陳天洋 奢侈品珠寶管理 碩預(yù)

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.

《中國(guó)珠寶品牌如何應(yīng)對(duì)國(guó)潮》是我最近的一向研究。

“國(guó)潮”，即中國(guó)本土的潮流。近年來(lái)，隨著中國(guó)經(jīng)濟(jì)的發(fā)展與傳統(tǒng)文化的崛起，國(guó)潮復(fù)興持續(xù)升溫，并被廣泛應(yīng)用在快消產(chǎn)業(yè)，即食品飲料、服裝和美妝等領(lǐng)域。中國(guó)珠寶品牌為了立足市場(chǎng)，也紛紛加入這股熱潮。對(duì)于中國(guó)的珠寶品牌來(lái)說(shuō)，如何更好的融入國(guó)潮市場(chǎng)是當(dāng)下可以嘗試的發(fā)展方向。但現(xiàn)階段中國(guó)珠寶品牌的國(guó)潮市場(chǎng)尚未穩(wěn)固，隨之而來(lái)也迎來(lái)了一些亟待解決的問題， “質(zhì)量有待提高“，“設(shè)計(jì)單一，復(fù)刻傳統(tǒng)”，“曝光不夠，熱度易散“，那么究竟要如何改善這些問題是本課題的主要研究方向。

本片報(bào)告將通過二手資料的研究和消費(fèi)者調(diào)查的方式進(jìn)行研究并提出幾點(diǎn)建議:

1.通過KOC來(lái)提升品牌在消費(fèi)者之間的認(rèn)可。

2.中國(guó)珠寶品牌需要努力做一些高端線產(chǎn)品。

3.通過KOL提升品牌的曝光度。