2015年下半年钻石趋势分析

　　2014nianquanqiuzuanshizhubaoxuqiuzengzhangle3%，2015nianzuanshixuqiuzengzhangjianghaoguoqunian，youwangqude5%-10%zhijiandenianzengzhanglv。rujin，2015nianyiguoban，woaizuanshiwangjiuweidajiajiuweidajiazuoyixia2015nianxiabannianzuanshiqushifenxi。

　　趋势1： 钻石饰品消费增长背景：

　　1、xiaofeizheshouruchixuzengzhangshixiaofeijichu。

　　2、guojizuanshigongyingxitongjiangtuigaozuanshijiage。youyuzuanshixuqiudezengzhangyijizuanshiyuanpeishichangdediaokong，2015nianzuanshijiagejiangyou10%-20%zuoyoudezengzhang。

　　3、zuanshidepujihequyudazhonghua。zuanshishipindepujilvchixuzenggao，zheiyedaidonglezuanshishipindexiaofei，erqiezuanshixiaofeijianggengquyudazhonghua。

　　4、zuanshiwenhuaconghunqingwenhuakuozhanweiqingganwenhua。zuanshishipinfeihunqingxuqiudebizhongyuelaiyuegao，daibiaozhezuanshishipinzaizhongguodexiaofeiconghunqingwenhuakuozhanweiqingganwenhua，zheiyejiangladongzuanshidexiaofeizengzhang。

　　5、zuanshishichangjijiagequyulixing。zuanshishichangdejiagezhanjixiaoshouwangluodezengjia，youqizuanshixiaoshoudianzishangwupingtaidexingqi，zuanshishichangjizuanshidejiagejiangquyulixing。

　　6、zuanshichanpindexiaofeirenzhizengqiang。youyuzuanshixiaofeirenqundenianqinghua，jiashangzuanshiyoumingquedeguojipingjiabiaozhun，xiaofeizheduizuanshichanpinderenzhiyuelaiyueqiang。ciwai，zaixiaofeiguochengzhong，xiaofeizhezaixiaofeitiyanzhongdedaolezuihaodezhishixuexi。

　　7、zuanshishipincongdanpinxiaofeiquxiangzhengtidapeixiaofei。zuanshixiaofeiyijingcongzuichudezuanjieweizhudexiaofei，fazhandaolezhengtidapeixiaofeidejieduan，xiaofeizhejiangquxiangyuyongyouduojianzuanshishipin。(nengfoutongguoyouzhidefuwuhetiyanweihuhaokehuguanxi，cujinkehuzhongfugoumaijiangshizuanshixiaoshouguwenjizhubaoshangmianlindetiaozhanheketi)

　　8、huangjinjiagedebodonghuangjinjiagedebodongjidimishidexiaofeizhezaigoumaihuangjinshoushidejijixingshoudaoyingxiang，bufenxiaofeixuqiuxiangzuanshishipinjinxingzhuanhua。zheiyejiangladongzuanshixiaofeidetisheng。

　　趋势2：钻石饰品营销模式变革

　　zuanshishipindeyingxiaomoshiyizhichuyushichangboyidezhuangkuang，zaichanpingengquyutongzhihuahetouminghuadeqingkuangxia，dianzishangwu、shitimendian、pifashang、luozuanxiaoshouqudao、sirendingzhi、hunqingqudaoxiaoshoudengdouzaibuduangaibianzhezuanshixiaoshoudequdaogeju。

　　1、xiaofeiquntidenianqinghua

　　zuanshixiaofeiquntidenianlingjiegouyijingxiangbihunqingxuqiugengquyunianqinghua，25suizhi35suizhijiandebizhongjiangzengjia。

　　2、zuanshishipinxiaofeiliangjifenhua。

　　gaoduanzuanshishipin、pinpaizuanshirengyongyoushitimendianxiaoshouyoushi。yinweizuoweigaoduanxiaofeizhelaijiang，gouwutiyanjipinpaixuqiurengzhanzhudao，juyougaoduanfuwunenglihetiyanyoushidepinpaimendianrengzhanjuyoushi。erduiyuzhongdiduandezuanshixiaofeixuqiu，zejiage、kuanshizhanjuzhudao，huichuxianjiaodadefenliu，dianzishangwuqudaoxiaofeizengjia。

　　3、xiaofeiquntiderenzhiduzengjia，xinxigengduicheng。

　　xiaofeizhexiangbizhiqianduizuanshidezhuanyerenzhidadazengjia，wangluoxinxidepuji，jiashangxingyexiaoshouduixiaofeiquntidefuwuxingjiaoyu，shidemaimaishuangfangdexinxigengjiaduicheng。

　　4、shichangjiaojuzhechixushiya。

　　yuanyoudezuanshixiaoshouqudaojijiagetixijiangchixubeidapo，yipikuajiecongshizuanshixiaoshoudequntijiangbanyan“shichangjiaojuzhe”dejiaose，jidaopinpaizhubaoqiyegengdadeyali。

　　5、pinpaizhubaoqiyebeifuyalijinxingbiange。

　　gezhubaopinpaijiyuneibu、waibudeyali，zhudongxunqiubiange，zhuyaojizhongzaixiaoshoumoshidebiangeshang。zai2014nianhenduoqiyeyijingkaishizheshouchangshitongguoyidonghuliandenggongjushixianzaixianzhifuzaixianxiaoshou，danweiyoumingxianshouxiao，2015nianjiangyouyipiqiyezaixiaoshoumoshibiangeshangtuoyingerchu。