Taobao tried to make the “original mine direct supply†gold and silver jewellery and jade business to shake the foundation of the transmission jewelry retailer.
On June 23, the “Tuanjinshan Juyin Mine†was on the Taobao homepage. The first batch of special products such as gold, silverware and wooden beads were sold in Taobao. Zhang Yong, chairman of Huachang Jewelry, has previously revealed that many gold ornaments are sold at a price lower than the international gold price of 5 yuan / g, and support for life-long recycling.
On June 19th, Taobao announced the “original mine direct supply†jewellery and jade brand endorsed by the authority of the government. The purpose was to cancel the intermediate link and make “original direct supply†a new standard for jewelry e-commerce.
The jewelry industry is one of the oldest industries, and the thousands of years of history have made this industry a very large scale. According to data from the China Jewelry Association, the annual sales of the national jewelry industry market is about 480 billion yuan, and in 2012-2014, there is an annual growth of 60 billion yuan. For a traditional industry, this is a pretty good growth rate.
The confusion and irregularity in the jewellery market has also become the main reason that currently affects consumers to purchase jewelry online. According to Sharon, deputy secretary-general of the China Jewelry and Jade Jewelry Industry Association, consumer trust, material perception of jewelry products, logistics, and after-sales protection are obstacles to the online development of this industry.
In addition, there is a common problem in the jewelry industry – the intermediate links lead to high prices. Some people in the jewelry industry told the interface journalist that "the middle part of jewelry generally accounts for more than 60% of the price, except for gold." There are also Caibao merchants who told the interface journalist that "the color of the treasure can reach the purchase price of five or six." Double."
In response to these circumstances, Zhou Nan, head of the Taobao jewelry industry market, said that in March of this year, Taobao had conducted a round of “raw mine direct supply†test water, streamlining the sales process of Hetian jade into three links: mine source, processor and consumer. It not only controls the price of the goods, but also guarantees the material quality. "We have joined the government of Hotan City, Xinjiang, and let the government buy Hetian jade goods under the circumstance of endorsement. Compared with the past, the sales of jade in Taobao platform has nearly doubled." Zhou Nan revealed.
On June 23, the “Original Mine Direct Supply†was launched. Taobao joined the China Jewelry and Jade Jewelry Industry Association, Putian, which is known as the “China Silver Jewelry Cityâ€, and 20 outstanding merchants including Huachang Jewelry participated in the implementation line. On the event.
This online platform allows these goods to go online only to consumers through the “mine source†and “final processorâ€; at the same time, it guarantees “mineral traceabilityâ€, and the list is provided by the government of the mine source and the mine owner after verification.
Zhou Nan also introduced that Taobao will cooperate with the five national-level jewelry appraisal centers in China to exclusively launch the identification certificate comparison system, and link the commodity inspection certificate data with the jewelry identification center data. The fake certificate number will be discovered by the system. Compared with the traditional identification certificate provided by the national third-party appraisal agency, the Taobao launch of the appraisal certificate adds multiple guarantees according to Internet rules.
At present, the Jewelry Testing Center of China University of Geosciences has reached a cooperation agreement with Taobao, and it is expected that the system will be online this year. Whether the future business products can pass the identification certificate comparison system will become one of the standards that Taobao attaches to.
In the industry, the price of gold in the mall is usually marked by the “gold price todayâ€, which will include the manual fee. The interface journalist saw in the special page on June 23, according to the "Top 50 minus 50 yuan and then 60 yuan coupons" set on the page, the price of a long-lived lock of 5.5 grams of Au999 gold in Ganchang jewelry brand. It is 1538 yuan, and the original price of the similar gold lock of Chow Chow Chow Tai Fook brand 5.52 g Au999 is 1746 yuan. Oufulai brand 20 grams of 99 full silver chopsticks is not considered a coupon for this market price 109 / double, and the interface news reporter search found that Tmall with the same quality of the same quality silver chopsticks minimum price of 208 yuan.
But it's hard to say how much impact Taobao's actions can have on traditional jewelry retailers. "Taobao's gold price should be transparent, the gems can't say, because the certificate is not the only price standard, there are many brands bargaining." The aforementioned jewelry industry commented.
“Original mine direct supply†is indeed a further squeeze of Taobao for the traditional industry, it can also be said to be “reformâ€. However, from another perspective, the impact of “original mine direct supply†on big brands such as Chow Tai Fook and Chow Sang Sang who have already entered Tmall is still worth discussing. After all, they have a brand premium. The industry believes that "the online impact on the offline will not be so big, because after all, it is a valuable commodity."
Therefore, Taobao's jewelry business will initially focus on consumers who are looking for value for money. “This event is more for consumers who are looking for value for money. For example, the rural market is a very large target market for this event.†Zhou Nan said, “The demand for gold and silver jewelry in rural areas is much larger than we think. And this market doesn't care about brands."
According to Zhou Nan, this is also part of the many strategies of Universal Taobao. Zhou Nan told the interface journalist that he is responsible for many projects related to life interests and hobbies, such as glasses watches, jewelry accessories, sports outdoor, flower and bird entertainment, animation and so on. Combined with O2O ideas, their goal is to make these industries happen because of Taobao. Variety.
In the future, Taobao platform will further expand the depth and breadth of “original mine direct supplyâ€. “At present, diamonds, rubies, sapphires, tanzanites and other products are being negotiated. The mines cover South Africa, Sri Lanka, Tanzania and Brazil.†Zhou Nan also revealed that in the later stage, Taobao also intends to match different products for different products. The seller takes the custom mode.
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