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Why do stars love jewelry more?
Whether it is a star or an ordinary person, the unique interpretation of identity, status, and emotional sustenance are the same. Jewelry is a "business card" that shows people. Your taste, temperament, wealth, status and even emotional stories will be seen through this "business card", and jewelers are the people who make and sell these "business cards". How to make this "business card" and sell it at a good price is the most concerned issue for every jeweler.
Every piece of jewellery should be very personal. No consumer wants the style of their jewellery to be exactly the same as others. This is as embarrassing as the clash of the stars when they walked the red carpet.
For jewelers, only by constantly excavating and innovating jewellery culture, absorbing advanced design concepts and elements, and creating their own individual products for the specific needs of different groups, can they be in an invincible position in the market. Therefore, the person who sells jewelry is like the person who makes the business card. It is necessary to make such definition and sustenance for each consumer.
Good business behind a good story
Good products must have good stories to package, and value-added services maximize the value of the product. The potential of the Chinese jewelry consumer market is huge, which has attracted many international jewellery giants to compete. The world's largest diamond dealer De Beers, the famous French jewellery watch giant Cartier, Tahiti Pearl International Promotion Association and Hong Kong's famous jewellery brands such as Chow Tai Fook and Xie Ruilin have entered the Chinese mainland market. As foreign brands continue to land in the Chinese market, competition in the field of jewelry consumer goods between local brands and foreign brands, foreign brands and foreign brands will become increasingly fierce.
Today, mainland consumers are buying jewelry, and price is not the most important consideration. That is to say, the current jewellery industry has changed from simply selling products to selling crafts, selling culture, and selling services. It means changing the industry from decentralization to concentration, from focusing on price wars to focusing on brand changes. A shift from quantity to quality in an industry. This shift is the result of an in-depth study of the consumer market.
So, what kind of people will buy jewelry? The people who enter the jewelry store can be roughly divided into three groups. First, the consumers who are about to enter the marriage hall, followed by celebrities, and finally some scattered people who usually buy jewelry, and buy jewelry in these three groups to get married. Most of the people, followed by celebrities. We all know the classic advertisement of DEBEERS, "Diamonds are long-lasting, a eternal rumor". This beautiful oath makes the hard diamonds and the firm love find a match overnight.
Each beautiful love story makes the jewels more spiritual and mysterious in their own value. In foreign countries, there is also a beautiful legendary story about jewellery: an international company called "the emperor's jeweler, the jeweler's emperor" Top luxury brands have been concentrating on weaving our stories for nearly 160 years and spreading them in a variety of ways. Therefore, if anyone thinks that Cartier has been dealing with luxury goods such as jewelry and watches for 160 years, it is wrong, because in addition to these, more importantly, Cartier has been running his own story. Since its founding in 1847, Cartier has maintained close and close contacts with the royal family and celebrities of various countries. For ordinary people, the lives of royalty and celebrities are mysterious and desirable. As a result, every customer of Cartier has become its free spokesperson, which is also an important source of the Cartier brand story. No matter what channel you know about Cartier, you will hear a story: In December 1936, the British King Edward VIII, who had been succeeding for less than a year, decided to abdicate in order to marry Mrs. Simpson, the American civilian woman who had divorced twice. Edward VI's younger brother, George VI, succeeded him and awarded him the title of Duke of Windsor. Therefore, Cartier's innate royal lineage has always been loved and respected, and its status and the value of the collection are self-evident.
As we all know, a piece of jewelry often has an eternal story behind it. A good story will add to the value of jewelry. As a jeweler, they sell more than just a commodity, but it is a story that is touching enough behind this product.
Every girl is looking forward to having a diamond of her own, and I look forward to having a beautiful story behind her. Even Marilyn Monroe sang a song for the diamond: Diamond is the girl's best friend!
The essence of the jewelry industry is to show off
In fact, whether it is the manifestation of wealth or the expression of emotional stories, the true purpose of each person's possession of jewelry is to show off. This kind of show-off can be big or small, or it can demonstrate its strong wealth, or reflect its esteemed status, or show off its own beautiful love, or an emotional inheritance, or insist on a vow of pledge faith. What jewelers have to do is create this kind of atmosphere that can be flaunted in marketing and products.
Some people say that the word to show off is too broad. A costume, a purse, or a watch can be used as a show of capital. However, compared with jewelry, it is a product that does not have any physical function. The jewellery industry is to let consumers feel that possessing this jewel will reflect my identity and status, or show my wealth, or let people have a good emotional sustenance and inheritance, and these are the most proud talks. .
Do this "business card", let people take pride in showing this "business card" in interpersonal communication, and tell the story on the "business card", let people feel that it is a kind of wealth reserve and faith sustenance. As a result, this "business card" will not sell for a good price.
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