Huang Bingbiao
1. Enterprise development overview
Shenzhen Cuilu Jewelry Group Co., Ltd. was established in August 1996 with a registered capital of 30 million yuan. It is a large-scale jewelry enterprise specializing in the design, development, production, processing, wholesale, retail and self-operated import and export of gold (Au), platinum (Pt) and inlaid jewelry. It is one of the first comprehensive member units of the Shanghai Gold Exchange and one of the seven board member units. It is also one of the 33 companies that can provide standard gold ingots on the Shanghai Gold Exchange. The standard gold ingots produced can be listed and traded. The annual standard gold ingots are The production capacity can reach 80 tons.
At present, the domestic marketing network has spread across more than 90 urban areas at the prefecture level and above across the country, forming a strong penetration of regional sales, provincial agents, prefecture-level agents, franchise stores, and self-operated stores. With a three-dimensional marketing network, almost every city has emerald jewelry products.
The company has successively won honorary titles such as "China Famous Brand Products", "China Famous Trademarks", and "National Advanced Group in the Gold Industry". It has passed ISO9001 and ISO14001 management system certifications, and has obtained more than 200 patents of various types. It has successively become the first batch of (comprehensive) members of the Shanghai Gold Exchange, a manufacturer and promoter designated by the World Gold Council and the International Platinum Association, a manufacturer and distributor of precious metal products for the 16th Asian Games in 2010, and precious metals for the 2010 Shanghai World Expo. Designated supplier of products.
It owns many brands such as "Emerald", "Xuanwujin" and "Emerald Workshop". The "Dazzling Gold" series of fine products carefully developed by Cuilu Company relies on its international fashion and cultural concepts, the creative inspiration of French Art Deco and European cutting-edge gold-making technology to give pure gold jewelry a new style, which has aroused enthusiastic response since its promotion across the country. , has been recognized by industry insiders and enthusiastically sought after by consumers. According to a survey conducted by a third-party consulting agency on 100 retailers selling "Xuanwu Gold" pure gold products in Northeast, Central and East China, it was found that the sales volume of each store is increasing year by year, with the highest increase reaching 62.3 and the lowest increase reaching 31.5. It is undisputed that "Xuanwu Gold" has become a sales star and dominates the gold jewelry market everywhere.
China Jewelry and Jade Jewelry Yearbook 2012
2. Enterprise advantage strategy
Summarizing years of operating experience, the company develops from the following strategic directions to establish a Invincible in the industry.
2.1 Product structure
The company's products have formed a diversified product structure with "yellow and platinum jewelry as the main products, supplemented by inlaid and jade jewelry". It not only ensures a diversified product structure with complete categories, diverse styles and novel colors, the diversified product structure greatly attracts the attention of customers and greatly promotes the company's business expansion; it also ensures the advantageous development of the company's yellow and platinum products. .
2.2 In terms of culture, the company has paid special attention to the cultivation of corporate culture since its establishment, and has regarded the construction of corporate culture as a vital strategic goal of the company.
It has continued to deepen and improve, and persisted in The "people-oriented" management style has always been adhering to the business philosophy of "honest management, striving for excellence" and the business policy of "customer first, quality first".
2.3 Process technology
The company has introduced international advanced technology and equipment since 2007, and adopted a series of advanced processing technologies such as "cold rolling" and "laser seamless welding". By improving the hardness of gold without changing the fineness of pure gold, we successfully developed "Xuanwu Gold", a global pure gold jewelry brand that leads the source of gold jewelry, breaking the soft texture of gold and its impact on the production of gold jewelry. restrictions. In addition, the existing polishing process in the inlay factory has replaced the original acid-explosion process, which avoids the harm of strong acid to the human body and its pollution to the environment; the improvement of electro-gold (plating) technology, the improvement of recycling technology, and the improvement of welding technology The improvements have made many innovations and reforms in improving the working environment of employees, increasing production efficiency and protecting the environment.
2.4 Production implementation capabilities
In recent years, the company has paid special attention to the continuous improvement of information construction, process management and quality control, thus greatly improving the company's production and distribution capabilities. The company's annual production capacity of ordinary jewelry has reached 50 tons, its daily production capacity of gold bars has reached more than 200kg, and its annual production capacity of providing standard gold ingots to banks has reached more than 100 tons.
3. Analysis of the development environment of the jewelry industry
Shenzhen is the gathering place for the largest and most influential jewelry industry in China. It is also a gathering place for well-known domestic and international jewelry companies. As Shenzhen is adjacent to Hong Kong, the financial center and gold trading center of Asia, the manufacturing and trading volume of gold and other precious metals has increased year by year. Shenzhen has now become a veritable "Jewelry Capital" in China.
China Jewelry and Jade Jewelry Yearbook 2012
As a capital-intensive and labor-intensive enterprise, the jewelry industry has a low technical threshold, which makes the competition in the entire industry very fierce. Many, many brands. However, there are few companies with certain strength and strong brand advantages. The jewelry industry is relatively homogeneous, with similar business models, product quality, and product design, resulting in fierce competition. Shenzhen jewelry companies are required to find new development space in terms of product innovation, product segmentation, and sales channels.
The current global economy is in turmoil and the economic situation is not optimistic; manufacturing companies are returning to the mainland, and the domestic jewelry industry’s labor costs and employee turnover rates are increasing, which have become unfavorable factors restricting the development of jewelry companies.
However, Shenzhen’s jewelry industry has developed steadily with the strong support of the government. Shenzhen has now become the display and sales center, manufacturing and processing center and trading center for Chinese jewelry. Shenzhen accounts for 70% of the national market for both gold ornaments and jewelry, and about 7.2% of global jewelry gold consumption. Shenzhen has become the leader in the domestic gold jewelry industry.
4. The company’s plans and expectations for future development
(1) Continue to optimize product structure, product culture, process technology, information construction, process management and quality control, etc. Business;
China Jewelry and Jade Jewelry Yearbook 2012
(2) In terms of brand building, China does not have a world-renowned brand that can compete with developed regions in the foreign jewelry industry. With the strengthening of world economic exchanges, foreign brands continue to impact and drive the development of China's jewelry industry. Jewelry companies must make brand building their top priority in the future. The Shenzhen jewelry industry currently has many Chinese famous brands and well-known Chinese trademarks. It hopes to focus on developing a number of famous brand products and enterprises with high technical content and large market potential through the efforts of the enterprises themselves and the directional support of the government and industry associations to support Qualified enterprises and products strive to become internationally renowned brands.
(3) Promote the industrial transformation and upgrading of enterprises. The company has always been based on production and manufacturing, focusing on product quality and second- and third-level dealer services, and has established a good reputation in the industry. However, efforts must be made from the aspects of brand building and cultural added value enhancement. When the products reach the end of the market, consumers will have a clearer understanding of the brand and products. In particular, jewelry culture can bring deeper enjoyment and enjoyment at the spiritual level. Pleasure, thereby increasing the added value of products, which is the basis for achieving transformation and upgrading.
(4) If the jewelry industry wants to maintain its rapid development, the government needs to increase its support for the jewelry industry and increase fiscal and financial support for industrial clusters. Coordinate the support policies of relevant government departments to form a joint force to support the development of industrial clusters. Existing special financial funds should be tilted towards public service platforms and leading enterprises in industrial clusters. Regions with favorable conditions can set up special funds for the development of industrial clusters, focusing on the construction of industrial cluster development environment. Strengthen the docking and cooperation between industrial clusters and various financial institutions, and build a new financing platform for industrial clusters. Give full play to the role of national development finance in county economic development, and improve support measures such as foreign investment, import and export credit, and export credit insurance.
The jewelry industry is a capital-intensive and labor-intensive industry. The important factors restricting the development of the jewelry industry are capital, technology and talents.
It is recommended that the government increase the encouragement of technological innovation and new product research and development in terms of technology, and strengthen the expansion and tilt of professional and technical talents such as jewelry processing and appraisal and other related teaching materials in terms of talent allocation, so as to provide more outstanding talents for jewelry companies and The sustainable development of the jewelry industry is guaranteed by continuous innovation and talent.