A century, a century-old legend, a jewelry brand, a self-motivation to make Chinese jewelry go global, and a China brand dedicated to revitalizing China's national jewelry industry and building China's national jewelry brand-Wang Yue Jewelry, which was founded in 190 1 (in the 27th year of Guangxu, Qing Dynasty), has gone from a traditional handmade jewelry store to a single production mode with front shops and back factories, and then to diversification. Wang Yue Jewelry has become a comprehensive jewelry service provider integrating upstream diamond trade, diamond and jade wholesale, product design and research, high-end customization and terminal sales, and is one of the larger jewelry enterprises in China.
1. Integration of industrial resources
In order to cultivate the advantages and core competitiveness of jewelry industry, the key lies in how to master resources, how to allocate resources most reasonably, whether to optimize the industrial layout and realize industrial upgrading. Wang Yue Jewelry wants to build an industrial chain that runs through the upstream and downstream of the industry, integrate industrial resources, and win industry advantages and customer advantages for Wang Yue Jewelry. The development strategy of "independent brand, chain operation, integration of resources and comprehensive linkage" has been established, and five business segments have been formed-online sales and high-end customization of Wang Yue chain, Guitian Diamond, Shi Jia Emerald and Jiuzuan, and an integrated two-wing business pattern has been constructed-with terminal chain retail business as the main body and diamonds as the main body.
20 12 China jewelry yearbook
1. 1 Wang Yuelian
Wang Yue Jewelry regards the creation of retail terminal "experience" as an important competitiveness, which runs through the details of the sales terminal environment, implements unified identification, unified brand, unified management, unified settlement and real-time monitoring, creates a pleasant and satisfactory experience for consumers with the comprehensive charm of brand and service, and forms a good interaction with the emotional and cultural values conveyed by Wang Yue brand. From 65438 to 0996, Wang Yue Jewelry began to expand its direct chain stores in Zhejiang, becoming one of the earliest enterprises in China, and the first enterprise in Chinese mainland jewelry industry to take direct chain stores as its development model.
Wang Yue Jewelry has a clear grasp of the local market, rooted in Zhejiang and deeply cultivated the local market. In the local market, local enterprises are not only superior to foreign enterprises in manufacturing cost, but also superior to foreign enterprises in brand, culture, marketing and humanized management. As a local enterprise, Wang Yue Jewelry has a better understanding of the local market and local consumption concepts, and establishes and improves the marketing channels through resource integration. At present, the jewelry chain stores in Wang Yue, Zhejiang Province have covered 9 prefecture-level cities, and the number of direct chain stores ranks first in the province and the top three in Zhejiang Province, expanding the development pattern of brand chain stores with Zhejiang as the center and radiating the whole country.
1.2 Guitian drill
20 12 China jewelry yearbook
In 2006, Wang Yue Jewelry established Shanghai Xinguitian Diamond Co., Ltd. in the Shanghai Diamond Exchange, which is the strategic layout for Wang Yue brand to seek core competitiveness in the diamond trade and base itself on long-term development. Guitian Diamond is a large diamond trade cutter in China, the only jewelry enterprise in China that operates natural colored diamond, the first member of Shanghai Diamond Exchange, and the most direct strategic partner of LLD consortium, the largest Israeli diamond dealer with diamond mine in the world, in China. Shanghai Xinguitian Diamond Co., Ltd. is a combination of Guitian diamond and European diamond. Now, it has become one of the largest wholesale franchisees of bare diamonds in Chinese mainland, headquartered in Shanghai, with branches in Shenzhen and Hong Kong.
As early as 2000, Betty Wong became the first partner of De Beers (now DTC Diamond Promotion Center) in China. Through strategic cooperation with international diamond giants such as DTC and LLD, Betty Wong can go deep into the upstream of the diamond industry and control the right to speak of the upstream resources of the world's top diamonds. The integration of upstream resources enables Wang Yue Jewelry to continuously export high-quality and cost-effective diamonds to the market. Its abundant supply and inventory of high-color and high-grade diamonds, heterosexual diamonds and even colored diamonds have helped Wang Yue become the most effective resource integration expert in China.
1.3 Emerald of Shi Jia
Wang Yue Jewelry established an independent brand of jade, "Wang Yueshi Jiayu", and created a sales model of exclusive stores in the jade industry. In tracing and grasping the source of jadeite, Wang Yueshijia traced the source of jadeite, striving for pure raw materials, built an upstream supply system all over Europe and Asia, and reached strategic cooperation with many jadeite suppliers with upstream resources in Thailand, Myanmar, Israel and other places. Go to the mineral deposit in person, give priority to the selection of materials, and establish an independent and closed supply and distribution system to ensure the control advantage of Wang Yueshi Jia Emerald in high-quality raw materials. Shi Jia Emerald ranks in the forefront of domestic counterparts in terms of raw stone reserve, upstream supply channel construction, design and manufacturing technology, etc. Wang Yue Jewelry has now become one of the most competitive jade trading and retail companies in China.
1.4 Nine-diamond net pin
In 2005, Wang Yue Jewelry entered the Internet business. As a major investor, it invested in Jiuzuan, the first Internet diamond sales company in China, and innovatively introduced the operation mode of CEO senior management team; 20 1 1, 100% hold nine diamonds, and enter the diamond internet marketing business strongly. Wang Yue Jewellery Operation and Management's Nine Diamond Jewellery will realize the benign interaction between online and offline on the basis of a mature e-commerce platform. Through the advantages of Wang Yue brand in the upstream and downstream resources of the industry, it provides stronger offline support for the network platform, and through the combination of experience stores, online shopping platforms and service platforms, it gives consumers a better service experience, more reliable after-sales service and brand protection.
20 12 China jewelry yearbook
1.5 high-end customization
As one of the few high-end jewelry customization service providers in China, Wang Yue Jewelry has two high-end jewelry customization exchange clubs: Beijing Wang Yue Club and Hangzhou Wang Yue Club. With the largest diamond ring collection in Asia, top-class jewelry design, international vision and communication channels, it provides high-end customers with private space for jewelry tasting and exchange with a cultural space design and spiritual atmosphere, establishes a high-end jewelry consumption and collection platform, integrates advantages and capabilities with its own resources, and allows customers to enjoy supply and collection.
At present, Wang Yue Jewelry has basically formed a brand chain development pattern with Shenzhen as the distribution center, Beijing as the industry information window and Shanghai as the diamond trading center, which will stabilize Zhejiang and expand the whole country.
2. Industrial innovation
As a jeweler with a tradition of 100 years, Wang Yue Jewelry attaches great importance to independent innovation, which makes the enterprise full of great imagination and makes great contributions to the development of the industry and Chinese jewelry culture.
2. 1 product innovation
The company has made a variety of innovations in jewelry technology, such as jade, golden carving crafts and so on. Mr. Chen Yanfu, a master of arts and crafts, interprets Pagoda of Six Harmonies, Jian, Dayu statue, boat, and other jade articles and petrochemicals, which not only integrates China traditional culture with modern technology, but also raises its spiritual connotation to a new height. At the same time, develop a series of jade works, such as "Ping An Kou" series, "Auspicious" series, "Mother's Day" series and other jade products. In the research and development of diamond ornaments, we developed the best-selling products such as "Ai Jia" and "World Classic", and launched a brand-new concept product "Sweetheart Gold" series in the autumn of 20 12 to cater to the girlish feelings of female consumers.
2.2 Model innovation
Wang Yue Jewelry takes the traditional culture of "aristocratic family" of jewelry in the south of the Yangtze River as a breakthrough, opens the chain road, breaks through the limitation that jewelry brands cannot break through regional development, and quickly becomes the first local brand. As one of the founders of China's jewelry chain industry model, Wang Yue Jewelry undoubtedly made this model enter the jewelry industry ahead of schedule, and led peers to follow up, making great contributions to China's jewelry industry.
2.3 Service innovation
Wang Yue Jewelry took the lead in realizing the importance of good faith service in the industry, determined the eternal theme of customer service first, and raised the service standard within the industry, and launched the first jewelry service manual written by enterprises in China, which pioneered the concept of "jewelry preservation for life" in China. Put forward a brand-new 5S service system for jewelry, covering all aspects of jewelry R&D and consumption: system (system service), safe (security service), specialist (expert service), special service (personalized service) and value-added (value-added after-sales service).
2.4 Marketing innovation
Wang Yue Jewelry not only brought the concept of festivals into the jewelry industry as a marketing tool, but also effectively combined the dissemination and marketing of jewelry culture, and constantly launched theme promotion activities such as Jade Culture Festival and Diamond Culture Festival to spread jewelry culture and promote the spread of the whole industry culture.
3. Talent development
20 12 China jewelry yearbook
Due to the particularity of the industry, the construction of human resources in Chinese jewelry enterprises started late and lacked talents. Wang Yue Jewelry regards talent training and human resources construction as one of the most important system construction projects of the company. Establish a human resource system integrating performance appraisal, salary appraisal, talent training and promotion evaluation; Put forward a brand-new concept of "human capital" for talent training. Resources are non-renewable "materials", which will be utilized and exhausted, while capital is a renewable material, which can continuously release energy. Hire professional consulting and training institutions as long-term partners to train talents internally. And cooperate with national professional institutions to set up practice bases to train reserve talents; Introduce professional managers to make up for the lack of management of industry particularity.
In the next few years, Wang Yue Jewelry will build a two-wing business structure with retail as the core and complete the listing of the company; Layout the national market, comprehensively improve profitability, and become the most powerful integrated jewelry service provider; Go international, build a Chinese jewelry brand, and choose the opportunity to enter other retail industries.