In the past two years, the digitalization trend of the jewelry industry has been obvious: on the one hand, it lies in the change of consumer habits, including the more popular online consumption, the personalized pursuit of the post-90s young group, and the acceleration of jewelry customization demand; On the other hand, there are changes in the market environment, including the rise of the trend of live broadcasting of brands with goods, and the epidemic forced physical retail to open the "cloud shopping guide" mode. Only the first mover can seize the first opportunity - out of the sensitive smell of industry changes, some leading enterprises in the jewelry industry have started their digital layout. However, various problems have also been exposed in the process of change, such as lack of digital experience, aging of the original system requiring updating and iteration, lack of talents, and so on.

From whale's in-depth research on the jewelry industry, the current development of the jewelry industry mainly shows the following trends: 1) consumption upgrading drives the transformation of the jewelry industry model - People's consumption habits of jewelry are gradually changing from "low frequency and low Re purchase" to "high frequency and high re purchase". 2) The new generation of post-90s and post-00s consumers are gradually rising. The trend of younger jewelry consumption is obvious, and the high-end light luxury style is favored by the market. 3) Wearing jewelry has become the main consumption demand, women pursue exquisite beauty, and men stress practicality. 4) Brand live broadcast + vertical class Daren two wheel drive to stimulate new brand growth.

Under such a market background, whale helped a jewelry brand to carry out global marketing digital upgrading. By helping the brand build a global digital marketing system, we can achieve consumer behavior insight, build a user label system, collect and manage global data in a unified way, and do fine management for the accumulated user data assets, and then formulate appropriate marketing plans according to the differentiated needs of users.

Whale has set up a global digital marketing system for a jewelry brand. The first step is to get through the brand's global data information, achieve consumer behavior insight, and build a user label system. With the help of CDP "customer data platform", it helps the brand to quickly access and integrate massive user data from online, offline and within the enterprise, collect network wide data through one ID, capture the browsing footprint and interactive information left by users on multiple platforms with ID mapping, including multi-dimensional information such as product data, order data, interest preferences, browsing clicks, etc., and truly help the brand break the data barrier of various channels, Deposit valuable user data assets.

Next, on the basis of information collection, we will carry out comprehensive data cleaning, analysis and insight. According to the detailed data of users' browsing, clicking, purchasing and evaluation, we will build a multi-dimensional label system including customer group portraits, interest preferences and consumption characteristics in an all-round way, so that the brand can make fine management of accumulated user data assets. Subsequently, we can formulate a brand marketing plan of "thousands of people and thousands of faces" according to the differentiated needs of users, Promote sales growth.

In the future, whale will provide digital operation solutions for offline stores of a jewelry brand, including smart retail and smart marketing. For example, whale strategies through smart screens and other devices to achieve user browsing, product trial and other data collection, plump consumer portraits; For another example, whale strategy monitors the journey of users through intelligent hardware devices, collects data information such as passenger flow path and user product interaction, helps the brand optimize store operation management and improve marketing conversion rate.

Under the general trend of digitalization in the jewelry industry, whale strategies to help the brand achieve overall marketing upgrading through global digital solutions, get through global data, complete user data precipitation, and build a user label system; Deep understanding of users to achieve accurate touch; Grasp the needs of consumers, and cut into the full life cycle operation of consumers from a single transaction; Through more and better precision services and intelligent marketing, we will help brands achieve refined operation and performance growth in the stock market.