20 12 under the double pressure of the persistent weakness of the international market and the economic downturn in China, the development of China's jewelry industry is facing severe challenges of survival, development, transformation and upgrading. However, as early as 20 1 1, Chinese jewelry import and export companies, mainly engaged in foreign trade, had already felt the pressure and challenges brought about by the continued international economic downturn and quickly adopted countermeasures. After scientific research and demonstration, it finally moved towards a comprehensive strategic transformation.
1. Realize strategic transformation and focus on developing the domestic market.
The traditional main business of China Jewelry Import and Export Corporation is mainly the import and export of jewelry and precious metal raw materials, which has been at the leading level in the industry for a long time. In particular, the gold jewelry import agency business, with its qualification advantages, professional services and excellent reputation, has become the designated import agent of many international first-line jewelry brands, and has achieved brilliant achievements and recognized reputation in the jewelry import and export field. However, in recent years, the sustained weakness of the international economy and the sharp fluctuation of international raw material prices have greatly affected the company's original main business, and the growth rate has begun to slow down, which has brought great challenges to the company's development goal of expanding its business scale and stepping up its overall strength to a new level.
In order to achieve new breakthrough and development, according to the core goal of central enterprises' reform and development during the Twelfth Five-Year Plan period-"to be stronger and better, and to cultivate world-class enterprises with international competitiveness", the State Council State-owned Assets Supervision and Administration Commission (SASAC) requested large central enterprises to "take the market-oriented road and eventually move towards the capital market", and the rapid development of domestic jewelry market and the increasing rationality of domestic jewelry consumers, Chinese jewelry import and export enterprises sized up the situation. Two strategic decisions have been re-formulated: first, the strategic development should be carried out on two legs. On the basis of ensuring the stable development of the original import and export business, we should focus on exploring the domestic market and shift the focus of our business from the import and export field of jewelry foreign trade to the domestic retail field of jewelry; The second is to build core competitiveness, cultivate its own brand, and turn from a jewelry trading enterprise to a jewelry product and service brand enterprise, so as to enhance enterprise value and realize sustainable development. Therefore, China Jewellery Import & Export Corporation has integrated its superior resources and launched a heavyweight jewelry brand "China Jewellery" named "China" to the domestic market, striving to become a top brand with top product design, cultural connotation and professional service in China's jewelry industry.
20 12 China jewelry yearbook
2. Give full play to the historical advantages of central enterprises, and forge a high-quality brand of "Chinese jewelry"
At the beginning of the birth of "China Jewelry" brand, China Jewelry Import and Export Corporation had a clear understanding of the domestic market situation and its own brand positioning. On the one hand, while the domestic jewelry market is developing rapidly, the competition is becoming increasingly fierce. Especially in the macro environment of 20 12 domestic economic downturn, jewelry enterprises are also facing the pressure of transformation and upgrading. Many enterprises with weak financial strength, vague brand image, serious product homogeneity and lack of characteristics will be eliminated and the process of industry integration will be accelerated. On the other hand, with the enhancement of people's consumption power and the maturity of consumer psychology, jewelry consumption demand is developing in the direction of diversification and individualization, product prices are becoming increasingly transparent, and the profit space brought by pure quantity growth is gradually narrowing. Therefore, China Jewellery Import and Export Corporation has clearly defined and adhered to the strategic guiding principle of "building cultural brands, digging deep into market segments and adopting differentiated competition strategy" to shape the brand characteristics of "Chinese Jewellery", which is also its core competitiveness in coping with fierce market competition and macroeconomic changes.
20 12 China jewelry yearbook
The profound professional qualifications and historical accumulation of China Jewelry Import and Export Corporation also provide many unique advantages for this brand strategy. First of all, as a central enterprise and a national prefix brand, as one of the witnesses and pioneers in the development of China's jewelry industry after the reform and opening up (they have made pioneering contributions in promoting the start and development of China's diamond industry, organizing domestic jewelry industry enterprises to participate in professional exhibitions overseas, and establishing large-scale domestic jewelry exhibitions), the brand of "China Jewelry" has an innate sense of responsibility, mission and higher vision and perspective. We can build our own brands and products from the height of promoting the development of the whole jewelry industry, from the height of carrying forward and inheriting China's jewelry culture for thousands of years, especially from the height of the protection and development of traditional jewelry techniques that have been paid more and more attention in recent years, so that the "Chinese jewelry" brand has a soul. The unique jewelry culture accumulation and connotation make "Chinese jewelry" occupy a highly competitive position from the beginning. Secondly, as one of the earliest companies in China's jewelry industry to go abroad and carry out foreign exchange and foreign trade business, "China Jewelry" brand also has a deep understanding of western jewelry culture, especially its long-term cooperation with several top international jewelry brands, which makes it learn from many advanced experiences in products, design, business philosophy and so on, and integrate them into its own brand building. Therefore, the brand "Chinese Jewelry" combines the jewelry culture of the East and the West with the fashion concept of the East and the West, thus having a unique brand temperament.
More importantly, China Jewelry Import and Export Corporation, relying on the superior resources accumulated in jewelry import and export business for a long time, such as top jewelry designers at home and abroad, precious metal importers, top processing partners at home and abroad, can quickly transform the cultural connotation and concept of "Chinese jewelry" brand into jewelry design and physical products, forming different characteristic series to meet the needs of domestic consumers. At present, China Jewellery Import & Export Corporation has cooperated with outstanding designers from Hongkong, which is at the forefront of the blending of eastern and western cultures, Taiwan Province Province and the mainland, which have a good inheritance and interpretation of the traditional culture of the Chinese nation, and launched the "Simiao Series" products that show the company's entrepreneurial spirit. And the "Xiu Zhu Yue Ying Yi Feng Qing Series" products, which represent the brand style of "Chinese jewelry" and take "bamboo" as the design theme, are full of Chinese cultural implication and humanistic feelings.
20 12 China jewelry yearbook
China Jewellery Import & Export Corporation also cooperated with senior designers in Taiwan Province Province, and through in-depth excavation of traditional Chinese painting, poetry, allusions and other China cultures, launched a variety of "Chinese Jewellery" brand cultural jewelry products, spreading the essence of Chinese civilization to the world with jewelry as the carrier. At the same time, China Jewelry Import and Export Corporation plans to select the essence of western jewelry culture, cooperate with top foreign designers, combine the current western jewelry fashion concept with China consumers' buying habits, and launch representative "Chinese jewelry" brand royal series, love series, fashion series and other products, so that domestic consumers can feel the western jewelry fashion trend from a distance.
In addition, in view of the obvious differentiation of consumption levels in the domestic jewelry market, "China Jewelry" brand has made different levels of planning for the entire product line. Among them, 30% products are high-grade series products representing brand characteristics; 70% products are specially designed for middle-class consumers. Luxury is not luxury, high-end quality and people-friendly prices have created a brand-new luxury consumption proposition, allowing more consumers to enjoy the fashion experience of top jewelry.
The success of a brand, besides brand culture, innovative design and product research and development, its operation and management system are equally important. As a central enterprise with corporate governance structure, China Jewelry Import and Export Corporation has a perfect and mature modern management system. Since the strategic transformation, the company has made a long-term strategic plan for the overall operation of the "China Jewelry" brand, with the goal of building a top jewelry brand and listing in the domestic capital market, paying attention to the brand's sustainable development and social responsibility, accessing the latest international social responsibility ISO26000 standard, establishing a rigorous, flexible and efficient market management mechanism, attaching great importance to the construction and training of professional brand operation teams, and showing the elegant and elegant jewelry world to domestic consumers.
3. Quickly expand the market with personalized promotion and multi-channel network.
In terms of sales channel construction, "China Jewelry" brand also adopts differentiated promotion strategy, and personalizes high-end customers through clubs, high-end customer salons, flagship stores and other places to sell top products; At the same time, we will select senior and high-quality partners in the industry, explore the domestic market by franchising and franchise chain mode, quickly build a retail network and serve a wider range of domestic consumers. Now we are looking for provincial general agents and franchisees nationwide. In addition, "China Jewelry" brand attaches great importance to promotion and service. On the one hand, provide unified VI image standards and various promotional items, standardize shop decoration, props, display and display, and create a comfortable shopping environment; On the other hand, advertising support is provided through various media, and all-round and professional franchise services are provided through store location, investment evaluation, opening planning, franchise training and operation guidance. Really implement and embody the brand management concept of "Chinese Jewelry", "Laugh with customers and grow with the brand".
Within less than a year after its launch in the domestic market, the brand "China Jewelry" has rapidly completed a series of work such as brand system construction, packaging and promotion, and the market has spread all over more than ten provinces such as Beijing, Tianjin, Shanghai, Shenzhen, Henan, Shandong, Shanxi, Jiangsu, Zhejiang, Jiangxi, Fujian, Guangdong, Hubei, Chongqing, Sichuan and Jilin.
However, the construction of any brand is a long-term systematic project. China Jewellery Import and Export Corporation will closely focus on strategic transformation and the realization of the "Twelfth Five-Year" reform and development goals of central enterprises, adhere to the development strategy of transformation and upgrading, scientific and technological innovation, international operation, strengthening enterprises with talents and harmonious development, and be able to calmly cope with the turbulent changes in the domestic and international economic situation and realize sustainable development.
20 12 China jewelry yearbook