Since its official operation in April, 2002, Shenzhen Aidier Jewelry Co., Ltd. has adhered to the cultural direction of "caring" as the footnote and "extraordinary" as the commanding height, and the strategic policy of "focusing on brand building, building a scientific management system, excellent winning team and high-quality market network, and becoming an extraordinary company with caring guidance and service". In 2003, it passed the ISO900 1 international quality system certification and became a member of Shanghai Diamond Exchange in the same year. From 2004 to 2006, Jiang, a famous movie star, was hired as the spokesperson, and in 2009, Pu Cunxin, a famous performance artist, was hired as the spokesperson, and has successively become the executive director unit of national, provincial and municipal trade associations. Up to now, the company headquarters has nearly 5 10 employees. Adil jewelry brand has nearly 3,065,438+0 franchise stores in more than 205 cities across the country, and has formed strategic market partners with international companies and organizations such as HK of India, Swarovski of Austria, International Platinum Association and International Palladium Association. Co-organized "Adele Jewelry Class" with 9 universities including Wuxi Commercial Vocational and Technical College, Tianjin University of Commerce, Changchun Institute of Technology, Shenzhen Higher Vocational and Technical College, China Geo University (Wuhan), Yunnan Institute of Land and Resources, Shaanxi International Business School, Jieyang Vocational and Technical College and Jiangsu Commercial Vocational and Technical College to form a strategic partner for talents; Form a "caring" cultural strategic partner with the Public Welfare Cultural Center of China Care for the Next Generation Working Committee and Shenzhen Youth Magazine.
In May 2004, the company was awarded the honorary unit of "Caring for Girls" by China Population Education Center. In 2005, it became "the business card that best represents the image of Shenzhen in the past 25 years of reform and opening up"; In September 2006, IDEAL was awarded "Asia's 500 Most Valuable Brands"; In March 2007, the company established a party branch and became the only listed contact unit of the Central Organization Department. In July of the same year, IDEAL was recognized as "China Famous Trademark"; In June 2008, IDEAL became a famous trademark in Guangdong Province. In May, 2009, it won the title of 100 Top Independent Innovative Small and Medium-sized Enterprises in Shenzhen and the Top 20 Most Cultural Value Brands in Guangdong Province. On April 20 10, it was awarded as a famous brand of gold and silver jewelry in China. 20 1 1 in April, it won the most potential Shenzhen brand of the year and was selected as one of the top 500 Asian brands in September. 20 12 February, adil Party Branch won the "Two New" Top 100 Party Organizations in Guangdong Province, and was awarded the Shenzhen Famous Brand in April. At the same time, the products developed and designed by the company have won many awards: 12 and 13 art fairs, the most fashionable award for outstanding works in the 13th China Art Fair, the Asian bracelet champion in the 5th International Tahiti Pearl Jewelry Design Competition, and the Pearl Buck Series Bronze Award in the Fashion China 2005 CCTV Jewelry Design TV Competition.
20 12 China jewelry yearbook
With the friendly care and support from all walks of life and the joint efforts of Adele people, Adele Jewelry has developed into one of the most promising jewelry enterprises in China, which is famous for its excellent culture.
By 20 1 1 year, all aspects of adil Jewelry Company have been operating in an orderly manner, and the production capacity has remained stable, and the manufacturing and processing technology, product research and development, and technological innovation have kept improving simultaneously. Through the implementation and development of Adil's characteristic corporate culture, the company's management level has been well improved, and Adil brand has formed a good reputation in the national terminal market. By joining and expanding its business, it has achieved substantial growth, achieved production and sales targets, and achieved 80% of its main business income throughout the year.
1. Marketing and marketing
Economic benefit 1. 1
20 1 1, the company realized more than 90 franchises throughout the year, with a year-on-year increase of 63.8%. By the end of the year, it had nearly 300 franchise stores of IDIEL jewelry brand in more than 200 cities across the country. In the whole year, 480,000 products (including exports) were produced and sold, with sales of nearly 600 million yuan, tax payment of 27 million yuan, and tax increase of 66.7%.
1.2 Social welfare
Companies adhering to the "care" as the core of corporate culture, actively undertake social responsibilities and fulfill social obligations. 20 1 1 Longyan adil jewelry (direct store of adil jewelry co., ltd.) raised money for "tomorrow poverty alleviation fund" on March 8 104 10 yuan, which greatly improved the local popularity and reputation of adil jewelry through public welfare activities.
On May 7th, Qimin Li, Deputy Secretary-General of China Working Committee, Wang Daming, Senior Project Officer of UNICEF, relevant Shenzhen leaders, experts and scholars, and senior executives from all walks of life gathered in Shenzhen Aidier Jewelry Co., Ltd. to hold a grand seminar on corporate social responsibility of labor protection for minors. At the meeting, adil Jewelry was awarded the "Pilot Unit of Labor Protection for Minors".
From May 30th to 3rd1,the 201China Vocational Education and China Commercial Service Industry Dialogue was held in Chongqing under the guidance of the Ministry of Education and the Ministry of Commerce, and jointly organized by China Business Federation, Institute of Vocational and Technical Education of the Ministry of Education, China Vocational and Technical Education Society and China Higher Education Society. As a pioneer of school-enterprise cooperation in the jewelry industry, Adele Jewelry was invited to participate in the forum and was highly praised by the China Business Federation.
On June 9th-10, Luohu District Human Resources Bureau, Luohu District Science and Technology Innovation Bureau, Luohu District General Chamber of Commerce, Shenzhen Internet Industry Park and wuhan textile University jointly launched the theme activity of "High-end Cooperation and Win-win Development" in Luohu District, Shenzhen, and comprehensively built a three-dimensional open platform for running schools with the cooperation of the government, schools, chambers of commerce and enterprises. As one of the key enterprises in Luohu District, adil Jewelry participated in the forum and signed a contract with wuhan textile University.
From July 25th to 30th, the 2nd National Summer Camp for Children of All Ethnic Groups and the 8th National Summer Camp for Children Orphaned by AIDS were held in Beijing. At the meeting, Adel Jewelry Company was awarded "Special Contribution Unit of Caring for the Growth of Family Gardens in China" by China Industry Committee, State Ethnic Affairs Commission and UNICEF.
1.3 industry impact
On June 20 1 1, Shenzhen Special Zone Daily reported "Party branch of adil Jewelry Co., Ltd. promotes the brand of Party building and promotes the development of enterprises", which set a benchmark for the jewelry industry with Party building promoting development and Scientific Outlook on Development as the guide.
On June 2 1, Adil became the only designated manufacturer of PAI inlay products in Chinese mainland. The two sides hope that through in-depth cooperation, the palladium market will finally reach a more brilliant peak in China.
20 12 China jewelry yearbook
On September 9th, the 6th Asian Brand Festival 20 1 1, jointly sponsored by Asian Brand Association, Hong Kong VIP, Global Times and China-Japan-Korea Economic Development Association, kicked off at Sheraton Hong Kong Hotel. Adele Jewelry was fortunate to be selected into the brand list for the first time, which greatly enhanced the brand awareness and reputation.
20 1 1 year, the patented product "Colorful" series independently designed and developed by Adele Jewelry sold 1 100 million pieces in the Chinese jewelry market, which became a miracle of Chinese jewelry industry and caused great repercussions.
20/kloc-in may/February, adil jewelry launched a series of "smart" pendants. Due to its unique product creativity, it generated sales of 65.438+0.6 billion yuan in three hours, creating another miracle of China's jewelry industry.
2. Brand and culture
The company has always adhered to the development strategy of "brand building as the center", constantly improved the CIS image recognition system of Adil brand, increased brand investment, built a professional brand culture and corporate culture team, and strengthened the construction of "corporate thinking" and "corporate temperament".
On 20 1 1 year, Adele Jewelry was awarded as a key cultural enterprise in Shenzhen by the Cultural Industry Development Department of Shenzhen Municipal Bureau of Culture and Sports (Shenzhen *** 109). In Shenzhen jewelry industry, Adil Jewelry has long adhered to the development direction of corporate culture with "caring" as the core, and has achieved fruitful results in brand culture construction, independent patent product development, cultural cooperation and school-enterprise joint school-running projects. And become a unique and outstanding enterprise in China's jewelry industry. The unique concept of "cultural company" has played an important role in the process of brand building and development, which not only allows the company to integrate a huge team of joining partners, but also expands new ways of comprehensive, sustainable and coordinated development.
The company set up a research and development team to develop diamond-encrusted products with high scientific and technological quality, rich cultural connotation and strong decoration according to market demand. In recent years, the company has intensified technological innovation and production line integration, produced innovative products that are widely welcomed by consumers, and combined with brand culture for packaging sales, and the sales performance has been greatly improved.
20 1/kloc-0 * * applied for 7 product patents per year, including 6 appearance patents and 1 utility model1,with a year-on-year increase of 42.9%. The "colorful" series produced by the company through technological innovation has accumulated sales of 654.38 billion yuan in China's jewelry market, which has become a miracle of China's jewelry industry and caused great repercussions. 20 1 1 year, the colorful upgraded product "colorful butterfly change" series went on the market, which also received rave reviews.
The company continuously introduces technical talents and strengthens the construction of precision production lines. 20 1 1 year, at the 7th Shenzhen Workers' Technological Innovation Games, 6 finalists and 3 made excellent achievements.
3. Manufacturing, processing and wholesale trade
Under the development strategy of "brand building as the center", the company maintains the existing production scale and manufacturing capacity, focusing on improving production efficiency, strengthening product process quality and improving the welfare of manufacturing technicians. 20 1 1, the company's manufacturing center was moved to Szwhitae gold and splvertytingio, a new factory area in Huizhou, and Huizhou branch was established, and brand-new instruments and equipment were invested, advanced molds were introduced, and a quality system was established, which greatly improved the first-time qualification rate of the company's products.
In the future, Adele Jewelry will gradually move towards a group enterprise with jewelry as its core industry. Expand the industrial chain through listing financing, establish high-quality market network, scientific management system and excellent winning team, and build an "extraordinary company with heart and guidance" integrating investment, jewelry design, brand operation and e-commerce.
20 12 China jewelry yearbook
20 12 China jewelry yearbook