Chao Acer adheres to the concept of "carrying forward the essence of oriental culture and the original design of China", adheres to the road of independent original development of national brands, perfectly integrates oriental culture with international fashion, and is always committed to independent innovation to provide consumers with products with unique design and excellent quality. In order to carry out the original design concept and get rid of the homogenization competition of domestic jewelry products, the company began to take the positioning of "design leading" as the core competitiveness of the brand in 2000, set up its own design team and set up its own jewelry design room. Through continuous integration with international design, we have absorbed top talents such as professors from domestic key universities and senior designers from Hong Kong, and persistently promoted product differentiation with original design. In 2007, it launched more than 5,000 independent design styles. Chaohongji Design Studio has now become the most competitive and powerful jewelry design studio in the domestic jewelry industry.
In order to promote the industrial upgrading of China's jewelry industry, Chaohongji cooperated with China Gemstone Association to successfully hold the first, second and fourth "China Jewelry Design Grand Prix", which effectively stimulated the original design consciousness of the domestic jewelry industry. With the unique oriental cultural connotation of the original design products, in April 2006, as the only representative of the domestic jewelry industry, the company was invited to participate in the "Oscar in the jewelry industry"-the 2006 World Watch and Jewelry Exhibition in Basel, Switzerland. Chaohongji's "Purple Gas from the East" Oriental Jewelry Series made a stunning appearance in Basel, Switzerland, and achieved unprecedented success, completely subverting the prejudice of the western world that the Chinese jewelry industry can only be copied. At the same time, the company also pays attention to the cooperation with R&D and design institutions at home and abroad, and is committed to creating jewelry fashion with oriental cultural connotation and international vision. In April, 2007, the company cooperated with Tsinghua University Academy of Fine Arts to establish "Chaohongji Jewelry Laboratory of Tsinghua University Academy of Fine Arts" to tap the essence of China traditional culture. "Chaohongji Jewelry Laboratory of Tsinghua University Academy of Fine Arts" became a precedent for Chinese jewelry industry and top art colleges to establish scientific research institutions, and made a preliminary study on the development of Industry-University-Research integration model of jewelry industry, which played an important role in promoting the in-depth development of Chinese jewelry design.