Hong Kong Xinsheng Jewelry Company was established at the beginning of 1985, mainly engaged in jewelry and craft jewelry manufacturing. 1988 set up a factory in Chinese mainland to produce and process jewelry, mainly engaged in production, wholesale and export. Mainly produces K-gold diamonds, precious stones and semi-precious stones. Products include necklaces, bracelets, bracelets, earrings, rings, brooches, pendants and so on. Xinsheng has been committed to exploring jewelry styles and leading the latest trend of K-gold jewelry.
Under the trend of global financial tsunami in 2008, Xinsheng successfully launched the company brand "PL" semi-precious jewelry series. With the accelerating pace of China's reform and opening up, people's income and purchasing power are constantly improving, and the demand for domestic jewelry is gradually increasing. At the same time, in order to further develop the jewelry industry, the state has successively issued a series of policies and effective management measures that are beneficial to the industry. For example, the introduction of quality standards and management regulations for jewelry and jade, the establishment of Shanghai Gold Exchange and Shanghai Diamond Exchange, etc. In order to better guide and supervise the market and safeguard the legitimate rights and interests of consumers, the "China Jewelry and Jade Jewelry Industry Association" was established. This series of measures has enabled the national policies to be effectively implemented, and consumers have increased their confidence in jewelry products produced in China. Driven by this industry background, the new business development direction has gradually changed from the original single order processing, wholesale and export, and began to face the domestic market.
20 12 China jewelry yearbook
In recent years, China's jewelry sales have been increasing, and it has become one of the few countries in the world where the annual jewelry consumption exceeds 50 billion US dollars. Jewelry is becoming the third largest consumption hotspot in China after housing and cars. Jewelry has the characteristics of beautification and preservation, which has attracted more and more attention, and the market demand potential is increasingly apparent. However, under the influence of the financial crisis, the demand for gold ornaments in western countries has dropped significantly, especially in Europe and America, which will lead to a sharp decline in the export of processing trade such as diamonds and precious metal jewelry in China and face challenges. The competition among merchants has gradually turned from price competition and advertising competition to service competition and brand competition, and domestic jewelry consumption is gradually entering the era of "brand consumption" from "commodity consumption".
20 12 China jewelry yearbook
20 12 years, Xinsheng Jewelry Company has entered its 27th year. 20 12 under the condition of weak export and insufficient domestic demand, new jewelry still achieved stable and sustainable development. There are mainly the following main factors.
1. Product advantages
Freshmen gather many years of industry experience and unique views on arts and crafts, with the concept of breakthrough and creativity. Exquisite craftsmanship, careful selection of materials, simple, fashionable and extraordinary style and brand spirit are perfectly integrated. In recent two years, freshmen actively promoted the "PL" semi-precious stone brand series to meet the market demand. The product has few competitors, great market potential and good competitive advantage.
1. 1 product uniqueness
The main materials of newborn jewelry are semi-precious stones and K-gold diamonds, with a strong European color design. Break the shackles of traditional gold jewelry and develop different series, with ingenious ideas and diverse design styles, which have both fresh and lovely features and classic designs, and can be matched with different types of clothing to adapt to the elegant beauty of various occasions and meet the needs of different markets.
1.2 YEATION quality
It generally takes 1 month to 40 days to mine raw materials. For example, 1 ton stone surface, usually only about 500 kilograms of materials will be selected, or even less. Xinsheng semi-precious stones have high quality control and strict selection.
20 12 China jewelry yearbook
1.3 Exquisite craftsmanship
Freshmen are constantly delving into the exquisite art of jewelry. It is hand-made by all people, from material selection, grinding, cutting to polishing, all with superb craftsmanship.
The company has advanced production and processing equipment, high-quality semi-precious stones with ingenious inlay technology, showing the irresistible charm of new jewelry. Its excellent quality and novel style have won unanimous praise from customers and enjoyed a high reputation in Chinese mainland, Hong Kong and overseas.
2. Strengthen publicity around the world.
Although the demand of jewelry consumption countries such as Europe and America has dropped sharply, freshmen have participated in international jewelry exhibitions many times in recent years. It can not only promote new jewelry and Chinese jewelry, but also let the world see the extraordinary craftsmanship of Chinese jewelry, and at the same time understand the needs of countries around the world and strive for international orders. The company is committed to brand management, while actively strengthening external promotion and contact.
2. 1 market reaction discussion
The exhibition attracts buyers from different countries, and freshmen can meet and talk with buyers from all over the world. You can know the market demand in the shortest time, and you can also get the latest market information and local reactions in real time.
2.2 Increase orders
Exhibition is especially important for wholesale ordering. Because the buyers who come to the exhibition are well prepared, I hope to know the sources and characteristics of different commodities in the industry in the shortest time, so as to find the right commodities and make decisions and transactions.
2.3 Develop new customers and consolidate the confidence of old customers.
Freshmen's continuous participation in the exhibition can not only attract new customers and open up the sales market, but also show the stability of the company in the eyes of the industry and buyers. Establish a good image and increase the confidence of buyers in purchasing cooperation.
3. Pay attention to corporate image building
Freshmen carefully arrange booths, show the strength of the company and establish the scale image of the company. In terms of image publicity, we should pay attention to the investment of fashion jewelry magazine advertisements and the way of product display and deduction, and proceed from the long-term brand development strategy.
4. Product packaging design
Product packaging design: a series of products use dark brown contrast suede jewelry boxes, with silver patterns on the edges, which set off a brand-new and distinctive product image with noble and fashionable packaging.
5. Personnel training
Freshmen attach great importance to staff training. It is recognized that front-line sales personnel must understand the characteristics of products, the production process and working procedures of products, the characteristics of products and materials, the design, quality and price of products. , increase their professional knowledge, show customers the advantages of products, induce customers' desire to buy, increase sales and enhance the company image.
6. After-sales service
Xinsheng has proper after-sales maintenance service for customers.
Domestic jewelry consumption has entered the era of "brand consumption", and it is the general trend to establish its own brand. Freshmen first set up a sales point in Hong Kong as a springboard to introduce the domestic market. On July 20 12, Xinsheng set up an exhibition hall in Shenzhen Lin Bao International Jewelry Exchange Center, which provided a jewelry trading platform for jewelry buyers and made positive publicity for the image of Xinsheng.
Generally speaking, despite the weak export and insufficient domestic demand in 20 12, China's jewelry consumption market has still become the focus of global attention. The market potential is still huge, attracting famous jewelry brands from all over the world and expanding rapidly from first-tier cities to second-and third-tier cities.
Facing the future, freshmen will face a new round of opportunities and challenges. I believe that through the continuous support of the government, the leadership and guidance of industry associations, and the unity and hard work of all employees of the company, freshmen will surely achieve new success.
20 12 China jewelry yearbook