In recent years, the jewelry market has entered a downturn, and sales of many jewelry categories have shrunk significantly. But careful people will find that although the jewelry market is sluggish, various jewelry exhibitions are blooming everywhere. Exhibition locations are not limited to local exhibition halls, expo centers and other places. Jewelry exhibitions have begun to be held in public halls, auditoriums, tourist attractions and some places with relatively dense crowds in some places. In the downturn of the jewelry market, why are there more and more jewelry exhibitions, and why do businesses favor exhibitions so much?
Exhibitions have become an important channel for merchants to reduce inventory
After visiting many merchants, the reporter found that many merchants participated in the exhibition just to sell some low-end goods, recover costs and reduce operating pressure. Because the current customer flow in physical stores is very unsatisfactory, only old customers come to buy goods, and there are very few new customers; even new customers are recommended by some old customers. I stayed in the store all day and there were not many customers. Even if customers came, they only chatted and rarely bought anything. It is better to go out and participate in exhibitions. Even if the sales are not very good, as long as the cost of participating in the exhibition is maintained, it is much better than staying bored every day. After all, there are relatively more people at the exhibition, and customers will come from time to time. If the situation is suitable, it may be sold. A few.
It is understood that at some relatively small and less well-known exhibitions, many exhibitors sell products that are not of high quality and at reasonable prices, which are generally acceptable to ordinary people. At an exhibition, if you pay attention, you will find that some jewelry and jade booths marked with low-price promotions always attract people’s attention, and many people are shopping. In fact, these jewelry and jade products do not make any money for the merchants. They just sell the products to recover the costs, and then adjust the product structure and improve the product quality. “I didn’t expect that such low-end products sell well, but good products seldom sell.” A merchant said doubtfully, it’s good to be able to sell these low-end products. Reduce inventory and reduce sales. pressure.
There are also some exhibitors who do not have fixed stores or their own brands at all, and they rely on exhibitions to sell goods. In a downturn in the market, this is also a good choice, at least there are no store costs and labor costs. Earning a little bit is a little bit, as long as you don’t lose money. But it’s not entirely like this. Occasionally, there are times when you lose money. For such exhibitors, they are most concerned about the cost of participating in the exhibition. The booth fee must be cheap and the exhibition location must be relatively good.
Exhibitions are gradually standardized, making it a good place for consumers to shop for goods
Once upon a time, “go to the exhibition to find treasures” became the mantra of consumers and jewelry players.
There are more and more exhibitions and more and more exhibits. This is the current status of jewelry exhibitions. In particular, there are more and more new jade products, which can be seen everywhere at the exhibition. These new jade categories often attract people’s attention with their bright colors, and their prices are not too high, making them very popular among consumers. A few days ago, at the Beijing Summer Jewelry Exhibition, the meteorite products of Suzhou Tianhong Meteorite Company were very popular among consumers for their health and wellness functions, and there was an endless stream of people at the booth. According to the person in charge, all the exhibition fees were sold on the first day of the exhibition. She was very satisfied with the summer jewelry exhibition organized by the China Jewelry Association and achieved the desired results.
Nowadays, many consumers like to visit exhibitions, but rarely go to physical stores to buy things. They believe that things at exhibitions are cheaper than in physical stores, and there is a wider range of choices. Moreover, now that exhibitions are becoming more and more standardized, jewelry appraisals have also entered exhibitions. Consumers can have free appraisals at any time, so they can buy with confidence. Some exhibitions have also launched a model of appraising first and then purchasing, so that consumers have no worries.
At exhibitions, we often see some visitors. In fact, they do not necessarily want to buy jewelry, but when they see jewelry that they like very much and the price is within their own tolerance, they will buy it. “I have nothing to do today, come here and see if I can find something interesting.” At a jewelry collection exhibition held not long ago at the Beijing Exhibition Center, a visitor lamented that there are many exhibitions now, and when nothing happens, just think It’s also nice to go shopping and enjoy it. “Nowadays, there are more and more new products at jewelry exhibitions, and the designs are more fashionable. Every time I go to the exhibition, I make new discoveries, which is really exciting.”
For some brand companies, it is sometimes very helpless. The products are indeed eye-catching, there are many visitors, and there are many praises. But there are few real buyers. Because the price of good products is also high, ordinary consumers are intimidated. For these brand companies, participating in exhibitions is not the main purpose of selling goods. What is more important is to receive orders, improve their quality image, and find potential target customers.
The exhibition seems to be booming, but the market investment is not what it used to be.
At present, although there are more and more jewelry exhibitions, the overall investment promotion is not as good as expected. Due to unsatisfactory investment in some exhibitions, some collectibles, purple clay pots, handicrafts, cultural toys and other miscellaneous items were brought in, and the jewelry exhibition became a comprehensive exhibition. Some exhibition companies are also helpless. With more and more exhibitions and only so many exhibitors, the exhibition will be overcrowded. No matter what, we can’t leave the booth empty. We must find ways to fill the booth. So we recruited some jewelry-related categories, and the booth fee was of course not too high.
Recently, the reporter visited several jewelry exhibitions in various places. Some merchants believed that the scale was much smaller than the previous ones. In some exhibitions, several exhibition halls and booths were full. Now there is only one exhibition hall left. Some booths are not full, and some well-known merchants and brands have not come to participate in the exhibition again.
Mr. Wang, who often participates in exhibitions, told reporters that many exhibition companies now have his mobile phone number, and he often receives calls and invitations from exhibitions in various places. Mr. Wang is also very troubled, not knowing which exhibition is best to attend. “Some exhibitions in the same place sell well, and sometimes they lose money. It’s not easy to choose.” However, Mr. Wang said that for some emerging markets, if the booth fee is suitable, you can try it in places you have never been to. , maybe there will be unexpected gains.
Don’t seek luxury in the booth, strive for product features
Different from the exhibition situation in previous years, some large brand companies no longer focus on booth decoration, but focus more on product features, catering to consumers with products, and highlighting brand features with product design. This is also a more rational performance of domestic jewelry brands. Use the high cost of booth decoration for product development and marketing. According to industry insiders, in the past few years, many jewelry companies, in order to highlight their brand image, made a fuss about booth design and decoration, investing a lot of manpower, material and financial resources, but the effect was not as good as expected. In recent years, the jewelry market has declined significantly. These brand companies have also begun to put down their values and no longer pursue appearance and image excessively. Instead, they continue to cater to customers and consumers in terms of goods and services. This reduces the cost of participating in the exhibition, and the effect is actually better.
In fact, some major international brands are very low-key when participating in exhibitions. They only focus on brand features and product design, and do not pursue a high-profile image. Letting products speak has become the consensus of many brand companies participating in exhibitions. At some of the larger domestic jewelry exhibitions, we will find that the products of many domestic jewelry companies have significantly improved both in design and craftsmanship. This is the overall performance of the rapid improvement of our jewelry industry.
CREATION JEWELRY GROUP 