Ren Huaican
Kunming Colorful Yunnan (International) Jade Jewelry Co., Ltd. is an international jadeite enterprise integrating jadeite raw material procurement, stone cutting, scientific research, design, production, sales and chain operation. Organization, the "Colorful Yunnan" jade brand it operates is promoted nationwide through direct sales and franchise chain business models, and the brand is well-known at home and abroad. "Colorful Yunnan" jadeite has always insisted on building a brand with exquisite processing technology, modern design concepts, professional procurement models and strong management capabilities, and has always adhered to the "scientific management, quality-oriented, honest management, clear price" "The business principle is to go all out to create and maintain the industry's benchmark brand image. After 20 years of development, it has won high praise from all walks of life.
Myanmar is currently the only source of jadeite with commercial value in the world. Myanmar jadeite raw materials can only be purchased through "public sales" held by the government every year. Myanmar's "public sale" market affects changes in the domestic jade market. In 2012, due to the influence of the political situation, Myanmar's two jadeite wool "public sales" were canceled. The trading volume and import volume of Chinese jadeite rough stones showed a sharp decline trend. At the same time, the sales of jadeite jewelry at retail terminals also showed signs of gradual decline. Jadeite The investment and collection markets have become sluggish, and the jade market has turned from "hot" to "cold" sharply. The "cold" status of the jadeite market is a double-edged sword for colorful Yunnan jadeite, which means both challenges and opportunities. To this end, "Colorful Yunnan" Jade, based on the competitive advantages accumulated over the years, has taken advantage of the situation, constantly adjusted marketing strategies, pioneered and innovated, and responded flexibly to the current jade market.
1. Continue to strengthen brand building
As early as 1997, the "Colorful Yunnan" brand began to formulate and implement the jade brand strategy from the very beginning. In response to the lack of industry standards in traditional jade management, we took the lead in establishing a scientific and standardized jade commercial grading system and commodity pricing system, established a scientific quality management system and commodity management system, and gained huge advantages in jade management.
China Jewelry and Jade Jewelry Yearbook 2012
"Colorful Yunnan" Jade adheres to the principle of "honest management and true price", and the goods sold are all clearly priced and do not negotiate. In terms of jade operations, we strictly follow our own jade commercial grading system, commodity pricing system, quality management system and commodity management system, and conduct "commitment system" operations. In order to protect the rights and interests of consumers, all products are equipped with jewelry appraisal certificates provided by the National Jewelry and Jade Quality Supervision and Inspection Center or the Yunnan Jewelry and Jade Jewelry Quality Supervision and Inspection Institute. The shopping mall appraisal center has also introduced American GIA jewelry testing equipment to provide free jade jewelry and jade appraisal services, and established a complete after-sales service system.
In the operation process of "Colorful Yunnan" jade jewelry and jade, the salesperson is no longer a shopping guide in the traditional sense, and the relationship with customers is not just a simple "buyer" and "seller" relationship. While selling jade jewelry and jade to customers, they also promote and disseminate the extensive jade jewelry and jade culture, so that customers can have a better understanding of the cultural history and artistic value of jade jewelry and jade while owning jade jewelry. In a sense, the "Colorful Yunnan" jade salesperson is a disseminator of jade jewelry and jade culture. He plays a positive role in promoting national culture and spreading jade jewelry and jade knowledge. He is an important part of the "Colorful Yunnan" brand. components.
“Colorful Yunnan” jadeite has won recognition from all walks of life for its scientific management and unique charm, and has successively won various honors awarded by various authoritative organizations. In 2004, the Yunnan Provincial Department of Commerce, on behalf of the Yunnan Provincial Government, awarded Colorful Yunnan the title of "Yunnan Jade No. 1". Qian Qichen, Tian Jiyun, Zhang Kehui, Qian Weichang and other leading comrades also visited Colorful Yunnan and spoke highly of Colorful Yunnan. "Colorful Yunnan" jadeite has successfully passed the ISO9001:2000 standard quality system certification for seven consecutive years, and has been awarded "Yunnan Famous Brand", "Yunnan Province Famous Trademark", "China's Top Ten Luxury Brands", and "China's Famous Brands in the Jewelry and Jade Jewelry Industry" , "China Jewelry and Jade Jewelry Industry Reliable Demonstration Store", "China Famous Brand", "China Famous Trademark" and other honorary titles.
2. Take advantage of the situation and pioneer and innovate
In order to let more people share the products and culture of "Colorful Yunnan" jade, "Colorful Yunnan" jade relies on brand, resources, scale, technology And service advantages officially launched the chain franchise business in 2005. To this end, Colorful Yunnan has gathered years of successful experience and the wisdom of the team to form a system including "Corporate Image Identification System", "Publicity Planning System", "Jade Knowledge Training Materials", "Jewelry Sales Skills", and "Shopping Guide Training Manual" , "Franchise Store Operation Manual", "Colorful Yunnan Jade Brand Image Standardization Guidelines" and other mature operating systems provide detailed operating methods and strict management systems for franchise stores, and have established a strong logistics system and distribution system , strengthen commodity organization and ensure commodity supply. We provide detailed guidance to franchisees at every stage from the location selection, decoration design, training to opening of the franchise store, and provide follow-up guidance and support in training, management, marketing, advertising, etc. to help franchisees quickly get back on track. Operation track, continuously improve the competitiveness and operating performance of franchise stores.
2012 China Jewelry and Jade Jewelry Yearbook
On December 25, 2005, the first "Colorful Yunnan" jadeite franchise store, Shandong Zibo flagship store, officially opened. So far, Colorful Yunnan already has four major flagship stores in Beijing, Kunming, and Canada, with 17 franchised stores in Zibo, Nantong, Kunshan, Qingdao, Taiyuan, Hangzhou, Changshu, Tangshan, Jiangyin, Ningbo, Xi'an, Yiwu, Ordos, Jinan, Shijiazhuang, Wuhan, and Xiamen Chain flagship store, 2 Golden Eagle store-in-stores in Nanjing and Xuzhou. Among them, Beijing Colorful Yunnan Jade has built a modern jade jewelry mall with a museum concept with a new modern jewelry and jade mall image and a new expert service concept, making contributions to the standardization, prosperity and development of the Beijing jade jewelry and jade market. contributed. The "Colorful Yunnan" Jadeite flagship store in Vancouver, Canada means that the "Colorful Yunnan" jadeite flower has begun to bloom brilliantly on the world map. The Colorful Yunnan Jade South Asia Boutique opened elegantly in June 2012. It has successfully transformed from a tourist shopping store to a high-end boutique in Spring City, Yunnan Province. It has used exquisite jade treasures to build a platform for jade appreciation and exchange for the people of Spring City. platform.
China Jewelry and Jade Jewelry Yearbook 2012
Faced with the market downturn, Colorful Yunnan actively expands "adapted to local conditions" and "flexible" marketing methods to find the most suitable marketing method for itself Through various channels, we can break through sales difficulties and continuously carry out various publicity activities to further enhance brand influence and promote steady sales growth. Not only has "Jade Warm Winter·Ai Ze New Year", "Cui Diamond Warm Spring", "New Year's Heart Gift", "Blooming Women's Day", "Thanksgiving Mother's Day", "Sentimental Father's Day", "More Jade" ·The more beautiful”, “Love Dragon Boat Festival·Accompanied by Jadeite”, “Chinese Valentine’s Day – the perfect match for jadeite true love”, “Starry Stars·Cuiyu Yun Tianxia”, “Tibeters Win the World” and other small and medium-sized promotional activities are also organized. It has held large-scale events such as the "Sixth Jade Culture Festival of Shanxi Province", "The First Jade Culture Festival of Shijiazhuang", and "Jade Jewelry Public Sale". Colorful Yunnan Jade continues to organize store celebrations, traditional Chinese festival promotions, investment and collection lectures and other activities, inviting celebrities from all walks of life such as Yang Liping, Fan Zeng, Wang Gang, Li Shuangjiang, Fei Xiang, Liu Shikun, Zhao Zhongxiang, Ma Yili, Zeng Zimo, Huang Shengyi, Wang Ji, Huo Siyan, etc. Together we interpret the jade culture and swim against the current, so that the colorful Yunnan jadeite still maintains the "warm spring" of brand promotion and product sales in the "cold winter" market.
In addition, expert design and famous master carving are the source of endless vitality for "Colorful Yunnan" jadeite jewelry. Colorful Yunnan has established a team of professional designers. In terms of product design, we focus on jade jewelry and explore the combination of jade with other jewelry, jade, diamonds, precious metals and other fashionable jewelry materials. It inherits the tradition while embodying the color of modern life. It not only retains the natural inherent spirituality of jade, but also highlights the It has a profound jade culture. A piece of extraordinary and outstanding "Colorful Yunnan" jade jewelry was launched. The jade carving works have won the "Tiangong Award" many times, and the "Fashionable Emerald Beauty" series of products have applied for national patents.
3. Face challenges head-on and have the courage to make breakthroughs
Over the past 20 years of development, Colorful Yunnan Jade has not only achieved good economic benefits, but also achieved good social benefits. Therefore, "Colorful Yunnan" jade is based on its own brand and is committed to promoting the development of the brand and the national jade jewelry and jade industry. Facing the downturn of the jade industry in 2012, Colorful Yunnan seizes the opportunity and continues to adhere to the principle of "quality first" , expand purchasing channels and change production and management concepts according to market changes.
First, in terms of commodity procurement, focus on cultivating professional procurement personnel, forming a professional procurement team, changing from single- and double-line procurement to multi-line procurement, conducting comparative analysis of the commodity procurement market, and controlling procurement. cost to ensure high-quality supply. Second, in terms of product production, based on the actual market conditions, we will change the original production and management concept, strengthen the training of technicians to improve their craftsmanship, and continue to innovate and complete product transformation and upgrading on the basis of adhering to traditional craftsmanship. Ensure excellence in product production. Third, in terms of product design, "Colorful Yunnan" Jade will continue to introduce and update design concepts to further improve the design level. Combining the traditional culture of jade with modern design concepts, jade products can reflect the characteristics of different times to meet the needs of customers at different levels, and successfully launched the "Roman Holiday" series of jewelry that combines traditional and fashionable styles. Fourth, in terms of brand promotion, "Colorful Yunnan" Jade will continue to use various platforms to fully display new products and high-quality products, highlight brand culture and jade jewelry culture, and allow consumers to fully understand the endless charm of colorful Yunnan jade jewelry, and continue to Improve the reputation of the "Colorful Yunnan" jadeite brand. Fifth, in terms of customer service, continue to maintain the original customer resources and continuously develop potential customer resources to increase the customer base of Colorful Yunnan Jade, and serve customers with high standards at all times to increase customers' awareness of "Colorful Yunnan" Jade brand loyalty. Sixth, in terms of operation and management, Colorful Yunnan Jade has always insisted on operating with integrity and serving every customer with high standards of service, changing its business philosophy, constantly improving its business management level, focusing on operating with integrity, pioneering and innovating, and constantly making progress, so that Enterprise management is more professional and standardized.
2012 China Jewelry and Jade Jewelry Yearbook
Colorful Yunnan Jade will adhere to the concept of scientific development and large-scale and powerful marketing strategies, buck the trend and steadily expand the franchise chain business and broaden the brand marketing network. This has enabled Colorful Yunnan to continue to grow and develop in the fierce market competition, gain a firm foothold in the face of changing market demands and external crises, and always maintain its leading position in the jade industry.