Kunming Qicai Yunnan (International) Jade Jewelry Co., Ltd. is an international jade organization integrating purchasing, quarrying, scientific research, design, production, sales and chain operation of jadeite wool. Its colorful Yunnan brand is promoted to the whole country with the business model of direct operation and franchise chain, and the brand is well-known at home and abroad. "Colorful Yunnan" Jade has always adhered to the exquisite processing technology, modern design concept, professional procurement mode and strong management ability to build its brand, and has always adhered to the business principle of "scientific management, quality-oriented, honest management and clear price tag" to make every effort to build and maintain the brand image of the industry benchmark. After 20 years of development, it has won high praise from all walks of life.
At present, Myanmar is the only jadeite producer with commercial value in the world, and the jadeite raw materials in Myanmar can only be purchased through the "open offer" held by the government every year. The "public market" in Myanmar affects the changes in the domestic jade market. In 20 12, due to the political situation, the "open quotation" of Myanmar jadeite wool was cancelled twice, and the quantity and import of China jadeite rough stone showed a sharp downward trend. At the same time, the sales of jade ornaments in retail terminals also showed signs of gradual decline, and the jade investment and collection market became sluggish, and the jade market turned from "hot" to "cold" sharply. The cold situation of jade market is a double-edged sword for colorful Yunnan jade, which means that challenges and opportunities coexist. Therefore, on the basis of the competitive advantages accumulated for many years, "Colorful Yunnan" jadeite constantly adjusts its marketing strategy, develops and innovates, and flexibly responds to the current jadeite market.
1. Continue to strengthen brand building.
As early as 1997, the brand "Colorful Yunnan" began to formulate and implement the jade brand strategy from the very beginning. In view of the lack of industry standards in traditional jadeite management, a scientific and standardized jadeite commercial grading system and commodity pricing system have been established, and a scientific quality management system and commodity management system have been established, which has achieved great advantages in jadeite management.
20 12 China jewelry yearbook
"Colorful Yunnan" Jade adheres to the principle of "honest management, real price", and the goods sold are clearly marked and cannot be negotiated. In jade management, we strictly follow our own jade management classification system, commodity pricing system, quality management system and commodity management system, and implement "commitment system" management. In order to protect consumers' rights and interests, all goods are equipped with jewelry appraisal certificates provided by the National Jewelry Quality Supervision and Inspection Center or Yunnan Jewelry Quality Supervision and Inspection Institute. The mall appraisal center also introduced GIA jewelry testing equipment from the United States, provided jade jewelry appraisal service free of charge, and established a perfect after-sales service system.
During the operation of "Colorful Yunnan" jade jewelry, the salesperson is no longer a traditional shopping guide, and the relationship with customers is not just a simple relationship between "buyer" and "seller". While selling jade jewelry to customers, they also spread the profound jade jewelry culture, so that customers can know more about the cultural history and artistic value of jade jewelry while owning jade. In a sense, the salespeople of "Colorful Yunnan" jade are the disseminators of jade jewelry culture, playing an active role in promoting national culture and spreading jade jewelry knowledge, and are an important part of the brand of "Colorful Yunnan".
"Colorful Yunnan" jadeite has won recognition from all walks of life for its scientific management and unique charm, and won various honors awarded by various authoritative organizations. In 2004, Yunnan Provincial Department of Commerce awarded Colorful Yunnan the title of "the first jade in Yunnan" on behalf of Yunnan Provincial Government. Qian Qichen, Tian Jiyun, Zhang, Qian Weichang and other leading comrades also visited Colorful Yunnan first and then, and spoke highly of Colorful Yunnan. Colorful Yunnan jade has successfully passed the ISO900 1:2000 standard quality system certification for seven consecutive years, and won the honorary titles of Yunnan Famous Trademark, Yunnan Famous Trademark, China Top Ten Luxury Brands, China Jewelry and Jade Jewelry Industry Demonstration Store and China Well-known Trademark.
2. Take advantage of the situation and innovate.
In order to let more people share the products and culture of colorful Yunnan jade, colorful Yunnan jade officially launched its franchise chain business in 2005, relying on the advantages of brand, resources, scale, technology and service. To this end, Colorful Yunnan has accumulated many years of successful experience and gathered the wisdom of the team to form a mature operation system including enterprise identification system, publicity and planning system, jade knowledge training materials, jewelry sales skills, shopping guide training manual, franchise store operation manual, colorful Yunnan jade brand image standard guide, etc., providing franchisees with detailed operation methods and strict management systems, and building them. Provide detailed guidance for franchisees from site selection, decoration design, training to opening, and provide follow-up guidance and support in training, management, marketing, advertising and other aspects to help franchisees quickly enter the normal business track and continuously improve their competitiveness and business performance.
20 12 China jewelry yearbook
On June 25th, 2005, Zibo flagship store, the first franchise store of Colorful Yunnan Jade, officially opened. So far, Colorful Yunnan has four flagship stores in Beijing, Kunming, Zibo, Nantong, Kunshan, Qingdao, Taiyuan, Hangzhou, Changshu, Tangshan, Jiangyin, Ningbo, Xi 'an, Yiwu, Ordos, Jinan and Shijiazhuang. Among them, Beijing Colorful Yunnan Jade has built a modern jade shopping mall with a new image of modern jewelry and jade shopping mall and a new concept of expert service, which has contributed to the standardization, prosperity and development of Beijing jade market. The "Colorful Yunnan" emerald flagship store in Vancouver, Canada means that the "Colorful Yunnan" emerald flower begins to bloom brilliantly on the world map. Colorful Yunnan Jade South Asia Boutique, which was elegantly opened in June of 20 12, successfully transformed from a tourist shopping store into a high-end boutique in Yunnan Spring City, and built a platform for people in Spring City to appreciate and exchange jade with exquisite jade treasures.
20 12 China jewelry yearbook
In the face of the market downturn, Colorful Yunnan actively expands the marketing methods of "adapting to local conditions" and "flexible and changeable", finds the most suitable marketing methods, breaks through the sales dilemma, and constantly carries out various publicity activities to further enhance brand influence and promote stable sales growth. Not only did it carry out "Rainy and Warm Winter Love Ze New Year", "Cuizuan Warm Spring", "New Year Heart Ceremony", "Women's Day with Flowers", "Thanksgiving Mother's Day", "Father's Day with Love", "Tanabata-a Perfect Jade Tells the Truth" and "Starry Sky". Colorful Yunnan jadeite constantly invites celebrities from all walks of life, such as China, Li Shuangjiang, ChristianRandPhillips, Zhao Zhongxiang, Ma Yili, Zeng, Huang, Wang Ji and Huo Siyan, to perform jade culture together, so that colorful Yunnan jadeite still maintains brand promotion and product sales in the "cold winter" market.
In addition, expert design and carving by famous teachers are the inexhaustible source of vitality of "colorful Yunnan" jade jewelry. Colorful Yunnan has established a professional team of designers. In product design, taking jade jewelry as the core, exploring the combination of jade with other jewelry and fashionable jewelry materials such as jade, diamonds and precious metals not only inherits the tradition but also reflects the modern life color, which not only retains the natural inner spirituality of jade, but also highlights the profound jade culture. This paper introduces an extraordinary "colorful Yunnan" jade jewelry. Jade carving works have won "Tiangong Award" for many times, and "Fashion Cuimeiren" series products have applied for national patents.
3. Face challenges and dare to break through.
Colorful Yunnan jadeite has not only achieved good economic benefits, but also achieved good social benefits in the past 20 years. Therefore, "Colorful Yunnan" Jade is based on its own brand and is committed to promoting the development of the brand and the national jade jewelry and jade industry. Facing the current downturn of 20 12 jade industry, Colorful Yunnan seized the opportunity, continued to adhere to the principle of "quality-oriented", expanded procurement channels according to market changes, and changed the concept of production and operation.
First, in commodity procurement, we should pay attention to training professional procurement personnel, set up a professional procurement team, change from single-line procurement to multi-line procurement, do a good job in comparative analysis of commodity procurement market, control procurement costs and ensure high-quality supply. Second, in terms of commodity production, according to the actual situation of the market, we should change the original concept of production and operation, strengthen the training of technicians, improve their technological level, innovate constantly on the basis of adhering to traditional techniques, and constantly complete the transformation and upgrading of products to ensure the Excellence of commodity production. Thirdly, in terms of product design, "Colorful Yunnan" Jade will persistently introduce and update its design concept to further improve its design level. Combining traditional jade culture with modern design concept, jade products can reflect different characteristics of the times, meet the needs of customers at different levels, and successfully launch a series of "Roman holiday" ornaments combining traditional and fashionable styles. Fourthly, in terms of brand promotion, "Colorful Yunnan" jade will continue to fully display new products and fine products through various platforms, highlighting brand culture and jade jewelry culture, so that consumers can fully understand the infinite charm of colorful Yunnan jade jewelry and continuously improve the reputation of "Colorful Yunnan" jade brand. Fifth, in terms of customer service, we will continue to maintain the original customer resources, constantly develop potential customer resources, increase the customer base of Colorful Yunnan Jade, always serve customers with high standards, and improve customers' loyalty to the "Colorful Yunnan" jade brand. Sixthly, in terms of business management, Colorful Yunnan Jade has always adhered to integrity management, served every customer with high-standard service, changed its business philosophy, constantly improved its business management level, paid attention to integrity management, pioneered and innovated, and made continuous progress, making its business management more professional and standardized.
20 12 China jewelry yearbook
Colorful Yunnan jade will adhere to the concept of scientific development and a big and strong marketing strategy, go against the trend, steadily expand its franchise chain business and broaden its brand marketing network. Promote colorful Yunnan to grow and develop in the fierce market competition, gain a firm foothold in the face of changing market demand and external crisis, and always maintain a leading position in the jade industry.