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In recent years, China ornaments gradually accelerate development of the industry, more and more people with lofty ideals through a variety of means such as ornaments joining chain to join the industry to achieve their dream of braving venture. However, the Chinese ornaments industry is still in its infancy, ornaments joining chain Yetai more is the lack of the necessary norms and nurture. Lack of marketing skills and training systems also apparently become ornaments Practitioners one of the major obstacles on the path to growth. This article is divided into Chinese ornaments basic industries status analysis, market trends classification, the main form of marketing and development trends, six major competition strategy in four parts, and hoped that through a preliminary investigation on the basis of Chinese ornaments industry analysis and recommendations to the vast number of ornaments practitioners, operators and persons joining some useful enlightenment.

China ornaments major industry trends and sales forms
1. Sales form
2000, the China market has not formed a real sense ornaments industry. Then ornaments mainly by furniture industry, the gift industry, flowers, bedding and other products distributed sales. 2000, as China's economy continued warming, Guangzhou, Shanghai, Beijing and other places ornaments consumption costs begin to rise, so in 2000, there have been some small ornaments franchised shops.
Large cities ornaments trend : the large number of foreign multinational companies about China ornaments huge market. In the past two years, particularly this year, some large shopping centers are specialized launched ornaments zones. Ornaments franchised counters and shopping malls are the two main marketing channels.
Small cities ornaments consumption as a result of constraints such as income level, to retain the current approach of previous sales, to flowers shop, gift shop sales in the form of ornaments, their products are generally more ordinary ornaments, low grade products. But recently sales model has gradually shift towards large cities.
In recent years, the ornaments of traditional wholesale model is not the main by-led multi-channel distribution Yetai become the main channel for the industry at this stage ornaments, while brand franchise chain operations with their scale advantages of a new business. 2005, accompanied by Korea aypearl ornaments brand landing China, and the tremendous brand, price, management, services, extension, training and support for allied chains advantages will undoubtedly change China ornaments traditional industry business model for the investors incubate successful addition to staying open membership model, the Chinese mainland, the small investors much benefit.
Although the changes make ornaments circulation distribution to end-oriented, traditional ornaments wholesale market, small shops and individual ornaments franchised shops distribution channels, and ornaments former franchise chain stores, traditional small ornaments shops, traditional brand stores and flagship stores, the main stores, online ordering, and other new terminals coexist in the same market conditions over time will continue. Aypearl accouterment, and other international brand new model into the Chinese mainland market, its website online membership system for e-commerce systems ornaments provided a convenient chain stores joining the new network platform.
2. Trends
China ornaments from the course of development of the industry, the current industry ornaments in a stable and rapid development stage, the future 3-5 years, with the sustained and rapid economic growth and people's material and cultural standard of living continue to improve, ornaments industry consumption going forward will be greater development. At the same time, with the development of society, it is continually evolving concept, growing entrepreneurial awareness, people will no longer money as "dead money" but "to money for money," the limited funds will be invested by promising cause, the struggle to achieve funding through the unlimited return for ornaments will bring a lot of business agents and former dealers, and other channels newly emerging force.

Ornaments basic trends can be summarized in the following specific points :

A. Ornaments of the expansion. Development built by the previous ornaments and ornaments, foot ornaments, Xiongshi, kits ornaments, Jushi, Taiwan ornaments, beds ornaments and the Housing ornaments, the quest for consensus mix of the various aspects of life.
B. Ornaments of the lovely and delicate tendency. Including Japan, South Korea and the United States cartoon culture played an important role in ornaments, cartoon-based, the image of lovely everywhere, but also popular.
C. Ornaments of the daily tide. Festival and the importance of personal anniversary rise interpersonal make ornaments are symbols of the development needs of a substantial increase in the number and frequency of purchase, which is reflected in the constellation, though representatives of symbols related to the sale ornaments.
D. Low end ornaments development. From materials and styles to channel ornaments for the popular trend of very prominent civilians.
In the survey, we can easily find high-quality and low-cost consumer choice ornaments are two primary considerations to low end ornaments enhance the quality, we should follow the trend. In this regard To the quality known in Korea aypearl ornaments worth our study.

China ornaments market competition six major strategies

Based on the above, we can know ornaments development is the most important feature ornaments are no longer the traditional single ornaments, but found more dependent point for the series and the development of related products. However, enterprises should be how generous, can the prospective market pulse and enhance their competitiveness? Liu Jack marketing consultants in consumer surveys and market analyses related to the ornaments industry enterprises and practitioners competition following six strategies :
1. Enterprises should clearly set their own brand positioning and integrity awareness
Ornaments final competition will apply to industries brands and channels competition. Industry enterprises should have a clear brand positioning, competitive strategy and long-term promotion and operation mechanism, if enterprises lack brand awareness and long-term strategic planning, channel and consumers will ultimately lose, the ultimate loss of market.
Market space is vast, and the ability of each manufacturers are limited. How can in their own areas of concern grow in size and strength, and the key point lies in whether or not the sub-market. Ornaments and clothing, are targeted, a 17, 8-year-old girl in the white-collar work is clearly needed and has been the ornaments different. So concern consumer demand, the demand for different produce different products, broken down big market, a small market, not big eyes, small stomach, a breakdown of the various market products will be targeted consumers follow a brand, or even in different time periods, despite the changes in demand, concerns remain the same brand. These are core to consumer-based marketing concepts.
Changes in consumer lifestyles, the need to consider related ornaments. A few years ago, the mobile phone is only communications tools, and mobile phones with universal application, the mobile phone's functions have far exceeded previous. Mobile phone needs beauty, the need to decorate ornaments, mobile phones require different ornaments with the section to highlight the different users and mobile phone demand ornaments achievements broad market prospects. This is the concept of change and consumer lifestyles brought about by the market, mobile phones are just one example of the new ornaments, manufacturers should be sensitive to the consumers perspective, the capacity to understand the needs of consumers and continuously create consumer "demand."

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At the same time, enterprises also need to establish a sense of integrity and honesty in the attitude toward dealers and consumers. Very few of ornaments in the name of joining the chain dealers and consumers in order to deceive the unscrupulous businessmen ornaments industry will bring great harm benign development.
2. Enterprises should strengthen the capacity of the popular trend
The current fashion trends, the ornaments manufacturers is necessary. Of course, you can never put things into "ancient", but in fact you have to know the true meaning of "ancient" is also another epidemic.
Here, we integrated in the popular trend analysis, a comprehensive reference points for the manufacturers : From jewellery, jewellery from monochromatic color to the development of a wide range of colors and designs of nature applications have become the mainstream of the design. Gems from the classic red sapphire Shuizuan and conversion to multi, such as pink, orange and green stones were large applications. Pearl also changed the dignified elegant old, was given a different color pearl inlay law and wear law, become youth fashion. Follow fashion industry of antiquity, jewellery can closely follow with matching costumes. If flowers, butterflies, dragonflies, sea, the water will become popular with the design, colour stones for the most beloved flower designs.
Ornaments designed to closely follow other affiliated products (clothing watches glasses mobile phone car furniture decoration, etc.) to initiate the development of design, mainstream product design changes concern, while portfolio pop culture trends, and other products designed with the characteristics of the new ornaments while.
As in previous surveys this involved, the consumer is considered an important factor in the "public", the link design has now become the focus of fashion. Consumers consider "my clothes should be what this mix? "" My car and my table is not enough allocated? "and so on such specific issues. Many manufacturers have to take action and consider "Juepei" marketing model, like each section and section table mix of pink, swatch table for the design of new designer clothing, ornaments sales should grasp the prevalence of other, fashion is synchronous, rather than in isolation. Ornaments designed taking into clothing, watches, glasses, shoes and many other pop trends to the overall consideration, and so have other elements mix with the popular ornaments.
3. Enterprises should pay attention to the new entertainment spots and pop culture, including new elements of the cultural, sports, and other recreational activities from many areas of star players are people willing to introduce the story and the symbols of their own life. People chase star, with the exception of stars like himself, he can reach more of a chase to the kind of star, concrete things. This is something the stars are wearing ornaments The message to these elements ornaments, or use these figures or scenes to sell ornaments, ornaments pop important opportunities.
In the survey, we found that people will pay attention to various aspects of stars, the celebrities will be concerned about what to wear, what, and then into their pursuit. From the sociological point of view, the behavior of people is seeking identity, a "star with things and I was like" this effect by peer group identity, be a certain degree of psychological satisfaction.
Therefore, the constant focus of attention has led to the discovery trend, and these elements into their own product design is to enable products to be simple and effective methods of public acceptance. At the same time, please contact brand positioning to match perfectly done, but also as a propaganda strategy to sell ornaments to increase public recognition of the products are effective methods. However, in the voice of the time, attention should also be related issues, such as the voice of popular groups and product consistency audience, the voice itself -- and character consistent with the product, if used with the product itself conflict, or voice itself a series of questions, to the product itself will have a negative impact.
4. Enterprises should strengthen brand positioning and compatible channel capacity Construction
Ornaments should follow the link of the product momentum should not take simple professional ornaments channel line, but as Swatch watches, and ornaments effective channels while mainstream products, such as car sales shops, home stores, shops, etc. watches channels. Marketing channels we have repeatedly stressed, how to develop a broader distribution channels, manufacturers should spend thoughts to consider an important issue. In a normal distribution channels at the same time can be ornaments into everyone's lives, how can we make ornaments flow channels pluralism, we propose manufacturers should consider ornaments and clothing, home and car sales, watches shops, magazine stalls, beauty shops multichannel consideration.
With the development of the new economy, the network is step by step into the lives of everyone in the new channels, new means to use market, not only effective but necessary. Internet shopping not Then the topic is fresh, but now in the China market, many manufacturers have not yet opened up sales channels in the network, which has often abroad, as Americans Luoshi strange jewellery, ornaments aypearl Mail addresses have network, but also for online shopping discounts, which provided good ideas for the Chinese manufacturers.
5. Enterprises should create a unique cultural identity ornaments
Explore the formation of a leading indicator of the ornaments of their culture, their values and ideals formed brand, the consumer is similar to effective competition means. "minded" to attract the young people present, but that is the most suitable one stroke. Now young people have their own ideas and pursue, if products of cultural values consistent with their potential, then they will become loyal followers.
To Kitty Cat, for example, Japan has many specialized collections kitty cat owners, as long as the product, they will collect some lovers even set up clubs, or special exhibition room for everyone to enjoy. This shows that people around the welcome signs to mark the integration of products, can be a lot of products ornaments, but also a massive collection of ornaments, which changed the original people's ornaments consumer culture and rules, consumers will ornaments gathered in specific symbols signs, the size of the ornaments a brand. This is in line with our findings, a considerable majority of consumers to buy a collection rather than ornaments.
Brand culture needs to support the formation of an atmosphere of the event, has become popular trends. Of course, the problem lies in how manufacturers to create such a culture, and different products represent different cultural groups is that manufacturers of the components of this concept is very important, but once introduced it will be difficult to change. Therefore, the choice of products coincide with their own cultural values, is critical for firms.
6. Agents and affiliated businesses responsible for the necessary support and training
From products, ornaments varieties, styles renovation fast, new processes and new materials are applied, with dealers on seasonal, popular trends and forecasts to lack of experience, so that they increase the risk and the choice of product inventories risks. From the marketing methods, the ornaments industry is still in the development stage, dealers usually still using traditional, backward marketing methods, can not be systematic training. Market and the lack of standardized management services which will enable ordinary ornaments retail business risk further increased.
Meanwhile, the distributor is to make ornaments ornaments consumer brand contacts important channels, they lack marketing skills will become one of the important factors hindering the development of brand names. Therefore, operators will brand To its downstream distribution channels including how practitioners addition to staying open site, how to shop decoration, how to display merchandise, and how to promote, how to handle customer relations, how Personnel recruitment, promotion and how to shop and systematic training necessary to achieve the win-win brand manufacturers and dealers licenses. From the Republic of Korea to join the business to aypearl ornaments Provide training and business support systems strategy for the industry manufacturers provided a good business model.
Conditional operators can brand their club renovation costs support from the former provider of high input of decoration, and through various effective ways to reduce or waive their former business licenses cost and margin for brand manufacturers and channels to build a unity of the whole supply chain good lay a solid foundation for business.
As long as we can do preliminary market research, a unique brand positioning, strategic planning to develop a competitive edge and increase their effective implementation implement relevant work, I believe each brand and the manufacturers will have the opportunity to become China's future ornaments industry winners.

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