A Hollywood film "Blood Diamond" was once impressive. A few oligarchyes such as De Beers controlled the global diamond trade, and even did not hesitate to launch a large-scale war. What is the real situation? Gold, jade, jewelry, where do their resources come from, and what kind of order is flowing globally? What is the jewelry business?
Jewelry and jewelry
Many industries have similar structures in structure. The difference is whether you are taking the public route or the high-end route. In the eyes of outsiders, jewellery must have low-end, mid-range and high-end points, and it is not so mysterious. It is nothing more than objects. We should pay attention to the law of universality in the industry.
In fact, jewelry and jewelry are on two lines. The jewelry industry needs a lot of brand value-added, and it increases the brand's popularity through packaging and advertising. Jewelry is very different. People who have the ability to consume jewelry, such as the royal family or the oil tycoon, buy jewelry for the sake of collection. So they will go to a special store to customize. The brand of jewellery is not important to them. Even if he goes to Cartier or Tiffany, he is looking for his custom department. Basically, he thinks that the things in the store are usually worn. Jewelry is generally sold in a street-side specialty store, but jewelry is not placed in this channel.
Moreover, the trading of jewelry is very simple. There is an Israeli diamond supplier with annual sales of nine digits. He has offices in four countries and only 15 employees worldwide. Every time I come to China, I carry a backpack for mountaineering, which contains hundreds of diamonds. When the jeweler finds him, he may find a street coffee shop to look at the goods, talk about the price, call the bank, and after a few seconds the bank sends a text message saying that the money has been received, well, the transaction.
Selling jewelry and selling jewelry really make a big difference. The jewelry industry has no threshold other than a large amount of money. If you are a clothing store, it may be enough for three or four hundred thousand, but if you are a jewelry store, there will be no four or five million. The threshold of jewelry is low, so everyone attaches great importance to the brand. Consumers believe that the brand is the guarantee of craftsmanship and quality, and also has the ability to preserve value.
In fact, expensive things are easier to handle, and sometimes it is very difficult to sell more than a thousand yuan. Because these customers are the ones who really see the money, he has to take it very seriously. The jewelry industry is actually similar to the retail industry, and the threshold does not look high but it is real.
There are a lot of hidden rules in high-end business. For most entrepreneurs, you may never be able to touch them. For example, Blackstone’s current CEO and President Bush of the United States live in a dormitory at Yale. This advantage cannot be replicated by others. . So what we can talk about is the universal law of the industry, first to find out what the rules are, and second to know what the outcome of the competition is. An industry has reached its top, most mysterious position must be a hidden rule.
How does Blackstone Group do business? Blackstone is the person who Liang Jinsong came to find CIC. You take 3 billion to buy us Blackstone. It is as simple as that, no one needs to be in the middle. Just like selling jewelry, 6 carats, 10 carats of diamonds, made to order, carrying a bag, go back to production after the sale, this is a homogeneous business.
The core resource of the jewelry business is actually two parts. One is that you can get the best gems in the world by getting close to the gemstones; the other is that you can find people who can afford these gems and maintain their relationship with them. It's as simple as it is, but in reality, this is very difficult. You go to the upstream to buy gems, and people don't necessarily give you. Gemstones are scarce resources, the absolute seller market, not to say that you have money to sell to you. People need to test your strength and credit. These are time-consuming accumulations. The jewellery circle has a transfer system all over the world. You need goods to give you, but you have to sell them in a few days. This is to test your ability. If you sell it, you will be closer to the core circle. . The closer you are, the more gems you can't see on the market. The richer people in China are more and more. They must hope to find something that others don't have. This is the business of our jewelry.
New channels for jewelry
From an investor's point of view, there are actually many entrepreneurial opportunities in this industry. The Blue Nile is a hot jewelry e-commerce site in the United States. The young man worked very well before. But when he went to buy a diamond ring for his wife, he wore a pair of jeans, and the waiter in the store ignored him. He is very depressed and feels that jewelry should not have such a high consumption threshold. After returning home, I wrote an e-commerce business plan, which was very appreciated by investors after being seen by investors. A new business model was born.
We can see in almost all industries that all those who have established a vested advantage will face the challenges and subversions of new challengers. In the field of jewellery, everyone thinks that the barriers are already high, and it is difficult for outsiders to enter, but now China also has e-commerce sites like the Blue Nile, such as Diamond Bird, Cymbidium, Zocai, and Nine Diamonds. Net (acquired), check drill network, etc.
However, it is impossible for B2C websites to cover all styles and all things. They can't do it all. But at the same time, e-commerce is definitely the future development trend, and no one can compete.
A business model is unlikely to completely eliminate another business model. The amount of information on the Internet is so large, and the paper media has a living space. The reason is the same.
From the perspective of the development of commercial channels, from the beginning, it was an independent store on the street. Later, department stores appeared, and then supermarkets appeared. Now online sales have appeared. The first few did not squeeze the front and the first store. The new sales model only diverted the original customers. However, the differences between products and brands are very important. With differences, various forms of sales have room for survival.
Jewelry entrepreneurship
Traditionally, entrepreneurs entering an industry always enter a lower threshold, then slowly build higher thresholds through accumulation, and finally reach the top of the industry. At this time, they will gain excess competitiveness and gain Profitability. So for an entrepreneur, maybe you have some natural resources, you can enter this circle at once, otherwise you still have to follow the logical sequence of entrepreneurship, and slowly accumulate from the low end. Unless you can subvert, re-enact the rules of the game!
Jewelry is a capital and labor-intensive high threshold industry. For the new generation of jewelry entrepreneurs, if you continue to follow the original traditional model, almost the first barrel of gold has not accumulated, it has been The waves have gone down. But if you just hold a few PPTs and shout the Internet + jewelry, it's a shame that you are not a liar or a fool. The real Internet thinking jewelry is not to build a few malls and wait to collect money.
But for the new generation of jewelry entrepreneurs, the Internet is a shortcut that has to be considered, but the real way to go is to be a young jewel entrepreneur, think about it!
After all, this is the worst era and the best. Many people are seeing a downturn in the industry, but others have seen "risk opportunities" in the crisis. With the flow, you will not starve, but it is not a business!
It’s actually not easy to start a business in jewelry.
What is a jeweler? Scared neighbors, starving wives.
What is jewelry business? It’s a group of madmen playing with fire.
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