According to relevant statistics, the average life span of private enterprises in China is only a little over six years. Jin Lan has not only stepped out of the fate of ordinary private enterprises, but also become more and more solid and powerful. Jin Lan has experienced the baptism of blood and fire in the market economy, withstood all kinds of tests of life and death, and constantly developed and expanded in twists and turns. After years of development, the scale has been steadily expanded, the number and quality of personnel have been continuously improved, sales and profits have been continuously increased, market development has been gradually expanded, and technological innovation has been continuously improved. Looking back on the development history of Jin Lan, our development process can be roughly divided into three stages: 1986 to 1990. These five years are the most difficult period for the company's development, which is difficult for ordinary enterprises to experience. It can be said that everything starts from scratch.
This period can be said that our material is a failure, but our spirit is rich. "If you don't die in silence, you will explode in silence." After five years of hard work, we overcame the unimaginable difficulties in the early days. The five years of searching up and down not only created conditions for future development, but also gained rare confidence and precious spiritual wealth, forming the embryonic form of corporate culture. This stage is roughly from 1990 to 1997, which is the most brilliant and prosperous period of our enterprise. After five years of unremitting efforts, on August 20th, 1990, 1990 293, Jin Lan was approved by the head office of the People's Bank of China, which became the starting point for the rapid growth of the enterprise. Since then, our production and operation have entered the normal track. After the fixed point was completed, everyone was full of pride and enthusiasm, and Jin Lan moved towards the fast lane of development.
1, focusing on product development. Products are the key for us to seize other people's markets. At that time, we were able to grow in the cracks of others because we made great efforts in product development and caught up. During this period, the company created well-known fox tail chain, car flower chain, Thai earrings and other products in the jewelry industry. This is also one of the most important reasons why we can come from behind.
One is active learning.
The second is to set up product research and development institutions.
The third is to give full play to the advantages of imported equipment. First of all, we introduced two sets of 32 sets of necklace manufacturing and casting equipment. Subsequently, Japanese casting machine, bat chain production line, Swiss-Italian electroforming production line, computer engraving mold production line and platinum production line were introduced in 1994, 1996 and 1997. The recovery and introduction of these equipments promoted the rapid development of production.
2. Taking advantage of the innovation of enterprise system, we have seized the business opportunities of development and created the impetus for the improvement of popularity. 1992 We established "Zhongsen Jewelry Co., Ltd." with Morita Gold and Silver Jewelry Co., Ltd. of Taiwan Province Province ... at that time, the national gold market had not been liberalized. This is the first Sino-foreign joint venture in China's jewelry industry. The purpose at that time was to introduce equipment to solve some technical problems and improve the technological level. Although Taiwan Province was not realized in the end, it played an important role in promoting the expansion of our popularity. At that time, industry leaders, provincial and municipal leaders and retailers from all over the world came to attend the opening ceremony, which had a great influence, aroused widespread concern inside and outside the industry and improved the company's popularity.
During this period, we constantly carry out institutional innovation. The company was originally a township enterprise in Chengguan, because the treatment enjoyed by various ownership enterprises at that time was very different. Unlike today, the difference between private enterprises and state-owned enterprises has been relatively small. After hard work, in June 1994, the municipal government approved that we should be under the centralized management of the Light Industry Bureau, and the company officially became a municipal enterprise, changing from a collective enterprise to a state enterprise. In August of that year, our company was identified as one of the four deputy county-level enterprises. 1995 Hubei Jin Lan Jewelry Group Co., Ltd. was established with the approval of the Provincial Economic and Trade Commission, and is the first enterprise group in China's jewelry industry and Zaoyang City. This continuous innovation in the system has played a positive role in attracting talents, financing, improving market position and expanding popularity.
3. Pay attention to brand building. Jin Lan Group paid attention to brand building from the beginning, and the company hired a professional advertising company to shoot the advertisement of "Jujube Gold", which was ahead of the whole industry. Company 9 1 began to advertise in Hubei TV station, but at that time, the industry did not have this awareness. At that time, our products were in a dominant position in Wuhan, and our products were sold in several best-selling places such as New World and Liuduqiao.
1998, Jin Lan began to advertise on CCTV, first on the list of CCTV 1, and then invested nearly1600,000 to broadcast an advertisement with the theme of "Jin Lan Jewelry, Your World" on CCTV 8 for one year. Many people in the industry still remember it. This is also the first enterprise in the jewelry industry to advertise on CCTV, which has improved our visibility in the industry, established a good corporate image and established our position in the national jewelry industry.
4. Pay attention to marketing strategy and make continuous progress in market development. This stage is from 1997 to the present. After the rapid growth in the 1990s, enterprises have gradually grown up, but the internal and external environment of enterprises has also undergone major changes.
The first is that the market has changed. With the gradual liberalization of the gold market, all kinds of private capital have also poured into this industry, and the competition has intensified.
Secondly, people's interests have also entered a period of adjustment.
In the heyday of our development, we realized that when everything comes to the extreme, we will face two fates, either dying in glory or sublimating in glory and moving towards greater glory. In view of the internal and external changes of the above-mentioned enterprises, the company actively adjusted its strategy. During this period, we have done a lot of work, mainly in the following aspects:
1, industrial restructuring. Due to major changes in the industrial environment, we adjusted the industrial structure in time.
The first is to develop the retail industry. We realize that sooner or later, the gold market will be liberalized and retail will develop greatly. We will shift from production to retail in due course. 1997 We opened the first retail gold store in Xiangfan-"Xiangfan Jin Lan Jewelry Gold Store". Starting from this year, the retail industry will be developed, and retail gold shops will be opened in major cities in the province. The great development was after 2000, and now the retail industry has developed from a sideline in Jin Lan to half of the country, until it became the life pillar of Jin Lan Group.
The second is diversification. Because the competition in the jewelry industry is fierce and the market is allocating resources, we are most like Shenzhen, but we can find another way. The company has been looking for opportunities to enter other industries. In 2004, we merged Hubei Longfei Friction and Sealing Material Co., Ltd. (formerly Hubei Friction and Sealing Material Factory), which marked that Jin Lan entered the auto parts industry from the jewelry industry and realized a diversified pattern. The acquisition of Longfei Company is an important strategic move of the company. Now the restructured Longfei Company has passed the initial difficulties and will become a new pillar industry of the company in the future.
2. Product structure adjustment. The initial stage of this adjustment is in the second stage. At that time, we visited Malaysia, Hong Kong and other countries and regions and found that jewelry production was highly specialized. Professional manufacturers of bracelets and necklaces continuously produce high-quality products. This has given us great inspiration.
3. Adjustment of interest relationship. It has changed the single pattern of taking wages as income in the past and formed three major interest systems with wages, bonuses and shareholders' dividends as the main body.