You Shaohui
Larry Wright, chairman of the Meishaohui National Brand Value Association, said: Owning the market is more important than owning the factory, and the only way to own the market is to have a dominant brand . Italina Group, a giant in the fashion accessories industry that has been well-known for more than 20 years, has forged its brand with an international vision of "leading the local and leading the world", forming strong core competitiveness and accumulating rich brand assets over the years. The unique brand culture is well-known domestically and spreads far overseas. As one of the world's largest fashion jewelry production bases, Italina Group has been praised by the industry as the "World Jewelry Manufacturing Factory" and "Fashion Jewelry Trend" for its scale, quality, production capacity, design concepts and large multinational R&D team. place of origin".
The predecessor of Italina Group Company is an Italian jewelry factory with Italian origin. In the 1960s, the founder introduced Italian jewelry traditional skills and European fashion concepts to Hong Kong, and established his own design and sales team in Hong Kong in 1969. In the early days, as the trade between mainland China and Hong Kong was not yet fully accessible, the company's products were transferred from The products are introduced in Italy and transferred through Hong Kong before being brought to the mainland for sale. After more than ten years of exploration, the group finally established a complete design and sales system, shortening the trade differences between Italy, Hong Kong and the mainland. In 1989, it founded Italina Jewelry Boutique (Zhongshan) Co., Ltd. in the mainland. , entered shopping malls to open counters, becoming the first founder in China to open boutique counters for popular jewelry and the first and largest jewelry industrial park base in Asia.
Italina has a sales network consisting of more than 600 independent retail brand counters and specialty stores across the country, forming a sales system with department stores, jewelry counters, and fashion comprehensive stores as the core. In overseas markets, Italina jewelry is exported to many countries and regions such as the United States, Germany, Japan, and Hong Kong, China, and has become a world-famous internationally renowned fashion brand.
China Jewelry and Jade Jewelry Yearbook 2012
Italina is not only highly recognized by consumers for its trendy and high-quality products, but also for its excellent quality assurance Our steady and honest business style has won the favor of international brands. It has achieved outstanding results in the field of customized gifts and has become the designated manufacturer and partner of many international brands, working with Procter & Gamble, Olay, McDonald's, Shiseido, Mary Kay, Volkswagen, Pepsi-Cola, Triumph, Nokia, Siemens, Philips, Mead Johnson , Seiko Watch, China Mobile, Xiaokangzhijia, Artistry, Disney, Beijing Olympics and other customers, providing them with customized products and good services.
As the earliest imitation jewelry brand to enter the mainland market, Hong Kong Italina Group has always been at the forefront of the industry, leading the transformation of the entire industry. Italina has been in development for more than 40 years and has experienced six major transformations from production-led, product-led, marketing-led to brand-led growth and development. The first is the transformation from product manufacturer to brand creator; the second is the transformation from production enterprise to brand marketing enterprise; the third is the transformation from OEM production enterprise and factory manufacturing to independent development and creation of brand; the fourth is the transformation from single brand operation to brand marketing enterprise. Multi-brand expansion, diversified development and transformation, the fifth is the transformation of the marketing concept from selling products to selling fashionable lifestyles, and the sixth is the transformation from traditional marketing channels to e-commerce operations.
In this way, Italina Group has continued to achieve remarkable results in its development in the mainland and even in Europe and the United States by virtue of its strong strength, keen innovation and steady and enterprising business style. Since 1969, the company has developed into one of the top leading companies in China's fashion accessories industry. It has firmly established itself as the number one brand in the domestic accessories industry, establishing its leading position in the industry.
1. Create a strong leading brand with high premium capabilities with an international vision strategy
2012 China Jewelry and Jade Jewelry Yearbook
Due to the popularity of products in the jewelry industry The homogeneity of technology is serious, and competition between industries can easily lead to the misunderstanding of price war. However, domestic brands are often unable to match the strong premium capabilities of foreign fashion brands. Establishing a high-end, high-value brand image and enabling the brand to command a higher premium have become the dreams of domestic brands.
In its development planning, Italina has always regarded building a strong leading brand with "high identity and high premium capabilities" as its primary strategic goal. Through long-term strategic planning and clear brand guidance, it implements stable business strategies and people-oriented strategies. , quality innovation strategy, balanced improvement strategy, and honest service strategy, etc., the registered trademarks "ITALINA" and "Italina" have been declared as "Guangdong Famous Brands" with far-sightedness. At the same time, in the United States, Japan, South Korea, and Taiwan, China , Macau, China and other countries and regions have applied for trademark registration, successfully realizing brand value enhancement and internationalization strategies.
The strong leading brand strategy is one of the fundamental strategies for the development of Italina. During the execution process, Italina has always conducted strategic management with an international perspective, which is mainly reflected in its communication with the international industry, long-term and stable cooperative relationships with internationally renowned brands, and high product international market coverage. Currently, Yitelina Talina products have also been exported to dozens of countries and regions such as the United States, Germany, Japan, and Hong Kong, China.
Of course, these achievements are due to the high-value brand strategy that Italina has continued to maintain, and has always used this strategy to command all marketing and communication activities, whether from product research and development, quality manufacturing , terminal image, branding, corporate social responsibility, marketing communication and other channels of communication with the public, Italina consistently adheres to the core value of the brand and spreads the same voice - "Stay for me at this moment." The relevant person in charge of Italina said that Italina, with its Italian fashion pedigree and Hong Kong international background, will focus on building a world-class brand with high quality, high price and high value with the attitude of brand without borders and products without borders.
China Jewelry and Jade Jewelry Yearbook 2012
2. Quality winning strategy has become the most solid development foundation for brand strategy
In the context of the deepening of economic globalization and market competition, In today's increasingly fierce market, brand, as an important factor in core competitiveness, will play an increasingly important role. For an enterprise, the decisive battle in the market depends on the brand rather than a certain product. The brand will determine the future development of the enterprise.
China Jewelry and Jade Jewelry Yearbook 2012
In the development path of more than 40 years, Italina has adopted a development strategy and a stable strategy. Steady, low-key and down-to-earth are the The style of Italina's founders and decision-makers is also a characteristic of the company's character.
Italina Company regards the social responsibility of "green environmental protection" as its own responsibility, actively promotes the electroplating purpose of "preventing pollution and improving the environment" in the industry, and adopts nickel-free electroplating technology that has been cited as a highlight among its peers. Processing, through strict plating solution control system, salt spray test, vulcanization test and non-destructive and accurate gold plating layer detection, the quality of the product coating is guaranteed, making the company's product quality among the best in the industry, and has successively obtained ISO 9001, USC, ISO14000 , TS16949, and OHSAS18004 certification, so that the company's products not only comply with EU environmental standards, but also win the reputation among customers of "green, environmentally friendly, pollution-free, and no collateral damage to the human body" and the surface coating of jewelry has long life and strong stability. good reputation.
3. Adopt a differentiated matrix strategy in product development strategy
In terms of product categories, relying on the advantages of multinational R&D institutions and international suppliers, Italina has formed a jewelry, One-stop fashion product resource allocation and private brand development and design such as watches, accessories, silk scarves, glasses, leather accessories, bridal, home decorations, pendants, ornaments, gifts, etc., seamlessly connects with international trends. The group also Therefore, in 2009, the fashion accessories comprehensive store experience center model was launched, and the business model of the fashion accessories fashion experience center was first tasted. Driven by the leading enterprise Italina, since 2009, many fashion experience center brands have expanded their own channels across the country; in terms of product consumption concepts, in 2009 Italina for the first time proposed women's fashion Based on the concept of diversified matching of accessories with aesthetics, the company sorted out its product lineup in 2010 and launched four major product matrices. All products are closely related to women's fashion subjects in various lifestyles, focusing on women's business, workplace, leisure, and sweet love. According to the demand for accessories under the four major life forms such as honeymoon and feast parties, we have developed trendy accessories of the season to cater to the diverse fashion needs of women. We also distribute fashion matching manuals at retail terminals to become a fashion guide for retail terminal sales. .
In short, Italina's brand development strategy is to position itself as a fashion accessories brand with stable development, winning the market with quality, differentiated product competition, diversified development, and chain operation.
2012 China Jewelry and Jade Jewelry Yearbook