Zhao Dehua

1. The development status and overview of Chenghuang Jewelry

Shanghai Chenghuang Jewelry Co., Ltd. is located in the famous Yuyuan Commercial Tourism District. The company was established in 1995. The registered capital is 45 million yuan and the total operating area is nearly 10,000 square meters. It has now developed into a large-scale jewelry enterprise with two main stores in shopping malls and more than 30 branches covering all urban areas in Shanghai and four provinces of Jiangsu, Zhejiang, and Anhui. In 2011, the company's sales reached 800 million yuan. After 16 years of vigorous growth, the company's "Chenghuang Jewelry" brand has become a well-known brand in the domestic gold and silver jewelry industry. The company also owns many other well-known jewelry brands, such as: high-end jade brand "Jade Emperor", fashion pair rings The brand "Beloved Wedding Ring", the preferred brand for weddings "Fu" gold jewelry, as well as exquisite antiques and Buddhist beads brand "Shanggu", etc. In order to continuously expand the market, "Chenghuang Jewelry" has invested in the establishment of Shanghai Antiques Co., Ltd. and Shanghai Chenghuang Platinum Jewelry in recent years. Co., Ltd.'s two wholly-owned subsidiaries and Hangzhou Chenghuang Jewelry Co., Ltd.

China Jewelry and Jade Jewelry Yearbook 2012

Through years of dedicated management, the efforts of "Chenghuang Jewelry" have been rewarded. The company's

2012 The China Jewelry and Jade Jewelry Yearbook graphics and the "City God" word trademark were officially recognized as "China's Well-known Trademarks" by the State Administration for Industry and Commerce in 2011. The company is the vice-president unit of the China Jewelry and Jade Jewelry Industry Association. It has won the title of "Shanghai Civilized Unit" for six consecutive years. It is a famous commercial brand enterprise in China and a reliable demonstration store in the national jewelry industry. The company's products and services have also won honors such as China's Well-known Brand in the Jewelry Industry and Shanghai's Famous Brand Products.

China Jewelry and Jade Jewelry Yearbook 2012

2. Honest service and resolutely implement the "Three Truths" principle

Shanghai Chenghuang Jewelry Co., Ltd. has adhered to integrity since its establishment. business, try a new jewelry sales model, and jump out of the traditional jewelry retail industry development rules. The company relies on its unremitting exploration and practice, combined with the corporate culture of excellence and integrity, and the promotion and dissemination of "jade culture" as its driving force, to distinguish the company from the traditional bank business model.

The company always regards "integrity" as the source of its life and insists on integrating honest services into every aspect of corporate business activities. "Goods A and Goods B" were originally nicknames for natural jadeite and artificial jadeite injected with rubber in the jade industry, but the company has expanded its scope to cover all the jewelry, jade and precious metal ornaments it sells. We abide by the promise of "mark genuine prices, tell the truth, and sell genuine products" and "only sell goods A, not goods B", that is, we only sell genuine and good goods, not inferior or fake goods. However, to perfectly implement and implement the "Three Truths" principle, enterprises need to have strong technical strength and a complete management system to provide support. In order to ensure product quality, the company has successively introduced a large number of professionals to check at all levels.

For ordinary consumers, it is very difficult to distinguish the authenticity of jewelry and jade jewelry. As soon as you walk into Chenghuang Jewelry, you can see some special and eye-catching display cabinets: natural jade raw stones, artificially processed semi-finished products, and jade specimens that are processed to look like real ones; some marbles named "jade", with fake leather The white jade seed material is a fake seed material obtained by rolling the mountain material with a machine. These jade specimens, which are rare for ordinary consumers to see and easily confused with, are displayed generously in Chenghuang Jewelry. They are displayed for free and explained publicly. The staff also attaches detailed explanations next to each group of specimens and answers consumers' questions. related issues. Always insisting on "selling genuine products" is a manifestation of integrity, and it also shows a brand's honest and trustworthy business attitude.

2012 China Jewelry and Jade Jewelry Yearbook

2012 China Jewelry and Jade Jewelry Yearbook

3. Exploring the sustainable development path of the jewelry market with culture as a brand

“Non-renewable” is the characteristic of natural jewelry and jade jewelry. Therefore, in addition to working hard to ensure product quality, the company is also making its own efforts to actively cultivate a healthy, civilized, and sustainable jewelry and jade market.

Since its opening more than ten years ago, the company has launched a series of cultural activities with the purpose of spreading jewelry culture and enhancing consumer interest. By holding a series of large-scale jewelry and jade exhibitions such as the "Jade Dragon Cultural Exhibition", "Jade Museum", and "Platinum Diamond Cultural Exhibition", we will promote cultural exchanges of jewelry and jade between the two sides of the Taiwan Strait and the three places. "Chenghuang Jewelry" uniquely operates an annual "Two Cross-Strait and Three Places" jewelry and jade boutique exhibition, which has been successfully held for 11 times so far. Relying on the "jade culture", the essence of the Chinese nation's traditional culture, it has inspired the cultural excitement of "cross-strait and three places". Many jade enthusiasts and investors in the industry describe this exhibition as a gluttonous feast of jade culture. In 2012, the company raised another tens of millions of funds by itself to upgrade the "Jade Emperor" Jade Culture Museum into the Jade Branch of the Shanghai Gold and Jewelry Museum. The museum will exhibit more than 300 pieces of raw jade and nearly 100 carved pieces from various origins. Attached is a detailed introduction to the collection. The Jade Branch of Chenghuang Jewelry’s Shanghai Gold and Jewelry Museum will become the jade museum in China that displays the most complete types and occurrences of nephrite raw stones. The museum will display various nephrite specimens collected by the company over the years, as well as high-quality and precious jade raw materials. I believe that It allows visitors to have a more realistic and systematic understanding of nephrite.

4. Seek development through innovation and transform the corporate marketing model

The company focuses on store sales and combines various sales models such as e-commerce and auctions to seek innovative development.

4.1 Store sales breakthrough

The company realizes that relying too much on the head office will have great limitations on the company's development, so the company focuses on store expansion to achieve store sales breakthroughs. For store expansion, we will continue to implement the "dislocation" policy and achieve four things, namely, standard, requirement, quality and scale expansion, and gradually increase the company's market share.

China Jewelry and Jade Jewelry Yearbook 2012

In addition, the company will make every effort to build the "Jade Emperor" sub-brand. Taking the company's renovation of the Jade Emperor Culture Center in 2012 as an opportunity, it will apply for Shanghai Gold and Jewelry The Jade Branch of the museum has built "Jade Emperor" into a jewelry brand specializing in high-end jade.

4.2 Exhibition sales breakthrough

2012 China Jewelry and Jade Jewelry Yearbook

Chenghuang Jewelry participated in 11 large-scale weddings from 2010 to the first half of 2012*** Exhibition activities, the cumulative sales of the Wedding Expo have reached nearly 40 million yuan, ranking among the best among the same industries participating in various exhibitions. The company believes that in addition to continuing to make good use of the China Wedding Expo as a platform to achieve continuous growth in sales, it is also extremely important to make better use of this platform to enhance corporate brand influence.

4.3 Online Marketing Breakthrough

The future company’s marketing breakthrough will be in online sales (including TV shopping). In recent years, the online direct sales model has shown an increasingly prosperous trend, with large-scale shopping The emergence of websites such as Taobao Mall, Jingdong Mall, and Suning.com has had a huge impact on the real economy. Although the company also made plans for online sales in the past few years, it did not invest much in all aspects. The rapid development of e-commerce Development has exceeded our original imagination. To continue to have a strong ability to survive, the company must adapt to changes in various environments. The company has made strategic considerations in online sales. We will increase the share of online sales through the following two measures:

First, the company will promote jade products on Oriental CJ ??and use Oriental CJ ??to promote its products on both TV and the Internet. Focus on channels to further promote the company's brand.

Secondly, the company had already opened an online store of our "Zhaiai" brand on Taobao Mall as early as 2010. However, due to the relatively low popularity of the "Zhaiai" brand, the sales of this online store The amount is not ideal. In order to further increase online sales, the company will re-examine its online business strategy. In the future, the company may use the main brand "Chenghuang Jewelry" for marketing and promotion. Of course, we will form a "dislocation" between the products and the physical stores.

4.4 Breakthrough in fine auctions

The company has rich experience in organizing jade auctions and has successfully organized more than ten auctions in recent years.

We believe that when the market is in recession, auctions will become a benchmark for market recovery. We are confident and determined to continue to hold high-quality auctions. However, how to create new ideas for auctions, the linkage of VIP customers has become particularly important. When this company plans to organize auctions in the next three years, it will not stick to the format and will actively seek changes to meet the changing needs of customers. We may seek new venues, new auction methods, new categories of items, and even As a new auction company, we strive to organize auctions more innovatively, so that fine auctions will continue to be the highlight of Chenghuang Jewelry brand management.

5. The steady development of enterprises depends on a harmonious market environment

In recent years, many jewelry industries have developed rapidly. It is not at all unfair to describe the jewelry market across the country with numerous gold shops. Pass. However, we also hear negative news about jewelry from time to time, which seriously affects the purchasing confidence of consumers. Under such circumstances, we need to establish a harmoniously developed jewelry retail market. On the one hand, the company starts from product quality and strictly controls the purchase; on the other hand, it promotes knowledge about jewelry and jade to consumers and advocates reasonable consumption. Chenghuang Jewelry firmly resists the malicious competitive behavior of individual unscrupulous merchants regardless of the interests of consumers, and hopes that relevant departments can increase rectification efforts to ensure the harmonious development of the jewelry market.