Recently, Zhou Dasheng, a Chinese jewelry chain giant, made a high-profile appearance at the 20 12 Shenzhen International Jewelry Fair, which once again attracted the attention of many dealers and media reporters. It is reported that the scale of Chow Tai Sang Jewelry Terminal has expanded rapidly in recent years, and the comprehensive strength of the Group ranks among the top three in the country. At present, it has 2,000 chain stores, covering more than 300 large and medium-sized cities in 32 provinces and cities across the country. It is the largest jewelry chain brand in China. Miss Lin Chi-ling, a spokeswoman for Chow Tai Sang Jewellery, praised this as a remarkable achievement.
Over the years, Zhou Dasheng ranks among the top in total sales in the Mainland with its profound brand image accumulation, mature chain marketing model, perfect chain distribution operation system, perfect training and supervision system, complete logistics distribution management, excellent customer service, excellent product quality and leading brand development concept, which has obvious distribution advantages. In the fierce competition in China's jewelry market, it has made impressive achievements, envied by peers and shocked the industry.
1. Optimize the market structure with digital strategy
From June 5438 to February 2009, Chow Tai Sang jewellery chain stores broke through 1000, and the "Thousand Stores Plan" was successfully realized. In 20 12, there were nearly 2,000 jewelry chain stores in Zhou Dasheng, and Zhou Dasheng painted a magnificent chapter on the territory of Chow Tai Sang Jewelry Empire at an amazing speed.
From 20 1 1 to 20 15, Zhou Dasheng's "Golden Dragon Soaring Trilogy" entered the second trilogy, clearly pointing out that the promotion of brand value and reputation is mainly to strengthen brand building in the emerging stage. Create brand characteristics, further enhance brand influence and enhance the company's comprehensive strength.
Chow Tai Sang Jewelry has a profound corporate culture. After decades of development, Zhou Dasheng has accumulated corporate cultural connotations such as "Golden Dragon Manifesto", "Three-person Theory" and "Four * * * Similarity", and based on this, it has formulated market forward-looking strategic plans such as "Golden Dragon Trilogy", "Four Colors" strategic map, "Five Elements Ecological Management" and "Six Major Network Support" to optimize the market structure. Relying on these digital strategies, we will optimize the strategic layout of the national market and solve problems such as popularity, influence and scale development speed.
2. Strengthen the brand building of word-of-mouth effect
20 12 on June 28th, WorldBrandLab announced the ranking of China 500 most valuable brands in 20 12 (the ninth). In this China brand national team lineup based on financial analysis, consumer behavior analysis and brand strength analysis, Zhou Dasheng was once again shortlisted to no. 1, and the brand valuation exceeded 965,438+88 million yuan, ranking170th, and entered the world-class brand camp together with powerful brands such as China Mobile, China Industrial and Commercial Bank and CCTV. This is the second time that Zhou Dasheng won the "20 1 1 China 500 Most Valuable Brands" after 201/kloc-0, and its brand value increased by16.63 million yuan, ranking up 9 places. 20 1 1 year, Ernst &; Young) China and Fudan University School of Management awarded Zhou Dasheng the title of "China's Most Potential Enterprise"; CCTV awarded Zhou Dasheng the certificate of "20 1 1 CCTV Brand of the Year". Chairman Zhou Dasheng Jewelry Co., Ltd. won the first "Top 100 Industry Leaders in Shenzhen", and Zhou Dasheng Jewelry was selected as "Top 0 Enterprises in Shenzhen 100" and "Top 50 Chain Enterprises in Shenzhen/201",and was selected as "the most concerned employer in Shenzhen" by Zhaopin.
Chairman Zhou said at the "20 1 1 China Brand Annual Launching Ceremony" that "we have persisted in building and cultivating brands for decades. Zhou Dasheng will adhere to the core concepts of Zhou Dasheng, love, integrity, endeavor and responsibility, spread love, create beauty, send beautiful products from Zhou Dasheng to thousands of households, and spread love throughout the motherland. " This series of honors witnessed the miracle of Zhou Dasheng's development and constantly inspired Zhou Dasheng people to make unremitting efforts and innovate.
20 12 China jewelry yearbook
As the leader of China's jewelry industry, Zhou Dasheng pursues the outstanding development of enterprises, and at the same time, he does not hesitate to adhere to public welfare undertakings. Chow Tai Sang Jewelry Co., Ltd. sponsored a large-scale charity event of "10 million diamonds for light", which lasted for several years and helped poor cataract blind patients to regain their sight for free. In 2008, the campaign "Ten Million Diamonds for Light-Let Cataract Patients Watch the Olympics" was launched in ten provinces and cities across the country to help cataract patients realize their dream of watching the Olympics together!
After the Wenchuan earthquake, Zhou Dasheng donated an earthquake-resistant "Spring Bud Primary School" to children in the disaster area through the China Youth Foundation. Later, in order to continuously support the education in the disaster-stricken areas, since 2008, every diamond jewelry sold will be donated to the China Children's and Teenagers' Fund. In view of this, China Children and Teenagers Foundation awarded Zhou Dasheng Jewelry Co., Ltd. the title of "Public Welfare and Caring Enterprise".
3. Pay attention to jewelry research and development, and break through the tight encirclement of homogenization.
Homogenization is the bottleneck of the development of Chinese jewelry industry in recent years. Chow Tai Sang Jewelry has promoted the development of Chinese jewelry design through various efforts. Zhou Dasheng promotes jewelry design and research and development by hosting the "China Jewelry Design Grand Prix" and co-hosting the "China (Shenzhen) International Jewelry Design Competition". And since 2008, the jewelry fashion trend has been released continuously, which is also the first time that the domestic industry has launched the jewelry fashion trend forecast to lead the jewelry fashion trend.
Zhou Dasheng considered the expression and transmission of different love when developing various jewelry series. The pendant series of "Charming Woman Fragrance" comes out with innovative and unique process design, which can inject perfume into diamond ornaments, so that every woman can shape her own fragrant diamond according to her own style; "Happy Moment" series, the main item of "Happy Moment" ring, has the functions of rotation and time positioning, and can accurately retain every memorable moment; The "saylove" diamond series designed by Mani Wheel, advocates saying love and praying for it. The same edition of gold series boldly breaks through the conservative design of gold ornaments in the past, making consumers feel refreshed with exquisite letters and numbers, and expressing different meanings through different collocation.
20 12 China jewelry yearbook
20 1 1 September, the "promise" diamond series, the promise that Zhou Dasheng brings you love. The theme promises that the changes in the soft heart shape and geometric structure will make the lottery gold wear a more extreme combination. In 65438+February of the same year, Zhou Dasheng witnessed the new series of "Melody" that made love come true, filled every heart that loves life with new joy, and wrote love music for the loved ones. The romantic feelings of white precious metals and pure diamonds reflect the beauty and hope of the white world, and bury the wishes of the New Year in the hearts of lovers.
April 20 12, the new diamond ornaments of "Sunflower's Micro Happiness" and the gold series of "Light Dancing and Flying" went on the market enthusiastically. Zhou Dasheng first put forward the concept of "micro-happiness" in the industry. The new diamond ornament is based on romantic and fresh style, and adopts small diamond group inlay technology, which symbolizes the happiness of lovers' lives and the appearance is more luxurious and dreamy. In addition to continuing the brand elements of Zhou Dasheng's love and beauty, the "Micro Happiness" series takes the spiritual elements of sunflower as the product expression carrier for the first time, and integrates the spiritual elements of sunflower family's positive optimism, contentment, love for sunshine and pursuit of dreams into the design spirit of diamond, so as to express the "Micro Happiness" series as the sunshine characteristics of happiness jewelry in a more intuitive and visible way. The "Light Dancing and Flying" gold series originated from Zhou Dasheng's original design. Designers draw inspiration from natural elements in a concise and realistic way and integrate them into the design of thousands of gold products. Exquisite hand-made technology, combined with the production effects of sanding, sandblasting and nailing, makes the products fashionable and three-dimensional, bringing different wearing effects to thousands of women.
4. Attract franchisees with mature chain store management mode.
As a visionary brand holder, the first thing to do is not to make money first, but to help franchisees make money first, which is more important than anything else.
Before joining the franchisee, Chow Tai Sang Jewellery had hundreds of chain stores' operation and management experience, and formed a mature chain store operation mode integrating marketing management, sales management, capital management, logistics management, information management, channel management and customer service management. Therefore, the choice of franchisees is very strict, and we have a set of corresponding means to evaluate and test the qualifications of dealers.
20 12 China jewelry yearbook
After joining Zhou Dasheng, based on the long-term operation of the chain system, Chow Tai Sang Jewelry will give chain stores a set of management methods to help them get on the right track quickly and make profits quickly. Provide different store opening standards and support means for franchisees with different qualifications. During the operation of the chain operation system, Chow Tai Sang Jewelry Association will give corresponding guidance, inspection and supervision to the single store, and provide appropriate means for the single store to turn losses into profits when circumstances arise. For example, Chow Tai Sang Jewelry has launched a "zero distance, nanny-style" care plan in the field of market expansion, providing professional and practical services for market expansion; Integrate the company's resources and launch the "Smile Service Star" initiative for terminal service personnel; Develop the "winning power" brand with small and medium-sized investors to catch the eye of small and medium-sized investment operators; Launch different levels of training programs to help dealers improve their management level.
5. Improve the training supervision system and promote * * *
With the vigorous development of chain commerce, the management of chain stores is closely related to the fate of jewelry brands.
Chow Tai Sang Jewelry attaches great importance to the self-development of dealers and has built a pragmatic and efficient terminal training system. Professional teachers carry out all-round and multi-level practical training and are committed to improving the quality and skills of all employees. Zhou Dasheng's employee training system has greatly promoted the management ability, terminal service level and terminal sales performance of the company's management teams at all levels. The contents include: for terminal shopping guide, providing advanced training of "sailing source power, accelerating spiritual power and surpassing new power"; Special training on "winning motivation" was provided for terminal store managers. In view of internal management, organize quality training courses such as "winner special training camp" to improve the professional quality of employees and cultivate a positive attitude.
At the same time, the jewelry MBA course (J-MBA) has been set up in the industry. J-MBA means MBA in jewelry industry. It invites famous business masters and training masters at home and abroad to give lectures. Based on successful business practice, combined with advanced business management theories at home and abroad, and according to the current situation of the industry, this paper makes in-depth analysis and discussion on marketing strategy, brand management, leadership and classics of Chinese studies, so as to create high-quality talents with profound cultural connotations. J-MBA course has been held for 15, and the cumulative number of participants has reached more than 10000, making it a unique learning card for the jewelry industry.
In recent years, the chain retail industry in Zhou Dasheng has developed rapidly. In 20 12, the number of chain stores in Zhou Dasheng exceeded 2,000, and the opening of new stores was in full swing. After Zhou Dasheng chain operation mode was put into market practice, the market gave back rich economic benefits. The good development momentum makes Chow Tai Sang Jewellery leap to the leading position in the industry, which not only confirms the scientific and mature chain operation mode of Chow Tai Sang Jewellery brand, but also makes Zhou Dasheng a vane of jewelry retail development in the industry.
20 12 China jewelry yearbook