It is said that two things in a woman's life are essential: one is love, the other is jewelry. With the continuous improvement of people's living standards, the jewelry industry has become an expanding "toon". Throughout the 2015 retail market of the jewelry industry in our city, the jewellery retail integrated stores of the four major shopping malls played an important role in the active market. Several jewellery retail franchise stores and some small shops have also become the power of this industry. Walking on several main roads in the downtown area of ​​the city, you will find that there are a few jewellery retail store signs on the Golden Baodi Plain Road, but there are also some small jewellery stores that have been closed down. A large jewellery specialty store opened in the middle section of Renmin Road for less than two years. Closing the door, the so-called market is the "besieged city" that has come out and has come in. In 2014, this “beautiful†industry ended a period of rapid growth for 10 years, and the retail market as a whole suddenly reduced its growth rate. In 2015, the overall sales of the jewelry industry's retail market was bleak, and the owners of the jewelry industry had never experienced anxiety. Regardless of whether you know how to do it or not, the days when you can get into the jewelry industry with a little spare cash can make money. It is worth noting that the city's Pingyuan shopping mall has been serving more than 100,000 people from January 1 to September 30 this year, an increase of nearly 10% compared with 2014. For the understanding of the jewellery market from the heat-saturated-cold, the head of the 100-year-old jewellery city said: "This is an obvious market characteristic and a manifestation of market rationality." Consumption rational market is getting colder In the early 1990s, mainland businessmen registered gold jewellery brands in Hong Kong, driving the exclusive franchise store of gold jewellery. Rise. One-time investment value-added, marketing concepts, auction prices, eyeball effects, hype new varieties, speculation discounts and promotions... have indeed stimulated consumers' desire to buy, and they have also gained temporary enthusiasm in the market. However, with the popularity of jewellery knowledge, rational consumers are becoming more and more calm in the face of various hype. Affected by factors such as the overdraft of gold consumption in 2013 and the decline in the price of gold in 2014, the owners of the gold jewelry sales industry in 2015 shouted hard to operate. China Fortune Association has been saying for many years that the retail outlets in the jewelry market are seriously over-represented, but the number of stores in 2014 is still growing. The new jewellery management army continues to squeeze the market, causing price competition. In 2015, the overall jewellery retail market has a very high probability of increase, and the continuous decline in sales of individual stores is inevitable. In 2015, the sales volume of gold jewelry in our city increased slightly, but the sales volume of gold bars and other gifts decreased significantly (more than 60%). The sales of other jewelry decreased by 30% compared with the same period of 2014. The coldest is still the jade market. In China, there are more inventories in the jade finished product market, and merchants will not easily cut prices because of high cost. Whether it is a professional shopping mall or a storefront or counter, the popularity is generally insufficient. Most sales performance is reduced by about 30% compared with the same period of 2014. Some sales are not subject to operating costs. Most of the sales of jade, crystal, agate and other jade are only 50 in the same period of 2014. Around %, and the sales of gold and jade jewelry, which was once hot, also declined slightly. Although price competition is an important competitive means that the jewelry industry cannot avoid at this stage, the price war not only hurts the company's own interests, but also disrupts the market, reduces consumer confidence, and affects the healthy development of the industry. Therefore, promote differentiated development with innovation as the core, and get rid of enterprise production. The product and marketing model are equivalent to the quality of the circle, in order to effectively reduce the helplessness of the price war. In the future, compared with the jewellery industry in our city, reducing the hype, integrating resources, cooperating and win-win, digesting the market stock, innovating marketable products, and focusing on customer experience services, is the jewellery business of our city to lower the jewelry market. An important way to develop and grow itself and become an important direction for a long time. Homogenization is an old problem in the jewelry industry, but it is an inevitable outcome of the market's short supply. In the market competition of oversupply, differentiation is an important way out. Differentiated products are not only the objective needs to adapt to the diversification of the consumer market, but also the main way to satisfy consumers' pursuit of individuality. Centennial Yongfu Jewelry City grasps the important direction of innovation and development, and differentiates its development, so that their pattern is gradually maturing to the market. Brand strategy and cultural output highlight competitive advantage Brand strategy is an important channel for sustainable development of enterprises. Although the jewellery industry in our city is still in the initial stage of brand competition, the 100-year-old jewellery city faces the city's ranking in the national city, and cultivates the phoenix tree very early. The waiter waits for the golden phoenix to come; The opportunity to give birth to growth began to force, and gradually realize the brand take-off. From 2008, Shanghai Laomiao Gold entered the 100-year-old Haofu Jewelry City, and the first-line brands such as Saturday Fu, Liufu and Laofengxiang also came to this place to settle down. The 100-year-old Yufu Jewelry City has a business area of ​​more than 2,000 square meters and more than 20 well-known brands. It covers tens of thousands of goods and categories. Through the brand occupancy effect, a hundred years of Fu Zhu Baocheng has won the market more and more in the market competition; through the brand strategy, it has become the vanguard of the jewelry and jade sales industry, and the sycamore tree of the 100-year-old Yufu Jewelry City has become more and more prosperous. Through years of innovative operation, Baiyin Haofu Jewelry City has successfully opened the market and realized the refined management and operation of the channel. It has obvious advantages in channel expansion, brand building and profitability, and has become a jewelry brand in the jewelry market. Preferred channel. With the popularity and popularity of diamonds, the popularity of diamond jewelry continues to increase, driving the consumption of diamond jewelry; affected by the fluctuation of gold prices, the enthusiasm of consumers to buy gold jewelry is reduced, and some consumer demand is transformed into diamond jewelry, which makes the price of diamonds in 2015 look like There is a growing trend. However, the price war in the diamond market and the increase in the sales network, especially the rise of the e-commerce platform for diamond sales, the price of the diamond market and diamonds will eventually become rational. The diamond jewelry market in our city does not have the maturity of first-tier cities, and the industry needs to work together to cultivate the market. In this regard, the 100-year-old Yongfu Jewelry City has taken many beneficial measures. On Valentine's Day on February 14 this year, Centennial Yongfu Jewelry City successfully hosted the “Looking for the luckiest lovers in the city†charity event for the third time. In the event, Baiyin Fufu Jewelry City sent a 1 carat diamond ring worth about 60,000 yuan to the lucky lovers. At the same time, it took out hundreds of diamonds in the storeroom to display in the store, publicizing the international evaluation standards of diamonds, diamond-related production processes, processes, etc. Knowledge, and through the use of video and activities, the diamond culture is expanded from wedding culture to emotional culture, guiding the consumption of diamond jewelry from wedding culture to emotional culture, enhancing consumers' awareness of diamond products, and also promoting their diamond jewelry from time to time. Product Consumption tends to be the overall collocation of consumption, and the consumption of diamonds has grown from the initial consumption of diamond ring to the stage of overall consumption. The sales consultants provide the consumer experience through quality service, maintain and guide the customer relationship, firmly consolidate the repeat customers, and establish a new customer base. At the same time, the 100-year-old Jewelry City has created the event into a brand. The 100-year-old Yongfu Jewelry City “seeking the luckiest lovers in the city†charity activities has subtly changed the consumer's consumption concept. Interpretation of diamonds' expression of love and marital meanings is far from being replaced by gold in the traditional sense. The diamond jewellery custom inlay service of the 100-year-old jewellery city has become an important part of the jewelry consumption culture of our city, and has attracted more and more consumption. By. The diamond jewelry consumption pure wedding rigid consumption gradually expands to emotional consumption; from a single diamond ring consumption to a complete set of diamond jewelry expansion, it brings new development opportunities to itself, and also makes its market share in our city increase for three years. . Financial strength and brand influence are critical to the development of jewellery retailers and are the basis for their expansion. Ordinary consumers have difficulty in identifying the quality and value of jewellery. Most consumers can only rely on the popularity of jewellery brands and the trust of jewellery retailers when purchasing jewellery. Therefore, for jewellery retailers, the stronger their financial strength and the higher the reputation of the brand, the more they can directly drive the increase in product sales. The 100-year-old Fucheng Jewelry City account shows that the value of the carat diamond ring for the third consecutive year is about 180,000 yuan, and the gold guarantees its market position with 200 kilograms of stock. Integrate resources, cultural output, win-win cooperation, and well-known brands to promote their market share.
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