Where Are The Opportunities For Neglected Jewelry O2O?

There are two reasons why users have already started to search for mobile phones before buying.

1) jewellery O2O is not suitable for pure e-commerce mode, it can only be a direct selling O2O.

2) the jewelry industry is relatively non-standard and is heading for high frequency and low volume development.

　　 First: the current retail business of jewelry retail industry is mainly divided into two types: pure e-commerce mode and direct selling type. O2O mode

Pure electricity supplier mode: this mode saves the cost of building entity stores, reduces inventory pressure, and the prices of products sold are generally relatively low. But whether it's an e-commerce platform or a self built online shopping mall, the description of pictures and text forms is hard to compare with the on-site experience brought by the entity store to consumers. Poor consumption experience, become pure. Electricity supplier mode Weakness of development.

Direct sale O2O jewelry sales mode: this mode has integrated the advantages of the entity store and the electricity supplier to a certain extent. Whether it is "shop viewing style, online transaction" or "online ordering, shop purchase", it has contributed to the improvement of volume to a certain extent.

Existing Jewellery Most of the products sold by electronic commerce are those with relatively high degree of standardization, easy to describe diamonds, gold ornaments or low prices, and consumers do not have high requirements for on-site experience, such as crystal and silver ornaments.

Through the comparison of the two models, it is easy to see that building a mobile Internet based platform O2O mode is the only way to solve the existing dilemmas of jewelry retailing. This mode can give full play to the advantages of mobile Internet and traditional physical stores, accelerate the transformation and upgrading of jewelry retail industry, and promote the deep integration of online and offline businesses.

　　 Two: the jewelry industry is relatively non-standard, and is heading for high frequency and low volume development.

Jewelry is more extensive than diamonds. Besides gold and silver, it also includes ruby, jade, cat's eye, diamond, sapphire, tourmaline, crystal, pearl and so on. Diamond is relatively standardized, 3000 yuan / single, and jewelry does not have the characteristics of standardization, is not suitable for electric business, and 300 yuan -400 yuan / single, the average passenger unit price is relatively low.

In the field of O2O, there are three common characteristics of the enterprises that are being pursued at present: 1) heavy mode; 2) high frequency consumption; 3) logistics. Patterns and systems are the problems that every O2O heavy mode enterprise needs to solve. The project requires O2O to turn jewellery into a high frequency commodity.

Although jewelry is a bit of a local tyrant in China, there is no strong sense of design in foreign enterprises. With the growth of post-90s and 00, jewelry has not only been designated as a wedding purchase commodity, but gradually gradually become jewelry by the younger generation. Jewelry buying crowd is younger and fashionable, shopping craze is no longer the traditional wedding day for May 1 and eleven, but is 38, Qixi, Christmas, Valentine's day and other festivals, jewelry sales in these festivals rose linearly.

The bottleneck of future jewelry retail business mode: jewelry is a relatively special commodity, with high price, low standardization, and bearing many cultural connotations. When consumers consume jewelry products, they need to collect a lot of information, such as merchants, brands, styles, prices, preferences, after sales services, user evaluations, etc., to analyze and sort out these information, and make a horizontal comparison of product attributes according to their own understanding, so as to provide reference for purchase decisions. More importantly, because of the special attributes of jewelry, consumers will emphasize more about buying jewelry products.

Jewelry industry practitioners believe that the jewelry industry will inevitably have beautiful or jumei.com like platforms, otherwise it will decline. In fact, is that really true? Is jewelry really O2O?

There is no denying that O2O is the future development trend of jewelry industry, but O2O can not solve all problems. The most ineffective is the old design of domestic jewelry design, commonly known as classics. This may be another important reason why the jewellery industry is not optimistic.