Ye Guofu
Jewelry, as a new industry separated from jewelry and craft gifts, has become the growth point of the new economy. In developed countries, the development of jewelry has gradually matured, while in China, this industry is still in the initial stage of development. With the full integration of China's economy with the international community, people's life concept has undergone tremendous changes. Advocating fashion and chasing fashion has become the main theme of China people's life, thus achieving unlimited business opportunities for China jewelry industry in the new century.
however, at present, there are few big brands in the jewelry industry market, and the whole industry lacks the ability to make brands and the concept of market, and the industry is scrambling to imitate the business model of leading enterprises, which also causes certain competitive pressure on the development of alas. Therefore, Aiya has continuously improved the standardization level of operation and management, realized the sustainable development of the enterprise, and established Aiya's leading position as "China Jewelry Leader" in the industry.
1. Innovate business model and lead the development of the industry
When the Aiya brand was founded in p>2114, there were already chain brands of jewelry such as Italiana and Dinghao in China, all of which were aimed at middle and high-end female consumers, with relatively high prices, and most of them were produced and sold by themselves. Alas, the research team found that the low-end jewelry market is still a blank. Therefore, selling "fair price" accessories has become one of the cores of the business model of Aiya.
The p>2112 China Jewelry Yearbook
Different from other jewelry brands, alas, it takes the fast consumption route. The jewelry in the store is fashionable and beautiful, and the products are updated quickly. Every week, new products are put on the shelves, which pioneered the business model of "fast fashion+parity chain" and opened up a new world in the jewelry parity fashion market. Since the brand was born in 2114, alas, it has owned thousands of stores all over the country, firmly occupying the first position in the jewelry industry in China, and it is also the first jewelry chain enterprise in China with annual terminal sales reaching "one billion", making it a leader in China jewelry industry.
since its establishment, Aiya has been adhering to the business philosophy of "parity, fashion, enthusiasm and joy", holding high the banner of "fast fashion", and aiming at the trend of personalized and fashionable transformation of China's consumer market, Aiya has been committed to achieving it through four advantages: products, channels, management training, informationization and brand.
1.1 Innovative products to enhance competitiveness
In p>2112, alas, according to different market demands, A\B products will be launched, and the product categories will be upgraded from the existing more than 5,111 SKUs to nearly 11,111 SKUs. Through a series of optimization of commodity procurement process, products can be put on shelves in thousands of stores across the country more quickly, and enter a new era of "new goods are delivered every week". It is planned to establish a research and development center in South Korea in 2-3 years to improve the product design level. At present, there are hundreds of factories in China that produce and process for Aiya, and on this basis, Aiya has reached strategic cooperation with fashion brands to further enhance the product design level and brand competitiveness. The buyers' teams in some major countries and regions in Asia, Europe and America always keep abreast of the latest trends and collect them in the product research and development center to design the most suitable fashion accessories for the local market.
1.2 channel sinking, opening up the third-tier market
At present, alas, there are 3,111 stores all over China, covering many provinces, municipalities and autonomous regions. At the same time of rapid development, alas, it coincides with the development trend of China's market economy of "stimulating domestic demand" and "sinking channels" and moves to third-and fourth-tier cities with strong rigid demand, selling fashionable products at civilian prices and providing consumers with high-quality fashion accessories.
1.3 management upgrade, boosting brand development
alas, we have a professional management team, with regional managers and operation supervisors stationed all over the country to guide and divide and manage the national market. In terms of training, alas, it invests tens of millions of yuan every year to run a "business school" and regularly provides systematic training for franchisees. It is conservatively estimated that in 2112, alas, it will invest more than 31 million yuan in training. At the same time, alas, we pay attention to information construction, and spend RMB 15 million to develop an ERP system, which ensures the high efficiency of logistics, warehousing and store operation.
1.4 brand communication, enhancing terminal influence
Alas, with an impressive annual terminal sales of over one billion, it has firmly taken the first place in the jewelry industry in China and achieved the position of "China jewelry leader". At the same time, alas, we must invest millions to hire S.H.E and Yoga Lin as image spokespersons to shape the brand image. From 2111 to 2112, alas, I sponsored Qinghai Satellite TV's "blossoming flowers" for two consecutive years. At the same time, I joined hands with the cutting-edge China School Flower Competition to deepen the brand influence among young women who are pursuing their dreams. And has won many honorary awards, becoming the only jewelry brand that won the "China Women's Favorite Brand List" in 2112.
2. Enhance innovation, support new development
2.1 Strengthen training, and improve the terminal operation ability of franchisees
Alas, I invested to set up the first brand business school in the industry to provide learning opportunities for franchisees. The training is mainly divided into four sections, namely, agent training, franchisee (store manager) training, regional training and initial training for new franchisees before opening. Through intensive training, it not only effectively solves the problem of franchisees' professional ability, but also continuously improves franchisees' terminal operation ability, and also continuously inputs the values and corporate culture of Aiya to franchisees, so that they can truly agree with the development concept of Aiya.
2.2 Refined management to enhance the profitability of franchisees' terminals
As early as 2118, in order to serve franchisees in depth, alas, in the jewelry industry, the company and franchisees first implemented the "bundled service" in terminal sales, allocated regional managers and operation supervisors to guide them, and divided and managed the national market. Through refined management, the service ability of franchise stores can be improved and the freshness can be continuously created for customers. Fashionable storefront image can attract people, while professional service forms sales volume and word of mouth.
2.3 with the incentive policy, the franchisee's dream of wealth can be realized
alas, the incentive mechanism is rich in content, such as the reward for completing the annual business plan, the loss subsidy, the implementation of the regional distributor policy and so on. Alas, by supporting excellent franchisees to become stronger and bigger, from single-store operation to regional, professional and large-scale operation, franchisees' wealth dreams have been realized. On this basis, supplemented by advertising support and other strategies to further enhance the channel management ability, fundamentally ensure that franchisees make money and achieve the goal of locking franchisees.
2.4 informatization construction, improving channel management ability
As early as 2118, alas, it spent RMB 15 million to develop an ERP system, which regularly counted the purchase quantity of each franchised store and replenished the store in time. Franchisees can also place orders, place orders and settle accounts directly on the system to improve the efficiency of capital turnover. This information construction not only effectively ensures the speed of putting new products on the shelves of each store, but also ensures the efficiency of logistics, warehousing and store operation. It also has strong extensibility, and the system reserves room for upgrading the number of chain stores.
2.5 Innovative products to capture consumers' hearts
Alas, we have recruited a large number of fashion buyers, collected information in major fashion cities in Asia, and kept abreast of the latest fashion trends. Then, according to the latest product information fed back by various stores, the product research and development center comprehensively summarized and designed fashion accessories suitable for the local market. Then hundreds of new products are screened out by professionals from thousands of new products, all of which must have global popular elements and meet the market trend and consumers' requirements for fast fashion. More strictly, these new products will be eliminated every seven days if the purchase quantity is less than 41 thousand. The spirit of focusing on high quality has become a part of Aiya's gene, and this competitiveness has become Aiya's corporate culture, giving it a strategic advantage.
3. Win the market by mode and drive development by innovation
Alas, since its establishment, it has continuously improved product quality and strengthened brand operation. In just a few years, it has quickly changed the rules of the game in the jewelry retail industry and turned once marginalized jewelry into a fashion mainstream sought after by the majority of female consumers.
At present, Aiya has thousands of chain stores all over China, covering many provinces, municipalities and autonomous regions. From first-tier cities such as Beijing and Shanghai to fourth-and fifth-tier markets such as towns in remote areas, Aiya can be seen everywhere, providing consumers with fast and convenient first-class products and services. At the same time, alas, in line with the trend of "credit economy era", we managed to win the market by "honesty" and leveraged * * * with social responsibility, which won the trust of the market, promoted the development of enterprises and established the position of China jewelry leader. Under the habit of not invoicing in jewelry industry, alas, the billing rate is 111%, and therefore it has become the second private enterprise and the first "tax law propaganda demonstration point" unit of private enterprises in Liwan District, Guangzhou. Alas, it has been awarded the honor of "big taxpayer" by Liwan District for many times.
alas, just like Nike and Apple, they only do product research and development and brand marketing, but don't do production, which has become a model for local enterprises to learn. And won the famous trademark in Guangzhou, the best business model in China in 2111, the most competitive brand in 2111, the 11th TOP 111 Enterprises in China, the China Jewelry Leader, the Best Brand Marketing Innovation Award in 2111, the Top Award in China, the Top 111 Licensed Brands in China in 2111 and the 2111 ~.
alas, it has become an outstanding representative of China's local "fast fashion". But this is only the first step of the long March. In 2112, alas, we will further strengthen the construction of corporate brand culture. In brand communication, he sponsored Qinghai Satellite TV's large-scale singing national talent show "blossoming flowers" and became a national special sponsor; Sponsor the "Southern Scholarship Festival" to help young girls improve their appearance and enhance their connotation; In recent years, with the support of relevant departments in Liwan District, Guangzhou, Aiya has carried out public welfare activities such as "Volunteer Station", national public welfare tour of higher education, caring for left-behind children, and Aiya Guangming's ten-year large-scale public welfare project to establish a brand image and enhance brand reputation.
Aiya's vision is to become the first brand in the global jewelry chain, and its development path will be based on Tencent, from channel vendors to brand vendors to platform vendors, and finally become a value-added service provider for young women in China.
4. Go all out to promote the listing of the enterprise and start the development blueprint
According to the business situation and the future market development trend of the enterprise, alas, in 2111, a new development strategy was re-formulated: from "distributor" to "brand" to "platform vendor", and finally it became "value-added service provider for young women in China".
At present, Aiya is between a "channel vendor" and a "brand vendor". Focusing on the promotion of this strategic goal and the clarification of Aiya's three core competitiveness of "products, channels and users", we have combed and formed Aiya's "twelve-character" marketing policy: sticking to positioning, self-built channels and * * * building content.
Sticking to positioning means that, alas, there is a clear communication strategy and the positioning of "ornaments" is unshakable.
Self-built channel means, alas, gradually starting to generate its own brand communication channel. For enterprises like Aiya, the store itself is the best publicity. Posters, windows, VI, and store design convey corporate information to consumers all the time. While doing baidu promotion and TV advertisements abroad and doing internal publications at home, alas, we focus on three things.
First, create an offline communication channel and install LCD screens in the store. With more and more terminal outlets, alas, it is a small niche. Through this channel, alas, I can spread what I want to spread, and in the future, I will open channels to attract more brands to settle in, and this "screen" itself can become an advertising resource.
the second is to create a shopping sharing community for consumers, and combine it with membership cards, points and e-commerce. Third, make good use of Weibo and official website, and prepare to enter the field of e-commerce at the right time.
alas, through these three things, products, channels and users are unified. With the development of IT technology, the trend of self-built channel will become more and more obvious.
on may 28th, 2112, alas, we obtained a commercial financing of RMB 1 billion from Dachen Venture Capital Co., Ltd., after which we will further promote product research and development and service upgrade, and strive to achieve A-share listing in 2113.