With the deepening of economic globalization and the increasingly fierce market competition, brand, as an important factor of core competitiveness, will surely play an increasingly important role. For enterprises, the decisive battle in the market depends on brands rather than simple products.
Baoyi Jewelry was founded in 1990. After more than 20 years of development, it has developed from a small workshop to a comprehensive large enterprise group. With the support of governments at all levels, China Jewelry and Jade Industry Association and Shenzhen Jewelry and Jade Association, Baoyi Jewelry has achieved long-term healthy and orderly development, won credibility in the jewelry industry, grown into a powerful brand with the highest brand honorary title of "China Famous Trademark" and "China Famous Brand" in China's jewelry industry, and formed stable strategic cooperation relations with influential international associations and professional institutions such as DTC, International Platinum Association and World Gold Association.
1. Enterprise development strategy for brand creation
1990, Shenzhen Baoyi Jewelry Processing Factory was established in Shenzhen, focusing on the design, processing and production of R&D and infiltrated metal inlay products. When the industry is still in the primary stage of product manufacturing and we don't know what the brand is, the company leaders have a keen brand awareness, and the "Baoyi" brand was first born in Shenzhen jewelry industry. "Brand building", the helmsman of Baoyi Jewelry has established such a clear basic business strategy from the very beginning. Only by establishing their own strong brands can enterprises develop continuously and build respected enterprises. What Baoyi wants to do is a century-old enterprise, not a temporary enterprise, so "establishing a career with brands and promoting development with brands" must be Baoyi's unswerving basic strategy.
In order to ensure the excellent quality of products and establish a good brand image, as early as 1992, the company spent huge sums of money to introduce a number of advanced production and processing equipment from abroad. In the development process of more than 20 years, Baoyi Jewelry has always held high the brand banner, from product R&D and design, process innovation to enterprise management and marketing promotion, from internal management and cultural innovation to customer external service and brand public relations communication, every link is around the brand, constantly adding points and value to the brand.
20 12 China jewelry yearbook
20 12 China jewelry yearbook
2. Differentiated positioning
The jewelry industry in Shenzhen began to rise in the 1980s, and has been developing rapidly for more than 30 years. However, with the rapid development of the industry and the increasingly fierce market competition, the homogenization competition among enterprises is becoming more and more serious. Regardless of product style, product structure and positioning, business model, marketing channels, publicity strategies, after-sales service, brand image, store image and even brand naming, enterprises are similar in all aspects and have no own characteristics at all. In view of this homogeneous industry competition, Baoyi Jewelry is determined to jump out of the barriers and make innovative and differentiated brand positioning.
Based on the profound insight and comprehensive consideration of the present situation, development trend and the enterprise's own situation in China, Baoyi Jewelry took the lead in putting forward the concept of "jewelry integrated service provider" as early as 2005, and positioned its brand here, hoping to form a clear difference between Baoyi Jewelry and other peers by providing customers with a number of integrated brand services from product concept development to design, from promotion to event planning, and establish its uniqueness in the jewelry industry through clear differentiated positioning.
Since the establishment of Baoyi's unique brand positioning as a "jewelry integrated service provider", the company has rapidly changed its market role from a simple product export to a jewelry integrated service provider, completing a qualitative leap in the history of brand upgrading and development in Baoyi. The company constantly innovates and perfects the comprehensive service system, and builds Baoyi's unique customer service standards, including brand-new product value mining, professional marketing system support, excellent product quality control, and one-on-one service throughout the process. The launch and improvement of a new service has won wide recognition and praise from customers all over the country. After more than seven years of cultivation and development, Baoyi Jewelry has successfully established its leading brand position as a "comprehensive service provider" in the domestic jewelry industry.
3.CIS system to create a unified and distinctive brand image
Brand has a clear positioning, and there is no guarantee that it will be recognized and accepted by customers, markets and consumers. In order to show the unique positioning of Baoyi as a "jewelry comprehensive service provider" to the world with a unified and clear image and to create a distinctive brand image of Baoyi, in 2005, the company established and introduced a brand-new unified CIS enterprise identification system, and updated the company's VI vision, MI concept and BI behavior logo according to the clear brand positioning, and all kinds of publicity materials appeared in a unified image. In 20 12, in order to meet the needs of enterprise development, Baoyi Jewelry upgraded its enterprise identification system in an all-round way again, so that the market can have a more standardized understanding of Baoyi jewelry and establish a more unified corporate image; Within the enterprise, Baoyi Jewelry actively establishes corporate culture and cultivates employees' sense of identity with corporate values; Externally, Baoyi adheres to the brand positioning of "jewelry integrated service provider" in all activities, public relations and product promotion. After seven years of unification and concentrated accumulation, Baoyi has achieved a high degree of unification in brand assets, overall sense of value and brand image, and formed a clear and unique corporate image in the industry, laying an important brand foundation for the long-term construction of famous brand enterprises.
20 12 China jewelry yearbook
4. The continuous innovation of product design, technology and technology is the power source of brand core competitiveness.
The competition of jewelry brands is ultimately the competition of products. Without products, a brand is a tree without roots and cannot be evergreen. In order to forge the core competitiveness of Baoyi brand, the company has made painstaking efforts in the development and design of new products, production technology and technological innovation, and spared no effort to invest heavily in manpower, material resources and financial resources, and has achieved fruitful results that are enough to laugh at peers.
In terms of new product innovation, in 2007, Baoyi launched the "Aegean Sea" series, which was well received by the industry as soon as it appeared at the Shanghai International Jewelry Fair in April, and was invited by Lao Fengxiang, a century-old famous enterprise in Shanghai, as the exclusive agent for the national retail business of this series of products. In 2008, the company successively launched classic series products such as "Flamengo" and "Shanghai Beach", and the market response was unprecedented; In 2009, in order to grasp the market demand, the "rock sugar" series has achieved good market results; 20 10 launched the DOLALA series in combination with market hotspots, creating the myth of jewelry product sales; Adhering to the fine tradition of constantly innovating products, Baoyi Jewelry launched the texture ring 24.7 series on 20 1 1, which caused a great sensation in the market with its innovative concept.
In order to enhance the core technological competitiveness of Baoyi and promote the sustainable development of enterprises, Baoyi has made great efforts to carry out technological transformation and innovation, and made indelible contributions to the technological development of China's jewelry industry by tapping the internal potential of enterprises and cooperating with social scientific research and educational institutions. In 2006, Baoyi Company and Shenzhen Gold & Jewelry R&D Promotion Center invested to build a precious metal material R&D technology center, and developed 14K and 18K joint materials. Through theoretical model derivation, the production experience of jewelry manufacturing enterprises for many years was collected, and the existing materials were tested and systematically arranged according to the experimental formula, and the preparation of 14K and 18K gold was realized. In the same year, the company and the Nanjing Institute of Geology and Mineral Resources of the Ministry of Land and Resources jointly established the "Baoyi Jewelry Postdoctoral Mobile Station Practice Base", which integrates production, learning and research, integrates product production and development, training and teaching, and scientific research projects, and pioneered the unique domestic patent scientific research achievements such as the application of the "six-enclosed and one-embedded method" of jewelry inlay technology and the environmentally-friendly mold-holding machine. In addition, the company also cooperated with Shenzhen Senior Technical School to establish Baoyi Jewelry Design and Technology Research Institute, which is dedicated to the process development and production of precious metal inlaid jewelry. At present, the technical innovations mainly include the wide application of gold bead technology, the transformation of uranium paint technology, the innovation of stamping technology, the innovation of casting technology and the innovation of inlay technology.
After years of continuous efforts, Baoyi Jewelry has obtained a number of patented technologies. Among them, there are 9 utility model patents: injection molding machine, environmental protection and low-consumption clamping protection equipment, ring for integrally fixing decorative stone, six-in-one and seven-in-one, nine-in-one, seamless inlaid jewelry, multi-edge inlaid micro-nail, gemstone restoration movable inlaid locking mechanism and claw-free inlaid diamond ring. We have 45 design patents: bracelets, necklaces, hairpins, belt buckles (a) and (b), Liuhe one-claw plum blossom ring, heart-shaped claw plum blossom ring and so on. It also enjoys four copyrights: 99-year-old diamond inlay, seven-star moon-hugging diamond inlay, Liufu concentric diamond inlay and eight-pin inlay design. The continuous product and technology innovation of Baoyi Jewelry has forged the brand core competitiveness that competitors can't reach, and also made enterprises stand out in the fierce market competition environment, winning the special favor of customers and markets.
5. The excavation and enrichment of cultural connotation is the charm and soul of the brand.
As a symbol of spiritual value, the cultural connotation of jewelry products occupies a very important position in the consumption process. In a sense, jewelry production is production culture, jewelry management is management culture, and jewelry sales is sales culture. The cultural connotation and spiritual value of jewelry products, like the soul of a brand, are the fundamental factors that make jewelry brands unique and really attract consumers. Bao Yiren clearly knows that to create a jewelry brand, there must be cultural support. Therefore, while vigorously transforming and innovating products and technologies and forging the core competitiveness of brands, it has become the top priority in its brand management strategy to continuously explore and enrich the cultural connotation of brands and products and endow them with unique emotional value.
In the research and development of a series of new products of Baoyi jewelry for many years, we can clearly see the profound cultural background and rich connotations of its brand, such as the Aegean series which embodies the Mediterranean romantic love culture style, the fairy tale trilogy series which embodies the romantic European love story (the Guardian series of Edinburgh, the Princess Sandy series and the Princess Aino series), the "Longxiang Tianxia" pendant series which excavates the value of Chinese jewelry elements, and the texture of consumers' emotional appeal. Every product with Baoyi logo is a story about culture, emotion and spirit. It is precisely because of all kinds of rich cultural connotations that Baoyi's products have fresh vitality and are loved and sought after by consumers.
Social responsibility makes the brand shine forever. At the same time, Baoyi Company deeply realized that the development of enterprises and brands can not be separated from the nature and society that carry us. Baoyi has a point of view that "big enterprises have big responsibilities", and enterprises can't just focus on profits and be irresponsible. Under the trend of globalization, consumers and people's expectation for an enterprise or brand is not only a product, but also a force to change society. The civic responsibility of enterprises and brands will be the key to the success of future brands. Baoyi believes that there are several different levels of corporate and brand social responsibility. The most basic social responsibility is embodied in the quality of products produced by enterprises, that is, the products provided by enterprises to customers and consumers must be qualified in quality, and there must be no quality defects or safety and health hazards. Therefore, in 2006, Baoyi passed the "ISO900 1:2000" quality management system audited by Moody's International, and passed strict quality management standards.
Secondly, the social responsibility of Baoyi brand is also reflected in environmental protection. In May 2006, the company passed the international authoritative certification of "ISO 1400 1:2004" environmental management system. In order to actively respond to the national call of "building a sustainable economic society", Baoyi Company has taken many measures in environmental protection, including: classifying wastes, collecting and handing over wax removal wastewater generated in the production process according to hazardous waste treatment methods; Formulate corresponding control measures for potential fires; Implement energy saving and consumption reduction, and achieve the purpose of saving electricity, water and resources by formulating strict measures.
20 12 China jewelry yearbook
Baoyi Jewelry takes the industry as its responsibility to serve the country and has a high sense of social responsibility. In addition to strictly demanding that products are responsible for consumers and factories are responsible for resources and environment, it is also enthusiastic about social welfare undertakings, such as "Love Hope Project and Love Laojinggang Area", and has repeatedly donated money to the Hope Project Implementation Office of Ji' an City to build "Shenfu Hope Primary School in Ji' an County"; The caring action of "Love the disaster area and donate money for disaster relief" helps the people in the disaster area affected by typhoon to overcome the flood disaster as soon as possible, resume production and rebuild their homes as soon as possible; Since 2004, we have donated money to the Vocational College every year to set up the "Jewelry Design and Production Class for Poverty Alleviation Students in Heyuan", and sent key talents from the company to carry out teaching practice. All qualified graduates were arranged to work in Baoyi. As a result of actively participating in and organizing various public welfare activities, Baoyi Company has become one of the key enterprises supported by the Shenzhen Municipal Government. A good sense of social responsibility has also injected infinite charm into Baoyi brand, making it brighter and brighter, winning the respect and trust of customers and the public.
20 12 China jewelry yearbook