"Beautiful, so beautiful, this is the beauty of China!"
"Bright but not conflicting, complex but not messy, noble but not tacky, gorgeous but simple, vaguely achieving a harmony of nature and man."
“The aesthetics of our ancestors is definitely acceptable!”
"I'm used to seeing the empty, gorgeous, glamorous and vulgar Western aesthetics, and I'm even more fed up with their pretense and stereotyped ugliness. When I saw these traditional-style jewelry, I was suddenly moved to tears."
"We have long had enough of the rape of Western aesthetics and the pua of Western luxury goods. From now on, we must regain our own cultural confidence!"
"In terms of cultural aesthetics, there is no need to flaunt innovation and leadership, nor blindly worship foreign countries. As long as you pick up some of the essence left by your ancestors and carry it forward, it will be enough to be recognized."
"What is Tianfeng Jewelry? I remember this domestic brand!"
"In the future, I will not consider buying any Western luxury goods. I will only consider national trends such as Tianfeng jewelry that promote traditional culture."
"By the way, where is Tianfeng Jewelry's store? Why can't I find it here?"
"..."
Fire.
In just a few days, with dozens of short videos, Tianfeng Jewelry has gained quite a high reputation.
It has achieved the promotion effect that can only be achieved by hiring n film and television stars and spending hundreds of millions on advertising.
It has attracted the attention of many celebrities, and even applied for active cooperation.
The Tianfeng Jewelry Gold and Silver Building at No. 88 Xiangyun Road, Taizhou has become the most popular check-in spot for local and nearby internet celebrities.
As for local residents and consumers, there is an endless stream of people coming to visit this gold and silver store, with an average of four to five thousand people received every day.
But the proportion of real consumers is less than 10%, and most of them only buy cheap jewelry such as gold rings, silver bracelets, and wooden hairpins.
Unless they belong to particularly wealthy families, ordinary people cannot afford furniture such as phoenix crowns, phoenix crowns, jade hostas, and huanghuali wood furniture, but this does not affect their desire to come and join in the fun.
Gradually, Tianfeng Jewelry Gold and Silver Building became less like a jewelry store and became a museum, attracting countless people to come and check in, take photos and videos, and added a video material for many up owners.
"Where's the money? Have you made any money? Why hasn't the business turnover increased much? But those people who wanted to try it on almost ruined my Fengguanxiapei and Fengguan."
Song Jiayun was furious. The popularity of Tianfeng Jewelry had increased. She was very happy, but it was of no use at all. There was no change in sales. It was better to transform the Gold and Silver Building into a museum. Anyone who went in to visit would be charged.
The ticket fee is fifty, but this can actually make a lot of money.
"It's normal for this to happen."
Xu Yuanze sat on the sofa with his legs crossed, looking as expected, and analyzed: "Gold and silver jewelry are not commonly used items, let alone ordinary people's needs. Only young people who are about to get married will buy them.
There is a slight demand for gold and silver jewelry, but they are rarely worn out. Not to mention, there are fewer and fewer young people now, and the number of marriages is also declining year by year. The market for gold and silver jewelry is actually shrinking, and it is already sunset.
Industry."
Song Jiayun nodded repeatedly after hearing this.
The man was right. The jewelry market is indeed shrinking year by year, but the competition is still fierce. Because of this, Song Jiayun, who was originally ambitious, gave up the branding strategy of Tianfeng Jewelry and gave up opening gold chain stores in many cities across the country.
Yinlou's plan, not to mention the huge cost and the lack of profit, has long been a red ocean.
It's better to just stick to a small business and live a peaceful life with a small fortune. Anyway, a gold mine with a reserve of several hundred tons can make the family rich for several generations.
But Xu Yuan has his own plan.
"Now Tianfeng Jewelry's reputation has been established, and the first step of the plan has been successful."
Xu Yuan continued: "The next step is to maintain our popularity while finding ways to increase sales, expand profit methods, and realize and maximize benefits."
There are three main profit directions.
The first is online sales.
That is to say, we don’t need to invest huge sums of money to open so many physical stores. We only need to build an e-commerce platform and use the online shopping model to allow potential customers who are interested in Tianfeng Jewelry to easily purchase Tianfeng Jewelry’s gold and silver jewelry products online.
, no matter where he is in the country, he only needs to wait three to five days for the express package to be delivered to him.
Even, in order to make online shopping customers willing to place orders and dispel all worries, Xuyuan will launch a major innovative service——
Cash on delivery.
That is to say, after Tianfeng Jewelry's jewelry is delivered to the customer, whether it is worth several thousand or tens of thousands of dollars, the consumer will make payment after the goods arrive.
If you are not satisfied, you can return the product directly, and consumers only need to bear the courier fee.
For customers who want to buy but cannot afford it, and are very confused, they can also choose leasing services. They can rent it for a period of time at a daily rent of one ten thousandth of the price of jewelry.
That is, a customer likes a piece of jewelry priced at 10,000 yuan and chooses to rent it if he cannot afford it. Then he only needs to pay a rent of 1 yuan per day, and after 10,000 days, the total rent paid reaches 10,000 yuan, then
There is no need to return it, the piece of jewelry belongs directly to the customer.
It is equivalent to buying this piece of jewelry with zero interest installment for 10,000 days.
There is also a rental points system. As long as a customer rents jewelry from Tianfeng Jewelry for a long time and the total rent paid exceeds 10,000 yuan, he will get 10,000 points, and then he can use this point to deduct 10,000 yuan.
You can use the discounts of RMB 1.00 to buy other jewelry, or even use points to make purchases.
Xu Yuan wants to carry forward the business model of "leasing" to solve the problem of low consumer repurchase rate and usage rate of jewelry.
The extremely low rental cost, which can be spread over 10,000 days, will definitely greatly lower the experience threshold for consumers. The rental points system also means that there is no financial attribute in it, and it will not rob consumers of their money, but only rent.
There are enough of them for consumers to pick up the wool of Tianfeng Jewelry.
Second, it is still a rental model.
In particular, clothing such as Fengguanxiapei and Fengguan, which are rarely worn by people under normal circumstances, can only be profitable through rental.
For example, it can be rented to a wedding photography studio.
For example, renting it to the crew of a period TV series.
Or rent it to young couples who are about to get married as wedding dresses.
In addition, if you are an Internet celebrity such as the B-site up owner, as long as you have a certain degree of popularity (more than 100,000 fans), you are allowed to rent it for free for one day, thereby increasing the exposure of Tianfeng Jewelry and achieving an advertising effect.
Third, private customized services.
Although Fengguan Xiapei is expensive, the production cost of one piece is more than one million yuan; the production cost of Fengguan Xiapei is millions and tens of millions, and the artistic value is far greater than the use value.
But it doesn’t mean that no one can afford it, and it doesn’t mean that there are no potential customers!
There are still an extremely large number of wealthy people in China, perhaps beyond imagination.
For this type of customers with spending power, Xuyuan will launch specialized private customization services.
The fengguanxiapei for my daughter's wedding can be customized privately.
The phoenix crown that allows your wife to show her nobility can also be customized.
There are also purely handmade huanghuali wood furniture, which can also be customized.
But in terms of charging standards, Xu Yuan also made major innovations and divided them into two parts.
One piece is the cost of materials, such as gold, silver, jade, huanghuali wood and other materials. Xu Yuan will set a fair market cost price based on the market price.
Or customers can provide their own gold, silver, jade and other materials for Tianfeng Jewelry to customize and process.
Even when it comes to materials, Xuyuan will not let customers feel ripped off, nor will it allow itself to lose money on materials.
The second piece is the manual fee premium.
For customized orders such as Fengguan Xiapei, Fenggian, and Huanghuali wood furniture, the masters complete the production, take out the final product, and place it in front of the customer. Xu Yuan gives this right to the customer how much craftsmanship fee should be paid.
If the customer feels that the finished product is completely unqualified, it will be sent back for rework immediately.
If the customer thinks it is very average but barely qualified, just give a premium equivalent to 10% of the material cost.
If the customer feels it is okay and cannot find many problems or defects, he only needs to pay a premium equivalent to 30% of the material cost.
If the customer is very satisfied and full of praise, then he will be very happy to pay a premium equivalent to 50% of the material cost.
If the customer thinks that the finished product is seamless, exquisite and simply a work of art worth collecting, then he can pay a premium up to 100% of the material cost.
That is, the premium from the lowest 10% to the highest 100% is the gross profit of Tianfeng Jewelry, and it is entirely up to the customer to evaluate it based on their conscience and heart, giving the initiative to the consumer.
10% is to maintain the basic survival of master craftsmen.
100% is the highest rating given to craftsmen.
As for the premium exceeding 100%, even if a customer is willing to give it, Xu Yuan will not accept it, because he is in business for the long term, not to harvest leeks.
Of course, some customers with dark hearts are not excluded. It is a finished product that is so ingenious that it deserves a 100% premium, but they think it is barely qualified and can only be given a 10% premium. To such customers, Xu Yuan is not helpless.
Instead, during the customer evaluation stage, a faceless 'notarization video' will be taken, in which the effect of the customized finished product will be shown, accompanied by the voice of the customer's evaluation, and some 'notarization videos' will be selected and put on the video platform.
For the majority of netizens to judge.
Therefore, some customers who want to harvest Xuyuan's wool must be prepared to withstand the pressure of public opinion.
above!
Online sales, rental, and private customization services.
There are also cash on delivery, one ten thousandth of the daily rent and rent points, as well as an supporting service system that allows customers to give a premium.
With such full sincerity, coupled with the exquisite craftsmanship and responsible attitude of more than 3,000 craftsmen in the late Ming Dynasty, Xu Yuan did not believe that Tianfeng Jewelry could not open the market and enter the hearts and homes of consumers.
.
After Song Jiayun heard Xu Yuan talk about his business plan.
Her pretty face remained blank for a while, looking at the man in surprise.
She does not deny the feasibility of this business plan. If it can be done, Tianfeng Jewelry will definitely occupy a place in the jewelry market and grab a large market share, which will definitely open up the situation.
Because she puts herself in the role of a consumer, with a daily rent of only 1 yuan, she can rent high-end jewelry worth 10,000 yuan and accumulate 1 rental point. In addition, she can rent a Fengguan Xiamei worth millions.
As long as it is rented for a few hundred or even a thousand yuan, the most gorgeous effect can be achieved. If it were her, she would definitely not be able to hold back her heart and would be willing to experience all kinds of jewelry from Tianfeng Jewelry.
After all, the threshold for experience is indeed not high.
but……
This business model is so involution and the risk is so high that it can only be described as crazy.
Xu Yuan's table-shaking model will definitely set off huge waves in the jewelry industry, causing a bloody storm. It will be suppressed and hostile by all peers. It will never have any good results. In the end, either Tianfeng Jewelry will
If it falls, the industry will be reshuffled.
But with such a large size, can Tianfeng Jewelry be able to compete with those time-honored brands with decades or centuries of history?
Song Jiayun wanted to persuade Xu Yuan and advised him not to do this. The risk was really high and he would force his peers to fight Tianfeng Jewelry to the death.
But online shopping platform Xuyuan has already paid programmers to make it.
Related companies were established and hundreds of employees were recruited.
Including the most important gold and silver jewelry, Xu Yuan also stocks hundreds of thousands of pieces in advance, with sufficient inventory.
That is, everything is ready, now the arrow is on the string and has to be fired!