JNA May/June 2020

SPECIAL FEATURES 22 | JNA May/Jun 2020 Know your buyer. • Chinese buyers favour suppliers who are prepared with stock lists, visuals and information on certificates. Buyers from midrange to large firms prefer to choose from a clear and detailed stock list to not waste time bargaining over a few stones. • Trade buyers are placing increasing importance on efficient B2B software so they can choose goods on smartphones and computers. • Frequently updated stock lists often grab professional buyers’ attention by giving the impression that goods are selling fast. • Buyers and sellers often have different interpretation of grades, even for certified goods. All grades represent a certain range. Some buyers seek better goods within the range while others place greater emphasis on certificates required by their clients. • Suppliers should start new working relationships by meeting their buyers in person to show samples and ascertain their product preferences. • Use social media channels wisely to connect with buyers. Be direct while remaining mindful of the local business culture to give each other professional space. Do not call the buyer every day or contact them on different channels at the same time. About the author Julius Zheng is a jewellery industry analyst and senior consultant to various important firms and institutes. Actively engaged in industry matters, he has developed various projects that connect China’s diamond and jewellery sectors with international markets. Formerly general manager of Rapaport China, he has over 20 years’ experience in the international diamond and jewellery industry. 鄭嶸具美國寶石研究院研究寶石學家文憑 (GIA GG) ,是 GIA 上海校友會創始會長。曾在北美和中國的鑽石、珠寶企業任 職,有二十年以上的國際工作經驗。曾任國際鑽石價格表發 佈機構 Rapaport 中國區創始總經理和雜誌專欄作者。 作為世界第二大鑽石市場以及有色寶石的新興市場,國際商 家對中國既憧憬,又忐忑。瞭解業務環境和需求、採用適當 渠道、尊重當地法律和商業文化是成功的關鍵。 過去 10 年,隨著中國珠寶市場進一步發展變化,珠寶業 新老結合,擁有國際視野的年輕一代珠寶商開始參與管理。 除了人才之外,整個供應鏈由批發、零售,以致珠寶生產、 營銷推廣等都有著重大的演進。珠寶消費者年齡、需求和地 理分布更多樣化,三、四線城市的珠寶市場得以發展。鑽石 和有色寶石的貨路更寬廣,實體店和線上銷售相輔相成,銷 售渠道更立體,細分市場和行業分支上有很多增長點,給中 外商家帶來更多機遇。周大福順應市場發展和需求,採用多 品牌、多渠道、多線城市發展的巿場策略;而 KGK 集團在 中國的成功案例也值得借鏡。 鑒於中國國內疫情趨於平穩,珠寶市場也逐步復蘇,國 際商家可以按照自己的經營規模、營運預算以及短期和長期 目標,在中國採用不同的經營策略,例如參與中國香港和內 地展會、在中國尋找合作方或者在中國成立獨資公司等。利 用上海鑽石交易所、中國(上海)寶玉石交易中心和中國國際 進口博覽會等國家級平台,開拓渠道和客源。 近年來,中國法律進一步加大了違法懲處力度,公司信 用信息和失信被執行人的網上查詢也更加便捷、透明。在互 聯網時代, 4G/5G 網絡加速了移動購物的流行,商家應優 化貨源呈現方式,考慮開發貨源 APP ,利用當地社交媒體, 以正確靈活的接洽方式和客戶對接。尊重當地法律和商業文 化,無論生意大小,都能在中國市場揚帆啓航。 Shanghai Diamond Exchange (Brooke Gardener/Shutterstock.com)