Lao Fengxiang, a Chinese national brand founded in 1848, has used its long history and profound cultural heritage to continuously make breakthroughs in brand building, development scale, industrial structure and product structure through inheritance and innovation. , has developed into a leading enterprise in China's jewelry industry.

The Laofengxiang brand includes all national brands and many international brand honors. It has not only won the titles of "China's Famous Trademark", "China's Famous Brand", "China's Business Famous Brand", "China's Business Service Famous Brand", It has also been rated as "China's 500 Most Valuable Brands" and "Top 500 Asian Brands" by international brand authorities, ranking among the best among domestic jewelry companies; Lao Fengxiang was also the only jewelry company in mainland China. Ranked among the "Top 100 Global Jewelry Companies". In 2009, Lao Fengxiang's gold and silver craftsmanship was listed on the national intangible cultural heritage list; in 2010, Lao Fengxiang was awarded the title of "China's No. 1 Gold Jewelry Brand" by the China Gold Association; in 2011, Lao Fengxiang was listed among the "Top 500 Chinese Enterprises" for the first time.

Lao Fengxiang has long adhered to the brand development strategy and brand marketing market strategy, taking the brand as the guide, expanding the national market and improving the marketing network layout. The company's leap-forward development strategy has achieved remarkable results. Total sales nationwide have increased from 710 million yuan in 2001 to 20.5 billion yuan in 2011, and the brand value has reached 7.565 billion yuan. Lao Fengxiang has more than 700 chain banks across the country, nearly 2,000 sales outlets, with a market coverage rate of 98%, leading the industry. On this basis, Lao Fengxiang accelerated the pace of overseas expansion. In 2012, the first foreign Lao Feng Xiang franchise store will be opened in Sydney, Australia, and will begin to expand into the Hong Kong, Macao, European and American markets. In terms of marketing strategy, we adhere to the idea of ??"innovation-driven transformation and development", develop high-end products, open new marketing channels such as VIP, and try new models of storeless marketing. In terms of product development, we have begun to extend the range of high-end fashion products and constantly keep in line with international standards.

Lao Fengxiang is the first in the industry to form an extension of the product structure from the old four major categories of jewelry: "gold, platinum, diamonds, and silver" to the new four major categories of jewelry: "white jade, jade, pearls, and colored gemstones." From "Eight Immortals Crossing the Sea" (eight categories of products) to "Perfect and Perfect" (ten categories of products such as ivory, tourist souvenirs, handicrafts, etc.). Today, Lao Fengxiang's design team has brought together the largest number of national and municipal jewelry masters in the industry, and has also formed a design team of more than 100 people, composed of senior, middle-aged and young echelons, with young "up-and-coming" designers accounting for the majority. Lao Fengxiang has a complete industrial chain, including jewelry research institutes, master creative studios, jewelry branches, and diamond processing centers; it has professional branches for ivory, jade, and jade, gift processing plants, and corporate marketing Professional companies, as well as auction houses, pawn shops and other service industries.

Lao Fengxiang’s innovative service items and service methods are well-known among consumers and lead the industry.

A century-old store, one of the top 100 enterprises, with sales of 20 billion - Lao Fengxiang has become a "three hundred" benchmark enterprise in China's national jewelry industry.