In the past few days, the entire segment of the Russian market of jewelry stood up the news, which is actually not news (knowledgeable people waited for this year if not two) — From March 31, 2021, Swarovski ceases to produce crystals and some associated goods for needlework.
For many needlewomen, workshops and even medium-sized firms that were engaged in assembling jewelry «Handmade» and proudly wrote in Instagram «Swarovski crystal earrings» this business ended.
But only at first glance.
What will happen in the future?
Sit comfortably, about it today and let’s talk.
Swarovski — a large enterprise whose business is based on the sale:
Swarovski’s decorations themselves, with practically a century cost, are worth a well-worth of decent money. This is the payroll for the brand: you want to wear a loud name — pay a lot of money.
However, the release of goods for needlework and creativity under the Crystal brand, Swarovski actually deprived themselves large sales in the first group. The fact is that in Russia there are a lot of needlewomen and singles and even small and medium-sized firms mastered the «large» assembly of jewelry.
And right if they were selling them under their brand — everyone would be satisfied. Needlewomen earn and Swarovski would cut off from this coupon. But no. Each «collector» proudly wrote in Instagram, in VC, classmates and even on Essi with Ibe, which sells Swarovski decorations.
Honest was a minority!
Now imagine when 9.900 rubles are asked for original Swarovski earrings, and almost a nameless master puts the price of 1.990 rubles — the buyer, even the most secure, does not hesitate to take a second.
Remember how in that advertising:
If there is no difference, why pay more?
What sales of original decorations can be said if Swarovski crystals began to fall asleep with packages in the kitchen facades (top photo). Therefore, the manufacturer told all the masters of collectors proud Alaverda and waved them with her hand.
Everything, business ended? It seems to be — yes …
Many physically presented as their business for the production of jewelry goes to the bottom. Only from the bottom suddenly knocked. Naturally, these were the Chinese, who had already updated their stores with the words in the day by Ali Spress:
-Hasiki, not pesilsya, pour wholesale, NASA will be Silna desevle.
Now Chinese stores simply die offerings to buy crystals from them, which are no different from the original crystals of a well-known company. For example, a set of 1440 stones can be bought on Ali for 3 dollars. They even can send stickers with a hologram (on demand).
The Chinese have long mastered the production of glass with a cut almost completely coinciding with the original. Naturally, there are penny manufacturers who make a miserable parody, but there are large players, the quality of glass and the cuts that do not distinguish from Swarovski.
The expert may be distinguished, and the ordinary buyer or master — no.
What happens next?
And then it will be what.
Since the production of semi-finished products is closed, for some time the master-collectors will hold out on old stocks and will be able to write on their products «Swarovski». When the reserves are completed, the collectors will move to Chinese raw materials.
Do not waste business!
Some (the most honest and their minority will be removed by the Mention of Swarovski in their works, but most will kill products as it was. And then they are waiting for them quite a regular surprise — a test purchase, an examination, a pre-trial claim for a couple of millions and the court.
Swarovski now actively translates its brand into a premium segment, and Masters-collectors of jewelry will have to think about their own brand. Yes, the Chinese will help with semi-finished products, but in the case of «bed» there will be no concerns from the right holder.
So we reserve popcorn — the war will be rigid.
What do you think about what has been said?