2009 China Jewelry and Jade Jewelry Guide
In 2009, in the face of the global economic crisis, Hongqiao market actively responded, and according to the characteristics of the market, it intensified the promotion of pearl culture and launched a series of publicity activities:
1. Pearl exhibitions on Youth Day and Mother's Day highlight market characteristics.
Combined with the characteristics of strong holiday consumption demand, in May, the market organized powerful merchants to set up exquisite display cases to display and sell pearl ornaments, and held activities such as "Decorate all ornaments-Hongqiao Pearl Youth Festival Taobao Market" and "Hongqiao Pearl, Protect Motherly Love", supplemented by pearl model show, prize-winning knowledge quiz, treasure hunt and large-scale publicity. He has published 26 articles in Beijing Evening News, Jinghua Times, Legal Evening News and Boutique Shopping Guide 14 media. Among them, New Chongwen Daily even published "Hongqiao Pearl, Guarding Motherly Love" in a full page, and Sina.com, Phoenix.com and other websites reported the event in the form of reprints.
2. Take advantage of the situation and continue to write pearls
In order to consolidate the positive influence and good effect of the previous activities on Hongqiao Pearl brand, the market held a large-scale pearl jewelry exhibition in Hongqiao Pearl Season from June to August, which was organized and planned by the merchants themselves. During this period, Hongqiao Market participated in the "2009 Summer Festival of Beijing Characteristic Commercial Street" organized by Beijing Municipal Commission of Commerce on behalf of characteristic commercial enterprises in Chongwen District, and used the powerful media of the government to promote the "Hongqiao Pearl Season". Jiji. com also made ten series reports in the Beijing Times, but there was no hard ball promotion. Instead, the knowledge of pearl consumption is subtly implanted in consumers' hearts, so that potential pearl consumers can understand pearls, and then guide and stimulate their purchase demand.
3. Launch the activity of "Hongqiao Pearl Creating the Perfect Bride-Fashion Pearl Wedding Exhibition"
Since autumn, with the obvious increase in the number of people getting married, the market has perfectly combined pearls with wedding dresses to create the perfect bride. In September, the Charming Pearl Wedding Exhibition was held. Through the model catwalk, the matching of wedding dresses, dresses and pearl jewelry is displayed, the knowledge about wedding accessories is popularized, and the static display of high-grade pearl jewelry is timely cooperated to attract some studio customers to spend money in Hongqiao market. During the Eleventh Golden Week, the market organized the promotion activities of pearl derivatives (such as Plana pearl cosmetics) to dig deep into the intrinsic value of pearls and further attract consumers' attention. The market also took advantage of the opportunity of1early October 165438+ to participate in the 2009 China International Jewelry Fair, and vigorously promoted the concept of "Hongqiao Pearl creates the perfect bride". At the jewelry fair, a series of wedding pearl ornaments were fully launched, wedding models were arranged to wear exquisite pearl jewelry for the catwalk, and professionals instructed customers on the matching skills of pearls and wedding dresses.
After the continuous promotion of special pearl products and Hongqiao market brands, the market has attracted more and more attention from consumers. In the pearl boutique area, you can often see consumers who come to buy pearls, especially young and fashionable people, which shows that consumers in China are gradually accepting and like to wear pearl ornaments. Hongqiao market will further expand the influence and professional brand appeal of Beijing First Pearl Company in terms of development ideas, and strive to form a brand representing the characteristics of China Pearl industry, which is embodied in the following aspects:
(1) Enrich the variety of pearl products and optimize the product structure. In order to reflect the professionalism of Hongqiao as a pearl market and meet the needs of different consumers, the market has introduced pearl cosmetics and health products such as Prana, Longevity Bird and Jingrun Pearl, and set up business areas. Introduce jewelry processing merchants and support them to provide customized services for customers; Continue to expand the varieties and uses of pearl products, including pearl clothing, and truly develop Hongqiao into a full range and all-round pearl product market.
(2) Establish independent brands and expand brand revenue. The brand awareness of Hongqiao market has formed its core competitiveness. In order to give full play to this advantage, the market will gradually reform the original business model, increase investment in the packaging, publicity and promotion of its own pearl cosmetics brands, and the development of beauty salons and pedicure shops featuring pearls. It also plans to unify the product packaging and cashier operated in the market and develop in the direction of standardized commercial enterprise management.
(3) Carry forward the pearl culture and strengthen the promotion. Hongqiao Market, as the promotion center of China Pearl Culture, will enrich the theme activities of "Perfect Bride", perfectly combine the harmonious and complete cultural characteristics of "Bride" and Pearl, and promote the registered trademark of "Perfect Bride", extending from Beijing to Tianjin, Zhejiang and Hainan, and then spreading to the whole country.
On September 20th10, Hongqiao Market will hold the third "Beijing Hongqiao International Pearl Culture Festival"; It is planned to build a "Pearl Museum" to show the whole process of pearl formation, breeding and processing, introduce the identification, appreciation, medicinal and health care functions of pearls, display pearl treasures for a long time, and inherit China's long-standing pearl culture.
2009 China Jewelry and Jade Jewelry Guide