1. Overview of enterprise development
Shenzhen Emerald Jewelry Group Co., Ltd. was established in August, 1996 with a registered capital of RMB 30 million. Is a large jewelry enterprise specializing in the design, development, production, processing, wholesale, retail and self-import and export of gold (Au), platinum (Pt) and inlaid jewelry. It is one of the first comprehensive member units and seven governing member units of Shanghai Gold Exchange, and one of the 33 enterprises in Shanghai Gold Exchange that can provide standard gold ingots. The standard gold ingots produced can be listed and traded, and the annual production capacity of standard gold ingots can reach 80 tons.
At present, the domestic marketing network has spread all over more than 90% of the prefecture-level cities and above, forming a three-dimensional marketing network combining regional sales, provincial agents, prefecture-level agents with franchise stores and self-operated stores, with strong penetration. Almost every city has jade ornaments.
The company has successively won the honorary titles of "China Famous Brand Product", "China Well-known Trademark" and "National Advanced Collective in Gold Industry", passed the management system certification of ISO900 1 and ISO 1400 1, and obtained more than 200 patents. It has successively become the first (comprehensive) member of Shanghai Gold Exchange, the designated manufacturer and promoter of World Gold Council and International Platinum Association, the manufacturer and distributor of precious metal products for the 20 10/6 Asian Games, and the designated supplier of precious metal products for the 20 10 Shanghai World Expo.
It owns many brands such as "Jade", "Hyun Dance Gold" and "Jade Workshop". The exquisite series of "Dazzling Dance Gold" developed by Jade Company, with its international fashion culture concept, French ArtDeco creative inspiration and European cutting-edge gold-making technology, has given thousands of gold jewelry a brand-new style, which has aroused enthusiastic response since its nationwide promotion, and has been affirmed by the industry and enthusiastically sought after by consumers. Through the investigation of 100 retailers in Northeast China, Central China and East China, it is found that the sales volume of each retailer is increasing year by year, with the highest increase of 62.3% and the lowest increase of 3 1.5%. There is no doubt that "Hyun Dance Gold" has become a sales star, dominating the local gold jewelry market.
20 12 China jewelry yearbook
2. Enterprise advantage strategy
Summing up years of operating experience, the company develops from the following strategic directions, so as to be in an invincible position in the industry.
2. 1 product structure
The company's products have formed a diversified product structure of "mainly yellow and platinum ornaments, supplemented by inlaid and jade ornaments". It not only ensures a diversified product structure with complete types, diverse styles and novel colors, but also greatly attracts customers' attention and greatly promotes the company's business development; Guaranteed the superior development of the company's yellow and platinum products.
2.2 Since its establishment, the Culture Company has paid special attention to the cultivation of corporate culture, and regarded corporate culture construction as the company's vital strategic goal.
Standards, constantly deepen and improve, adhere to the "people-oriented" management model, has been adhering to the "integrity management, Excellence" business philosophy, follow the "customer first, quality first" business policy.
2.3 process technology
Since 2007, the company has introduced international advanced technology and equipment, adopted a series of advanced processing technologies such as "cold rolling" and "laser seamless welding", improved the hardness of gold without changing the fineness of thousands of gold, and successfully developed the global thousand gold jewelry brand "Xuanwu Gold", which leads the origin of gold jewelry, and broke the restrictions on the production of gold jewelry because of its soft texture. In addition, the existing polishing process of mosaic factory replaces the original acid frying process, which avoids the harm of strong acid to human body and the pollution to the environment; The improvement of electroplating technology, recycling technology and welding technology has made many innovations and reforms in improving the working environment of employees, improving production efficiency and protecting the environment.
2.4 Production implementation capacity
In recent years, the company has paid special attention to the continuous improvement of information construction, process management and quality control, thus greatly improving the company's production and distribution capabilities. The company's annual production capacity of ordinary jewelry reaches 50 tons, the daily production capacity of gold bars reaches more than 200kg, and the annual production capacity of standard gold ingots provided to banks reaches more than 100 tons.
3. Analysis of the development environment of jewelry industry
Shenzhen is the largest and most influential gathering place of jewelry industry in China, and of course it is also the gathering place of well-known jewelry enterprises at home and abroad. Shenzhen is adjacent to Hong Kong, the Asian financial center and the gold trading center, and the manufacturing and trading volume of precious metals such as gold is increasing year by year. At present, Shenzhen has become a veritable "jewel capital" of China.
20 12 China jewelry yearbook
As a capital-intensive and labor-intensive enterprise, the jewelry industry has a low technical threshold, which makes the whole industry very competitive, with many factories and brands. However, there are few enterprises with certain strength and strong brand advantages. The homogenization of jewelry industry is serious, and the business model, product quality and product design are similar, which leads to fierce competition. Shenzhen jewelry enterprises are required to find new development space in product innovation, product segmentation and sales channels.
At present, the global economy is turbulent and the economic situation is not optimistic; The return of manufacturing enterprises to the mainland, the increase of labor cost and employee turnover rate in the domestic jewelry industry have all become unfavorable factors restricting the development of jewelry enterprises.
However, with the strong support of the government, the jewelry industry in Shenzhen has developed steadily. At present, Shenzhen has become the exhibition center, manufacturing and processing center and trading center of Chinese jewelry. Gold jewelry and jewelry in Shenzhen account for 70% of the national market, accounting for about 7.2% of global jewelry gold consumption. Shenzhen has become a leader in the domestic gold and jewelry industry.
4. Enterprise's plans and expectations for future development
(1) Continuously optimize the operation in terms of product structure, product culture, technology, information construction, process management and quality control;
20 12 China jewelry yearbook
(2) In terms of brand building, there is no world-famous brand in China that can compete with the developed areas of foreign jewelry industry. With the strengthening of world economic exchanges, foreign brands are constantly impacting and driving the development of China's jewelry industry, and jewelry enterprises will definitely take brand building as the top priority in the future. At present, Shenzhen jewelry industry has many famous brands in China and famous trademarks in China. It is hoped that with the efforts of enterprises themselves and the targeted support of the government and industry associations, we will focus on developing a number of brand-name products and enterprises with high technical content and great market potential, and support qualified enterprises and products to strive for internationally renowned brands.
(3) Promote the industrial transformation and upgrading of enterprises. The company has always been based on manufacturing, focusing on product quality, serving secondary and tertiary dealers, and has established a good reputation in the industry. However, we must pay attention to brand building and cultural added value promotion, and have a clearer understanding of brands and products in the hands of consumers whose products reach the market terminal. Jewelry culture, in particular, can bring deeper spiritual enjoyment and pleasure, thus increasing the added value of products, which is the target basis for realizing transformation and upgrading.
(4) If the jewelry industry wants to maintain a sustained development speed, it needs the government to increase its support for the jewelry industry and increase its financial support for industrial clusters. Coordinate the support policies of relevant government departments to form a joint force to support the development of industrial clusters. The existing financial special funds should be tilted to the public service platform of industrial clusters and leading enterprises, and special funds for industrial cluster development can be set up in areas where conditions permit, focusing on the construction of industrial cluster development environment. Strengthen the docking cooperation between industrial clusters and various financial institutions and build a new financing platform for industrial clusters. Give full play to the role of national development finance in the development of county economy, and improve support measures such as foreign investment, import and export credit and export credit insurance.
As a capital-intensive and labor-intensive industry, jewelry industry is restricted by capital, technology and talents. It is suggested that the government should increase the encouragement of technological innovation and new product research and development in technology, and strengthen the expansion and inclination of professional and technical personnel in related teaching materials such as jewelry processing and appraisal in personnel allocation, so as to provide more outstanding talents for jewelry enterprises and provide talent guarantee for the sustainable development and innovation of jewelry industry.