Jewelry is characterized by high cost and exquisiteness. It is beautifully made, transcending time and space, and beautiful. It carries a unique luxury aesthetic. It is endowed with more cultural, philosophical and social significance. It vividly refers to our life, which shows us the efforts of human beings to continuously expand their territory in the material world and perceives the historical pursuit of style. The elites who know this way have gone beyond the stage of talking about things, recognized and truly understood its cultural connotation, and found the style that suits them best and can really shape themselves. The Jeweler's DreamWorks is a true portrayal of a celebrity who extracts the essence of multiple arts and shines with the charming brilliance of jewelry culture.
1. Company Profile
Shenzhen Xingguangda Jewelry Industry Co., Ltd. was established in 1997, and is the first member enterprise of Shenzhen jewelry regional brand. The company integrates design and development, production and processing, wholesale, and brand franchise, and mainly deals in precious metal inlaid jewelry, K-gold jewelry, jade jewelry and colored gems jewelry. Guided by the enterprise spirit of "honesty, dedication, harmony and innovation", after fifteen years, it has rapidly developed into a leading enterprise in the field of precious metal inlay in China.
Starlight always insists on "quality innovation" as the core, and takes "creativity shines classic, precision inherits eternity" as the value embodiment. We are determined to forge ahead and work hard to continuously improve the level of creative design and innovate production technology. The company actively advocates the "craftsman" culture, permeates culture and emotion into the works with meticulous concentration and persistence, and creates a piece of jewelry masterpiece full of vitality, shining with the light of art and wisdom, which has won numerous awards in major jewelry competitions at home and abroad.
After more than ten years of development, starlight has been growing. Up to now, the number of employees in the enterprise has exceeded 1000, of which 50% have technical secondary school education or above. While replenishing fresh blood, many old employees have been serving in Starlight Dana. At present, there are more than 20 employees who serve the company 15, more than 40 employees who serve 10, and more than 200 employees who have served for 5 years. Every old employee has rich technology and experience, and their cooperation is more tacit, which sets an example in cultivating and driving new people. In production, there are more than 100 senior technicians and technicians.
Starlight has set up a product research and development department, constantly seeking innovation and breakthrough in product design, technology and materials, making in-depth research on the market and realizing the combination of production and marketing. Starlight strictly controls the quality, sets up a unique jewelry appraisal laboratory, and introduces advanced jewelry and gold measuring instruments to conduct in-depth appraisal of the processed products.
Over the years, the company has successively won the honorary titles of China famous trademark, China famous trademark, China's first jewelry brand, China's famous jewelry brand, AAA credit enterprise with corporate credit evaluation, Guangdong advanced quality management enterprise, Shenzhen famous brand, Shenzhen key cultural enterprise, Shenzhen high-skilled personnel training base, and trustworthy product quality. The "Famous Brands of Private Enterprises in China", "Products (Brands) Assured by Consumers" and "300 Enterprises with the Most Growth Potential in Shenzhen" registered by the Commercial Franchise Information Management System of the Ministry of Commerce (record number: 04403009000041) are the sponsors of the enterprise standard alliance of precious metals, jewels and jade ornaments. Alternate member unit of National Jewelry Standardization Technical Committee, observer unit of National Jewelry Standardization Technical Committee, and deputy secretary-general unit of inlaid jewelry branch of National Jewelry Standardization Technical Committee.
20 12 China jewelry yearbook
Starlight will continue to accumulate and precipitate, and create a "jeweler's DreamWorks" with heart.
2. Independent innovation, continuous breakthrough
Innovation is the vitality and vigor of an enterprise, and the strength and source of its development. With the upgrading of jewelry industry to cultural industry, Xingguangda Jewelry keeps pace with the innovation from "Made in China" to "Made in China", and has made continuous exploration and progress in design, technology, materials, culture, service and management, and achieved many substantial results.
2. 1 design innovation
Starlight is determined to forge ahead and innovate constantly, and has launched many innovative products year after year. The combination of design style and market, the product category and speed can effectively meet the diverse needs of consumers. So far, it has successfully embarked on a mature road of independent innovation and research and development.
Xingguangda Jewelry introduced the design concept of "one thing can be used for two purposes" for the first time in the industry, and created a series of "Baimei" dual-purpose diamond pendants, which opened a new chapter in the jewelry market. "Baimei" series is one of the representative innovative products of Starlight. The previous "Baimei" products showed two different wearing effects through opening and closing, and this series of products immediately triggered market sales. Since then, Starlight has gained insight into consumers' preferences and tendencies through the precipitation and thinking of previous works, and constantly innovated this series of products. So far, the third generation of "Baimei" has been launched. Compared with the past, the new product only changes direction up and down, thus easily achieving two different wearing effects and showing different charms of women.
Xingguangda invests a lot of money in new product design, research and development and personnel training every year. The output value of innovative products accounts for more than 50%, and the proportion is increasing year by year. With the development of the enterprise, the strength of the design team is also growing. There are more than 0/00 design technicians/kloc, including 40 hand-drawn designers, 60 electrical drawing designers and 80 senior technicians.
2.2 Process innovation
In terms of product technology innovation, Starlight has never slacked off, introducing advanced technology and equipment in time, introducing a large number of high-quality talents, constantly breaking through existing technologies, creating new technologies and promoting the sustainable development of enterprises.
Xingguangda's representative innovative technology, "Exquisite Mosaic", visually magnifies the diamond several times and doubles the fire color of the diamond through innovative hexagonal mosaic and unique flower-passing technology. At present, Linglong Mosaic Technology has successfully applied for a number of national technology patents. Its exquisite works have won many awards in jewelry competitions at home and abroad. Xingguangda won the "Best Jewelry-making Award" in the 2nd National Jewelry-making Skills Competition with its exquisite mosaic design "Love among Flowers". The original "Hope" uses exquisite inlays as molecules to construct DNA double helix structure, and the three-dimensional full diamond inlay design makes the whole work shine 360 degrees. Because of its simplicity and vitality, this work has been selected to participate in large-scale jewelry exhibitions for many times, showing the exquisite beauty intuitively. Exquisite mosaic technology has also been reported by many multimedia magazines and won the love of consumers.
20 12 China jewelry yearbook
2.3 Material innovation
In order to seek better product design and create richer and more exciting jewelry products, Starlight has made continuous breakthroughs in inlaid metal materials, and many innovative materials such as "elastic gold" have won national technology research and development patents.
20 12 starlight has made breakthrough progress and achievements in innovating platinum jewelry materials.
In order to solve the defects of Pt/Pd alloy in jewelry making, Xingguangda Jewelry invested heavily in the research of Pt/Ru alloy. Finally, it has overcome many technical and technological problems and become the most mature enterprise in the production and application of platinum-ruthenium alloy jewelry in China.
Pt950 platinum-ruthenium alloy is an excellent general alloy, which contains 950‰ platinum and 50‰ ruthenium and other precious metals. It is superior to Pt/Pd alloy Pt950 in color, hardness, density, ductility and processing applicability. It can support almost all mosaic methods, such as pointed mosaic, forced mosaic, micro-mosaic, nail mosaic and so on, and even complete more complicated processes such as car embroidery.
In 20 12, xingguangda cooperated with the international platinum association to successfully make the bracelet inlaid with platinum and the butterfly chasing dreams inlaid with Pt950 platinum/ruthenium alloy. The complex design and mature mosaic technology indicate that Starlight has made a new attempt and breakthrough in the application of high-end Pt-Ru alloy technology. In addition, the Pt950 platinum/ruthenium alloy wedding set diamond series "My Platinum Wedding Dress" jointly launched with the International Platinum Association has set off a new wave of platinum in the wedding market, with perfect color and no deformation, greatly reducing the after-sales problems of diamond platinum jewelry, which has been widely recognized by consumers and achieved impressive sales results.
2.4 Cultural innovation
Jewelry is not only a beautiful decoration for people who wear it, but also a physical and mental pursuit and a life experience. Xingguangda insists on making jewelry full of life, implanting cultural connotation and emotional concept in product design, technology and promotion, and completing the soul docking between jewelry and culture.
Xingguangda Jewelry has been actively advocating the "craftsman" culture and paying attention to the inheritance of traditional handicraft skills and personnel training. In the process of making jewelry products, we should carry forward the master's feelings, and strive for perfection with uncompromising attitude from product design, material selection, cutting, polishing and carving to final inspection.
Jewelry, as a carrier to entrust and convey emotions, is inextricably linked with consumers. In the process of product promotion, Starlight Jewelry explores the emotional value of jewelry products from the aspects of product design elements, inspiration sources and theme setting. Establish emotional ties with consumers and create a rich decorative experience for consumers. At the same time, it captures the fashion trend, integrates the decorative beauty with the emotional beauty, effectively connects the jewelry culture with the fashion culture, and truly achieves diversified marketing promotion.
Cultural innovation runs through the whole development process of Xingguangda enterprise, not only in product innovation and independent research and development, but also in the shaping of corporate culture and the establishment of corporate management system. Through continuous accumulation and precipitation, it has made outstanding achievements in cultural innovation, and was awarded "Shenzhen Key Cultural Enterprise" in 2009.
20 12 China jewelry yearbook
2.5 Service innovation
Starlight always takes customers as the fundamental starting point, aims to meet customer needs to the greatest extent, and pursues customer satisfaction. The company regards honesty and friendliness as the most basic service principle, and on this basis, it constantly improves the service quality and perfects the service content.
Xingguangda innovatively launched the "network board room" project, subverting the tradition, changing the previous ordering mode, establishing a high-quality and fast information shopping guide platform, and establishing a mobile phone information platform as a support. This innovative measure solves the problems existing in the traditional ordering mode and improves the response speed of the supply chain. Now the orders formed through the net board room can increase by 5% every year, and more than 350 customers have placed orders through the net board room.
Starlight has further carried out innovative practice in the service field, and cooperated with Harvard Business Review to create a learning platform for customers to gather wealth and wisdom and enjoy growth. Starting from truly sharing international advanced management experience with customers, we will provide effective channels and resources to help customers solve the needs existing in enterprise management and explore a road of sustainable development. At the same time, together with Harvard Business Review, we produced an album of classic articles by peter drucker, a master of management, and assembled Mr. Drucker's classic articles into a book to share international advanced management concepts with customers and open the door to intelligent management.
The establishment of various innovative service modes and learning platforms has established an effective communication link between Starlight and customers, which is helpful for Starlight to quickly and clearly understand customer needs, formulate corresponding solutions in time, and better serve customers. Innovative service system, dedicated service attitude and honest service guarantee have effectively solved the problems encountered by customers, and won more reputation and loyalty for Starlight while obtaining customer service satisfaction.
2.6 management innovation
As one of the large jewelry enterprises in China, Xingguangda established a management system earlier in the industry to realize scientific and standardized management. The company has successively introduced ISO 900/KOOC-0/:2008 quality management system, ISO/KOOC-0/400/KOOC-0/:2004 environmental management system, ISO/KOOC-0/00/KOOC-0/2: 2003 metrology management system and OHSAS/KOOC-0/. In 2009, the company became a member of Shenzhen precious metal jewelry enterprise standard alliance, and in 20 10, it became an AAAA-level standard good behavior enterprise.
The introduction and implementation of various management systems of Starlight plays an extremely important role in promoting the overall technological progress of enterprises, improving the management level of enterprises, improving product quality and enhancing the market competitiveness and market share of products. The production efficiency has been continuously improved, and the average annual output value has increased by 15%. In the process of carrying out the standardized management system of enterprises, the internal management behavior of enterprises is effectively standardized, the production cost is reduced, the product quality is improved, and the production efficiency is greatly improved. At the same time, it can better provide customers with reliable and satisfactory jewelry products, thus enhancing the reputation and popularity of Starlight brand, and creating great wealth for enterprises invisibly.
3.20 12, xingguangda jewelry opens a new era.
With the development of global economy and the continuous optimization and upgrading of China's industrial structure, it is required to strengthen industrial independent innovation. In the process of adhering to sustainable development, Starlight is also constantly improving the independent innovation ability of enterprises to enhance their market competitiveness.
20 12 China jewelry yearbook
Up to now, Starlight has obtained 14 patents, 7 utility model patents, 32 design patents, more than 50 high-quality products with independent intellectual property rights, and the company has more than 654.38+10,000 innovative product styles. Numerous independent intellectual property rights have become the connotation and carrier of the competitiveness of Xingguang's powerful enterprises, laying the road for sustainable development of Xingguang.
Compared with previous years, in 20 12 years, Starlight has made great progress in both production and processing capacity and market coverage. The factory now processes more than one million pieces, a year-on-year increase of 23%. At present, the company's products cover all cities in China, ranking in the forefront of the industry. In the process of continuous development, Starlight has accumulated more than 3,000 loyal customers, reached cooperative partnerships with many upstream and downstream enterprises, followed the general trend of industrial chain development, and extended to the upstream and downstream of jewelry industry chain.
Xingguangda Jewelry has continuously expanded its market share, and its marketing network has spread to a wider field. It has established long-term cooperative partnerships with many well-known domestic retail brands such as Laofengxiang, Caibai, Liu Fu Group, Golden Supreme, Daimengde and Laomiao. Based on the domestic market, we have steadily explored the international market and established a solid cooperative relationship with internationally renowned brands such as Forever mark and Eurostar.
20 12, Starlight entered a new era of development, making steady progress, based on the China market, and also having an international vision.
4. Base yourself on China and go international.
At present, in China's jewelry industry, there has been an understanding that "world jewelry looks at China and Chinese jewelry looks at Shenzhen". As a local jewelry brand in China, Xingguangda is deeply influenced and nourished by China's profound national culture. After years of struggle, continuous accumulation and innovation, we have achieved good results in brand building and promotion, which has been widely recognized by the industry and society. As management guru peter drucker said, "The more corporate culture conforms to national culture, the more it can take root for a long time".
With China becoming the world's largest consumer of luxury goods, jewelry consumption accounts for an increasing proportion. Starlight Jewelry should develop its brand based on the China market, activate and release the domestic jewelry consumption potential according to the guidance of the municipal government to upgrade the jewelry industry to a cultural industry, seize the opportunity of domestic jewelry business development, steadily expand the domestic market and actively expand the channels of international cooperation.
In the process of continuous innovation and development, Starlight introduces international advanced knowledge, technology and equipment in time, adheres to international standards in quality, bases itself on national culture in brand operation and management, maintains international exchanges and cooperation, and creates a platform for the collision of eastern and western cultural trends.
As an outstanding representative of domestic jewelry enterprises, Starlight has established extensive and effective international cooperation channels in its continuous development. In 2007, it became a strategic partner and designated manufacturer of International Platinum Association, and in the same year, it became the only manufacturer of wedding commemorative diamond ornaments for DTC marketing project. 20 10 became the joint producer of the world gold Council's k gold project. At the same time, it has carried out stable exchanges and cooperation with jewelry enterprises such as France and Italy, and strived to reach international standards in process research and development, market expansion and brand promotion.
Xingguangda actively participates in the exchange and cooperation in the international market, spares no effort to promote the internationalization of local jewelry brands, promotes the international exchange and construction of jewelry talents, actively establishes extensive cooperation with international peer organizations and institutions, and conducts long-term and diversified jewelry design exchanges and discussions with many world-class designers: she served as the chief designer of Bulgari 17 years, the creative director of Van Cleef & Arpels and Movado for 7 years, and served as a British royal jewelry brand, with high-end jewelry design. Andre Dali, deeply loved by the younger generation of jewelry customers, is a fashion, modern and classic style jewelry designer. Jennifer Ridman, a representative figure of revolutionary design works, etc. Starlight also invited Mr Giuseppe de Rosa, a high-end customized design consultant of Bulgari Jewelry, as the design and process consultant of the company; Cooperate with Mr. Liu Fei, a Chinese jewelry designer who won the first prize in the British Goldsmith Craft and Design Competition and became the first winner in the century-old history of the highest-level jewelry competition in Britain, and open a "window of the soul" for the integration of Eastern and Western cultures in jewelry design. In addition, after becoming a strategic partner and designated manufacturer of the International Platinum Association, we have conducted multi-level exchanges and discussions with many internationally renowned designers through the Platinum Association platform for many years.
5. Starlight, a jeweler's dream factory.
Starlight is committed to building a "jeweler's dream factory", rather than simply building a large-scale production and wholesale factory. It concerns every partner, every jewelry customer, every terminal retail customer and every star talent.
20 12 China jewelry yearbook
"DreamWorks", as its name implies, is a sacred place to build dreams.
Jewelers' dream holy land: I hope that through Starlight's long-term unremitting innovative service, we can effectively create wealth for our customers and maximize their interests. In terms of commodity services, we should do: fine, neat and complete. The essence of goods refers to the quality of products that satisfy customers; The goods are in good order, and the style and design of the products can meet the needs of customers to the greatest extent; The complete range of goods means that the product categories can fully meet the customer's requirements, such as diamond inlay, gold, jade, colorful treasures and other categories are readily available.
The holy land of consumers' dreams: We hope to deliver our high-quality and emotional jewelry products to every terminal retail customer through every customer of Starlight. In the diversified marketing promotion of Starlight, we should dig deep into the emotional value of products, establish emotional ties between jewelry products and consumers, and create rich and emotional good experiences for consumers.
Dream-building Holy Land for Stars: This is the place where every employee places their hopes, flies and realizes their ideals, melts people's emotions at work and grows up through tempering. Xingguangda will continue to implement the "people-oriented" talent management model, increase the reserve and training of professional talents, and build a good learning and exchange platform for employees through a series of regular training and activities, so that employees and enterprises can grow together.
20 12, starlight will continue to advance in harvest, break through in inheritance, innovate in exploration, seize the opportunity of upgrading jewelry industry to cultural industry, shape enterprises with culture, and cast the future with quality.
20 12 the road of starlight is long, but it's Xiu Yuan. On the basis of China's development, we will look at the world, constantly broaden our horizons, and strive to build an international jewelry brand.
20 12, dreams and challenges are together, and the stars are still passionate!