The development of pearl industry in China, as the epitome of many Chinese-style industries, is destined to be changed rapidly. Pearl, an important gemstone variety that has been underestimated for a long time in China, will be released instantly once it is awakened by the rapidly rising consumers in China. The sharp contrast between the strong performance of China's economy and the international economic downturn has intensified the turmoil in China's pearl industry. However, China's national economy is no longer the fragile tester of 30 years ago. Faced with such a changing situation, more people see the opportunity, and it is inevitable that the pearl industry in China will grow rapidly in this turmoil.
1. The cold weather in foreign markets has forced the export structure of pearls to change, and the trend of falling volume and price is obvious.
Over the years, pearls produced in China have been mainly used for export. According to the analysis of historical data, China's pearl export volume accounts for more than 90% of the total export volume of similar commodities in the world. According to the data released by the General Administration of Customs, "unprocessed pearl products" and "processed pearl products" are the main export categories of pearls in China.
1. 1 Comparison of the total export volume of pearl commodities and related data in recent years (table 1)
Table 1 Summary of export data of major pearl products in recent years
Remarks: (1) This data is collected from China Customs Information Network, and is composed of natural or cultured pearl products (commodity tax code 7 1 16 1000), other processed and cultured pearls (commodity tax code 71kloc-0/2290). There are other types of goods exported from pearls, which are not included because of their small share. (2) Due to the delay of statistical data collection, this paper adopts the method of data average fitting, and calculates the estimated data for the whole year of 20 12 according to the actual data of 201August.
In 2009, the total export volume of pearls was about 1.705 tons, with a total value of about $294 million and an average unit price of 1.73 USD/kg. In 20 10, the total export volume of pearls was about 1796 tons, the total amount was about 336 million dollars, and the average unit price was 187 dollars/kg. 20 1 1 year, the total export volume of pearls is about 14 17 tons, with a total amount of about 375 million US dollars and an average unit price of 265 US dollars/kg. In 20 12 years, the total export volume of pearls was about 1225 tons, with a total amount of about 32 1 billion dollars and an average unit price of 262 dollars/kg. From this, we can draw the following comparison chart between the total export trend and the total export trend (figure 1).
Looking at the total export volume over the years, we find that the total export volume of China has shown an obvious downward trend in recent years, but at the same time, the total export volume has shown an upward trend.
The decline of pearl export in China is not unrelated to the international economic downturn and the decline of domestic aquaculture production. However, the willingness of international buyers to pay for China pearls, whose prices have risen sharply, fully proves that the quality of pearls has been greatly improved.
Figure 1 Comparison of total export volume and total export volume of pearl commodities in recent years
1.2 Comparison of export structure and related data of pearl commodities in recent years
According to the research needs, we regard "natural or cultured pearl products (commodity tax code: 7 1 16 1000)" as unprocessed pearl products and "other processed cultured pearls (commodity tax code: 71kloc-0/2290).
Figure 2 Comparison Table of Pearl Commodity Export Structure in Recent Years
The chart shows that the proportion of "unprocessed pearl products" in China's pearl export is decreasing year by year. Obviously, as a "processed pearl product" with higher added value, it has become a commodity type that China pearl exporters gradually attach importance to.
1.3 The important achievements of upstream powerful enterprises in the field of scientific research and development are gradually emerging in the international market competition.
Based on the above data and interviews with key enterprises and institutions in the industry, it is known that the pattern of pearl enterprises in China has also changed greatly during the period of serious economic turmoil at home and abroad in recent years. First, some enterprises that do not adapt to market changes have closed down or reorganized, resulting in a decline in pearl production, but some large enterprises with strong strength and flexible operation have more experience in facing the needs of the international market; Second, some powerful enterprises have increased their investment in scientific research and resource integration. For example, since 2002, a number of leading enterprises such as Zhejiang Ruan's Co., Ltd. and Zhejiang Jiali Pearl Jewelry Co., Ltd. have successfully developed large-particle freshwater nucleated varieties such as "Xinchiking Pearl" and "Edison Pearl" to cater to people's universal love for large-particle seawater pearls, which have been widely accepted by domestic and foreign markets. As a result, many pearl farmers began to increase the cultivation area of this pearl. With the continuous maturity of technology, the quality of finished pearls is approaching that of overseas seawater pearls. Compared with ordinary seedless freshwater pearls, it is obvious that large-sized pearls have higher unit value, which makes up for the losses suffered by pearl farmers after the reduction of breeding area to some extent, so it also brings farmers higher enthusiasm for this variety.
1.4 Due to the decline in the quality of aquaculture waters and other factors, the trading volume of Japanese pearls has declined in the international position.
As an important producer and exporter of seawater pearls in the world, in recent years, due to the environmental deterioration such as tsunami, nuclear radiation and seawater eutrophication, the output and quality of pearls have declined, which directly led to the difficulties or closure of some pearl farms, and finally led to their decline in the international pearl trade.
2. The development trend of national pearl enterprises
At present, the domestic pearl market has gradually formed a professional chain operation and a regional single store parallel operation pattern. Take Shanxiahu Town, Zhuji, the largest pearl production, processing and sales center in China, as an example. There are more than 300 pearl breeding and deep processing enterprises and nearly 200 pearl trading enterprises, of which more than 20 have sales exceeding 50 million yuan. There are nearly 10 enterprises with over 100 million yuan, with nearly 20,000 employees and more than 4,000 small and medium-sized farmers.
The strength group enterprise stores are located in first-and second-tier cities such as Beijing, Shanghai and Hangzhou. For example, Ruan successively laid out specialty store in high-end department stores in Beijing; There are also many individual merchants who buy pearl raw materials from the secondary market for processing and retail. Take Zhuji as an example. 20 1 1, the online transaction volume of various products of Shanxiahu Pearl exceeded 200 million yuan. The huge market behind this has alarmed the local government. In 20 12, the commerce bureaus of Shanxiahu Town and Zhuji City * * * are planning to build an e-commerce platform integrating the pearl industry of Shanxiahu, and it is expected to be basically completed in 20 12, aiming at launching the pearl regional brand of Shanxiahu.
2. 1 Development trend of freshwater pearl aquaculture in Zhuji City, Zhejiang Province and local countermeasures
Freshwater pearl industry is an important part of Zhuji economy. Since the second half of 2008, affected by the international financial crisis, Zhuji, together with the entire Shaoxing pearl industry, has continued to decline, and the whole line of pearl cultivation, processing and sales has shrunk. In 2009, with the lifting of the financial crisis, the global economy gradually improved, and the pearl industry also ushered in a new round of development opportunities, and the industrial recovery momentum was strong.
2. 1. 1 Scientific culture technology has been popularized and applied, and the downward trend of freshwater pearl culture has been alleviated.
In recent years, fishery technical departments at all levels and pearl culture units in the city have vigorously promoted the application of modern fishery technical achievements such as mixed culture of fish and mussels and high-quality pearl culture. The cost of pearl culture is further reduced, and the output and quality of pearl culture are further improved. In 20 10, the city produced 520 tons of pearls, only 20 tons less than that in 2009, down 3.67% year-on-year, and the downward trend of aquaculture was alleviated.
2. 1.2 Pearl processing industry shows obvious signs of recovery.
In 2008, the number of pearl processing enterprises in Zhuji reached 1 149, and the number of processed products and processing output value continued to grow rapidly. In 2009, due to the impact of the economic environment, the pearl processing industry experienced a serious decline, with 48 1 enterprises directly closed down, and only 668 enterprises survived. In 20 10, with the improvement of the global economic situation, the number of pearl processing enterprises recovered to 73 1 home, and the pearl products were processed 7 17 tons in the whole year, an increase of 257 tons, an increase of 55.87%. The processing output value was 6.453 billion yuan, an increase of 453 million yuan or 7. 14%. The recovery of pearl processing industry is very obvious.
2. 1.3 The volume, turnover and foreign exchange earned by export in the pearl market increased substantially year on year.
Compared with the drastic fluctuation of aquaculture and processing industry, the market trading situation is relatively stable. As a global pearl trading center, in 20 10, Shanxiahu Pearl Market traded pearls and various processed products 130 tons, an increase of 14 1 ton over the previous year, with an increase of 14.26%, and the transaction volume was 6001. According to customs statistics, Shaoxing exported 500 tons of pearls in 20 10, and earned $249.35 million, up1.19% and 25.93% respectively.
2.2 The design, processing and trade of finished pearl jewelry grew rapidly.
At the 20 1 1 Basel Watch & Jewellery Fair in Switzerland, Wu Ken, Ambassador of China to Switzerland, Chen Dongping, Vice President of the Shenzhen Council for the Promotion of International Trade, government officials visited the exhibition site to congratulate the pearl exhibitors from China and affirmed their contributions to the inheritance and development of China's traditional culture on the international stage.
As one of the top jewellery fairs in the world, Basel Watch & Jewellery Fair is famous for its high entry threshold. Inviting to enter Basel has always been the dream of jewelry brands and jewelry entrepreneurs, and it is also the recognition of a company and its products. A group of high-end pearl jewelry brand suppliers in China, with their professional attitude, have always insisted on original design and created many classic styles, either luxurious, classical or fashionable ... At the same time, they have given pearls more internal cultural connotations, and their styles and tastes have been recognized by the market and more consumers, which is one of the important reasons why the Basel Watch Fair took a fancy to these emerging markets.
It is a long struggle for Chinese jewelry brands to be recognized by the international market. A group of pearl enterprises, represented by Feng and Ruan, have been working quietly for more than ten years, holding the infinite pursuit of pearl cause, and have come step by step and stepped onto the international stage. The trip of China Pearl Enterprise to Basel is not only a simple exhibition, but also an opportunity to learn. The popular elements in the European market, consumers' recognition of China's high-end jewelry products and their similarities and differences are all worth pondering and thinking about.
2.3 Hold the 4th Beijing Hongqiao International Pearl Culture Festival.
On September 25th, 20 12, the 4th Beijing Hongqiao International Pearl Culture Festival, sponsored by China Jewelry and Jade Jewelry Industry Association, hosted by Beijing Hongqiao Market Co., Ltd. and specially supported by Beijing Dongcheng District Commercial Committee and Beijing Dongcheng District Tourism Development Committee, was grandly opened in Tiantan Shenle Department Store. Sun, Executive Vice President and Secretary General of China Jewelry Industry Association, Lu Yong, Party Secretary and Director of Beijing Tourism Development Committee, Mayor Feng, Mayor Liu Xingcang, Vice Mayors Zhao Zhongyuan, Gao Guiqiang, Chen Zhichang, Qiao, and Shi Ronghuai, President of Hong Kong Chinese Manufacturers Association, attended the opening ceremony of this Pearl Festival (Figure 3).
The Pearl Festival, with the theme of "Pearl shines in the East, Red Bridge connects the four seas", consists of three parts: the main venue of Beijing Hongqiao Market, the venue of Zhuji and the venue of Hong Kong. Among them, the Beijing main venue will last for three days from September 25th to 27th, and the "high-end exhibition area", "comprehensive activity area" and "Yonghong Pearl" will be displayed in enterprises with brand strength such as Ruan Pearl and Fanghua Pearl. During this period, the "Pearl Charm" Pearl Culture Experience Tour was not only grandly launched in Hongqiao Market Hall, but also introduced the latest popular styles and unexpected interactive experiences of famous brand pearls. Beijing TV Station compiled a special program on the trends and development trends of the pearl industry, invited celebrities from all fields of the pearl industry to attend, and discussed three major topics of China pearl, pearl culture and the story and origin of Hongqiao and Pearl in an interview mode, vividly interpreting the charm of "Hongqiao Pearl" and answering questions for consumers to deeply understand pearl culture and pearl products.
Figure 3 Opening Ceremony of Pearl Festival
3. Support and support from industry associations, competent departments and local governments.
3. 1 Relevant industry standards and positive social influence.
Since the large-scale production of pearl culture in China, although the popularization of technology has promoted the continuous improvement of output, a large number of inferior pearls have also appeared, and the proportion of high-quality pearls has been hovering around 10%. According to the investigation of Zhejiang Pearl Association, about 80% of freshwater pearls in the market in this province belong to low-grade pearls, which has a great impact on the market price and left a bad impression on consumers. Some jewelers adopt the measures of "concentrating low-grade pearls and prohibiting them from entering the market". The accumulation of low-grade pearls has little influence on the output value, but it is of great significance to improve the overall image of the pearl industry, which will effectively raise the market price of pearls and activate the confidence of the freshwater pearl market and consumers. As a leading strength group in the industry, it is a step closer to the classification of pearl jewelry products. Take Ruan's pearls as an example, all pearl ornaments under its brand are made of the best 5% gem-grade pearls, and the necklaces and pendants as its main products are made of top-grade high-gloss pearls with less than 65,438+0%. In view of this phenomenon, trade associations take the initiative or call on relevant organizations to issue relevant standards to maintain the long-term healthy and orderly development of the industry.
In 2009, China Freshwater Pearl Grading System was jointly issued by China Jewelry and Jade Jewelry Industry Association and Jewelry and Jade Jewelry Management Center of Ministry of Land and Resources. At the same time, the Standard Sample Diagram of China Freshwater Pearl Standard Sample 3SLC Quality Evaluation System was released, which showed the elements of pearl quality grading and its grading definition concisely and intuitively in the form of pictures. This set of pictures has been well received by pearl enterprises and widely recognized by the market because of its beauty, convenience, understandability and ease of use. When consumers buy pearls, they can basically determine the quality grade of pearls by comparison, which not only reduces transaction costs, but also publicizes pearl knowledge.
The expert review meeting of "China seawater pearl standard sample" was held in China International Jewelry Exhibition Center on the afternoon of 201124th. Ke Jie, Deputy Director of Jewelry and Jade Jewelry Management Center of Ministry of Land and Resources, Secretary General of National Jewelry and Jade Standardization Technical Committee, Shi, Deputy Secretary General of China Jewelry and Jade Jewelry Industry Association, and Associate Research Fellow of China National Institute of Standardization delivered speeches respectively. The meeting was presided over by Li Na, Deputy Secretary General of China Jewelry and Jade Jewelry Industry Association. At the meeting, the research data of China seawater pearl standard sample development project and first-class mother sample were discussed enthusiastically, which fully recognized the data of market research. According to everyone's ideas and opinions, the selection of mother samples of China seawater pearl standard samples will be more strictly determined, and enterprises will actively respond to the later replication work. Then, compared with the confirmed mother specimen, more rigorous scientific research, research, data collection and evaluation, copying and other work are carried out, and development reports, customized reports and other materials are compiled and submitted to China National Institute of Standardization for approval and release.
Fig. 4 Schematic diagram of China freshwater pearl standard sample 3SLC quality evaluation system standard sample.
In September, 2065438+0/KLOC-0, Zhejiang Pearl Industry Association, located in Zhuji area, issued the industry standard "Cultured Pearl Jewelry", which marked the first time that Zhejiang cultured pearl jewelry had a unified industry implementation standard. This standard specifies the product classification, requirements, inspection methods, identification, packaging, transportation and storage of cultured pearl jewelry. There are very detailed requirements for cultured pearls, necklaces and standard lengths of necklaces.
3.2 Deepening the guidance of the competent authorities, the interaction between local governments and enterprises will be splendid.
3.2. 1 National Pearl Testing Sub-center will be built in Shanxiahu Town, Zhuji.
20 12 in April, Zhejiang Zhuji Pearl Industrial Park Management Committee signed an agreement with the National Jewelry and Jade Quality Supervision and Inspection Center, and both parties will cooperate to establish a national pearl testing sub-center in Shanxiahu Town. At that time, both parties will set up a testing center window and testing platform in East China International Jewelry City. In addition to the authenticity and classification of pearls, the testing content of the center will also involve other related tests of jewelry and precious metals. The products tested by the national testing center meet the national standards and can be directly circulated in the international market. The significance of upgrading the testing center is extraordinary. The awareness, influence and popularity of pearl products detected by the National Testing Center will be greatly improved, and consumers' sense of consumer identity will be further strengthened.
With the continuous development of the pearl industry in Yamashita Lake, the pearl market needs to be standardized, and the product standards and quality need to be unified and guaranteed. In 20 1 1 year, Zhejiang Pearl Industry Association formulated and issued the standard of "cultured pearl jewelry", which played a positive role in standardizing the pearl market, enhancing the reputation of the industry and promoting the healthy development of the pearl industry. The establishment of National Pearl Brand Testing Center is particularly important for improving the quality and grade of pearl products.
In addition to the National Pearl Testing Sub-center, Shanxiahu Town also built a pearl product design center and an e-commerce center on 20 12 to further promote the development of the pearl industry by strengthening the pearl product design and e-commerce platform. At least two of these "three centers" will open before 20 12 and 10.
The eighth Pearl Festival, which is being held in full swing, has also taken a different approach, inviting major domestic gift buyers to gather in the mountains and lakes to prosper the festival economy, expand the sales market, and promote well-known enterprises and brand merchants to join hands.
3.2.2 The 2nd China Jewelry and Pearl Fair was held in Zhuji.
Co-sponsored by China Jewelry and Jade Jewelry Industry Association and Zhuji Municipal People's Government, and jointly hosted by Pearl Branch of China Jewelry and Jade Jewelry Industry Association, Zhejiang Pearl Industry Association, Zhuji Pearl Industrial Park Management Committee of Zhejiang Province and Shanxiahu Town People's Government of Zhuji City, the second China Jewelry and Pearl Fair was held in Zhuji on August 27th. Sun, Executive Vice President and Secretary-General of China Jewelry Industry Association, delivered a speech, Wang Jigang, Secretary of Zhuji Municipal Party Committee, gave a welcome speech, Deputy Secretary of the Municipal Party Committee and Mayor presided over the opening ceremony, and Ruan Jianming, member of the Standing Committee of the Municipal Party Committee and Secretary of the Political and Legal Committee, and Vice Mayor Stanley Ho attended the opening ceremony.
Fig. 5 20 1 1 The 3rd Pearl Fair of China Jewelry Industry.
Under the active organization of China Treasure Association, more than 65,438+000 jewelry brand enterprises, chain stores and secondary wholesalers, such as Lao Fengxiang and Cai Bai, gathered in Zhuji, the hometown of Stone, to visit and inspect the local pearl market and enterprises, and join hands with Zhuji pearl enterprises for common development. During the two-day promotion and inspection activities, jewelry brand enterprises had face-to-face exchanges with local pearl enterprises. During the whole activity, trade transactions were frequent, and jewelry enterprises were eager to purchase. Most enterprises reach cooperation intention and establish cooperative partnership. Pearl has become a new bright spot of jewelry retail terminal consumption.
3.2.3 Zhuji held the 5th Xishi Culture Festival and International Pearl Festival.
65438+1October 30 -3 1 day, the 5th China Xishi Culture Festival and the 8th China (International) Pearl Festival were held in Zhuji, Zhejiang. Well-known enterprises and brand merchants at home and abroad will gather in the Pearl Capital to promote industrial development and enhance the awareness, influence and popularity of pearl products. This jewelry and jade jewelry festival is co-sponsored by China Jewelry and Jade Jewelry Industry Association, Jewelry Management Center of Ministry of Land and Resources and Zhuji Municipal People's Government. At the same time, a seminar on stone and pearl culture and the opening ceremony of Zhuji culture and art market were also held. The 8th China (International) Pearl Festival is an exchange platform built by the Yamashita Lake Government for enterprises and merchants, dedicated to the guidance, upgrading and service of the pearl industry, and promoting well-known enterprises and brand merchants to join hands. The Pearl Festival of 20 12 is different from the past. A pearl jewelry industry business promotion conference called "Cooperation * * * Win-win * * Create a bright future for the jewelry industry" became the highlight of the event. The organizing committee invited major domestic gift buyers to gather in the mountain lake to prosper the holiday economy and expand the sales market. This scale of trade will bring unimaginable influence to pearl enterprises. In addition to huge orders, it is more important to establish long-term and stable contacts through exhibitors' in-depth understanding of pearl enterprises, which has brought many potential customer resources to enterprises.
3.3 Zhuji Pearl Industry Technology Innovation Service Platform was launched.
20 10 12. The launching ceremony of the Pearl Industry Science and Technology Innovation Service Platform in Zhuji City, Zhejiang Province was held in East China International Jewelry City. The annual output of Zhuji pearls accounts for more than 70% of the total output of freshwater pearls in the world and 80% of the total output of freshwater pearls in China. The characteristics of industrial clustering and high-end are very obvious. In order to further integrate innovative resources, strengthen scientific and technological research and development, and promote the innovation and promotion of pearl industry, in April of 20 10, the Provincial Science and Technology Department approved the establishment of Zhuji pearl industry scientific and technological innovation service platform in Zhuji, Zhejiang Province, mainly engaged in the integrated research and development of pearl culture and deep processing, and the development, demonstration and promotion of new technologies and new products. At present, there are full-time technical service personnel 15. 20 1 1 In the first half of the year, the pearl market in Shanxiahu, Zhuji had a turnover of over 500 tons, with a total turnover of 186 1 billion yuan, up 2. 1% year-on-year. The price of pearl beads rose by 40% compared with the previous quarter, and the products were sold to more than 50 countries and regions around the world. By August of 20 1 1, Zhuji City, Zhejiang Province had implemented a series of supporting policies, increased investment and set up a provincial-level pearl industry technology innovation service platform with an investment of 40 million yuan to tackle key technical problems. At the same time, actively guide enterprises to increase technical input and improve the technical level of products.
3.4 Zhuji Pearl Enterprise realizes bank-enterprise docking
2065438+01September, five Pearl enterprises in Zhuji City, Zhejiang Province received financial support from the bank at the ceremony of the establishment and credit signing of "Tian Tian Business Daily Huaxia Bank" SME service alliance. Five enterprises that signed credit contracts with Huaxia Bank borrowed 25 million yuan from Huaxia Bank in the form of joint guarantee and loan. According to reports, this loan is mainly used to buy pearls. For pearl enterprises, a year's hard work will be wasted if they miss the peak season. In the peak season, except for local acquisitions, almost all small and medium-sized pearl enterprises charge as much as they want. This kind of bank-enterprise docking effectively helps small and medium-sized enterprises solve financing problems.
3.5 Jiangxi will rebuild the distribution and processing base of freshwater pearls in ten thousand years.
On June 20 1 1, Wannian County formed a research group to inspect the development of Zhejiang pearl industry. As the highland of pearl industry in China, Zhuji provides a good reference for Wannian County. Combined with the characteristics of high-grade pearl culture in Wannian county, the research group of Wannian county has established the theme of vigorously integrating resources in lakeside areas, building standardized pearl culture demonstration bases and supporting the development and growth of leading enterprises. And start the construction of diversified jewelry market, and strive to successfully cultivate 3~5 powerful leading enterprises in 3 ~ 5 years, and turn Wannian Bay into an important freshwater pearl distribution and processing base in Jiangxi.
4. The conditions for industrial integration have been met.
4. 1 Give full play to the advantages of clusters and promote the healthy development of industries.
Looking at the numerous freshwater pearl wholesale markets that have been formed in China at present, most of them are mainly based on raw materials and rough processing, and the market positioning is single, which invisibly intensifies the mutual price suppression and vicious competition among enterprises, leading to the continuous decline of pearl prices. Excessive competition makes pearl farming and wholesale unprofitable. Although the wholesale market represented by Hongqiao has been actively introducing well-known brands, it has not changed the extensive profit model; The level of meager profit has gradually deepened the development of pearl industry, and industrial integration is imperative.
4. 1. 1 Clarify the differentiated positioning of the cluster and realize the competition and cooperation of the freshwater pearl cluster.
The freshwater pearl industry in China has obvious clustering characteristics, such as "Shanxiahu freshwater pearl industry cluster" and other local industrial clusters, and each cluster product has its own emphasis. However, at present, there is only competition but no cooperation among these clusters. Therefore, in order to promote the development of freshwater pearl production supervision in China, these clusters can be distinguished. For example, Shanxiahu Freshwater Pearl Industry Cluster focuses on the brand building of high-grade pearls, and other clusters can find their own precise differentiated positioning. In this way, several clusters can form a certain complementary relationship, and carry out extensive cooperation accordingly, thus forming a strong joint interaction effect between clusters.
4. 1.2 Rebuild the domestic image of freshwater pearls and start the domestic market of freshwater pearls.
At present, the international sales of freshwater pearls in China account for 80%, and the domestic consumption is seriously insufficient. On the one hand, the reason is that the freshwater pearls in the domestic market are mostly middle and low-grade pearls with a single style, which has damaged the domestic image of freshwater pearls to some extent; On the other hand, because there is too little publicity about freshwater pearls in China, people have not formed the enthusiasm for consuming freshwater pearls. Freshwater pearl breeding and processing enterprises have thus lost a huge domestic consumer market. With the sustained and rapid growth of China's national economy and the continuous improvement of people's living standards, people's demand for beauty and healthy life is getting higher and higher. Pearl enterprises should strive to reshape the image of domestic freshwater pearls and explore the domestic market of freshwater pearls with great potential.
4. 1.3 To achieve continuous upgrading, the cluster must adjust its position in the global value chain.
First of all, the pearl industry cluster should continue to maintain and strengthen the contact and interaction with the global developed clusters, and grasp the global industrial changes through frequent formal and informal contact networks. While actively using external resources, we should tap our own endogenous factors, actively change our organization and embedding methods in the value chain, and avoid over-reliance on other links in the value chain.
At the same time, the cluster should strengthen dialogue with other global economic actors and actively participate in the construction of international industrial systems and standards. Provide a fair and just international competitive environment for the upgrading of domestic clusters embedded in global value chains. In addition, the local freshwater pearl clusters in China should strengthen the construction of institutional and cultural environment among domestic clusters, reduce opportunism and provide a good institutional and cultural environment for the preservation and creation of value. On this basis, we will ensure that the space for value realization will not be further squeezed by vicious competition among local clusters, thus accumulating the power of repositioning local clusters in the value chain. At the same time, local governments, trade associations, scientific research and intermediaries can help enterprises to open external communication channels between local clusters. Rely on the endogenous advantages of their respective regions, find their own market opportunities in the global market, change their embedded position and organization mode in the value chain, and realize the diversification of domestic clusters in the global value chain. The multi-cluster model is homogeneous, competitive, heterogeneous and complementary, which drives the cluster to upgrade continuously.
4.2 Establish a benchmark enterprise and deepen the specialty.
According to the rules of pearl industry, pearl products can be divided into three categories: first, jewelry-level luxury goods; Second, through creative design, the mid-range and special-shaped beads are designed into fashion ornaments, handicrafts and so on; The third is the extension of pearls, such as cosmetics and beauty products. At present, the operation mode of most pearl enterprises is simply to export pearls as raw materials, or to make pearls into medicines, health care products and cosmetics for value-added through simple deep processing, while the specialized operation of pearls as ornaments is relatively few. These factors also constitute the phenomenon that local pearl culture demands quantity rather than quality, and the high yield is not high.
As an excellent national industry in China, how to grow healthily and participate in international competition effectively is the same proposition faced by China pearl enterprises. Henderson, an internationally renowned corporate strategist, said: "If any competitive business wants to survive for a long time, it must establish a unique advantage that overrides all other competitors by forming differentiation, and strive to maintain this advantage difference, which is the essence of the long-term strategy of the enterprise."
With the development of pearl industry, dislocation competition and specialized management are becoming increasingly obvious. Nowadays, the pearl enterprises in Shanxiahu Town have bred leading enterprises that are proud of all fields. In the field of pearl jewelry, Ruan's Ruan's Gao Liangze pearl enjoys an international reputation, and was selected as an important gift of the high-level delegation of the Central Committee of the Communist Party of China by the State Protocol Bureau, becoming the only jewelry that won this honor. In the field of pearl extension, Longevity Bird Company is the first company in the world that can prepare pearl powder by pure physical method, and it is at the leading level in the world in pearl powder processing technology, and has a national invention patent for pearl powder preparation technology. It is also ahead of China in the ultra-refinement of Chinese herbal medicines. Founded in 2003 by Dr. Ruan Huajun, the company is a group enterprise integrating research and development and sales of pearls and their extended products. Has a highly specialized pearl beauty and health care products factory, located in Zhuji Huxia Lake provincial road, covering an area of more than 33,000 square meters. At present, there are many auxiliary facilities, such as pure water preparation workshop, two GMP workshops, three outer packaging garages, a comprehensive laboratory and warehouse. Longevity bird products involve cosmetics, health products, food, medicines and so on. It is one of the top ten pearl powder brands in China, and has become the first brand of online pearl powder sales. In order to "bring beauty and health to more people", the longevity bird implements the combination of "online and offline". Offline cooperation with OTC chain pharmacies, department stores, has its own store. Today, longevity bird products have been sold in nearly 20 countries and regions around the world, and sold in nearly 3,000 Neptune pharmacies and Wal-Mart. Off-line, the company has Taobao shop, official website and various distribution platforms, and it is one of the few industrial companies that successfully conduct B2C sales in China.
5. Concluding remarks
With the recovery of the global economy, the demand of major pearl consumers such as the United States and Japan will continue to rise. As the hometown of pearls, China ranks first in the world in freshwater pearl production, and its jewelry inlay production technology has reached the world-class level. The style design ability of some companies has also been recognized by international buyers. At the same time, Ruan Shi, Qianzu and Jiali, three enterprises from Zhuji, Zhejiang, the hometown of pearls, won the title of famous brand products in China, which indicates that the brand awareness of China Pearl enterprises has been continuously strengthened and the quality of pearl products has been improved simultaneously. All these can be seen as the China pearl industry is sprinting to a new starting point of high, refined, sharp and excellent.
With the continuous extension and upgrading of pearl industry chain and the continuous expansion of pearl market demand, we have a hunch that China pearl jewelry will rise, and at the same time, we are also under heavy pressure from the whole jewelry industry. In order to seize the market in the hands of diamonds, gold and other jewelry, we must stand at the strategic commanding heights, dig deep into cultural characteristics, cultivate quality internally, and shape the image externally, and carry out large-scale promotion planning of pearl jewelry to make it step into the brand strategy track.
Pearl enterprises in China must broaden their business horizons, adjust their ecological layout, carefully study the development trend of pearl products in the world, strive to grasp the pulse of the world pearl market, make clear the direction and rationally allocate resources in the development process, so as to be targeted, seek "strong brand" first, then "large-scale", dig "deep culture" first, then spread the world "wide" and follow the strategy first. In order to make China pearls become jewelry that can show consumers' self-esteem, we must pay attention to the cultural connotation of China pearls. On the basis of making full use of historical connotation, we should conform to the trend of the times and explore new psychological needs of consumers. On the basis of pearl culture, the unique brand connotation of each pearl enterprise is formed and the natural charm is achieved by integrating the flavor of the times and the enterprise concept.
Cavalieri, president of the International Jewelry Federation, predicted that by 2050, China will replace the United States as the world's largest jewelry consumer. However, he also pointed out that at present, China's domestic jewelry market lacks an ISO standard evaluation system, which also includes the standards of gems and pearls. "Lack of standards and integrity are the main reasons why consumers in China hesitate to buy jewelry," cavalieri said.
China's pearl enterprises should strengthen their strategic thinking, accelerate the establishment of technical standards for the pearl industry and seize the commanding heights of the industry through a series of strategic means such as "technical leadership", "brand value", "regional advantages", "organizational culture", "talent advantages", "channel innovation" and "public relations advantages". Focus on refining pearl culture, creating brand characteristics, carefully planning brand communication, further expanding domestic and foreign markets, strengthening professional cooperation, and improving the level of clusters. Finally, through the power of capital, the gem industry will be comprehensively upgraded and the national pearl industry will take off in an all-round way.