The Orientation And Promotion Of The Ruby And Sapphire Jewelry In The Chinese Domestic Market

Ruby and Sapphire are two kinds of rare color stones which have identified by the whole world. As precious gems, Ruby and Sapphire not only have tough hardness, charming color, special optical effect, but of historical culture, romantic legends as well.In the 1990s, they once well prevailed in China. But in later years, the Chinese jewelry market got into a"White terror", which is caused by an advertising slogan"A diamond lasts forever"of the powerful extended organization----De Bierres. The slogan touched lots of people, and blew"White fashion"in China quickly. Occupied the Chinese market fast, diamond jewelry became the primary consumable for new couples. Since then, in 10-15 years, Ruby and Sapphire have been diminishing markets in China. In the Chinese jewelry market, the need for Ruby and Sapphire jewelry decreased.There are many factors that make Ruby and Sapphire market perform weakly. Faced with the strong competition of other kinds of jewelry, to make a radical change of the status quo of Ruby and Sapphire jewelry industry the resources should be integrated with the processing advantage of the jewelry industry in China and the brand advantage of chain commerce and make a tight orientation of Ruby and Sapphire jewelry, in which way the level of ruby and sapphire design and setting would be advanced, and the portion of ruby and sapphire in domestic retail market share and finished jewelry export would expand. .In the paper, the discussion consists of the following aspects: firstly, the history of Ruby and Sapphire and the cultural significance of Ruby jewelry are recognized; secondly, the status quo and the superiority and inferiority of this industry; thirdly, by referring to the success and the development rules of other gems, based on the analysis of the consumer group and market demands of Ruby and Sapphire jewelry. So as to make the industrial orientation in domestic market;fourthly, how to perfect research, design, enchase, processing and selling in the whole industry chain is discussed;Finally, the paper discusses how to promote the industry and decrease the distance between Ruby and Sapphire jewelry and other prevalent gems by practicing unified grade standard and deciding proper market position to make the Ruby and Sapphire industry develops better , faster and stronger.In a word, a lot of work should be done in product orientation, unified standard, design, technique, cultural significance and advertising to change the status quo of Ruby and Sapphire jewelry in the market to bring forth the jewelry in a new high-grade image.