1. Company Introduction
(1) Main Business of the Company
The company is engaged in the design, promotion and chain operation of "Chow Dasheng" brand jewelry. One of the largest jewelry brand operators in China. "Chow Dasheng" is a leading brand of diamond jewelry in the country's mid-to-high-end mainstream market. Its main products include diamond-inlaid jewelry and plain gold jewelry.
The company adheres to strategic focus, focusing on brand operations, channel management, product research and development and supply chain integration, constantly improving its brand image and influence, and focusing on the established business plan goals, various operations and management work are steadily advancing. In terms of operation management, we have worked hard to solidify the brand foundation, strengthen core competitiveness such as "channels, products, and supply chain management", and strive to create an operation ecosystem of "deep integration and efficient collaboration", and our operating performance has continued to maintain steady growth.
The influence of Zhou Dasheng’s jewelry brand continues to increase. While consolidating the existing market, the company continues to increase its efforts to expand into weak markets. While steadily expanding its market share, it places more emphasis on the quality of store expansion. In 2019, the company’s net sales 636 terminal stores were added, bringing the number of terminal stores to 4,011, including 3,733 franchise stores and 278 self-operated stores.
(2) The company’s main products
Based on its own business model and brand positioning, Zhou Dasheng will continue to insist on using diamonds as its main product, Belgium’s “LOVE100” Constellation Aurora Hundred-faceted Cut Diamond As the core product, gold is a popular product, and platinum, K gold, jade, pearls, and colored gemstones are supporting products, and the product line is constantly enriched and improved.
(3) Company development strategy
1. The first step is to improve quality and increment, use strengths and make up for weaknesses, sort out brand positioning, establish brand characteristics, create brand advantages, and formulate Competitive strategies, plan development routes, and at the same time work hard on the competitiveness of brand professional functions, mobilize resources, and focus on deployment: image enhancement, product upgrades, in-depth marketing, CRM, venue public relations, new store development, and efficient operations of the seven core competitions A powerful seven-way attack. Achieve a leading position in scale, comprehensive coverage, and comprehensive improvement in quality. At the same time, we will keep up with the times, take the lead in laying out the network, informatization, dataization and application of new technologies in the company's overall system and terminal stores, promote and improve magic mirror technology, build cloud platforms, enhance ERP functions, and gradually plan and implement chain terminals. High degree of online and offline integration and technological transformation. Prepare for the coming of systemic technological change.
2. The second step is transformation and upgrading, the model innovation stage. Continue to build the unique value of the brand, strengthen the differentiation advantage, enhance the brand reputation, increase the high brand premium, increase the market share, close to the first position in the industry, and distance itself from the third place; form a jewelry product line brand in the main categories; roll out concentric diversification business. Focus on cultivating the Baotong Tianxia supply chain ecological platform. At the same time, it began to deploy the Hong Kong market on a large scale, seize the market share of Hong Kong's shopping paradise and tourism shopping, and establish a good brand image in the Greater China and international markets.
3. The third step is to lead the industry and continue to improve brand loyalty and trust during the international stage, becoming the comprehensive first choice brand for consumers in the jewelry industry, establishing a solid industry leadership position, and becoming the third industry leader. One or tied for first place, enter the international market, form leading international competitiveness, and win the world's first international gold medal in the diamond jewelry industry; several product line brands have become independent product brands; Tongxin Diversification develops comprehensively and rapidly, supporting and promoting the core The business can be split into independent businesses and listed on the market, forming a diversified group structure with jewelry as the core.
2. The stage of the industry
The company’s industry is the jewelry retail industry. Since the 1990s, China’s economy has continued to grow rapidly and per capita income levels have continued to increase. Nowadays, jewelry consumption not only meets the needs of value preservation, but also meets the needs of people to pursue fashion and express their personality and status. At present, China has become the world's second largest diamond processing base, the world's largest jewelry consumer market and the world's largest gold consumer. It is an important jewelry production and consumption country.
In recent years, thanks to the continued growth of the national economy and the continuous improvement of residents’ disposable income, domestic residents’ consumption upgrades have continued to advance, and the demand for optional consumer goods has risen. Mid-to-high-end consumer goods represented by jewelry, etc. The market has entered a stage of rapid development, and my country's middle-class consumer group is growing day by day. At the same time, the consumption growth demand in third- and fourth-tier cities has become the main driving force of my country's consumer market. Consumers' consumption habits are also changing. They pay more attention to product quality, personalized design and service experience, and aim to improve their internal quality and external image. Design style, style and craftsmanship are also increasingly valued by consumers. Upgrading and switching of the main consumer groups have provided a broader market space for jewelry companies with core competitive advantages such as "brand, channel, and product" such as "Chow Dasheng".