Last year, the profits of two jewellery companies in Shenzhen fell. The industry believes that the content of jewelry is mainstream or mainstream.

Last year, it was the "winter year" of the jewelry industry. The reporter learned from the "Global Culture and Jewelry Road - Magic Kiss Jewelry 2016 Globalization Strategy Conference" held yesterday that in 2015, about 20% of Shenzhen's jewelry enterprises saw a decline in profits. . Guo Xiaofei, secretary-general of the Shenzhen Gold Jewelry Industry Association, said in an interview yesterday that the homogenization of products in the jewelry industry has resulted in excess products and self-adjustment, promotion and self-improvement. Su Jiefeng, president of the Shenzhen Jewelry Designers Association, pointed out that from the perspective of jewelry design, the trend of jewelry, animation, and other jewellery designs will gradually become a mainstream.

“In 2015, about 20% of Shenzhen's jewelry companies saw a decline in efficiency.” Guo Xiaofei, secretary general of the Shenzhen Gold Jewelry Industry Association, said in an interview with the media yesterday that he had issued questionnaires to more than 600 jewelry companies in the industry associations earlier this year. More than 500 copies were recovered, of which 30%-40% of member companies indicated that manufacturing volume increased in 2015; 20% said that the profit declined, and other companies said that the benefits were flat. Guo Xiaofei said that the homogenization of products in the jewelry industry has caused the surplus of products, and it also requires self-adjustment, promotion and self-improvement.

"Jewelry is just to sell materials, it is no different from selling cabbage. Jewelers can't just be porters, so the old road of wholesale can't go." Su Jiefeng, president of Shenzhen Jewelry Designers Association, said at the event yesterday. At present, there is an innovation in the jewelry industry in Shenzhen - cultural jewelry. From the point of view of jewelry design, the trend of jewelry, animation, and other jewellery designs will gradually become a mainstream. Su Jiefeng pointed out that the core of the current jewelry design and the core of the IP concept is the feelings, who can find out the consumer's feelings who can find the export of design and sales. "Gold can also have designer gold, IP gold, art gold, etc. In the future, jewelry is also a work of art, and designers and craftsmen have devoted a lot of effort to it."

Mr. COO Liang Yong, who specializes in “fan economy”, believes that the integration of traditional jewelry and entertainment industry in the context of serious homogenization of jewelry products will bring new opportunities to the jewelry industry. An excellent breakthrough in business transformation. In the era of fan economy where attention is productivity, we use the Pan-Entertainment IP to cover the widest audience, and use the concept of pan-entertainment-derived tidalism to grasp the pulse of the jewellery industry, and to provide products that satisfy fans' feelings on a global scale. To gain better user influence and market influence. According to reports, Magic Kiss Jewelry has actively entered the overseas market in 2014. After more than two years of in-depth exploration, the global business will be fully integrated into the pan-entertainment field of film, animation, games and other fields from this year, with “pan-entertainment” and “IP+”. "The model drives the revolution in jewellery and brings Chinese jewellery to the global market.

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