In recent years, the national tide has been in power, and ** jewelry brands have taken advantage of this "east wind" to seek transformation and upgrading. With the gradual younger consumer groups and more diversified and changeable needs, how to make the jewelry industry bloom with unique charm and give brands more possibilities under the influence of traditional culture and modern fashion, has become a topic that many enterprises are actively exploring.
At the 2023 China Fortune Conference** and Jewelry Economic Development Forum, Zhang Wenbin, head of China Market Research of the World Platinum Investment Association, expressed his opinions with the guests, deeply excavated traditional cultural elements, promoted the spirit of craftsmen, and discussed the road of brand development of jewelry enterprises under the trend of national tide culture.
Under the trend of national tide culture, the first and the road of brand development of jewelry enterprises round table forum.
Ren Gefan: Let the cultural relics come alive and make the best resources more valuable
The national tide must first be fashionable and reflect the internal needs of the current people;The second is to please yourself, only young people like it, and only have a future;The third is to actively respond to the national tide and maximize the value. When talking about how to integrate the national tide culture with the best resources, Ren Gefan, deputy general manager and general counsel of Shaanxi ** Group Co., Ltd., said.
Ren Gefan pointed out that ** is precious. Therefore, while satisfying people's yearning for a better life, it is more important to maximize its value. "Shaanxi, as a famous province of cultural relics and resources in China, has a rich historical and cultural accumulation, so when making every product, do not forget that we have a wealth of cultural relics, and we must express the full cultural connotation with the smallest gram weight product. ”
When talking about the opportunities and challenges of the "national tide fever" for leading enterprises, Ren Gefan said that it is necessary to use innovative thinking and technology to empower differentiated development. For example, Shaanxi ** Group has developed *** 3D printing technology, and on this basis, it has added the fashion and self-pleasiness of the product. At the same time, in order to facilitate the realization needs of young people, Shaanxi ** also provides a complete system of repurchase services to meet the personalized and diversified needs of young people.
Wang Zhen: Driven by the traditional "two-wheel" drive, the "two wings" of digitalization and intelligence are flying together
In recent years, the development of the national tide and the first jewelry industry can be recognized from the 'two-wheel' drive of technology and design", said Wang Zhen, Secretary of the Party Committee of the first jewelry industry chain in Luohu District and director of the Shenzhen Jewelry Museum.
When talking about how to give the industry new momentum under the national tide or the new situation, Wang Zhen pointed out that under the traditional "two-wheel" drive, the "two wings" of digitalization and intelligence fly together. In terms of digitalization, existing enterprises have transformed the entire traditional industrial chain system through digital means, and continuously expanded and extended the chain to make the entire industrial chain system more resilientIn terms of intelligence, vertical flexible production is implemented through intelligent and modern scientific and technological means to expand output.
Wang Zhen believes that traditional design and craftsmanship can continue to drive the industry forward to "steady and far-reaching", and at the same time, it is necessary to continue to innovate on the basis of integrity, and promote the industry to grasp more development opportunities in the broad blue ocean through the "two wings" of digitalization and intelligence.
Liu Hu: ** is a natural carrier of excellent traditional Chinese culture
Culture is inseparable, and it is a natural carrier of excellent traditional Chinese culture, and we should make good use of it to talk about Chinese culture. Liu Hu, deputy general manager of Shandong ** Financial Holding (Shenzhen) ** Investment, said that it is necessary to put excellent traditional culture and Chinese elements on jewelry, inherit it, keep integrity and innovation, and carry it forward. Only in this way can the jewelry industry keep pace with the times.
As a large-scale gold production enterprise, in the process of inheritance and development, Shandong ** continues to seize the current consumption hotspots and bring forth the new, such as the "glory of one gram" of the Hangzhou Asian Games, so as to increase consumers' attention to the first and promote the development of the industry. Liu Hu said that in the future, Shandong will continue to make efforts to the downstream from the perspective of scale and cultural creativity, and contribute to the sustainable development of the jewelry industry.
Li Yangjin: Empower science and technology with national tide culture and promote the high-quality development of product innovation
When we use Guochao culture or Chinese elements to empower technology products, Guochao is not just an ordinary domestic product, but an international trend that goes abroad and goes to the world. Li Yangjin, executive director of Hainan Cipni International Watch Technology, said frankly.
Taking Huawei's smart wearable watch as an example, Li Yangjin pointed out that the watch combines the best K gold with the smart watch, and successfully elevates the smart watch to a new height.
Li Yangjin said that Cipuni grasped the industry trend and launched a first-class smart watch equipped with Huawei's smart movement, which was launched on JD.com's "Double 11", and the market response was good. In the future, it will promote more smart watches and smart wearable products of China's leading domestic brands on the market.
Yang Dong: Guochao must attract the empathy and resonance of consumers in order to be accepted by the market
Yuyuan jewelry itself is rich in national tide 'gene'", Yuyuan jewelry fashion group president assistant Yang Dong said when talking about the national tide, Yuyuan jewelry has two major national tide "genes", one is Yuyuan jewelry and its "old temple" and "Yayi" two ** jewelry category of time-honored brands, originated from Shanghai's cultural and commercial roots - Yuyuan;Second, Yuyuan Jewelry is backed by Yuyuan Co., Ltd., a consumer industry group, which involves diversified industries such as jewelry, catering, wine, watches, cosmetics, traditional Chinese medicine and health, pets, cultural and creative, and commercial retail, among which there are nearly 20 time-honored Chinese brands and local time-honored brands.
Yang Dong believes that for young people or larger market groups, Guochao is not a concept or slogan, and must arouse the empathy and resonance of consumers before it can be accepted by the market. Because of this, Yuyuan Jewelry undertakes the "Oriental Life Aesthetics" topping strategy proposed by Yuyuan Co., Ltd., implements it at the product and channel level, and takes new products and new stores as the starting point, giving significant national tide and Oriental life aesthetic characteristics from products to offline stores.
It is understood that the forum is hosted by the Xinhua News Agency Brand Work Office and China Fortune Media Group, and is supported by China Jewelry and Jade Jewelry Industry Association, China ** Association, World ** Association, World Platinum Investment Association, and China ** Newspaper, and supported by Qinglian Wanjia Cultural Development (Beijing) **Shanghai Xingdong Industry.