Lao Fengxiang brand includes all national brands and many international brand honors. Not only won the titles of "China Famous Trademark", "China Famous Trademark", "China Commercial Brand", "China Commercial Service Brand" and "Top 100 Chinese Time-honored Brands", but also was rated as "Top 500 Most Valuable Brands in China" and "Top 500 Asian Brands" by international brand authorities, ranking among the top jewelry enterprises in China. Lao Fengxiang was the only jewelry company in Chinese mainland that was selected as "Global Jewelry 100". In 2009, Lao Fengxiang's fine gold and silver crafts were listed in the national intangible cultural heritage list; 20 10 Lao Fengxiang was awarded the title of "the first brand of gold jewelry in China" by China Gold Association; 20 1 1, Lao Fengxiang was selected as one of the top 500 Chinese enterprises for the first time.
Lao Fengxiang adheres to the brand development strategy and brand marketing strategy for a long time, takes the brand as the guide, expands the national market, and improves the marketing network layout. The leap-forward development strategy of enterprises has achieved remarkable results. The total national sales volume rose from 765.438+0 million yuan in 2006.5438 to 20.5 billion yuan in 2006.5438+0, and the brand value reached 7.565 billion yuan. Lao Fengxiang has more than 700 chain stores and nearly 2,000 sales outlets nationwide, with a market coverage rate of 98%, and is in a leading position in the industry. On this basis, Lao Fengxiang accelerated the pace of overseas expansion. 20 12 will open the first foreign Laofengxiang franchise store in Sydney, Australia, and begin to expand to Hong Kong, Macao and Europe and the United States. In marketing strategy, we should adhere to the idea of "innovation drives transformation and development", carry out high-end products, open up new marketing channels such as VIP, and try a new model without store marketing. In product development, we began to extend to high-end fashion products and connect with the international community.
Lao Fengxiang took the lead in forming an extension from the old four categories of jewelry "gold, platinum, diamond and silver" to the new four categories of jewelry product structure "white jade, emerald, pearl and colored gems". From "eight immortals crossing the sea" (eight categories of products) to "perfection" (ten categories of products such as ivory, tourist souvenirs and handicrafts). Today, Lao Fengxiang's design team has gathered the largest number of national and municipal jewelry masters in the industry, and has also formed a team of 100 designers with an echelon of old, middle-aged and young designers. Lao Fengxiang has a complete industrial chain, including jewelry research institute, master creative studio, jewelry branch and diamond processing center; There are professional branches and gift processing plants for ivory, jade and jadeite, as well as enterprise marketing companies, as well as auction houses, pawn shops and other service industries.
Lao Fengxiang's innovative service projects and service methods are well-known in the hearts of consumers and lead the industry.
A century-old shop, top 100 enterprises and sales of 20 billion yuan-Lao Fengxiang became the "300" benchmark enterprise in China national jewelry industry.