President of Guangdong Chaohongji Industrial Co., Ltd., Chairman and General Manager of Shantou Langri Jewelry Co., Ltd., Director of Langri (Europe) Co., Ltd., Vice President of China Gemstone Association, Vice Chairman of Manufacturer Professional Committee of China Gemstone Association, EMBA of Sun Yat-sen University.
Light blue glasses, fair skin, a handsome gas came at me.
. "I rarely accept media interviews. We need to subtly make jewelry and accumulate hair. " Liao Chuangbin said bluntly. Immediately, he talked about his business philosophy of "promoting oriental jewelry culture". The clear voice echoed in the room, and there was a kind of "purple gas from the east" in the exquisite classical decoration atmosphere around.
Determined to carry forward the culture of oriental ornaments
"Every little makes a mickle, and every little makes a muckle" is Liao Chuangbin's summary of the road to entrepreneurship and his suggestion for the development of China's jewelry industry. The first president in China's jewelry industry is very low-key, and he constantly expresses his feelings of cultural greatness and personal smallness. "It is a very long process for Chaohongji Jewelry to be recognized in the jewelry industry. It took us seven or eight years to verify that our entire strategy was correct. " He explained that China's special national conditions in modern times caused the fault of China's jewelry industry. With the deepening of reform and opening up, China's economy has taken off. However, in the jewelry industry, we see that most foreign brands, even those produced in mainland China, should be labeled as Hong Kong brands. At that time, the jewelry industry in China was still at the level of imitation and reproduction. "Why are internationally renowned jewelry brands attractive? In addition to fine workmanship and ingenious design, in fact, the most fundamental thing is that they have rich humanistic spirit connotation and strong national characteristics. From this perspective, China has a long history and profound culture. In the field of jewelry culture, every dynasty, from the court to the folk, can collect a large number of jewelry with national characteristics. Liao Chuangbin said with emotion: "Originally, China should be the most influential jewelry country in the world, but now this situation is inconsistent with the culture of our big country." So, 1996, Liao Chuangbin and his parents and friends established Guangdong Chaohongji Industrial Co., Ltd., and founded Chaohongji brand the following year. From the very beginning, the company put forward the mission of "promoting oriental culture and integrating the essence of world jewelry" and vigorously launched "original" jewelry.
"The concept of' promoting oriental jewelry culture' is a good starting point in terms of marketing concept and essence." Liao Chuangbin said confidently.
Original design, take the road of brand
However, Liao Chuangbin's firm confidence has not been recognized by his peers. Someone once called him a "madman".
"I put forward' oriental culture' at that time. From 1996 to 2003, no one in the industry thought I could succeed. " Countless questioning eyes turned to Liao Chuangbin, and there were only two ways before him, either to give up the brand strategy or to fight alone.
"Our company's headquarters is in Shantou. Relatively speaking, Shantou's information is relatively closed, and it is just like this that I can not smell things outside the window and do what I should do. " Liao Chuangbin firmly chose to "go his own way".
If you make a choice, you must have your own original design and come up with your own characteristics. "The technology needed for the world's most complex jewelry is not a problem for China. The most important thing is the brand, which comes from product design and product design comes from culture. "
The persistent pursuit of oriental culture has become the "primitive" driving force of Chaohongji people headed by Liao Chuangbin. Liao Chuangbin invited senior jewelry designers from Chinese mainland and Hongkong and foreign jewelry designers who have a special liking for oriental culture to form a strong design team, to deeply interpret oriental culture, so that oriental culture can endow Chaohongji with jewelry soul, keep up with international fashion trends and create unique jewelry accessories. And no matter where their products are sold, they are clearly branded as "Chaohongji", which is definitely a China brand.
Grand Prix result "Chao Hongji"
"The mission of our company, not only stays at the top, but also includes the most terminal shop assistants, who all work together to complete the corporate mission in Qi Xin. In the shopping center, our sales staff are passing on our corporate culture to consumers. " In this way, the heavy oriental culture has narrowed the distance between Chaohongji jewelry and consumers. In silence, Chaohongji jewelry is accepted by more consumers.
However, the voice of doubt is still endless. The originality of the whole Chinese jewelry industry is still very weak. Liao Chuangbin hopes not only that Chaohongji jewelry will succeed, but also that the whole Chinese jewelry industry will have more China brands and stronger originality. Therefore, when China Jewelry Design Grand Prix hoped that Chaohongji Industrial Co., Ltd. would sponsor it, Liao Chuangbin agreed. "Our concept of' promoting oriental culture' is not empty. It is through such practical actions that we promote' Oriental Culture'. "
Starting from 1999, the first China Jewelry "Chaohongji" Cup Design Grand Prix was launched. There are four sessions this year, of which the first, second and fourth sessions are sponsored by Chaohongji. But this is not what Liao Chuangbin is happy to see. "I'm worried that if this sponsorship continues, the whole industry will mistake this grand prix for my Chaohongji enterprise. I have always stressed that this is the competition of the whole industry. " So, when another company wants to sponsor the third prize, Liao Chuangbin said happily, "OK, I'll give it to you right away!" "
The holding of the Grand Prix has made Chaohongji truly known and understood by more people, and also made Chaohongji's powerful strength and potential better displayed. Of course, more importantly, it also makes the whole Chinese jewelry industry more and more original.
"Purple Gas from the East" stunning the world.
Chaohongji started its internationalization strategy in 2002. In just a few years, Chaohongji stores spread all over large and medium-sized cities in China and gradually went abroad. But what really impressed Liao Chuangbin was the show in the Basel World in 2006. The Basel world is the most important gathering place for the watch and jewelry industry. The products selected by Basel World are unparalleled. International brands present the latest fashion products to the world through display. At the same time, it is also an internationally recognized stage and a manifestation of keeping up with the trend. Basel World is not only an Oscar ceremony for the watch and jewelry industry, but also a founding source for observing the latest designs and promoting global fashion trends.
China watch and jewellery enterprises participated in Basel World 1 1 year, and never had a theme product exhibition about jewellery creativity and design before. Just after the Spring Festival in 2006, the Swiss side and China National Jewelry Management Center invited China enterprises to hold a jewelry exhibition in the Basel World. Due to the outstanding performance of Chaohongji, China Gem Association threw hydrangeas at Chaohongji.
Hydrangea, whether you pick it up or not, you can't simply pat your head. Previously, no domestic jewelry company or any brand has made a grand appearance overseas, and the preparation time is too hasty, only 40 days, and there has never been similar international exhibition experience. The design, production, personnel arrangement, venue arrangement, activity arrangement and model dance of related products are all difficult to varying degrees. As long as it is accepted, Chaohongji is the first jewelry enterprise in China to hold a large-scale exhibition overseas. Considering the accumulated works of "Chaohongji" Cup Grand Prix in several sessions, as well as the earlier oriental-themed jewelry, if you get the right to host the event and get pictures and materials, you can use this as a selling point to quickly improve brand awareness. After much consideration, Liao Chuangbin finally decided to take over the hydrangea.
When things are settled, a special group will be set up immediately to determine the theme and then divide the work. After many collision analysis, the team finally decided to take "purple gas from the East" as the theme of this exhibition.
The event arrived as scheduled, and Chaohongji people went to this strange land of Switzerland with "Purple Gas from the East to China Cultural Theme Jewelry" as promised. On April 2nd, 2006, at 2pm, with the music full of China ethnic style playing, Chaohongji's China Cultural Theme Jewelry Exhibition was full of surprises in Basel, Switzerland, completely subverting the prejudice that Chinese jewelry industry can only copy. This spring in Basel in 2006 will be deeply imprinted in the hearts of Chaohongji people, even in the hearts of China jewelers.
From doubt to admiration, Liao Chuangbin has always adhered to the corporate mission of "promoting oriental jewelry culture". "In recent years, through the market research of third-party companies, we have also verified that our approach is correct." Liao Chuangbin calmly said that at present, Chaohongji has more than 200 specialty stores in China, and its network scale, market share and corporate profits have achieved double-digit growth year after year, and its performance is among the best among domestic peers. It is estimated that by 20 10, 300 specialty stores will be opened and 2-3 luxury brands will be added, making it the most profitable enterprise in China's jewelry industry. In order to promote the original development of jewelry industry, Chaohongji Company also signed a permanent cooperation project with Tsinghua University Academy of Fine Arts: the establishment of Chaohongji Jewelry Laboratory of Tsinghua University Academy of Fine Arts, forming a Industry-University-Research integration project, and pushing the original design of jewelry industry to a new level. At the same time, establish a SAP-ERP management system comparable to the world's leading jewelry enterprises, and work closely with world-renowned consulting companies, market research companies and international industry associations. , constantly expand international horizons and improve the management level of enterprises. "We have been doing it in a down-to-earth manner and have not experienced too many setbacks. We have accumulated a lot of money. "
[Editor's Note]
Cultural competitiveness in the market
Chao Hongji, armed with 5,000 years of traditional culture, is amazing!
When many people are complacent about China becoming a "world factory", it is an indisputable fact that most domestic enterprises are always at the low end of the value-added chain economically and cannot get rid of the embarrassing situation of "being at the bottom" for the high returns of others. The success of ChaoAcer tells us that to some extent, what we lack is not technology, not brand, but understanding and carrying forward traditional culture.
In Liao Chuangbin's view, "the technology needed for the world's most sophisticated jewelry is not a problem for China. The most important thing is the brand. The brand comes from the design of styles, and the design of styles comes from culture. " When the profound traditional culture of China has a good outlet in the market, its driving force is immeasurable.
Reflection, this may be what we lost.
In the process of working for others, we lost our reading of culture; In the process of imitation, traditional characteristics are lost; In the process of internationalization, we lost our national ancestry.
Liao Chuangbin is persistent in getting these lost things back. He refused mediocrity, and integrated China's rich humanistic factors and cultural blending elements into the market demand through "China's original design", so that culture could add value to products and build cultural competitiveness. In fact, well-known international brands follow this point. China's culture is profound, charming and long-lasting. Recently, more and more international famous brands have been attracted by the profoundness of China culture, and they have been trying on China elements. For example, the dragon kiss of Cartier, a jewelry tycoon, originated from the essence of dragon culture and produced a great sensation.
China's culture is profound, and the key is to have the necessary self-confidence and how to interpret it through modern design means. Only by adhering to the original design, taking the essence of China culture as the foundation, and paying attention to the international integration of the essence of modern design, can China products truly go global.