King Zhang

In 2012, the fiscal and financial crisis in the European Union further expanded. The increase in the U.S. fiscal deficit led the government to reduce spending, and the inflation problem became more obvious, which led to the economic collapse of emerging economies. Growth begins to slow. As a result, under the dual pressure of continued weakness in the international market and downward pressure on my country's economy, my country's jewelry companies are generally facing severe challenges of survival and development, transformation and upgrading. Here we will try to talk about the current situation and development strategies of Huachang Jewelry based on the following four points.

1. Challenges faced by jewelry companies

The current challenges faced by jewelry companies are that in addition to objective factors such as a weak economic environment and fierce competition in the industry market, the companies themselves are not adaptable to the global economy. Globalization of the economy, weak product innovation, backward business and management models, poor capital operations, and lack of talent are also common subjective reasons.

In the field of gold and jade inlays alone, there are thousands of large and small jewelry companies. Most of them saw the popularity of gold and jade products from Huachang Jewelry and other companies and rushed in, which once caused A lively or "prosperous" market scene. However, due to differences in financial support, technical level, quality control, business philosophy, corporate vision, etc., it has not only resulted in serious homogeneity of gold and jade inlaid products in the market, uneven quality, chaotic pricing, and poor competition order, but also has caused As a result, many jewelry companies in this sub-sector are unable to develop or are stagnant or unsustainable. This should be similar in other segments of the jewelry industry.

2012 China Jewelry and Jade Jewelry Yearbook

2. Advantages of Huachang Jewelry Company

2.1 Brand Advantage

Huachang Jewelry 1938 Founded in Shanghai in 1998, the company was established in Putian, Fujian in 1998. Its core skills inherited from five generations - "Huachang's gold, silver and gold jade inlay technology" originated in Hong Kong in 1902. The company now has 6 centers and 6 stores Factory, 3 subsidiaries and 10 branches. "Huachang Jewelry" has successively won the titles of "China's Famous Trademark", "China's Time-honored Brand", "China's No. 1 Gold and Jade Brand", "China's 500 Most Valuable Brands", and "China's Most Valuable Brands". "China's top ten light industry arts and crafts" and other heavyweight honors; "Huachang's gold, silver and gold and jade inlay technology'" is an intangible cultural heritage project of Fujian Province and a national intangible cultural heritage application project. It is the field of gold and jade inlay in China's jewelry industry.

2.2 Technical Advantages

"Huachang's gold, silver and gold jade inlay technology" has been passed down from generation to generation for more than 70 years. , now exudes even more dazzling brilliance. As the only "Chinese time-honored" enterprise in the jewelry industry in Fujian Province, Huachang Jewelry has the only provincial technology center in the jewelry industry in Fujian Province, and has established and led the national jewelry standardization. Technical Committee Inlaid Jewelry Sub-Technical Committee works. The "Regulations on the Fastness of Thousand Pure Gold Inlays" formulated by Huachang has been determined as the general standard for the national jewelry industry. The innovative technology has filled the gaps in the industry, and the technical advantages are at the leading level in the industry. It has been rated as Fujian Province "Provincial Innovative Pilot Enterprise"

China Jewelry and Jade Jewelry Yearbook 2012

Huachang people have always adhered to the philosophy of "people-oriented, dedicated service, quality foundation, and credibility to win". Quality policy and business philosophy, strict control of production and quality. Gold and silver is a craft that relies on pure handwork. The craftsmanship is very delicate, difficult and time-consuming. Huachang Jewelry insists that every fine product is purely handmade. Carefully crafted, Huachang's gold and jade products are widely praised by consumers and peers, and Huachang's craftsmanship is ranked first in the entire jewelry industry.

2.3 Cultural advantages

< p>Huachang gold and jade inlaid products are not a simple division of gold and jade. They are a perfect combination of gold and jade. They are a tribute and interpretation of traditional Chinese culture. They are also a summary and sublimation of Chinese classical art, symbolizing the good relationship between gold and jade. Noble, auspicious and otherworldly, it has always been loved by the Chinese people. In August 2012, Huachang Jewelry won the title of "Top Ten Cultural Enterprises in Fujian Province in 2011", which fully affirmed Huachang Jewelry's contribution to the construction of jewelry culture in Haixi and even the whole country. contributions to the field of promotion.

At the same time, Huachang Jewelry has worked hard to build a 3,600-square-meter "China Gold and Jade Creative Cultural Industry and Standardization Promotion Center" and "Gold and Jade Boutique Museum" in Shanghai, aiming to Promote the gold-inlaid jade culture and products to consumers across the country, and continue to inherit and develop the Chinese "gold-inlaid jade" culture and technical achievements.

Huachang Jewelry's gold-inlaid jade products continue the palace craftsmanship of the Qing Dynasty, and have mastered world-class gold and jade inlay technology. Its value cannot be understood simply by the concept of gold investment. The relatively low-end gold and jade inlaid products currently on the market will be affected by the price trends of gold and jade. However, Huachang's gold and jade inlaid products have the advantages of strict technological requirements, high art collection value, and strong wearability. The added value of products is minimally affected by price fluctuations in the material market.

2.4 Operation and management advantages

In terms of hardware construction, Huachang Jewelry has built a high-standard factory covering an area of ??100 acres and a total area of ??more than 20,000 square meters, and introduced Domestic and foreign advanced standardization, modern processing and production lines, advanced all-round digital product testing systems and complete measurement systems, and have established rigorous testing institutions and modern measurement rooms to ensure normal operation; in terms of software construction, Huachang Jewelry has introduced , Build an information management system and adopt a model that combines standardization and informationization.

In terms of operation and management, Huachang Jewelry has introduced the ISO9001:2000 quality management system, ISO14001:2004 environmental management system and OHSMS18001:2001 occupational health and safety management system, and carried out in-depth performance excellence management; in terms of development planning , Huachang people adhere to the brand management route, establish a complete service system and terminal management team, put culture in a prominent position in brand building, fully implement the "365 service model", take the customer as the center, and aim at a win-win situation. Through flexible marketing and service methods, we establish and improve customer relationship management, injecting deeper, broader, and updated cultural connotations and more added value into our products.

3. The innovation and achievements of Huachang Jewelry Company

As the inheritor and protector of the intangible cultural heritage project "Huachang's gold, silver and gold and jade inlay technology" , Huachang Jewelry regards the inheritance and development of this traditional skill as its own responsibility. For more than 70 years, Huachang people have spared no effort to inherit this traditional skill and strive to cultivate the fifth generation of skill inheritors; at the same time, Huachang Jewelry It attaches great importance to the innovation of products, technologies and business concepts, and adopts the model of "industry, academia and research" alliance to sign the "Mosaic Jewelry Standardization Alliance" with the Fujian Provincial Institute of Standardization; it also cooperates with China University of Geosciences (Beijing) Jewelry School and Fudan University Shanghai Vision The School of Fashion Design of the School of Art has signed a "Technology Research and Development Alliance".

Initiated by Huachang Jewelry, it took the lead to establish a "Cross-Strait Interoperability Standards" cooperative relationship with the Taiwan Jewelry Industry Association of China, which has had a positive significance for the jewelry industry on both sides of the Taiwan Strait; Huachang Company established a provincial-level enterprise On the one hand, the technology center strives to absorb the profound connotation of Chinese culture and the essence of traditional crafts. On the other hand, it vigorously draws on advanced design concepts and fashionable expression techniques from Europe, America, Japan and South Korea, and combines the "Huachang'" passed down by the founder of the company, King Zhang, to the fourth generation. "Integrated gold, silver and gold jade inlay craftsmanship", constantly introduce new industry representative products that combine the beauty of Chinese tradition and international fashion, and are rich in Huachang characteristics.

2012 China Jewelry and Jade Jewelry Yearbook

"Huachang's gold, silver and gold and jade inlay technology" has been selected into the provincial intangible cultural heritage list, and its products and craftsmanship have been awarded national There are 3 invention patents, 2 utility model patents and 39 appearance patents issued by the Intellectual Property Office.

The product lines of Huachang Jewelry mainly include gold-inlaid jade series, jade-inlaid gold series, pure gold-inlaid natural and synthetic gemstone series, jade carving series, etc. It has launched "Jinyu Heming", "Jinyu Wushuang" ", "Twelve Flower Fairies", "囍上门", "Xia Ke", "Meet Happiness", "Aulani" and other dozens of product categories, and major new product series have been launched gorgeously. At the 2012 Shenzhen International Jewelry Exhibition, Huachang took advantage of the opportunity to hold a press conference for the new "Aolani" series of colorful treasures, and also displayed various sets of gold and jade inlaid products.

For example, the "Fu Zhi" gold and jade staggered bamboo slips series; the "Cheng Xiang" gold and jade staggered folk custom series; the "Good Luck·Lai" gold and jade staggered luck series; the "Hui Guang" gold and jade staggered ancient invention series; and the "Rainbow Sweetheart" (colorful treasure) Series; "Chinese Kowloon" (gold and jade) series...

4. Future development plan of Huachang Jewelry

In the future, Huachang Jewelry will continue to carry forward the century-old "gold inlaid with jade" The exquisite skills of jewelry design, accelerating the strategy and positioning of combining product "research and development design" with "life aesthetics", and paying more attention to the "aestheticization of daily life" in jewelry design, that is, directly introducing aesthetic attitudes into real life, so that the daily life of the public can be Filled with more and more artistic qualities. At the same time, more emphasis is placed on the "new perspective on traditional culture" of brand connotation, focusing on the extension of the Huachang brand, and trying to eliminate the boundaries between art and daily life; focusing on "quality strategy" and "artistic self-discipline", Huachang's design team has consistently It advocates "continuously denying oneself", starting from the aspects of structure, color, humanization, imagination, etc., boldly trying, creating high-quality products, and leading the trend, but rejecting unreasonable conjecture or artificiality.

Huachang Jewelry has always been committed to inheriting, disseminating and reviving the craftsmanship and culture of "gold inlaid with jade". Through its own high standards and strict requirements, it continues to standardize and innovate, driving Chinese jewelry brands to the world; constantly sorting out , compile and improve "Huachang Jewelry. Historical Genealogy of Gold and Jade in China", and build the "Huachang Jewelry·China Gold and Jade Museum", striving for the revival and prosperity of gold and jade culture.