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.

《中国珠宝品牌如何应对国潮》是我最近的一向研究。

“国潮”，即中国本土的潮流。近年来，随着中国经济的发展与传统文化的崛起，国潮复兴持续升温，并被广泛应用在快消产业，即食品饮料、服装和美妆等领域。中国珠宝品牌为了立足市场，也纷纷加入这股热潮。对于中国的珠宝品牌来说，如何更好的融入国潮市场是当下可以尝试的发展方向。但现阶段中国珠宝品牌的国潮市场尚未稳固，随之而来也迎来了一些亟待解决的问题， “质量有待提高“，“设计单一，复刻传统”，“曝光不够，热度易散“，那么究竟要如何改善这些问题是本课题的主要研究方向。

本片报告将通过二手资料的研究和消费者调查的方式进行研究并提出几点建议:

1.通过KOC来提升品牌在消费者之间的认可。

2.中国珠宝品牌需要努力做一些高端线产品。

3.通过KOL提升品牌的曝光度。