As time goes by, the consumer groups of jewellery and jade are also expanding. The gradual enrichment of material life will inevitably lead people to further appreciate the aesthetics of the decoration, the enjoyment of the spirit, and the consumption of culture. Therefore, it is not difficult to conclude that the market space for jewellery and jade will expand and the market potential will remain to be tapped. However, in recent years, the development of the jade industry has not been so optimistic. Apart from the impact of the economic downturn, our industry itself needs to reflect and adjust. In the way of marketing jade, it also needs some improvement. Faced with a wide variety of jade, different promotion strategies and tactics should be planned according to their various texture characteristics, historical origins, cultural background, and market awareness. It is necessary to have a long-term vision and promote a virtuous circle of industrial chains of various jade species and sustainable development. Traditional jade species: continuous promotion, integrity promotion Many traditional jade species, such as jade and Hetian jade (Xinjiang), have a long history, market recognition and acceptance are good, but this does not mean that promotion can be omitted. Like a movie star, the reputation is big, and it will not be seen on the screen for a long time. It will also be forgotten by the public. Similarly, consumers' awareness of traditional jade needs to be strengthened, and it needs intergenerational transmission. At present, there are many problems in the promotion of various types of traditional jade species. For example, Jade, Hetian jade, the positive publicity of its cultural background and artistic value, the related science work is not in place, the industry chain is full of operators who are too greedy for commercial interests, whether it is raw materials or finished products, there is a big The price bubble has discouraged many consumers, but the market has shrunk, and even the market has no market. For example, Qinghai jade, especially Qinghai jade, although the quality is very good, but it has been manipulated in recent years, the market is too small, the consumer demand is filled by a lot of Russian materials, and even replaced by the momentum. There is also a jade jade, because the quality is not enough, there is also a crisis that has been forgotten by the public. In short, although the traditional jade species are very popular and demand is large, the relatively mature market needs more orderly management. It should prevent the industry operators from improperly profiting, shoddy and deliberate. The promotion of traditional jade species should be based on "integrity", providing consumers with detailed information to ensure that "the goods are genuine", in order to make the market in a healthy and stable state for a long time. Emerging jade species: step by step, avoid hype With the hotening of the jade collection year by year, some relatively niche, emerging jade categories are gradually appearing in the people's field of vision, and their mining and operators are also trying to cultivate their own collection of people, and even work together to drive up prices, with a view to Stimulate the effect of “great appreciation potential†and attract Tibetan friends to invest. For example, Huang Longyu, fire for a while; South Red Agate, is hot. It is true that the quality of many emerging jade species is very good, except for the two mentioned above, as well as Taishan jade, jade wood jade, Alashan agate, turquoise, etc., each with its own characteristics, full of beauty, and often with the place of origin. Local interests. However, their market awareness is limited and the consumer groups are not yet mature, so there seems to be an urgent need for marketing. However, jade is a relatively special product. The corresponding market cultivation also has its own special rules. It requires a large number of long-term cultural foundations, and it also needs the artistic charm of the finished product itself to truly impress collectors and consumers. The promotion methods of too quick success and even blind speculation often lead to a series of problems such as “the raw material price is highâ€, “the quality of the finished product is roughâ€, “the lack of interest of Tibetan friends†and “sold products are unsalableâ€. In the end, the market order was destroyed, resulting in insufficient development of the industry. In this social environment where value orientation, aesthetic interest, and spending power are diversified and multi-polarized, both traditional jade species and emerging jade species can only share market cakes, and no one can monopolize the gimmicks. Every jade species should be preached according to its own characteristics, follow the laws of the market, and must have certain patience with the process of market acceptance. It should not be eager for quick success, and it should not be expected to blindly speculate. However, the advantages and disadvantages of the promotion strategy can make different jade brands separate. Therefore, for every operator who wants to seize the market opportunity, it is necessary to combine the promotion of jade species with its own brand building. With a longer-term perspective, the brand effect is used to achieve the goal. The brand building will eventually be implemented on a piece of jade. This is in turn to hope for jade carving talents with good skills, cultural accumulation and innovative consciousness. In other words, the promotion of jade species is especially important for the recruitment and cultivation of creative talents.
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