Question 1
Why should take part in the International Jewelry Trade fair?
AIDI’s understanding on the industry:
1. The lab diamond manufacturers in China used to belong to the field of superhard materials. Brand companies, designers, industry distributors, associations in the jewelry industry are not familiar with them
2. The jewelry industry is very traditional, trust and relationship between people are important foundations for business development
3. The Chinese lab diamond companies need to become global suppliers, they must take the initiative to go out, meet with your potential customers, potential partners, and consumers, show themselves, and establish connections
4. It is important to note that you will be attending an international jewelry exhibition. If you are attending to enter the jewelry market, if it is not a jewelry exhibition, but other exhibitions, which is a pure waste of time and money !
Question 2
How to choose the right International Jewelry Trade fair?
AIDI’s understanding on the international jewelry trade fair:
1. Different exhibitions have different target groups, are they global, regional, and to B or C?
2. Which market you are looking for?
3. What preparations do companies need to make in order to participate in exhibitions? What kind of result do you hope to achieve?
4. Participating in an exhibition is just the beginning. How can we show a company's capabilities through the exhibition? How to attract potential customers at exhibitions? How to continue to follow up on the needs of potential customers after the exhibition?
5. Participating in exhibitions is one of the tools for enterprises to promote and market itself, the most important part is to transform the marketing to commercial result. For any new market, especially the international market, it is necessary to keep the attitude of continuous learning, adjustment, and deep cultivation. Once the target market is determined, a 2-3 year exhibition plan needs to be formulated. Only in this way we can build the trust and trade cooperation by focusing on the local market.
Question 3
Which International Jewelry Trade fair should I take part in?
AIDI’s suggestions on 2034-2025 international jewelry trade fairs:
Principle:
1. Focus on emerging markets and avoid red sea competition
2. Focus on the development of the local market and establish long-term cooperative relationships based on exhibitions
3. Pay attention to the results that the exhibition can bring, rather than simply focusing on the grandeur of the exhibition itself
Suggested international jewelry trade fair list (2024-2025):
Global
HK March & September
Regional
Australia Sydney March & August
Japan Tokyo January
Russia Saint Petersburg February
Germany Munich February
Thailand Bangkok February
Saudi Arabia Jeddah November
For some particularly popular jewelry exhibitions, we believe that we currently do not have the ability to participate, or the market is saturated, such as:
JCK Las Vegas Jewelry Show in May (high costs, poor booth space, intense competition between the Indians)
Basel Jewelry and Watch Exhibition in Switzerland in May(the exhibition has been closed)
Vicenza Jewelry Exhibition in Italy (mainly focusing on K-gold products, European market has bias towards lab diamonds)
Dubai Jewelry Exhibition, UAE in November (local government hesitates whether to continue or not)
Question 4
How to take part in the International Jewelry Trade fairs?
AIDI believes there are a few important principles:
1. Group participation
2. Organize relevant enterprises based on the target audience of the exhibition
3. Enterprises need to have corresponding talent reserves to meet the needs of going global and entering the jewelry industry
4. Thoroughly understand the content of each exhibition, not just participating in exhibitions, but having a plan in advance, on-site promotion, and follow-up in the future
5. During the exhibition, it is necessary to arrange professional buyer matching, and after the exhibition, arrange for relevant market visit.
Summary: Mistakes which the industry made before
1. In order to expand the jewelry market, but went to an un-relevant exhibition
2. Went to a jewelry exhibition but chose a booth in a non mainstream area
3. The on-site activities were not arranged in the main exhibition area
4. There was no plan to invite customers before going to the exhibition, customer information was not recorded on site, and there was no follow-up after the exhibition
5. A single enterprise participating in a certain exhibition, it treats other enterprises as direct competitors without forming a joint force
6. Sample products that do not meet the needs of the local market, only exhibiting for exhibition
7. The company lacks people who understand both jewelry and English, making it difficult to effectively communicate with customers
AIDI’s Conclusion
As one of the major lab diamond producer country in the world, China is facing the challenge of globalization. In the past few years, different manufacturers have independently participated in major jewelry exhibitions around the world. Given that most manufacturers come from the superhard materials industry and have a limited understanding of jewelry, without proper guidance, the exhibition's effectiveness was poor and the corresponding results has not been achieved.
The Association of Intelligent Diamond International (AIDI), as a leading organization in the industry, cross the categories of superhard materials and jewelry. It has experts familiar with production technology and professionals who have worked in the jewelry and exhibition industries for many years. A platform led by association can provide cross industry services to safeguard the entry of traditional superhard material enterprises into the jewelry industry.