Lin Yonglin

China Jewelry and Jade Jewelry Yearbook 2012

Fujian Jindeli Group Co., Ltd. was established in August 1992 and is headquartered in Jinshanju, Fuzhou City Yuanzhou Industrial Zone. It is a comprehensive group company integrating science, industry and trade. It mainly produces and operates various gold jewelry, jewelry molds, fashion jewelry, home jewelry, craft gifts and other products. The sales network covers all parts of the country, and the products are exported to more than 30 countries and regions including the United States, Japan, and Canada. The company currently has more than 370 employees. Its subsidiaries include Fuzhou Jindeli Jewelry Co., Ltd., Fuzhou Jindeli Crafts Co., Ltd., Fuzhou Jindeli Jewelry Mold Co., Ltd., Fuzhou Jindeli Jewelry and Gold Co., Ltd., etc. Jindeli Group is a leading enterprise in the jewelry industry. The "Jindeli" trademark was recognized as a "China Famous Trademark" by the State Administration for Industry and Commerce in 1999. In 2005, Jindeli brand fashion jewelry ranked first in the industry. It was rated as "China's Famous Brand Product". In the same year, the Ministry of Commerce also awarded Jindeli the honorary title of "China's Famous Export Brand". In 2009, Jindeli Group was approved by the National Standards Committee to become the undertaking unit of the "National Jewelry Standardization Technical Committee Jewelry Precision Processing Devices Sub-Technical Committee" and the "National Jewelry Standardization Technical Committee Simulation Ornaments Sub-Technical Committee", further strengthening the company's position in the industry right to speak.

Jindeli Group is the first private enterprise in Fuzhou to establish a party and labor union organization. The group’s party organization was rated as the “Advanced Grassroots Party Organization in Fujian Province” by the Fujian Provincial Committee, and the group’s labor union was rated as the “Advanced Grassroots Party Organization in Fujian Province”. It was overall rated as "National Model Employees' Home", and the group organization was awarded the titles of "May 4th Red Flag Youth League Committee" and "National Youth Civilization" by the Youth League Central Committee. Jindeli is the first in the country to advocate "not calling migrant workers migrant workers or migrant workers" and treats employees as relatives. The group has a staff canteen, a broadcast room, a library, a high school cultural cram school and various skills and management training courses. The "Intimate Sister" hotline has been opened, and the "Intimate Sister Talk" and "Love Nursery" have been created to care about the growth of employees every step of the way. Over the past twenty years, Jindeli has developed into a model for the work of the party, labor and unions of private enterprises in Fuzhou. Hundreds of employees have fulfilled their dreams of university, technicians, and folk craft masters in Jindeli, and have become useful talents for social development. .

1. Corporate advantages

1.1 Brand advantages

Jindeli is the founder of China's mold and a promoter of the mold industry. After one year and nine months of experiments, Jindeli Group successfully developed China's first single-piece jewelry plaster mold, which changed China's thousands of years of traditional craftsmanship in making gold jewelry by hand. Jindeli Company has become a blockbuster since then. Its mold products can be found in the streets and alleys of China. Jindeli jewelry mold outlets even exist in remote areas of Tibet, Eastern Europe and many countries and regions in Asia.

The "Jindeli" brand is a well-known trademark in China, a Chinese famous brand and a Chinese export brand. It is also one of the top ten most influential brands in the national jewelry industry. Through the development of the company for more than ten years, the "Jindeli" brand has a great influence in the field of jewelry molds, accessories and jewelry. The "Jindeli" brand is deeply rooted in the hearts of the people.

2012 China Jewelry and Jade Jewelry Yearbook

1.2 Channel Advantages

Jindeli has a relatively systematic and mature market sales channel in China, forming a street-based sales channel. The alley-filled sales network radiates to domestic and foreign markets, with tens of thousands of Jindeli jewelry mold outlets across the country.

2. Enterprise innovation

2.1 Give full play to the advantages of provincial technology centers and enhance enterprise innovation

Adhere to the path of "production-academy-research", Relying on the company's provincial enterprise technology center and two national sub-technical committees, we strengthen cooperation with major universities, scientific research institutions, testing institutions, industry associations and other organizations to enhance the company's R&D innovation capabilities and ensure the implementation of the company's brand strategy . Adhere to the R&D strategy of producing one generation, developing one generation, and reserve one generation, improve product quality and added value, and enhance the ability to guide market trends.

2.2 Build a high-quality R&D team and enhance product innovation capabilities

Jindeli Group has a professional design team and international design concepts. The company has specially introduced talents from Australia who have been in the industry for more than 20 years. The senior design director leads the R&D team to ensure that product style design and conceptual design are in sync with world fashion trends, so that product design meets the needs of urban consumers.

At the same time, the company has patented technology for casting crafts and gifts, which can be used to combine gold and silver jewelry to produce Buddhist products, art collections, and craft gifts, etc., with huge development potential.

3. Enterprise development results

3.1 The invention of Jindeli jewelry plaster mold

At the end of the 1980s, there was no technical information and no With ready-made equipment, after one year and nine months of repeated experiments and based on the principles of the plaster investment casting process, the company finally successfully developed China's first single-piece jewelry mold. Its invention filled a gap in my country's high-tech field, triggered a technological revolution in China's jewelry processing industry, greatly promoted the development of China's jewelry industry from traditional handicraft processing to precision casting, and ended thousands of years of goldsmithing. Come and knock on the history of hand-made products with low efficiency and rough finished products.

3.2 Developed industry standards

2012 China Jewelry and Jade Jewelry Yearbook

According to the Industry and Information Technology Department General Office Gongxintingke [2011] No. 165 Document requirements, "Electroforming Ornaments", "Safety Technical Specifications for Casting Alloy Ornaments", "Jewelry Precision Processing Gypsum Molds", "Jewelry Precision Processing Gypsum Molds Baking Safety Technical Specifications" industry standards are listed in the "2011 No. "Three Batches of Industry Standards Formulation and Revision Plan", which belongs to the product-type light industry industry standards, and the project number is 201-12451T-QB. This standard is prepared by Fujian Jindeli Group Co., Ltd.

4. Enterprise’s future development plan

With the continuous development of China’s economy and the improvement of living standards, people’s demand for gold jewelry is increasing. China will become a global leader in the future. A major consumer of gold and jewelry. The construction of the west coast of the Taiwan Strait has brought opportunities to the gold and jewelry industry in Fujian. With the help of the tourism and cultural characteristics of the west coast of the Taiwan Strait, it will help promote the further development of the industry. To this end, Jindeli will focus on developing gold jewelry franchise chain projects in the future.

4.1 Develop a professional and large-scale affordable gold and jewelry mall, and adopt a business model that combines self-operated stores in big cities with townships and franchise cooperation

Jindeli proposed "based on Fuzhou" , radiating to Fujian and facing the whole country” goal. Taking advantage of the relatively high prices of high-end department store brands of gold jewelry and the fact that scattered self-employed jewelry and gold shops have not built up their brand influence, Jindeli adopts civilian prices and a star-studded strategy, and plans to open an affordable jewelry mall in Fuzhou first. Establish "Jindeli" gold jewelry stores in county-level cities and some towns to lay the foundation for the later development of franchise stores. Establish a "Jindeli" franchise distribution center, rely on the customers of the original Jindeli jewelry mold outlets, and gradually absorb the original goldsmithing shops and gold shops in counties, cities, towns and villages into "Jindeli" specialty stores. While developing chain franchises, we also established Jindeli Gold Jewelry Online Shopping Center.

4.2 Increase the development of overseas markets

Currently, the company's products have been exported to more than 30 countries and regions including the United States, Japan, and Canada. With the continuous development of enterprises, there is an urgent need to establish and improve overseas sales and service systems based on the original American companies and Hong Kong companies, improve customer satisfaction, and establish a corporate image.

4.3 Expand publicity and improve the visibility of the company and brand

Continuously cooperate with professional media and magazines, increase advertising efforts, and actively participate in the Canton Fair, Hong Kong Exhibition, Italian Jewelry Exhibition, and the United States Fairs with regional and international influence such as the Las Vegas Jewelry Show, Thailand Show and Russia Show.

4.4 Adhere to quality first and ensure the harmonious development of the environment and society

The first step for an enterprise to implement its brand strategy is to improve quality. Quality is the lifeline of a company's brand development. At the same time, environmental protection and employee health are the long-term guarantees for corporate development. The company ensures the harmonious development of the company's products, environment and personnel by improving the ISO9001 quality management system, ISO14001 environmental management system and OHSAS18001 occupational health and safety system.