China's jewelry and jade jewelry industry has rich and diverse natural resources, profound historical accumulation, extensive cultural identity and huge demand groups. Since the reform and opening up, China's jewelry industry has developed rapidly, which has made important contributions to meeting people's growing material and cultural needs, cultivating new economic growth points and increasing employment. Under the new situation, faced with the challenges of increasing uncertainty of global economic growth, slowing domestic economic growth, rising factor costs, intensifying market competition and upgrading consumption structure, the jewelry and jade jewelry industry should firmly seize the opportunity, overcome various challenges, strengthen its own construction in terms of talents, technology, quality, brand and business model, and comprehensively enhance its industrial competitiveness and sustainable development capability.
1. At present, China's jewelry industry is facing important development opportunities.
1. The maintenance of loose monetary policy on a global scale will further strengthen the investment preservation function of jewelry and jade jewelry.
The road to the construction of China's jewelry and jade jewelry characteristic industrial base
Since the outbreak of the international financial crisis, the European and American economies have been in a continuous downturn. Especially in recent years, the problems such as the "fiscal cliff" in the United States, the European sovereign debt crisis and the long-term economic downturn in Japan are difficult to be completely solved in a short time. The central banks of major developed economies in the world will maintain a loose monetary policy for a long time. As an economy with a high degree of external dependence, China is vulnerable to inflationary pressure from external input. On the other hand, investment opportunities in the industrial sector are also facing greater risks. Therefore, the precious functions of precious metals and other rare minerals will surely attract more attention. From the central bank, commercial banks, institutional investors to individuals, it is necessary to purchase and allocate a large number of gold assets for a long time. Higher gold prices will also stimulate people's demand for substitutes, thus driving the prices of other precious metals such as platinum, palladium and silver to continue to rise. Jewelry with high precious metal content, as well as some precious stones and jade articles, can give consideration to the functions of consumption and preservation, and will also be widely welcomed by people.
2. The implementation of China's domestic demand strategy and the continuous urbanization process will drive the demand for jewelry and jade jewelry to rise.
20 1 1 Opening Ceremony of China International Jewelry Expo
At the important stage of China's economic restructuring and industrial transformation and upgrading, whether domestic demand can be effectively mobilized directly determines the future direction of China's economy. Among the bulk consumer goods, the consumption of jewelry and jade jewelry is not as easy to depreciate and eliminate as high-end clothing and electronic products, nor does it occupy a lot of space and maintenance costs like automobiles and other bulk consumer goods. Therefore, jewelry and jade jewelry is a durable consumer product with universal significance, which conforms to the people's consumption psychology under the influence of China culture and is one of the new forces to stimulate domestic demand in the future. Regardless of the income level and education level, as long as there is new disposable income, people are willing to take out a part and buy jewelry and jade jewelry that meet their personal income level and appreciation preference. Therefore, while continuing to develop expand external demand's export-oriented economy, we should vigorously develop the domestic demand market and cultivate new growth points.
In the next decade or two, the permanent population of new towns in China will exceed 300 million; The income level of the original population in the city will continue to rise, and the new population entering the jewelry demand group is still relatively large. In cities where spiritual and cultural needs are relatively materialistic, jewelry and jade jewelry will continue to play its social function and play an irreplaceable role in the establishment of different types of interpersonal relationships such as family, relatives and friends.
3. The new changes in the population structure of China will improve the consumption level of jewelry and jade jewelry in an all-round way.
The results of the fifth and sixth population census in China show that from 1987 to 199 1 year, the number of people born in China has reached a stage peak, and about 1 100 million people born in this period have now entered the marriageable age. The general situation of their family is that their parents were born around 1963, and the age of accumulating family wealth is basically in the period of market economy. Compared with the past, the family's economic situation has obviously improved, and the willingness to buy expensive jewelry for the marriage and love of the only child is generally strong, and the ability to pay is generally high. According to the report of the 18th National Congress of the Communist Party of China, the GDP and the per capita income of urban and rural residents will double from 20 10 by 2020. It can be predicted that in the next few years, with the increase of income level, the consumption level of popular jewelry in China will continue to increase.
Another demographic feature of China is the aging population. The average life expectancy of residents in big cities has greatly increased, and the income of the elderly is relatively stable, so it is very necessary to invest in old-age care. For this part of the elderly, the main demand is to fight inflation and ensure a certain liquidity of assets, so it is most suitable for investing in precious metals. With the increasing awareness of investment and financial management of the newly retired elderly, investment products such as jewelry and jade jewelry will be more popular.
Second, the idea of realizing the transformation and upgrading of jewelry and jade jewelry industry
1. In terms of development mode, realize the transformation from "labor-intensive" to "technology-intensive"
China's jewelry industry is still highly dependent on natural resources, mostly labor-intensive industries, and the scientific and technological content and added value of mainstream products lag behind the international leading level. In the future, China should encourage enterprises to invest more R&D funds, improve design ability, improve processing technology and establish a technology-intensive development model.
First, in the design ability of jewelry, jade jewelry, achieve a breakthrough and catch up. It is necessary to combine China's aesthetic culture, traditional carving technology and modern processing technology to design and produce high value-added products with China characteristics, so that a large number of China products can enter the international top jewelry and jade jewelry ranks.
The second is to further expand the artificial jewelry and jade market. Artificial jewelry and jade should be developed independently of natural jewelry and jade in brand and distribution channels. Actively publicize the advantages of high quality and low price of artificial jewelry, guide consumers to establish a scientific consumption concept, and stimulate the potential demand of low-and middle-income people for artificial jewelry.
The third is to consolidate the dominant position of industrial synthetic gemstones. We will continue to support the export of industrial synthetic gemstones and further establish pricing power in the international market.
The road to the construction of China's jewelry and jade jewelry characteristic industrial base
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2. Rely on the capital market and strive to build an internationally renowned brand.
China's leading jewelry and jade enterprises still lag behind the world's leading enterprises in terms of asset scale, raw material channels and international recognition. For the jewelry and jade jewelry industry, brand reputation and popularity itself is a core competitiveness, which requires enterprises to make great efforts to improve. Therefore, listing and financing in the international capital market is not only a necessary support to expand the scale of enterprise operation, but also a key means to improve visibility and enter the markets of various countries.
China should encourage more local jewelry enterprises to list on the Shanghai and Shenzhen stock markets and international financial centers such as Hongkong, new york and Singapore. In the preparation process of listing financing, enterprises should improve their internal management level according to the basic requirements of listed companies, reach internationally recognized standards in production management, quality inspection, risk control and consumer rights protection, fully accept the external supervision of shareholders, consumers and regulatory agencies, improve the transparency of enterprises in all aspects, and lay a solid foundation for building internationally renowned brands.
3. Intensify information construction and realize personalized customized production and sales through e-commerce platform.
Young people in China pay more and more attention to personalized design in the demand for jewelry and jade jewelry, hoping to express their personal values and personality characteristics through products with moderate prices. Individualized demand is surpassing the standards of materials and quality, and has become the dominant factor in determining the demand for jewelry and jade jewelry. In recent years, the development of information technology and intelligent manufacturing technology has provided favorable conditions for the transformation and upgrading of the business model of jewelry industry.
China's jewelry and jade jewelry enterprises should keenly grasp the individual needs of consumers, actively invest in 3D printers, intelligent laser engraving machines and other equipment, and provide online customization and rapid prototyping services through mainstream e-commerce platforms, so as to minimize the circulation cost of intermediate links and improve the added value contained in product meanings. In addition, we can also rely on online sales records to enhance corporate brand reputation, extend business varieties, expand influence, and form a virtuous circle of development.
The road to the construction of China's jewelry and jade jewelry characteristic industrial base
4. Improve the technical standards, quality inspection and consumer rights protection system to enhance the reputation of the industry.
To further enhance the overall competitiveness of China's jewelry industry, we must standardize the market order, improve product quality and emphasize the international influence of "China Standard". Industrial coordination and supervision departments and leading enterprises should devote themselves to the research and formulation of technical standards, and put forward, use and popularize China standards in the aspects of natural gem identification, purification and processing technology, product grade determination and quality inspection. Especially in China's dominant jade varieties such as agate and jadeite, clear and reliable technical standards should be put forward to enhance the international recognition of products.
China should also vigorously develop the quality inspection service of jewelry and jade jewelry, encourage universities and other relevant scientific research institutions to establish relevant institutions, and provide paid quality inspection services to consumers independently of the state regulatory authorities and manufacturers. Market supervision departments should take the initiative to crack down on enterprises operating in bad faith according to the test results provided by third-party quality inspection institutions.
5. Strengthen the training of professional talents and improve the level of modern management.
The comprehensive university, a key discipline of jewelry and jade jewelry, should become a basic research base in the field of jewelry and jade jewelry in China. While striving to reach the world-class research level, relevant departments should deepen cooperation with enterprises and realize the integration of Industry-University-Research. We should cooperate with the Arts and Crafts College (Department) to help some qualified vocational education colleges to establish a training mechanism for jewelry and jade jewelry professionals, and train corresponding applied talents for different links such as product design, material processing, marketing and value evaluation.
Jewelry departments should also work closely with business schools to provide training courses for senior managers at the industry level. In the course system, in addition to introducing professional technical knowledge and common sense of economic management, we should also emphasize basic concepts such as honest management and lean production, and urge enterprise managers to adopt innovative management methods such as e-commerce and social media marketing.
6. Actively promote industrial transfer, rationally lay out industrial chains, and reduce production and operation costs.
At present, the main consumers of jewelry and jade jewelry in China are concentrated in the big cities in the eastern coastal areas, while the raw materials are mainly distributed in some mountainous and hilly areas with relatively inconvenient transportation. If the main production and processing sites are located in first-tier cities, material storage and transportation and pollution prevention measures will face higher costs; If it is placed in the origin of raw materials, it is not conducive to the gathering of professionals because of the low degree of urban development.
Therefore, jewelry and jade jewelry enterprises should make full use of the characteristics of high product value density and easy control of logistics cost, find suitable areas with convenient transportation, moderate cost and sufficient talents outside the raw material producing areas and major market places, and establish production and processing bases that radiate across the country. If some large and medium-sized cities in the central and western regions meet the requirements of jewelry and jade jewelry production bases, they should open jewelry and jade jewelry industrial parks in a planned way, actively attract investment and attract Chinese and foreign enterprises to invest.
Three, jewelry jade jewelry industry should adhere to the development of integration with related industries.
1. Integrate with the financial industry and give full play to the financial attributes of jewelry and jade jewelry.
The financial attributes of jewelry and jade jewelry and the income characteristics of jewelry and jade jewelry consumers mean that the financial industry can become the first choice of jewelry and jade jewelry industry. Chinese jewelry enterprises should seek cooperation with financial institutions, launch innovative business models and effectively expand sales channels;
First, combine high-end financial services (such as private banks, financial consultants, etc.). ), according to the customer's financial situation and risk preference, promote precious metals, natural gems and other products with the function of maintaining and increasing value, and make appropriate allocation in the portfolio; At the same time, promote some high-end jewelry consumer goods.
Second, cooperate with institutional investors such as insurance companies and asset management companies. Institutional investors will set up special exotic jewelry investment funds, hire professionals for operation and management, and allow investors with strong risk tolerance to buy by shares. Collectibles invested by the fund should be auctioned regularly to obtain income and provide returns for investors.
Third, learn from the trading mode of bulk commodities, open the qualified provincial and municipal jewelry and jade exchanges in an orderly manner, launch forward and futures trading varieties for China's unique jewelry and jade raw materials, attract investment and speculative funds, and provide convenience for jewelry and jade jewelry manufacturers to hedge financial risks.
The First China Pearl Festival in Tang Wei
The road to the construction of China's jewelry and jade jewelry characteristic industrial base
2. Integrate with tourism and Expo, and strengthen the local characteristics of jewelry and jade.
There are dozens of cities (urban areas) with the characteristics of jewelry and jade jewelry in China. In the development strategy of jewelry and jade jewelry industry, all localities should pay attention to highlighting local characteristics in materials, design and labels, identify the unique positioning of local products, take the road of differentiated development, form core competitiveness, and avoid rushing headlong into mass action and disorderly competition.
Local governments should consider opening special business districts in international airports and major high-speed railway station, building jewelry and jade shops, and relying on high-level business travelers to increase the sales of local products. In addition, fairs with local characteristics should be held regularly, so as to play a synergistic effect with other local specialties and attract Chinese and foreign merchants to participate in exhibitions and negotiations.
In the process of selling jewelry and jade jewelry relying on tourism, we should adhere to the concept of honest management and sustainable development, not sell high-end products or counterfeit products, but introduce advanced technology to customize economical and personalized tourist souvenirs for tourists and create good city business cards.
3. Integrate with antique and art collection industries to enhance the cultural connotation of jewelry and jade jewelry.
China's jade carving and seal industry has a long history of development, which embodies profound traditional China culture. In the development of jewelry and jade jewelry industry, we should attract antique connoisseurs, calligraphers and collectors to stay in the city where the industrial base is located, actively exchange experiences, form a rich cultural atmosphere, and put forward design ideas with China characteristics. In addition, it can attract some foreign friends who are interested in China's traditional culture, help publicize the characteristics of Chinese jewelry and jade products, and expand the international influence of China products.
The first sale of precious jewelry and jade jewelry products can also be combined with rare antiques, famous paintings and other collectibles, and entrusted to well-known auction houses at home and abroad for public auction, highlighting its scarcity characteristics and fully opening up profit space.
4. Integration with fashion design, film and television entertainment, leading the fashion trend of jewelry design.
Jewelry and jade jewelry products also have the attributes of popular culture, and the most popular materials and design styles are constantly evolving. Through the fashion and entertainment industry, it is an important means to enhance the added value of jewelry by grasping the psychology of consumers seeking innovation and change.
Chinese jewelry and jade enterprises should learn from the advanced experience of Paris, Milan and other "fashion capitals", deepen cooperation with artists in various fields, and promote some distinctive products in the spotlight and on the silver screen through influential large-scale cultural and entertainment activities such as fashion exhibitions, film and television shooting, music performances and concerts, so as to lead the fashion trend of jewelry and jade jewelry in the shortest time and popularize new designs and technologies.
5. It is integrated with home creativity and horticultural cultivation to play the role of environmental decoration of jewelry and jade.
Jewelry and jade play an important decorative role in China's architectural garden culture. With the continuous improvement of housing conditions of China residents, people have more financial resources and space to buy rare jade at home. Therefore, jade producers should take the initiative to cooperate with home creative designers and flower gardening enterprises to build a comprehensive supermarket for home decorations. In addition, according to the needs of some high-end villas, we can jointly provide home improvement design schemes and provide large jade ornaments.
(The writer is the State Council Development Research Center)
The road to the construction of China's jewelry and jade jewelry characteristic industrial base