About the author: Lv Minrong, member of the first and second sessions of insurance institute of china Artificial Products Professional Committee, vice chairman of the third session, general manager of Fuzhou Li Jinde Jewelry Company, and economist.
After more than ten years' efforts, Li Jinde Jewelry Company has developed from a small handmade family workshop with only dozens of employees to a modern private group enterprise integrating science, industry and trade. Mainly produces and operates jewelry molds, synthetic gems, craft ornaments, fashion accessories and other popular accessories. Li Jinde products won the title of "China famous brand products", and Li Jinde trademark became "China well-known trademark".
As the leader of the domestic jewelry industry, Li Jinde people established the long-term goal of brand development as early as the initial stage of their business: "based in Fuzhou, facing the whole country and going to the world". For more than ten years, it has embarked on a unique brand implementation road. This is to keep the pulse of the quasi-mass market at all times, analyze the market according to the law of "foreign countries drive the domestic market, cities drive the urban and rural areas, and brands guide consumers", and unswervingly seize the opportunity with innovation and brand to realize the dream of big brands and big "supermarkets".
First, strong brand awareness.
1. Strong sense of brand creation
Li Jinde people deeply realize that the market competition under the condition of market economy is, in the final analysis, the competition between varieties and quality, which is often achieved through brand competition. If a modern enterprise does not have high-quality products or well-known brands that lead the trend of the industry, it is often difficult to open up markets, develop and grow, and even lose its ability to resist risks. The core issue of brand building is quality and service. So in the early days of our efforts, we established a far-sighted brand creation consciousness.
At the beginning of 1989, after 1 year and 9 months of experiments, Mr. Lin Yonglin invented the jewelry gypsum mold. Later, I went to Fuzhou, Fujian to start a business. 1April, 1992, the product was put into production in Fuzhou, when the funds were quite difficult. At that time, it invested RMB 3 million to jointly develop special equipment for jewelry molds with Beijing Tsinghua University and Shanghai Mechanical Engineering Complete Equipment Company, and jointly develop jewelry mold raw materials to meet the needs of China market with world-leading raw material suppliers such as Germany and the United States. And from all over the world to buy a large number of advanced instruments, meters and other equipment. Through many efforts, we finally overcame many difficulties and successfully put into mass production, producing high-level jewelry gypsum mold products, fully ensuring the high quality and strong market competitiveness of Li Jinde products, and taking a crucial first step in winning users and markets and shaping brand image.
At the "China Torch Program Achievements and High-tech Products Expo" held in Egypt in 1992, the first integral jewelry gypsum mold developed by Li Jinde people in China won the "Pyramid" award. In the same year, Li Jinde Jewelry Mould Co., Ltd. was also incorporated in Fuzhou. 1994, Fuzhou Li Jinde jewelry co., ltd was established as a supporting enterprise. Then, Fuzhou Li Jinde Arts and Crafts Company was established in1995; 1998, Fujian Li Jinde group co., ltd was established by ten closely related companies at home and abroad. As a result, Li Jinde began to change from the traditional manual processing mode to the modern precision "casting" processing mode, and from the traditional management mode to the scientific modern management mode.
2. Brand awareness in place
Li Jinde is one of the earliest enterprises in Fujian Province to register well-known trademarks at home and abroad. 1992, before the official opening of Li Jinde company, its products registered the "Li Jinde" trademark. Subsequently, it successively registered defensively in more than 40 different product and service trademarks. It has spent hundreds of thousands of yuan in the United States, Japan, Spain, South Korea, Canada, Australia, Russia, Southeast Asia and other dozens of countries and regions, and the trademark "Li Jinde" has entered the threshold of the international market. Its purpose is to prevent and eliminate counterfeiting and cybersquatting by others, thus protecting the intellectual property rights of Li Jinde brand.
Li Jinde's "Famous Trademarks" and "China's Famous Trademarks" are priceless. On June 5438+ 10, 2002, with the help of government departments, Li Jinde Company lost no time in signing a credit agreement with CITIC Industrial Bank Fuzhou Branch with intangible assets such as "China Famous Trademark", "AAA Credit Unit of China Agricultural Bank" and "Honorary Title of Provincial Taxpayer" as collateral and Li Jinde Integrity as pledge. This is the first enterprise in Fujian province to obtain loans with intangible assets and integrity as collateral. At present, it is the first and only enterprise in Fujian Province that has caused a sensation in the business world.
Second, technology creates brands.
Li Jinde's leading position in brand and product quality is the result of its long-term adherence to the guiding ideology of "market-oriented", "aiming at the international advanced level" and "seeking development through innovation", and its continuous development of new products and adoption of new equipment, new technologies, new processes and new materials. To this end, a lot of practical and effective work has been done in "people-oriented" and "science and technology to create brands"
1. Attach importance to the development of human resources
Li Jinde attaches great importance to human resources and has a flexible employment mechanism. We have trained and introduced more than 65,438+000 senior technical talents in this industry, and hired many China arts and crafts masters and super-famous artists as consultants. Li Jinde attaches great importance to product renewal and technology renewal, and has set up a scientific research and development center, with more than 200 professional designers, with an annual design capacity of over10,000 styles. Kindley attaches importance to engineering and technical talents, implements the intellectual policy and exerts their potential. Now Li Jinde has a professional product development and technology development team, as well as an experienced practical talent team. Every year, Li Jinde arranges professional designers to send delegations to large-scale trade fairs in the United States, Italy, Thailand, Hong Kong and other places to study and inspect the international market and accumulate experience, so that the products developed and designed can keep up with the international trend and reach the international level. Up to now, hundreds of thousands of styles have been developed, with an average of more than 1000 new styles coming out every month. Therefore, it has led the fashion trend of consumption in various places and made many technologies walk in the forefront of their peers.
2. Pay attention to investment in science and technology.
Li Jinde has set up a special fund for technological transformation and a specialized group for technological transformation. Just to improve the level of production technology, it invested more than10 million yuan. As mentioned above, even in the early days of its establishment, the company did not pursue short-term profits when production and sales were booming, and still invested millions of dollars to increase technological transformation. Li Jinde's investment in R&D accounts for more than 7% of sales revenue, which is higher than that of the national counterparts.
3. Pay attention to the effect of independent innovation
Li Jinde trial-produced the first integral gypsum mold in China, which filled a gap in the field of science and technology in China. As a semi-finished product of jewelry accessories-Synthetic and artificial gem, Li Jinde is also unique, constantly innovating in style, cutting and materials, leading the industry fashion. In recent years, while successfully developing metal centrifugal technology, Li Jinde has successively equipped more than 500 advanced equipments and successfully developed a high-tech electroplating production line, which has the capacity of producing 300,000 pieces of popular ornaments every day. In the past 10 years, Li Jinde has successfully invented and applied for approval of more than ten patented products.
Third, management creates famous brands.
Brand and brand-name products are the organic combination of enterprise quality and benefit, market share and social reputation, which runs through the whole process of market, scientific and technological progress, production and business activities and social services. Li Jinde people put forward that "the second place in the country is Li Jinde's failure" and "the first place in the country, striving for a world famous brand"; Requirements for products: "Sincerity and faithfulness, perfection and beauty, pursuit of perfection and creation of eternity", making Li Jinde's enterprises refined, stronger and bigger is the strategic goal of Li Jinde people's survival and development. In order to achieve this goal, Li Jinde people "people-oriented, honest as God" and "governing enterprises by virtue" explored and summarized a set of ideas and methods with virtue as the core. Top-down, bottom-up, constantly enhance employees' brand awareness, and turn creating brand-name enterprises and products into the conscious actions of all employees, so that employees can truly realize that brands are the "capital" for the survival and development of enterprises. Therefore, Li Jinde people pay attention to quality, marketing and image planning.
1. Quality achievement brand.
Li Jinde is in a leading position in brand and quality, which is the result of long-term adherence to "quality wins famous brand" and "innovation strives for development", and the result of comprehensively improving the quality management level through "standardized operation, systematic process and standardized system". The company invested heavily in Taiwan Province Huayu arc advisory group to provide special counseling, regularly organized quality management personnel to participate in the training organized by Tian Jian Management Consulting Company, set up a training institution for management personnel, and invited university professors and senior lecturers from the consulting company to the company for special counseling. Attach importance to product technology development and act in accordance with the quality law. In order to make the management more scientific, we introduced and adopted the ISO9000 quality management and quality assurance system with international norms, held many training courses on ISO9000 quality management and quality assurance system, and formulated more than 200 quality system documents such as production control measures and process inspection management measures. On the basis of ISO9000, Li Jinde will further introduce ISO 14000 and OSAS 18000 management systems to comprehensively improve the quality management level and connect with international standards.
Facts tell us that if an enterprise wants to create a famous brand, product quality is the last word. Never be soft-hearted in the face of product quality, and never let a product fail and ruin the reputation of "Li Jinde".
2. Re-marketing to win the market
Li Jinde attaches great importance to and pays close attention to marketing strategies, and strictly implements relevant national laws and regulations, such as the Consumer Protection Law and the Contract Law, as the basic basis for drafting company regulations. In brand style renewal, through the information network composed of branches and sales networks, market information is collected timely and accurately, and new jewelry products with strong pertinence are developed, thus avoiding the blindness in product development. So far, Li Jinde has developed hundreds of thousands of styles of products, and the brands are well received by people in the same industry. Best-selling all over the country, exported to Europe, America, Australia, Southeast Asia and other dozens of countries and regions.
By strengthening the construction of marketing team and expanding marketing network, the marketing goal of "based in Fuzhou, facing the whole country and going to the world" is put forward. In order to expand the new market of products, Lin Yonglin, the chairman of Jindeli, personally led the sales staff, took the products to all parts of the country, traveled tens of thousands of kilometers, established a marketing network, opened the market, and the products were recognized by users.
For a long time, Li Jinde people have paid attention to quality and maintained their reputation in the industry. In 2002, the company was rated as "National Advanced Enterprise with Quality and Credit"; In 2004, the company was awarded the title of "National Contract-abiding and Credit-abiding Enterprise" by the State Administration for Industry and Commerce. Li Jinde products are also one of the top ten best-selling products in the national gift industry.
3. Introduce competitive intelligence to improve knowledge and confidence.
On the basis of creating famous brands and emphasizing marketing, Li Jinde people introduced CI (Corporate Image Design) in time to improve brand awareness and credibility. While doing a good job in corporate image album, "Li Jinde people" and advertising, they actively use the Internet to introduce famous brand products from Li Jinde and Li Jinde to customers all over the world. We also seize the opportunity to actively recruit and cultivate future talents and enhance the core competitiveness of enterprises.
Li Jinde trademark was recognized as "China Famous Trademark" by the State Administration for Industry and Commerce in 1999, and Li Jinde brand was awarded as "China Famous Jewelry Brand" in 200 1 year. In 2005, Li Jinde brand fashion accessories were strictly appraised by experts and won the title of "China Famous Brand Product", the first in the same industry in China. In recent years, Li Jinde has been awarded the titles of "Civilized Unit in Fujian Province" and "Big Taxpayer in Fujian Province" for many times. Mr. Lin Yonglin, the chairman of the group, is the founder of Chinese jewelry molds. He is currently the deputy of the 10th Fujian Provincial People's Congress, the vice president of Fujian Federation of Industry and Commerce, and the vice president of China Jewelry and Jade Jewelry Industry Association. In 2005, it was rated as 100 managed by China.
Fourth, protect rights and protect famous brands.
"It is difficult to create a famous brand, and it is even more difficult to protect it." In the fierce market competition, it takes hard work to create brand-name products recognized by consumers. Even after becoming famous, we still need to cherish, love and protect this hard-won brand with ten times efforts. Therefore, Li Jinde people should not only standardize the use and management of enterprise trademarks, but also actively use legal means to crack down on counterfeit products and trademarks.
Five, take the road of brand "supermarket"
1. Future market potential
From the perspective of market and prospect, the leading product in Li Jinde is sunrise industry. At present, the per capita consumption level in Chinese mainland is very low, which is only a fraction of that in Hong Kong, Macao and Taiwan. With the development of economy and the improvement of people's living standards, people's pursuit of beauty is increasing day by day. All kinds of jewelry and handicrafts will continue to be essential consumer goods for modern people, with great market development potential and very broad prospects. According to the forecast of market development trend, by 2008, the retail sales of jewelry in China will reach more than 30 billion yuan, while the total annual output value of domestic jewelry enterprises is only 654.38+0 billion yuan, and the market will exceed100 billion yuan in the next 654.38+00 years, which shows that the market potential is huge.
2. Future pillar industries
With the further promotion of reform and opening up and the gradual formation of world integration, China, which has a large number of cheap labor, will also become an international producer of ornaments and handicrafts. In terms of brand strategy, Li Jinde is the main brand, and Yindeli, Li Jinfu, Jinte and Meinian are the sub-brands. Creating and exporting famous brand products is an important part of Li Jinde's strategy of encouraging private enterprises to "go global" and implementing famous brands. It not only greatly promotes the quality of products and the overall quality of Li Jinde, but also produces products that are like a "personality" and must not be sloppy.
3. Future strength foundation and potential
Li Jinde's strength is based on the advantages of marketing network, corporate image, scientific and technological innovation and brand quality. In the future, on the basis of existing strength, Li Jinde will continue to increase investment in science and technology, strengthen the construction of export brands and well-known brands, and lead the local consumption fashion in building a harmonious well-off society. Relying on the strong R&D strength, Li Jinde people will continue to strengthen brand building and brand promotion, maintain brand image and "first-class" marketing services, and strive to realize the leap-forward development of Li Jinde.
Facing the challenges and opportunities in the future, Li Jinde people will continue to lead the jewelry industry, build jewelry brands and supermarkets, and constantly create world famous brands and series! Walk into and stand in the forest of big brands and big "supermarkets"-build a century-old brand and build a century-old foundation.