The jade industry must focus on culture
The subversive, quick-thinking, ambiguous, traditional and eclectic style of the jewellery and jade market seems to have found a gap in product sales. And how to break through the traditional sales model? What product is used as a market stepping stone? Hot topics in the industry are emerging in the market.
If it is said that a few years ago was the stage of learning of Ma Yang, then the marketing idea of ​​Ma Yang is gradually maturing. “We have introduced new products to the market. This product is different from the traditional jade works, each piece is more than 100 kg.†Ma Yang, general manager of Kunming direct sales point of Mithana Foshan, Myanmar, took out the market stepping stone: the product is only in the market. High-end market sales.
According to Ma Yang, the recent market survey of the Mykonos Finnish company in Myanmar shows that there are jade stones with good cultural taste, good quality and good outer skin, especially the large jade of over 100 kg, with a delicate mahogany base and placed in the living room. The company's lobby can highlight the owner's cultural taste and has a bright market prospect.
“New products will not be affected by market fluctuations, because customers with such needs are consumers with economic foundations.†Ma Yang said that the original jade stone can be passed down, which is in line with the consumption of high-end customers. As long as the source of supply can be guaranteed, the market is no problem.
“There is a unique advantage of the jade stone mine. The jade stone produced is more than 100 kilograms.†Ma Yang’s sight never left the market: from 2010 to 2014, the jade consumer market was very hot. After years of shuffling the market, consumer spending begins to be rational. However, high-end consumers still like works with cultural tastes. We just seize this opportunity to develop high-end products.
He said that the jade works lacked renewal and replacement for many years. What the jade works are to pass to us is a kind of culture, which is the inheritance and persistence of character. Today, jade is becoming a tool for many people to show their identity, ignoring the culture behind it.
The idea of ​​expanding the market seems to be related to a small incident.
Ma Yang reviewed one thing. He said that in November last year, Myitkyina Fossil Jade Company dug a 675 kilograms of jade original stone at the Longken field. At that time, there were experts in Myanmar and jade experts valued at around 100 million yuan. In view of its originality, it was named Myanmar No. 1. In March of this year, a 460 kilogram collection of Munawang jade stone was found in the entrance of Muna. In fact, Ma Yang began to use resources to expand the market.
And the market phenomenon has given Ma Yang ample confidence.
“Gambling stone market sales have declined since last year. When the market is hot, sales volume has dropped by about half.†For the performance of the gambling stone market, Ma Yang believes that market consumers are decreasing and purchasing power is falling. In addition, not only is the supply reduced, but the price is rising.
He feels that this year's purchasing power has declined. In the past, most people who consumed gambling stones were out of curiosity. Since last year, many low-end jade wool materials are not easy to sell, and high-end consumers are too expensive. In his opinion, sales from the source of goods to the jade wool are not very good.
“In 2010, 2011 and 2012, the sales of jade wool were the best. From the second half of 2012, the market is not very good. Our jade wool is mainly bought by players in the province, and few players from other provinces buy it. "Ma Yang believes that the jade market is gradually shuffled after years of development.
He said that from a general perspective, consumers are already very rational. Now, there are fewer people weighing kilograms, and many high-end consumers prefer to buy jade products. Our new product is the “performance†jade wool. In the eyes of Ma Yang, the varieties of jade wool are different in the field. Today's consumers are very concerned about the market, not blind consumption. "The more the market, the greater the choice of consumers. There are not many goods in the market.
He also found that the potential market is high-end consumption. “Thousands of bracelets are not easy to sell, but millions of bracelets can be sold soon.†His example highlights the spending power of high-end consumer groups. He compared the figures with mastery: high-end consumption accounted for 40%, and ordinary consumption accounted for 60%.
“Why some merchants are closed and they are doing well. This is mainly because of different business ideas.†He said that the way to retain customers is simple: the goods are the premise, but the price of the products must be real, so that there can be repeat customers. In fact, due to the integrity of Ma Yang, Myanmar's Mykonos Fossil Jade Company set up a direct sales point in Kunming.
In fact, not only these factors affect market variables.
"Intellectual property awareness is weak and protection is not strong." Ma Yang's observation of the market is the attempt behind it and the persistence of culture. Many folk craft masters want to innovate on the one hand and innovation on the other, and the innovative works must be imitated. In addition, if you design a new jade product, others will imitate and copy it. Imitators not only produce at low cost, but also flood the market with relatively low prices.
“Not only is the jade product single, but also the model of enterprise training talents.†He said that many masters have been learning carving since childhood. Although jade processing skills are outstanding, comprehensive literacy is very lacking. These factors constrain the development of the jade industry.
In his view, the cultural heritage and experience of a person, as well as the forward-looking nature of the development of the industry, the most important point is to be broad-minded. The easy-going appearance of Ma Yang always reveals a firmness: Yunnan's development of the jade industry should be reversed, starting with culture.
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