At 18:37 on June 16, 2012, Shenzhou-9, which was responsible for China's first manned space rendezvous and docking mission, successfully flew into space. The significance of Shenjiu Feitian is self-evident. It is a symbol of the rise of the Chinese nation and a powerful stimulant. However, can China's jewelry industry, which is in the process of transformation and upgrading, also have such a stimulant that it can use innovation to rise against the market and soar despite the dual pressures of a weak international market and my country's economic downturn?

Opportunities always coexist with challenges. Wise men are always good at discovering opportunities from challenges and seizing opportunities to create miracles. In 2012, although the domestic market economic development slowed down, Beijing Heyuyuan Hetian Jade Co., Ltd., which has the honorary title of "China's Well-known Trademark" and "The First Hetian Jade Company in China", still relies on its keen insight and advanced technology. The operating methods and scientific management model have achieved sustained and breakthrough performance growth in terminal retail! While other companies are still considering how to survive in the crisis, Heyuyuan and Tianyu have already achieved a major stride in transformation and upgrading! Today, the company's nearly 100 chain stores have spread across major provinces and cities across the country. The brands have been clearly divided into three major brands: "Heyuyuan", "Fanyusheng" and "Kahidi" for different consumer groups, fully covering high-end , middle and low-end markets. The products are divided into eleven series and more than two hundred varieties. At present, product styles are constantly being updated and created, and have received rave reviews from consumers from all walks of life. From the beginning of the company's development to the present, it has received numerous honors. Today, the strong backing to ensure the company's century-old development plan is that the company has a Hotan jade mining base with a total area of ??81.2 square kilometers in Hotan, Xinjiang, and has established six Hotan jade product R&D and production centers in Shanghai, Suzhou, Guangdong, Xinjiang and other places. processing base. Such a leading Hetian jade enterprise is undoubtedly a powerful stimulant for the development of China's jewelry industry. So, as the leading enterprise in China’s Hotan jade industry, how does Beijing Heyuyuan Hotan Jade Co., Ltd. become unique and become bigger and stronger?

1. The pace of innovation: scale and branding , specialization, standardization, scientificization, and modern development

2012 China Jewelry and Jade Jewelry Yearbook

"No jade can be made without cutting it." The success of He Yu Yuan and Tian Jade is like this sentence Likewise, only by "crafting carefully" can one "stand out". Heyuyuan Hetianyu was established in April 2004. At that time, the strategic plan of "going out and bringing in" was proposed, that is, to transport Xinjiang's advantageous resources and introduce advanced technologies from outside. It was decided to establish Beijing Heyuyuan in Beijing. Yuan Hotan Jade Co., Ltd. effectively combines Xinjiang's Hotan jade resources with Beijing's advantageous scientific and technological information metropolitan window, builds a bridge, and ultimately forms an interactive chain development.

In 2005, Beijing Heyuyuan Hetian Jade Co., Ltd. was officially founded, and the first sales counter of "Heyuyuan Hetian Jade" was established in the Beijing Arts and Crafts Building. Due to precise market positioning, marketable products and excellent quality, the market responded strongly after the opening of the counter, setting a new sales record for fine jewelry products that month. Immediately afterwards, Heyuyuan and Tianyu established the strategy of expanding Beijing's market share and large-scale development, and successively established friendly cooperative relations with major well-known shopping malls in Beijing. Since then, the Heyuyuan and Tianyu chain operation system has been initially established and increasingly stable.

Subsequently, Heyuyuan and Tianyu successively developed in-depth into the national market with the Beijing area as the center, and the sales network continued to expand. In April 2011, the high-end and luxurious Heyuyuan Hetianyu Shin Kong Plaza store opened grandly in Beijing. Shin Kong Place brings together European and American luxury brands with a century-old luxury history and is a landmark of high-end shopping malls across the country. Among many prominent and distinguished international brands, He Yu Yuan and Tian Jade's luxurious and elegant oriental jade temperament and luxurious elegance full of international fashion sense add to the beautiful and lively scenery of Shin Kong Place. At present, Heyuyuan Hetian Jade is the only model in China's Hetian Jade industry that has successfully entered high-end shopping malls. The opening of Heyuyuan Shin Kong Tiandi store heralds Heyuyuan Hetian Jade's move towards the international stage. Its luxurious bloom will make Chinese Hetian jade has attracted worldwide attention.

China Jewelry and Jade Jewelry Yearbook 2012

While Heyuyuan Hetian Jade has grown in scale, it has also continued to improve product quality and resolutely prevent a piece of substandard goods from circulating in the market. While improving product quality, we also conduct market layout and consumer segmentation to meet the needs of different regional markets and consumers from all walks of life for Hetian jade products. The company has always insisted on being market-oriented and quality-based to develop new products, set product prices, and establish sales channels. It has now developed into the undisputed "leading enterprise" in the Hotan jade industry.

2. Innovative business model: break the routine and break it into parts

Hetian Jade, the "King of Jade", was born from Kunlun Mountain, the "ancestor of mountains". With a cultural history of eight thousand years, it is a treasure of Chinese civilization. It shines uniquely in the world and is famous all over the world. It is called "the first nephrite in the world". In all dynasties, Hetian jade has played an extremely important role. The national treasure, the treasure of the royal family, and the seal of the country are all inseparable from Hetian jade. With the evolution of the times, how to bring noble Hetian jade to the public and make Hetian jade fashionable, jewelry-based and popular has become a thinking proposition in the new era.