陈天洋 奢侈品珠宝管理 硕预
The <How do Chinese jewellery brands respond to Chinese fad> is my recent study.
‘The Chinese fad’, which refers to the most popular trend of the Chinese mainland. In recent years, with the development of the Chinese economy and the rise of traditional culture, the revival of Chinese fad has continued to heat up, and it is widely used in the fast-moving consumer industry, that is, food and beverage, clothing and beauty. For Chinese jewellery brands, how to better integrate into the market of Chinese fad is a very effective direction to try. However, at this stage, the national tide market of Chinese jewellery brands has not yet stabilized, and then it has also ushered in some problems that need to be solved，“low quality”，” copy tradition simply”, ” The exposure is not enough, the popularity is easy to disappear”. So how to improve these problems is the main research direction of this topic.
This report will conduct research through second-hand data research and consumer surveys and make a few suggestions:
1. Use KOC to enhance brand recognition among consumers.
2. Chinese jewellery brands need to work hard to make some high-end lines product.
3. Increase brand exposure through KOL.