2009 China Jewelry and Jade Jewelry Guide
1. Elegant turn, the first platinum fashion.
Riyue Group, founded in 1987, is a partner of Laofengxiang Jewelry Factory, and all products are branded as "Laofengxiang". Yu Tuliang found that the prices of the same products with and without brands are very different, and the sales volume is also very different. But no matter how good your product is, it is also "making wedding clothes for others."
1995, the joint operation between the two parties is about to expire, which means that the products of "Riyue" can no longer use the old Fengxiang brand that has been recognized by consumers. Everyone has doubts about the future of the enterprise and seems to be depressed. However, Yu Tuliang felt that this was not a bad thing, because "babies will be weaned one day", so he came up with the idea of creating his own brand. After in-depth market research, Yutu made a bold decision to target the platinum market and develop new products. Because before this, "Sun Moon" had the foundation to develop the platinum market: 1994, it established two joint ventures with China, Hongkong and Japan to produce platinum and 18K gold jewelry, which soon produced economic benefits.
In this way, Yu Tuliang finally decided to invest more than 20 million yuan to introduce the first set of platinum diamond-encrusted and platinum production lines in China. Faced with numerous objections, he made a military order: if the product is not profitable, he is willing to take responsibility and work for the company for several years.
2. Intensive cultivation, set an industry example.
Facts have proved that Yu Tuliang's decision is correct. In just five years, platinum jewelry has become one of the most popular jewelry products in China, and China has become the first country in platinum consumption in the world. As a result, Riyue Group has become the leader of platinum jewelry manufacturing industry in China and even the world, and its economic benefits are rising step by step.
With the increasing demand of consumers for product technology and styles, Yu Tuliang realized the importance of technological innovation in the jewelry industry. After research, the company decided to invest heavily in large-scale innovation of the original production technology, technology and equipment. The success of technological innovation has put enterprises on the fast track of development. 1998, the sales of "Riyue" exceeded 10 billion yuan.
In order to make the enterprise bigger and stronger, Riyue Group took the lead in setting up a jewelry design and research center in the industry, and hired famous jewelry designers from Italy and Hong Kong to design products for the company. This product won the first prize in the national jewelry design technology competition twice in a row.
3. Improve skills and build the cornerstone of the brand.
Quality is the soul of a brand, and talents are the foundation to ensure quality. Yu Tuliang completed the M BA course of The Open University of Hong Kong, which provided employees with opportunities to go out for training and study. He also often invites university professors to give lectures on management in the company.
"Ming" brand products have never had quality accidents in 18 years, and have been qualified in previous special inspections and sampling inspections by state authorities; 1997 "Ming" brand jewelry became the first batch of inspection-free products in Zhejiang province; 1998 became a famous brand product in Zhejiang province; In 200 1 year, "Ming" brand was rated as a famous trademark in Zhejiang province and a famous brand in China's jewelry industry. In 2004, "Ming" brand gold jewelry became one of the first famous brand products in China. In the same year, at 1 1, "Ming" brand was recognized as a well-known trademark in China by the State Administration for Industry and Commerce.
4. Wonderful transformation, brand image upgrade
2009 is a landmark year in the history of Shengshu Jewelry for more than 20 years. This year, on the basis of re-evaluating the brand's core competitiveness, Win Digital Jewelry has undergone a brand-new positioning and upgrading: a brand-new brand logo has been launched, and a world-class team has been invited to create a TVC image ... ...
The purpose of this move is clear: focus on retail and strengthen effective communication with end consumers. In the past 20 years, Winsome Jewelry has been focusing on the improvement of product quality and technology. With its good reputation and scale advantage in the industry, Win Digital Jewelry has successfully established a comprehensive and diversified sales channel covering the whole country. The trend of the whole jewelry industry is that the channels are more and more flat, and many upstream enterprises have established their own terminals, striving to influence consumers more effectively through their controllable channels, thus establishing long-term brand loyalty in the minds of consumers.
In order to adapt to this new trend of the industry, consolidate the position of the industry and win a few jewels, we spare no effort to continue to invest in product research and development and channel expansion, and based on the existing core competitiveness of the brand and the research on consumers' deep consumer psychological needs, we have made a brand-new positioning of the company's overall brand image.
In the future, Winsome Jewelry will bring consumers richer and more emotional personalized jewelry series based on extraordinary platinum skills and leading position in the field of platinum jewelry with cutting-edge development and design concepts.