later, after I was suffering, I caught a big fish -when I wrote 5000 numbers, the entire call center stood up. In addition to the applause, there were countless Well Done cheers, and even even the cheers, or even even Someone came over to shake hands with me ... The boss rewarded me a chocolate frog. That month, I got a prize of $ 500.
is really interesting. I practice speaking, without paying tuition, and getting money, it is a little angry, more value. When I sell things, I know that my English others understand it, I also understand others, and I can bargain with the other party's company to reach a consensus. The occurrence of money interest is the most direct result of a successful dialogue. Isn't this how much more than TOEFL tests?
I also received a sentence from the boss: it is normal to do ten times for nine times, but there is no nine times, but there is no no one, but there is no no one, but there is no one. Strong will, after trying it again and again, how do you know that there is no underground vault you want in the next data paper?
,
Alibaba's successful listing allows thousands of people to be the Internet for the Internet Crazy, e -commerce has created one after another in China. The huge penetration of the Internet awakened the industry that fell asleep in offline transactions. Traditionally, luxury diamonds sold by shopping malls and stores also began to be among e -commerce.
But for a luxury product such as diamonds, unloading the gorgeous coat of packaging has no dazzling concept, and placed on a channel that lacks honor and enjoyment to sell it. Maybe it will lose a noble experience. Faced with such a way out of the mainstream of luxury marketing and challenging the hidden rules of the industry by "cheap", will consumers pay for it?
The channel change contained in "steel sexual needs" The financial crisis cooled the consumption of luxury goods to a certain extent, but there was also business opportunities under the crisis. Li Houlin, chairman of the Hengxin Diamond Institution, recently said that the financial crisis that has not been encountered in this century will make the traditional diamond sales model a huge change.
The traditional sense, people have always believed that diamonds are out offenders. However, after analyzing the consumption and sales of diamonds, Li Houlin believed that the current diamonds are still a necessity of life in the Chinese market.
In Europe and the United States, 80%of parents will give their children a diamond when their children get married. According to statistics, each couple in developed countries consumes $ 12,000 in diamonds; only about 30%of consumers buy diamonds each year because they get married.
In China, even in Shanghai, the proportion of women with one or more diamond jewelry is about 10%, and 76%of consumers buy diamonds because they get married.
This consumer demand due to marriage is called "steel demand" by industry insiders. Based on the cultural background of Chinese consumers, buying diamond products when marriage is an essential link.
"Even if the financial crisis comes, they may no longer need a luxurious wedding, but the demand for diamond rings will not change. Perhaps the consumption quota will decline, but the number of strokes in consumption will not change much." Li Houlin Say.
In Li Houlin, the sales channels for diamond products are divided into traditional store retail, TV shopping and online sales. Generally speaking, the cost of diamond retailers is divided into three parts: online supply costs, store operation costs, and market promotion costs. The cost of online supply is not much different. For traditional store retailers, the operating costs and market promotion costs of stores are quite large, and the advertising cost of TV sales is even more amazing, and huge cost expenses lead to diamond The price of the product is high. There is no physical store cost in e -commerce, and there are very few costs without inventory, so the cost can be reduced to the greatest extent.
"When diamond products become a necessity of life, consumers will pay more attention to the low prices of diamond products. There is no doubt that if the quality is guaranteed, who can do the lowest cost, who can achieve the price of the price The lowest, which means who will win more consumers. "
" "In the current economic situation, consumers will be more sensitive to prices and consumption will become more rational. Therefore The new business model of traditional consumption models or business models will be spawned and expanded. Diamond e -commerce will be pushed to a new position. "Li Houlin summarized.
The diamond sales of the E era
In fact, buying jewelry such as diamonds online has become a trend.
The sales are US $ 320 million and gross profit is $ 65 million. This is the world's largest online diamond seller American Blue Nile (Blue Nile River) in 2007.
Bluenile was created, from the experience of buying a ring from Mark Vadon. In 1998, Mark entered a luxury jewelry shop wearing a T -shirt and shorts to buy an engagement ring for his fiancee, but was neglected and despised by the clerk. He did not buy a wedding ring. After returning home, he searched the Internet. In the end, he bought a ring he had seen before the price of half of the luxury jewelry shop. This incident touched Mark's sensitive business nerves. Based on this, he drafted a business plan and received a $ 6 million venture capital. Bluenile was born in 1999.
. Bluenile's business is surprising. In 2004, Bluenile's sales surpassed the sum of BVLGARI, Cartier (Cartier), and Tiffany (Tiffany), and listed on Nasdaq in the same year. In just 7 years, Bluenile has become the world's largest online diamond sales company, and its influence far exceeds many traditional jewelry vendors.
The secrets of Bluenile's success are actually very simple -clear positioning and clear, and there is a very specific niche market -men who want to buy diamond wedding rings, or men who want to buy high cost -effective diamond wedding rings. Therefore, although Bluenile's product line includes diamonds, wedding rings, and jewelry, its main product is clear, that is, diamond -occupying more than 70%of its sales business.
Bluenile's boldness is that the sales are completely transparent. Putting the information and prices of more than 50,000 diamonds on the Internet, transparent sales, and subverting the "hidden rules" of the diamond retail industry in one fell swoop.
The price is one of the core issues that people care about, which affects people's purchase decisions to a fairly extent. One reason why Bluenile dares to sell transparently is that its operating cost is lower than the physical jewelry store, which can provide customers with more preferential prices. As the rental rents are not required, the expenditure of hiring employees has also been greatly reduced. The average sales price of Bluenile diamond products is about 20%lower than the physical jewelry store, and some diamond products are even 40%lower. As far as the expensive products such as diamonds are concerned, they can indeed be capable Save a lot of banknotes for consumers.
Bluenile is not the only successful person. Amazon's online jewelry sales in the world's largest e -commerce website even exceed the Bluenile. In addition, ICE, known as the second largest online diamond website in the United States, and Rapnet International Internet Diamond Trading System, the world's largest diamond B2B company Rapaport Group, are all successful representatives of diamond e -commerce.
of course, the success of the American diamond e -commerce cannot ignore a background. As early as the end of 1999, nearly 40 million families in the United States were connected to the Internet. As of the first half of 2007, the number of Internet access in the United States reached the total population of the population. 64%, more than 110 million, about 55 million Americans often send E-mail online, browsing information, research related issues, and engaging in business activities, which has made the sales volume of B2C a steady rise.
The data shows that Chinese netizens have exceeded 250 million, and online shopping crowds have exceeded 30 million. E -commerce has undergone more than ten years of accumulation. The model lays the foundation.
Che more "transparent" diamond
"The performance of the Bluenile shows that such a sales model is successful in mature European and American markets. For the current immature Chinese diamond market, this means that this means More opportunities. "Li Houlin said.
But for Chinese consumers who have been used to spot transactions for a long time, it seems unimaginable to buy expensive diamonds online. In particular, diamonds have always become very opaque products due to their difficulty. In addition to people in the industry, few people can truly understand diamonds.
Ilin Li Houlin told the reporter of "New Marketing" that this is due to consumers' lack of basic understanding of diamonds. "In fact, diamonds have very strict appraisal standards. The price of diamonds can actually be transparent, and it will become more and more transparent."
"The only diamond jewelry is suitable for online sales. This is because gold jewelry is basically basically basic The price is calculated according to the weight, and the control is relatively strict. There is no advantage in selling online; and the natural goods such as jadeite and other jewelry are scarce, so the phenomenon of fraud is serious, which makes the standard uniform and cannot be sold online. The appraisal standards are exactly the same. As long as there is an appraisal certificate from the national authority department, and publicize the 4C color (weight, cut, color, clarity and other 4C standards) on the Internet, it is completely suitable for online sales. With the popularization of diamond -related technical knowledge Its quality and price will become more and more transparent. "Li Houlin said.
Is HRD (Belgian Diamond High -level Conference) in the International Diamond Authority in September 2006, a report said that the year of Chinese jewelry has reached $ 17 billion, and the market capacity increases at a rate of 15%. China has become the second only to the United States after the United States. The world's second largest jewelry consumer. The Chinese consumption demand for diamonds is becoming increasingly strong. With the continuous growth of the domestic middle class, the potential of the diamond jewelry market is huge.
If's forecast of the China Gem Society, about 10 million newcomers are married each year, and the total wedding consumption is as high as 250 billion yuan. As long as 1/10 of them are used for jewelry consumption, the year is 25 billion yuan of consumption space.
"This diamond e -commerce is undoubtedly a huge market. With the transparent quality and price of diamonds, consumers will buy diamonds online will also be like they buy books, mobile phones or other electronics online The product is also widely accepted. "Li Houlin said.
but the current business model of China's diamond industry is still in the initial stage. Whether domestic diamond sales websites can be in the 100 billion -dollar consumer market, and traditionally throwing traditional diamond retailers like Bluenile far behind. At present, it seems that it takes time.
In in the United States, Tiffiny, a century -old store surpassed by Bluenile, also started online sales business. In 2007, online sales accounted for 7%of the entire sales, and this proportion is rapidly increasing. When many Chinese -style Bluenile sprung up like a rain, what are they attracting customers? How can they form their own business characteristics and create their core competitiveness, which is also a problem that these companies will face.
As the KPCB partner Zhong Xiaolin said: "In China, the first -generation e -commerce, which is based on standardized simple products, is gradually developing to the second -generation e -commerce mainly based on high -end products, but it must make high -end products The network distribution of network distribution has reached the level of network distribution of standardized products, there is still a lot of innovation space, and there is a long way to go. "
The future of the diamond e -commerce in Li Houlin's eyes
" New Marketing ": For China Diamond e -commerce, what do you think is the biggest obstacle at present and how to solve it?
Li Houlin: Maybe more about consumer trust and the popularization of diamond knowledge. From a technical perspective, there is actually no problem selling diamonds online. Because of the standards of clarity, carats, cutting, and color, the quality and price of a bare diamond are strictly calculated and valued. For consumers, it is to deepen the understanding of diamond transparency.
The we also see that most domestic diamond e -commerce uses "cement mouse", which is a combination of offline experience stores and online sales. This is an attempt with Chinese characteristics. The combination of online and offline solution to the problem of trust has catered to the psychology of Chinese consumers' trust in physical stores.
but this approach is also a double -edged sword. Expansion means a new market possession, and it also means the rapid increase in operating costs and promotion costs, which means that the cost advantage of online diamond sales institutions has continued to lose its cost advantage compared to traditional jewelry seller.
The best way to solve the problem of trust is the reputation of word of mouth, and consumers believe in the information that word is passed. The arrival of diamond e -commerce and commercial opportunities is very important for word -of -mouth communication.
"New Marketing": At present, there are some diamond sales websites in China. How do you look at their positioning? What should be in the future diamond e -commerce?
Li Houlin: In China, strictly speaking, existing online sales diamonds The brands, they are not the real diamond e -commerce. They still have offline experience stores, physical stores, etc., and they cannot achieve the minimum cost of the maximum cost, so they cannot be the lowest price.
This is based on the "Chinese characteristics" operating model to solve the current problem of consumers' trust in diamond products, but in the long run, only real e -commerce brands like Bluenile and Amazon can be more capable Win consumers. When diamond becomes more and more transparent, flat sales channels are the only way to ensure the lowest product price. Consumers are familiar with the quality and price of the product. Of course, they choose those diamond operators with good brand reputation and services.
"New Marketing": A jewelry analyst in New York said: "The diamond industry's online rookie will devour all traditional dealers." How do you think of such a assertion? How to view traditional channels and emerging channels?
Li Houlin: It should be said that Bluenile and Amazon succeeded, and did not lead to the closure of those companies taking the brand route. On the contrary, century -old brands such as Tiffany and Cartier still survive and grow with their unique brand characteristics, and to a large extent affecting people's understanding and consumption of diamond culture. Because from another perspective, diamonds are still luxury. Those high -end brands often give deeper connotation and cultural added value to diamond products. Their consumers are more pursuing the brand's unique cultural and experiential consumption model because they can bring them a sense of joy.
From an emotional perspective, diamonds are a token of people's beautiful love vows. It cannot replace the promise of two people's life. Therefore, there will be a century -old brand like Tiffany. It is a culture, a concept, and an identity. Therefore, the brand -oriented route of diamonds will not shake, which is also the concept of the Hengxin Diamond Agency adheres to it from beginning to end.
The future diamond market must also coexist as a wedding ring market and diamond luxury brand as a necessity of life. Depending on the consumer group, diamond sellers will inevitably choose different sales models.

1 thought on “fake jewelry wholesale china What are the characteristics of successful sales, successful sales cases”

Walter
October 31, 2022 at 11:02 am

wholesale westren jewelry Sales are not to unilaterally obtain benefits on customers, but to create benefits for customers first, and then gain benefits from them, and finally let everyone achieve a win -win situation. People who have no matter how high morality also have to eat and live, so sales cannot exclude interests, but the premise is to create benefits for customers. This is the real sales morality. The following is the characteristics of the successful sales manager I shared. Let's take a look with me together.

What are the characteristics of successful sales managers
1. Love sales
The love does not mean like. Many people will say that I like to drink tea, I like to watch movies, and I like to travel. This is closely liked. When you ask them the type of tea? The list of the actors of the movie? They basically can't answer. And you ask those who love to drink tea, and you will find that they can even say what tea leaves and tea cups. This is the difference between like and love. An excellent salesman, he loves to sell this profession very much. Only by loves sales can he have the motivation to sell. Successful salesperson has these three features
2. Confident sales
Excellent sales are very confident. Whether it is an extraordinary sales, introverted sales, more sales, or less, they are confident and convinced. Because self -confidence is a feeling, a kind of gas, a kind of aura. In sales, self -confidence is a basic quality. How can a person who is afraid of things can obtain the trust of customers? So please be a friend who is doing sales. Products self -confidence and self -confidence in your company.
3. Morality sales
The doctors have medical ethics, teachers have teacher ethics, and excellent sales have professional ethics. Sales are not to unilaterally obtain benefits on customers, but to create benefits for customers first, and then gain benefits from them, and finally let everyone achieve a win -win situation. People who have no matter how high morality also have to eat and live, so sales cannot exclude interests, but the premise is to create benefits for customers. This is the real sales morality.
The successful sales case
1,
is almost a year to Australia, and my English is still worse.
I was naturally timid, especially when I was in front of my life blushing and heartbeat, which was very unfavorable for me to learn English well and studying jobs. I'm like the ants on the hot pot, eager to find a solution.
One day, I read the newspaper at McDonald's meal and found a call center (call center) recruited. During the interview, I learned that this Call Center said that it was to communicate with customers with the customer every day to sell printer products.
The first two weeks of sales work are vocational training. We have a total of ten new salespersons. Everyone matchs two or two, and takes the sales dialogue prepared by the company and keeps scene dialogue.
has started to fight. The call center is like boiling water. Everyone teases his voice, shouting at the microphone, and his fingers flying on the keyboard. There is a large white board in the call center, which is full of the name of the salesperson, and there are various numbers behind it, which is no different from the score list in the school.
The boss sent us five centimeters of thick paper, which is printed with names, company names, phone numbers, and addresses. We can do a market survey first to understand the other party's demand for printers and brands. This is the first step in sales.
The first ice -breaking phone call — "Dudu, Dudo ..." No one answered, I pray, don't pick it up! Just then, "Hello" roared in. I suddenly choked, and the dialogue I had trained before suddenly disappeared. The other party's voice was very thick. "Hello, Hello" shouted on the phone twice, silent, but didn't hang up, as if I knew I was hesitant to talk.
Hawa torment ... but think about it, is the next person going to be like this? If the boss looks at me behind me? If he finds that I should say I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, I should say, me Is it going to roll away? Regardless of him, anyway, the other party couldn't see me. I took a fierce breath and burst out a "Hello"!
The telephone ended, I didn't know what to say. Although there is a bad attitude, there are questions and answers. When I handed the data paper full of answers to the boss, the boss was happy to High Five with me, and told the other seven people to be the first person to get other people's information ... My confidence turned over a bit. Fan.
This is just the beginning. The real telephone sales are to take these data paper and try their best to buy the gold mine under the paper. A piece of data paper is not played, just the next one, no digging in the gold, and then fight ... just repeat the sales dialogue just mentioned.
1 week later, ten people walked four. I started insomnia, dreaming about sales dialogue.
The company's policy is that if you do not meet the standard for three consecutive months, you have to pack things away. The sales amount is an important criterion for the company to investigate whether you use it. The company does not have so much money to raise you. Another is the percentage of calls: the more you call a day, the better, the longer the time you say, the better. No matter if you sell things, as long as your mouth is moving, the boss knows that you are working hard, maybe you can leave you for a few weeks. Otherwise, he will tell you directly, don't come tomorrow.
This sales are so cruel. At the end of the month, the sales amount behind my name was still a big duck egg on the whiteboard. I finally got soared, and picked up the telephone data paper one by one. When I heard that the other party said that I was not interested, I asked what made you not interested. When the other party repeated one of the no interest, I was straightforward, hanging up! The next one! After two days of anger, I had a eyes. Finally, I caught me in a remote area president and bought two print boxes. , A $ 430. That day, when I wrote the first sales figure, many people in Call Center applauded ... That night, I slept very well that night.
20 days later, after I was suffering, I caught a big fish -when I wrote 5000 numbers, the entire call center stood up. In addition to the applause, there were countless Well Done cheers, and even even the cheers, or even even Someone came over to shake hands with me ... The boss rewarded me a chocolate frog. That month, I got a prize of $ 500.
is really interesting. I practice speaking, without paying tuition, and getting money, it is a little angry, more value. When I sell things, I know that my English others understand it, I also understand others, and I can bargain with the other party's company to reach a consensus. The occurrence of money interest is the most direct result of a successful dialogue. Isn't this how much more than TOEFL tests?
I also received a sentence from the boss: it is normal to do ten times for nine times, but there is no nine times, but there is no no one, but there is no no one, but there is no one. Strong will, after trying it again and again, how do you know that there is no underground vault you want in the next data paper?
,
Alibaba's successful listing allows thousands of people to be the Internet for the Internet Crazy, e -commerce has created one after another in China. The huge penetration of the Internet awakened the industry that fell asleep in offline transactions. Traditionally, luxury diamonds sold by shopping malls and stores also began to be among e -commerce.
But for a luxury product such as diamonds, unloading the gorgeous coat of packaging has no dazzling concept, and placed on a channel that lacks honor and enjoyment to sell it. Maybe it will lose a noble experience. Faced with such a way out of the mainstream of luxury marketing and challenging the hidden rules of the industry by "cheap", will consumers pay for it?
The channel change contained in "steel sexual needs" The financial crisis cooled the consumption of luxury goods to a certain extent, but there was also business opportunities under the crisis. Li Houlin, chairman of the Hengxin Diamond Institution, recently said that the financial crisis that has not been encountered in this century will make the traditional diamond sales model a huge change.
The traditional sense, people have always believed that diamonds are out offenders. However, after analyzing the consumption and sales of diamonds, Li Houlin believed that the current diamonds are still a necessity of life in the Chinese market.
In Europe and the United States, 80%of parents will give their children a diamond when their children get married. According to statistics, each couple in developed countries consumes $ 12,000 in diamonds; only about 30%of consumers buy diamonds each year because they get married.
In China, even in Shanghai, the proportion of women with one or more diamond jewelry is about 10%, and 76%of consumers buy diamonds because they get married.
This consumer demand due to marriage is called "steel demand" by industry insiders. Based on the cultural background of Chinese consumers, buying diamond products when marriage is an essential link.
"Even if the financial crisis comes, they may no longer need a luxurious wedding, but the demand for diamond rings will not change. Perhaps the consumption quota will decline, but the number of strokes in consumption will not change much." Li Houlin Say.
In Li Houlin, the sales channels for diamond products are divided into traditional store retail, TV shopping and online sales. Generally speaking, the cost of diamond retailers is divided into three parts: online supply costs, store operation costs, and market promotion costs. The cost of online supply is not much different. For traditional store retailers, the operating costs and market promotion costs of stores are quite large, and the advertising cost of TV sales is even more amazing, and huge cost expenses lead to diamond The price of the product is high. There is no physical store cost in e -commerce, and there are very few costs without inventory, so the cost can be reduced to the greatest extent.
"When diamond products become a necessity of life, consumers will pay more attention to the low prices of diamond products. There is no doubt that if the quality is guaranteed, who can do the lowest cost, who can achieve the price of the price The lowest, which means who will win more consumers. "
" "In the current economic situation, consumers will be more sensitive to prices and consumption will become more rational. Therefore The new business model of traditional consumption models or business models will be spawned and expanded. Diamond e -commerce will be pushed to a new position. "Li Houlin summarized.
The diamond sales of the E era
In fact, buying jewelry such as diamonds online has become a trend.
The sales are US $ 320 million and gross profit is $ 65 million. This is the world's largest online diamond seller American Blue Nile (Blue Nile River) in 2007.
Bluenile was created, from the experience of buying a ring from Mark Vadon. In 1998, Mark entered a luxury jewelry shop wearing a T -shirt and shorts to buy an engagement ring for his fiancee, but was neglected and despised by the clerk. He did not buy a wedding ring. After returning home, he searched the Internet. In the end, he bought a ring he had seen before the price of half of the luxury jewelry shop. This incident touched Mark's sensitive business nerves. Based on this, he drafted a business plan and received a $ 6 million venture capital. Bluenile was born in 1999.
. Bluenile's business is surprising. In 2004, Bluenile's sales surpassed the sum of BVLGARI, Cartier (Cartier), and Tiffany (Tiffany), and listed on Nasdaq in the same year. In just 7 years, Bluenile has become the world's largest online diamond sales company, and its influence far exceeds many traditional jewelry vendors.
The secrets of Bluenile's success are actually very simple -clear positioning and clear, and there is a very specific niche market -men who want to buy diamond wedding rings, or men who want to buy high cost -effective diamond wedding rings. Therefore, although Bluenile's product line includes diamonds, wedding rings, and jewelry, its main product is clear, that is, diamond -occupying more than 70%of its sales business.
Bluenile's boldness is that the sales are completely transparent. Putting the information and prices of more than 50,000 diamonds on the Internet, transparent sales, and subverting the "hidden rules" of the diamond retail industry in one fell swoop.
The price is one of the core issues that people care about, which affects people's purchase decisions to a fairly extent. One reason why Bluenile dares to sell transparently is that its operating cost is lower than the physical jewelry store, which can provide customers with more preferential prices. As the rental rents are not required, the expenditure of hiring employees has also been greatly reduced. The average sales price of Bluenile diamond products is about 20%lower than the physical jewelry store, and some diamond products are even 40%lower. As far as the expensive products such as diamonds are concerned, they can indeed be capable Save a lot of banknotes for consumers.
Bluenile is not the only successful person. Amazon's online jewelry sales in the world's largest e -commerce website even exceed the Bluenile. In addition, ICE, known as the second largest online diamond website in the United States, and Rapnet International Internet Diamond Trading System, the world's largest diamond B2B company Rapaport Group, are all successful representatives of diamond e -commerce.
of course, the success of the American diamond e -commerce cannot ignore a background. As early as the end of 1999, nearly 40 million families in the United States were connected to the Internet. As of the first half of 2007, the number of Internet access in the United States reached the total population of the population. 64%, more than 110 million, about 55 million Americans often send E-mail online, browsing information, research related issues, and engaging in business activities, which has made the sales volume of B2C a steady rise.
The data shows that Chinese netizens have exceeded 250 million, and online shopping crowds have exceeded 30 million. E -commerce has undergone more than ten years of accumulation. The model lays the foundation.
Che more "transparent" diamond
"The performance of the Bluenile shows that such a sales model is successful in mature European and American markets. For the current immature Chinese diamond market, this means that this means More opportunities. "Li Houlin said.
But for Chinese consumers who have been used to spot transactions for a long time, it seems unimaginable to buy expensive diamonds online. In particular, diamonds have always become very opaque products due to their difficulty. In addition to people in the industry, few people can truly understand diamonds.
Ilin Li Houlin told the reporter of "New Marketing" that this is due to consumers' lack of basic understanding of diamonds. "In fact, diamonds have very strict appraisal standards. The price of diamonds can actually be transparent, and it will become more and more transparent."
"The only diamond jewelry is suitable for online sales. This is because gold jewelry is basically basically basic The price is calculated according to the weight, and the control is relatively strict. There is no advantage in selling online; and the natural goods such as jadeite and other jewelry are scarce, so the phenomenon of fraud is serious, which makes the standard uniform and cannot be sold online. The appraisal standards are exactly the same. As long as there is an appraisal certificate from the national authority department, and publicize the 4C color (weight, cut, color, clarity and other 4C standards) on the Internet, it is completely suitable for online sales. With the popularization of diamond -related technical knowledge Its quality and price will become more and more transparent. "Li Houlin said.
Is HRD (Belgian Diamond High -level Conference) in the International Diamond Authority in September 2006, a report said that the year of Chinese jewelry has reached $ 17 billion, and the market capacity increases at a rate of 15%. China has become the second only to the United States after the United States. The world's second largest jewelry consumer. The Chinese consumption demand for diamonds is becoming increasingly strong. With the continuous growth of the domestic middle class, the potential of the diamond jewelry market is huge.
If's forecast of the China Gem Society, about 10 million newcomers are married each year, and the total wedding consumption is as high as 250 billion yuan. As long as 1/10 of them are used for jewelry consumption, the year is 25 billion yuan of consumption space.
"This diamond e -commerce is undoubtedly a huge market. With the transparent quality and price of diamonds, consumers will buy diamonds online will also be like they buy books, mobile phones or other electronics online The product is also widely accepted. "Li Houlin said.
but the current business model of China's diamond industry is still in the initial stage. Whether domestic diamond sales websites can be in the 100 billion -dollar consumer market, and traditionally throwing traditional diamond retailers like Bluenile far behind. At present, it seems that it takes time.
In in the United States, Tiffiny, a century -old store surpassed by Bluenile, also started online sales business. In 2007, online sales accounted for 7%of the entire sales, and this proportion is rapidly increasing. When many Chinese -style Bluenile sprung up like a rain, what are they attracting customers? How can they form their own business characteristics and create their core competitiveness, which is also a problem that these companies will face.
As the KPCB partner Zhong Xiaolin said: "In China, the first -generation e -commerce, which is based on standardized simple products, is gradually developing to the second -generation e -commerce mainly based on high -end products, but it must make high -end products The network distribution of network distribution has reached the level of network distribution of standardized products, there is still a lot of innovation space, and there is a long way to go. "
The future of the diamond e -commerce in Li Houlin's eyes
" New Marketing ": For China Diamond e -commerce, what do you think is the biggest obstacle at present and how to solve it?
Li Houlin: Maybe more about consumer trust and the popularization of diamond knowledge. From a technical perspective, there is actually no problem selling diamonds online. Because of the standards of clarity, carats, cutting, and color, the quality and price of a bare diamond are strictly calculated and valued. For consumers, it is to deepen the understanding of diamond transparency.
The we also see that most domestic diamond e -commerce uses "cement mouse", which is a combination of offline experience stores and online sales. This is an attempt with Chinese characteristics. The combination of online and offline solution to the problem of trust has catered to the psychology of Chinese consumers' trust in physical stores.
but this approach is also a double -edged sword. Expansion means a new market possession, and it also means the rapid increase in operating costs and promotion costs, which means that the cost advantage of online diamond sales institutions has continued to lose its cost advantage compared to traditional jewelry seller.
The best way to solve the problem of trust is the reputation of word of mouth, and consumers believe in the information that word is passed. The arrival of diamond e -commerce and commercial opportunities is very important for word -of -mouth communication.
"New Marketing": At present, there are some diamond sales websites in China. How do you look at their positioning? What should be in the future diamond e -commerce?
Li Houlin: In China, strictly speaking, existing online sales diamonds The brands, they are not the real diamond e -commerce. They still have offline experience stores, physical stores, etc., and they cannot achieve the minimum cost of the maximum cost, so they cannot be the lowest price.
This is based on the "Chinese characteristics" operating model to solve the current problem of consumers' trust in diamond products, but in the long run, only real e -commerce brands like Bluenile and Amazon can be more capable Win consumers. When diamond becomes more and more transparent, flat sales channels are the only way to ensure the lowest product price. Consumers are familiar with the quality and price of the product. Of course, they choose those diamond operators with good brand reputation and services.
"New Marketing": A jewelry analyst in New York said: "The diamond industry's online rookie will devour all traditional dealers." How do you think of such a assertion? How to view traditional channels and emerging channels?
Li Houlin: It should be said that Bluenile and Amazon succeeded, and did not lead to the closure of those companies taking the brand route. On the contrary, century -old brands such as Tiffany and Cartier still survive and grow with their unique brand characteristics, and to a large extent affecting people's understanding and consumption of diamond culture. Because from another perspective, diamonds are still luxury. Those high -end brands often give deeper connotation and cultural added value to diamond products. Their consumers are more pursuing the brand's unique cultural and experiential consumption model because they can bring them a sense of joy.
From an emotional perspective, diamonds are a token of people's beautiful love vows. It cannot replace the promise of two people's life. Therefore, there will be a century -old brand like Tiffany. It is a culture, a concept, and an identity. Therefore, the brand -oriented route of diamonds will not shake, which is also the concept of the Hengxin Diamond Agency adheres to it from beginning to end.
The future diamond market must also coexist as a wedding ring market and diamond luxury brand as a necessity of life. Depending on the consumer group, diamond sellers will inevitably choose different sales models.

Log in to Reply

1 thought on “fake jewelry wholesale china What are the characteristics of successful sales, successful sales cases”

Leave a Comment Cancel Reply