Chen Yibin
Shenzhen Jimeng Jewelry Co., Ltd. is a company specializing in the research and development, design, production and processing, wholesale, and self-operated retail of inlaid jewelry, gold, platinum, K gold and other products. A comprehensive large-scale jewelry enterprise that provides chain franchises and supporting services, it is one of the most well-known jewelry retail brand operators in China. After 12 years of hard work, the influence of GMOND jewelry brand has gradually expanded and it has high brand awareness. Since its establishment, the company has successively won honors such as "China's Famous Trademark", "China's Famous Brand", "China's Famous Brand in Jewelry Industry" and "Shenzhen's Leading Private Enterprise". In the future, GMOND Jewelry will strengthen the refined management of retail terminals, enhance brand reputation and loyalty, spare no effort to spread urban fashion, spread elegant lifestyle, and deliver classic and eternal beauty, in order to achieve the goal of creating a "Century-old Chinese Jewelry Brand" corporate vision.
1. Business strategy with retail terminal as the core
With the deepening of industrial division of labor and the increasing competition in the industry, the contribution of each link in the jewelry industry chain to value creation has changed. There have been significant changes, with profits gradually shifting to the R&D, design and sales ends of the industrial chain. In the future, the trend of industry profits shifting to both ends of the industry chain will be further strengthened, and competition among jewelry brands will focus more on R&D, design and sales channels.
Since the establishment of GMOND Jewelry, it has attached great importance to the expansion of retail terminals. In 2001, GMOND Jewelry opened the first GMOND brand retail counter in Changsha. The construction of sales channels has exceeded ten years. . With a management team with rich retail operation management experience, a deep understanding of retail terminals, a pragmatic and steady working attitude, and an innovative spirit of change, after years of market expansion, GMOND Jewelry has established an extensive and stable retail network across the country. The network basically covers the core business districts of major cities across the country. These business districts are the consumption places with the most commercial value in the country. They have the advantages of large flow of people and strong purchasing power, and play a key role in the company's product sales and brand promotion. At present, GMOND Jewelry has nearly 300 brand retail stores across the country, and the number is increasing at a rate of 20% every year.
2012 China Jewelry and Jade Jewelry Yearbook
2. Design innovation and technological innovation
With the improvement of living standards, people’s aesthetic level and consumption level have also Transformation is taking place. Consumers have a new understanding of the functions of jewelry, and their functions of maintaining and increasing value are gradually being downplayed, and they are instead paying more attention to the aesthetic functions of jewelry. The importance of style design in sales has been highlighted, which has brought new development opportunities to modern jewelry companies. Enterprises must increase investment in R&D and design, launch fashionable, novel and unique products, and strive to improve product quality through continuous product innovation, in order to win opportunities in the fierce market competition.
In terms of product design, after more than ten years of operation, the company's product development department has rich experience in jewelry design. The design team with top domestic design talents has repeatedly won recognition from top domestic jewelry competitions, and many models of fashion jewelry The styles are well received by the market, creating a good product reputation among consumers and becoming a strong guarantee for the company's market development. The "multi-wearing pendant jewelry" developed and launched by GMOND Jewelry has obtained the national "utility model" patent. At the same time, the "Color Gold Hollow" diamond jewelry series, a special inlay technology product developed by GMOND, and the "Golden Hollow" diamond jewelry series that embody the heritage of Chinese culture. The "Chinese Symbol" diamond jewelry series and multiple series of platinum jewelry have aroused great repercussions in the industry. GMOND Jewelry devotes itself to studying current international and domestic fashion trends, and regularly launches best-selling products that are in sync with international jewelry fashion trends. For example, the company continuously launches the "Shine Series I, II, III" series whose design concepts are derived from women's desire and dream for sparkle. Diamond jewelry has received widespread attention and welcome from the market.
In terms of production technology, GMOND Jewelry established the corporate cultural purpose of "innovation promotes development, culture educates brands" at the beginning of its establishment, and formed a company with technological innovation and advanced equipment as the main body and independent Guided by intellectual property products and an independent innovation mechanism that mobilizes the innovation capabilities of all employees, it has developed a number of scientific research results such as "Inlaid mold raw materials and their preparation methods" and applied for national invention patents.
3. Actively carry out brand building
Consumers have high brand awareness and loyalty to high-end consumer goods and luxury goods, and tend to prefer brands when choosing jewelry. choose. The formation of a well-known brand is not only based on a deep understanding of the industry, but also requires continuous investment of a lot of manpower, material resources and creativity into all aspects of brand building. It is difficult to improve quickly just by investing in a short period of time. Brand awareness.
Only by making the brand bigger and stronger can we gain a foothold in market competition. GMOND jewelry unswervingly follows the development path of "quality and branding". While spreading brand awareness, it gradually consolidates brand trust. In the development process since the establishment of the company, the company has been awarded the titles of "China's Famous Trademark", "China's Famous Brand in Jewelry Industry", "China's Famous Brand", as well as the top 100 chain enterprises in China and the top 50 chain enterprises in Shenzhen. Established brand value with a prominent position.
China Jewelry and Jade Jewelry Yearbook 2012
Through long-term in-depth interpretation of consumers and deep understanding of the industry, the company combines "fashionable, classic, personalized and trustworthy" As the company's core brand appeal, it meets the core needs of female consumer groups, the largest consumer group in the jewelry industry; the company has successively invited well-known Taiwanese artists Xu Xiyuan and Wu Pace, who are in line with the company's brand temperament, as brand spokespersons, and has successfully Personify this brand image. GMOND Jewelry has successively cooperated with TV media such as CCTV and Hunan Satellite TV, print media such as "Youjia Pictorial", "Girlfriend", "Oriental Weekly", "Phoenix Weekly", and online media such as NetEase, Tencent, Youku and other well-known domestic media Cooperation has carried out comprehensive and multi-channel integrated promotion of GMOND jewelry, continuously increasing the popularity of GMOND jewelry brand and shaping the exclusive brand character of GMOND jewelry. In terms of exploring new media brand communication, in 2012, it tried cross-border cooperation in brand communication by co-producing with Tencent Video and Galloping Pony and directing the GMOND Jewelry exclusive micro-movie "Love" directed by the famous director Zhang Yibai.
4. Management advantages enhance comprehensive competitiveness
GMOND Jewelry has an experienced and dedicated management team with a deep understanding and unique knowledge of China’s jewelry industry. Understand that the company's core leadership has more than 15 years of management experience in the jewelry industry. The senior management team is composed of experienced practitioners in the jewelry industry. After years of tacit cooperation, the company has established a reasonable and efficient management mechanism.
As a "standardized good behavior AAAA-level enterprise", GMOND Jewelry has a lot of experience in store opening procedures, store audits, store image management, store staff training, ordering systems, product price control, store marketing activities, product management, and funds. Standardized systems and operating procedures have been formulated for settlement and store performance appraisal. Through the implementation of these systems and procedures, the company has the ability to manage and expand large-scale channels.
In order to establish an advanced and efficient management system and ensure the company's rapid and healthy development, the company began to introduce the internationally advanced SAP-ERP management system in 2009 to improve the company's refined management level. With the help of the SAP-ERP system, the financial management system is more standardized, data collection is more timely and accurate, the speed of financial settlement is significantly improved, and the company's product logistics cycle, sales cycle, inventory turnover rate, capital utilization and other operating indicators have been significantly improved.
GMOND Jewelry relies on advanced production equipment, exquisite craftsmanship and modern enterprise management to ensure product inspection and quality by monitoring the production process, and uses product measurement methods to verify, approve and test The trinity approach incorporates the entire process of product development, testing, production and sales. The products of GMOND jewelry are of excellent quality and widely recognized by the market, with extremely high market satisfaction.
China Jewelry and Jade Jewelry Yearbook 2012
In recent years, with the development of the economy, the domestic jewelry consumer market has expanded year by year. GMOND Jewelry is the most competitive in the Chinese jewelry industry. One of the largest enterprises in the world, product quality, innovation capabilities, services and brand competitiveness are all at the forefront of the industry and have great development potential. In the future, GMOND Jewelry will adhere to the corporate vision of "building a century-old Chinese jewelry brand" and strive to make greater contributions to the Chinese jewelry industry.