20 12 China jewelry yearbook
Fujian Li Jinde Group Co., Ltd. was established in August, 1992, and its headquarters is located in Fuzhou Jinshan Orange Garden Island Industrial Zone. Is a comprehensive group company integrating science, industry and trade, mainly producing and operating all kinds of gold jewelry, jewelry molds, fashion accessories, home accessories, craft gifts and other products. Sales network all over the country, products are exported to the United States, Japan, Canada and other more than 30 countries and regions. The company has more than 370 employees. Its subsidiaries include Fuzhou Li Jinde Jewelry Co., Ltd., Fuzhou Li Jinde Arts and Crafts Co., Ltd., Fuzhou Li Jinde Jewelry Mould Co., Ltd. and Fuzhou Li Jinde Jewelry Gold Store Co., Ltd.. Li Jinde Group is a leading enterprise in the jewelry industry. The trademark "Li Jinde" was recognized as "China Famous Trademark" by the State Administration for Industry and Commerce on 1999. In 2005, Li Jinde brand fashion jewelry was rated as "China famous brand product", ranking first in the industry. In the same year, the Ministry of Commerce also awarded Li Jinde the honorary title of "China Export Famous Brand". In 2009, with the approval of the National Standards Committee, Li Jinde Group became the undertaker of the "National Jewelry Standardization Technical Committee Jewelry Precision Processing Device Sub-technical Committee" and "National Jewelry Standardization Technical Committee Imitation Sub-technical Committee", further enhancing the company's right to speak in the industry.
Li Jinde Group is the first private enterprise in Fuzhou to establish the Communist Youth League. The Group Party Organization was rated as "Advanced Grass-roots Party Organization in Fujian Province" by the Fujian Provincial Party Committee, and the Group Trade Union was rated as "Home of National Model Workers" by the All-China Federation of Trade Unions. The Youth League was awarded the titles of "May 4th Red Flag Youth League Committee" and "National Youth Civilization" by the Central Committee of the Communist Youth League. Li Jinde advocates "don't call migrant workers wage earners or working girls" in China, but treat employees as relatives. The group has a staff canteen, a broadcasting room, a library, a cram school for senior high school culture and various skills and management training courses. It has also set up a hotline for "intimate elder sister" and created a "intimate elder sister heart-to-heart room" and a "caring nursery" to care about the growth of employees at every step. Over the past 20 years, Li Jinde has developed into a model for the work of leading party groups in private enterprises in Fuzhou. Hundreds of employees have realized the dreams of universities, technicians and folk craftsmen in Li Jinde and become useful talents for social development.
1. Enterprise advantages
Brand advantage of 1. 1
Li Jinde is the founder of China Mould and the promoter of mould industry. After one year and nine months' experiment, Li Jinde Group successfully developed the first single piece jewelry plaster mold in China, which changed the traditional process of making gold jewelry by hand in China for thousands of years. Since then, Li Jinde Company has made a blockbuster, and its mold products have spread all over the streets of China. Even in the remote areas of Tibet, many countries and regions in Eastern Europe and Asia have Li Jinde jewelry mold dealerships.
"Li Jinde" brand is a well-known trademark in China, a famous brand in China and an export brand in China, and it is also one of the top ten influential brands in the national jewelry industry. Through the company's development for more than ten years, "Li Jinde" brand has a great influence in the field of jewelry molds and jewelry, and "Li Jinde" brand is deeply rooted in people's hearts.
20 12 China jewelry yearbook
1.2 channel advantages
Li Jinde has a relatively systematic and mature marketing channel in China, forming a model of radiating domestic and foreign markets, with a sales network dotted with tens of thousands of Li Jinde jewelry mould outlets all over the country.
2. Enterprise innovation
2. 1 Give full play to the advantages of provincial technology centers and enhance the innovation ability of enterprises.
Adhere to the road of "production-learning-research", relying on the provincial enterprise technology center and two national technical committees under the company, strengthen cooperation with universities, scientific research institutions, testing institutions, industry associations and other organizations, enhance the company's R&D and innovation capabilities, and ensure the implementation of the company's brand strategy. Adhere to the R&D strategy of production generation, development generation and reserve generation, improve product grade and added value, and enhance the ability to guide market trends.
2.2 build a high-quality R&D team to enhance product innovation ability.
Li Jinde Group has a professional design team and an international design concept. In particular, the company has introduced a senior design director from Australia who has been working for more than 20 years to lead the R&D team, so as to ensure that the product style design and conceptual design are in sync with the world fashion trends and make the product design meet the urban consumption demand. At the same time, the company has patented technology for casting handicrafts and gifts, which can combine gold, silver and jewelry to produce buddhist supplies, art collections and craft gifts, with great development potential.
3. Enterprise development achievements
3. 1 Invention of Li Jinde Jewelry Gypsum Mould
At the end of 1980s, with no technical data and ready-made equipment at that time, after one year and nine months of repeated experiments, according to the technical principle of gypsum investment casting, the company finally successfully developed the first integrated jewelry mold in China. Its invention filled a gap in China's high-tech field, triggered a technological revolution in China's jewelry processing industry, greatly promoted the development of China's jewelry industry from traditional handicraft processing to precision casting, and ended thousands of years of manual production history of inefficient gold miners and rough finished products.
3.2 the formulation of industry standards
20 12 China jewelry yearbook
According to the requirements of the document number. The General Office of the Ministry of Industry and Information Technology [20 1 1] 165 "Industry Standard for Electroformed Ornaments", "Technical Specification for Casting Safety of Alloy Ornaments", "Gypsum Mould for Jewelry Precision Processing" and "Technical Specification for Baking Safety of Gypsum Mould for Jewelry Precision Processing" were listed in the Ministry of Industry and Information Technology. This standard was written by Fujian Li Jinde Group Co., Ltd. ..
4. Enterprise future development planning
With the continuous development of China's economy and the improvement of living standards, people's demand for gold jewelry is increasing, and China will become a big consumer of gold jewelry in the world in the future. The construction of the west coast of the Taiwan Strait has brought opportunities for Fujian's gold and jewelry industry. With the help of the tourism cultural characteristics on the west side of the Taiwan Strait, it is conducive to promoting the further development of the industry. To this end, Li Jinde will focus on the development of gold jewelry franchise chain project in the future.
4. 1 Develop specialized and large-scale gold and jewelry fair-price shopping malls, and take the business model of combining self-operated specialty stores with joining cooperation in big towns.
Kindley put forward the goal of "basing on Fuzhou, radiating Fujian and facing the whole country". Taking advantage of the high price of high-end department store brand gold jewelry, and the scattered self-operated jewelry stores have not yet shaped the brand influence, Li Jinde adopts the strategy of "civilian price and starry sky", and plans to open a jewelry exhibition mall in Fuzhou first, and open a "Li Jinde" gold jewelry store in county-level cities and some towns and villages to lay the foundation for the later development of franchise stores. Establish "Li Jinde" to join the distribution center, and gradually absorb the original gold shops and county, city and town shops into "Li Jinde" stores on the basis of the original customers in Li Jinde jewelry and mold outlets. While developing franchise chain, Li Jinde Gold and Jewelry Online Shopping Center will be established.
4.2 Strengthen the development of overseas markets.
At present, the company's products have been exported to more than 30 countries and regions such as the United States, Japan and Canada. With the continuous development of enterprises, it is urgent to establish and improve the overseas sales and service system, improve customer satisfaction and establish corporate image on the basis of the original American companies and Hong Kong companies.
4.3 Expand publicity and improve the visibility of enterprises and brands.
Constantly cooperate with professional media and magazines, increase advertising efforts, and actively participate in Canton Fair, Hong Kong Exhibition, Italian Jewelry Exhibition, Las Vegas Jewelry Exhibition, Thailand Exhibition and Russia Exhibition with regional and international influence.
4.4 Adhere to quality first to ensure the harmonious development of environment and society.
The first step for enterprises to implement brand strategy is to improve quality, which is the lifeline of enterprise brand development. At the same time, environmental protection and employee health are the long-term guarantee for enterprise development. The company ensures the harmonious development of products, environment and personnel by improving ISO900 1 quality management system, ISO 1400 1 environmental management system and OHSAS 1800 1 occupational health and safety system.