In the past two years, there has been an obvious trend of digitalization in the jewelry industry. On the one hand, consumers' habits have changed, including the popularity of online consumption, and the personalized pursuit of the young group born after 1990 has prompted the demand for jewelry customization. On the other hand, changes in the market environment, including the rise of brand live streaming, the epidemic forced physical retail to open the "cloud shopping guide" mode. Only the forerunner can seize the opportunity -- because of the sensitive sense of smell of industry changes, some leading enterprises in the jewelry industry have opened the digital layout. However, various problems have also been exposed in the process of reform, such as insufficient digital experience, the aging of the original system and the need for updating and iteration, and the shortage of talents.
Under the trend of younger age, jewelry digital marketing achieves accurate reach
As a "non-rigid, strong marketing" consumer goods, jewelry is endowed with "emotional value" and "symbolic meaning" is the real value. Classic slogans ranging from "A diamond is forever" to "Only one diamond for a man's life" have helped jewelers rake in millions. All these marketing ideas cater to people's needs of emotional value: they project their exclusive and long-term expectations for love onto objects such as diamond rings.
Therefore, for jewelry brands in urgent need of mass consumption, keeping close to the consumption concept and demand of young people is the way to survive. According to Whale's in-depth research on the jewelry industry, the current development of the jewelry industry mainly shows the following trends:
I. Consumption upgrading drives the transformation of jewelry industry mode
With the increase of income and the upgrade of consumption, people's consumption habits of jewelry have gradually changed from "low-frequency and low-frequency re-purchase" to "high-frequency and high-frequency re-purchase". According to statistics from Feigua, since the second half of 2021, the average monthly growth rate of jewelry categories on short video platforms has exceeded 50%. Compared with June, jewelry sales in November increased nearly four times. The release of consumers' demand for jewelry has further spawned the entry of many jewelry practitioners, and the number of both the host and jewelry-related stores has increased significantly.
Second, jewelry consumption is becoming younger, and high-end and light luxury styles are favored by the market
With the gradual rise of the new generation of consumers born after 1990 and 2000, jewelry consumption tends to be younger, and more brand designs tend to be younger and fashionable. Jewelry styles are "from complex to simple", especially the minimalist, light and luxurious ones, which are easier to open the hearts of young people. And has always been the main attack on the elderly market "gold", also began to force young people.
Third, wear jewelry as the main consumption demand, women pursue exquisite beauty, men pay attention to practicality
Under the economy of appearance level, the daily jewelry is the general trend, and the daily jewelry with rings, bracelets and necklaces has become the main consumption appeal. Overall, different consumer groups have distinct preferences, with young women preferring to buy jewelry that highlights temperament and personality, such as gold, diamonds and fast-fashion alloys, while older men prefer collectible jade.
Iv. Dual-wheel drive of brand live broadcasting + vertical talent stimulates new brand growth.
In recent two years, with the rise of short video and live streaming trend, new traffic platform has become a competitive place for brand marketing. Jewelry brands establish a self-seeding matrix to dig potential users, which can not only attract the conversion of different users, but also enhance brand exposure on the platform. Among them, the "talent distribution + brand self-broadcast" model has almost become a unified consensus in the industry.
It can be seen that the characteristics of surging demand, young age and diversified marketing presented in the current trend of jewelry industry mean that the jewelry industry has already jumped off the traditional offline operation mode. In order to accurately grasp the consumption needs of young people and accurately reach users in the digital age, digital marketing is the key for brands to achieve fine operation.
How to build a jewelry digital marketing system?
After deeply understanding the brand operation thinking and the key to traffic transformation in the jewelry industry, Whale strategy helps brands build digital marketing system from four dimensions of global consumer insight, digital content upgrade, marketing scene integration and spatial intelligence.
CDP: Global consumer insight
To help the brand build a whole-domain digital marketing system, the first step is to open up the whole-domain data information of the brand, realize consumer behavior insight and build the user label system. Whale Strategy "Customer Data Platform" collects the data of the whole network through One-ID, and uses ID-Mapping to capture the browsing footprints and interactive information left by users on multiple platforms, including commodity data, order data, interest preference, browsing click and other multi-dimensional information.
Next, on the basis of information collection, comprehensive data cleaning, analysis and insight are carried out. According to the detailed data of user browsing, click, purchase, evaluation, etc., multi-dimensional label system including customer portrait, interest preference, consumption characteristics and so on is constructed, which is convenient for the brand to do fine management of accumulated user data assets, and the follow-up can be based on the differentiated needs of users. Develop a brand marketing plan of "thousands of faces".
DAM: Digital content upgrade
Under the trend of more and more diversified brand marketing channels and forms, how can jewelers achieve accurate reach and effective transformation of users? First of all, we should screen out marketing channels in line with brand positioning and precise customer groups on each platform, and then do brand placement, content marketing and traffic conversion on the basis of effective channels. Taking the most popular short video and live streaming platform among young people as an example, jewelers generally adopt the marketing model of "expert distribution + brand self-broadcast" to attract precise customer groups and complete traffic conversion.
In the early stage of planting grass, in the distribution mode of the talent, because the effect of the vertical talent is often better than that of the head talent, so the brand will choose the jewelry anchor with the vertical basis; In terms of content and people, we can use short videos to introduce the jewelry design and production process, quickly cultivate users' trust in the account, and more easily have a stable and loyal fan base. In terms of brand self-broadcast mode, jewelers generally establish self-broadcast matrix to drive the sales growth of broadcast room with the combination strategy of "welfare payment + flat promotion payment".
In the later stage of weeding, there are some matters to pay attention to: first, the jump link of the single link should be silky enough to avoid user loss due to poor experience; Secondly, key transformation links can be combined with discounts to promote user decision support and sales transformation. In addition, for the viewing duration and transformation of users on various platforms, data monitoring and data analysis should be paid attention to, so as to facilitate the screening of effective marketing channels, design incentive strategies in the later stage, and guide users to complete sharing fission and secondary consumption.
WMC: Full link integration of marketing scenarios
Finally, it comes back to the core of Whale's mastermind digital Marketing solution: Whale Marketing Cloud - data-driven growth. Specifically, through different marketing channels such as online Kuaishou, Douyin, Xiaohongshu, wechat, and the brand's official website, corresponding digital content marketing is carried out according to the characteristics of the platform, such as short videos, live broadcasts, graphics and other forms, combining the marketing data insight of each channel with the user label system, to build an intelligent marketing model of "thousands of faces" for different channels and users.
For example, starting from the performance target of the brand anniversary and other activities, the user label system quickly selects people, matches the reading preferences of people in different channels, realizes accurate reach through SMS, wechat and Push push, and transforms sales through marketing activities such as coupons and free in-store experience to help the brand recommend the most appropriate marketing strategies for each consumer. To increase marketing conversion rate.
Spatial intelligence
Space Intelligence is a digital operation solution mainly aimed at offline stores of jewelry brands, including smart retail and smart marketing. For example, Whale masterfully collects data such as user browsing and product trying through smart screens and other devices to enrich consumer portraits. For another example, Whale strategy monitors users' journey through intelligent hardware devices, collects data information such as customer flow path and user interaction with products, and helps brands optimize store operation and management.
Under the trend of digitalization in the jewelry industry, Whale Masterly helps the brand realize the overall marketing upgrade, break through the global data, complete the user data precipitation, and build the user label system through the global digital solution. In-depth understanding of users to achieve accurate touch; Grasp consumer demand, from a single transaction behavior into the full life cycle of consumer operation; Through more and better precise services and intelligent marketing, we can help brands achieve refined operation and performance growth in the stock market.
About Whale strategizing
As a professional omni-digital marketing operation platform in China, Whale, through key technological innovations in artificial intelligence (AI), large-scale Internet of Things (IoT) and Data model (Data), provides future-oriented retail brands with data-driven, collaboration-first, simple and easy to deploy omni-brand marketing solutions. It aims to enable sustainable fine operation and lean growth of retail brands and open up the "last mile" of MarTech. At present, Whale strategy service system has widely covered food and beverage, beauty makeup and skin care, fashion shoes and clothing, light luxury jewelry, digital electrical appliances, catering and tea drinking, business super convenience, automobile service, medicine and health and other industries. It has accumulated benchmark customers such as Unilever, Watsons, Sibei, Midea, Paopamart, Nextev, Carrefour and more than 300 Top brands in the industry. The company was founded in 2017 in Hangzhou, and has offices in Shanghai, Shenzhen and Beijing.
