1 The role of traditional intermediate wholesalers

Intermediate wholesalers are merchants between manufacturers and retailers, and are a link in the circulation chain, grafting intermediate merchants between manufacturers and retailers. Taking jade as an example, middlemen may not purchase jade raw materials, engage in processing and production, nor do retail directly, but purchase goods from factories and wholesale markets, and then wholesale to retailers. Which market, which jade merchant's goods can bring him profit, he buys there. Through the intermediate wholesalers, the price of jade wares has increased, which is what the jade ware industry said, "the fish grow big after passing the pond". That is to say, only through the repurchasing and reselling of intermediate jade merchants can the price of jade articles be increased and the value of jade articles be reflected. So, what role do middlemen play in the circulation chain of jade?

(1) Quality screener

The middlemen must be connoisseurs, and they make a living by their vision. He is very familiar with the quality of the goods, the species, color, craftsmanship, price, authenticity, etc. He is very familiar with the goods of different wholesale jade merchants, and he has an accurate grasp of the popularity of the market, and he also understands the retail market. When an intermediate wholesaler goes to the market to purchase goods, it is essentially a professional evaluation and selection of the goods in the market. He will only purchase the marketable goods with high quality and low price. Conversely, he won't buy low-quality, high-priced, unmarketable goods (goods that don't "sell" in the jargon). Only by producing goods that middlemen are willing to purchase can manufacturers have business and survive and develop. Any place where middlemen gather, it shows that the goods in this market have a competitive advantage. The products are competitive, and jade merchants play a leading role in the market. These products are the objects that other merchants follow and admire, and other jade merchants must try their best to produce products of this style. For example, the jade craftsmanship of a certain family in Jieyang Yangmei is good, and the sales are booming after the middleman buys it from him. Other manufacturers will also try their best to improve the level of jade carving craftsmanship, hoping to bring in business, which makes the jade carving craftsmanship in Jieyang market generally improved, "Jade in the world, Jieyang Industry is famous in the industry. The professional vision of experts promotes market competition, improves the quality of goods, reduces production costs, and forces manufacturers to design, process and select materials.

(2) Pioneers of the retail market

In order to wholesale goods, the wholesaler in the middle must open up the market like a cultivator. There is a saying in marketing that when people in a certain African country are seen barefoot, optimistic marketers think that it is a virgin land of uncultivated shoe market with broad prospects. The same is true for the Hetian jade market. Before 2000, there was no market in Guangdong. People did not know what Hetian jade jewelry was and did not consume Hetian jade. It is a large number of middlemen who publicize and promote Hetian jade, and distribute and sell Hetian jade, improve the craftsmanship of Hetian jade, and persuade and support some jewelry retail stores to sell this category. Because the intermediate wholesalers have introduced and improved the processing technology of Hetian jade and increased the variety of fancy styles, the Hetian jade wholesale market has formed in Qiaolin in Jieyang and the area around Liwan Hualin in Guangzhou. Some jewelry stores in Guangdong have added Hetian jade accessories, which has greatly prospered Hetian jade industry.

(3) The communicator of jewelry culture

To create a consumer market, we must first promote jewelry culture. The ruby and sapphire market that has emerged in recent years depends on the marketing and promotion of wholesalers. The ruby and sapphire culture is originally a Western culture, and the Chinese are not familiar with it, so traditionally China does not consume ruby and sapphire. With the opening of China and the exchange of Chinese and Western cultures, the gemstone culture gradually infiltrated, and the gemstone market emerged. Like "pigeon's blood", "royal blue" and "padparadscha" rubies and sapphires that are currently popular in China, these varieties of gemstones have become popular brands, which are not unrelated to the promotion of wholesalers. Due to the marketing promotion and cultural introduction of wholesalers, it has become the selling point of retailers, thus forming a consumption boom. The promotion of culture arouses the emotional resonance of consumers, and consumers buy jewelry mainly based on emotional needs, and emotional needs promote the consumption of gemstones.

The sub-materials of Hetian jade, the colorless ice species, black jade, violet and other varieties of jadeite have become popular in sales because of the cultural marketing of wholesalers. Taking the popular "Shazaoqing" variety in the Hetian jade market in recent years as an example, we can perceive the cultural promotion of wholesalers. "Shazaoqing" is not a new variety, it is actually a low-grade sapphire, which has not been welcomed by the market. Wholesalers name this type of sapphire produced in Hotan, Xinjiang, "Shazaoqing". The jujube tree is a tree species that is resistant to cold and wind and sand in the Gobi Desert of Xinjiang with tenacious vitality. Its leaves are green and lovely, and it is a beautiful landscape in the vast desert. This tree is worshipped and loved by Xinjiang people. Associating sapphire with the hero tree, the jujube tree in Xinjiang, reminds people that sapphire is a kind of jade produced in Hotan, Xinjiang. Xinjiang people worship and love the sand jujube tree, so they worship and love the Hetian jade called "sand jujube green". In addition to the name association, through exquisite craftsmanship, as well as leading consumption through auction goods, marketing and promotion of unique colors, inviting jade carving masters to create works, and publicity and promotion of various articles, pictures, etc., make this variety popular in the market. Greatly increased the price of Hetian jade sapphire.

Star Harvest Jewelry, started in Dongguan, China, 2005, as a manufacturer specialized in production of 925 silver jewelry and quality brass jewelry. We concentrate on research, design, production of jewels.We have been providing OEM/ODM service for 17 years, helping our customers grow their brands and business.