With the young women of Generation Z becoming the main consumer groups in shopping centers, jewelry collection shops that used to be all over the streets are upgrading and making a comeback to enter shopping centers. And these high-value jewelry collection stores are becoming a sharp weapon for shopping centers to attract customers.

In a jewelry store in the Convergence Center in Daxing District, Beijing, consumers are shopping for goods.

Different consumption scenarios attract attention.

Thanks to the soil of "her economy", the small jewelry collection shop in the shopping center quickly became popular. Almost all of these shops are very large, covering earrings, necklaces, bracelets, headdresses, hats and other categories and SKUs. More neat "obsessive-compulsive disorder" whole wall display has also become a highlight of this kind of shop.

Not long ago, two jewelry collection shops appeared in shopping malls in Beijing. The first store of China, a membership-based fashion jewelry brand, recently appeared in Beijing Oumeihui Shopping Center, with a storefront area of nearly 300 square meters. There are ten thousand fashion accessories in the store, including earrings, necklaces, rings, hats, brooches, hairpins, hair bands and so on. According to different types, a whole wall is used to divide the area, which has formed a strong visual impact. Coupled with the ins-style online celebrity punch-in immersive shopping environment, it is very attractive.

Zhangwu is also a jewelry collection shop. The environment and furnishings here are also immersive that young people like. The walls are covered with jewels. The details of the shop are also quite distinctive. For example, from a distance, it is colorful candy in a transparent box, but when you look closely, you find that it is a variety of hairpin headdresses. Zhangwu adopts the form of self-help shopping, and it won't be embarrassing to take photos casually when entering the store. Tiffany Blue Bear, which is more than one person tall in front of the store, has attracted many photographers.

Coincidentally, many brand stores of accessories opened in Shanghai in 2020 have their own styles, and many collection stores have become new punching places for online celebrities to attract young girls. Onion Onion Warehouse is located in a shopping mall in Shanghai. The main color of the whole storefront fits the "onion" element in the store name. The combination of milky white and light purple is comfortable and healing. The industrial design of the doorway warehouse style is also a fashionable decoration style in recent years. Its overall storefront design is not a straight-line sense of simplicity, but an onion-like spiral action route for consumers, including some clever arc designs, which are more interesting than ordinary straight-line display design and more artistic in taking pictures.

According to industry insiders, the consumer groups of fast fashion accessories are mainly concentrated in young people under the age of 30, and for young people, eye-catching consumption scenes have become just the need of offline shopping stores.

Leading the new fashion of consumption

In fact, jewelry collection stores are not a "new species" of shopping centers. European and American luxury brands such as Bulgari, Tiffany and Van Cleef & Arpels, luxury brands such as APM Monaco, Pandora and Swarovski, local wedding brands such as Chow Tai Fook, Zhou Shengsheng and Laofengxiang, or common brands such as Ajidou and MGS Bangkok Bank all appear in shopping centers in different positions to meet the diversified needs of consumers.

In recent years, a large number of new jewelry brands have emerged in shopping centers. Compared with traditional brands, these new brands pay more attention to store design. Of course, product quality, service experience and other factors will affect the future direction of the brand. No matter how the times change and the trend changes, the core of a brand's long-term development is to attract more consumers with its cost-effective products.

For consumers, in addition to the speed and price advantage of product upgrading, it has become the most important factor for young customers to choose brands. However, in many new fast fashion jewelry collection stores, in addition to the scene experience, can we tap more meta-competitiveness, such as frequent new products, member viscosity, cross-border themes and so on. Or help the brand break through?

According to industry insiders, jewelry collection stores choose to open in shopping malls with large traffic. Although they bear high rents and operating costs, the harvested passenger flow has "pulled back a city" for them. In addition, the products are new and fast, and the frequency of upgrading is high. After the brand has formed a group of "inherent fans", the profit space has also increased.

Tap the consumption potential of Z generation

With the Z generation gradually becoming the main consumer, jewelry consumption has shifted from traditional ritual consumption to higher frequency daily consumption. More choices, new products and high cost performance have become their main consumer demands, and more and more small jewelry collection stores have become the new favorites of Z generation.

With the increasing diversification of consumer demand scenarios, the trend of youthfulness is unstoppable, and the era of fast fashion in the field of fashion jewelry has arrived. Jewelry is no longer just a supporting role in the fashion retail field, but gradually becomes a mainstream product. However, China still lacks local jewelry brands with strong potential, and there is still great potential to be tapped in this field.

According to the consulting data of Ai Media, in 20021year, the user scale of China's jewelry consumption demand is expected to reach/kloc-0.05 billion person-times, and the market scale will reach more than 200 billion, with an annual growth rate of nearly 20%. It is also estimated that the people of Generation Z account for 56% of the total consumption power of the jewelry industry, and the annual repurchase rate reaches three times. Compared with the purchase frequency in Europe and America, the market still has a lot of room for improvement.

Generation Z has become an important force in jewelry consumption, and their functional demand for jewelry has gradually changed, from emotional demand and ritual demand to self-assertion and various accessories demand ... Their demand for jewelry has increased, their consumption frequency and willingness have become stronger, and they also pay attention to personalized creative design.

In addition, the brand store model, which is mainly composed of collection stores and concept stores, has become popular in the field of commercial real estate in recent years. For example, brand-new commercial retail forms such as beauty collection stores, life and home collection stores, and tide play collection stores have emerged one after another. In the past, the domestic jewelry field was dominated by small boutiques of 30-50 square meters. The overall level of the jewelry industry is low, the product homogeneity is serious, and the store image is average, which has not formed an unforgettable brand image in the hearts of consumers. (Yi Yan Peng Tingting)

Editor responsible for correcting mistakes: Bai