Zheng Gengjian
In 2012, the jewelry market began to enter a long period of weakness. Although terminal consumer demand is still increasing, the rapid development of jewelry terminal stores and the increasing market competition Fierce, the development speed of Shenzhen jewelry companies that connect to terminal brands is no longer as fast as before. Coupled with the intensifying price war, the high-end process of the industry is slow. In such an environment, jewelry companies can only find new ways to pursue their own interests. Make great progress.
In such a depressed environment, Shenzhen Ganlu Jewelry Co., Ltd. (hereinafter referred to as "GANL'U Ganlu Jewelry"), established in the 1990s, through efforts and innovation in 2012, with the help of jewelry The macro policy of industrial upgrading and industrial transfer has successfully completed the diversified expansion based on the jewelry industry, and gradually developed the business from the initial jewelry production and wholesale business to a jewelry enterprise trend leader, integrating jewelry R&D, design, manufacturing, and product development. A group enterprise integrating operation, brand management and commercial real estate.
In 2012, when the jewelry industry seemed to be in recession, Manlu still maintained a strong expansion trend, and was remarkable in both traditional jewelry business and industrial service projects. As a diversified enterprise group, Ganlu's business is divided into the following systems: first, the GANL'U Ganlu system focuses on product design and wholesale, secondly, the ADK brand system with terminal retail business as its core, and thirdly, Yulong Villa’s high-end jade brand, the fourth is the Zhengfu International Mall system, a professional promotion platform centered on high-end jade, colored gems, and white jade, and the fifth is Li Lang International Jewelry Industrial Park and Golden Apple Headquarters Base. The business covers traditional jewelry business and industrial service projects. With its wide coverage, numerous businesses and rapid development, it is a rare enterprise in the jewelry industry.
China Jewelry and Jade Jewelry Yearbook 2012
1. Rooted in the traditional jewelry business and continuous innovation and development
Currently, the traditional businesses of GANL'U Group include There are three major businesses: retail franchise, production wholesale and high-end jade brand. In 2012, ADK, as a brand under GANL'U Ganlu Group that focuses on retail franchise business, started a direct operation pilot, paving the way for a new round of direct operation expansion. During the active exploration, ADK In the past year, Kang brand has continued to break through itself and quickly completed the brand's consumer recognition. Firmly establish the industry leadership position as "China's first K gold company" and bring ADK's luxurious taste to consumers everywhere.
China Jewelry and Jade Jewelry Yearbook 2012
ADK attaches great importance to the quality of jewelry works and constantly introduces new ones. Many of its products have been widely recognized by consumers and have a A group of loyal fashion followers. It is understood that on the basis of understanding market information, ADK introduces international advanced technology and hires well-known jewelry designers to design fashionable, novel and unique jewelry for consumers. In 2012, ADK steadily implemented the core concept of "private jewelry consultant" and began to provide customers with one-on-one high-level private jewelry consulting services, providing customers with customized jewelry consumption packages, and in terms of after-sales service New improvements have been made, becoming a symbol of high-quality and efficient service, and developing steadily.
As the "GANL'U Ganlu" brand under the GANL'U Ganlu Group, it focuses on the wholesale field. It has the status of a designated manufacturer and supplier of the World Gold Council, the International Platinum Association, and the International Palladium Association. Appear in the public eye as a "global jewelry supplier". The main business of GANL’U Manna System covers yellow (K) gold, platinum, palladium, jewelry inlaid jewelry and "Yulong Villa" jade and other types of multi-brand series products.
In 2012, GANL'U took advantage of the trend to launch the "one-size-fits-all" [Smart] trend, promoting jewelry in the fields of fashionable K gold, perfect platinum, diamond inlays, and PT950 without solder leakage technology. The concept of "one model for many wears" of jewelry, at the same time, "one model for many wears" has been registered as a trademark of GANL'U Ganlu Jewelry.
The emergence of the jewelry design concept of "one piece for multiple wears" has realized the perfect transformation of one piece of jewelry suitable for multiple occasions. Each piece of jewelry can be customized according to the consumer's mood, clothing and even the occasion. It can be changed at will to meet the wearing needs of consumers at different times and on different occasions. Owning one piece is equivalent to owning multiple pieces, interpreting the unique beauty of simplicity and luxury, and providing the possibility for jewelry to transform from high-end luxury goods to "economic jewelry". At the same time, it also meets the diversified needs of jewelry culture and triggers the "one model for multiple wear" trend in the jewelry market.
As one of the few high-end natural jade suppliers in China, all jewelry at Yulong Villa uses top-quality natural jade raw materials and is designed by experienced designers based on the characteristics of each piece of raw material. Create works that best reflect the advantages and characteristics of the raw materials themselves, and then carefully carve them by the hands of jade carving masters. Starting from the details, each work is given a unique value concept. Each work is a combination of perfect quality and exquisite craftsmanship. , which combines ornamental value and collection value.
Positioned as a high-end natural jade brand, Yulong Villa has been highly praised by customers for its high-end quality since its establishment. With the spread of word-of-mouth among customers, Yulong Villa is now attracting customers from all over the world to choose from, and the customer base is still expanding.
2. The rapid expansion of commercial real estate and industrial real estate
If we say that the in-depth development of traditional jewelry business and the continuous subdivision and exploration of business modules are the key factors of GANL'U Ganlu Jewelry's "global jewelry" The most basic reason why GANL'U's identity as "supplier" stands in the Shuibei jewelry business circle, then the expansion of the industry is another reason why GANL'U's competitiveness continues to increase.
On September 13, 2011, GANL'U Ganlu Group officially set foot in commercial real estate, and wholly-owned created a high-end jade, colored treasure, and white jade promotion platform - Zhengfu International Mall, which is positioned as an international high-end jade, The professional platform for colored treasures and white jade came into being under the inevitable trend of Shuibei jewelry development. It enhances the overall image with a unique experience method and an open environment, and realizes the perfect transformation from industrial cluster to industrial upgrade.
China Jewelry and Jade Jewelry Yearbook 2012
In 2012, Zhengfu International Mal officially introduced the jewelry concept of "for collection, and to treasure for generations" in its promotion, bringing jewelry consumption to Raise it to the level of luxury value-added, introduce the concept of "Excellence·Quality·Value·Inheritance" in jewelry culture into the promotion of Zhengfu International Mall, promote platform optimization and upgrading, advocate the value-added of jewelry products, interpret luxury culture, and become an industry leader Develop new impetus.
When the overall market conditions are not ideal, Zhengfu International Mall has achieved the survival of the fittest within the platform through its own efforts, further optimized the platform, and achieved brand upgrade. Through a series of promotion and publicity, it has enhanced its own attractiveness, further expanded the development platform of jade, colored gems, and white jade, realized the luxury upgrade of Zhengfu International Mal in 2012, and attracted many well-known brands to compete in the hotel. Among them are big brands such as Jianxingli and Guoyu, "the first jadeite company in China", as well as specialty merchants such as Xinhe Ornaments, Hongkun Jadeite, Deyulou, etc., which have injected fresh blood into the development of Zhengfu International Mall and brought benefits to the merchants who have settled there. It has created new customer sources, added new impetus for the development of Zhengfu International Mall, and greatly promoted the diversified development of Zhengfu International Mall.
2012 China Jewelry and Jade Jewelry Yearbook
3. Golden Apple Headquarters Base Promotes the Rise of the Headquarter Economy of Jewelry Enterprises
October 18, 2012, by GANL The Golden Apple Headquarters Base, a five-star industrial base wholly-owned by 'U Ganlu Jewelry that mainly serves strategic industries, made its debut at the "Buji Key Park Investment Promotion Conference" and cooperated with the National Jewelry and Jade Quality Supervision and Inspection Center, China University of Geosciences (Beijing) Jewelry Institute and well-known jewelry companies officially signed a contract, which kicked off the development of Shenzhen’s jewelry industry headquarters economy, paved the way for the transformation of China’s jewelry industry from “industrial clusters” to “industrial clusters”, and started the development of China’s jewelry industry. New Era.
For Chinese jewelry, look to Shenzhen, and for Shenzhen jewelry, look to Shuibei. With the continuous development of the jewelry industry, the traditional Shuibei area can no longer meet the ever-expanding Shenzhen jewelry industry, which has pushed Shuibei jewelry companies to start looking for new ways out. At present, Shenzhen's jewelry industry has gradually dispersed from the original Shuibei jewelry industry cluster. Li Lang International Jewelry Industrial Park has absorbed some jewelry companies' production bases and moved in. At the same time, some jewelry companies' production bases are distributed in the surrounding areas of Shenzhen, forming a It formed the prototype of Shenzhen’s jewelry industry development community.
With its superior geographical location, complete supporting facilities, five-star infrastructure, and the strong attraction of gathering industry elites, the Golden Apple Headquarters Base has successfully ignited the "headquarters economy" of the Shenzhen jewelry industry development. The development of the headquarters economy is an inevitable trend for the development of Shenzhen’s jewelry industry. With the upgrade of Li Lang International Jewelry Industrial Park, the jewelry production and manufacturing industries have moved to Li Lang, providing the necessary prerequisites for the commercialization of Shuibei Jewelry. At the same time, the trend of commercialization of Shuibei jewelry has promoted the further optimization of headquarters management of jewelry companies, successfully igniting the prairie fire of the rise of headquarters economy.
4. Explore the diversified expansion path of GANL'U Ganlu Jewelry
Under the current industry development situation with many obstacles to industry development and shrinking profits, GANL'U Ganlu Group can complete the development of the brand Diversified expansion and steady development are by no means inevitable. The path of diversified expansion is a major decision made by GANL’U Manna Jewelry based on years of development, summarizing successful experiences, and conducting in-depth investigations into the jewelry industry.
Having more than ten years of development experience as the "foundation", it is also because of the support it has received from many aspects. It is based on the actual development of the domestic jewelry industry and relies on the jewelry industry to gain insight into the current development status of the industry and conduct in-depth research on itself. After developing advantages and disadvantages, GANL'U Ganlu Jewelry launched the corporate development strategy of "diversifying strategic extension around the jewelry industry", which is the most basic prerequisite for the success of the industry's diversified expansion.
The development of an enterprise cannot be separated from the accurate decisions of upper-level leaders, let alone a professional team full of energy and courage to innovate. During many years of development, GANL’U jewelry has a professional design, research and development, and promotion team. Fashion-leading and unique design concepts, marketing strategies based on the current consumption situation, and professional and high-quality sales teams are all forces that cannot be underestimated on the road to success of GANL'U Manna Jewelry, and have become a "Ganlu Team" that cannot be ignored in the jewelry industry. .
In the process of exploring the success of GANL’U’s diversified expansion of the jewelry industry, it is not difficult to find that “innovation” is one of the design concepts and corporate culture that it has always adhered to. According to GANL’U, innovation is the most important prerequisite for enterprise development. Only by adhering to the concept of innovation and constantly bringing forth the new, concept innovation, process innovation, and design innovation. At the same time, integrating theory with practice and formulating a development path that is truly in line with the actual development of the enterprise and suitable for itself, and being able to closely integrate its own development with the needs of consumers and the development of the industry, is the key to the current slow growth and chaotic market in the jewelry industry. The best way to achieve rapid development under the current situation.
Road
2012 China Jewelry and Jade Jewelry Yearbook
From production and manufacturing to large-scale wholesale and direct sales, from fashionable K gold, perfect platinum to high-end natural jadeite, from the water shell market to entering the In the international market, from the development of the jewelry industry to the rapid rise of commercial real estate and industrial real estate relying on the jewelry industry, under the guidance of the diversified development strategy rooted in the jewelry industry, the business scope of Ganlu Group has gradually covered the entire jewelry industry chain. The upper, middle and lower reaches realized group operations in just one year in 2012 and completed their own diversified expansion around the jewelry industry.