20 12 The bad international economic situation has also dragged down the economic growth of China. When China's economy as a whole enters the stage of low-speed growth, Chinese jewelry enterprises will face a serious phenomenon of weak development. As some local jewelry enterprises, we should pay more attention to this problem, otherwise the sustained economic downturn in the next two years (20 13~20 14) will make these jewelry enterprises face a more serious crisis than now. As a special industry, jewelry industry is "flourishing after all trades, declining before all trades". The development of the whole industry is greatly influenced by the development of the national economy. Under the situation that our Chinese jewelry industry cannot change the development environment of the whole industry and continues to deteriorate, how to survive and develop jewelry enterprises has become a vital issue for Chinese jewelry entrepreneurs.

20 12 China jewelry yearbook

1. Development Status of Liuguifu Jewelry Enterprises

Thanks to the rapid development in previous years, Liuguifu Jewelry has accumulated certain capital strength and brand influence, and has certain comparative advantages in the regional market. At present, the development situation of the whole Liuguifu Jewelry Group is good. Specifically, Liuguifu Jewelry has developed rapidly in the six years from 2006 to 20 12. At present, it has developed from the initial 1 1 store to an enterprise group with more than 138 chain stores, with employees from1. In terms of brand building, Liuguifu Jewelry won the title of "China Well-known Trademark" and is also a "well-known brand in China's jewelry industry", and even hired Ruby Lin, a movie star, as a brand spokesperson to put huge advertisements on Heilongjiang Satellite TV, Jilin Satellite TV and a large number of provincial and municipal TV stations. The group and its chain stores spend 80 million yuan on advertising every year, so Liuguifu Jewelry has great brand influence in Heilongjiang Province and Jilin Province. Moreover, the Group has now completed the upgrading of the second-generation chain management system, and the "Hong Kong-style service" and "militarized management" of Liuguifu Jewelry are becoming more and more competitive. At the same time, Liuguifu Jewelry has completed the talent echelon construction and product system upgrade, and has basically accumulated the resource reserve for the next high-speed development. However, the sudden deterioration of China's economy has also brought some pressure to the high-speed growth of Liuguifu jewelry. Especially in 20 12, Liuguifu Jewelry opened about 40 new jewelry stores, which increased the burden of the group headquarters. The annual return of new stores is likely to be lower than the original profit expectation of 20%, which became the main reason why Liuguifu Jewelry had to adjust its development strategy.

2. Future enterprise development planning of Liuguifu Jewelry

In order to cope with the current complicated economic situation and ensure the healthy development of Liuguifu Jewelry Group in the future, Liuguifu Jewelry has formulated a new three-year development plan and comprehensively adjusted the original high-speed development strategy. This more pragmatic enterprise development plan is of great significance to the long-term development of Liuguifu Jewelry. The new three-year development plan of Liuguifu Jewelry is as follows:

2. 1 Reduce the number of chain store development plans

In the next three years, Liuguifu Jewelry will reduce the number of chain stores and control the total number of chain stores within 300.

Thanks to the comprehensive advantages of Liuguifu Jewelry as a "large comprehensive store", the chain stores of Liuguifu Jewelry are expanding rapidly at present, and many provinces have come to discuss provincial cooperation, which will make the chain stores of Liuguifu Jewelry grow faster. However, because the chain store model of Liuguifu Jewelry needs an initial investment of 6,543.8+million to 6,543.8+0.5 million yuan, if the chain network is developed with a high-speed development strategy, there will be hidden dangers of declining management level. Therefore, in the next three years, Liuguifu Jewelry will focus on the group's own development without any provincial cooperation to ensure the smooth and orderly expansion of the entire chain operation network. The old saying "haste makes waste" reminds us to make steady progress step by step. The chain network of Liuguifu Jewelry won't win by quantity, but by quality.

2.2 Optimize the chain store business model

In the future, Liuguifu Jewelry will optimize the chain store business model, and the initial investment of a single store will be controlled within 20 million yuan.

20 12 China jewelry yearbook

With the rising of product price and rent, the single-store investment of Liuguifu Jewelry has already exceeded 6.5438+million yuan, which is approaching the critical point of 6.5438+0.5 million yuan, and it is likely to reach more than 20 million yuan in the future, and the risk of high investment will become greater and greater. Therefore, it is necessary to adjust the single-store investment model of Liuguifu Jewelry to maximize "light assets".

2.3 Increase marketing investment to ensure the leading edge.

Liuguifu Jewelry will increase the marketing investment of Daquan system to ensure the absolute leading edge of Liuguifu Jewelry in the regional market.

Liuguifu Jewelry has invested heavily in the regional market because of the development strategy of "strong marketing". Although it will face a worse development environment in the future, Liuguifu Jewelry will still comprehensively increase its overall marketing investment in the future, and strive to increase its marketing investment every year according to the growth rate of chain stores, and finally strive for its due market share in the regional market in units of 100 million yuan.

2.4 Enhance the comprehensive competitiveness of products and strengthen service management.

With the strengthening of consumers' awareness of rights protection, the whole jewelry industry will face the torture of product quality in the future. Therefore, Liuguifu Jewelry will comprehensively improve the product quality, reach the highest market standards, enhance the comprehensive competitiveness of products, and ensure that it will not be abandoned by consumers in the market competition. Moreover, Liuguifu Jewelry should comprehensively improve its service level and increase its service competitiveness with a new generation of "Hong Kong-style service" standards.

2.5 Vigorously strengthen brand building

At present, the brand influence of Liuguifu Jewelry is in an advantageous position in Heilongjiang and Jilin provinces, but the brand premium ability of Liuguifu Jewelry is still low. In the future, Liuguifu Jewelry will vigorously strengthen brand building, strive to increase the brand premium capacity of Liuguifu Jewelry by 50%~ 100%, and drive Liuguifu Jewelry into the brand management stage, and its core competitiveness will be significantly improved. In the future, the price war and propaganda war in China's jewelry terminal market will intensify. Only brand operation can ensure that Liuguifu jewelry can get rid of this low-end competition mode as soon as possible, so as to obtain a higher level of development.

2.6 Strengthen fund management to ensure the safety of the capital chain.

With the intensification of competition in China's jewelry industry, a number of jewelry enterprises may die in the capital chain in the future. Liuguifu Jewelry will comprehensively strengthen fund management and ensure the safety of the capital chain through various means. Specifically: establish a strict credit rating system for franchisees to prevent the financial problems of individual franchisees from triggering a chain reaction; Reduce the debt ratio of enterprises in an all-round way, in which the debt ratio of the headquarters of Liuguifu Jewelry Group is lower than 10%, making the headquarters in a basically risk-free state.

20 12 China jewelry yearbook

20 12 China jewelry yearbook

2.7 Strengthen the construction of talent team

Talent is the foundation of enterprise development. At present, the talent echelon construction of Liuguifu Jewelry is progressing smoothly and has achieved good economic benefits. Liuguifu Jewelry will pay more attention to personnel training in the future, and ensure the unlimited development potential of the enterprise with the construction of talent echelon. Plans have been made and will be realized to train 50 senior executives, 200 middle-level cadres, 500 store managers and 2,000 elite shopping guides. In the process of personnel training, Liuguifu Jewelry Chain Business School, which is about to be established by Liuguifu Jewelry, will make efforts.

2.8 Two-line attack

Any enterprise that wants to develop rapidly needs to have its own base area. Liuguifu Jewelry will build the three northeastern provinces into the core enterprise base area of Liuguifu Jewelry in the next three years. By then, Heilongjiang Province will reach 100% coverage of cities above the county level, and cities above the prefecture level will fully encrypt channels. While consolidating the old market, Liuguifu Jewelry will also open up a new war zone with the operation mode of one province and one province, and capture the target market of one city and one county with the strategy of "surrounded by iron walls", so as to make the channels penetrate into the regional market, further consolidate the foundation of enterprise development and finally form a stable foundation for enterprise survival and development.

To sum up, Liuguifu Jewelry will take "Heilongjiang Liuguifu Jewelry Co., Ltd." as the parent, and start a new enterprise development journey on the basis of a number of subsidiaries and holding subsidiaries. There is no off-season market, only off-season ideas. There is no sunset industry, only sunset enterprises. Liuguifu Jewelry will make steady progress with redoubled efforts, high pragmatism and indomitable momentum, and strive to make due contributions to Chinese jewelry consumers and Chinese jewelry industry.