Diamond category is the most important choice for jewelry products.

——The first quarter of 2016, the Central Plains jewelry market big data is freshly released

In mid-February this year, Dongfang Jinbao and Netease Henan jointly launched the "Central Plains Jewelry Market Survey" campaign, targeting the most popular jewellery categories for consumers, the trust of consumers in jewelry clerk, and the most need for improvement in the jewelry market. More than 10 items, such as the most worrying factors for consumers to buy jewelry, and the “good faith jewelry” brand in the hearts of consumers, have been investigated by consumers and the industry.

After more than a month, after more than 10,000 consumers openly and transparently voted, the jewellery big data survey report was officially released today, letting you see the current jewellery industry at a glance. The facts you want to know and the industry you don't want to see are here.

Buy jewelry products, the most fancy style diamonds into the most familiar, most consumer goods category

Among the more than 20 kinds of jewellery categories listed in this questionnaire, consumers are the most familiar and most frequently consumed for diamonds, silver products and gold products. At the same time, among the more than 20 kinds of jewellery categories, consumers are the most unfamiliar with Dushan jade, wood products and corals.

Mu Qiang, vice president of the Jewelry and Jade Jewelry Industry Association of Henan Province and a well-known expert in the jewelry industry, believes that the survey data results are in line with the current status of the jewelry market. “The most familiar and most frequently consumed products are often the categories that have already formed brand awareness. The reason why the category is unfamiliar, I think that the popularity is not enough, and the second is the limitation of the consumer concept. This also shows that the promotion of the business is not enough. In the future, we need to do more consumer guidance."

In view of the current phenomenon of “nearly half of consumers buying jewelry with the most fancy style”, Mu Qiang believes that this is the performance of the jewelry industry slowly entering maturity. “In the past, consumers bought jewellery and bought jewellery. This actually lost the most basic function of jewellery – beautiful. Now more and more people are getting rid of the value preservation and value-added thinking of the past, and it is more important to wear beautiful. This is the future trend. It is the performance of the benign development of the industry. In addition, Mu Qiang analysis, in addition to the pursuit of style, the importance of future collocation will be more prominent, the future of jewellery will be enhanced to match the beauty.

Seventy percent of consumers trust sales clerk to sell brand processing appeal service has many problems

Through survey data analysis, it can be found that more than 70% of consumers have absolute trust or trust in the sales of jewelry salesmen. However, in the problems of jewellery brand handling appeal service, consumers choose the survey options such as “follow-up service is not in place”, “poor complaint channel”, “difference in pre-sales and after-sales service attitude” and “not timely handling complaints”. The level is almost the same.

Mu Qiang believes that nearly 30% of consumers do not trust the sales of jewelry salesmen, which is related to the integrity and professionalism of current salesmen. “The relationship between dealers and consumers in the industry is relatively low. Now many salespersons’ sales mentality is mostly for sales. In fact, this is not correct and should be transformed into customer confidence and satisfaction. Current consumption The purchase of jewellery products is not professional, and there is a lack of jewellery knowledge or collocation ability. Consumers are very entangled in buying jewellery, and salespersons must be satisfied and confident in their attitudes, and they will be more likely to generate secondary consumption and more. In addition, because consumers are not professional enough, it is more necessary for salespersons to increase their professional knowledge reserves and consultative guidance.

For many problems in the brand handling appeal service, Mu Qiang suggested that dealers must improve after-sales service. “Resellers should consider the importance of secondary purchases, multiple purchases, and word-of-mouth marketing. Although the jewelry industry is still selling products and selling materials, consumers will pay more attention to products in addition to products in the future. Spiritual needs such as culture and service, so dealers must let customers feel better after-sales service."

Buying jewelry products is the most worried about quality

Quality testing, jewelry products need to be improved

Quality inspection has always been a concern in the jewelry industry. Zhao Haiping, a national registered jewellery quality inspector, said that quality inspection should be an absolutely fair third party between buyers and sellers, so its integrity, ability, and perspective are all crucial. important. "At present, many quality inspection stations are very self-study and upgraded. There are sufficient comparisons within and between the quality inspection stations, and the employees are qualified by the national registered jewellery quality inspectors. For the quality inspectors As long as the station is right, it will not lag behind the market too much."

Why are consumers still having questions? Zhao Haiping believes that this has a certain relationship with the current degree of jewellery quality inspection market. He said: "Consumers have such a concern is a good thing, not only can promote the development of the industry, but also promote the ability of the industry as a third-party quality inspection agency."

In response to the most worrying quality problems of consumers, Zhao Haiping, a national registered jewellery quality inspector, said: "There are some differences between jewelry products and conventional goods. Consumers have more complete contact with ordinary goods in daily life, that is, for ordinary goods. The recognition is higher than that of jewelry products. In addition, high-value jewelry products mean that consumers will pay higher costs. Then the problem comes. First, consumers do not understand the jewelry products deeply, and secondly, they need At a higher cost, natural consumers are particularly concerned about the quality of jewelry products. Therefore, businesses need to pay attention to and improve the quality of products."

In addition to the improvement of product quality, Zhao Haiping believes that businesses must also strengthen the cultural propaganda of jewelry products. “For the industry, it is not enough to produce only quality products. It is also necessary to publicize and popularize the knowledge of jewelry culture, so that consumers can know what they are buying, why they buy it, and what it means.” At the same time, he suggested Businesses will take the road of differentiation in the future, so that consumers can feel the difference value of products.

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