Direct Marketing International Journal

Each diamond has a touching story behind it. "Blue Nile founder Vardon says." Mysterious, "a symbol of wealth and glory" which is an average print jewelry industry. "Family Culture", "hidden rules", "verbal agreement" and thus successively, a jeweler in the definition of the jewelry industry.

The change is happening. I started the jewelry industry, a little blocking a gap.

Blue Nile United States is the pioneer of this innovation. With online sales of diamonds, Blue Nile (Blue Nile) was established only five years, the U.S. jewelry industry has become the eighth largest professional dealer, profit margins on the number of nationwide jewelry chain Zales Corporation, and later a successful landing NASDAQ to create a B2C e-commerce myths.

In the U.S., sales of the Blue Nile Diamonds are almost the first brand in the world of diamond Tiffany fairly. Exactly the same diamonds they sell, not just the same clarity and quality channels and up even buy are the same. price of the Blue Nile diamond ring, but only half of Tiffany.

Blue Nile's success is that jewelers traditional confusion.

Traditional jewelers want to keep a mystery to consumers, Blue Nile will subvert the rules, so that the product is completely transparent. Customers may refer to the weight of diamonds cut, color and clarity, and other indicators are compared with each diamond.

With the first generation of jewelers, relying on information technology and Internet innovation is represented by the blue Nile obvious features of the new generation of jewelers. They want change the traditional family jewelry business culture isolated, non-transparent, non-industry standard not these rules.

industry Chinese jewelry is making a different story with the United States. Avenue, diamonds, birds, Opel Korea and other Internet jewelers, as more than 2,000 wild plants emerge. Especially in the context of the international financial crisis, China's jewelry industry is full of expectations of trade mail.

Shenzhen s hot in July. Shenzhen Luohu District, it accounted for 70% stake in the jewelry industry in China, based processing jewelry and the Journal reporter visited Avenue, Opel Li, Zhou Dasheng other jewelry companies. We see that the sharp reduction in orders from abroad, jewelry forced some factories to close more factories jewelry have a U-turn, opening up the domestic market, sales will change the focus of the transformation.

Opel Korea is the use of e-commerce retail sales from the OEM model in a typical representative of the brand. American and European brand Xue Yong OEM sound was in 2009 with "F2C (factory direct consumer) model of electronic commerce began Opel brand Li.

Since 2005, Avenue of the credits that have Blue Nile China. Avenue Xu Wei, vice president, said: "As a second generation jeweler, have a responsibility break the old traditions of the arrest of the jewelry industry is. "

Retail market competition are forcing brand jewelry Retail Traditional seeking a change in the situation. Zhouda Sheng, Dai Mengde traditional brands do not waste your time using the Internet to expand sales channels, with the help of information technology to change the traditional management model. Former director of the company of Ms. Liu Lijun Dai Mengde only the introduction bold the "management systems franchise stores," Safety of products of the verification system "and other information systems, have long been doing business in Alibaba, also opened Daimeng Antigua Platinum Line Shopping. Zhou Dasheng not only invests in Avenue, 2007, also Investment its own e-commerce, expand sales channel network. business e-commerce, according to Zhou Discussions Dasheng present their online sales is more than 1 million yuan.

Change continues. Chinese jeweler through the history of IT is transforming developing

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