Since 20 12, influenced by many factors at home and abroad, China's jewelry industry has been weak in export and insufficient in domestic demand, which has had a great impact on jewelry production and sales enterprises, and the sales of most brands have generally declined. Time-honored merchants and brands try their best to improve sales performance and maintain the normal development and market position of enterprises. Some emerging brands have also flooded into the market, wanting a piece of the action.

In the face of increasingly fierce market competition, Zhaojinyinlou timely adjusted its business strategy, implemented the "brand transformation" project, repaired both inside and outside, constantly consolidated its brand foundation, comprehensively enhanced its brand image and core competitiveness, and promoted its new development.

1. Implement the "brand building" project to enhance the image with "standardization"

In the circle of elite managers in the world, there has been a saying that third-rate companies make products, second-rate companies make brands and first-rate companies make standards. With the development of jewelry market, industry standardization is imperative.

Over the years, Zhaojinyinlou has been committed to promoting the process of enterprise standardization. Especially since 20 12, zhaojinyinlou has further completely reshaped its brand image, further improved and implemented a series of standardized management systems and processes on the basis of the previous "five unifications", and comprehensively promoted the brand image upgrade.

1. 1 store management standardization

A series of perfect standardized processes, such as store opening, store withdrawal, transfer, acquisition, decoration, monitoring and installation, have been formulated to monitor and manage the opening, management and maintenance of direct stores to ensure the smooth operation and brand market expansion of direct stores.

1.2 store image standardization

Invite well-known design companies to design the terminal storefront image according to different storefront types, such as independent stores, Nakajima and side halls, and integrate brand concepts and culture into it, so as to visually ensure the consistency of storefront decoration and counter image and ensure the distinctiveness and integrity of the terminal image.

1.3 standardization of pillar materials

According to the characteristics of each category of products, props and packaging materials are designed in a unified way, which is consistent with the image of shops and counters in overall style. With perfect visual integration design, the personalized information of the brand will be conveyed to consumers, and the customer's cognition will be continuously strengthened, so as to gain their recognition.

1.4 standardization of service etiquette

In particular, Gfd standardization has been formulated, which regulates shopping guides from the aspects of mouth, body, hands, accessories, hairstyle, makeup, dress and smile, and conveys standardized and professional brand image and service concept to consumers, thus gaining the trust and support of customers.

1.5 standardization of training supervision

Set up a special training department, and professional lecturers will provide a series of professional trainings such as basic knowledge, reception etiquette, sales skills, team building, customer management and brand marketing. So as to comprehensively improve the practical skills and service level of sales staff, build a comprehensive team of professionals, and lay a solid foundation for future market expansion and operation.

1.6 standardization of system management

All terminal stores are equipped with a professional jewelry invoicing system, and warehousing, sales and customer management can be carried out in the system, which not only facilitates the company to monitor the sales and inventory situation of each store in real time, but also facilitates mutual understanding and communication between stores, and * * * improves sales performance.

1.7 Promote standardization

A series of external publicity such as brand brochures, service brochures, product brochures, light box advertisements and outdoor advertisements are designed and produced by the company's professionals, which has a positive effect on shaping the brand image completely, correctly and comprehensively, spreading the brand concept, improving brand awareness and reputation, and enhancing brand image and market competitiveness.

1.8 standardization of after-sales service

Formulate a series of after-sales service policies, such as perfect exchange system, customer exchange system, maintenance system, VIP customer points management system and business gifts customization system, so as to effectively safeguard the legitimate rights and interests of consumers, relieve their worries and improve their confidence in recruiting gold and silver houses.

Through the smooth implementation of a series of standardization measures, the company's management of direct stores is more perfect, and the brand of Zhaojinyinlou is presented to consumers with a more distinctive, unified and professional image. The brand image has been further enhanced, which has been recognized and trusted by many customers.

2. Implement resource integration to enhance the brand's "industry influence"

"Vertical and horizontal integration, complementary advantages" is the leading idea and principle of the management strategy of Zhaojinyinlou. Since 20 12, Zhaojinyinlou has been implementing the "marketing integration" project, continuously integrating the strongest resources in the jewelry industry and forming a unique market competitive advantage.

2. 1 Cooperation with industry organizations

Strengthen the strong alliance with the World Gold Council, International Platinum Association, China Gemstone Association, National Jewelry and Jade Quality Supervision and Inspection Center, National Gold and Diamond Products Quality Supervision and Inspection Center and other industry organizations, share resources, and continuously enhance brand influence. At the same time, we will actively participate in attracting investment, take advantage of the three most professional international jewelry fairs in Beijing, Shanghai and Shenzhen to show our strength and brand to our customers and consumers, expand the influence of the industry, and further enhance the brand image of Zhaojinyinlou.

2.2 Cooperation with industry giants

Constantly consolidate strong cooperation with well-known manufacturers and wholesalers in Shenzhen Hao Yue, Shanghai Laofengxiang and Shenzhen Woerzuan, integrate customer resources and product advantages, and jointly sell wholesale.

2.3 Cooperation with large shopping malls

Strengthen strategic cooperation with Ginza, Friendship, Wikileaks, Zhong Bai, Wanqian, Zhenhua and other large shopping malls, speed up market development, and fully seize the terminal market.

2.4 Cooperation with pop stars

In 20 12, Zhaojinyinlou joined hands with the popular superstar Miss Zhao Wei to strengthen brand promotion, and used all publicity platforms such as TV, radio, newspapers, internet and outdoor to form a three-dimensional integrated promotion in the air and on the ground, further creating a brand-new brand image, giving birth to and excavating brand effects, greatly enhancing brand image and popularity, and comprehensively promoting the new development of Zhaojinyinlou brand.

Generally speaking, branding is a way for enterprises to survive. To ensure a lasting foundation, we must have a broad mind, firm will, accurate and far-sighted vision, perfect management, persist in innovation, and constantly enhance the core competitiveness of the brand, so as to be invincible in the fierce market competition.

3. Overcome difficulties and continuously expand the market scale.

Since 20 12, in order to overcome the difficulty of serious decline in sales volume, we have quickly adjusted our working ideas and sales strategies, taken the market as the guide, seized the commanding heights of the market, and accelerated the pace of national market development. In May, a marketing center was established in Jinan, covering Luxi, Jiangsu, Shanxi, Hebei, Henan and other provinces and cities. At the end of August, Beijing Marketing Center was established in Wante Jewelry City, No.57, Xinjiekou North Street, Xicheng District, Beijing, covering Beijing, Tianjin, Hebei, Inner Mongolia and other provinces, cities and autonomous regions, realizing direct sales, reducing sales costs and expanding market share. After the establishment of Jinan Marketing Center and Beijing Marketing Center, the sales volume increased by 50% and 20% respectively compared with that when there was no marketing center and it was managed by the provincial generation.

At the same time, all the staff of Zhaojinyinlou firmly establish the concept of "the production workshop is the rear area and the enterprise is the front line of the market", adhere to the orientation of "scientific development and joining the chain", take "joining thousands of stores" as the goal, continue to adhere to "two steps and two hands", base on Shandong, blossom all over the country, constantly seize the terminal, win the market, insert the banner of "Zhaojinyinlou" all over the country, and then go global.

In 20 12, zhaojinyinlou intensively cultivated the Shandong market and opened nearly 20 brand stores in Shandong province, further consolidating the "base" position of the Shandong market. At present, several stores are under construction. Especially with the successful operation of Jinan and Beijing branches, Zhaojinyinlou brand has ushered in a new leap and development in the terminal market.

In addition, Zhaojinyinlou has also formulated a perfect and feasible franchise policy, and worked closely with representatives of various provinces to attract outstanding franchisees from all over the country, upgrade the brand of Zhaojinyinlou, rapidly expand product sales channels, and lay a solid foundation for the brand foundation of Zhaojinyinlou specialty store, thus laying a solid foundation for the smooth implementation of the plan of "joining thousands of stores".

20 12 China jewelry yearbook

4. Implement the "R&D Innovation" project to enhance brand competitiveness through "differentiation"

"Differentiation" is the consistent strategy and concept of Zhao Jinyinlou, which runs through all the activities of the company. A series of innovative products, such as "Wanzu" ornaments, "dream hard gold ornaments", hard gold ornaments and magnetic levitation ornaments, have been continuously introduced, which has aroused enthusiastic response in the industry, and Zhaojinyinlou has also become the leader and forerunner of "innovation" development. Differentiated product management has won the company's survival and high added value of products.

Since 20 12, Zhaojinyinlou has continuously increased the development of new products, taking "making new products and excellent products" as the main goal, keeping up with market development, making more accurate market positioning, constantly enriching and expanding the extension and connotation of products, creating obviously differentiated "ten thousand gold" ornaments and "dream hard gold" themed and serialized fine products, and launching hundreds of new products every month to form.

While constantly innovating, Zhaojinyinlou has not relaxed its requirements for product quality. Constantly establish and improve the quality management system for all employees, strengthen the management of product production links, strengthen the technical training of employees and improve their work skills. The whole company firmly establishes the consciousness of quality, products and fine products, and unqualified products will not flow into the next working procedure and will not be put on the market.

5. Implement refined management and continuously improve the operation quality of the company.

"Management yields benefits" and "Management yields quality". Many small and medium-sized enterprises attach great importance to investment, thinking that as long as they choose good projects, good brands and good products, they can make money, which often backfires. One of the reasons is that there is no effective management corresponding to it. No matter how good the project, no matter how good the brand and no matter how good the market are, if the management can't keep up with the development of the enterprise, the profits that the project, brand and market can bring will also be "lost" because of poor management.

Management is the eternal theme of enterprises. Over the years, from the perspective of internal management, Zhaojinyinlou has actively promoted the refined management of looking inward, working hard, tapping potential and increasing efficiency:

(1) Strengthen system construction and improve basic management. According to the idea of PDCA process management and continuous improvement, the responsibilities and indicators are further clarified, so that PDCA model can be truly integrated into every level and link of company management, production and sales, and finally form habits, patterns, functions and promotion of double innovation.

20 12 China jewelry yearbook

(2) Strengthen cost management and reduce expenditure and consumption. Further increase expenditure and tap potential, advocate refined management, oppose extravagance and waste, and obviously reduce production costs.

(3) Strengthen on-site management, implement standardized management, and improve various rules and regulations and operating procedures in accordance with standardized requirements.

(4) Accelerate the pace of technological transformation and scientifically improve production capacity and product quality. Accelerate the pace of R&D and innovation, constantly introduce fashionable and novel differentiated new products, and provide a strong backing for the rapid expansion of Zhaojinyinlou brand.

(5) Strengthen safety management and create a new situation of harmonious development. Revise and improve various safety rules and regulations, sign responsibility letters for safety target management at different levels, strictly implement the "three-level" safety education system and the system of raising and using funds for safety measures, organize regular safety inspections, and eliminate hidden dangers in time, laying a good foundation for realizing safety production.

(6) Cash is king, so as to speed up capital flow. Further intensify the collection of accounts receivable and basically put an end to cross-month accounts receivable; Secondly, according to the scale of funds, real-time adjustment will reduce the provincial generation from the original 10 to the current five, reducing costs and improving the speed of capital turnover.

20 12 China jewelry yearbook

(7) Adjust sales strategy and increase jewelry sales. Since the third quarter, in order to change the unreasonable sales structure of single gold, we have adjusted the product structure of various brand stores according to the standard Chow Tai Fook, expanded the sales intensity and incentive policies of jewelry, and increased the gross profit margin. In the third quarter, the sales of non-gold ornaments and other projects reached RMB 283,654,388+0.6 million, up by 53. 16% year-on-year.

6. Implement the "talent strategy" and build a gold medal marketing team in an all-round way.

The competition in the market is, in the final analysis, the competition for talents. 20 12 is the third year of self-cultivation, family harmony and team building, and the sustainable development of talents has been incorporated into the company's long-term strategic development plan.

(1) Take the "Gold Medal Store Manager Training Course" as the carrier, strengthen store manager training, and build a professional and professional sales team; Implement the training system for store managers, select 50 employees from the whole company to be included in the "talent pool", organize regular skills training, and reserve a group of practical sales talents.

(2) Carry out "school-enterprise joint and directional training", jointly set up "store manager training class" with senior vocational and technical schools, increase marketing knowledge training while completing regular cultural classes, and engage in sales work in the company after graduation to form a talent echelon to meet the talent demand of brand expansion.

(3) Conduct all-round competition in factories, departments and single stores, enhance the competitive consciousness and enterprising spirit of all employees, and enhance the team consciousness and centripetal force to the company.

In addition, the system of "competitive recruitment for posts" is implemented to achieve "Excellence, equality and mediocrity", so that all talents in the company can "do their best" and inject fresh blood into the management and operation of the company. At the same time, it has greatly improved the competitive consciousness and enterprising spirit of employees, and formed a good atmosphere of healthy competition and enterprising in the whole company, laying a good foundation for the healthy and rapid development of the company.