Practical brand strategy to open up the new road

Li Dongmei
The Yuyuan area, which is known as the "Tourism Holy Land, Shopping Paradise", is a comprehensive gold jewelry group company integrating design, production, processing, wholesale, and retail. As a old Chinese company, the company has relying on the huge business scale, superb design and production technology, and unique and detailed professional service consultation. In the gold jewelry industry, it can be called the crown of Asia.
In many years of devoted operation, Yayi has developed from a regional single store to the "China's most valuable brand 500 companies" in more than 500 online stores in various provinces, cities, and autonomous regions across the country. The business covers gold, platinum, diamonds, color treasures, pearls, jade and other categories. The complete integrated industrial chain, complete product line, has become a powerful guarantee for the continuous and high -speed development of Ayi. More than a hundred national honors such as "Chinese Jewelry Jewelry Industry" and "National User Satisfaction Enterprise", the brand value is 4.976 billion.
Any classic achievement began with the intention of the Blazers. While the gold jewelry market is expanding, the competition between the industry has become increasingly fierce. In order to enable enterprises to achieve greater development space and enhance its own industrial energy level, Ayi chose differentiated product strategies and put aside the original original original. Some thinking mode, keenly captured a new dynamic and fashionable market segment -wedding jewelry. To this end, Yayi took the lead in setting up a benchmark for wedding jewelry in the country, and created the "Chinese Golden Jewelry Wedding First Brand" as the road of brand development. The service shows its fashionable brand soul, making Yayi the best choice for young people when they are in love and buying jewelry. The appearance of major wedding fairs and jewelery exhibitions across the country has shown consumers the strong strength of Aya's dedication to the first brand of weddings. The colorful original wedding jewelry, the multi -channel brand promotion, allows consumers to deeply feel the brand values ​​of Asia's open innovation, excellence, and gratitude. bless.
In order to recognize the contribution of Asia in the field of wedding, the Chinese Gold Association awarded the glorious title of "China's Golden Jewelry Wedding First Brand" in July 2012.
1. Brand marketing creation miracle
2012 Mid -National Jewelry and Jewelry Tripping Yearbook
brand marketing activities are one of the important ways of direct contact with consumers, promoting brand concepts, and leaving consumers to impress consumers. Essence In the process of exploring the brand positioning, Ayi clarified information such as the age and consumption characteristics of target consumers, so that brand promotion and marketing behaviors are more targeted.
In recent years, when the Asian Gold Store implements the brand strategy through marketing activities, it pays great attention to the theme of "marriage" and "celebration", or actively uses traditional holidays, or has unclear festivals to find the trend of consumption, in -depth deepening, and deepen Analyze consumer demand, continuously carry out various creative and iconic marketing activities, refresh the sales record again and again, and vigorously build the brand.
Since 2010, Asia has successfully held the "Diamond Festival" for two consecutive years, with traditional Tanabata Valentine's Day as a selling point, launching high -profile, high -colored, and perfect carats. The rich and affordable wedding suits and other popular products have a sensation in the Shanghai jewelry consumer market. The "5.1.marry" wedding theme event during May Day seized the opportunity to consume a small peak during the long holiday, and pushed the wedding new products, so that the newcomers who did not catch up with the wedding expo could have the same rich product choice.
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2011 Asian 1 "Declaration" "I want to hold a wedding" creative wedding contest is vigorous. This brand has lasted for nearly five months, and Yayi joined hands with Shanghai's well -known media "Shenjiang Service Herald" and Sina.com to provide a newcomer and creative group who wanted to pursue unique new ideas in the wedding. The dream platform, and sent out a gift, a sensation, successfully showing consumers the concept of wedding in Aichi, and allowing consumers to naturally connect "Asia 1" and "wedding".
It, Yayi actively finds new channels that are consistent with its brand positioning. While maintaining the existing customer base, actively pay attention to the new trend of new consumer development, take the lead in entering the field of e -commerce, try to achieve strong realization with different industries Strong and cross -border alliance. For example, on Christmas in 2011, the Aiyi Gold Store at the National Gold Center, Pudong Five -Star Rice Calton Hotel on the second floor of the banquet hall of the "Ai Love" wedding and jewelry feast, allowing lovers to appreciate the Christmas as Christmas. Gorgeous and bright Asian jewelry world. Through this wedding jewelery display, the image of the Yiyi brand has risen to a new height. Asia One has changed from previous traditional wedding brands to emerging and stylish wedding clocks, and began to move towards high -end jewelry wedding brands.
2. The brand carrier bag contains true intentions
The product is the most important brand carrier and the "protagonist" of the Asian brand marketing activities. In order to establish the concept of the wedding jewelry, Yayi pays more attention to the design and research and development of the product, and hires well -known designers to participate together. Each of the carefully designed wedding jewelry has injects the unique interpretation of "love" in the Aya pair of "love", and integrates the Asian pair of pairs Consumers' blessings. The regular wedding new products have been strongly praised by consumers. A series of wedding products have been favored and sought after in actual sales.
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A Yiyi will also list wedding jewelry selection special services as one of the key construction projects. According to the consumer's consumer budget and age level, the Asian shopping guide recommends them to the products that meet the temperament and needs, so that each consumer will be satisfied, and gradually accumulates word of mouth. At the same time, Yayi is planning to create a professional wedding jewelry to buy service brand with the city's work model Dong Yan, which aims to make more consumers get more intimate, professional, systematic, thoughtful wedding jewelry purchase services.
3. The brand image push out the new
In order to cooperate with the transformation and improvement of brand positioning, Yayi redefined the brand color belonging to Yiyi in the process of establishing the strategic goal of creating the "First Brand of Chinese Wedding Jewelry", which represents the color of the Yiyi, which represents the representative, which represents the representative, which represents the representative, represents the representative, which represents the representative, which represents the representative, represents the representative, represents the representative, represents the representative, representing the color, which represents the representative, represents the representative, represents the representative, which represents the color, represents the representative, represents the representative, represents the representative, representing the color, which represents the representative of Asia. The fashionable and vibrant "Yiyi Zi" gives people a sense of high -end, attractiveness, and rich personality. It is gradually outlined the new image of the Asian brand in the minds of consumers, pushing the Asian brand image to a brand new high.
The transformation of the image of the Yiyi store brings a lot of surprises to consumers. Entering the flagship store in Asia 1 in Chenghuang Temple, the pink -purple theme color sets out a romantic atmosphere. As a foothold for the development of the Yiyi brand, the flagship store in the Asia has gone through several rounds of careful "dressing", allowing consumers to enter the wedding hall as if entering the store. The wedding experience area in a prominent position is also like a romantic princess room. As a batch of adjusted chain wedding image stores in Asia, the Asianhong Hui store, located in Shanghai's fashion landmark, was re -decorated in the New Year, the fashionable image and high -end store installation made people amazing and attracted a lot of popularity.
In in the future, Yayi will also build a new brand image highlight in terms of product packaging and other aspects according to brand planning, giving consumers a higher -end and more honorable enjoyment.
4. Various forms of brand promotion
2012 Mid -National Jewelry and Jade Tripping Yearbook
In many years of experience, publicity plays a vital role in product marketing. No matter how good the product is, the company is excellent If you do not pass proper publicity, it is also futile for product sales. Therefore, Ayi closely combines brand culture with product promotion, implements a comprehensive brand packaging, and strives to achieve a three -dimensional image of its image. Brand propaganda activities are also increasing, and media advertising, naming broadcasting and other methods all reflect the strong wedding characteristics and fashion personality of the Asian brand. At the same time, the scope of Asia's brand propaganda has continued to expand and gradually move towards the country.
The "Meeting Saturday" column of the new entertainment channel has many years of cooperative relationship with Asia. Yayi told consumers to tell consumers about the persistent pursuit and marriage view of Asia's "finding and identifying the only" on Saturdays of Shanghai. Other newspapers such as "Declaration", "New People's Evening News", "Times" and other newspapers are also constantly telling consumers' brand philosophy to consumers.
The younger and fashionable brand positioning has also promoted Asia One to become more fashionable in propaganda media selection. In addition to traditional newspapers and periodical media, Ai Yi gradually enabled new media to promote brand propaganda. Yayi uses SMS, network, building advertisements, subway media, cinema advertising and other carriers to enhance the brand awareness and influence in the form of multi -directional three -dimensional publicity. The users of these new media, the age of the audience, and the consumption power are closer to the target customer base of Aichi, making the brand image of Asia's professional wedding jewelry more popular.
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In addition, at the major exhibitions, opening ceremonies, and marketing activities, Asia's model jewelry show always stopped watching. This not only shows consumers the leading position of the Asian wedding jewelry brand. The models wearing Aiyi's exquisite jewelry, the temperament is more outstanding, but also makes consumers eager to try and scramble to buy it.
In 2010, the Asianjin shop combined with previous brand marketing work directions and its own experience, it formulated the development goal of creating a first -class brand of Chinese wedding and jewelry.
In 2011, the Asian gold shop detailed the company's five -year strategic planning around the development goal, and promoted the brand development goals as "creating the first brand of Chinese wedding jewelry or jewelry", and launched brand planning. Substantive carrier.
In 2012, the Asian Gold Store gradually carried out practice on the core of the media, products, and store images around the core ideas of brand planning. The first brand of Chinese gold jewelry wedding ".
I. As a national business brand, "Asia 1" is in the golden jewelry market in China, and it is a big deal to seek greater development in the direction of diversification, hundred years, and internationalization. Yayi believes that the unsatisfactory efforts will turn into powerful wings, so that Yayi Yizhen's wings will fly high and achieve brilliant fruit!