20 12 China jewelry yearbook
Chow Tai Fook Jewelry Group Co., Ltd. is one of the most influential and competitive jewelry enterprises in Chinese mainland, Hong Kong, Macao and Taiwan, with more than 65,438+0,600 jewelry retail networks in Greater China. The company focuses on mainstream jewelry and precious jewelry products, including jewelry inlays, platinum/gold products, gold products and watches.
In 20 12, Chow Tai Fook brand ranked 46th on the list of 500 most valuable brands in China for the ninth time with a brand value of 25.568 billion yuan, and it was the only jewelry brand in 150 before the list, with its brand value increasing by 29% compared with last year, and it was also the ninth time that it ranked first among the selected jewelry brands. In the same year, Chow Tai Fook Jewellery won the first place in the comprehensive market share of similar products for eight consecutive years (2004-20 1 1) at the release conference of statistical results of commodity sales in China market and the award ceremony of 20th anniversary of Cai Hua in consumer market.
1. The only integrated business model in the industry.
Chow Tai Fook Group has been established for more than 80 years. With effective brand strategic positioning, it successfully thrives in prosperity and goes upstream in adversity, becoming the only enterprise in the jewelry industry to realize vertical integration business model. This vertically integrated business model enables the company to conduct unified and centralized operation monitoring of the whole business, covering raw material procurement, design, production, marketing and through a huge retail network. In addition, Chow Tai Fook has an award-winning internal design team, two professional procurement departments and 12 factories (9 jewelry factories and 3 diamond cutting and polishing factories). There are more than 6,000 employees in the company's design team, purchasing department and factory. The integrated business model of vertical operation not only enables the company to monitor product quality, but also can respond quickly to customers' needs and preferences, laying the foundation for the company's future sales growth. In addition, it also benefits from higher operational efficiency, so it is more competitive in product pricing.
The company attaches great importance to the measurement, analysis and knowledge management of organizational performance. By establishing detailed key performance indicators, introducing advanced BI business intelligence analysis system, the company independently developed jewelry sales analysis system, established one-stop IT system and network platform, carried out multi-channel knowledge sharing, evaluated organizational performance, and used the evaluation results for continuous improvement and innovation of the organization.
The company has also built the largest data center in the industry, providing data security management and ensuring the daily operation of the company. Through the effective use of ERP system, business intelligence system (BI) and Eye of the Sky system, the work efficiency has been greatly improved and the enterprise knowledge management system has been improved. Through the application of advanced technology and equipment, such as simulation fitting system, branch VPDN/MPLS special line, branch passenger flow statistics system, IPAD inspection, BlackBerry and so on. We can provide unique customer experience services and create unique brand and cultural characteristics.
20 12 China jewelry yearbook
2. Sustainable strategic positioning
In order to achieve the strategic goal of achieving 2,000 branches by 2065,438+04 and always maintaining the first comprehensive market share of similar products, Chow Tai Fook combined the business, brand, management and human resources to think and analyze the company's strategy through systematic methods, formulated the long-term, medium-term and short-term sub-strategic objectives of China District, and decomposed and implemented the long-term, medium-term and short-term action plans to realize the sustainability and effectiveness of the company.
Most of the turnover of Chow Tai Fook Jewelry Group comes from Chinese mainland, and its financial status, operating performance and business development are greatly influenced by the economic, political and legal development in China. The company ranked first in the comprehensive market share of similar products for eight consecutive years. Although major jewelry brands at home and abroad are seizing the market, the listing of the group has given Chow Tai Fook a stronger economic strength. At the same time, the company maintains a good cooperative relationship with the strategic cooperation group, giving priority to the position of popular retail outlets. Among the top 20 gold and jewelry department stores listed in 20 10 Report on the Operation of Large Retail Enterprises in China and the Sales of Main Commodities, the company has branches in 18 companies. Among the top ten representative shopping mall groups, the occupancy rate of the company group's shopping malls is also ahead of other competitive brands.
In order to achieve the long-term strategic objectives, the four major sections of the company have formulated long-term (20 16), medium-term (20 14) and short-term (20 12) sub-strategies and objectives respectively, which are consistent with the division of strategic planning time intervals. Set clear and measurable goals according to key performance indicators.
3. Customer-oriented service concept
With the improvement of consumption capacity in China, jewelry has become one of the important consumption items. The jewelry industry is developing rapidly and the market competition is fierce, which is very challenging. The company's main competitive brands in Chinese mainland include local brands such as Laofengxiang and Laomiao, as well as Hong Kong brands such as Zhou Shengsheng, Lukfook and Xie Ruilin. In addition, the huge consumption potential of the mainland market in China has also attracted the presence of internationally renowned brands, such as Cartier. Chinese mainland jewelry industry has formed a market situation in which a hundred schools of thought contend.
With the continuous increase and progress of competitive brands, the balance between Hong Kong brands and international brands, and the influence of local brands on regional markets, the company has been severely challenged. In order to actively cope with the challenges, our company dare not have the slightest burnout, make a clear strategic positioning, formulate strategic planning programs, continuously improve core competitiveness, and improve customer satisfaction and loyalty, thus widening the gap with other brands and maintaining the leading edge.
Chow Tai Fook's survival and development depend on customers. In the process of enterprise management, make full use of customer satisfaction management, combine the characteristics and life cycle of different customer groups, deeply understand the needs and expectations of current customers and potential customers, and turn them into internal management requirements, improve the quality of products and services, and enhance customer satisfaction and customer loyalty.
According to Frost & Sullivan's report, among the jewelry retailers in China whose income exceeds 5 million yuan, the market share of the top ten enterprises is about 57.5%, of which Chow Tai Fook is about 12.6%. It can be seen that Chow Tai Fook is still in a leading position among many advantageous brands. At the same time, the company is committed to maintaining the goal of the first comprehensive market share of similar products.
4. Unique corporate culture and good sense of social responsibility.
In order to effectively realize the company's strategic planning of 2000 branches by 20 14, and ensure the quantity and quality of required personnel. The company introduces scientific management tools, evaluates and counts the existing employees, and understands the effectiveness of personnel capabilities and personnel needs, so as to formulate scientific and personalized recruitment, employment, appointment and training mechanisms, formulate diversified employee welfare policies, provide a healthy, safe and environmentally friendly working environment, ensure a warm family atmosphere, and give employees a sense of home and belonging.
20 12 China jewelry yearbook
20 12 China jewelry yearbook
In order to better implement the company's strategic objectives at all levels, the company regularly conducts performance evaluation to ensure that the work direction of employees is consistent with the strategic objectives of the organization. The company also organizes various trainings to promote the personal career development of employees and leaders, develop various career development channels, cultivate an open corporate culture, ensure the sustainable development of employees, and regularly organize employee satisfaction surveys to achieve a high-performance and high-fit employee environment.
In addition, the company attaches great importance to corporate social responsibility as part of its strategy and daily operation, establishes Chow Tai Fook Charity Fund Committee, manages Chow Tai Fook Charity Fund and Chow Tai Fook volunteer team, determines the overall development goals, policies and strategies of the fund, and supervises the daily operation of the fund, approves and supervises the fund projects, and supervises the annual expenditure of charitable projects. According to the strategic plan, rationally allocate resources, make an annual social responsibility plan, invest a lot of money in charity, volunteer activities, environmental protection, etc., and fulfill the company's social responsibility and support for key communities, which is consistent with the strategic development.
Sustainable strategic positioning, unique corporate culture and good sense of social responsibility provide important support and guarantee for the company to achieve excellent performance management, making the company step by step towards the vision of the most trusted Asian jewelry brand in the world! Chow Tai Fook adheres to the corporate mission of "sincerity and eternity" and integrates it into the daily operation of the company. Sincerely guide our attitude towards customers, partners and employees: we regard customers as the most important, and bring customers a beautiful experience that will be remembered by providing quality products and services; We focus on growing, learning and developing together with our partners through * * * to achieve a win-win situation; We are people-oriented, providing employees with wonderful career planning and a warm home-like environment! We are convinced that only sincerity can last forever. Under the guidance of "sincerity lasts forever", we will cooperate with the Group to gradually achieve the goal of "2000 branches by 20 14 and always maintain the first comprehensive market share of similar products"!