Dai Shichang
At present, it is an indisputable fact that the jewelry industry has entered the stage of brand competition. With the promotion of the market economy, large and small jewelry brands are springing up like mushrooms after a rain, showing a prosperous scene like "a sudden spring breeze blows overnight, and thousands of pear trees bloom". However, after an in-depth analysis of this current situation, we will find that most brands are homogeneous and have no vitality. A few of the successful brands that everyone is familiar with have the same thing: determining the resource advantages of the company or brand through a full understanding of the market, identifying market segments, clarifying brand concepts, and creating differentiated business models, thereby leading to success. For example, Huihualou, which holds the title of "China's Famous Trademark", has developed rapidly by exploring the jewelry culture accumulated over more than 20 years, giving full play to its professional advantages of "front shop and back factory", adopting a new direct-sales model, and launching unique emotional cultural marketing. , becoming the leader in the domestic jewelry industry.
1. Characteristic cultural marketing, building brand culture
Over the years, Huihualou has continuously innovated business thinking and marketing strategies, changing and witnessing consumption with unique cultural marketing activities The shopping habits of consumers interpret and convey the brand connotation of Huihualou. Huihualou does not simply sell products, but gives products unique cultural emotions. The Jade Festival, which must be held every year, allows more consumers to understand and love the profound culture of jade; the annual Jewelry Festival releases bright new product trends, allowing consumers to get close to fashion; the romantic collective wedding staged every year makes a couple Feel the beauty of love in the world for the newlyweds. A series of special actions in Huihua Building are carried out with the unique persistence of a professional gold shop.
Perseverance in creating beauty, classic gratitude for life, creating beauty, and passing on love are the missions of Huihualou Jewelry. Over the years, Huihua Building has persisted in promoting wedding culture. From the launch of the first couple's diamond ring to wedding loose diamond customization, to collective wedding ceremonies, Huihua Building has engraved the mark of love on the development process. Huihualou insists on bringing the world's most precious things such as gold, diamonds, jade, and jewelry to people in this city, hoping that customers can transform jewelry selection from a simple purchase into a long-term emotional collection. Therefore, Huihua Building is not only a gold store, but also a gold jewelry palace that inherits love and classics.
China Jewelry and Jade Jewelry Yearbook 2012
Since the first "Shenyang World Expo Group Wedding" was held in 2006, Huihua Building has successively staged "Dalian Maritime Group Wedding", " "Bird Island Low Carbon Wedding", "Subway Group Wedding", "Hainan Sanya Romantic Wedding", the most special one is the retro and luxurious royal group wedding held in the Shenyang Forbidden City in May 2012. 48 Shengjinggege, sitting in a red sedan chair, holding a brazier, riding on a horse saddle, accepting marriage from the emperor... experienced a fashionable and beautiful "love through time and space", leaving an unforgettable memory. Such a unique collective wedding ceremony is exactly the belief in love that Huihua Tower wants to convey.
Every July, as the highlight event of the annual Huihualou Jade Culture Festival, the Folk Treasure Appraisal Conference will be held as scheduled. Huihua Building invites senior experts in the industry to come and appraise treasures together with collectors, excavate folk treasures, and learn about the culture of art collection. It not only provides a rare treasure appraisal opportunity for antique jade collectors in the Liaoshen area, but also allows more consumers to understand the profoundness of jade. It not only improves the appreciation ability of the masses, but also promotes the development of collection culture in Liaoning, and plays a positive role in creating a social and cultural atmosphere in which the whole people attaches great importance to the protection of cultural heritage.
China Jewelry and Jade Jewelry Yearbook 2012
2. New direct sales model, intimate shopping experience
Huihua Building has always been committed to becoming a "enjoyable" for Shencheng citizens The new shopping platform with "one-diamond" service brings a luxurious but not expensive and extremely respectful shopping experience to consumers, allowing diamonds to truly fly into the homes of ordinary people, and allowing the true diamond culture to flourish.
While constantly launching new products and enriching activities, Huihualou has never forgotten that it is the greatest sincerity to give real prices to consumers. In the summer of 2011, Huihualou launched a jewelry direct sales model representing a new shopping experience with a new brand image of elegance, fashion, luxury and atmosphere, and used a people-friendly price system as its trump card strategy to bring traditional marketing to the jewelry industry. The method brought disruptive shock and attracted widespread attention in the industry.
Huihua Building has specially opened a "Loose Diamond Customization Center", and more than a thousand "Loose Diamond Series" are synchronized with the global network to meet the special needs of different consumers. Buying loose diamonds at Huihualou Gold Store will not only give you free gold materials, but you can also set them for free and engrave the mark of love for free. In addition to being used for weddings, Huihua Building also passes on the concept of maintaining and increasing the value of carat diamonds to consumers, recommending customers to purchase loose diamonds for investment and financial management, and has exclusively opened a diamond buyback business in Shencheng. After three years of purchasing carat diamonds, Huihua Building Hualou repurchases it at the original price to provide customers with thoughtful brilliance. In order to satisfy consumers' desire to buy diamonds, Huihualou also cooperates with Bank of China, China Merchants Bank and other banks to provide interest-free installment payment services for diamond purchases, as well as free trade-in for new diamonds, small-for-large and other services. We want more consumers to experience a fashionable and affordable shopping experience here.
3. Adhere to professional quality and build reputation with integrity
The more you know about diamonds, the deeper your love will be. Over the years, Huihua Building has been moving forward in transcendence, always putting quality and reputation first in the enterprise, winning the satisfaction and trust of customers, and becoming a professional gold store with a national reputation. At the beginning of its establishment, Huihualou established a firm philosophy: to serve customers and repay customers with the best products. Because of this understanding of quality, and because of this responsibility, Huihualou has spared no effort to implement quality management since it embarked on the road of brand operation, from the original personal self-inspection to the establishment of a dedicated The quality inspection department has further developed to the point where all employees are involved in quality management, and has started to implement the ISO9001 international quality management system ahead of its peers. During the implementation of the system process, detailed quality management manuals, department operation procedure documents and strict operating standards were formulated. At the same time, strict assessment was conducted on the implementation, and a corporate quality reward and punishment system was established to improve the quality management awareness of the entire company.
The quality of a company’s products determines its future. Only good quality can lead to a good brand. Huihualou has been adhering to the business philosophy of "quality first, reputation first" for many years, and has been doing better and better. Huihua Building will conduct strict internal quality inspections on the loose diamonds purchased from all over the world, and invite the National Inspection and Quarantine Bureau to re-inspect and issue a national inspection certificate. In this way, a diamond will at least have the world's authoritative institutions and Huihua Building's internal professional It is checked by three professional teams including the appraisal team and the domestic authoritative appraisal institution. Huihualou has also established standards for high-quality diamonds, striving for perfection and excellence in diamond cutting. Whether in the past or now, Huihua Lou selects diamonds of extremely high color and clarity, and cuts them with exquisite craftsmanship - all of which contribute to the extraordinary quality of Huihua Lou diamonds.
4. Innovate design concepts and lead fashion trends
Leading the market comes from the construction of brand culture that adheres to concepts and continues to innovate and interpret. Huihualou enhances the brand value through product innovation to meet the actual and potential needs of consumers; it deepens the humanistic connotation of the brand through cultural construction and has a close emotional connection with consumers. In the brand practice of adhering to customer value orientation, Huihualou has developed a unique ability, that is, the fashion power to grasp consumer trends and lead the trend.
In recent years, Huihualou Jewelry has composed a series of classic jewelry such as "Drunken Love", "Love", "Jane Eyre", "Sweet Time", "Love in the City" and so on. "Jewelry and Life" is a touching love story. In the autumn of 2011, Huihua Building newly launched the "Ai La" wedding diamond set and the "Fu Dong" diamond pendant series. The design concept incorporates fashion trend elements, with a comfortable arc design, a relaxed, simple, free and individual design style. It highlights the modernity and fashion of the jewelry, and is especially popular among prospective newcomers born in the 80s and 90s.
2012 China Jewelry and Jade Jewelry Yearbook
In Shencheng, Huihualou Jewelry has always been the fashion vane. Huihualou Jewelry leads the fashion with novel and fashionable jewelry design concepts, and appreciates life with long-lasting classics. Huihualou Jewelry has always been presented to consumers with a complete range of products, fashionable styles and affordable prices. It has everything from diamonds, pendants, bracelets, earrings, wedding rings, etc., in order to expand consumers' choices and satisfy different consumers. Wearing needs; with an elegant, warm, relaxed shopping environment and comprehensive professional value-added services, let consumers enjoy the joy of shopping and feel the beauty of classic life; with enthusiastic and meticulous tailor-made services to meet personalized needs, add The different joys of life. This is the reason why Huihualou Jewelry has always been at the forefront of the Northeast jewelry industry.
5. Interpret the brand connotation and improve the service concept
There is a saying that goes well: Jewelry without culture is just a pile of beautiful stones. Although it is beautiful, it has no connotation. Only when jewelry and Only when cultures are integrated can they radiate brilliant brilliance and vitality.
In recent years, Huihualou has persisted in long-term and unremitting training of theoretical knowledge and emotional value cultivation for marketers. In addition to having rich professional knowledge and proficient marketing skills, jewelry marketers must also maintain a perception of jewelry that transcends reality, be able to interpret the spiritual connotation of jewelry in a short period of time, and establish it with consumers. Create some kind of close association and ultimately embed the brand deeply into the hearts of customers. For example, Huihua Building provides customers with magnifying glasses, cleaning and maintenance, testing instruments, engraving and other services at the terminal. Establish customer files when customers make purchases, make follow-up calls from time to time, send blessings to members on holidays or members’ birthdays and wedding anniversaries, and regularly hold member salons, financial management lectures, jewelry tastings, etc., to emotionally satisfy customers. demand, thereby achieving a win-win situation for the brand and customers.
Indeed, a brand must first satisfy its customers before it can succeed itself; a brand must first promote social progress before it can achieve greater development of itself. It is obvious that Huihualou is well aware of this philosophy.
Over the years, in the fierce market competition, Huihualou Jewelry has found its positioning, done a good job in marketing, innovated products, paid attention to exploring and innovating the cultural significance of jewelry, combined with the themes of the times, and continuously enriched the culture of the products. The connotation makes Huihualou brand close to consumers' emotions, conquers consumers' hearts, and is loved by consumers.
We know that it is easy for a brand to surpass its opponents, but constantly surpassing itself is the real problem. With a history of 23 years, Huihua Building is leading the development of the jewelry market through continuous self-transcendence. After 23 years of ups and downs, Huihualou still stands at the forefront of the jewelry industry, relying on its professional accumulation, continuous understanding of fashion and persistent pursuit of a better future.
In the future journey, Huihua Building will continue to adhere to the business philosophy of "professional gold store, professional quality", focus on the jewelry direct sales model, continuously improve jewelry design, research and development and innovation capabilities, and focus on developing adaptable products. For mid-to-high-end products demanded by consumers, we will improve process technology, expand production scale, increase investment in brand building, create a differentiated brand image and temperament, and further increase the share of Huihualou gold jewelry in the domestic market. Use the power of fashion to bring more surprises to consumers and continue to write a new chapter on the road of brand development.
2012 China Jewelry and Jade Jewelry Yearbook