The Shenzhen Jewelry Fair has come to an end, but the brilliance of Shenzhen’s jewelry is still bright and charming.
As a dominant traditional industry, Shenzhen’s jewelry industry started in the 1980s. From small workshops to professional operations, from OEM processing to self-created brands, from "stragglers" to forming a "group army" to conquer the world... After more than 20 years of development, Shenzhen has become the largest jewelry manufacturing and trading center in China. , has made remarkable achievements in the international construction of corporate brands, product brands, industrial brands and regional brands. The development level and influence of Shenzhen's jewelry industry determine to a large extent the overall development level and influence of China's jewelry industry.
Today, China's jewelry market is evolving from "the most promising market in the world" to "the largest market in the world." The explosive growth of Shenzhen's jewelry industry demonstrates the prosperity of China's economy and the strength of its national power. On the occasion of the 60th anniversary of the founding of the People's Republic of China, looking at the glorious history of Shenzhen jewelry, I feel even more proud.
Occupying the "leading" position of China's jewelry
For urban white-collar workers and fashionistas, jewelry is a must-have "outfit". However, you may not know that most of the jewelry sold in the domestic market is produced in the Shuibei Necklace Block of Luohu, the base of Shenzhen's gold and jewelry industry. It is regarded by people in the industry as a holy place for jewelry gathering and a paradise for jewelry purchasing. As a result, Shenzhen has become a veritable capital of fashion jewelry.
"Water is wealth, and shells produce pearls." In August 2004, the "Shenzhen Gold and Jewelry Industry Cluster Base" was officially listed in Luohu Shuibei-Wanshan Industrial Park, forming a "Shenzhen Gold and Jewelry Industry Cluster Base" with cultural attractions such as the Golden Trail, Crystal Square, Jade Lane, Celebration Slope, and Wedding Pavilion as nodes. Water Shell Jewelry Necklace Block”. In 2005, the cluster base was awarded the title of "Guangdong Province Gold and Jewelry Industry Cluster Upgrade Demonstration Zone" by the Guangdong Provincial Economic and Trade Commission; in 2006, it was jointly awarded the "China Jewelry and Jade Jewelry Characteristics" by the China Jewelry and Jade Jewelry Industry Association and the Ministry of Land and Resources Jewelry and Jade Jewelry Management Center. "Industrial Base" title. At present, more than 1,500 jewelry production and operation units have settled in the cluster base, accounting for about 70% of the total number of jewelry companies in Shenzhen. By the end of 2008, the production and sales value of Luohu's gold jewelry industry reached more than 90 billion yuan, accounting for about 50% of the domestic market share. It has formed a complete industry integrating design, production, processing, display, testing, wholesale sales and related supporting facilities. system.
Shenzhen Jewelry, represented by Shuibei Base, is the well-deserved "first legion" of China's gold and jewelry industry. "Look to Shenzhen for Chinese jewelry, and look to Luohu for Shenzhen jewelry" has been recognized by more and more consumers. Familiar. The complete industrial supporting facilities of the gold and jewelry industry cluster base have made Shenzhen the largest jewelry manufacturing center and trading center in China. It is also the international information center and jewelry purchasing center for the national jewelry industry. Shenzhen Jewelry has occupied the "leading position" in the national jewelry industry. "leading" status.
In terms of production and processing, the gold processing volume of the Shenzhen Gold and Jewelry Industry Cluster accounts for approximately 70% of the Shanghai Gold Exchange’s annual delivery volume, and the platinum processing volume accounts for 10% of the Shanghai Platinum Exchange’s annual delivery volume. 70%, and diamond consumption accounts for 60% to 70% of the annual delivery volume of the Shanghai Diamond Exchange. At present, more than 60% of the enterprises in the jewelry industry base have reached the domestic leading level in terms of technological advancement and patents, more than 30% of the enterprises have independent R&D institutions, and 20% of the enterprises have reached the internationally advanced level in production technology and technology.
In terms of wholesale and retail, a number of high-level and professional large-scale jewelry trading platforms that integrate display and trading have been built, such as Shuibei International Jewelry Trading Center, Jinli International Jewelry Trading Center, and Bolin International Jewelry Trading Center. Trading center, Shuibei Jade Wholesale Market, Yapola Jade Wholesale Market, Boda International Jewelry Trading Center, etc., with complete industrial supporting facilities.
In terms of creative design, most companies here have become fashion creators and leaders. Enterprises can further leverage the role of creative design talents by introducing famous designers, cultivating potential designers, and reusing existing designers. As a branch venue of previous cultural fairs, the gathering base has strengthened the integration of jewelry and creative cultural industries and promoted the further development of original jewelry design. Activities such as the China Jewelry Design “Pioneer Award” held at the base have promoted the high-end development of the jewelry industry.
The gold and jewelry industry R&D and design center invested 20 million yuan to build a good platform for the base's creative design development.
In terms of supporting services, the establishment of the National Jewelry and Jade Quality Supervision and Inspection Center, the establishment of a jewelry education and training internship base, and the opening of the Shenzhen Jewelry Network provide inspection, testing, education and training for enterprises in the jewelry industry base. , information exchange and other services.
Based on the above industrial advantages, the Shenzhen gold and jewelry industry cluster base is becoming a multi-functional complex integrating five areas: jewelry display area, education and research area, commercial retail area, production and manufacturing area, and cultural tourism area. The functional jewelry industrial park is becoming increasingly internationalized and is expected to stand shoulder to shoulder with famous jewelry cities such as Tel Aviv in Israel and Antwerp in Belgium in the near future.
Work together to create the overall image of "Shenzhen Jewelry"
Currently, the world's jewelry industry maintains an annual growth rate of 4.6% and is likely to achieve a growth rate of 6.7% in 2015; jewelry It has gradually become another major consumer hotspot industry after real estate and automobiles.
There is a popular saying in the jewelry industry: The future of world jewelry depends on China, and Chinese jewelry now looks on Shenzhen. Shenzhen jewelry is world-renowned for its exquisite styles, exquisite craftsmanship and excellent quality.
Statistics show that as of the end of December 2008, there were about 2,300 registered jewelry companies in Shenzhen, about 2,200 private brands, and about 120,000 employees. In 2008, the total manufacturing and processing value of the industry exceeded 60 billion yuan. RMB. Shenzhen jewelry companies have currently obtained 26 Chinese famous brand products such as "Emerald", "Anshenghua", "Baohengda", and "Adecon", "Chow Taisheng", "Millennium Star", "Baohengda" ”, “Fuqi”, “Adil”, “Aidekang”, “Jimeng”, “Baitai” and other 9 well-known trademarks in China, 14 famous brand products in Guangdong Province, and 12 famous trademarks in Guangdong Province. Most of the above brands are concentrated in Luohu. Among the first batch of 36 member units of the "Shenzhen Jewelry" regional brand, Luohu occupies 29 seats, and 6 of the other 7 member units have branches or brand operation centers in Luohu.
Although Shenzhen’s jewelry companies account for more than half of the country’s famous brands, there is still a gap compared with internationally renowned brands. Through the joint efforts of the government, industry associations and enterprises, the Shenzhen jewelry industry has changed from "working alone" to attacking as a group, taking the lead in making the "Shenzhen Jewelry" regional brand famous, and realizing Shenzhen's transformation from "China's Jewelry Manufacturing Capital" to The transformation between "Chinese Jewelry Design Capital" and "Chinese Jewelry Brand Capital" has cultivated internationally renowned regional brands similar to "Swiss Watches" and "Italian Fashion", achieving "the world's jewelry looks to China, and Chinese jewelry looks to Shenzhen" beautiful vision.
The construction of regional brands is crucial to Shenzhen jewelry companies. Starting this year, the municipal government and related enterprises will carry out special promotion activities for the "Shenzhen Jewelry" regional brand in major cities across the country, focusing on displaying the brand products of regional brand member enterprises. The first promotional event held in Shenyang on April 28 this year caused a sensation. Brand companies such as Baitai, Yuehao, Millennium Star, Yao's, and Cuilv, known as the "Dream Team" of Shenzhen jewelry, and Dashang Group, Zhongxing Group, Cuihua Gold Store, Liaoyin Gold Store, Dalian Hengji Jewelry, Changchun Jingao Jewelry Company, etc. in the three northeastern provinces have signed jewelry purchase contracts with a total amount of 2.5 billion yuan, plus on-site events held by the companies alone At the ordering fair, on-site wholesale and order taking amounted to approximately RMB 600 million. This “Shenzhen Jewelry” regional brand promotion activity generated a total revenue of RMB 3.1 billion.
Driven by the brand agglomeration effect, China Gold Group has opened a distribution center and a creative center in the Shenzhen gold and jewelry cluster base; Shenyang Cuihua Gold and Silver, which has the titles of "Chinese Famous Brand" and "Chinese Time-honored Brand" Jewelry Co., Ltd. also set up a branch at the base and officially opened during this year's jewelry show.
Among the companies that entrust Shenzhen jewelry companies with OEM production, they include almost all internationally renowned brands sold in the Chinese domestic market, such as Cartier, Tiffany and other first-class international brands, as well as Hong Kong brands such as Chow Tai Fook, Chow Sang Sang, and Tse Ruilin. Brands include well-known domestic brands such as Laofengxiang, Laomiao, Caibai, and Dai Mengde. Shenzhen plays and assumes the role of a processing and manufacturing center for well-known brands.
Zhang Bingnan, secretary-general of the China Gold Association, believes that the Shenzhen urban and municipal governments at both levels have made great efforts to create a regional jewelry brand in Shenzhen, which is in line with global consumer trends. After more than 20 years of development, Shenzhen Jewelry has established itself in the global jewelry processing trade division.
The government set up a stage for enterprises to sing, please come in and go out
After ten years of cultivation and development, the Shenzhen International Jewelry Exhibition has become more and more exciting year by year, and has successfully ranked among the top eight professional jewelry exhibitions in the world. among the exhibitions.
The 9th International Jewelry Exhibition held this year brought together more than 50 exhibitors with products that were awarded "Chinese Famous Brands", more than 20 exhibitors with products that were awarded "China's Well-known Trademarks", and famous brands from various provinces. There are more than 100 exhibitors including "China's Famous Jewelry Trademarks". At this exhibition, there are more than 1,000 exhibitors of various types and more than 2,518 booths. According to statistics from the organizing committee, the number of visitors to this exhibition exceeded 150,000, and the intended orders signed by Shenzhen enterprises for gold jewelry, platinum jewelry, and inlaid jewelry exceeded 5.6 billion yuan. The exhibition attracted more than 40,000 professional buyers from more than 53 countries and regions around the world to visit, negotiate and trade. A total of 40,000 domestic and foreign buyers visited to purchase and place orders, including 7,418 overseas buyers.
October every year is a festival for Shenzhen jewelers and a carnival for Shenzhen citizens. The first Shenzhen Jewelry Festival was successfully held in 2006 and this year is the fourth time. This grand event, hosted by the municipal government and undertaken by the Luohu District Government, has made an important contribution to promoting the development of the jewelry industry and bringing Shenzhen jewelry into the homes of ordinary people.
In addition, the municipal and municipal governments actively support and organize jewelry companies to “go global” and participate in various economic and trade activities. This year's "Lanzhou Fair" came to an end on June 15. The 27 companies participating in the Luohu District had a great harvest and signed 23 economic cooperation projects with a contract value of 3.576 billion yuan, including nearly 1.5 billion yuan for jewelry projects. At the fifth Northeast Asia Investment and Trade Expo, which opened on September 1, four exhibiting jewelry companies in Luohu District signed five large orders on that day, totaling up to 1.8 billion yuan. It became a highlight of the Shenzhen delegation at this expo.
In order to improve the appearance of the old factory buildings of the 1980s in the gold and jewelry agglomeration base and enhance the attractiveness of the base, the municipal and district governments have invested a total of 148 million yuan in the first phase of the aggregation base environment. Renovation: At present, the first phase of the cluster base project has been completed, and the environment of the area has been greatly improved.
Due to the development of jewelry companies and the increase in settled companies, the current agglomeration base of only 566,000 square meters has been unable to meet the needs of industrial development. On the one hand, the urban and municipal governments at the two levels implemented the "vacate the cage and replace the bird" measure on the existing cluster base to free up space to attract well-known jewelry companies to settle in. On the other hand, it is also actively doing a good job in expanding the scope of the jewelry base, expanding the jewelry base to include Shenzhen Tobacco Factory, Petrochemical Industrial Zone and other plots, with a planned research area of ??about 200 hectares. The project proposal has been approved, with a total investment of approximately 237 million yuan. The project plan has been approved by the municipal planning department, and the plan is being deepened. The feasibility study report of the project has been completed, and the feasibility study application will be made after the environmental impact assessment report is approved.
In order to promote the long-term prosperity of the jewelry industry in the gathering area, the municipal government also invested 11 million yuan to establish a jewelry research and development and promotion center. The municipal and district governments will also establish a comprehensive public service platform with a scale of 13,113 square meters in the gathering area, with a total investment of 180 million yuan. In addition, world-renowned jewelry companies will be introduced to set up product display centers in the public service platform to provide a platform for exchanges and cooperation between Chinese and foreign jewelry circles. It is expected to be put into use next year.
Innovative model to protect intellectual property rights
Seizing the two ends of the "smile curve" of R&D and sales to develop the jewelry industry has become common sense in the entire industry. Shenzhen Jewelry is shaping the high-end image of regional brands with the mindset of "connotation in Shenzhen and extension to the world".
In recent years, with the popularity of e-commerce, the majority of jewelry companies have a new marketing channel. More and more jewelry companies and institutions are attracted by the low cost, high efficiency, and large market of e-commerce, and they have launched related online businesses to enhance their competitiveness.
At present, Davini Jewelry Network of Davini (China) Co., Ltd., Patti Fashion Jewelry Network of Millennium Star, "Blue Danube" Diamond Network of Jinjiali, and "Blue Danube" Diamond Network of Shenzhen Jewelry Network. Online trading platforms such as "Baoyitong" and "Taozhumaibao" have high visibility in the retail market and the industry and have achieved good results.
Aidil Jewelry officially signed cooperation agreements with Jimei Online Media, Huamao.com, and Desert Wind Network on three projects: Aidil Jewelry Online Mall V3.0 System Development, Aidil Jewelry Online Mall SEO Search Engine Optimization, and Aidil Jewelry Enterprise Website*** . Yanuoxin Group signed a cooperation agreement with Alibaba to jointly create "Shuibei Jewelry-Alibaba International E-Commerce Platform" to provide an online trading platform for Shuibei jewelry companies.
With the widespread use of "time stamps" in the field of intellectual property protection for digital works, the jewelry industry, which takes creative design solutions and creative products as its "soul", has an increasingly strong demand for "time stamps". In order to accelerate the independent innovation and intellectual property protection of the gold and jewelry industry in the Luohu District, the Luohu District Intellectual Property Department reached an agreement with the Municipal Copyright Association. The bureau will provide free time stamp applications and parts of 10,000 digital works to gold and jewelry brand companies in the district at a unified cost. Registration of digital works.
At the same time, practical training on intellectual property rights in the gold and jewelry industry is also being carried out, aiming to enable enterprises to skillfully use intellectual property protection resources, gradually improve their ability to use intellectual property rights to protect independent innovation or creative design results, and guide gold and jewelry The industry is developing towards high-end. The newly launched creative design solutions and creative products of jewelry companies are expected to become brand products produced and sold by the company in the long term. They can apply for design patents at the same time and use the Patent Law to protect creative works. The design patent application and authorization cycle is generally half a year to one year, and the government provides funding for companies to apply for patents.
Shenzhen Baitai Jewelry Company has a unremitting pursuit of independent innovation. It has jointly established Baitai Gold Technology (Art) R&D Center with the national technology center, and has cooperated with Tsinghua University, the Chinese Academy of Sciences, the National Museum of China, and the World The Gold Association and other well-known institutions at home and abroad have established long-term strategic cooperation relationships. Cultivate and introduce domestic first-class designers and jewelry production technicians, focus on design innovation, integrate traditional Chinese culture and fashion concepts into product design, and vigorously develop technologies and products with independent intellectual property rights. The company develops thousands of new products every year and has applied for 8 national invention patents. It has obtained 4 utility model patents, 53 appearance patents and 12 copyrights. It has been rated as "Shenzhen's leading enterprise in independent innovation industry".
Difficulty in financing is a bottleneck that plagues many jewelry companies. Key regional jewelry brand enterprises in Shenzhen have broken away from the family-based management model, established modern enterprise management systems, created listing conditions, and optimized resource allocation. At present, "Fuqi International" has been successfully listed on NASDAQ in the United States, achieving zero breakthrough for gold and jewelry companies to be listed abroad. Yatini was also successfully listed in Hong Kong, becoming the first jewelry and fashion accessories company listed in Hong Kong. Shenzhen Aidil Jewelry Co., Ltd. completed its shareholding reform in May 2008 and began to receive listing guidance. Shenzhen Millennium Star Industrial Co., Ltd. has introduced more than 160 million yuan in venture capital, completed changes in its share capital structure, and officially applied to change its joint-stock company. Shenzhen Yanuoxin Jewelry Co., Ltd. is currently negotiating to introduce investment, restructure its share capital structure, and establish a joint-stock company.
Aiming at the first-class level of world jewelry
Xu Jinchi, president of the Shenzhen Gold and Jewelry Industry Association, said that the next five to ten years will be the best historical period for the sustained and rapid development of Shenzhen jewelry. Our goal is to continue to stabilize Shenzhen’s status as a national jewelry production and processing center in five to ten years; to build a jewelry center in the Asia-Pacific region in ten to twenty years; to build the world’s jewelry industry in twenty to thirty years. center and become an influential international brand.
In order to speed up the construction of regional brands, our city also established a regional brand promotion committee, passed the Shenzhen Jewelry Regional Brand Charter and logo usage rules, and identified the first batch of 36 Shenzhen Jewelry Regional Brand member companies. The plan makes it clear that in the development of Shenzhen's jewelry industry in the next five to ten years, regional branding must insist on improving the international status of Shenzhen jewelry, driving the market sales of Shenzhen jewelry, driving the improvement of the added value of Shenzhen jewelry products in the country, and driving the characteristics of Shenzhen jewelry. In line with the five principles of industrial tourism and shopping economic development and the establishment of a headquarters economy, the 26 companies that have won the title of "Chinese Famous Brand" products and some companies with development potential will be supported and strengthened as Shenzhen's "Jewelry National Team" To become a leading enterprise in Shenzhen’s jewelry industry.
Shenzhen’s regional brand building goals are: (1) Short-term goals: In the next five to ten years, continue to consolidate Shenzhen’s status as the “Chinese Jewelry Manufacturing Capital” and build the “Chinese Jewelry Brand Capital”.
(2) Mid-term goal: In the next ten to twenty years, it will become the "Jewelry Design Capital of China" and become the center of the Asia-Pacific jewelry industry. (3) Long-term goal: In the next twenty to thirty years, Shenzhen will become a world-class jewelry industry center.
The brand building goals of Shenzhen jewelry enterprises are: (1) Short-term goals: In the next five to ten years, solve the problem of brands and no names, establish more than 20 brands nationwide that are loved by consumers, and strive to Three companies have entered the top ten national jewelry brands. (2) Mid-term goal: In the next ten to twenty years, we will solve the problem of low investment in promotion and strive to create more than four jewelry brands that can be on the same level as famous Hong Kong jewelry brands such as Chow Tai Fook, Chow Sang Sang, and Tse Ruilin. (3) Long-term goal: In the next 20 to 30 years, create 1 to 2 world-class jewelry brands with high international reputation.
The international development goals of Shenzhen jewelry regional brands are (1) short-term goals: in the next five to ten years, Shenzhen jewelry companies with registered trademarks overseas will account for more than 30% of the total number of companies, and strive to establish independent brands overseas. The brand is sold to more than 10 jewelry companies above designated size. (2) Mid-term goal: In the next ten to twenty years, Shenzhen jewelry companies with registered trademarks overseas will account for more than 50% of the total number of companies, and strive to have more than five Shenzhen jewelry brands enter the markets of developed European and American countries. (3) Long-term goal: In the next 20 to 30 years, Shenzhen jewelry companies with overseas registered trademarks will account for more than 70% of the total number of companies, and create 1 to 2 world-class jewelry brands with high international reputation.
Focusing on historical changes, the center of the skit highlights China's economic boom. Praise the characteristics of Shenzhen Special Economic Zone. The selling point is Shenzhen's rapid economic development.