201June 16 18: 37, Shenzhou 9, which was in charge of the first manned space rendezvous and docking in China, successfully flew into the sky. The significance of Shenjiu flying is self-evident. It is a symbol of the rise of the Chinese nation and a powerful stimulant. However, can China's jewelry industry, which is in the process of transformation and upgrading, also have such stimulants, and rise against the market through innovation under the dual pressure of weak international market and economic downturn in China?
Opportunities always coexist with challenges. Wise men are always good at finding opportunities from challenges and grasping opportunities to create miracles. In 20 12, although the development of domestic market economy slowed down, Beijing Heyuyuan Hetian Jade Gem Co., Ltd., which has the honorary titles of "China Famous Trademark" and "China Hetian Jade First Share", still achieved continuous breakthrough performance growth in terminal retail with its keen insight, advanced operation mode and scientific management mode! While other enterprises are still considering how to survive in the crisis, Heyuyuan and Tianyu have achieved a big step of transformation and upgrading! Today, the company has nearly 100 chain stores all over the country, and the brands have been clearly divided into three brands: Heyuyuan, FanYusheng and Cassidy, covering the high, medium and low-end markets in an all-round way. Products are divided into eleven series and more than 200 varieties. At present, the product styles are constantly updated and innovated, which are well received by consumers from all walks of life. From the beginning of the company's development to the present, it has won numerous honors. Nowadays, the strong backing to ensure the company's century-old development plan is that the company has Hetian jade mining bases with a total area of 865,438+0.2 square kilometers in Hotan, Xinjiang, and has set up six Hetian jade product R&D and production and processing bases in Shanghai, Jiangsu, Guangdong and Xinjiang. Leading enterprises like Hetian jade are undoubtedly powerful stimulants to promote the development of China's jewelry industry. Then, as a leading enterprise in China's Hetian jade industry, how is Beijing Heyuyuan Hetian Yuzhen Co., Ltd. unique, bigger and stronger?
1. The pace of innovation: scale, brand, specialization, standardization, scientific and modern development.
20 12 China jewelry yearbook
"Jade can't be cut, it can't be cut." The success of Yuyuan Garden and Hetian Jade is also this sentence. Only by "carving carefully" can we "stand out". Heyuyuan Hotan Jade was established in April 2004. At that time, the strategic plan of "going out and bringing in" was put forward, that is, transporting the superior resources of Xinjiang and bringing in the advanced technology from outside. It is decided to establish Beijing Heyuyuan Hetian Jade Co., Ltd. in Beijing, effectively combining Hetian jade resources in Xinjiang with Beijing's superior scientific and technological information metropolis window, and finally forming an interactive chain development.
In 2005, Beijing Heyuyuan Hetian Jade Co., Ltd. was formally established, and the first sales counter of Heyuyuan Hetian Jade was set up in Beijing Arts and Crafts Building. Due to the accurate market positioning, marketable products and excellent quality, the market response after the opening of the counter was strong, setting a new record for the sales of Gongmei jewelry products in that month. Then, He Yuyuan and Tian Yu established the strategy of expanding Beijing's market share and large-scale development, and successively established friendly and cooperative relations with major well-known shopping malls in Beijing. Since then, the chain management system of Heyuyuan and Hetianyu has been initially established and has become increasingly stable.
Subsequently, Heyuyuan and Hetian Jade successively developed in-depth to the national market centered on Beijing, and their sales network continued to expand. 20 1 1 April, high-end luxury goods and Yuyuan and Hetian Yuguangxin Tiandi Store were grandly opened in Beijing. Guangxin Tiandi is the landmark of high-end shopping center in China, which brings together European and American brands with a century-old luxury history. Among many distinguished international brands, the luxurious and elegant oriental jade temperament of Hetian jade and the luxurious and elegant international fashion sense add beautiful and dynamic scenery to Guangxin Tiandi. At present, Heyuyuan Hetian jade is the only example of China's Hetian jade industry successfully entering high-end shopping malls. The opening of Heyuyuan Guangxin Tiandi Store marks that Heyuyuan Hetian jade is moving towards the international stage, and its luxurious bloom will make China Hetian jade attract worldwide attention.
20 12 China jewelry yearbook
While the scale of Heyuyuan Hotan Jade is growing, it is also constantly improving the quality of products and resolutely putting an end to an unqualified commodity flowing to the market. While improving the quality of products, market layout and consumer segmentation are carried out to meet the needs of consumers in different regional markets and all walks of life for Hetian jade products. The company always adheres to the market orientation, develops new products based on quality, sets product prices and establishes sales channels, and has now developed into an undisputed "leading enterprise" in Hetian jade industry.
2. Innovative business model: breaking the routine and breaking the whole into parts.
Hetian jade, the king of jade, was born in Kunlun Mountain, the ancestor of Chung Shan Man. It has a cultural history of 8,000 years since ancient times. It is a treasure of Chinese civilization, which shines brilliantly in the world and enjoys a world-renowned reputation. Known as "the best nephrite in the world". Hetian jade played an extremely important role in every dynasty. The treasure of the country, the treasure of the royal family and the seal of the town are inseparable from Hetian jade. With the evolution of the times, how to make the noble Hetian jade go to the public and make Hetian jade fashionable, jeweled and popular has become a thinking proposition in the new era. As a leading enterprise in China's Hetian jade industry, Beijing Heyuyuan Hetian Yuzhen Co., Ltd. is far-sighted and innovative.
Beijing Heyuyuan Company took the lead in breaking the traditional concept that Hetian jade only deals in cooking stoves, ding and other ornaments. Through innovative design, Hetian jade was turned into jewelry that adults could wear, and the vision of "everyone has a piece of beautiful jade to wear" was realized.
Not only that, the company also has a professional design team, so that product design and research and development continue to lead the market trend, but also get a high level of guarantee. The design institute and the processing factory are closely combined to form interaction, which ensures that every Hetian jade product conforms to the popular fashion trend in the market and provides people with a new choice of Hetian jade jewelry.
The raw materials of our products are collected from Hotan, Xinjiang. While ensuring the quality, it is flexibly combined with gold, diamonds, colored gems and other materials to make unique and international-level fashion Hetian jade jewelry. Once the products are on the market, they are well received by consumers. In pursuit of technical excellence, the company has established six bases for research, development, production and processing of Hetian jade products in Shanghai, Suzhou, Guangdong and Xinjiang, and produced exquisite Hetian jade products with the advanced technology, manufacturing technology and cultural concept of the first-line jewelry industry.
Up to now, Heyuyuan Hetian jade has formed a complete industrial chain integrating the exploitation, design, processing and sales of Hetian jade raw materials. Heyuyuan Hetian jade has been leading the development direction of China's Hetian jade industry, with a brand market share as high as 70%. In the sales comparison of Hetian jade industry in China for three consecutive years, Heyuyuan Hetian jade has occupied an absolute leading position, and its popularity and credibility are in the forefront of the industry!
20 12 China jewelry yearbook
20 12 China jewelry yearbook
3. Innovative mode: removing the false and retaining the true, and establishing the authenticity standard of Hetian jade.
Nowadays, with the increasing enthusiasm of people for Hetian jade collection, there are also various bad counterfeiting behaviors in the market, which makes it difficult for many consumers who love Hetian jade to distinguish between true and false and suffer economic losses. In order to standardize the phenomenon of confusing fish with pearls in Hetian jade market, and clarify the quality inspection standards and price standards of Hetian jade, Beijing Heyuyuan Hetian jade treasure jade Co., Ltd. and the National Jewelry and Jade Quality Supervision and Inspection Center jointly established the "Research Room for Distinguishing the True and False Skin Color of Hetian jade" in July 2009, and served as the executive deputy director of the room. By establishing inspection technical standards, people's confusion about the vague concept of Hetian jade was eliminated. And the knowledge of Hetian jade is popularized nationwide, which solves the practical problem that consumers love Hetian jade, but they are discouraged because they don't know much about Hetian jade and its products and lack standard judgment. 20 1 1 In view of the important contribution made by the company in the project "Study on the Identification Characteristics of True and False Skin Color of Hetian Jade", the National Jewelry and Jade Quality Supervision and Inspection Center awarded it a special contribution award for scientific research.
4. Pay more attention to innovation and honest management.
It is precisely because we attach importance to the reputation of the market and the recognition of consumers that the company always adheres to the business philosophy of honesty and pragmatism. Sincerely consider for customers and ensure the true quality of products. To this end, the company has established a complete set of product design and processing standards, and strictly controlled according to the process. Strict implementation of material supplier evaluation system, incoming inspection standards and finished product inspection standards, so that product quality can be effectively guaranteed. The finished products processed by Heyuyuan Hetian jade have been tested by the National Jewelry and Jade Quality Supervision and Inspection Center and can only be sold after the Hetian jade commodity inspection certificate is issued. In order to maintain the authority of the inspection results, the company affixed anti-counterfeiting labels on every Hetian jade product to ensure the high quality and legitimate rights and interests of Hetian jade products, and put an end to the mixed market and irregular industry of Hetian jade.
20 12 China jewelry yearbook
5. Innovation and inheritance: to be an advocate of Chinese jade culture in the Millennium.
As an advocate of spreading Chinese Millennium jade culture, Beijing Heyuyuan Hetian Jade Baoyu Co., Ltd. not only deals in Hetian jade, but also regards the inheritance of Chinese Millennium jade culture as the core of enterprise development and has made great efforts to popularize Hetian jade culture. Hetian jade and Hetian jade organize lectures on Hetian jade knowledge from time to time in major cities all over the country, and greatly improve and evolve Hetian jade products according to the aesthetics of consumer groups, so that Hetian jade not only reflects the historical background, but also glows with the fashion light of modern jewelry.
The company also extended this effort to the network platform. The official Weibo built by the company aims to spread Hetian jade culture and popularize Hetian jade knowledge. Today, the official Weibo fans of Heyuyuan Hetian Jade have reached tens of thousands. Weibo Zhonghe Tianyu's fine appreciation and knowledge of Hetian jade culture help more friends who love Hetian jade master the knowledge of Hetian jade.
20 12 China jewelry yearbook
Corporate culture determines the development prospects of enterprises, and managing Hetian jade means managing Hetian jade culture. Brand enterprises operating Hetian jade must rely on the inheritance of Chinese jade culture to develop, so as to go further. Today, Heyuyuan Hetian Jade has been highly recognized by the market, and its products are deeply loved by consumers, and its brand enjoys a wide reputation!
6. Innovating skills to promote the development of jade carving industry in China.
If it is the historical mission of every responsible Hetian jade brand enterprise to inherit the jade culture of China for thousands of years, then only creative and innovative enterprises can engrave the jade culture into a work of art that will be inherited forever with exquisite jade carving skills.
As the highest award in the field of jade carving, the "Tiangong Award" has attracted everyone and famous artists from all jade carving fields and schools to participate in each session. Lead the works to the ideological and artistic direction, and provide a platform for colleagues in the industry to carry forward Chinese jade culture, lead the direction of jade carving art and exchange jade carving skills.
In the process of participating in the Tiangong Award Competition, the works of He Yuyuan and Hetian Jade inherit the traditional jade carving skills, learn from the jade carving styles of various schools and other artistic elements and expressions, and combine various jade carving techniques to give them a new era and a new theme, creating unique contemporary Hetian jade carving skills. On the basis of a deeper and fuller understanding and excavation of the new ideas of jade materials, Hetian Jade and Hetian Jade combine the natural beauty of jade materials with crafts and techniques perfectly, and show the harmonious beauty between man and nature with the help of ingenious techniques and artistic forms of scene blending. Under the control of such a concept, He Yuyuan and He Tianyu created exquisite Hetian jade carvings, such as "Father's Figure" ornaments, duck-billed pot ornaments, jade pot ornaments and so on, which all won a very high ranking in the "Tiangong Award" selection.
20 12 China jewelry yearbook
7. On the road of innovation, full of goodwill.
Over the years, Beijing Heyuyuan Hetian Jade Precious Jade Co., Ltd. has always been committed to creating exquisite Hetian jade products while not forgetting its social responsibilities. In 20 12, the company participated in the "Ranyan Angel Fund Charity Dinner" and "Bazaar Star Charity Night" respectively, and incorporated charity into the company's Hetian jade products, bringing love to more people in need of care in society. 20/kloc-in may/February, at the fourth charity dinner of ran Yan Tian Shi foundation, the hetian jade Guanyin ornaments donated by the company sold for a high price of 20 million yuan! In September of the same year, in the "Bazaar Star Charity Night", a "beaming" Hetian jade Buddha ornament of the company sold for 2 million yuan in the charity night! Successive acts of kindness have stunned the industry and made people see that Heyuyuan and Hetianyu are always full of goodwill on the road of continuous development. Charity, let the caring heart inherit and bloom; Charity, let the heart of care pass infinitely.
8. Conclusion: Innovation is the driving force for continuous development.
Today, the rising China is welcoming an unprecedented period of loving, wearing, appreciating and hiding jade. Beijing Heyuyuan Hetian Yubao Jade Co., Ltd. takes continuous innovation as the driving force for enterprise development and inherits the Chinese jade culture for thousands of years. As a leading enterprise in Hetian jade industry, it is the constant pursuit of all the staff of Yuyuan to break through oneself, be unique, always adhere to people-oriented, operate in good faith and satisfy consumers 100%! In the future, Heyuyuan will open chain stores in Chinese mainland, Hong Kong, Macao, American Chinese Community, Vancouver Chinese Community and other regions and cities, and enter the international stage with the advanced mode of scale, branding, standardization, modernization, fashion, specialization and science, and successfully rise in the flourishing jade!