Yang Xiuzhen

Fuhui brand was founded in 1984 and has gone through 28 years so far. The first 18 years were the best period for China's economic and social development. Fuhui won the 18-year golden development period and became the leader of Chinese jewelry companies. Three presidents of the country, seven members of the Standing Committee of the Political Bureau of the Central Committee, and several foreign heads of state visited the company in person, leading the trend of China's jewelry industry. When the wheel of history enters the 21st century, due to the influence of the system and many factors, the enterprise has also reached the critical point of survival and development. Setbacks and difficulties have severely tested Fuhui people.

Frustration is a common situation encountered in business operations. The weak fall in the face of setbacks, while the strong grow and rise in setbacks. Fuhui people did not remain silent in fear, nor did they die in addiction to the past. Instead, we held our strong heads high in the face of difficulties, and with the same passion and fighting spirit we had when we started our business, we entered a new decade of second entrepreneurship that was full of ups and downs.

1. Work hard and endure hardships

In the development of Fuhui Company in the last century, it mainly focused on gold jewelry processing and export. In the mid-1990s, when Shenzhen's gold jewelry processing industry rapidly entered into leap-forward development due to its superior geographical location, flexible mechanism, complete business formats, and strong financial strength, Fuhui's gold jewelry processing advantages were no longer good. Coupled with the country's major adjustments to its gold jewelry export tax rebate policy, the company is facing huge development difficulties.

Fuhui people were not intimidated by the difficulties in progress. In 2002, the company embarked on joint-stock reform, and the operating mechanism and incentive mechanism were effectively activated. The company's decision-makers reviewed the situation, adjusted the business strategy in a timely manner, seized Fuhui's good brand foundation, and relied on the good opportunities of the broad development prospects of the Haixi Economic Zone to quickly shift from a single export to both domestic and foreign sales, and formulated a plan to open up direct sales of jewelry in the province. The two-legged policy of Jinhang and department store counters across the country focuses on shaping the Haixi brand image, enhancing brand competitiveness, constantly transforming processing bases, increasing investment in human, financial and material resources to develop high-end products, while exploring new development ideas such as diversified operations, and creating the glory of the new decade.

2012 China Jewelry and Jade Jewelry Yearbook

1.1 Actively expand domestic jewelry retail outlets

Fuhui brand is the most influential local brand in Fujian Province , enjoys a good reputation in the society, the company takes this as an opportunity, relying on the advantages of the Haixi Economic Zone, to build a famous Haixi jewelry brand. On the basis of investing in new installations of several original Fuhui monopoly gold banks, it has also opened a new store in Fuzhou Three new jewelry stores with investments of tens of millions of yuan have been opened in the bustling business district. Fuhui counters and specialty stores in Xiamen, Longyan, Quanzhou, Zhangzhou and other places have also established themselves in the local area and are quite large-scale. In addition, we will continue to consolidate Fuhui counters in Dalian, Wuhan and other places and take root in markets outside the province. Up to now, Fuhui Company has invested more than 100 million yuan in directly-operated stores.

2012 China Jewelry and Jade Jewelry Yearbook

1.2 Reshape the brand image and enhance brand competitiveness

In 2002, Fuhui Company made great efforts to improve the Fuhui brand The company's image has been re-upgraded, and the business philosophy of "I have what others don't have, I have what others have, I have innovations, and I have excellence in people", striving to become the most influential jewelry brand in the Haixi Economic Zone. A series of brand recognition systems including Fuhui's new logo, brand culture and store image were launched. The new brand image, counter sales plus personalized and distinguished counter services, considerate after-sales service and targeted marketing have gradually been recognized by consumers, and operating performance has increased year by year.

In September 2000, as recognized by the State Administration for Industry and Commerce, Fuhui became one of the first brands in the domestic jewelry industry to be awarded the title of China's Well-known Trademark. In 2004, the State Administration of Quality and Technology began to evaluate Chinese famous brands in the jewelry industry. In the fierce competition among strong players and elites from all walks of life in the jewelry industry, the Fuhui brand lived up to expectations and became one of the first nine Chinese famous brands in the gold jewelry category. one. Fuhui brand has also won the titles of "National User Satisfaction Product", "Famous Brand Enterprise in China's Jewelry Industry" and "Fujian Province's Key Export Brand for Cultivation and Development".

1.3 Take the initiative and actively participate in domestic and foreign jewelry exhibitions

The company actively participates in international jewelry exhibitions such as Switzerland, the United States and Hong Kong, as well as the Beijing China International Jewelry Exhibition, Shenzhen Jewelry Exhibition and the Canton Fair, etc. Various domestic professional and comprehensive exhibitions are held to display brand image, participate in industry competition, strengthen communication between the industry and customers, and absorb and learn advanced technology and fashion trends in the industry. The company also regularly organizes and arranges for technical personnel to participate in industry professional training and arranges for designers to go abroad for observation and inspection every year. The inlaid jewelry designed by the designers participated in the CCTV China Jewelry Design Competition and won the Bronze Award in the Inlaid Group.

1.4 Spending huge sums of money to transform the processing base

In 2001, the company adjusted the jewelry testing center that was created by itself and obtained metrological certification from the national quality and technical supervision department, and strengthened the company's internal The function of quality supervision is to rectify the production, processing and management of the processing plant in accordance with the requirements of ISO9000, implement the production concept of scientific management, formulate standardized operating standards for the process links, improve the quality management system, and achieve full control of all aspects of production. Computer networking has greatly improved work efficiency and effectiveness, reduced inventory, and saved costs.

(1) R&D and production of hard gold products

In 2012, the company seized the strong demand for pure gold hard gold products in the market and spent a lot of money to upgrade the electroforming ornamental equipment. Breaking through the limitations of traditional electroforming technology on styles and varieties, on the premise of ensuring the fineness of pure gold, advanced technology is used to process the softer "pure gold" in the traditional sense into pure gold with higher hardness. Hard pure gold It not only maintains the fineness of pure gold, but also has novel style and high hardness. At the same time, it is lighter and thinner than ordinary pure gold, and is generally welcomed by consumers. At present, this product is in the mass production stage, which not only adds new varieties of gold jewelry, but also increases the added value of the product and obtains better economic benefits.

(2) Continue to promote the processing and export of inlaid jewelry

In 2002, Fuhui Inlaid Factory hired senior jewelry design experts from Hong Kong and established a product research and development technology center, with design and R&D personnel reaching More than 30 people have been employed, and a batch of advanced production equipment has been introduced. The newly renovated mosaic factory is based on technological innovation and process innovation, abandoning the model of producing mass-produced goods, and strives to overcome technical difficulties. The technology is constantly innovating, breaking through the traditional concept of mosaic technology, with luxurious group mosaic, seamless mosaic, wax mosaic and micro mosaic. We have reached internationally advanced inlay technology for production, and our products are exported to Southeast Asia, the Middle East, Europe, the United States, Japan and other countries and regions. In the five years before the global financial crisis in 2007, processing and export volumes grew rapidly at an annual rate of 80%. After a two-year adjustment period, as the global economy enters a recovery period, the processing and export business of inlay factories has entered a busy period again. It is expected that more than 50,000 pieces of inlaid jewelry will be processed in 2012, with a total export value of US$30 million.

China Jewelry and Jade Jewelry Yearbook 2012

(3) Stand firm in the turning knife market

Fuhui Diamond Factory relies on its rich experience in diamond processing for more than ten years With experience and a strong technical personnel base, it has been producing diamond turning knives since 1997. Currently, there are dozens of varieties of diamond turning knives developed. It has undertaken the production and processing of turning knives for more than ten jewelry manufacturers in Shenzhen. The quality is praised by peers.

2. Actively and steadily explore diversified development paths

2.1 Expand the import and export business of general trade such as handicrafts

In 2002, the company consolidated its main business of jewelry On the basis of this, we try to expand the import and export trade business of handicrafts, clothing, and bags. At present, the company's business has developed into many fields such as clothing, food, machinery, stone, etc., and the market covers Hong Kong, Macao, Europe, the United States, the Middle East and other countries and regions. In 2003, the non-jewelry export trade volume was US$45.9 million, ranking fifth among private enterprises in Fujian Province.

2.2 Get involved in real estate and hotel tourism

While focusing on its main business production and marketing, Fuhui Company relies on funds raised internally by employees to try to carry out capital operations. Through mergers and The company expanded its scale through acquisitions and successfully entered new fields such as real estate and hotel industries. Within two years of 2008 and 2009, by participating in public auctions, we successfully acquired three large properties with a total construction area of ??tens of thousands of square meters.

China Jewelry and Jade Jewelry Yearbook 2012

In 2009, the company became the controlling shareholder of the quasi-four-star Fujian Wuyishan International Trade Hotel located in Wuyishan Scenic Area, China. Through the interior decoration of the hotel The transformation of hardware facilities and the introduction of a management team with rich experience in hotel management have greatly improved the hotel's operating conditions and greatly increased economic benefits.

2.3 Open Fuhui Pawn Shop

In recent years, the social demand for private financing capital has been quite active, and there are various financing channels and methods. Pawnbroking is a new and fast financing method. It is a special financing method with obvious characteristics such as flexible method and comprehensive supporting services. Therefore, its development prospects are very promising. After rigorous market research, the company set out to build Fuhui Pawn Shop. After two years of careful preparation, it was awarded a pawn shop license by the Ministry of Commerce in 2010 and put into operation, becoming the first jewelry company in the domestic jewelry industry to set foot in the pawn industry. . After opening, the business situation was good and the economic benefits were good.

3. The sea is changing, Fuhui and the industry have developed continuously in the past ten years

After ten years of secondary development, the wholly-owned and controlled companies of Fuhui Company have There are as many as ten companies, and the asset scale of the company has expanded from more than 10 million yuan at the beginning of the business to more than 300 million yuan. The asset-liability ratio is below 50%, and has been awarded a credit rating of normal and excellent enterprises by many banks. We plan to establish Fuhui Group Company based on the existing wholly-owned and holding companies.

After ten years of development, Fuhui Company, like other enterprises in China's jewelry industry, has been bathed in the spring breeze of reform and opening up. With the full care and support of the China Jewelry and Jade Jewelry Industry Association, it has overcome the obstacles on the way forward. Despite many difficulties, certain progress has been achieved. Another spring has passed through the mountains and rivers.

We are looking forward to the new decade of Chinese jewelry. In this important development stage when hundreds of flowers are blooming, hundreds of companies are vying for success, and brands are as numerous as stars, we will focus on the brand through effective industry self-discipline and honest management. The connotation and culture, together with the care of the market, are moving towards a mature market. We will redouble our efforts for the future of the Fuhui brand and make due contributions to the healthy and orderly prosperity and development of Chinese jewelry.

I believe that Fuhui’s tomorrow will be better, and that China’s jewelry industry will be more prosperous.