雅各布专栏深度分析：珠宝品牌在中国新存量市场的增长策略

Core Insights - The article analyzes how jewelry brands can achieve growth in China's deflationary and fragmented market by strengthening core capabilities [4][5][23] - It emphasizes the shift in consumer psychology post-pandemic, highlighting the increasing preference for gold jewelry as a stable asset during economic uncertainty [4][5] - The growth strategy focuses on enhancing brand strength, product appeal, and digital capabilities, particularly through the integration of artificial intelligence [4][5][23] Group 1: Market Dynamics - The post-pandemic consumer mindset has shifted from cautious saving to a release of pent-up consumption potential, with a stronger willingness to purchase products that offer long-term value [5][6] - Gold jewelry is favored for its inherent value retention, making it attractive in a deflationary environment where prices are declining [5][6] - The fragmented market presents opportunities for brand differentiation, allowing companies to leverage unique positioning to attract consumers [6] Group 2: Growth Strategy - The core growth strategy revolves around three key capabilities: brand strength, product appeal, and digital transformation [4][5] - Companies are encouraged to adopt a long-term perspective, focusing on internal capability building rather than short-term scale expansion [8][9] - Enhancing brand recognition and trust through sincere service and continuous product innovation is vital for maintaining customer loyalty [9][18] Group 3: Brand Strength - Companies should maximize core organizational value and ensure long-term sustainability by adhering to a long-termism approach [8][9] - The success of high-end market players like Laopuhuang, which achieved a 40% net profit margin, illustrates the importance of effective brand positioning and marketing strategies [11][16] - Learning from high-end market experiences while avoiding management pitfalls is crucial for sustainable growth [11][16] Group 4: Product Appeal - Integrating Eastern fashion elements into product design aligns with the "Guochao" trend, appealing to younger consumers and enhancing emotional connections [12][13] - Continuous product development and innovation are essential for maintaining brand relevance and driving repeat purchases [13][18] - Optimizing supply chains for stability and responsiveness to fashion trends is critical for ensuring timely delivery and quality [14] Group 5: Digital Capabilities - Companies must commit to digital transformation, focusing on practical applications of artificial intelligence to enhance operational efficiency [15][22] - Addressing cognitive barriers to AI adoption among employees is necessary for successful integration and utilization of AI technologies [15][22] - Developing a robust knowledge base is essential for improving AI output quality and relevance, ensuring alignment with brand identity [15][22] Group 6: Strategic Recommendations - Companies should emphasize long-term value propositions and integrate high-end strategies without compromising management quality [21][22] - Expanding brand coverage through B2B channels and attracting new generation franchisees can enhance market presence and accessibility [21][22] - Fostering customer engagement through personalized communication and loyalty programs is vital for building long-term relationships [20][21]