Transcript
AGENDA
SWOT Analysis
Japan
China
East Asia
What can we do
SWOT Analysis
SWOT Analysis
JAPAN – Customer behavior
Women rarely wear diamond rings
Young people against formal traditions
Old Generation
Influenced by Yui-no customs
Customs/traditions are adhered by families
New Generation
“A meaningful symbol of the true, everlasting feelings for her”
Wedding Rings
JAPAN – Customer behavior
Age of 35 -54: buy more expensive pieces
Age of under 35: buy cheaper stones for adorment.
Perfection is more important than size or ostentation
Jewellery
“Simple Diamond: Diamonds could be worn everyday”
CHINA – Customer behavior
Wedding tradition is ingrained
Broadly rejected the idea of love
Need to express perfection
Wealth is the key criterion for judging success
"The symbol of our enduring commitment, to build a future of harmony, brightness, success and happiness"
Wedding Rings
China – Customer behavior
80% are married women
Manager of the household finances
Diamond is status of demonstration
Jewellery
"Xing fu - Complete woman"
S.East Asia – Customer behavior
Korea
Store of wealth
Centre of weddings
Thailand
Store of wealth
Diamonds as adornment
Prefer local delicate stones
Singapore
Less “showy” in wealth and demonstration of status
Cosmopolitan and influenced by international events
S.East Asia – Positioning
Young women
Symbol of LOVE
Married women
The diamond dream
WHAT CAN WE DO?Highlight fashion elements in design of diamond jewellery for young women in Japan.
Fashionable design $1000
$860
WHAT CAN WE DO?The population of Japan is ageing rapidly ,this is a trend and also an important potential market in near future.
create the new concept: diamand for old people
Gift for wedding anniversary
Gift for birthday adornment
Create deman
d
WHAT CAN WE DO?Looking for strategic cooperators for developing Chinese market of male consumers together.
Thank you
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