Beijing Guohua Shopping Mall Co., Ltd. (hereinafter referred to as Guohua Shopping Mall) was originally a medium-sized commercial retail enterprise in Beijing. Since 1987 sold the first gold necklace, Guohua has set foot on the road to a jewelry store. Today, the company's "Guohua Jewelry" brand integrates dozens of categories such as gold, platinum, K gold, diamond inlay, jade, pearls, corals, silver ornaments and commemorative collectibles, and has become one of the most competitive jewelry franchise stores in Beijing.
Guohua Shopping Mall has been awarded "Famous Brand in China Jewelry Industry" by China Jewelry and Jade Jewelry Industry Association for six consecutive years; "Rest assured demonstration shop"; It was rated as "AAA Credit Enterprise" by China Business Federation and won the honorary title of "Capital Spiritual Civilization Unit". In 20 10, the sales revenue was 86 10/00000 yuan, which was another success. In 20 1 10, the sales revenue was 960 million yuan, which was the best performance in the company's economic development history. In recent years, "Guohua Jewelry" has developed rapidly, and the retail prices of gold and platinum have become the vane of the price trend of gold jewelry in Beijing.
1. strive for perfection and build a brand with quality.
20 12 China jewelry yearbook
Brand is the core asset of enterprise's competitiveness, and it is also the foundation of enterprise's foothold in the market. Based on this principle, we are committed to casting "Guohua Jewelry" brand. After years of unremitting efforts, "Guohua-Beijing No.1 Platinum Company" has not only gained a firm foothold in the Beijing market, but also won the recognition of the market and the trust and favor of consumers. 20 10 was awarded the title of "Beijing Famous Trademark" by Beijing Administration for Industry and Commerce. Brand casting has a long way to go. After many in-depth factory inspections on design capability and production technology, the strategic partners gradually selected, from jewelry suppliers to processing enterprises, are well-known brands in China. On this basis, we spend millions of yuan every year to carry out national professional testing on the products sold, strictly control the content of yellow platinum jewelry with almost harsh standards, and ensure the quality of each "Guohua product". In 20 12, Guohua invested 3 million yuan to establish a "jewelry information management system", and the single product management made the production, testing and sales information of each commodity traceable. One bar code, computerized management of all information, making the whole process of sales and after-sales service open and transparent, rigorous and orderly.
2. Fashion leads and innovation leads innovation.
The future consumption trend of jewelry will be more and more fashionable, personalized and customized. Based on this judgment, Guohua has increased investment in product design and jewelry customization in recent years. We independently designed and successfully launched a series of products, such as "Golden Melon Seeds with Retro Craft", "Thousand-Foot Platinum Gold Bars", "Dragon and Phoenix Yellow Platinum Bars" and "Platinum Roses", which caused a sensation among peers. Now the well-known "investment gold bar" on the market is Guohua's first work. The physical gold sold synchronously with the gold price of Shanghai Stock Exchange can be repurchased immediately, and the trinity innovative marketing model is still sought after by consumers. It not only explores a new way for the management of gold products, but also creates a pricing era in which gold prices go with the market. 20 1 1, Guohua pioneered a brand-new experience mode of setting jewelry design room and jewelry processing factory directly next to the sales counter. Let consumers communicate face-to-face with designers and participate in the design, production and processing of jewelry in person, which not only meets the personalized demand of "making only one piece", but also enjoys the fun of participating in hand-made jewelry. As a new generation of jewelry consumers, the consumption concept and aesthetic orientation of urban white-collar workers and fashionable young people will definitely determine the future market trend. Guohua's personalized customization service has been welcomed by more and more white-collar workers, and the brand "Guohua Jewelry" has once again stood at the forefront of fashion.
3. Pursuing Excellence, understanding and improving service.
Guohua people are always alert: "Satisfying customers is our eternal pursuit". This understanding urges us to keep forging ahead and pursue Excellence. The people-oriented management concept has forged a marketing team that pays equal attention to comprehensive quality and business skills. All the salespeople hold NGTC jewelry business skill certificates, with college degree or above accounting for 82%. Among them, there are many diamond graders, jewelry appraisers and jewelry designers. The service concept of customer satisfaction has brought a 360-degree all-round sales service system, which is not limited to traditional consultation, appraisal, design, maintenance, repair and jewelry replacement, but also pays more attention to the inner feelings of consumers, so that every jewelry sale is an emotional care and a ritual experience.
With the full competition and further standardization of the jewelry market, Guohua in the future will give full play to its existing competitive advantages, and strive to build a jewelry brand that meets the needs, conforms to personality, is fashionable and constantly pursues Excellence on the basis of jewelry franchise companies. "The first national color, the luxurious decoration"-"Guohua Jewelry" will try its best to present the brand-new image of China national jewelry.
20 12 China jewelry yearbook