20 12 the Year of the Loong is doomed to be an unsettled year. Faced with the recurring European debt crisis and the growing international economic turmoil, China's domestic demand and external demand markets are showing a trend of slow growth, overcapacity, weak market and declining benefits. This severe market environment has also had a great impact on the jewelry industry. In the past Eleventh Golden Week, the sales growth rate of many jewelry companies slowed down, remained flat or even declined.
Judging from the present situation of jewelry industry, the sharp fluctuation of raw material prices, the drastic change of exchange rate and the continuous rise of production costs will directly affect the normal operation of enterprises. On the other hand, while the global economy is going down, real estate, securities and other industries are in recession, and the lack of investment channels and the expectation of inflation also make more and more affluent people increasingly willing to use gold jewelry as a tool and means to deal with various risks. Generally speaking, the gold and jewelry market in China has maintained a steady growth trend.
1. Laofengxiang Company maintains the development trend of quality, efficiency and speed.
For Lao Fengxiang, the past decade has been a golden period of sustained, healthy and rapid growth. Lao Fengxiang's sales increased from 765.438 billion+0 billion in 20 1 to 20.5 billion in 201. Under the complicated and changeable economic situation this year, Lao Fengxiang thoroughly implemented Scientific Outlook on Development, grasped the general tone of economic work of "striving for progress while maintaining stability", adhered to "transformation-driven, innovative development", paid more attention to expanding the depth and breadth of the domestic market, and at the same time marched into foreign markets; Pay more attention to expanding the development and utilization of patented products and focus on developing new jewelry products and categories; Pay close attention to and grasp the price trend of international gold and other jewelry raw materials, increase the price adjustment in time, and effectively grasp the gross profit margin level. Thanks to the concerted efforts of the whole company, including Qi Xin and Qi Xin, Lao Fengxiang continues to maintain a double-digit growth level under the unfavorable situation of declining overall economic benefits, and is expected to successfully exceed the annual budget economic indicators.
20 12 China jewelry yearbook
At present, Lao Fengxiang has many professional factories, subsidiaries, research institutes, pawn shops and auction houses. Based on the marketing network construction direction of "based in Shanghai, covering the whole country and facing the world", Lao Fengxiang accelerated the layout of Shanghai's self-operated silver houses and the construction of the national marketing network. By the end of 20 1 1, Lao Fengxiang had more than 2,000 distribution outlets; 2012 100. From September to September, there were a total of new Laofengxiang specialty stores100 and 4 self-operated jewelry stores, which are expected to exceed 120 throughout the year. Lao Fengxiang's marketing network has covered all provinces, municipalities and autonomous regions except Hong Kong, Macao and Taiwan, with sales coverage reaching over 90% and market share exceeding 15%. He has gone abroad and launched an overseas expansion strategy: on August 65, 438+08, the first overseas Laofengxiang jewelry store in Sydney, Australia officially landed on Castro Street, the world's top shopping area in Sydney, Australia; In September, Laofengxiang Jewelry (Hong Kong) Co., Ltd. was officially put into operation. Lao Fengxiang will use this platform to promote Lao Fengxiang's overseas acquisitions and mergers, and accelerate the external expansion of Lao Fengxiang's sales outlets.
Lao Fengxiang's product line has developed from gold to eight categories of jewelry products (gold, platinum, diamonds, silver, white jade, jadeite, pearls and colored gems) described by the media as "eight immortals crossing the sea", and is now forming "gold, silver, platinum, diamonds, jadeite, pearls and jewels" and arts and crafts, ivory and precious stones.
20 12 China jewelry yearbook
Laofengxiang has developed from a regional brand to the No.1 brand of gold and jewelry in China, and has been ranked in the list of "Top 500 Most Valuable Brands in China" and "Top 500 Asian Brands" for many times, with a brand value evaluation of 7.665 billion yuan. The enterprise has also won many national honors-China well-known trademark, China famous brand product, China time-honored brand, national customer satisfaction enterprise, national customer satisfaction product, China commercial brand, China commercial service brand, national commercial quality management award, special award for advanced enterprises with outstanding performance in light industry, "Top Ten after-sales service units in China" and many other national honors, and "Laofengxiang Gold and Silver Craft Boutique" has been listed in the national intangible cultural heritage protection list.
In the past five years, the compound annual growth rate of the company's sales revenue reached 38.5%, and the compound annual growth rate of the total profit reached 565,438+0.32%. 20 1 1 year, Lao Fengxiang's operating income exceeds 20.5 billion and his profit is 823 million. 20121September, the total operating income and profit of Shanghai Laofengxiang Co., Ltd. reached 20.4 billion and 847 million, respectively, up by 23.32% and 26.50% year-on-year, and continued to maintain high double-digit growth.
The rapid development of Lao Fengxiang has received great attention and positive evaluation from all walks of life. In 20 12, the company won several awards: it was once again selected in the list of "Top 500 Most Valuable Brands in China", rising from 497 in the previous year to 422, ranking 222nd among manufacturing enterprises; In that year's "Shanghai 100 Top Enterprises", the company ranked 34th, among which the ranking of Shanghai manufacturing enterprises rose to 13. Recently, Lao Fengxiang also won the honorary titles of "20 12 Shanghai Design Capital Brand Award" and "China's first and most influential retail brand in gold and jewelry industry".
20 12 at the end of may, Yu lai, secretary of the municipal party Committee, made an investigation in Lao Fengxiang company. He spoke highly of the company's outstanding achievements in adhering to Scientific Outlook on Development, doing fine main business, making excellent brands and expanding industries, and fully affirmed Lao Fengxiang's brand and its development model of "two ends inside and the middle outside". Mainstream media such as Jiefang Daily and Shanghai TV Station also carried out follow-up reports, which greatly enhanced the social influence of enterprises.
2. The future development strategy of Laofengxiang Company
Looking forward to the future, we deeply feel that the development of Lao Fengxiang, like the whole jewelry industry, faces enormous challenges and opportunities. Judging from 20 13, the economic situation in at least the first half of the year is difficult to be optimistic. From Lao Fengxiang's own point of view, after the extraordinary growth in the first decade, the annual operating income soared from 654.38 billion yuan to more than 20 billion yuan, with a compound annual growth rate of over 30%. Can we achieve self-breakthrough on such a high base? Can you still climb to the goal of 30 billion yuan or even higher? Undoubtedly, it is a major test for the future development of Laofengxiang Company. The practice of Lao Fengxiang's rapid development in recent years proves that only by persisting in inheriting innovation, transforming development and advocating and carrying forward the spirit of "dare to think, dare to do and dare to break through" can we find a breakthrough from the traditional development model of enterprises. Inheritance has made Lao Fengxiang rich in culture, talents, ideas, technology and other aspects, and also cast Lao Fengxiang's golden signboard; However, it is our innovative thinking, ideas and innovative practice over the years that makes Lao Fengxiang phoenix nirvana and rejuvenate. It can be said that mechanism innovation is the key to the gathering of "Lao Fengxiang" talents; Marketing innovation is the key to Lao Fengxiang's market expansion: scientific and technological innovation is the inexhaustible motive force for Lao Fengxiang's development; Management innovation is the basis for the long-lasting prosperity of "Lao Fengxiang".
20 12 China jewelry yearbook
If we summarize the reasons for Lao Fengxiang's rapid development in recent years in a few words, we can vividly summarize them as follows: inheriting and innovating to open up development opportunities, science and technology leading the fashion trend, and brand culture driving marketing.
20 12 China jewelry yearbook
In the next few years' development, we will learn from the successful experience of previous years' development, continue to focus on implementing the strategic goal of "becoming superior, stronger and bigger", and take "becoming superior brand, strengthening main business, expanding industry and building the first brand of China national jewelry industry" as the goal, strengthen capital operation, actively integrate resources, vigorously adjust the industrial and product structure, and strive to form an industrial structure with fashion creativity as the mainstay and stationery and arts and crafts developing simultaneously.
In the process of development, we should strengthen the awareness of opportunities, grasp the pace of development, and strive to enhance the company's "five capabilities" with strategic vision, development concept, innovative thinking, accurate guidance and solid measures: market competitiveness, scientific and technological innovation, internal management, industrial expansion and sustained growth of benefits.
In addition, while the production capacity is further expanded, we will pay more attention to the soft power construction of enterprises, pay more attention to the simultaneous improvement of quality, price and gross profit margin, continuously enhance brand awareness and influence, continuously expand Lao Fengxiang's domestic market share and product profitability, continue to maintain the leading level in the same industry in China, and strive to truly build Lao Fengxiang into the first brand in China's national jewelry industry. Develop into a leading enterprise in Shanghai tourist souvenir industry and Chinese jewelry industry, and then realize the transformation of Laofengxiang brand from domestic brand to international brand, and strive to achieve and exceed the total business income of 30 billion yuan and the total profit and tax of 2 billion yuan by 20 15.
In the next five years, the brand development orientation established by Lao Fengxiang Co., Ltd. is "high-end brand, refined development, all-round extension and industry leadership". Among them, "high-end brand" embodies the development from single brand to series brand, from mid-range brand to high-end brand, from domestic brand to international brand, from traditional classic brand to fashion luxury brand. "Fine development" is reflected in the development from brand management to capital management, from traditional manufacturing to creative design, from decentralized management to integrated management, and from extensive management to fine management. "All-round extension" is reflected in the all-round extension from gold jewelry to jewelry, from downstream to upstream of the industry, from domestic market to international market, from jewelry products to arts and crafts, cultural and educational supplies, from manufacturing and sales to modern service industry. "Industry Leading" means that Laofengxiang Company will become the enterprise with the highest brand value and market share, the most complete product category and industrial chain, the highest talent concentration and staff quality, and the most advanced management and technology in the same industry in China. Specifically:
20 12 China jewelry yearbook
20 12 China jewelry yearbook
(1) Strengthen brand building and enhance corporate image by implementing brand strategy.
(2) Accelerate the development of chain stores, build a national marketing network system and build overseas marketing outlets.
(3) Pay special attention to the adjustment of business structure and realize the change of growth mode from quantity type to quality type.
(4) Give play to the leading role of Master Studio, establish a new mechanism for product development, and accelerate the adjustment of product structure.
(5) Highlight key points, increase investment in science and technology, and achieve key technological breakthroughs.
(6) Carry out multi-party cooperation to improve the energy level of jewelry design and manufacturing.
20 12 China jewelry yearbook
(7) Strengthen the protection of intellectual property rights to ensure the competitive advantage of enterprises.
(8) Further increase the investment in brand promotion, and constantly improve the overall image and value of Laofengxiang Company through thematic marketing, cultural marketing, advertising promotion, marketing, exhibitions and other channels.
(9) Strengthen the construction of internal control system, and under the framework of gradually improving the corporate governance system, establish a management model that matches the development of Lao Fengxiang's core industries to ensure the quality of enterprise development.
Feng Dan Chaoyang, Jin Feng Cheng Xiang. In 20 13, Lao Fengxiang, founded by 1848, is about to celebrate the birthday of 165. A century-old Lao Fengxiang will continue to advocate and carry forward the spirit of "dare to think and do, dare to break through", persist in inheritance and innovation, and persist in transformation and development. Laofengxiang people have confidence, responsibility and ability to build Laofengxiang into an internationally renowned brand and contribute to the rise of national brands in China!
20 12 China jewelry yearbook