Meng Hanhua
1. Basic situation of enterprise development
Wuhan New World Jewelry Gold Co., Ltd. specializes in "Xinjin" brand jewelry. The company was founded in 1983 , is a professional operating enterprise integrating raw material procurement, design, production and retail services. It has 30 years of excellent service experience. It is the first professional gold store established in Wuhan after the founding of New China and is a comprehensive member of the Shanghai Gold Exchange. , the vice president unit of China Jewelry and Jade Jewelry Industry Association, the president unit of Wuhan Gold Jewelry Industry Association, the most famous and largest jewelry brand in Hubei Province.
The "Xinjin" brand mainly operates jewelry retail, wholesale and manufacturing businesses. It has a jewelry culture industrial park covering an area of ??more than 16,000 square meters and a construction area of ??more than 35,000 square meters in Jianghan Economic Development Zone in Wuhan City. , has a jewelry information logistics center of more than 8,000 square meters in the city center, more than 100 chain (franchise) stores and more than 600 dealers in Hubei Province and the central region, with product sales throughout Hubei, Henan, Jiangsu, and Beijing. , Anhui, Shanghai, Tianjin, Shanxi, Inner Mongolia, Hunan, Chengdu, Sichuan, Xi'an, Shaanxi and other regions, and has set up subsidiaries in Hong Kong to continuously connect the most cutting-edge and fashionable jewelry designs and business concepts with the company.
Since 2001, the company has passed ISO9001:2000 international quality management system, ISO140001:2004 environmental management system, GB/T28001-2001 occupational health and safety management system, measurement assurance capability and other certifications, making " The "Xinjin" brand has a strong quality guarantee. "Xinjin" brand jewelry has been rated as "China Famous Brand Product", "Hubei Famous Brand Product", and "Hubei Famous Trademark". The company has been awarded as "Civilized Unit", "Top 100 Enterprises" and "Excellent Enterprise" by Hubei City. Named by the Provincial People's Government as a "Contract-abiding and Credit-worthy Unit", it was awarded the "National Outstanding Demonstration Store with No Counterfeit Products in Hundreds of Cities and Thousands of Stores" by 6 ministries and commissions including the Central Propaganda Department and the Ministry of Commerce, and was named a "National Gold Industry Star" by the China Gold Association. Enterprise", and was named "Excellent Enterprise in China's Jewelry and Jade Jewelry Industry", "Technological Innovation Enterprise" and "Excellent Enterprise in Brand Creation" by the China Jewelry and Jade Jewelry Industry Association. The company also has a group of arts and crafts artists, engineers, managers and Wuhan May 1st Labor Medal, model worker, outstanding entrepreneur, Wuhan Quality Contribution Award, Hubei Province Outstanding Private Entrepreneur, National Technical Expert, National Outstanding Salesperson, National Outstanding employees and elite management teams such as outstanding entrepreneurs in the gold industry and national model workers in the gold industry.
In 2012, with the unity and hard work of the cadres and employees, the company overcame the impact of economic slowdown and market weakness and achieved good operating results: it is expected to complete a total industrial production output value of 7.37 billion yuan. Achieved sales revenue of 7.679 billion yuan.
2. Main problems existing in enterprises
Although the economic construction of enterprises has entered a new stage and development has entered a new era, there are also some long-term problems that have plagued the development of enterprises:
(1) The brand market positioning is not clear: there is no big gap with competitors, and the risk of being closely watched or even surpassed by competitors is always present; there is still a considerable gap between brand development and the market.
(2) The corporate governance structure is imperfect: the management system is not sound enough; the organizational and industrial structure needs to be optimized; the product technology supports the market's ability to resist risks.
(3) Lack of loose policy environment: Government support is insufficient, especially the lack of extensive and flexible financing channels and high capital costs.
(4) Difficulty in recruiting workers and high labor costs restrict and affect the development of enterprises: they not only seriously affect the production and operation costs of enterprises, but also aggravate the difficulties of enterprise production and operation.
China Jewelry and Jade Jewelry Yearbook 2012
3. Main measures for enterprises to respond
3.1 Take science and technology as the guide to enhance the technological content and core competitiveness of products
The first is to increase product R&D, design and continuous updating capabilities, and improve the technical content and patent technology level of products; the second is to resolutely implement "quality projects" to reduce production costs and losses, and improve labor productivity; third The first is to implement differentiated production in the brand development strategy and explore traditional jewelry culture; the fourth is to consolidate and strengthen strategic cooperative relationships with relevant scientific research institutes and international industry organizations, carry out multi-level technical and management cooperation, and improve the scientific research and management of enterprises. ability.
3.2 Actively study commodity fashion trends, seize market trends, guide market consumption, and grasp the right to speak in the market
(1) Continue to adjust the product structure and increase the use of diamonds, jade, and nonferrous metals Gem-based marketing strategy.
(2) Pay close attention to the construction of sales outlets, add special franchise outlets, and reshape the "Xinjin" brand image.
(3) Strengthen support and services for franchisees. First, provide support to franchisees from the aspects of brand, culture, management, etc.; second, use modern financial products to actively promote franchises. Customer financing docking business forms an industrial chain with healthy development; thirdly, it develops a group of strategic partners that provide healthy support to the Xinjin brand.
(4) Seizing the opportunity of the development of the e-commerce industry, online sales have developed rapidly, which has played a good supporting role in corporate sales strategies.
3.3 Make every effort to grasp the gold trading market and build a gold trading highland in central China
(1) Seize the opportunity of the country’s vigorous development of modern service industry and capital market to consolidate and improve the gold trading market Its status as a flagship enterprise in Wuhan, Hubei Province has become an important economic growth pole for the company.
(2) Make every effort to lay out business outlets and actively expand futures intermediary business and related financial product investment derivatives business.
China Jewelry and Jade Jewelry Yearbook 2012
3.4 Focus on implementing the talent growth project, professionals do professional things
(1) Vigorously do a good job in talent introduction, Strengthen the management of the professional quality and professional ethics of employees, improve market development capabilities, customer maintenance capabilities, and consulting and guidance capabilities; establish a strong production and operation management team.
(2) Pay attention to employee training and career education, focus on strengthening employees’ brand awareness and service awareness; strive to create a group of industry-leading talents.
(3) Sound and improve the performance appraisal system and implement full coverage of job performance appraisal for all positions.
4. Thoughts on enterprise development strategies
If jewelry enterprises want to remain invincible in the fierce market competition and successfully survive the severe winter of the world economic cold wave, on the one hand, they need enterprises On the other hand, our own tenacity and hard work also require strong support from the state.
(1) The state should increase policy and regulatory support for jewelry enterprises, promote the transformation and upgrading of enterprises, and create a stable and sustainable development policy environment for enterprises.
Looking at the overall social situation, every time the country carries out macro-control, the first to be affected are often those small and medium-sized enterprises with the weakest ability to withstand market risks, which also includes jewelry companies. For example, the tightening of monetary policy has put the capital chain of many small and medium-sized enterprises with insufficient funds at risk of rupture.
A stable policy environment is the fundamental guarantee for the sustainable and healthy development of jewelry companies. On the one hand, the state should formulate some policies to support the development of enterprises through legislation; on the other hand, it should supervise the effective implementation of existing policies and regulations, try to reduce the burden on small and medium-sized enterprises, provide a good policy environment for small and medium-sized enterprises, and promote the health of small and medium-sized enterprises develop.
(2) Build an information service platform for jewelry enterprises. ① Help jewelry companies solve credit evaluation problems. ② Help jewelry companies rationally allocate resources, improve operational efficiency, and solve many difficulties currently faced by companies. ③Effectively help enterprises deal with recruitment problems.
(3) Improve the loan guarantee system and actively expand corporate financing channels. ① It is recommended to establish a special loan guarantee fund for jewelry enterprises and establish a guarantee system with multiple sources of funds, participation in multiple organizational forms, and a multi-level structure. At the same time, a direct financing market will be established to promote the flow of corporate property rights and establish a cultivation mechanism for jewelry companies to go public for financing. ② Increase financial support, while reducing corporate tax burdens and solving the problem of value-added tax invoices for small-scale taxpayers.
(4) Help jewelry companies improve their operation and management levels. ① Help jewelry companies develop their internal skills, improve the overall quality and management level of operators, and carry out a series of trainings or special lectures on entrepreneurial qualities and jewelry company management. ② Help enterprises to improve the company's governance structure, development strategy, management and control system, profit model, enterprise and product positioning, help enterprises integrate limited resources to build the core competitiveness of the enterprise, win the initiative in the market, and pursue the sustainable health of the enterprise develop.
2012 China Jewelry and Jade Jewelry Yearbook