Hetian jade industry has developed rapidly in the past two decades since it was marketized in the 1990s. The price of raw materials and products of Hetian jade has risen by hundreds or even thousands of times, and the market has expanded from northern China to the whole country and even Southeast Asia. According to incomplete statistics of insiders, the total market has reached nearly 50 billion yuan.
By 20 12, affected by the stagflation of the world economy and excessive competition in the industry, the Hetian jade market, which developed at a high speed in the past, was at a standstill, with its sales performance declining and profits decreasing. However, in the depressed market environment, Heheyu still operated steadily and basically achieved all the expected goals. This is the result of Hehe Jade's efforts to improve its core competitiveness for many years, and it is also the success of the enterprise to flexibly adjust its business strategy according to the market situation in 20 12.
1. Culture is the soul of products.
Hetian jade culture has a long history. How to excavate and select the cultural elements suitable for contemporary aesthetics and emotions in Hetian jade's history and culture, and inherit and carry them forward is a topic that Hetian jade has been exploring.
20 12 China jewelry yearbook
Heheyu "inherits the classics and creates modern classics", taking "auspiciousness, peace, wealth and beauty" as the core element of product culture, and all products are centered around this core. In order to screen and optimize the themes and patterns of Hetian jade products that have been passed down for thousands of years, so as to make them conform to the company's product culture and meet the aesthetic and emotional requirements of contemporary people, Hehe Jade established the product R&D and design department, recruited outstanding designers, and selected and optimized thousands of traditional themes and patterns by using modern product design software and combining the world-leading jewelry and art design concepts. On this basis, learn from the world jewelry fashion trends, and innovate a number of brand-new product styles that are more suitable for wearing and more in line with modern aesthetic concepts.
After years of accumulation, Hehe Jade has finally formed a product culture with distinctive corporate characteristics, which is centered on the essence of traditional culture and characterized by a product model that meets the aesthetic and emotional needs of contemporary people. Heheyu's products are unified in style and easy to identify in competing products. The product model is deeply loved by consumers and has won many international and domestic awards.
20 12 China jewelry yearbook
Injecting more cultural elements into the brand to make the brand richer in connotation and more easily recognized by consumers is an important measure that Hehe Jade has adhered to for more than ten years. Many years ago, Heheyu took the long story of "Harmony and Two Immortals" as its brand connotation and advocated a harmonious and happy life. Please ask Mr. Qi Gong to write the brand font. In the later period, with the concept of "harmony, neutrality and harmony", he advocated the values and codes of conduct of "harmony between man and nature, harmony between personnel and body and mind", which made the brand culture more grand and heavy. After defining the connotation of brand culture, Hehe Jade has invested heavily in brand promotion for many years and continuously improved brand management. It has cooperated with Peking University Zongheng Management Consulting Company, Beijing Hejun Consulting Company and Beijing Jing Rui Zongheng Marketing Consulting Co., Ltd. successively, introduced advanced brand management concepts and integrated superior resources, and finally became the leading brand of Hetian jade industry, laying the foundation for becoming the top international jade jewelry brand in the future.
20 12 China jewelry yearbook
Heheyu attaches great importance to promoting Hetian jade culture and promoting the development of Hetian jade industry. In 2002, Heheyu strongly supported the selection of "Tiangong Award". So far, this event has become the most influential jade carving event in the industry, which has played a great role in improving the technical level of jade carving and cultivating jade carving talents. In 2007, Heheyu produced a TV program "Heheyu This Life", which was broadcast on Xinjiang TV station to promote Hetian jade culture in the form of weekly broadcast. The program has achieved good ratings in Xinjiang and some provinces and cities, and was selected as an excellent program by Xinjiang TV Station. In 2008, Heheyu published the first trade publication "Hetian Jade", which systematically introduced the history, culture and industry status of Hetian Jade and achieved good social effects. In 20 12, Hehe Jade produced Shan Yu DVD and distributed it widely. The content is to introduce the mining situation of Hetian jade mountain materials in detail, so as to let consumers know more about the mining of Hetian jade raw materials.
Based on Heheyu's great contribution to promoting Hetian jade culture, Heheyu was awarded the title of "National Cultural Industry Demonstration Base" by the Ministry of Culture in 2008, which was the first enterprise in Hetian jade industry and Xinjiang to receive this honor.
2. Innovation is the life of an enterprise
Since its establishment, Hehe Jade decided to take innovation as the foundation of enterprise's survival and development. In the actual operation of enterprises, the spirit of innovation runs through every business activity of enterprises.
In the 1990s, Hetian jade market was still in the incubation period, and many merchants mixed Hetian jade into jewelry or artworks to operate, which was just a sketch in operation. Heheyu is keenly aware that Hotan jade market boom is coming, and takes the lead in opening an independent Hotan jade store in the industry. So far, it has reached the scale of more than 40 chain stores. At present, Hetian jade store has become the mainstream sales model of Hetian jade products.
2/kloc-at the beginning of the 20th century, with the rise of Hetian jade market, when many merchants earned a lot of money with Hetian jade's gold-lettered signboard instead of building their own brands, Heheyu has already begun to prepare for the severe market competition in the future, started to build Heheyu's brand, and invested a lot of money in promotion, thus winning the initiative, occupying consumers' minds and becoming the first brand in the market.
20 12 China jewelry yearbook
20 12 China jewelry yearbook
Due to the particularity of Hetian jade industry and products, there are many uncontrollable factors in the operation process, which leads to the pattern of husband-and-wife shops and family workshops, which doomed the enterprise to be unable to become bigger and stronger. After continuous exploration and practice, Hehe Jade took the lead in introducing modern enterprise system, implementing professional manager management mode, absorbing excellent management talents, and forming a strong management team, which laid a solid foundation for the subsequent development of the enterprise.
In the product field, Heheyu is the first in the industry to use design software for product research and development design, which makes product design simpler and allows excellent models to be retained. Heheyu accurately predicted the consumption trend and the supply of raw materials, put forward the product development concept of "jewelry and Hetian jade", and launched a series of gold inlaid jade products and some fashionable jade carving products, which were well received by consumers, and at the same time made the previously abandoned raw materials play a role and improved the utilization rate and value of Hetian jade raw materials.
In terms of brand building, Heheyu has many firsts: the earliest brand building, the earliest media communication, the earliest advertising in aviation media, and the earliest advertising in CCTV ... It is precisely because of these firsts that Heheyu has become the most influential brand in the industry, and it has also been selected as "Xinjiang Famous Brand Product" by the Brand Strategy Promotion Committee of Xinjiang Uygur Autonomous Region and recognized as "China Jewelry Industry Famous Brand" by the China Jewelry and Jade Industry Association.
3. Quality is the basis of management.
The demand for quality is reflected in every link of Heheyu's production and operation.
Jade carving is based on raw materials, and a stable supply of high-quality raw materials is the basis for producing high-quality products. In the increasingly scarce environment of Hetian jade resources, Heheyu adopts various strategies to ensure the supply of raw materials. First of all, Hehe Jade attaches importance to the selection and cultivation of high-quality suppliers. Among many suppliers of raw materials, we should choose suppliers with strength, credit and the same long-term development concept, establish close cooperative relations with them, help suppliers solve practical difficulties in operation, and finally closely combine with suppliers to make suppliers and enterprises grow together; Secondly, Hehe Jade has the financial strength to seize the opportunity to purchase and hoard high-quality raw materials in the unpredictable raw material market; Third, Heheyu pays attention to the study of consumption trends, and reserves raw materials in advance for some jade species that have not been sold well; Fourthly, Heheyu pioneered the "17-level" material selection standard in the industry, which changed the situation of fuzzy evaluation of Hetian jade raw material quality in the past. Through the above measures, Heheyu has more advantages in raw material supply than its competitors, and therefore it has become the only supplier of Hetian jade national standard samples.
In order to ensure the quality of production and processing, Hehe Jade has continuously introduced jade carving talents, strengthened the cultivation of jade carving personnel, and established quality acceptance standards for each production link. Through years of efforts, Hehe Jade passed the ISO9000 quality system certification in 2008, and the processing standard of gold inlaid jade of Hehe Jade has also become the industry standard.
20 12 China jewelry yearbook
Products from production to circulation, every link and jade have a strict quality control system. Every product must go through three quality inspection procedures before being sent to the counter. When selling to customers, the quality of products is also checked with customers. If customers find quality problems after purchasing, Heheyu will also provide proper solutions.
Hehe Jade believes that the product price also belongs to the category of quality control. Fair and honest trading, so that consumers can buy products with reasonable prices, is a consistent measure of Hehe Jade. Hehe Jade is a product pricing team composed of professionals. Each product is priced separately according to product cost, market competitive price and category profit rate, and the price has been reviewed three times. Under the chaotic situation of disordered product prices and prevailing discounts in the current market, the strategy of reasonable pricing and actual sales of Hehe jade shines brilliantly, winning the welcome of consumers and making contributions to purifying the market environment.
Improving service quality and being close to consumer demand are the key points of Hehe Jade Marketing. In addition to providing professional and caring services in the sales process, Hehe Jade also established a member club. At present, member clubs have become an important carrier to understand and meet customers' needs, and also a platform for communication between customers, which makes customers become attached to jade and friends with jade, and is called "the home of jade friends" by customers.
Culture and innovation have created Heheyu's strong core competitiveness, making it stand tall in the tide of the market and become a leader in Hetian jade industry. In 20 12, Hehe Jade ranked seventh in the ranking selection activity of "20 12 Most Growing Emerging Enterprises" sponsored by China Entrepreneur magazine, and became a dazzling star for the growth of China enterprises in the future!
20 12 China jewelry yearbook