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产业背景台湾的金饰产业早年并不太讲究金饰外观的精致与流行,贩售的通路是在传统的珠宝银楼店,购买的动机一般都是为了保值的自购或贵重的馈赠。金饰被视为贵重保值的奢侈品,没有品牌的观念,与一般人的生活是疏远而没有情感联系的。直到1993年镇金店进入台湾市场,翻新了商品设计概念,注入时尚感与实用性,加上现代化的行销做法,掀起了台湾金饰产业的变化;到了1995年另一“香港周生生集团”也以“点睛品”的品牌进驻台湾市场。金饰品牌化的行销售法除了改变台湾消费者的行为,也冲击着传统金饰制造产业的产业经营策略,固守原来商业模式,恐怕只能渐渐凋零!“真爱密码”的品牌就在这样的状况下诞生了!一个台湾中小型传统产品转型成为知名金饰、银饰品牌的过程,传播在这当中如何扮演一个成功品牌的重要推手,真爱密码的品牌故事,绝对值得您一窥究竟。
Industrial Background In the early years of the goldsmith industry in Taiwan, the exquisite and popular appearance of goldsmiths wasn¡¯t too paid attention to. The path of sale is in the traditional jewelry shop. The motivation for buying is generally self-purchase or precious gift for hedging. Gold jewelry is considered a luxury of luxury, there is no brand concept, and the general human life is estranged without emotional contact. Until 1993, Jin Jindian entered the Taiwan market, refurbished the concept of product design, into the fashion sense and practicality, coupled with modern marketing practices, set off a shift in the gold industry in Taiwan; to 1995 another “Hong Kong Chow Sang Sang Group ”Also“ ”finishing touch “ brand stationed in the Taiwan market. Gold jewelry branded line of sales law in addition to changing the behavior of Taiwanese consumers, but also the impact of the traditional goldsmith manufacturing industry’s industrial management strategy, stick to the original business model, I am afraid only diminish! ”True love password " brand is Under the circumstances, the birth of a small and medium-sized traditional products in Taiwan transformed into a well-known gold and silver brand. How to play the role of an important successor of a successful brand and the brand story of True Love Password definitely worth a glimpse of.