The development of Chinese jewelry industry has gone through about twenty years. From selling jewelry in Hong Kong and Taiwan at first, to establishing jewelry workshops and factories in China, and then to forming three jewelry industry clusters in Guangdong Pearl River Delta, Zhejiang Yiwu and Shandong Qingdao, the process can be roughly divided into three periods: the initial period before 2000, the rapid development period from 2000 to 2008, and the wandering period from 2008 to now. Before 2000, jewelry products mainly came from jewelry manufacturers in Hongkong, Taiwan Province and other places, and there were few domestic jewelry manufacturers. From 2000 to 2008, the steady development of the world economy and the rapid development of China's economy prompted China's jewelry industry to enter a period of rapid development, and at the same time gradually formed the pattern of three major jewelry industry clusters in Guangdong, Zhejiang and Shandong. Jewelry manufacturers in this period were basically export-oriented enterprises, and nearly 70% of their sales depended on the international market, especially in developed countries such as Europe and America. The global financial crisis in 2008 was a disaster for Chinese jewelry enterprises that relied heavily on the international market. Many small and medium-sized jewelry enterprises in Zhejiang and Guangdong closed down. With the slow recovery of European and American economies, China's jewelry industry has gradually emerged from the shadow of the global economic crisis. However, the pace of global economic recovery is slow, and the world economic trend is also constantly turbulent. The growing European debt crisis has cast a shadow over the development of the world economy. The economic depression in Europe and the United States has led to a sharp drop in orders in Europe and the United States and an increase in domestic labor costs. In recent years, the jewelry industry in China has had a hard time, and many jewelry companies are struggling to support it.
20 12 China jewelry yearbook
In sharp contrast to the overall development of the jewelry industry today, Guangdong Weinihua Jewelry did not encounter the difficulties of enterprise survival in the years after the economic crisis in 2008, but continued to develop at a high speed with an annual growth rate of nearly 20% and grew into a leading enterprise in China's jewelry industry. This is a miracle of Chinese jewelry industry! So, how does Winihua Jewelry go against the trend? Is there any place for other jewelry companies to learn from the success of Weinihua Jewelry? Next, the author will analyze the development of Winnipeg jewelry in detail, in order to get a glimpse of the secret of Winnipeg's success.
Winihua Jewelry was established in June 1996, belonging to the first batch of jewelry enterprises established earlier in China. Like other jewelry enterprises, Venehua Jewelry, which has just been established, is mainly processed according to samples and drawings, and most of its products are exported to Europe, America and other countries and regions through Hong Kong. However, Winnipeg is different from other enterprises in that it registered its own brands "Vienna" and "Abela" in Hongkong at the beginning of its establishment, showing its far-sighted strategic vision and ambition. 1997, in the second year of the company's establishment, it took the initiative to set up a first-class agent in Russia, broke into the eastern European market, got rid of its absolute dependence on Hong Kong trading companies, and began to make its mark in the international jewelry market with the Vienna brand.
20 12 China jewelry yearbook
1998, Winihua Jewelry set up its own design center and hired famous foreign jewelry designers as the chief designers. At that time, under the background that the whole jewelry industry in China has been developing rapidly and vigorously with the processing mode of samples and drawings, Winihua Jewelry, which registered its own brand and set up a design center, was far ahead in the industry. Even today, China's jewelry industry still has an atmosphere of emphasizing brand and neglecting design. 1999, Weinihua Jewelry began to plan and develop the domestic market, and controlled the national 19 first-class sales outlets. The cultivation of Weinihua jewelry in the domestic market for more than ten years has laid the foundation for its efforts in the domestic market under the background of the sluggish international market, which has enabled Weinihua jewelry to continue to maintain the momentum of rapid development. At this point, Weinihua jewelry has formed the development of international and domestic markets, and its business model has also developed from a single OEM to a two-legged mode of international OEM and domestic wholesale. In 2002, Venihua Jewelry opened a wholesale flagship store in Sao Paulo, Brazil, and the Venihua brand directly entered the American market. In 2004, Vinihua Jewelry Wholesale Flagship Store entered Dubai Commercial Center. In 2003, Weinihua Jewelry expanded its production base and built a modern jewelry production base of 30,000 square meters in Chang 'an, Dongguan. In 2006, Venihua Jewelry won the title of "Top Ten Brands in China's Jewelry Industry", which marked the establishment of Venihua Jewelry's leading brand in China's jewelry industry, and also meant the success and recognition of the three-pronged business model of Venihua Jewelry's domestic wholesale, international wholesale and international OEM.
The excellent quality, fashionable design and wide brand reputation of Vinihua products have won the reputation of Benirall, P & amp； G and other well-known clothing brands at home and abroad, favored by daily chemical enterprises. In 2008, Weinihua Jewelry officially established the Jewelry Trade Department, which provides customized services for large enterprises at home and abroad in jewelry and accessories processing. The rapid development of e-commerce provides a new marketing model for the jewelry industry. On 20 10, based on the former Ministry of e-commerce, Weinihua Jewelry established Guangzhou Tuoshang Network Technology Co., Ltd., established an online shopping mall, and launched online jewelry sales business.
Today, Weinihua Jewelry has developed into six core businesses covering international processing and customization, international wholesale, domestic wholesale agent, domestic online retail, international online wholesale and large customer processing and customization. It owns four major jewelry brands: Vienna, Abela, TOPD3 and VIENNOIS ORIGINAL, a modern production base, two jewelry sales companies and a large group jewelry enterprise with annual sales of nearly 300 million yuan.
20 12 China jewelry yearbook
To sum up, the development process of Venihua jewelry is not only a process of gradual development and growth of Venihua jewelry, but also a process of upgrading Venihua jewelry industry. Winihua Jewelry can go against the trend and achieve today's outstanding achievements. From the research of its development process, it benefits from its overall strategic planning ahead of its peers and the gradual upgrading of the jewelry industry from low-end to high-end.
The leading strategy of Winihua Jewelry, specifically, is the brand strategy and business diversification strategy of winning by product design and product quality. As mentioned above, Weinihua Jewelry has always insisted on brand development strategy as the core of corporate strategy since its establishment. After more than ten years of brand accumulation and precipitation, Winnie Flower has become a golden signboard in the international and domestic jewelry industry. It is not feasible to implement brand strategy only by superficial efforts, and it needs to be implemented. Product design and product quality leadership are the two propellers to implement the brand strategy of Winihua jewelry. Weinihua Jewelry has always insisted on design as the core competitiveness of the brand, and has invested heavily in internationally renowned jewelry designers to build a leading domestic design team, and its product styles keep up with international trends; Always adhere to the product quality as the basis, establish a large modern jewelry production base, and introduce 6Sigma, lean production, SA800 and other production management concepts. The product quality is well-known in the industry, and the strategy of high quality and good price avoids the vicious consequences of pure price competition, and also accumulates capital for the development of enterprises. On the other hand, those jewelry enterprises that have been swallowed up by the economic crisis, as well as those that are in trouble in today's European debt crisis, all take brand as the core and low-price competition as the main mode of competition, and plagiarism and copying have no strategic vision.
At the same time, the business model of Weinihua Jewelry has gradually developed from single to multiple, from the initial international processing customization to six core business models: international processing customization, international wholesale, domestic wholesale agent, domestic online retail, international online wholesale and large customer processing customization. The business model of Winihua Jewelry is not only the expansion from abroad to China, from customized processing to wholesale and retail, but also the direct service to customers through trading companies, from agents to consumers.
20 12 China jewelry yearbook
The brand strategy that runs through the development of Venihua jewelry has promoted the implementation of the diversification strategy of Venihua jewelry business. With the diversification of Venihua jewelry business, Venihua jewelry industry has gradually upgraded, and the profit distribution of the industry has gradually moved from low-end to high-end. Winihua Jewelry, from the initial OEM customization, to the opening of wholesale stores in Brazil and Dubai, to the opening of wholesale stores in China, to the establishment of e-commerce companies to carry out online retail business, and then to the jewelry terminals ready to attack on a large scale to join the retail business, followed its business development track, step by step from the low end of the industry profit chain to the high end.
Create a brand with leading design and winning quality, promote business diversification with the brand, and explore the market extensively and deeply, thus promoting industrial upgrading and becoming an upstream enterprise in the profit chain. The development strategy of Winihua Jewelry has always been ahead of its peers, systematic and advanced. Therefore, Weinihua Jewelry still maintains rapid development and goes against the trend in the global economic downturn.