To take the franchise I Do road-IDo, wedding ring – jewelry industry – Mud Pump
"Before the jewelry industry is not successful franchise business model, due to lack of brand strength. Franchising is essentially brand cloning, if the brand's own 'genes' bad, then the high-frequency, large areas of 'cloning' is not doomed competitiveness of defective products, and even has clearly exposed the shortcomings of the parent brand. "Not long ago, in the 10th China Franchise Conference & Expo, China Chain Store & Franchise Association Deputy Secretary-General Wu Ruiling bluntly pointed out that the status of the domestic jewelry franchise .
A long time, franchising has been the focus of attention of the jewelry industry, but the jewelry business before joining the development of business just as Happy Valley enclosure, a means of wholesale products; Quemo noted, "consumer demand-oriented" branding. Domestic jewelry enterprises in the exploration of this franchise, "the 21st century's most successful business model", met the challenge of missing content from the brand.
Jewelry Brand Missing content experience What brand? Coca-Cola has explained: Even Coca-Cola factory burned by fire overnight, alone, "Coca Cola" the name, business can get loans from banks, suppliers of raw materials will be sent to the front of the dealers will still be at the door waiting for offline products. This is called branding.
The same is true luxury, look at the global success of luxury brands such as Chanel, Dior, Cartier, etc., are all content with a unique brand and culture sediment. Chanel Fashion is always elegant, simple to unique style, with classic black and white leads Fashion ; Dior fashion Zeyi fine lines known for cutting and perfect, and good use of color elements. Even removing LOGO, consumers can identify the two brands.
Contrast, many domestic brands jewelry chain, the shop decorations are mostly similar, if removed LOGO, almost can not tell. These firms often choose to pursue short-term expansion of the franchise, the results will soon return losing. "The problems currently plaguing corporate jewelry brands and products include the lack of internal connection between the positioning homogenization and brand loss, all of which seriously hampered the development of jewelry franchise." Wurui Ling said.
IDo brand differentiation strategy Jewelry business in franchising, "the conspiracy of silence" when the world's first high-profile wedding ring brand IDo took part in the China Franchise Exhibition and unequivocally played recruitment Proxy Slogan. It is understood, IDo is HIERSUN (Hanson) and the international diamond sector companies in Europe fingertips art brand TOURNAIRE Cooperation The face of the global launch of the first couple of professional wedding ring brand. "IDo" The term comes from the Western church on a timeless wedding vows, it represents the most devoted love between couples commitment to strong and enduring symbol of bonded together diamond is undoubtedly carry great keepsake vows of love, It also gives a distinctive brand IDo content.
IDo brand appeal not only in its unique wedding ring positioning is more important is the unity of the VI image design, including the store decoration, handbags, and other wedding Packing carton. IDo all direct sales stores, and agent, designed by the U.S. President's Office who have world-class master of creating space, white bar Shaman, consistent with IDo white background with pale colors, creating a wedding hall like holy atmosphere. IDo With a unique brand positioning and first-class jewelry design, to carry out franchise to lay a solid foundation.
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