Lao Fengxiang is a listed company, a top 500 enterprise in China, a century-old national brand, a famous jewelry brand in China and a classic jewelry brand in China spanning three centuries. Lao Fengxiang, founded in 1848, has experienced 160 years and is a century brand of Chinese jewelry industry. Shanghai Laofengxiang Co., Ltd. evolved from Laofengxiang Jewelry Store and was established in 1848. The originality of its trademark "Lao Fengxiang" also stems from the font size of Lao Fengxiang jewelry store. Laofengxiang Company has developed into a large-scale jewelry enterprise group integrating science, industry and trade, with more than 20 subsidiaries including Laofengxiang Jewelry Co., Ltd., Laofengxiang Jewelry Research Institute Co., Ltd. and Laofengxiang Diamond Processing Center Co., Ltd., 4 professional branches including jewelry factory, silverware factory, gift factory and profile factory, as well as more than 60 chain jewelry stores, more than 300 specialty stores and 1000. In August of 20 16, Lao Fengxiang was ranked 365th in "Top 500 Chinese Enterprises in 20 16". 20 19 12 18, people's daily "China brand development index" 100 list ranked 87th.

In recent years, Laofengxiang Company has vigorously promoted resource integration and system reform, actively focused on brand superior resources, followed the brand strategic development policy of "based on Excellence, based on strength and aiming at enlargement", vigorously promoted the development of marketing network, actively adjusted product structure according to market consumption changes, continuously expanded brand promotion, and held colorful promotional activities, making Laofengxiang brand a household name in Shanghai and in East China.

Lao Fengxiang adheres to the brand development strategy and brand marketing strategy for a long time, takes the brand as the guide, expands the national market, and improves the marketing network layout. The leap-forward development strategy of enterprises has achieved remarkable results. The total national sales increased from 7 1 10,000 yuan in 2006 to 249.97 million yuan in 2006. Lao Fengxiang has more than 700 chain stores and more than 2,300 sales outlets nationwide, with a market coverage rate of over 90%, and is in a leading position in the industry. On this basis, Lao Fengxiang accelerated the pace of overseas expansion. In 20/0/2, Kloc opened the first foreign Laofengxiang store in Sydney, Australia, and began to expand to Hong Kong, Macao, Europe and America. In marketing strategy, we should adhere to the idea of "innovation drives transformation and development", adhere to the policy of "creativity drives design, culture creates value, skills follow the trend, and brand marketing gains the market", carry out product innovation and marketing innovation, develop high-end products, open new marketing channels such as VIP, and try a new model without store marketing. In product development, we have started the extension of fashionable high-end products and are in line with international standards.