Since its establishment, Liufu Group has been striving to innovate and keep pace with the times. Now it has developed into an internationally renowned jewelry brand, with more than 65,438+0,000 Luk Fook jewelry branches around the world.
1. Enterprise development history
My father runs a small jade company. When I was a child, I watched my father casting jade jewelry, and my mother dealt with customers, so 17 years old began to help my father manage the jewelry business. In 1950s, my parents opened "Sheng Jixiang Jade" in Guangdong Road Jade Market, and later moved to the resettlement slum in Wong Tai Sin, renamed it "Gui Jixiang Jewelry and Gold Shop", with an area of less than 22 square meters. 60% of the front is a shop, and the back is divided into four parts and two floors. The attic above is used as a residence, and the processing factory below is very difficult.
Later, after taking over my father's business, I found that small-scale operation was not only costly, but also less goods, so it was difficult to attract guests, so I tried to develop Gui Jixiang into a large group. After many years' efforts, the enterprise has initially grown, and attracted five peers to become shareholders, 1 major shareholder, and the word "Fu" is very suitable for the traditional jewelry industry in China, so it is named "". Lukfook Jewelry opened in 199 1 in North Point, Hong Kong 1 jewelry store, and opened its second branch three months later. By the time/kloc-0 went public in 1997, there were already 12 branches. In the same year, it was listed on the main board of the Stock Exchange of Hong Kong (No.590). In 2004, we set up a factory in Panyu. Up to now, the number of branches in the world has exceeded 65,438+0,000, making it a wonderful flower among international jewelry brands.
2. Pay attention to training services and enhance competitive advantage.
20 12 China jewelry yearbook
Nowadays, the jewelry market is highly competitive. If you want to leave a deep impression on customers and establish a brand reputation, you must stand on the customer's point of view, accurately understand what they want and need, whether it is products, shop decoration or services, and provide satisfactory products and professional services with your heart. Liufu Group has always attached great importance to customer service and product quality. The employees of the Group are located in Chinese mainland, Hongkong, Macau and overseas, and a set of perfect training plan and assessment mechanism has been specially formulated, so that employees in all places have good product knowledge level and adaptability, thus providing high-quality and professional customer service, enhancing professional knowledge and broadening their horizons. The Group has been supporting the development of employees in many ways, sponsoring employees to enroll in GIA Diamond Diploma course of Gemological Institute of the United States, and holding GTC Diamond and Emerald Inspector Certificate course in China in cooperation with Guangdong Jewelry and Precious Metals Testing Center. The Group also offers courses such as knowledge of store operation products for further study, so that employees can understand customers' actual needs attentively, treat customers as friends, and let customers enjoy life every time they visit Lukfook Jewelry, which will naturally win customers' trust, reassure customers and enjoy shopping at Lukfook Jewelry.
In addition, the group knows that the key to quality service lies in paying attention to details, taking care of customers' extra needs and providing intimate and professional services. The group has a complete global after-sales service system, including free cleaning, maintenance, currency exchange, laser engraving and greeting card printing. The brand has also set up customer service hotlines in Hongkong and China Mainland to facilitate customers' consultation and comments.
3. Excellent quality has won praise from all walks of life.
To win applause from customers, besides professional training and excellent service, ingenious product design is also the key to success. China is vast in territory and abundant in resources, and Liu Fu Jewelry has a wide target customer base. Therefore, the Group has set up professional jewelry designers in Hong Kong and the Mainland, and the design styles are constantly being introduced to cater to the tastes of customers in different regions. For example, in the north, large-scale jewelry with avant-garde and exaggerated style is introduced, while in the south, the design style is light and simple. In addition, in order to strictly monitor the quality of products, the Group established a wholly-owned subsidiary, China Jewelry Appraisal Center, on 1996 to strictly test products. At the same time, the Group built Liu Fu Jewelry Garden in Panyu District, Guangdong Province, and set up its own jewelry production factory to provide high-quality jewelry for global branches in a one-stop operation mode, further reducing costs and improving overall operational efficiency. All the jewels produced by the group need to undergo strict double inspection. Products are tested by internal monitoring departments first, and then re-examined by national testing institutions, so that consumers will trust the products we sell and establish brand reputation.
4. Be far-sighted and look at the Greater China market.
The number of luxury consumer groups in China is increasing, showing a trend of youthfulness, which brings huge development opportunities and space to the jewelry retail industry. 1994, the group took the lead in exploring the mainland market in China. In recent years, in addition to first-and second-tier cities, we have also actively explored third-and fourth-tier cities with development potential. At present, there are more than 950 branches in China, covering more than 30 provinces, and Liu Fu Jewelry is also found in Lhasa, Xizang Autonomous Region. Facing the huge potential of the mainland market in China, the Group will continue to expand its national sales base and strengthen its brand share in the future. To this end, the Group has set up regional offices in Beijing, Shanghai, Shenzhen, Wuhan and Panyu, aiming at different business characteristics and market changes in each region and closely matching the market demand in each region.
5. Take off China and expand overseas markets.
The Group has been adhering to the enterprise development vision of "International Interpretation of Hong Kong Famous Brands" and is committed to bringing high-quality products and services to different corners of the world. In recent years, in addition to the Greater China market, the Group has expanded to overseas markets such as Singapore, the United States and Canada.
20 12 China jewelry yearbook
The Group has formulated appropriate promotion strategies. Through various forms of public relations, promotion activities and sponsoring large-scale beauty pageants in various places, such as sponsoring the "Miss Hong Kong Beauty Pageant" for 15 years in a row, and sponsoring the Miss Universe China Competition for two years in a row, Liufu Jewelry's popularity is increasing day by day, and its brand image is more distinct and more deeply rooted in people's hearts.
In the future, the Group will continue to expand its sales network, actively enrich its product categories and provide more diversified choices for customers who love jewelry all over the world.