陳天洋 奢侈品珠寶管理 碩預

The <How do Chinese jewellery brands respond to Chinese fad> is my recent study. 

‘The Chinese fad’, which refers to the most popular trend of the Chinese mainland. In recent years, with the development of the Chinese economy and the rise of traditional culture, the revival of Chinese fad has continued to heat up, and it is widely used in the fast-moving consumer industry, that is, food and beverage, clothing and beauty. For Chinese jewellery brands, how to better integrate into the market of Chinese fad is a very effective direction to try. However, at this stage, the national tide market of Chinese jewellery brands has not yet stabilized, and then it has also ushered in some problems that need to be solved，“low quality”，” copy tradition simply”, ” The exposure is not enough, the popularity is easy to disappear”. So how to improve these problems is the main research direction of this topic.

 This report will conduct research through second-hand data research and consumer surveys and make a few suggestions: 

1. Use KOC to enhance brand recognition among consumers.

2. Chinese jewellery brands need to work hard to make some high-end lines product.

3. Increase brand exposure through KOL.

《中國珠寶品牌如何應對國潮》是我最近的一向研究。

“國潮”，即中國本土的潮流。近年來，隨著中國經濟的發展與傳統文化的崛起，國潮復興持續升溫，并被廣泛應用在快消產業，即食品飲料、服裝和美妝等領域。中國珠寶品牌為了立足市場，也紛紛加入這股熱潮。對于中國的珠寶品牌來說，如何更好的融入國潮市場是當下可以嘗試的發展方向。但現階段中國珠寶品牌的國潮市場尚未穩固，隨之而來也迎來了一些亟待解決的問題， “質量有待提高“，“設計單一，復刻傳統”，“曝光不夠，熱度易散“，那么究竟要如何改善這些問題是本課題的主要研究方向。

本片報告將通過二手資料的研究和消費者調查的方式進行研究并提出幾點建議:

1.通過KOC來提升品牌在消費者之間的認可。

2.中國珠寶品牌需要努力做一些高端線產品。

3.通過KOL提升品牌的曝光度。