Original Wedding Jewelry Brand of Chinese Designer: A Case Study of the Brand ONE SWEAR
-
摘要:
中国正处于消费快速升级的阶段，新一代消费者更注重审美、个性与情感需求的表达。婚礼首饰市场长期存在设计同质化、品牌文化内涵薄弱和缺乏创新等问题，使消费需求无法被完全满足，从而形成了市场空缺。如今，设计师原创品牌的出现正在尝试解决这些问题，并随着消费者对其关注度的提升对行业未来有着重要影响。基于此，本文首先介绍了中国婚礼首饰的历史与现状，指出了新一代消费者的消费特征，阐述了在当前的消费背景下设计师原创品牌存在的必要性与优势；其次, 以梵誓为例，分析了从消费对象的选择、产品体系的构建、品牌文化建设到销售与服务这一系列的品牌行为，最后得出了设计师原创婚礼首饰品牌建立并发展所需的条件，分别是小而精的品牌定位、极具辨识度的产品体系、生动细腻的品牌文化以及高附加值的的客户服务，并从这些方面为创业者们提供了合理的建议。
Abstract:China is currently in a phase of rapid consumer upgrading, where the new generation consumers are paying more attention to aesthetics, individuality, and the expression of emotional needs. The long-standing issues in the wedding jewelry market, such as design homogeneity, weak brand cultural connotations, and lack of innovation, have created a market gap as upgraded consumer demands are not fully met. Nowadays, the emergence of designer original brands is attempting to address these issues, and their growing attention from consumers has an important impact on the future of the industry. Based on this, this study introduced the history and current situation of China's wedding jewelry, pointed out the consumption characteristics of the new generation consumers, and elaborated on the necessity and advantages of designer original brands in the current consumption background. Taking the brand ONE SWEAR as an example, this study analyzed a series of brand behaviors from the selection of consumer targets, the construction of the product system, the brand culture building, to the sales and services. The study concluded that the conditions needed for the establishment and development of a designer original wedding jewelry brand are: niche but precise brand positioning, a highly distinguishable product system, vivid and delicate brand culture, and high-value-added customer service. The study hopes to provides rational suggestions in these areas for entrepreneurs.
-
Keywords:
- wedding jewelry /
- designer /
- original brand /
- brand culture /
- consumption /
- ONE SWEAR
-
-
![]()
图 2 梵誓珠宝《冰雪喷泉》戒指(a, b)和《雪之诗》戒指(c，d)
Figure 2. Ice and Snow Fountain rings(a, b) and Snow Poetry rings(c, d) of ONE SWEAR Jewellery
![]()
图 3 梵誓珠宝《浪漫蓝调》系列戒指(a，b)和《美女与野兽》戒指(c, d)
Figure 3. Romantic Blue Tune series rings (a, b) and Beauty and the Beast rings(c, d) of ONE SWEAR Jewellery
表 1 梵誓产品系列
Table 1 Product series of the brand ONE SWEAR
系列 品类 主要元素 心理感受 许愿喷泉系列 钻戒，吊坠 喷泉 华丽 雪系列 钻戒，对戒 雪花 梦幻 骑士系列 钻戒，对戒 勋章, 盾牌 沉稳 女王系列 钻戒，吊坠 皇冠 优雅高贵 国风浪漫系列 钻戒，对戒 相思扣、同心结、喜字 东方韵味 莎翁情话系列 钻戒，对戒 文字、剧院、诗句 浪漫 浪漫蓝调系列 钻戒，对戒 蓝色宝石 神秘 简爱系列 钻戒，对戒 几何与曲线 简约 侘寂系列 对戒 肌理 内敛 运动系列 吊坠 球拍 健康活泼 苏美尔系列 吊坠，耳钉，手链 红色宝石及其他材料 热情 星辰系列 钻戒，对戒 宇宙，星 闪耀 神话系列 钻戒，对戒，吊坠 天使，精灵 神圣 蝴蝶系列 吊坠 蝴蝶 自然灵动 花语系列 钻戒，吊坠 花朵 灿烂 心动系列 钻戒，吊坠 波浪 跳跃 
下载: 导出CSV
-
[1] 张丹洁. 建国后婚礼消费仪式的变迁及其影响因素[D]. 上海: 华东师范大学, 2018. Zhang D J. Changes of wedding consumption ritual and influencing factors after the founding of China[D]. Shanghai: East China Normal University, 2018. (in Chinese)
[2] 李可. 黄金市场法规的完善之路[N]. 中国黄金报, 2013-10-11(005). Li K. The path to the improvement of gold market regulations[N]. China Gold, 2013-10-11(005). (in Chinese)
[3] 杨阳阳. 企业文化与品牌文化建设研究综述[J]. 科技创业月刊, 2021, 34(10): 147-150. https://www.cnki.com.cn/Article/CJFDTOTAL-KJCK202110038.htm Yang Y Y. A comprehensive review of research on corporate culture and brand culture building[J]. Pioneering with Science & Technology Monthly, 2021, 34(10): 147-150. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-KJCK202110038.htm
[4] 朱安龙, 晏佳轩. 基于Z世代消费需求的营销策略分析[J]. 中国报业, 2022(16): 59-61. https://www.cnki.com.cn/Article/CJFDTOTAL-ZGBT202216026.htm Zhu A L, Yan J X. Marketing strategy analysis based on the consumer demands of generation Z[J]. China Newspaper Industry, 2022(16): 59-61. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-ZGBT202216026.htm
[5] 周之叶, 李光安. 小众装饰风格在品牌包装设计中的应用——以Croxx品牌包装设计为例[J]. 天工, 2022(14): 85-87. https://www.cnki.com.cn/Article/CJFDTOTAL-TGTG202214028.htm Zhou Z Y, Li G A. The application of niche decorative styles in brand packaging design: A case study of Croxx brand packaging[J]. Masterpieces of Nature, 2022(14): 85-87. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-TGTG202214028.htm
[6] 任慧媛. 小众品牌正在脱颖而出[J]. 中外管理, 2020(Z1): 96-97. https://www.cnki.com.cn/Article/CJFDTOTAL-ZHGN2020Z1052.htm Ren H Y. Niche brands are standing out[J]. Sino Foreign Management, 2020(Z1): 96-97. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-ZHGN2020Z1052.htm
[7] 王晓菡. 中国婚庆文化之首饰研究[D]. 北京: 中国地质大学, 2009. Wang X H. Wedding jewelry and culture of China research[D]. Beijing: China University of Geosciences, 2009. (in Chinese)
[8] 张欣茹. 中国无小"市", 小众品牌的大众之道[J]. 国际品牌观察, 2021(29): 55-56. https://www.cnki.com.cn/Article/CJFDTOTAL-GJPC202129020.htm Zhang X R. In China, no market is too small: The mainstream path for niche brands[J]. Global Brand Insight, 2021(29): 55-56. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-GJPC202129020.htm
[9] 郭娅娜. 隐性需求视角下"企业-消费者"营销创新探讨[J]. 商业时代, 2014(13): 52-53. https://www.cnki.com.cn/Article/CJFDTOTAL-SYJJ201413024.htm Guo Y N. Exploring marketing innovations from the "business-to-consumer" perspective underlying latent needs[J]. Business Times, 2014(13): 52-53. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-SYJJ201413024.htm
[10] 韩宏. 强化品牌文化建设, 提升企业竞争能力[J]. 企业改革与管理, 2018(6): 169-181. https://www.cnki.com.cn/Article/CJFDTOTAL-QYGG201806108.htm Han H. Strengthening brand culture to enhance corporate competitiveness[J]. Enterprise Reform Management, 2018(6): 169-181. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-QYGG201806108.htm
[11] 王玉华. 品牌营销的理论分析与对策研究[J]. 经济与管理, 2011, 25(9): 54-57. https://www.cnki.com.cn/Article/CJFDTOTAL-JJGL201109011.htm Wang Y H. Theoretical analysis and strategic research on brand marketing[J]. Economy and Management, 2011, 25(9): 54-57. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-JJGL201109011.htm
[12] 姜樱, 王乙童, 巩璞玥, 等. 基于人工与技术结合的快速建造实践——以梵誓珠宝苏州诚品店为例[J]. 城市建筑, 2020, 17(30): 71-74. https://www.cnki.com.cn/Article/CJFDTOTAL-JZCS202030021.htm Jiang Y, Wang Y T, Gong P Y. Rapid construction practices based on the integration of human labor and technology: A case study of the one swear jewelry store in suzhou chengpinbookstore[J]. Urbanism and Architecture, 2020, 17(30): 71-74. (in Chinese) https://www.cnki.com.cn/Article/CJFDTOTAL-JZCS202030021.htm
计量
- 文章访问数: 86
- HTML全文浏览量: 22
- PDF下载量: 27
