Author | 李小反
Edit | Feng Yu
Entrepreneurs and capital Upper Ze Generation Business Business.
From last year, many jewelry collection stores such as BA Accessories Bureau, ME + jewelry station, ACC super decoration, onion warehouse have emerged. Among them, some brands have also gained the blessings of the well-known investment institutions such as capital and high.
Different from the newly-treated jewelry shop, the new jewelry collection store has attracted more young consumers with the ultra-high-performance ratio and immersive experience. In a short period of time, these brands also quickly ran in the horn, rooted in the core business district of the first line city, trying to use small ornaments to shake Z generation wallet.
What is the practitioners and the capital abacus beat?
1, a pile of jewelry collection shop
Saturday evening, Beijing New Zhongguan Shopping Center, 子, adaptic, Lanani and other jewelry collection stores full of young consumers.
On Saturday evening Lanno Mate shop
Some new jewelry collection stores are large, such as between 160 and 200 flat, in size; onion warehouse and ACC super decorated store area is also 150 levels.
Their store decoration is also generally designed and identified, mainly in the design of the showcase design, more visual impact. According to observation, most of the stores have a whole jewelry wall, not only for picking, or a nice net red card location.
The big store model naturally also requires a wealth of goods. There are earrings, necklaces, bracelets, head decoration, scarves, hats, etc. in the jewelry collection store. Public data shows that there are nearly 10,000 products per store, and new thousand products per month; onion warehouses and ACC hypothesis are also 10,000+ SKU.
These jewelry collection stores are not only popular in a second-second-tier city, and the sinking market has a keen from the industry to chase the wind.
In August this year, Yang Hao (pseudonym) opened a jewelry collection store covered in Shandong Zibo City. Her store smashed a local university and was located in the world’s economically developed area. At night, passengers almost uninterrupted.
The new jewelry collection shop is over more than a year. \”The front line of entrepreneurs\” observed,BA Accessories Bureau, ME + Jewelry Hot Sightsee, ACC Super Decoration, Litchi Litchi, Onion Warehouse and other brands have been established in 2020.
At the same time as being sought after by young consumers, the jewelry collection store has also been betted. According to public reports, in April this year, the onion warehouse completed nearly 10 million annuality round financing from the highcutive capital; in advance, ACC Super Decoration received nearly $ 100 million in Lan Xin Asia, Xiaomi Group, and cranking capital. .
Getting capital assisted jewelry collection stores are still in the stage of running horses. According to public reports, ACC Super Dressing is expected to reach 500 at the end of this year, and ME + jewelry hot playroom also plans to open 500 stores. The BA Accessories Bureau will plan to open more than 150 stores.
Not only that, in the air, the jewelry manufacturer, the joining brand is also active, they provide the business to the merchant, decoration, marketing, supply and other one-stop service, even if there is no experience, people can be directly Open the store – all kinds of business stations around the jewelry collection store are also more rich.
Entrepreneurs and capital are trying to use small ornaments to shake Z generation wallets, can they be willing?
2, small jewelry high profit
The jewelry belongs to the fast food, the elimination rate is high, some users will \”throw\” \”Thought\”, even \”throwing\”, so many young women seem to have, there is no Need to buy expensive ornaments.
\”I bought it before, I have not worn it. I have started new. So I don’t buy too expensive, generally the highest is about three or forty yuan.\” After 90 consumers Jingjing Express.
Consumer this \”fast consumption, rapid elimination\” psychology has also become a profitable password for jewelry collection stores. The jewelry collection store is mainly for the Z era population. It is also a parity route. Most of the goods are within 100 yuan, small part of the bag, scarf, and hat prices are more expensive, but mostly within three or four hundred yuan.
In addition, many jewelry collection stores also launched a member system model and become a 50% discount on the audience. \”The front line of entrepreneurs\” is observed in Synfrand, the BA Accessories Bureau can become a member, follow-up to buy products, enjoy a 50% discount, ACC can register for free to become a member, first order to enjoy half-price activities.
图 合 汇 汇 \”ACC Super Decoration\” store
Some merchants are precisely grabbed the price sensitive psychology of consumers, launch goods, unequal goods, Multiple consumers.
\”The price of the store in the store is between ten pieces to hundredspons, which satisfies the needs of different people, there is cheaper, there is also a little more.\” Yang Wei said. She observed that most of the purchases of consumers will purchase one or two items. \”Even if you don’t buy jewelry, you will take a balance of one or two yuan.\”
Public report shows that the BA Accessories Bureau The unit price can be nearly 130 yuan, and the monthly sells nearly a million yuan.
In 2020, the official data of ME + shows that during the National Day opening of Chongqing, it will enter the store. Ten thousand people, the first day sales exceeds 200,000, the National Day is over 1.1 million holidays.
Open the jewelry collection store in the three-tier city, the income is also quite optimistic. Yang Hao’s \”The front line\” It is said that the previous store has less than 100,000 invested costs. It is now less than 4 months. \”When business is good, the net income of months is around 10,000 yuan, and it is expected that you can return to this March next year.\” This revenue is good than the local income level of Zibo.
The staff of a small commodity department store is disclosed to \”the front line of entrepreneurship\”. \”At our factory, the price is generally a 30% discount on market pricing. The profit margin is more than 60%. \”
\” \”\” \”\” There are all between 10,000. \”Qingqing said.
In addition to a lower discount, they will also launch a promotion, providing rental and decoration subsidies to customers who get the goods. \”The minimum subsidy is 800 yuan per month. Specifically, according to the amount of goods, it will also have a return point in the later replenishment.\” Qing Qing said. She also added that if the previous turnover is difficult, I can apply for a subsidy rent for three months.
For entrepreneurs, the mature supply chain has enabled the jewelry collection store to become a simple business. As the jewelry collection store has become the Taobao Holy Land, they seem to have become a business profiter.
3, three big mountains However, there is no high threshold for flowering jewelry stores.
First, the goods in the commodity style are similar, and the style of some jewelry can also search similar to the e-commerce platform, and the price is lower.
Yang Wei is mainly from Guangzhou, Yiwu. \”The style of our goods and chain is almost the same. Different differences. Different are chain brands may have brand effects, we don’t.\”
Different from clothing, many young consumers pay more attention to jewelry Color value and style, not brand. In the case of serious homogeneration, the way to retain consumers will have a price competition. Therefore, small costs are not necessarily as good as chain brands.
Although the price of goods in the jewelry collection store is mostly within 100 yuan, it is still not high enough for young people who like \”monthly\”.
Jingjing sometimes purchasing a large pile of jewelry in Taobao, the lowest price is only two or three yuan, and some bought it back, she has never worn. \”Some buying is to make a shipping, don’t like it.\” Her jewelry box neatly arranges dozens of earrings, necklaces, \”Don’t look so much, but add up to one hundred yuan. \”
When shopping, more and more young people have begun to be sensitive to prices, they can easily find the most cost-effective goods. Some people may buy one or two jewelry when shopping, but Taobao or less price is 1688, perhaps is the case where many young people are consumed.
Not only that, the jewelry collection store is also facing pressing from the life department store collection store. The latter is more type, which can attract more passenger flow.
A family goods collection store is responsible for the brand to join the staff, \”Most of the consumers of jewelry are women, the passenger is too single, now only doing jewelry is difficult to do.\” Compared to a single Jewelry collection stores, department stores can cover a broader consumer group.
\”\” Only selling jewelry will limit many people’s purchasing power, our positioning is the more all the things, the more people buy, \”said the staff said,\” You can use a wall to make jewelry show, consumption Can trial, can be tacked, but also to accumulate popularity, but other categories are still more. \”
\” The front line of entrepreneurs \”observed that the KKV store in Cheng Yanhui has an accessories area, while still There is a ear, which is easy to take pictures of consumers. Product species also include earrings, necklaces, bracelets, brooch, etc., most of the price is mostly within 100 yuan.
Figure / KKV jewelry display area
behind the young girls, the jewelry market is also growing rapidly. Medical consultation data shows that in 2021, the size of China’s jewelry consumption demand is expected to reach 1.05 billion, and the market size is more than 20 billion yuan, and nearly 20% increases each year.
However, when the jewelry collection store conquers a new generation of young people’s wallet, it is necessary to be vigilant that picky consumers are good at chasing the wind, but their eyes are also very easy to be next consumption hotspot absorb. In addition to parity and net red attributes, the jewelry collection store still needs to find the correct opening of the consumer mind as soon as possible.
* text topic map From: the front line of entrepreneurship, photo: Li Xiaoli.