| Citation: |
GUO Yiwen, XU Ke, ZHU Yu. Original Wedding Jewelry Brand of Chinese Designer: A Case Study of the Brand ONE SWEAR[J]. Journal of Gems & Gemmology, 2024, 26(2): 108-115. DOI: 10.15964/j.cnki.027jgg.2024.02.013
|
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.
| [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
|
Supported by Beijing Renhe Information Technology Co., Ltd. 
DownLoad: