The Research On The Brand Strategy For ADK Jewelry Retailing

In recent years, with the rapid increase of the Chinese Economy and average income level, consumers has gradually increased the demand of jewelry consuming on the basis of they can better afford the living costs. In 2013, Chinese above-norm retail Jewelry businesses has the total Retail sales of ? 295.7 billion RMB, year-on-year growth 25.8%. In future, the Jewelry market will continuously grow fast; the potential of the Chinese Jewelry consumer market is enormous.Meanwhile, the consumers in Mainland China has more “modernized” and “personalized” requirements than ever, they like to go after the brand and the connotation of the jewelry, the consumer demand of the jewelry in China is having a massive change, the demand of the Chinese jewelry market is also having diversification, the whole market is going to be subdivided further.Nowadays the Jewelry industry is developing rapidly, many foreign famous jewelry brand has came in to consumer`s eyes. The local jewelry brands are also springing up quickly; the market has become more competitive, the advantage of branding is more and more obvious. Facing many current status of the industry such as high brand amount, higher homogeneity, price campaign and low profitability, how does ADK apply Enterprise strategic management theory to achieve the strategic analysis of the brand scientifically, is the major content of the whole essay.This essay researched the Global Jewelry market, current status of the Chinese jewelry market, customers of Chinese jewelry market and the changing of the market. Based on the research, we analyzed the Strengths, weaknesses, opportunities and threats of ADK, by applying SWOT theory, Market segmentation theory, Consumer market theory and Buying behavior theory analysis. Found out the strategy of developing ADK`s jewelry retail brands and apply it on ADK, producing guidance for ADK to conduct the prepare and implement of the brand strategy, and then providing helpful theory support and references for the branding development of Chinese retail jewelry brands.