For many "old Chengdu".
Ewha Street
It can be described as "Chengdu Memory".
A block that has to be mentioned
Its jewellery industry covers western China
It is the largest in the Southwest
Jewelry bulk distribution center
It is also after Beijing Liulichang and Shenzhen Shuibei
The third largest gold jewelry trading center in the country
It enjoys the reputation of "Southwest Golden Pear Blossom".
Gold & Jewellery Enterprises
Why are you rushing to open a shop in Ewha Street?
consumer
Why did you choose to buy gold jewellery at Ewha Street?
recently
The reporter came to Ewha Street to find out
01
Cheap and fine
"One piece also wholesale"
It can undertake gold processing, water shell mode, and one piece is also wholesale...... On April 12, the reporter walked into Ewha Street, where there were many shops selling gold jewelry on both sides of the street, almost every store displayed real-time gold prices and business characteristics in the window, and the dazzling array of gold jewelry in the window attracted the attention of past customers.
Even on weekdays, there are still many customers in front of the counters of many shops on Ewha Street to inquire and "pan for gold". "The price here can be said to be the lowest in Chengdu, and there are many merchants and styles. In Pear Blossom Street, Tu Qinghua, the manager of Hengtai Jewelry, introduced that the price of pure gold jewelry on the entire Pear Blossom Street is sold in the form of "gold price + labor cost of the day", and the price is unified and transparent.
Tu Qinghua told reporters: "Taking the common ancient plain ring bracelet as an example, the plain ring bracelet in the counter of other local brands is now often seven or eight hundred yuan per gram, but we only need to add 9.9 yuan/gram on the basis of the gold price of the day to get it, which is equivalent to one or two hundred yuan cheaper per gram." "According to this calculation, buying a bracelet of about 30 grams in the Pear Blossom Street Market can be about three or four thousand yuan cheaper than the brand counter.
It is understood that the reason why Ewha Street can have such a price advantage lies in the "water shell model". The so-called "Shuibei model" refers to the combination of jewelry wholesale and retail business mode that has become popular in the Shenzhen Shuibei jewelry trading market. To put it simply, upstream manufacturers skip middlemen and sell gold jewelry directly to consumers at wholesale prices, just like the "one piece is also wholesale" signboard played by many Ewha Street merchants.
The reporter learned that compared with other well-known brands of gold jewelry, the gold jewelry of Pear Blossom Street does not have too many brand premiums, and the merchants also have their own factories, mainly through labor costs. Some merchants attract customers with attractive discounts, while others have launched member prices, various promotions and low-cost products, making Ewha Street popular with consumers.
02
Through and through
Transparent and fair trading
With the rise in gold prices, the business of gold jewelry recycling and replacement has improved. Many consumers have begun to choose to sell their gold and cash in time, or use old jewelry to make up the difference in price to buy new products. Ms. He came to replace the gold bracelet she bought a few years ago, she told reporters: "The previous style is too old and I don't like it, there is no depreciation fee for replacement here, and it only needs to be paid for compensation in grams, which is more cost-effective than buying a new one." ”
At the time of exchange, in order to ensure the transparency and fairness of the transaction, Ms. Ho's bracelet was placed on a spectrometer for testing, which was able to accurately identify the gold content by analyzing the spectral properties of the material to determine its composition and purity. It took only a few seconds to detect, and the computer immediately showed that the gold was 99.99 pure. It is understood that the spectrometer is not only used to detect gold when it is recycled and replaced, it also provides an additional guarantee for consumers. If consumers have any doubts about the gold products they have purchased, they can use the spectrometer for free testing at any time, further increasing consumer trust.
"We are more afraid of 'fakes' than consumers. Tu Qinghua told reporters that the product is the signboard of the business, and the product problem is not only compensation, but also the business will often face more serious consequences such as suspension of business for rectification. In order to control the quality, merchants usually conduct self-inspections, and the National Center for Quality Supervision and Inspection of Gold, Silver and Jewelry will also conduct random inspections on goods.
On Lihua Street, Ji Xue, a staff member of Xinghui Southwest Gold Mall, another wholesale-based shopping mall, said that consultation and complaint calls can be seen everywhere in the mall, and no complaints have been received so far, most of which are inquiries about gold prices.
03
Industrial agglomeration
Create an international jewelry characteristic district
It is reported that Lihua Street is about 400 meters long and more than 30 meters wide, and is located in the core area of Yanshikou Business District, a traditional business district in Jinjiang District, radiating "Chunxi Road Business District", "Yanshikou Business District" and "Tianfu Square Business District", with convenient transportation. At present, there are comprehensive buildings such as Xinghui Southwest Gold Mall, Huangcheng Jewelry Trading Center, Yanshikou Square, Fame Building, Modern Window, and City Ideal, bringing together more than 100 gold and jewelry enterprises to settle in and operate.
Ewha Street attracts many jewelry merchants with its bright business card of "Golden Jewelry Characteristic Street". "We have stores in Beijing, Shanghai, Shenzhen and other places, and in the process of expanding our territory, we are aiming at the huge market of Chengdu, and the industrial agglomeration effect of Pear Flower Street can bring us more natural customer flow. Tu Qinghua told reporters that since its opening in May last year, in less than a year, more than ten new gold jewelry stores have been added on Lihua Street.
While bringing more choices to consumers, many brand stores have also intensified competition in the same industry. In the context of price transparency, merchants have gradually "rolled" up services, and have launched after-sales services such as trade-in, free testing, free cleaning, and free maintenance, so that consumers can buy affordably, more confidently, and comfortably.
As a well-known old street in the core business district of Jinjiang District, Lihua Street has the commercial heritage brought by the gold and jewelry industry and the unique geographical advantages of the Chunxi Road business district. In recent years, in order to further enhance the environmental features of the Lihua Street block and enhance the consumer experience, Chunxi Road Street has carried out a unified construction of block roads, greening, lighting, house facades, store signs, etc., so that the block has a new look. In addition, focusing on the development needs of the gold and jewelry industries in Lihua Street, Chunxi Road Street has combed and formed the "Compilation of Industrial Policies of Qibao City, Lihua Street", and accurately implemented policy publicity and promotion and enterprise service work, so as to further improve the agglomeration effect of the jewelry industry in Lihua Street. In the next step, Chunxi Road Street will further refine the regional industrial functions, with jewelry distribution and trading, jewelry enterprise office, jewelry design center, jewelry maker space, etc. as the core, with creative experiential business and other supporting facilities, to form an international jewelry characteristic block with a complete functional system.
Text: Chen Yuting
Photo: Yang Guo
Edited by Chen Yuting
Proofreading|Li Xinyu
Editor-in-charge: You Dunli
Review|Zhang Hongbo
Exhibited at Qijiang Fusions
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