Diamond Diamond Betting On Wedding Ring Custom To Borrow O2O To Break The Bottleneck

< p > according to Tmall double eleven sales data, online jewelry sales growth has slowed down, and sales of this category online have been bottlenecks. Wang Yong, founder of diamond, said O2O will become the key to the breakthrough of Kelan's bottleneck and sustainable development. < /p >
< p > reporter learned that during the double eleven period, the turnover rate of the flagship store on Kelan diamond line was between 1/1000 and 2/1000, while that of the offline experience shop was between 40% and 50%. Wang Yong believes that consumers do not want to buy valuable jewelry online, which is the main reason why online shops have low turnover rate and low conversion rate. The huge difference between the online and offline trading rates has led diamond to realize that the O2O mode will be the main direction for the future development of Kelan. < /p >
< p > diamond has 45 line experience stores in more than 30 cities, of which 32 offline experience shops are fully interconnected with Kelan's online system. This year's double eleven period, Kelan's most important task is to get through the O2O chain, and link up online and offline. < /p >
On the day of "P double eleven", the total sales of Kelan online and offline were over 70 million, of which 85% of the orders were paid online. However, when the Kelan offline experiential store failed to install the a href= "//www.sjfzxm.com/news/index_cj.asp" > Alipay /a > offline payment system in time, the turnover under the dual eleven antenna was not reflected in Tmall's double eleven sales. Now, Kelan is actively pushing the offline experience store to introduce the payment system under the Alipay line. < /p >
< p > "in the future, through the O2O mode, Kelan will make full use of the online consumer groups." Wang Yong said that the O2O mode brings more imagination to the jewelry brand below the line. Offline experience shop is no longer the burden of fast development of < a href= "//www.sjfzxm.com/news/index_c.asp > online brand > /a". It is really connected with the cloud, and common development under the online and offline. < /p >
"P", starting in 2014, Kelan diamond will further expand its offline stores nationwide and expect to achieve the goal of "100 cities and thousands of stores" in the next few years. < /p >
< p > in the future competition with traditional jewellery brands, < a href= "//www.sjfzxm.com/news/index_c.asp" > Kelan < /a > diamond will give full play to the advantages of Internet brand, and support the brand with "quick response" supply chain to "Customize" mode. Through the two different customization modes of product customization and style customization, Kelan diamond will give full play to the variety and quick response of the Internet brand. < /p >
Below P, at present, the product customization mode of Kelan diamond needs more than ten working days to complete the production of user specified products, and it will be shortened to 5 to 7 working days in the future. In 2014, Kelan diamonds will introduce more jewelry designers and introduce more designer styles. < /p >
< p > "it's hard to provide customized services under traditional jewelry brands online." Wang Yong said that this is the advantage of Kelan diamond, which can provide consumers with a unique custom service to better meet consumer product needs and emotional needs. < /p >
In order to highlight its own advantages, P will upgrade its brand and turn its brand positioning into a wedding jewelry custom brand. In order to focus on the brand and leave a deeper impression on consumers, we will focus on the positioning of the wedding custom brand in 2014. We hope that the sales of the wedding ring business will reach 55% of the total sales in the future. < /p >