中国黄金饰品的传承与创新

Heritage and Innovation of Chinese Gold Jewelry

随着经济快速发展,国人对于黄金饰品基于中华文明美学的需求在不断释放。本文以中华文明及文化传承为基础,阐述了我国黄金饰品行业的发展历程以及黄金饰品头部企业基本概况。对标奢侈品行业特点,结合奢侈品品牌战略要素,较为系统地剖析了中国大陆黄金饰品行业的不同特点与不足。作者结合周大福珠宝集团及其旗下成功推出的「周大福传承」产品品牌营销模式和实践,提出了中国黄金饰品行业转型升级,高质量发展的品牌观:黄金饰品的发展既要文化传承,更要有创新举措——在时尚价值、使用价值和情感价值三个维度上实现突破,以顺利实现黄金企业的品牌价值增值。

Chinese Consumers’demand for gold jewelry is continuously released which is stemmed from China civilization aesthetics with the rapid development of economy.Based on China civilization and cultural heritage,this paper first presents the development history of gold jewelry industry and status quo of leading enterprises.Integrated with luxury brand strategic elements,it systematically delves into the differences and deficiencies of gold jewelry industry compared to luxury industry in China Mainland.Secondly,the authors put forward the considerations and perspectives on the successful Chinese gold jewelry group and product line brand,Chow Tai Fook Group and its HUáseries,with marketing models and practice drawn from luxury brands.Authors complete the paper with emphasis on brand values on transformation,upgrading,high quality development of gold jewelry industry in China:Cultural heritage,as well as innovative activities are required in the development of gold jewelry;Gold brands should strengthen their brand value from breakthrough on fashionable value,use value and emotional value.