E-commerce Ripped The Jewelry Industry, Slightly Blocking a Gap

Shenzhen s hot in July. Shenzhen Luohu District, this accounted for 70% share of China's jewelry industry, jewelry processing base, and I Journal reporter visited Aveni, Opel Li, Zhou Dasheng other jewelry companies. We see that the sharp reduction in orders from overseas, some jewelry factories forced to close down, more jewelry factories have a u-turn, open up the domestic market, will shift the retail focus from processing.

With the first generation of jewelers, relying on information technology and Internet innovation is represented by the blue Nile obvious characteristics of the new generation of jewelers. They want to change the traditional family jewelry business culture isolated, non-transparent, non-standard industry unspoken rules.

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Each diamond has a moving story behind it. "Blue Nile founder Vardon says." Mysterious "," a symbol of wealth and glory ", which is an average impression of the jewelry industry." Family culture "," hidden rules "," oral agreement "and so on, which is a jeweler on the definition of the jewelery industry.

Blue Nile United States is the pioneer of this innovation. With online sales of diamonds, Blue Nile (Blue Nile) was established only five years, the U.S. jewelry industry has become the eighth largest professional dealer, profit margins over the nation's number one jewelry chain Zale Corporation, and later a successful landing NASDAQ to create a B2C e-commerce myths.

Opel Korea is the use of e-commerce retail sales from the OEM model to a typical representative of the brand. European and American brand has been OEM sound Xue Yong, in 2009 with "F2C" (from the factory direct consumer) model of e-commerce started the Opel brand Li.

Change is happening. E ripped the jewelry industry, slightly blocking a gap.

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Traditional jewelers want to keep a mystery to consumers, Blue Nile will subvert the rules of the game, so that product is fully transparent. Customers can refer to the weight of diamonds, cut, color and clarity, and other indicators are compared to each diamond.

Retail market competition are forcing traditional jewelry retail brand seeking change in the situation. Zhouda Sheng, Dai Mengde traditional brands lose no time in using the Internet to expand marketing channels, with the help of information technology to change the traditional management model. Old line manager Mrs Liu Lijun Dai Mengde only bold introduction of the "franchisee stores management systems," "product security check system" and other information systems, have long been doing business in Alibaba, also opened Daimeng De ancient platinum line Shopping. Zhou Dasheng not only invested in Aveni, 2007, also own e-commerce investment, expand the network marketing channel. E-commerce business, according to Zhou Dasheng head Debates introduced its online sales is over 1 million yuan.

China's jewelry industry is performing a different story with the United States. Aveni, diamonds, birds, Opel Korea and other Internet jewelers, such as more than 2,000 wild growth springing. Especially in the background of the international financial crisis, China's jewelry industry is full of expectations of electronic commerce.

As early as 2005, Aveni on the claims to be China's Blue Nile. Aveni Xu Wei, vice president, said: "As a second generation jewelry, we have the responsibility to break the old traditions of the jewelry industry's detention."

Blue Nile's success that traditional jewelers in confusion.

In the U.S., Blue Nile's diamond sales are almost the first brand in the world diamond Tiffany fairly. Exactly the same diamonds they sell, not only the same clarity and quality, and even purchase channels are the same. Blue Nile's diamond ring price, but only half of Tiffany.

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Change continues. Chinese jeweler through IT transformation story is unfolding