Recently, the first 24-hour jewelry experience store in Beijing was opened in Jianwai SOHO as a jewelery experience center and led a new shopping experience with a new sales environment and marketing mode. , Aroused widespread concern in the industry. Brand new experience mode to subvert the traditional jewelry marketing concept China is an important jewelry market in the world, but also the largest diamond market in Asia, the annual consumption of diamonds reached 1.1 billion US dollars. The authority of the industry said that the development of the jewelry market in China's per capita GDP over 2000 US dollars, showing a rapid development trend, jewelry consumption is emotional consumption, how to deal with consumer demand for shopping is the biggest test. Jewelry market will appear to user experience as the center of the diversified marketing model, pay more attention to the consumer shopping experience and experience. After experiencing the traditional shopping mall counter, store shop sales model, the new 24-hour club-style jewelry marketing model, it is necessary to meet the needs of consumers in the market. Jewelery shop 24 hours, take leisure and shopping as one of the mode of operation, through the entire consumption process of "experience, service, communication" control to meet the consumer experience of the desire to achieve the perfect consumer process of enjoyment . As a well-known diamond jewelry line in Beijing, Dacheng Jewelry owns a world-class production equipment. Based on market guidance, taking product innovation and marketing innovation as its core competitiveness, Dacheng Jewelry Co., Ltd. places emphasis on the professionalism, fashion and culture of the products, Jewelry business. Built as a landmark office area in the CBD area of ​​Beijing, Jianwai SOHO is home to many world famous enterprises and white-collar workers. Both of them have higher spending power and have extremely high purchasing power of jewelry. And such people, working fast paced during the day, basically based on nightlife. But the general business basically closed at night, making most white-collar workers have consumer demand, after work in the evening there is no place to shop, but at night just white-collar workers, business people entertainment, friends, shopping decompression best time. At the same time, white-collar workers are busy, but their social circles are narrow and lack the environment and communication channels with new friends. The 24-hour jewelry experience store meets the diverse needs of white-collar workers and business people. The emergence of a new mode of operation and a more adaptable lifestyle to customers are also inevitable under the background of globalization and increasingly internationalization of Beijing. To create the perfect balance of space, the real appreciation of jewelry as a jewelry appreciation experience, but also white-collar workers, business people choose diamonds and other jewelry an important criterion, Dacheng Diamond Bank 24-hour experience in moving a large number of jewelry store at the same time, also purchased A lot of diamond identification equipment, every customer can experience any of the jewelry on site, and a professional jewelry consultant to guide customers using these instruments and personally identify the jewelry. Customers can also exchange experiences while chatting to get the jewelry information they want. The shop is arranged as a leisure club, the club has a separate jewelry appraisal room, surrounded by a sofa and was arranged by the veil of privacy, all drinks completely free. Around the club there are precious jewelry design, distinguished and elegant design, many of whom are internationally renowned brands. Liu Tielong, head of the club, said the jewel necklace on the counter was worth four million yuan, while many of the other jewels on display were rare in the country. For the experience of consumer prices, Liu Tailong introduced Dacheng take a healthy development model, and did not take the cost of 24-hour business as the added value of the product, that is, not because of increased costs and improve commodity prices. Manager Liu explained that with the major shopping malls of the same quality jewelry, Dacheng diamond line at the mall's price of 50 percent. Dacheng diamond line is used in international sources, wholesalers price, but also has a perfect professional job shop, discount direct customers, so the price is more affordable than similar products. At the same time, Dacheng Diamond Bank also has international authority to join, each piece of jewelry has the authority certification, each employee has a professional experience in jewelry identification. Membership services, private club space outside the office Members of the 24-hour experience shop can enjoy free services, including diamond identification, free cleaning, polishing, refurbishment, consulting, etc., and a year free replacement. The most attractive is that Dacheng Diamond launched a "concept of raising the diamond." Members of any custom diamond here for life can be small to large, non-destructive, depreciation, clarity IF bare diamond original price recovery. Drilling wind started in Hong Kong. The diamond itself will not grow up, so in fact the so-called "raise diamonds", put it bluntly, is a small change. At present, Dacheng Diamond is recruit more members, consumers who have become a member here, non-members can always go to the store to rest. According to reporter observation, came here are basically white-collar workers, there are many people here is to expand their social circle. A lady at the scene said she was a member here, working at ITC, working very busy weekday, there is only time at night, but at night most of the diamond lines are closed, and now have this 24-hour experience shop, Indeed a lot of convenience, and the environment here is very good, it is suitable to bring friends to chat and rest. This reporter has learned that this 24-hour shop experience model, welcomed by more and more customers, has caused widespread concern in the industry. According to insiders, several large diamond firms in Beijing are also actively planning to settle in Jianwai SOHO and actively seize the market. It is bound to intensify the impact on the traditional marketing mode and have a profound impact on the consumption pattern of jewelry in Beijing.