金价高位打击金饰零售!六福珠宝更换代言人急走差异化营销之路

新民周刊
10 Apr

六福珠宝也难逃行业趋势。金价上涨造成了黄金消费量的大幅萎缩,并不足以弥补价格的上涨,导致商家收入下滑明显。金价如脱缰野马般一路狂奔,金饰店里门庭若市的盛况只是幻象,客流量看似增长,收银台的流水却持续萎缩,多个黄金首饰品牌销售额连续下滑。在金价高企的背景下,黄金珠宝品牌的竞争更加激烈。无论是传统老字号还是时尚新势力,都试图通过明星代言提升品牌曝光度,以情感营销和品牌溢价拉动销量,缓解“看多买少”的...

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