Channel declared war started breaking existing pattern
Luk Fook Hong Kong Resources Holdings MOU released last week , Luk Fook intended to HK $ 301 million cash acquisition of Hong Kong Resources Holdings owned 50% of China Gold Silver Group issued share capital . Luk Fook to attract the consideration paid for this acquisition is started , it is Chinese gold and silver of the " GOLD " brand in Hong Kong, Macau and mainland China in the jewelry retail and franchise business the right to operate .
Announcement shows that the shares, the Luk Fook Holdings will involve investment and management GOLD , GOLD retail outlets through expanding its retail network. Early GOLD worked with Chow Tai Fook , TSL three brands to keep pace , becoming the Mainland 's four Hong Kong-owned jewelry brand . As of the end of June 2013 , more than 400 " GOLD " jewelry store annual revenue was 46.9 million, a net loss of 116 million Hong Kong dollars. In contrast , Luk Fook fiscal year 2013 net profit of 1.266 billion Hong Kong dollars.
Brand research expert told Beijing Daily reporter Li Bin , the current round of consolidation in the industry has begun to acquire meaning , " one industry will integrate iconic sign is whether the existing market structure is broken . Present, China's gold jewelry industry is undergoing transverse and vertical integration of the cross , thus the ultimate success of the industry consolidation . " With gold jewelry industry consolidation to accelerate , more giant -and innovation-oriented enterprise group formation , such as gold concentrate Stockist , platinum and diamond concentrated focus stockist Stockist and a large number of local carrier class the rise of the retail business . The rise of these companies and competitors integration will certainly lead to new industries earthquake , earthquake in these industries will accelerate the integration of the entire jewelry industry .
Consumers rely on brand businesses competing shop
" Most still see the brand , especially large mall relatively conspicuous ." Counters in a double-On Shopping Chow Sang Sang Jewellery customers expressed positive selection . Randomly interviewed a number of customers have also expressed famous and traditional brand trust is higher, " put in a lot of various media advertising is beautifully judged brand awareness is an important indicator . Except brands rely buy jewelry more emphasis on the process of consumption visual experience, many shops and beautiful , dazzling display , customers are stimulated , the more the better performance of the shop . " Therefore, Chow Tai Fook and other capital strength of the competing jewelers manufacturer shop .
As of June 2013 , Luk Fook Group, a total of 1,022 stores in Mainland , a total of 40 stores in Hong Kong , Macau, a total of six stores , totaling 1068 ; Mainland GOLD total number of stores to 406 , a total of seven stores in Hong Kong , a total of three stores in Macau , totaling 416 . After completion of the acquisition , the total number of Luk Fook Holdings shop 1484 , almost equal to the number of CTF 's 1929 stores. GOLD outlets in the mainland and larger scale, in Gansu, Qinghai, Xinjiang and other Luk Fook blank areas are equipped with branches.
Beijing Daily reporter learned that the current second-tier cities in the Mainland set up a 90 square meters of jewelry stores, from planning to the store to be opened in the cost of 2.5 million yuan . Prospects industry researcher Huang Shan believes that this round of acquisitions actually let Lukfook saving shop is much higher than the cost of the purchase price . Related statistics show that if Luk Fook Holdings opened its own 416 stores , the cost will exceed $ 0.8 billion . Compared with the price actually already save a lot of shop fees.
Shopping difficult to expand low-end consumer into the store
Channel is king in the battle started, the same shopping center you can store different positions have big tricks . Huayu Shopping Chow Tai Fook store an employee told Beijing Business Daily reporter, jeweler increasing the threshold into the mall , in fact, there are many brands for various reasons do not squeeze into the mall or get an ideal location.
Thus , the acquisition of existing stores in the mall , is the most economical channel expansion effort choice.
For gold jewelry sales, side hall is undoubtedly on the choice . Not only can play back high wall cabinets can also be laid optimal lighting illuminate gold jewelry , and thus stimulate the purchase , while relatively closed space, but also easy to retain customers. The island is in addition to side hall , separated by partitions and back cabinet out of the counters, no real walls can not play high cabinets, lighting is difficult to control .
Observed malls can easily find most brands will choose side rooms. A department store industry, told Beijing Business Daily reporter , first-class side hall is an international brand , second-rate side is the big hall . Nakajima is the domestic first-class big times , the island is the second-rate brand , three streams Island is the brand-name and miscellaneous . Visited several stores found that as the industry leader in the Chow Tai Fook , Chow Sang Sang , Luk Fook and many in the side hall, while GOLD often in the island .
"It's a great relationship and brand positioning ." Said Li Bin , GOLD originally positioned than Luk Fook , Chow Tai Fook , Chow Sang Sang and other brands is low, Luk Fook Jewellery acquired from GOLD move , you can see Fook interested in expanding civilian consumer market.
Gems & Jewelry factory Trade Association, vice president Qiu Zi Sang said, " For consumers, traditional culture deep preference for gold , the lower the price of gold this year , attracting more people to choose the number of gold jewelery . Right companies, this year's gold market is an opportunity . " Gold lower, gold jewelry jewelry become mainstream consumer , brands and consumers began to fully develop the youth market , has become the gold brand to open a new one layout background .
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