{"id":5623,"date":"2017-06-07T16:58:48","date_gmt":"2017-06-07T09:58:48","guid":{"rendered":"https:\/\/thitruongsi.com\/kinh-nghiem\/?p=5623"},"modified":"2017-06-09T11:31:04","modified_gmt":"2017-06-09T04:31:04","slug":"ke-hoach-mo-moi-2-cua-hang-trang-suc-moi-tuan-pnj-dang-hoc-theo-cach-the-gioi-di-dong-thong-linh-thi-truong","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/ke-hoach-mo-moi-2-cua-hang-trang-suc-moi-tuan-pnj-dang-hoc-theo-cach-the-gioi-di-dong-thong-linh-thi-truong\/","title":{"rendered":"K\u1ebf ho\u1ea1ch m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng trang s\u1ee9c m\u1ed7i tu\u1ea7n, PNJ \u0111ang \u201ch\u1ecdc theo\u201d c\u00e1ch Th\u1ebf gi\u1edbi Di \u0111\u1ed9ng th\u1ed1ng l\u0129nh th\u1ecb tr\u01b0\u1eddng?"},"content":{"rendered":"

Nh\u1eb1m k\u1ef7 ni\u1ec7m 30 n\u0103m th\u00e0nh l\u1eadp, theo k\u1ebf ho\u1ea1ch \u0111\u1ebfn cu\u1ed1i n\u0103m 2017, s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng c\u1ee7a PNJ s\u1ebd l\u00ean t\u1edbi 300. \u0110\u1ec3 th\u1ef1c hi\u1ec7n k\u1ebf ho\u1ea1ch tham v\u1ecdng n\u00e0y th\u00ec t\u1eeb nay \u0111\u1ebfn cu\u1ed1i n\u0103m, m\u1ed7i tu\u1ea7n PNJ s\u1ebd ph\u1ea3i m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng.<\/h2>\n
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CTCP V\u00e0ng b\u1ea1c \u0110\u00e1 qu\u00fd Ph\u00fa Nhu\u1eadn ( PNJ ) l\u00e0 doanh nghi\u1ec7p l\u1edbn trong ng\u00e0nh s\u1ea3n xu\u1ea5t v\u00e0 kinh doanh trang s\u1ee9c v\u00e0ng, b\u1ea1c, \u0111\u00e1 qu\u00fd t\u1ea1i Vi\u1ec7t Nam. C\u0169ng nh\u01b0 nh\u1eefng doanh nghi\u1ec7p kinh doanh v\u00e0ng kh\u00e1c, PNJ kh\u1edfi nghi\u1ec7p l\u00e0 m\u1ed9t doanh nghi\u1ec7p kinh doanh v\u00e0ng mi\u1ebfng v\u1edbi t\u1ef7 tr\u1ecdng \u0111\u00f3ng g\u00f3p l\u1edbn v\u00e0o doanh thu (th\u01b0\u1eddng tr\u00ean 50%). Tuy nhi\u00ean, ho\u1ea1t \u0111\u1ed9ng kinh doanh n\u00e0y mang l\u1ea1i bi\u00ean l\u1ee3i nhu\u1eadn th\u1ea5p v\u00e0 ch\u1ecbu s\u1ef1 ki\u1ec3m so\u00e1t c\u1ee7a nh\u00e0 n\u01b0\u1edbc.<\/p>\n

\u0110\u1ee9ng tr\u01b0\u1edbc t\u00ecnh h\u00ecnh tr\u00ean, PNJ \u0111\u00e3 thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c kinh doanh, gi\u1ea3m t\u1ef7 tr\u1ecdng kinh doanh v\u00e0ng mi\u1ebfng, t\u1eadp trung ho\u1ea1t \u0111\u1ed9ng kinh doanh trang s\u1ee9c v\u1edbi bi\u00ean l\u1ee3i nhu\u1eadn cao. Vi\u1ec7c thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c kinh doanh \u0111\u00e3 gi\u00fap hi\u1ec7u qu\u1ea3 kinh doanh c\u1ee7a PNJ \u0111\u01b0\u1ee3c n\u00e2ng l\u00ean r\u00f5 r\u1ec7t.<\/p>\n

M\u1eb7c d\u00f9 doanh thu c\u00f4ng ty s\u1ee5t gi\u1ea3m m\u1ea1nh so v\u1edbi giai \u0111o\u1ea1n tr\u01b0\u1edbc n\u0103m 2015 (th\u1eddi k\u1ef3 t\u1eadp trung kinh doanh v\u00e0ng mi\u1ebfng), tuy nhi\u00ean bi\u00ean l\u00e3i g\u1ed9p \u0111\u00e3 c\u1ea3i thi\u1ec7n \u0111\u00e1ng k\u1ec3. Trong n\u0103m 2016, bi\u00ean l\u00e3i g\u1ed9p PNJ l\u00ean t\u1edbi 16,5%, t\u0103ng m\u1ea1nh so v\u1edbi m\u1ee9c 9,7% c\u1ee7a n\u0103m 2014. Hi\u1ec7n t\u1ea1i, kinh doanh trang s\u1ee9c \u0111\u00f3ng g\u00f3p g\u1ea7n 80% t\u1ed5ng doanh thu c\u1ee7a PNJ \u0111\u1ed3ng th\u1eddi c\u0169ng l\u00e0 m\u1ea3ng c\u00f3 bi\u00ean l\u00e3i g\u1ed9p cao nh\u1ea5t (g\u1ea7n 20%).<\/p>\n

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\"\nHi\u1ec7u<\/div>\n
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Hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng PNJ t\u0103ng l\u00ean \u0111\u00e1ng k\u1ec3 khi t\u1eadp trung v\u00e0o m\u1ea3ng trang s\u1ee9c<\/p>\n<\/div>\n<\/div>\n

Vi\u1ec7c thay \u0111\u1ed5i chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a PNJ l\u00e0 kh\u00e1 \u201ch\u1ee3p th\u1eddi\u201d khi ng\u01b0\u1eddi Vi\u1ec7t \u0111ang c\u00f3 xu h\u01b0\u1edbng d\u1ecbch chuy\u1ec3n m\u1ea1nh t\u1eeb t\u00edch tr\u1eef v\u00e0ng mi\u1ebfng sang s\u1eed d\u1ee5ng c\u00e1c s\u1ea3n ph\u1ea9m trang s\u1ee9c.<\/p>\n

Theo t\u00ednh to\u00e1n t\u1eeb s\u1ed1 li\u1ec7u c\u1ee7a H\u1ed9i \u0110\u1ed3ng V\u00e0ng Th\u1ebf gi\u1edbi (WGC), trong n\u0103m 2016, l\u01b0\u1ee3ng v\u00e0ng trang s\u1ee9c ti\u00eau th\u1ee5 t\u1ea1i Vi\u1ec7t Nam \u0111\u1ea1t 15,4 t\u1ea5n (-1% yoy). M\u1eb7c d\u00f9 gi\u1ea3m nh\u1eb9 nh\u01b0ng nhu c\u1ea7u ti\u00eau th\u1ee5 v\u00e0ng trang s\u1ee9c c\u1ee7a Vi\u1ec7t Nam \u0111\u00e3 t\u0103ng kh\u00e1 m\u1ea1nh trong giai \u0111o\u1ea1n 2010-2016 v\u1edbi t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng k\u00e9p h\u00e0ng n\u0103m h\u01a1n 10%.<\/p>\n

CTCK Vietcombank (VCBS) cho r\u1eb1ng th\u1ecb tr\u01b0\u1eddng trang s\u1ee9c Vi\u1ec7t Nam c\u00f2n kh\u00e1 nhi\u1ec1u ti\u1ec1m n\u0103ng \u0111\u1ebfn t\u1eeb (1) m\u1ee9c ti\u00eau th\u1ee5 v\u00e0ng trang s\u1ee9c tr\u00ean \u0111\u1ea7u ng\u01b0\u1eddi c\u1ee7a Vi\u1ec7t Nam c\u00f2n th\u1ea5p so v\u1edbi c\u00e1c n\u01b0\u1edbc trong khu v\u1ef1c v\u00e0 tr\u00ean th\u1ebf gi\u1edbi, (2) t\u1ed1c \u0111\u1ed9 t\u0103ng tr\u01b0\u1edfng d\u00e2n s\u1ed1 b\u00ecnh qu\u00e2n kho\u1ea3ng 1,2% c\u00f9ng c\u01a1 c\u1ea5u d\u00e2n s\u1ed1 tr\u1ebb, tr\u00ean 50% l\u00e0 n\u1eef – l\u00e0 ngu\u1ed3n kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng trong l\u0129nh v\u1ef1c trang s\u1ee9c, (3) kinh t\u1ebf t\u0103ng tr\u01b0\u1edfng t\u1ed1t c\u1ea3i thi\u1ec7n thu nh\u1eadp b\u00ecnh qu\u00e2n \u0111\u1ea7u ng\u01b0\u1eddi t\u00e1c \u0111\u1ed9ng t\u00edch c\u1ef1c \u0111\u1ebfn nhu c\u1ea7u ti\u00eau th\u1ee5 c\u00e1c m\u1eb7t h\u00e0ng trang s\u1ee9c.<\/p>\n

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\"\nTi\u00eau<\/div>\n
\n

Ti\u00eau th\u1ee5 trang s\u1ee9c t\u1ea1i Vi\u1ec7t Nam c\u00f2n th\u1ea5p so v\u1edbi th\u1ebf gi\u1edbi. Ngu\u1ed3n: VCBS<\/p>\n<\/div>\n<\/div>\n

Th\u1ecb tr\u01b0\u1eddng trang s\u1ee9c gi\u00e0u ti\u1ec1m n\u0103ng, PNJ \u1ed3 \u1ea1t \u0111\u1ea9y m\u1ea1nh h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i<\/strong><\/p>\n

D\u00f9 c\u00f2n nhi\u1ec1u ti\u1ec1m n\u0103ng nh\u01b0ng th\u1ecb tr\u01b0\u1eddng v\u00e0ng trang s\u1ee9c t\u1ea1i Vi\u1ec7t Nam hi\u1ec7n kh\u00e1 ph\u00e2n m\u1ea3nh v\u1edbi 80% th\u1ecb ph\u1ea7n thu\u1ed9c v\u1ec1 c\u00e1c c\u01a1 s\u1edf kinh doanh quy m\u00f4 nh\u1ecf, ch\u1ec9 c\u00f2n l\u1ea1i 20% th\u1ecb ph\u1ea7n cho c\u00e1c doanh nghi\u1ec7p l\u1edbn v\u00e0 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh nh\u01b0 PNJ, Doji, SJC..<\/p>\n

Trong \u0111\u00f3, th\u1ecb ph\u1ea7n c\u1ee7a PNJ hi\u1ec7n chi\u1ebfm 26,5% (s\u1ed1 li\u1ec7u c\u1eadp nh\u1eadt \u0111\u1ebfn n\u0103m 2016) trong s\u1ed1 20% n\u00f3i tr\u00ean, nh\u01b0 v\u1eady th\u1ecb ph\u1ea7n chung c\u1ee7a PNJ so v\u1edbi to\u00e0n th\u1ecb tr\u01b0\u1eddng chi\u1ebfm kho\u1ea3ng 5,3% v\u00e0 \u0111ang l\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ecb ph\u1ea7n cao nh\u1ea5t ng\u00e0nh.<\/p>\n

Nh\u1eefng n\u0103m g\u1ea7n \u0111\u00e2y, th\u1ecb hi\u1ebfu ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang d\u1ea7n thay \u0111\u1ed5i, thay v\u00ec mua b\u00e1n trang s\u1ee9c t\u1ea1i c\u00e1c c\u1eeda h\u00e0ng nh\u1ecf l\u1ebb th\u00ec h\u1ecd \u0111\u00e3 t\u00ecm \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u v\u1eefng m\u1ea1nh, kh\u1eb3ng \u0111\u1ecbnh t\u00ean tu\u1ed5i nh\u01b0 PNJ, Doji, SJC\u2026 Tuy nhi\u00ean, PNJ d\u01b0\u1eddng nh\u01b0 \u0111\u00e3 n\u1eafm b\u1eaft c\u01a1 h\u1ed9i t\u1ed1t h\u01a1n c\u1ea3 so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f9ng ng\u00e0nh khi li\u00ean t\u1ee5c m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng b\u00e1n h\u00e0ng trong v\u00e0i n\u0103m tr\u1edf l\u1ea1i \u0111\u00e2y.<\/p>\n

Theo s\u1ed1 li\u1ec7u m\u1edbi nh\u1ea5t \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1, t\u00ednh t\u1edbi \u0111\u1ea7u th\u00e1ng 6\/2017, s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng PNJ tr\u00ean to\u00e0n qu\u1ed1c \u0111\u00e3 l\u00ean t\u1edbi 242, t\u0103ng 23 c\u1eeda h\u00e0ng so v\u1edbi th\u1eddi \u0111i\u1ec3m \u0111\u1ea7u n\u0103m. Nh\u01b0 v\u1eady, trung b\u00ecnh ch\u01b0a \u0111\u1ebfn 1 tu\u1ea7n, PNJ l\u1ea1i c\u00f3 th\u00eam 1 c\u1eeda h\u00e0ng m\u1edbi tr\u00ean to\u00e0n h\u1ec7 th\u1ed1ng<\/strong>. \u0110\u00e2y l\u00e0 con s\u1ed1 r\u1ea5t l\u1edbn n\u1ebfu so v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh nh\u01b0 SJC (ch\u1ec9 c\u00f3 53 c\u1eeda h\u00e0ng tr\u00ean to\u00e0n h\u1ec7 th\u1ed1ng), DoJi (33 c\u1eeda h\u00e0ng).<\/p>\n

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\"\"<\/div>\n
<\/div>\n<\/div>\n

Nh\u1eb1m k\u1ef7 ni\u1ec7m 30 n\u0103m th\u00e0nh l\u1eadp, theo k\u1ebf ho\u1ea1ch \u0111\u1ebfn cu\u1ed1i n\u0103m 2017, s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng c\u1ee7a PNJ s\u1ebd l\u00ean t\u1edbi 300. \u0110\u1ec3 th\u1ef1c hi\u1ec7n k\u1ebf ho\u1ea1ch tham v\u1ecdng n\u00e0y th\u00ec t\u1eeb nay \u0111\u1ebfn cu\u1ed1i n\u0103m, m\u1ed7i tu\u1ea7n PNJ s\u1ebd ph\u1ea3i m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng.<\/strong><\/p>\n

Ngo\u00e0i vi\u1ec7c m\u1edf r\u1ed9ng k\u00eanh b\u00e1n h\u00e0ng truy\u1ec1n th\u1ed1ng, PNJ c\u0169ng \u0111ang \u0111\u1ea9y m\u1ea1nh ho\u1ea1t \u0111\u1ed9ng b\u00e1n h\u00e0ng online. Theo s\u1ed1 li\u1ec7u \u0111\u01b0\u1ee3c c\u00f4ng b\u1ed1, trong n\u0103m 2016, doanh thu tr\u1ef1c tuy\u1ebfn c\u1ee7a PNJ \u0111\u1ea1t 15,2 t\u1ef7 \u0111\u1ed3ng, t\u0103ng 30% so v\u1edbi n\u0103m 2015.<\/p>\n

C\u00f3 th\u1ec3 n\u00f3i, nh\u1eefng g\u00ec \u0111ang di\u1ec5n ra t\u1ea1i PNJ khi\u1ebfn ch\u00fang ta li\u00ean t\u01b0\u1edfng t\u1edbi m\u1ed9t \u201c\u0111\u1ea1i gia\u201d trong ng\u00e0nh b\u00e1n l\u1ebb \u0111i\u1ec7n m\u00e1y l\u00e0 Th\u1ebf gi\u1edbi di \u0111\u1ed9ng (MWG) v\u1edbi chu\u1ed7i c\u1eeda h\u00e0ng r\u1ed9ng kh\u1eafp c\u1ea3 n\u01b0\u1edbc. C\u0169ng v\u1edbi chi\u1ebfn l\u01b0\u1ee3c li\u00ean t\u1ee5c m\u1edf r\u1ed9ng h\u1ec7 th\u1ed1ng b\u00e1n h\u00e0ng, Th\u1ebf gi\u1edbi di \u0111\u1ed9ng \u0111\u00e3 b\u1ecf xa c\u00e1c \u0111\u1ed1i th\u1ee7 c\u00f9ng ng\u00e0nh v\u00e0 tr\u1edf th\u00e0nh doanh nghi\u1ec7p chi\u1ebfm l\u0129nh mi\u1ebfng b\u00e1nh l\u1edbn nh\u1ea5t trong l\u0129nh v\u1ef1c \u0111i\u1ec7n tho\u1ea1i, \u0111i\u1ec7n m\u00e1y t\u1ea1i Vi\u1ec7t Nam.<\/p>\n

\n
\"\nBi\u1ebfn<\/div>\n
\n

Bi\u1ebfn \u0111\u1ed9ng gi\u00e1 c\u1ed5 phi\u1ebfu PNJ t\u1eeb khi ni\u00eam y\u1ebft (gi\u00e1 \u0111\u00e3 \u0111i\u1ec1u ch\u1ec9nh)<\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Nh\u1eb1m k\u1ef7 ni\u1ec7m 30 n\u0103m th\u00e0nh l\u1eadp, theo k\u1ebf ho\u1ea1ch \u0111\u1ebfn cu\u1ed1i n\u0103m 2017, s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng c\u1ee7a PNJ s\u1ebd l\u00ean t\u1edbi 300. \u0110\u1ec3 th\u1ef1c hi\u1ec7n k\u1ebf ho\u1ea1ch tham v\u1ecdng n\u00e0y th\u00ec t\u1eeb nay \u0111\u1ebfn cu\u1ed1i n\u0103m, m\u1ed7i tu\u1ea7n PNJ s\u1ebd ph\u1ea3i m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng. CTCP V\u00e0ng b\u1ea1c \u0110\u00e1 qu\u00fd Ph\u00fa Nhu\u1eadn …<\/p>\n","protected":false},"author":4,"featured_media":5624,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,52],"tags":[],"class_list":["post-5623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-thi-truong-ban-le"],"yoast_head":"\nK\u1ebf ho\u1ea1ch m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng trang s\u1ee9c m\u1ed7i tu\u1ea7n, PNJ \u0111ang \u201ch\u1ecdc theo\u201d c\u00e1ch Th\u1ebf gi\u1edbi Di \u0111\u1ed9ng th\u1ed1ng l\u0129nh th\u1ecb tr\u01b0\u1eddng? - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/ke-hoach-mo-moi-2-cua-hang-trang-suc-moi-tuan-pnj-dang-hoc-theo-cach-the-gioi-di-dong-thong-linh-thi-truong\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"K\u1ebf ho\u1ea1ch m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng trang s\u1ee9c m\u1ed7i tu\u1ea7n, PNJ \u0111ang \u201ch\u1ecdc theo\u201d c\u00e1ch Th\u1ebf gi\u1edbi Di \u0111\u1ed9ng th\u1ed1ng l\u0129nh th\u1ecb tr\u01b0\u1eddng? - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog\" \/>\n<meta property=\"og:description\" content=\"Nh\u1eb1m k\u1ef7 ni\u1ec7m 30 n\u0103m th\u00e0nh l\u1eadp, theo k\u1ebf ho\u1ea1ch \u0111\u1ebfn cu\u1ed1i n\u0103m 2017, s\u1ed1 l\u01b0\u1ee3ng c\u1eeda h\u00e0ng c\u1ee7a PNJ s\u1ebd l\u00ean t\u1edbi 300. \u0110\u1ec3 th\u1ef1c hi\u1ec7n k\u1ebf ho\u1ea1ch tham v\u1ecdng n\u00e0y th\u00ec t\u1eeb nay \u0111\u1ebfn cu\u1ed1i n\u0103m, m\u1ed7i tu\u1ea7n PNJ s\u1ebd ph\u1ea3i m\u1edf m\u1edbi 2 c\u1eeda h\u00e0ng. 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