In March, 2002, China Insurance Association started the "Assured Demonstration Store" project. By the end of 20 12, 10, * * awarded more than 600 specialty stores of 450 enterprises as demonstration stores, which were distributed in all provinces, autonomous regions and municipalities in Chinese mainland except Tibet.

1. "Assured Demonstration Store" has achieved fruitful results after ten years of careful cultivation.

/kloc-In the past 0/0 years, with the great improvement of people's living standards and consumption power in China, China's jewelry retail industry has developed rapidly, and jewelry retail stores in various streets and lanes have mushroomed, with fierce competition, which inevitably leads to some disharmony factors and irregular management. The timely launch of the assured demonstration store project has injected a shot in the arm into China's jewelry retail industry, which not only regulates and restricts jewelry retail enterprises, but also brings promise and protection to consumers.

During the period of 10, we spared no effort to publicize the demonstration stores, conduct extensive research and listen to the voices of enterprises. Start the talent training plan to pave the way for the development and growth of the enterprise; Commend the advanced and set a positive market example. ...

1. 1 Actively carry out industry research and listen to the opinions of enterprises.

In order to open up working ideas and carry out targeted work, we have organized and implemented two surveys. The first time was in 2007, from brand building, enterprise management, personnel training and other aspects, * * * sent out 300 questionnaires, and 90% of the valid questionnaires were recovered; The second time, from 2065438 to July 2002, 500 questionnaires were distributed to well-known brands, assured demonstration stores and some deputy general units, and 85% of the valid questionnaires were recovered.

Relieved demonstration stores implement the re-certification system, that is, re-certification once every two years, which is not only conducive to timely grasping the real situation of enterprises, understanding the difficulties encountered in enterprise management, but also providing ideas and guidance for the next stage of work. By the end of June, 5438+02, * * * more than 70 demonstration stores had been re-certified. By combing the data of the re-certification registration form, it is not difficult to see that these demonstration stores have increased in business scale, sales performance, profits and taxes compared with two years ago, with an average increase of more than 15%, indicating that these enterprises have certain operational stability and development potential.

20 12 China jewelry yearbook

1.2 Manager training of assured demonstration stores promotes the quality improvement of sales staff.

In order to help the demonstration store enterprises become bigger and stronger, promote the cultivation and progress of jewelry marketing management talents, and improve the quality of jewelry retail employees in China, we have started 10 free store manager training courses in six cities including Beijing, Shanghai and Shenyang since 20 10, and hired well-known lecturers from professional training institutions in the industry, and * * * trained 10 of more than 300 enterprises.

The development of this work is an epoch-making measure since the promotion of the assured demonstration store project, which fully embodies the basic purpose and working concept of the association's "serving enterprises" and has also aroused strong repercussions among assured demonstration stores and member enterprises. The registration of each training course is very popular, which shows that enterprises agree and cooperate with our work. After each training, we also collected some ideas and suggestions. 65,438+0,000% of the students think it is necessary to organize such training, and say that the teaching content is closely related to their daily work and they can apply what they have learned. In addition, we also collected some good suggestions on curriculum arrangement and teaching methods, which will help to further improve this work in the future.

1.3 Rest assured demonstration stores summarize and commend, leading to enhance the self-discipline awareness of enterprises.

In order to commend the outstanding contributions made by the enterprises of "Assured Demonstration Store" in honest management, maintaining industry self-discipline, prospering market economy, creating an honest and trustworthy industry atmosphere, improving and enriching the quality and connotation of "Assured Demonstration Store", and summing up and exchanging the development and strategies of "Assured Demonstration Store" project, we organized a summary commendation of "Honesty, Standardization, Harmony and Prosperity" in 2008. After the meeting, the "Way to Rest assured" was compiled, and the successful experience of the award-winning enterprises was exchanged and publicized throughout the industry.

2. The position, function and existing problems of assured demonstration stores in the development of the industry.

2. 1 Status and function

(1) The launch of the assured demonstration store project has built a platform for enterprises.

On this platform, enterprises are no longer just competitors, but also good partners who help each other, learn from each other and develop together. We advocate healthy competition, promote industry self-discipline and strive to purify the market environment. The purpose is to enable enterprises to concentrate on business development and become bigger and stronger step by step, instead of wasting human, material and financial resources in price wars and false propaganda, which hinders their own development and is not conducive to the sustained and stable development of the whole industry.

(2) The assured demonstration store project has played an important role in prospering the local economy, standardizing the market and maintaining the sustained prosperity and development of China's jewelry retail industry.

The promotion and maintenance of this project has been strongly supported and actively cooperated by some provincial and municipal jewelry associations. Through this work, communication and exchanges with local trade organizations have been strengthened.

2.2 problems existing in demonstration store enterprises

Through multi-understanding, the outstanding problems reflected by the demonstration store enterprises are as follows:

(1) The enterprise management of assured demonstration stores needs to be further standardized and unified.

Through field visits and investigations, it is found that due to regional differences and different management levels, the labels and logos of individual stores need to be further standardized and unified, and self-inspection should be carried out in strict accordance with relevant national standards, and efforts should be made to standardize and unify them.

(2) Pay attention to personnel training and improve service level.

Many business owners complain that the turnover rate is getting higher and higher, and the most difficult thing for enterprises is to recruit talents, followed by retaining talents, and the cost of talent training is getting higher and higher. If you train well and lose, you feel that it is not worth the loss. Therefore, enterprise training is less and less, forming a vicious circle, which leads to the lack of core competitiveness of enterprises and is easy to be eliminated in the increasingly competitive market. It is reported that the main reasons for the high turnover rate of enterprise personnel are: ① not paying attention to the construction of enterprise culture, lacking deep foundation, centripetal force and cohesion; ② The incentive mechanism is immature and the management system is unbalanced; (3) Lack of humanistic care, trying to make employees take the company as their home without creating a corresponding atmosphere; (4) Blind introduction of talents, ignoring staff training. In order to change this situation, not only enterprises themselves need to realize the importance of improving personnel quality and strengthening personnel training, but also trade associations need to continue and further strengthen relevant training work to help enterprises retain talents and play their due role.

(3) Shop design and merchandise placement skills need to be further improved.

In recent years, the window design of jewelry stores has been paid more and more attention by enterprises, because whether the shop decoration is comfortable and beautiful and whether the goods are placed neatly will affect the customers' desire to buy, and then affect the sales performance of the store, so further guidance and gradual improvement are needed.

(4) To further strengthen the investment and publicity of jewelry culture construction.

Corporate culture is the concrete embodiment of the core competitiveness of enterprises. If an enterprise has a good cultural orientation, it can continue to expand and become a strong support for enterprises to establish and publicize their brands.

Jewelry enterprise culture not only serves the jewelry enterprise itself, but also serves the whole jewelry industry. From a big perspective, spreading excellent jewelry culture is conducive to changing the concept of jewelry consumption of the whole people, leading the consumption trend, and upgrading and maintaining the development level of the whole industry; From a small point of view, popularizing jewelry matching skills and common sense of maintenance, so that ordinary consumers can experience thoughtful and meticulous service, will bring potential benefits to enterprises and realize sustainable development.

3. Assured demonstration store management and development planning.

In this era of fierce competition, no innovation and no features will soon be eliminated, and so will our services. Therefore, how to make the signboard of the assured demonstration store really help the business operation, not just an honor, is a problem that we need to think about, which is both the focus and the difficulty of our next stage of work.

3. 1 Implement dynamic management, establish pilot projects, and gradually expand the influence scope of assured demonstration stores.

(1) Improve the database of assured demonstration stores, and sort out and verify the name of the enterprise, the name of the store and the purpose of the plaque;

(2) Strictly implement "one store, one card", improve the management measures of assured demonstration stores, and modify the supplementary evaluation conditions;

(3) Establish a system management system, design a nationwide model store distribution map and query system, and query the corresponding store name and location by inputting the plaque number, and select some enterprises with large retail outlets for pilot and gradual promotion, so as to make this work more standardized.

(4) Although the demonstration stores have spread all over Chinese mainland except Tibet, they are unevenly distributed and rarely found in some provinces and some economically developed areas. The focus of the next stage is to vigorously promote the demonstration store project in these areas and make this project blossom everywhere.

20 12 China jewelry yearbook

3.2 Establish a supervision mechanism, advocate healthy competition and implement flexible management.

(1) Dare to take responsibility, think what the enterprise thinks and be anxious about what the enterprise is anxious about.

Open a complaint hotline and publish it online. As a third-party organization, it can directly face consumers, handle complaints and solve problems fairly, and help enterprises coordinate the relations between all parties.

(2) Continue to unite and organize demonstration store enterprises to resist low-price dumping and false discounts, advocate civilized and honest management, and emphasize industry self-discipline. Only when the whole market environment is purified will it be beneficial to the development of the enterprise itself.

(3) Re-certification with buffer period and flexible management.

In some areas, due to some special reasons, it is impossible to carry out certification in time. It is suggested to set a three-month buffer period in order to fully communicate, understand the situation and solve the problem.

(4) Establish a contact system for demonstration stores.

In the daily management of assured demonstration stores, there is a prominent problem: the person in charge of the enterprise is busy with work and often travels. Either it is difficult to contact, or it will not solve the problem quickly, which often leads to poor information communication. In addition, due to the high turnover rate of enterprise personnel, the contact person who left this time may leave next time, so it is very necessary to establish an information contact system. The specific methods are as follows: ① Establish QQ group of assured demonstration stores, and each reporting enterprise will send at least one liaison to join the group, so as to inform each enterprise of the information in time and quickly; (2) set up a special mailbox and publish it online, collect and sort out the feedback from enterprises in time and report it step by step;

3.3 Further expand publicity and carry out activities.

(1) Organize successful experience exchange meetings, forums and other activities of assured demonstration stores, and compile typical cases that are well handled in the daily operation of assured demonstration stores into classic jewelry retail case analysis;

(2) Plan and hold appraisal activities for outstanding store managers and star clerks of assured demonstration stores from time to time, set up positive models, commend their outstanding deeds in the whole industry, promote the management of jewelry retail industry and improve the quality of sales staff;

(3) Planning and holding activities such as essays and speeches, taking "I grew up with the enterprise" and "What touched me most at work" as the themes, telling how to understand the culture of my own enterprise from the perspective of ordinary employees, and compiling the winning works into a book for the whole industry to exchange and learn;

(4) Integrate the existing resources, publicize the assured demonstration store on the owner's streaming media as much as possible, continue to open a column on the website of China Insurance Association to publish the new application, replacement list and introduction of assured demonstration store, collect press releases on major activities of assured demonstration store in time, and carry out auxiliary publicity.

3.4 Continue to carry out store manager training and collect good suggestions.

In view of the effect and response of the training course for store managers in the past three years, it is necessary to continue this work as a routine work for a long time. Specific suggestions are as follows:

(1) Systematize the course to make it continuous and targeted;

(2) Determine the training institutions in advance and cooperate for a long time, fully communicate with them and reach an agreement on the teaching content;

(3) Pay attention to collecting students' feedback, adopt good suggestions in time, and modify the training plan in time;

(4) The training place should be determined after full and careful selection. Main considerations: (1) Choose cities directly under the central government, provincial capitals and other areas with convenient transportation and developed economy; ② Make full use of local resources and try to save costs; ③ Choose the area where the demonstration stores are relatively concentrated, and consider regional balance and sustainable development.

It's been ten years since the demonstration shop project of China's jewelry and jade jewelry industry, and the achievements made in the past ten years are obvious to all. This is a decade of rapid development of China's jewelry industry, with hardships in pioneering and joy in harvesting. We are very happy to do something for the development of the industry. The promotion of the project "Assured Demonstration Store" has had a great impact on the industry and consumers. It not only provides consumers with an honest, elegant and professional shopping environment, but also is recognized and loved by consumers. It has played an immeasurable positive role in promoting the self-discipline and integrity of China's jewelry industry, and is an epoch-making measure in the development of jewelry retail industry. Next, we will continue to improve the management system and provide more comprehensive and accurate services, so that "assured demonstration store" is not only an honor, but also a golden signboard that enterprises compete to choose, thus making greater contributions to the development of China's jewelry retail industry.