Study On The Design Strategy Of New Chinese Brand Jewellery

With the decline of the traditional handicrafts, traditional jewelry culture is gradually losing its past glory and splendor due to the influence and erosion of the foreign culture. The standardization of modern industry and global cultural homogenization are consistent with the design style of modern jewelry without any feature. The modern designers get down to finding the directions from the traditionalism by the increasing emotional and individual requirement of consumers which also provides the motivation for the return and renaissance of traditional culture. In addition, the rapid development of the new Chinese style in other fields provides chances for the development and innovation of new Chinese jewelry.First of all, this paper proceeds with the evolution and features of traditional jewelry. Then by analyzing the process of its development, the conception of modern new Chinese jewelry is showed up. Next, it will be easier to understand and explain the conception of the new Chinese jewelry through the application of the new Chinese style in other fields. After that, this paper makes a basic explanation of the chances and challenges about the current situation of new Chinese jewelry and the actuality of brands. According to the study, it has a very significant and valuable meaning to the continuity along with the regeneration of traditional culture and the rebuilt and elevation of the brand value with the development of new jewelry brands from China and it has the ability to promote our cultural jewelry to stand firm among the nations of the world.Secondly, I try my best to make a deep study about the typical elements of new Chinese jewelry. This paper discusses the characteristics of new Chinese jewelry style, the influence by social environment and the aesthetic characteristics from three aspects: the design considerations, the analysis of design style and the source of aesthetic consciousness. After that, the paper gets a deep in learning and studying about the new Chinese jewelry.Then, I have conducted a questionnaire survey about the knowledge and expectation of the customers concerning new Chinese jewelry. I also have investigated and analyzed with the method of superiority weakness opportunity threats about several existing typical jewelry brand throng conducting market study and investigation. By this method, this paper draws a conclusion about the problems and the future evolution of modern new Chinese jewelry.Finally, this paper proposes three strategies of development according to the above study and investigation: 1. finding the elements and thinking strategies of developing the new Chinese jewelry from the elements of traditional culture; 2. finding thoughts from the innovation of modern jewelry’s design; 3. proposing the improvement strategy of differentiated tactics, visual system of a brand and brand communication from the point of brands.