Chen Xiongwei

As a wholly-owned subsidiary of China National Gold Corporation, China National Gold Group Gold Jewelry Co., Ltd. relies on the brand of "China Gold" as a central enterprise. Since its establishment, it has always adhered to the concept of "unconventional thinking and leap-forward development" of China National Gold Corporation, with the mission of enhancing the value and position of China Gold in the eyes of consumers and investors, and implemented the business strategy of "brand+chain". In just six years, it has rapidly developed into a large-scale professional gold jewelry production and sales brand enterprise with 27 brand service centers, more than 1,6 chain stores and annual sales exceeding 3 billion yuan.

The "golden storm" caused by China gold has caused a great shock in this traditional industry, which is called a miracle in the history of gold retail in China. Many experts and scholars have predicted that China gold will further lead the development of gold retail in China and become the first brand of gold retail in China, and everyone is also exploring the story behind this miracle.

1. Successfully implemented differentiated marketing strategy

1.1 Successfully implemented differentiated marketing strategy, innovatively launched China gold investment gold bars, and skillfully obtained a ticket to enter the gold retail field.

As we all know, China National Gold Corporation is a mining enterprise, which is the leader in the upstream of the gold industry. However, the downstream of the gold retail industry is a completely new thing, and the enterprise has never done professional wholesale and retail. It can be said that at the beginning, China Gold had nothing but the advantages of the national brand "China Gold". If China Gold wants to gain a place in the downstream market of gold, it must recognize its own advantages and start with its strengths.

Zhongjin Jewelry believes that the core of marketing is to find and meet the demand, and the demand positioning of products determines the success or failure of marketing to some extent.

after careful research on the market, CICC Jewelry found that people have accumulated a lot of wealth since the reform and opening up more than 3 years ago. In addition to beautifying their lives with ornaments, there is a greater demand that businesses have not yet developed and tapped. That is, when everyone has money, they have bought real estate, stocks and funds. In case of financial risks, economic crises or wars, what can we do to protect our property? In fact, this demand also restores the core function of gold, which is the financial hedging function.

instead of trying to compete with its peers for the jewelry market with only over 2 tons, China Gold might as well guide everyone to create and share this new and bigger cake!

Based on the above analysis, Zhongjin Jewelry decided to find another way to restore the "hedging" function of the gold core in view of this hidden huge demand, and specially developed a new type of gold physical product that can meet such a demand for investment and financial management. This is the star product-China Gold Investment Gold Bar, which was innovatively launched by the company at the end of 26 and has been well-known throughout the country.

China Jewellery and Jade Jewelry Yearbook p>212

First of all, the designer of China gold investment gold bars endowed the product with four characteristics according to international practice:

First, instant trading and two-way realization. The introduction of this trading rule makes the financial attribute of gold more prominent, meets the demand of consumers for two-way trading, and recycling has become a characteristic service of Zhongjin Jewelry, enabling investors to buy spot gold just like buying stocks.

second, keep close to the international real-time gold price. According to the research results of market demand, Zhongjin Jewelry stipulates that China gold investment gold bars only add 12 yuan transaction fee on the basis of real-time basic gold price of China gold at retail, and only reduce 2 yuan transaction fee on the basis of real-time basic gold price of China gold at recycling. The reduction of transaction costs makes it possible for physical gold to be used as an investment and wealth management product.

Third, China National Gold Group and the World Gold Council jointly produced it with honor.

fourth, the product range is rich, which can meet the needs of various customers.

China Jewellery and Jade Jewelry Yearbook p>212

In addition to the trapezoidal gold bars with representative international standard format (the first in China), China gold investment gold bars also introduced solid gold ingot products with traditional wealth symbolic significance and gold culture (the only one in China), and introduced "Little Yellow Croaker" round-edged gold bars with value preservation significance (gold nostalgia), and at the same time equipped with antique and elegant special gold storage boxes for "Golden Treasure Box".

The introduction of gold investment bars in China has truly realized the real-time two-way transaction of gold in kind, enabling high-end consumers in China to invest in physical gold just like buying stocks, and the investment and gifts are well received by consumers, which has broken the situation that the first jewelry in the gold retail market stands out.

2. Implementing the strategic planning of "Big Gold, Big Brand and Big Marketing"

The strategic planning of "Big Gold, Big Brand and Big Marketing", the business model of "Chain+Monopoly" and the channel idea of "Building a Thousand Chain Projects of China Gold" ushered in the great development of gold specialty and characteristic routes in China. It laid a solid foundation for China Gold to become a leading enterprise.

Therefore, Zhongjin Jewelry has formulated a series of marketing strategic plans according to the current development status of the gold market and the company's own characteristics, which has laid a solid foundation for the great development of China Gold and its becoming a leading enterprise in the future.

2.1 Big gold, big brands and big sales

This is a medium-term development strategy and vision formulated by Zhongjin Jewelry. "Big Gold" means that on the one hand, it is necessary to make use of China Gold's long-term gold management expertise to make gold retail "big" and achieve the best in the country; On the other hand, it is necessary to make gold retail "specialized" and win consumers with professional management methods and technical services. "Big brand" is to make full use of the gold-lettered signboard of "China Gold", and take advantage of the lack of national gold brand guidance in the current market to make China Gold the most influential gold brand in China and even the world. "Great Marketing" means that on the one hand, China Gold's marketing channels and products and services can radiate to every economic region in China, realize "1 cities, thousands of stores" and build the largest and best marketing channel in China; On the other hand, it is to make China Gold's innovative ideas and practices not only lead the development of the industry, but also become the standard of the industry. The formulation of this strategy has pointed out a clear direction for the great development of Zhongjin Jewelry.

2.2 Chain+Monopoly

Chain is simply the successful replication of successful enterprises and the effective combination of well-known brands, successful models and professional technologies. The brand and professional technologies of China Gold, as well as the successful operation model of China Gold Investment Gold Bar and China Gold Flagship Store, just meet the development requirements of chain operation. Therefore, after winning the first gold investment in gold bars in China, Zhongjin Jewelry took the lead in adopting the advanced business model of "chain+monopoly" in the gold industry in 29, and vigorously promoted the China gold specialty store to the whole country, that is, the gold retail store authorized by China Gold, which has unified brand, unified image, unified distribution and unified commodity labels, and specializes in the full range of products of China gold brands. In order to reflect the differences between China gold and its competitors, China gold chain stores have positioned themselves as "gold monopoly" from the beginning, and they want to create a "golden gold investment and consumption world" for consumers.

2.3 Building China Golden Thousand Chain Project

Based on the strategic idea of "winning through channels" and "winning through terminals", Zhongjin Jewelry is determined to set up 1, high-quality China gold chain stores in the top 1 cities and counties throughout the country, so as to build a three-level system covering direct operation, agency and joining, and four channels including independent stores, stores in shopping malls, bank financial stores and virtual stores of TV media. The establishment of this marketing expressway has made the sales of Zhongjin Jewelry exceed 3 billion yuan in 211 and become one of the core competitiveness of Zhongjin Jewelry.

2.4 strategy of "grasping the big city, grasping the big customers and grasping the big stores"

According to the 28 law, generally 2% of customers will generate 8% of benefits, and the chain system of Zhongjin Jewelry also adapts to this law. In order to speed up the development of channels, Zhongjin Jewelry has formulated the strategy of "grasping the big", that is, taking the lead in developing the top 1 big cities in China, taking the lead in supporting the development of a group of large customers with capital, experience and expansion ability, encouraging the opening and operation of a group of large stores over 5 square meters, and establishing 5 "China Golden Thousand Chain Model Stores" throughout the country, thus rapidly promoting the development of the whole country.

up to now, CICC Jewelry has developed more than 1,6 specialty stores in less than four years, and successfully realized the idea of "thousands of chains".

212 China Jewellery and Jade Jewelry Yearbook

3. Pursuing profit and seeking novelty, separating price and expense

Pursuing profit and seeking novelty, creating a series of new products. The separation of price and fee challenges the traditional pricing mechanism. The greatest service for consumers is products, and the greatest service for products is innovation. In view of the serious homogenization phenomenon in the current gold market, Zhongjin Jewelry has formulated the guiding ideology of "taking root in the market, based on the main business of gold, and pursuing innovation by profit" in product research and development, attached importance to market research, tried diversified design methods under the guidance of innovative, differentiated and high-profit goals and new concepts, and made great efforts to develop a number of high-value-added fine products, forming 9999 investment and wealth management categories and 99999 high-purity gold categories unique to China Gold.

3.1 Acura Gold makes gold purer, redder and more valuable

As early as many years ago, China Gold exclusively developed five nine products, namely 99.999%, which are mainly used in national military industry, aerospace and other high-tech fields, and it is known as Acura Gold, achieving a new historical breakthrough in gold purity. Facing the upsurge of gift-giving and collection in China, Zhongjin Jewelry took the lead in transferring this high-tech product to civilian use, and launched China Gold 5~9 series of best gold products.

once such a product with great conceptual significance was launched, it spread all over the country, becoming a favorite product of gift givers and collectors, and it coincided with the investment in gold bars. Investment in gold bars mainly focused on the masses who gave gifts through financial management, and 5-9 products mainly focused on high-consumption people who gave gifts through collection. One can win a huge market and the other can win high profits.

3.2 Four series of products better meet the market demand

After China Gold invested in gold bars and 5-9 products achieved great success, Zhongjin Jewelry launched special craft products to meet the special needs of consumers, mainly including gold and silver inlaid craft products and specially customized group purchase products. For example, when a company gives out bonuses at the end of the year, it feels nothing new. It can give out gold bars and put the names of the company and employees on it. Zhongjin Jewelry can be made separately according to the special needs of customers. This service fills a gap in the field of gold consumption. In addition, in order to meet the needs of the popular population and the opening of China gold specialty stores, Zhongjin Jewelry launched a series of jewelry products in 29, thus forming a relatively complete product series of China gold with four series of investment gold bars with China gold characteristics, 5-9 gourmet gold, jewelry and special crafts.

In addition, Zhongjin Jewelry has increased the coverage of products to market segments while optimizing traditional products, and explored the development direction of "fashion products" while increasing the development of products with traditional cultural themes and commemorative themes, and developed a number of new products aimed at young audiences. The company's newly developed series of new products, such as "Eight Happiness Comes", "Huaxia Longxing", "Nine Children Born in Dragon", "Treasure handed down from ancient times", "Baby Gold Bar", "Money Series", "Gold and Silver Bar for the 6th Anniversary of the Founding of the People's Republic of China", "Golden Moon Cake" and "New Year Series", all embody "China Gold.

3.3 "price-fee separation" pricing model guides people to clearly understand consumption

Zhongjin Jewelry has taken the lead in launching a "price-fee separation" pricing mechanism in China through the introduction of investment gold bars, that is, on the basis of the real-time basic gold price of China gold, plus processing fees. This move makes the market price transparent, and people can clearly understand the fluctuation of gold price, so that they can better choose their own products at the right time. Zhongjin Jewelry will also extend this pricing strategy to the sales of the first jewelry, which has been strongly echoed by the market.

"price-fee separation" is a revolutionary pricing model that subverts historical traditions, making gold consumption and competition more transparent and reasonable, thus guiding the development of gold industry.

4. The development and promotion strategy of breaking away from convention and winning by surprise has set off a "China Gold Storm" in the whole country.

In the process of developing and promoting investment gold bars and China gold specialty stores, Zhongjin Jewelry summed up four important ways of playing, which are "visual marketing", "countryside surrounding cities", "listing meeting" and "winning by quick".

4.1 visual marketing-four districts and five haves

visual marketing is a unique marketing strategy of CICC Jewelry, which is obtained through practice and innovation. The so-called visual marketing is to find a carrier for its own business philosophy and truly express it, so that consumers can see and feel it, and consumers can clearly understand its characteristics without too much introduction. Take China Gold Store as an example: Zhongjin Jewelry has emphatically launched a brand-new marketing model of "four districts and five possessions".

the four zones are: sales zone, recycling zone, cultural exhibition zone and VIP negotiation zone with obvious signs uniformly set in all chain stores.

The five features of the p>212 China Jewelry Yearbook

are as follows: ① There is a big screen: that is, stores are required to have a big screen quotation, and the graph of spot gold trading will be published, and the real-time basic gold price of China gold, the national unified retail price and the recovery price will be made public; ② There is a unique product sales area for China gold investment and wealth management products; ③ There are trading rules; (4) there are promotional materials. The unified management standard of "four districts and five possessions" makes the retail price of gold transparent, and makes it easy for consumers to understand the product characteristics of Zhongjin Jewelry. They can buy and sell spot gold independently like buying stocks, which not only embodies the uniqueness of China gold, but also ensures the standardization of management. It completely breaks the traditional sales mode of traditional gold shops that simply put products in the counter, the salesperson introduces them and the price is constant and opaque for a long time. It is a successful revolution in the gold sales mode.

4.2 Surrounding the city by the countryside

Facing the brand-new market situation, Zhongjin Jewelry adopted the circuitous tactic of "Surrounding the city by the countryside". Is to cooperate with some pioneers with advanced ideas, with some small non-mainstream gold shops, and with non-gold merchants who want to enter the gold market through the wind of China gold. In the choice of objects, Zhongjin Jewelry only races horses, not horses! Not the best, but the fastest! Facts have proved that the foresight of China Gold is completely correct. At the end of 27, some mainstream large gold shops and