Jewelry is an ancient sunrise industry, which is ancient because it has a history of thousands of years. It is said that Chaoyang has great market potential because of decades of faults. Jewelry industry is expected to become the third hot industry in the domestic economy after real estate and automobiles. Since the early 1980s, especially after the 20th century, China's jewelry industry has developed unprecedentedly. The consumption of gold, platinum, diamonds, silver, jade, jadeite and colored gems in China ranks among the top in the world, and it has become a major jewelry processing country and one of the most important jewelry consumption markets in the world. Jewelry consumption in China has occupied an important position in the world, and the trend of China market will directly affect the trend and price of the international market. With a short history of more than 20 years, more than 2,000 jewelry enterprises in Shenzhen have occupied more than 70% of the national market share, making Shenzhen a veritable jewelry manufacturing and trading capital in China. Among thousands of jewelry enterprises, Jin Dafu jewelry is not one of the best. However, Jin Dafu Jewelry, which won the titles of "China Well-known Trademark" and "China Well-known Trademark", has always stood at the forefront of the trend and is committed to becoming the leader of national jewelry culture.
In the long history of thousands of years, gold jewelry bears more functions of currency and reserve, and is a luxury for dignitaries. With the reform and opening up and economic development, it "flies into the homes of ordinary people". In recent 20 years, the jewelry industry in China has really ushered in the "late spring" and gradually developed into an important part of the national economy. Jin Dafu jewelry was born under this economic background.
1. Stand by faith and stand by virtue.
As a generalization of Chinese virtues, "being good as water is virtue" has always been the highest moral realm advocated by people with lofty ideals. Based on this, Jin Dafu has always implemented the principle of "sticking to faith and relying on Dexing" in the process of brand building as an important part of brand strategy.
20 12 China jewelry yearbook
We must be neutral in the market around the principle of Jin Dafu's "building a business by faith and developing by virtue". In the jewelry circle, people attach great importance to contacts and credit, and all trading links in the jewelry industry chain, such as procurement, production and processing, wholesale and retail, attach great importance to credit. Sometimes even if the transaction amount is several million yuan, it is not signed. In the jewelry circle, jewelers often need extensive interpersonal relationships in order to be stronger and bigger. In order to win the trust of peers and consumers, Jin Dafu Jewelry has made great efforts in infrastructure construction, laying a solid foundation for Jin Dafu's brand from four aspects: talent, equipment, quality and market.
First of all, as an innovative enterprise, it needs a large number of high-level talents to maximize artistic creativity and quality service. To this end, Jin Dafu has formulated a talent strategy to recruit talents in the industry nationwide. Up to now, senior managers, R&D, designers and senior technicians account for more than 70% of the total number of employees. In order to ensure the continuous demand for talents, Kim Dae-fu has established in-depth cooperative relations with jewelry majors in many domestic universities, and has reserved a large number of outstanding talents.
Secondly, with first-class talents, you should also have first-class equipment, so as to produce first-class products. To this end, Jin Dafu has invested heavily in introducing a series of new equipment and new technologies such as processing, testing, cutting and polishing of gold and silver ornaments, jewels and diamonds from Italy, Singapore, Germany, China, Hongkong and Taiwan Province Province, and implemented the mode of combining personal creativity with CAD-aided design in the whole process of style design, which laid a solid foundation for creating artistic treasures.
Jin Dafu Jewelry is also the first "double certification" jewelry enterprise in the industry to pass ISO900 1:2000 quality system certification and ISO 14000 environmental system certification. On the basis of "double certification", in the process of production and processing, the quality assurance system of "all staff quality inspection" was creatively put forward and implemented. In this system, the next process is the quality inspector of the previous process. According to the "top-down" quality model, unqualified semi-finished products will never flow on the production line. The company's R&D center also hired authoritative experts in the industry to carry out technological innovation with high salary, and gradually carried out technological innovation on the original traditional, non-standard and dimensionless manual workshop operation, and adopted full computer to control the production process, thus realizing a scientific, standardized and standardized modern production mode.
If you want to do a good job, sharpen your tools first. Jin Dafu has been investing a lot of manpower and material resources in infrastructure construction, preferring to lose a lot of money rather than consolidate Jin Dafu's foundation. Only in this way can we inherit and carry forward the extraordinary wisdom and creativity of national jewelry culture to the greatest extent, and strive to make every product of Jin Dafu an artistic treasure, so as to win the hearts of customers and realize Jin Dafu's creed of "sticking to faith and relying on Dexing".
It also has great advantages in the sales network. The sales network covers the whole country and reaches the national wholesale and retail market. There are various marketing models. Direct stores and franchise stores coexist, operating chain stores, counters of large department stores and in-store stores.
20 12 China jewelry yearbook
On 20 10 65438+ 10/5, the trademark "Jindafu Jindafu Jitu" held by Shenzhen Jindafu Jewelry Co., Ltd. was officially recognized as "China Famous Trademark". Prior to this, in 2006, "Jindafu Jindafu and Map" was awarded the title of "China Famous Brand Product". Therefore, it has become one of the few jewelry brands in China that integrates "China Famous Trademark" and "China Famous Brand".
2. Committed to the national jewelry culture.
In essence, all jewels, whether diamonds, jadeites or colored gems, are natural minerals collected by people and have no value in themselves. It is human beings who endow them with cultural connotation and make them have civilized vitality. Therefore, if you leave the culture in this industry, you will lose your soul, and if you want to have vitality, you must build the carrier of your soul-brand. Cultural connotation is the foundation of brand life, and cultural accumulation is the foundation of brand growth. The more cultural connotations are injected into economic activities, the higher the grade and added value of products in material production, the stronger the competitiveness and the better the benefits. A brand-name product, the product is its flesh and blood, culture is its soul, and flesh and blood endows the soul, just like adding cultural value to material value, the added value of culture is often several times or even dozens of times higher than the product itself. Jeremy Rifkin, an American economist, predicted that "the journey of capitalism starting from the commercialization of product and property ownership will end with the commercialization of human culture itself." It can be said that the development of cultural economy is the inevitable result of the development of social material civilization. In the cultural vision of Jin Dafu's jewelry, every piece of jewelry contains a portrayal of our life, the accumulation of 5,000 years of history, and the needs and demands, ideals and aspirations of people of our nation for life. It includes the thoughts and theories of our national philosophy, our recognition and observance of ethics, morality and order, and the value of money. As the core value of a jewelry enterprise, it is embodied in making lifeless gold jewelry undertake the mission of inheriting history and promoting culture through cultural creativity.
20 12 China jewelry yearbook
It is the value and historical mission of Jin Dafu Jewelry as an excellent jewelry enterprise to promote and lead the development of jewelry industry from the height of culture. Being awarded "China Well-known Trademark" and "China Famous Brand Product" is the full recognition of Jin Dafu Jewelry's commitment to national jewelry culture by national authorities and consumers.
3. The accurate positioning and subdivision of the marketing department
Cultural diversity has brought the development trend of diversification of jewelry consumption varieties. In addition to traditional gold ornaments, the sales of jadeite products, platinum, palladium ornaments, diamonds and gemstone inlaid ornaments have also increased significantly. Jin Dafu Jewelry caters to the market demand and forms jewelry brands for different audiences, such as jade, colorful treasures, diamonds and online shopping. Through market segmentation, accurately locate the target group, and build a jewelry brand cluster including Jin Dafu, Jade Story, Ainani and Yulan Gongshe. Jin Dafu Jewelry has developed into a large-scale jewelry enterprise integrating R&D, design, production and marketing services. Its business sector covers all kinds of jewelry such as gold, gold, platinum, diamonds and jadeite. With three large jewelry factories and an emerald jewelry processing and marketing center, its comprehensive strength is firmly in the leading position in the national jewelry industry.