Yao Runxiong
Jewelry is an ancient sunrise industry. It is ancient because it has a history of thousands of years. It is said that Chaoyang has great market potential because of decades of gaps. The jewelry industry is expected to be the third hottest industry in the domestic economy after real estate and automobiles. Since the early 1980s, especially after entering the 21st century, China's jewelry industry has achieved unprecedented development. my country's consumption of gold, platinum, diamonds, silver, jade, jade, colored gemstones and other products ranks among the top in the world, and has become the world's leading country. It is a major jewelry processing country and one of the most important jewelry consumer markets in the world. China's jewelry consumption already occupies an important position in the world, and the trend of the Chinese market will directly affect the trends and prices of the international market. In just over 20 years, Shenzhen's more than 2,000 jewelry companies account for more than 70% of the country's market share, making Shenzhen a veritable jewelry manufacturing and trading capital in China. Among thousands of jewelry companies, Jin Tai Fook Jewelry is not the best among them. However, Jinda Fook Jewelry, which has been awarded "China Famous Brand" and "China Famous Trademark", has always been at the forefront of the trend and is committed to becoming the leader of national jewelry culture.
In the course of thousands of years of history, gold jewelry has served more of the functions of currency and reserve. It is a luxury product for dignitaries. With the reform, opening up and economic development, it has "flyed into the world". Ordinary people’s homes.” In the past 20 years, China's jewelry industry has truly ushered in a "late spring" and gradually developed into an important part of the national economy. Jin Dafu Jewelry was born under this economic background.
1. Be established by trust and prosper by virtue
"The best is like water, and virtue is carried by virtue." As a summary of Chinese virtues, it has always been the highest moral realm advocated by people with lofty ideals. Based on this, Jinda Fook has always implemented the principle of "building on trust and building on virtue" in the process of building the brand, making it an important part of the brand strategy.
China Jewelry and Jade Jewelry Yearbook 2012
Revolving around the principle of "establishing with trust and prospering with virtue", Jin Tai Fook must gain trust in the market. In the jewelry industry, connections and credibility are valued. Every transaction link in the industry chain, including jewelry procurement, production and processing, wholesale and retail, places great emphasis on credibility. Sometimes even transactions worth millions of dollars go without a contract being signed. In the jewelry circle, jewelers often need to have extensive interpersonal relationships in order to become stronger and bigger. In order to establish trust among peers and win the trust of consumers, Jinda Fook Jewelry has vigorously carried out infrastructure construction work, focusing on laying a solid foundation for the Jinda Fook brand in talent, equipment, quality, and market.
First of all, as an innovative enterprise, in order to maximize artistic creativity and provide high-quality services, it requires a large number of high-level talents. To this end, Jinda Fook has established a talent strategy to recruit industry talents from all over the country. So far, middle and senior management, R&D, designers and senior technicians account for more than 70% of the total employees. In order to ensure continued talent demand, Jin Dafu has established in-depth cooperative relationships with the jewelry majors of many domestic universities and colleges, and has accumulated a large number of outstanding talents.
Secondly, with first-class talents, we must also have first-class equipment, so that we can produce first-class products. To this end, Jinda Fook has spent huge sums of money to introduce a series of new equipment and techniques for gold and silver jewelry processing, testing, jewelry and diamond cutting and grinding from Italy, Singapore, Germany, Hong Kong, China and Taiwan, and to implement the whole process of style design. The model of combining personal creativity with CAD-assisted design lays a solid foundation for creating art treasures.
Jindafu Jewelry is also the first "dual-certified" jewelry enterprise in the industry to pass ISO9001:2000 quality system certification and ISO14000 environmental system certification.
Based on "dual certification", during the production and processing process, we also creatively proposed and implemented a quality assurance system of "all-staff quality inspection". In this system, all quality inspectors of the previous process are responsible for the next process. , in accordance with the quality model of "single the best" to ensure that unqualified semi-finished products will never flow on the production line; the company's R&D center also hires authoritative experts in the industry with high salaries to carry out process innovation, gradually transforming the original traditional, non-standard, non-size handmade Technological innovation is carried out in workshop-style operations, and full computer control of the production process is adopted to achieve a scientific, standardized and standardized modern production model.
If you want to be good at your skills, you must first sharpen your tools. Kim Tai Fook has always invested a lot of manpower and material resources in infrastructure construction. We would rather lose a lot of money to consolidate the foundation of Kim Tai Fook. Only in this way can we inherit and carry forward the extraordinary wisdom and creativity of the national jewelry culture to the greatest extent, and strive to make Kim Tai Fook every day. Each product has become an art treasure, in order to win the hearts of customers and realize Kim Dae Fook's creed of "Establishing by trust and prospering by virtue".
It also has great advantages in the sales network. The sales network covers the whole country, and its tentacles penetrate into the wholesale and retail markets across the country. The marketing models are diverse, with direct-operated stores and franchise stores coexisting, chain-operated specialty stores, Special counters and shop-in-shops of large department stores.
2012 China Jewelry and Jade Jewelry Yearbook
On January 15, 2010, the trademark "Kingtaifook and Pictures" held by Shenzhen Kingtaifook Jewelry Co., Ltd. was officially recognized as "China's Well-known Trademark". Prior to this, in 2006, "Kingtaifook and Pictures" had been awarded the title of "China Famous Brand Product". As a result, it has become one of the few domestic jewelry brands that combines "China's Well-known Trademark" and "China's Famous Brand".
2. Committed to national jewelry culture
Essentially speaking, whether it is diamonds, jade, or colored gemstones, all jewelry is natural minerals collected by people and has no value in itself. , it is human beings who endow it with cultural connotation, which gives it the vitality of civilization. Therefore, if you leave culture in this industry, you will lose your soul. To have vitality, you must build the carrier of the soul - the brand. Cultural connotation is the root of brand life, and cultural accumulation is the foundation for brand growth. The more cultural connotations injected into economic activities, the higher the grade and added value of products in material production will be, the stronger the competitiveness will be, and the better the benefits will be. For a famous brand product, the product is its flesh and blood, and culture is its soul. The flesh and blood gives the soul, just like the cultural value is added to the material value, and the added value of culture is often several times or even dozens of times higher than the product itself. American economist Jeremy Rifkin predicted that "the journey of capitalism, which begins with the commodification of products and property ownership, will end with the commodification of human culture itself." It can be said that the development of the cultural economy is The inevitable result of the development of social material civilization. In the cultural vision of Jin Dafu Jewelry, every piece of jewelry contains a reflection of our lives, the accumulation of five thousand years of history, and the needs and requirements, ideals and wishes of people of our nation for life. It includes the thoughts and theories of our national philosophy, our recognition and compliance of ethics, morality and order, and monetary value and other elements. As a jewelry company, the core value is reflected in allowing lifeless gold jewelry to shoulder the mission of inheriting history and promoting culture through cultural creativity.
2012 China Jewelry and Jade Jewelry Yearbook
Promoting and leading the development of the jewelry industry from a cultural perspective is exactly the value of Jinda Fook Jewelry as an excellent jewelry company and historical mission. Being awarded the title of "China's Famous Trademark" and "China's Famous Brand Product" is the full recognition by national authorities and consumers that Jinda Fook Jewelry has always been committed to the cause of national jewelry culture.
3. Accurate positioning and market segmentation
The diversification of culture has brought about the development trend of diversified jewelry consumption varieties. In addition to traditional gold jewelry, jade and jade products , platinum, palladium jewelry, diamond, gem-set jewelry sales growth is also very obvious.
Jinda Fook Jewelry caters to the market demand and has formed jade, colored treasures, diamonds, online shopping and other jewelry brands targeting different audiences. Through market segmentation, it accurately locates the target groups and has established brands including Jinda Fook, Jade Story, Ainani, Magnolia Gongshe and other jewelry brand clusters. Jindafu Jewelry has developed into a large-scale jewelry enterprise integrating R&D, design, production, and marketing services. Its business segments cover various types of jewelry such as gold, K gold, platinum, diamonds, and jade. It owns three large-scale jewelry companies. Factory and a jade jewelry processing and marketing center, its comprehensive strength ranks firmly in the leading position in the national jewelry industry.