/PRZWT/June 26, 2024 Shanghai - 1. Precise positioning to reach young consumers
It can be seen that gold jewelry is no longer unique to the middle-aged and elderly consumer groups. Although gold products have always been considered a value-preserving investment choice, traditional gold jewelry cannot meet the needs of young consumers for personalization and fashion, but with the increasingly diverse life scenes, the consumption outlook of the younger generation is also gradually changing. Their demand for jewelry is increasing, and they are more willing to pay for unique, innovative, interesting and high-quality jewelry products. This has also prompted jewelry brands to emerge with new materials, new processes and new concepts, bringing more diverse choices to young consumer groups.
Second, born for love, the brand insists on innovative development
Zhou Dasheng, a leader in the jewelry industry with the brand concept of "Born for Love", knows that in order to maintain or increase its share in the jewelry market for a long time, it needs to constantly connect and maintain dialogue with young people. From Zhou Dasheng's first series of jelly enamel products that exploded in 2023, to the eye-catching oil painting enamel art products, and then to the fluorescent enamel craft products pioneered by the brand, its continuous innovation ability not only allows consumers to see the diversity of traditional enamel craftsmanship, but also allows it to deeply enter the young consumer market. It can be seen that the Zhou Dasheng brand has continued to pay attention to the aesthetics and trend culture of the times for many years, and insists on "staying together with the tide and playing together" with the young group.
Third, a new experience, the first fluorescent enamel process
The Zhou Dasheng brand anchored "diversification" and "innovation" as keywords, and developed the industry's unique jewelry pioneering process - fluorescent enamel process in 2024. The new "fluorescent enamel butterfly" series came into being, successfully creating "luminous gold". This innovative move immediately aroused the curiosity of consumers, who wanted to find out. In terms of design, the fluorescent enamel butterfly transfer beads are designed with different forms of butterfly wings hemming with streamlines, reel beads, lace lace, etc., through different poses of the frozen frame butterfly dancing, and through the blessing of fluorescent enamel process, gold jewelry can also show a gorgeous fairy tale feeling. It is understood that Zhou Dasheng's fluorescent enamel effect is formed by the luminous raw materials in the product enamel under the illumination of a specific light source, which subverts the heaviness of traditional gold. With a high-value appearance design, the product is more visually impactful and artistic. As soon as it is launched, it has gained a great deal of popularity.
Based on the interest labels and scene symbols of young people, from the concept of "metaphysics" that young people like as an entry point, Zhou Dasheng seized the two strong hotspots of "Butterfly Year One" and "Nine Purples from Fire" to combine butterfly elements with fluorescent enamel. The new life of traditional craftsmanship echoes the metamorphosis and new life of butterflies, so that the product is strongly related to concepts such as "good luck" and "life shines brightly", which strengthens the mind of consumers, so that once the product is launched, it will trigger a purchase boom. According to incomplete statistics, only 40 days after the launch of fluorescent enamel, GMV broke through the 6 million. Fluorescent enamel products not only have both appearance and connotation, but also their "fun" attributes are deeply ingrained in the hearts of consumers, continuing Zhou Dasheng's first series "String out your good life" concept, bringing more possibilities and innovation to consumers DIY, prompting consumers to be more bold and free to string bracelets with personal style, and share social platforms. It can be seen that fluorescent enamel products are widely loved by the public, meeting consumers' new needs and expectations for jewelry products.
Fourth, refresh cognition, young marketing is deeply rooted in the hearts of the people
The Zhou Dasheng brand not only continues to deepen the brand's youthful impression through product innovation, but also extends related marketing gameplay to gather young groups. Key marketing through brand TVC, talent recommendation, star upper body, etc., through nearly one million fashion bloggers - square guns recommended, TVB actress Li Shimian in the brand movie "Eros · Kim No Change" same marketing, Li Ziting and other female stars private clothing accessories sharing, etc., adopt a relaxed but more convincing marketing method, so that fluorescent enamel products and brand marketing power break through film and television, star fans and other circles, radiate more young people, and continue to precipitate brand power. I believe that the Zhou Dasheng brand will bring more surprises on the road to youth in the future.
