Lv Minrong
About the author: Lv Minrong, the first and second members of artificial products Professional Committee of China Insurance Association, the third vice chairman, the general manager of Fuzhou Jindeli Jewelry Company, and an economist.
after more than ten years' efforts, Jindeli Jewelry Company has developed from a small handicraft family workshop with only a few dozen employees to a modern private group enterprise integrating science, industry and trade. It mainly produces and operates jewelry molds, synthetic gemstones, craft ornaments, fashion accessories and other popular accessories. Jindeli products won the title of "China Famous Brand Product", and Jindeli's trademark became "China Famous Trademark".
As a leader in the domestic jewelry industry, Jindeli people established the long-term goal of brand development as early as the initial stage of their business: "based in Fuzhou, facing the whole country and going to the world". For more than ten years, it has embarked on a unique road of brand implementation. This is to always take the pulse of the quasi-mass market, analyze the market according to the law of "foreign countries drive domestic, cities drive urban and rural areas, and brands guide consumers" in the civil consumption market, and unswervingly seize the opportunity with innovation and brand to realize the dream of big brands and big "supermarkets".
1. Strong brand awareness
1. Strong brand awareness
Jindeli people deeply understand that market competition under the conditions of market economy is, in the final analysis, the competition of varieties and quality, which are often achieved through brand competition. If a modern enterprise does not have top-quality products or famous brands that lead the trend of the industry, it is often difficult to open up markets, develop and grow, and even lose the ability to resist risks. And the core issue of brand creation is quality and service. Therefore, in the early days of hard work, we established a far-sighted awareness of brand creation.
at the beginning of p>1989, after one year and nine months' experiment, Mr. Lin Yonglin invented the plaster mould for jewelry. Later, I went to Fuzhou, Fujian Province to start a business. In April 1992, the product was put into production in Fuzhou, when funds were quite difficult. At that time, it invested RMB 3 million to jointly develop special equipment for jewelry molds with Beijing Tsinghua University and Shanghai Machinery Engineering Complete Equipment Corporation, and jointly developed and developed jewelry mold raw materials to meet the needs of China market with the world's leading raw material suppliers such as Germany and the United States. And from all over the world have purchased a large number of advanced instruments, instrumentation and other equipment. Through various efforts, we finally overcame the difficulties and successfully put into mass production, producing high-level jewelry gypsum mold products, fully ensuring the high quality and strong market competitiveness of Jindeli products, and taking a crucial first step in winning users and markets and shaping brand image.
The first one-piece jewelry plaster mold developed by Jindeli people in China won the "Pyramid" award at the China Torch Program Achievements and High-tech Products Expo held in Egypt in 1992. In that year, Jindeli Jewelry Mould Co., Ltd. was also incorporated in Fuzhou. In 1994, Fuzhou Jindeli Jewelry Co., Ltd., a supporting enterprise, was established. Then, in 1995, Fuzhou Jindeli Arts and Crafts Company was founded. In 1998, Fujian Jindeli Group Co., Ltd. was established by ten close-knit companies at home and abroad. From this, Jindeli began to change from the traditional manual processing mode to the modern precision "casting" processing mode, and from the traditional management mode to the scientific and modern management mode.
2. Brand awareness is in place
Jindeli is one of the earliest enterprises in Fujian Province to register brand-name trademarks defensively at home and abroad. In 1992, its products were registered with the trademark "Jindeli" long before Jindeli Company officially opened its business. Then, it successively registered defensively in more than 4 kinds of different product and service trademarks. Hundreds of thousands of yuan have been spent in the United States, Japan, Spain, South Korea, Canada, Australia, Russia, Southeast Asia and other dozens of countries and regions, and the trademark of Jindeli has entered the threshold of the international market. Its purpose is to prevent and eliminate counterfeiting and cybersquatting by others, so as to protect the intellectual property rights of Jindeli brand.
The brands of "Famous Trademark" and "China Famous Trademark" of Jindeli are priceless. In October, 22, Jindeli Company, under the matchmaking of government departments, lost no time in signing a credit agreement with CITIC Industrial Bank Fuzhou Branch with intangible assets such as "China Famous Trademark", "AAA Credit Unit of Agricultural Bank of China" and "Honorary Title of Provincial Taxpayer" as collateral and Jindeli's integrity as collateral. This is the first enterprise in Fujian province to obtain loans with intangible assets and integrity as collateral. At present, it is the first and only enterprise in Fujian province, which has caused a sensation in the business community.
II. Creating a brand through science and technology
The leading position of Jindeli in "brand" and product quality is the result of long-term adherence to the guiding ideology of "market-oriented", "aiming at international advanced level" and "seeking development through innovation", constantly developing new products and adopting new equipment, new technology, new technology and new materials. To this end, a lot of practical and effective work has been done in "people-oriented" and "science and technology create brands"
1. Attach importance to the development of human resources
Jindeli attaches great importance to human resources and has a flexible employment mechanism. It has successively trained and introduced more than 1 senior technical talents in this industry, such as hiring many China arts and crafts masters and super-famous artists as consultants. Jindeli attaches great importance to product renewal and technology renewal, and has set up a scientific and technological research and development center, with more than 2 professional designers and an annual design capacity of more than 1, styles. Jin Deli attaches importance to engineering and technical talents, implements the intellectual policy and exerts their potential. Now Jindeli has a professional team of product development and technology development, and a team of practical talents with rich experience. Every year, Jindeli arranges professional designers to send delegations to large-scale trade fairs in the United States, Italy, Thailand, Hong Kong and other places to study and inspect the international market and accumulate experience, so that the products developed and designed can keep up with international trends and reach international standards. So far, hundreds of thousands of styles have been developed, with an average of more than 1, new styles coming out every month. As a result, it has led the fashion trend of consumption in various places and made many technologies walk in the forefront of peers.
2. Pay attention to the investment in science and technology
Jindeli set up a special fund for technological transformation and set up a technical transformation professional group. Just to improve the level of production technology, more than 1 million yuan has been invested. As mentioned above, even in the early days of its establishment, the company did not pursue short-term profits in the case of booming production and sales, and still invested millions of funds to intensify technological transformation. The investment in R&D of Jindeli Technology accounts for more than 7% of the sales revenue, which is higher than the national peers.
3. Pay attention to the effect of independent innovation
Jindeli trial-produced the first one-piece gypsum mold in China, which filled a gap in the field of science and technology in China. As a semi-finished product of jewelry accessories-Synthetic and artificial gem, Jindeli is also unique, constantly innovating in style, cutting and materials, leading the fashion in the industry. In recent years, while successfully developing the metal centrifugal process technology, Jindeli has successively equipped more than 5 advanced equipment and successfully developed a high-tech electroplating production line, which has the ability to produce 3, pieces of popular ornaments every day. For more than 1 years, Jindeli has successfully invented and submitted for approval more than a dozen patented products.
iii. Creating famous brands through management
Brands and brand-name products are an organic combination of enterprise quality and benefit, market share and social credibility, and run through the whole process of market, scientific and technological progress, production and business activities and social services. Jindeli people put forward that "the second place in the country is the failure of Jindeli" and they should "be the first in the country and strive for a world famous brand"; Requirements for products: "Sincerity and sincerity, perfection and beauty, pursuit of perfection and creation of eternity", and making the enterprises of Jindeli Company refined, stronger and bigger is the strategic goal of Jindeli people's survival and development. In order to achieve this goal, Jindeli people are "people-oriented, sincere as god" and "governing enterprises by virtue", and explore and summarize a set of ideas and methods with virtue as the core. From top to bottom and from bottom to top, employees' brand awareness is constantly enhanced, and the creation of brand-name enterprises and brand-name products is turned into the conscious action of all employees, so that employees truly realize that brands are the "capital" for the survival and development of enterprises. To this end, Jindeli people focus on quality, marketing and image planning.
1. Quality makes famous brand
Jindeli is in a leading position in brand and quality, which is the result of long-term adherence to "quality makes famous brand" and "innovation for development", and the comprehensive improvement of quality management level through "standardized operation, systematic process and standardized system". The company has invested heavily in Taiwan Province Huayu Enterprise Consulting Company to provide special counseling, regularly organized quality management personnel to participate in the training organized by Tianjian Management Consulting Company, set up a training institution for management personnel, and invited university professors and senior lecturers from the consulting company to the company for special counseling. Attach importance to product technology development, and act in accordance with the Quality Law. In order to make management more scientific, we introduced and passed the ISO9 quality management and quality assurance system with international norms, held several training courses on ISO9 quality management and quality assurance system, and formulated more than 2 quality system documents such as Production Control Measures and Process Inspection Management Measures. On the basis of ISO9, Jindeli will further introduce ISO 14 and OSAS 18 management systems to comprehensively improve the quality management level and connect with international standards.
the fact tells us: if an enterprise wants to create a famous brand, product quality is the last word, and it must not be soft-hearted in the face of product quality, and it must not ruin the reputation of "Jindeli" by letting a product fail.
2. Focus on marketing to win the market
Jindeli attaches great importance to and pays attention to marketing strategies, and strictly implements relevant national laws and regulations, such as the Consumer Protection Law and the Contract Law, as the basic basis for drafting company regulations. In brand style updating, we collect market information in time and accurately through the information network composed of branches and sales networks, and develop new jewelry products with strong pertinence, thus avoiding the blindness in product development. Up to now, Jindeli has developed hundreds of thousands of styles of products, and the brands are highly praised by people in the same industry. They sell well all over the country and are exported to dozens of countries and regions such as Europe, America, Australia and Southeast Asia.
by strengthening the construction of marketing team and expanding marketing network, the marketing goal of "based in Fuzhou, facing the whole country and going to the world" is put forward. In order to expand the new market of products, Chairman Jin Deli Lin Yonglin personally led the sales staff, carried the products all over the country, traveled tens of thousands of kilometers, established a marketing network, opened the market, and the products were recognized by users.
For a long time, the people of Kingdee have been well-known in the industry for their emphasis on quality and keeping their reputation. In 22, the company was rated as "National Advanced Enterprise with Quality and Reputation"; In 24, the company was awarded the title of "National Contract-abiding and Credit-abiding Enterprise" by the State Administration for Industry and Commerce. Jindeli products are also one of the top ten best-selling products in the national gift industry.
3. Introduce CI to improve knowledge and credibility
On the basis of starting famous brands and emphasizing marketing, Jindeli people timely introduce CI (corporate image design) to improve brand awareness and credibility. While doing a good job in corporate image album, "Jindeli People" and advertising, they actively use the Internet to introduce Jindeli and Jindeli brand-name products to customers around the world. We also seize the opportunity to actively recruit and cultivate future talents and enhance the core competition of enterprises
The brand of Jindeli was recognized as "China Famous Trademark" by the State Administration for Industry and Commerce in 1999, and the brand of Jindeli was awarded as "China's Famous Jewelry Brand" in 21. In 25, the popular accessories of Jindeli brand were strictly evaluated by experts and won the title of "China Famous Brand Product" as the first in the domestic industry. In recent years, Jindeli has been awarded the titles of "Civilized Unit in Fujian Province" and "Big Taxpayer in Fujian Province" for many times. Mr. Lin Yonglin, President of the Group, is the founder of China Jewelry Mould. He is currently the deputy of the 1th Fujian Provincial People's Congress, the vice president of Fujian Provincial Federation of Industry and Commerce, and the vice president of China Jewelry and Jade Jewelry Industry Association. In 25, it was rated as one of the 1 managers in China.
IV. Defending rights and protecting famous brands
"It is difficult to create famous brands, but it is even more difficult to protect them." In the fierce market competition, it takes hard work to create famous brand products recognized by consumers. Even after becoming famous, we still need to cherish, love and protect the hard-won brand with ten times efforts. To this end, Jindeli people should not only standardize the use and management of corporate trademarks, but also actively use legal means to crack down on counterfeit products and counterfeit trademarks.
5. Become a big brand "supermarket"
1. Future market potential
From the perspective of market and prospect, the leading product of Jindeli is sunrise industry. At present, the per capita consumption of mainland China is small, which is only a fraction of that of Hong Kong, Macao and Taiwan. With the development of economy and the improvement of people's living standards, people's pursuit of beauty is also increasing day by day. All kinds of jewelry and handicrafts will continue to become necessary consumer goods for modern people, with great market development potential and very broad prospects. According to the forecast of the market development trend, by 28, the retail sales of jewelry in China will reach more than 3 billion yuan, while the total annual output value of domestic jewelry enterprises is only more than 1 billion yuan, and the market will exceed 1 billion yuan in the next 1 years, which shows that the market potential is huge.
2. Pillar industries in the future
With the further promotion of reform and opening up and the gradual formation of world integration, China, with a large number of cheap labor, will also become an international producer of ornaments and handicrafts. In terms of brand strategy, it is determined that Jindeli is the main brand, and Yindeli, Jinfuli, Jinte and Meinianhua are the sub-brands. Creating and exporting brand-name products is an important part of Jindeli's implementation of the party and government's strategy of encouraging private enterprises to "go global" and implementing brand names. It not only plays a great role in promoting the quality of products and the overall quality of Jindeli, but also produces products like a "personality" and must not be careless.
3. future strength foundation and potential
the strength foundation of jindeli is the advantages of marketing network, corporate image, scientific and technological innovation and brand quality. In the future, based on the existing strength, Jindeli will continue to increase investment in science and technology, strengthen the construction of export brands and famous brands, and lead the local consumption fashion in the construction of a harmonious and well-off society. Relying on strong R&D strength, Jindeli people will continue to strengthen brand building and brand promotion, maintain brand image and "first-class" marketing service, and strive to achieve leap-forward development for Jindeli.
Facing the challenges and opportunities in the future, Jindeli people will continue to lead the jewelry industry, build jewelry brands and supermarkets, and constantly create world famous brands and brand-name series! Walk into and stand in the forest of big brands and big "supermarkets"-build a century-old brand and create a century-old foundation.