Talking about the management of jewelry club

The jewellery club business is one of the main marketing models of jewellery that has gradually become popular in recent years, and it has sprung up everywhere in the country. However, many jewellery clubs are similar, basically using private villas or high-end communities. The decoration tends to be of red wood quality, and the products displayed are relatively high-end. The clubhouse environment is generally more atmospheric, luxurious and comfortable.

The operation of jewelry clubs is the trend of today's jewelry consumption, and it is also the advanced marketing model of jewelry brand management. However, it is not easy to do a good job in jewelry clubs. In view of several exhibition activities, it is not very satisfactory. Then, the question is coming. How to manage and manage the jewelry club? Have a chat here!

珠宝会所,珠宝

1. Don't use the jewelry club as a high-end jewelry store.

At present, many jewelry clubs are not so much a jewelry club as a high-end jewelry store. Walking into the clubhouse, there are jewellery showcases and containers everywhere. Apart from the luxurious decoration, it is almost the same as the general jewelry store. Whenever you see the jewels and jade displayed, people are not attracted to the artistic charm of jewellery, but more are convinced by the price of the jewelry displayed! This invisible has a shadow on the consumer's psychology. If the psychological pressure is too great, it will produce resistance. Even the best jewelry will be uninteresting.

The so-called clubhouse should be a place where people can relax, relax, ease, cultivate self-cultivation, make friends, exchange ideas, talk about common interests, and have a good mood. They should not have the slightest sense of spiritual oppression and inferiority. Therefore, the jewellery and jade works displayed in the jewelry club should be mainly based on display, and by introducing the cultural and artistic nature of the works, to enhance their appreciation value and artistic value, thus stimulating people's desire for collection. Instead of indicating the price, clear sales, it is staggering. As a high-end jewellery and jade stone work of luxury goods and cultural art, its value orientation comes from people's understanding and recognition of the work. There is a desire, that is, a fate. Therefore, for jewellery and jade, "only want to have a person in life", this is not indicated by the price. Jewelry and jade works displayed in the clubhouse are best not to be clearly priced, and if there is a fate to buy or sell, you can communicate in private or in a special viewing room.

2. Create a jewellery culture atmosphere

Jewelry itself is a work of art, a cultural product that contains a rich cultural atmosphere. Therefore, the environment of the clubhouse is not only a reflection of luxury, style, elegance and comfort, but more importantly, it must be integrated with the jewellery culture, making people feel like walking into a palace of jewellery art culture. The China Jewelry Merchants Network Xiaobian feels that the creation of cultural atmosphere can be demonstrated by the following aspects:

(1) Jewelry is reflected in the whole process from raw materials, semi-finished products to finished products. According to the main products of the clubhouse, some typical jewellery materials can be selected for physical display, such as jade gambling stone, semi-finished products and finished products. Reflecting the formation, mining and processing of jewelry.

(2), history and culture of jewelry and its development and display. Through the pictures, texts and physical forms, the jewel culture concept, processing technology, historical evolution of design concepts, cultural inheritance and development process are displayed.

(3) Display the style of top jewellery in pictures and texts. Such as some famous super diamonds, rubies, sapphires, emeralds, gold emeralds, cat eyes, pearls, and jade carvings of Hetian jade and jade.

(4), experts, masters showcase. In the form of pictures and texts, all the famous jewellery experts and scholars, jewellery designers, jade carving masters and their corresponding works and works in close contact with each other will be displayed.

(5), true and false jewelry display. The fake type and falsification process of jewellery and jade are displayed in physical pictures and texts, and their simple identification features.

Creating a cultural atmosphere is not to build a jewelry museum, but to make the entire environment of the club full of jewellery. The jewellery culture can be integrated into every corner of the clubhouse, such as the use of the corridor design jewellery culture gallery to show the changes in the historical development of jewellery; the display of the raw materials of jewellery and jade in the form of decorations; the true and false jewellery in the form of display; The form shows the masters of jewellery design and masterpieces of jade carvings; even in the bathroom, the world's oversized diamonds and other jewels and jade can be displayed. Once you enter the clubhouse, you will feel like you have entered the art hall of jewelry. The sights you hear, hear and touch are the jewels, which enhances your hobbies and desires for jewelry and jade.

3. Reasonable layout of club functions

Jewelry will mainly display jewellery, but in order to achieve the effects of relaxation, leisure, ease, self-cultivation, making friends, sharing ideas, talking about common interests, and enjoying the mood, it also needs a relatively comprehensive function. The features that should be available are:

(1) Display area: an artistic display of special jewellery works through the counter;

(2), exchange area: a small activity room with expert speech and collective participation activities, so that people can communicate professionally;

(3) Publicity area: publicize the history and culture of jewellery, the formation, mining and processing of jewellery, the authenticity of jewellery, the culture of clubs, the team of experts, etc. through physical objects, pictures and texts;

(4), leisure area: set up leisure venues such as tea rooms for mutual leisure exchange, and equipped with various jewelry books and fashion magazines;

(5) Look at the cargo area: provide space for private jewelry to see and trade goods;

(6) Professional Customized Zone: Professional tailor-made services for the design and production of personalized jewelry by professional designers.

In short, for the operation and management of jewelry clubs, there are many factors, such as the team's professional quality, network, event planning ability, etc.; jewelry club-style operation is a high-end marketing model of jewelry branding, but also a huge system. Engineering requires adequate protection in terms of manpower, material resources and financial resources. However, with the continuous improvement of people's living standards, the management of jewelry clubs will gradually become an important development direction of jewelry marketing, and through the operation of jewelry clubs, you can broaden the popularity of people, to promote the smooth development of other related industries, and gather clubs. High-end networking resources to create value.

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