In 20 12, the financial crisis in the European union further expanded. The increase in the US fiscal deficit has led the government to cut spending, and the inflation problem has become more obvious, which has led to a slowdown in economic growth in emerging economies. As a result, under the double pressure of the international market's continuous weakness and China's economic downturn, Chinese jewelry enterprises are generally facing severe challenges of survival, development, transformation and upgrading. Here, try to talk about the present situation and development countermeasures of Huachang Jewelry from the following four points.
1. Challenges faced by jewelry enterprises
At present, the reasons why jewelry enterprises are facing challenges are not only objective factors such as weak economic environment and fierce competition in the industry market, but also common subjective reasons such as their own inadaptability to the global economic situation, weak product innovation, backward management mode, poor capital operation and lack of talents.
As far as the field of jade inlay is concerned, thousands of jewelry enterprises, large and small, flocked in after seeing the gold inlaid jade products of Huachang Jewelry and other companies popular in the market, which once caused a lively or "prosperous" market scene. However, due to the differences in financial support, skill level, quality control, business philosophy and corporate vision, the present situation of jade inlaid products in the market is serious homogenization, uneven quality, chaotic pricing and poor competition order, which also causes the development of many jewelry enterprises in this sub-sector to be weak or stagnant or unsustainable. The same should be true for other market segments of the jewelry industry.
20 12 China jewelry yearbook
2. Advantages of Huachang Jewelry Company
2. 1 brand advantage
Huachang Jewelry 1938 was established in Shanghai, and the company 1998 was established in Putian, Fujian. The core skill of Huachang Five Dynasties-"Interlaced Gold, Silver and Jade Mosaic Technology" originated in Hong Kong 1902. The company now has 6 centers, 6 factories, 3 subsidiaries and 10 branches. Huachang Jewelry has successively won heavyweight honors such as China well-known trademark, China Time-honored Brand, China Gold-inlaid Jade No.1 Brand, China 500 Most Valuable Brand and China Top Ten Light Industry Crafts. "Huachang's gold and silver jade inlay technology" is a Fujian intangible cultural heritage project and a national intangible cultural heritage declaration project, and it is a leading enterprise and symbolic brand in the field of gold and jade inlay in China's jewelry industry.
2.2 Technical advantages
After five generations and more than 70 years, the "gold and silver inlay technology of Huachang replacing jade with gold" has been passed down from generation to generation, and now it is emitting more dazzling brilliance. As the only "China Time-honored Brand" enterprise in Fujian Province, and one of the few enterprises in the national jewelry industry, Huachang Jewelry has the only provincial-level technical center in Fujian jewelry industry, and established and led the work of the inlaid jewelry sub-technical committee of the National Jewelry Standardization Technical Committee. Huachang's "Regulations on the Mosaic Fastness of Thousands of Gold" has been determined as the general standard of the national jewelry industry, and its innovative technology has filled the gap in the industry, and its technological advantages are at the leading level in the industry, and it has been rated as "provincial innovation pilot enterprise" in Fujian Province.
20 12 China jewelry yearbook
Huachang people always adhere to the quality policy and business philosophy of "people-oriented, dedicated service, quality-oriented, reputation wins", and strictly control production and quality. Wrong gold and silver is a craft that relies on pure manual work. The technical requirements are quite elaborate, difficult and time-consuming. However, Huachang Jewelry insists that every piece of high-quality goods is carefully crafted by hand. Therefore, Huachang gold inlaid jade products are widely praised by consumers and peers, and Huachang's craftsmanship is also the first in the whole jewelry industry.
2.3 Cultural advantages
Huachang Jinyu mosaic product is not a simple division of gold and jade, but a perfect combination of gold and jade, a tribute and interpretation of China traditional culture, and a summary and sublimation of China classical art.. The marriage between Jin and Yu, symbolizing dignity, auspiciousness and difference, has always been loved by the people of China. In August of 20 12, Huachang Jewelry won the title of "Top Ten Cultural Enterprises in Fujian Province in 2010/year", which fully affirmed Huachang Jewelry's contribution to the construction and promotion of jewelry culture in Haixi and even the whole country.
At the same time, Huachang Jewelry has made great efforts to build a 3,600-square-meter "China Jinxiangyu Creative Culture Industry and Standardization Promotion Center" and "Jinxiangyu Boutique Hall" in Shanghai, aiming at promoting the culture and products of Jinxiangyu to consumers all over the country and continuing to inherit and develop the cultural and technological achievements of China Jinxiangyu.
Huachang Jewelry's gold-inlaid jade products have continued the palace craftsmanship of the Qing Dynasty and mastered the world-class gold-inlaid jade craftsmanship, so we can't simply understand her value with the concept of gold investment. At present, the low-end gold inlaid jade products in the market will be affected by the price trend of gold and jade, but Huachang's gold inlaid jade products have the advantages of strict process requirements, high art collection value and strong wear resistance, and have high added value, which is little affected by the price fluctuation of materials market.
2.4 Management advantages
In terms of hardware construction, Huachang Jewelry has built a high-standard factory building with an area of 100 mu and a total area of more than 20,000 square meters, introduced advanced standardized and modern processing production lines at home and abroad, advanced all-round digital product inspection system and perfect measurement system, and set up strict inspection institutions and modern measurement rooms to ensure normal operation; In terms of software construction, Huachang Jewelry introduced and built an information management system, adopting the mode of combining standardization with informatization.
In terms of operation and management, Huachang Jewelry has introduced ISO900 1:2000 quality management system, ISO 1400 1:2004 environmental management system and OHSMS 1800 1 occupational health and safety management system to carry out excellent performance management. In terms of development planning, Huachang people adhere to the brand management line, establish a perfect service system and terminal management team, put culture in a prominent position in brand building, fully implement the "365 service model", take customers as the center, take win-win as the goal, establish and improve customer relationship management through flexible marketing and service means, and inject deeper, broader and newer cultural connotation and more added value into products.
3. Innovation and achievements of Huachang Jewelry Company
As the inheritor and protector of intangible cultural heritage projects, Huachang Jewelry takes it as its responsibility to inherit and develop this traditional skill. For more than 70 years, Huachang people have spared no effort to inherit this traditional skill and focused on cultivating the fifth generation of skill inheritors. At the same time, Huachang Jewelry attaches great importance to the innovation of products, technology and business philosophy, and adopts the mode of "production, learning and research" to sign the "inlaid jewelry standardization alliance" with Fujian Institute of Standardization; Signed "Science and Technology R&D Alliance" with China Geo University (Beijing) Jewelry College and Shanghai school of visual arts Fashion Design College of Fudan University.
Huachang Jewelry initiated and led the establishment of "cross-strait interoperability standards" cooperation relationship with China Taiwan Province Jewelry Association, which is of positive significance to the cross-strait jewelry industry; Huachang Company has established a provincial enterprise technology center. On the one hand, we strive to absorb the profound connotation of China culture and the essence of traditional techniques; On the other hand, we learn from the advanced design concepts and fashion expressions of Europe, America, Japan and South Korea, and combine the "mosaic technology of wrong gold, wrong silver and wrong jade" handed down by the founder Zhang Guowang for four generations, and constantly innovate new representative products with China traditional aesthetic feeling and international fashion style and rich Huachang characteristics.
20 12 China jewelry yearbook
"Huachang Gold, Silver and Jade Embedding Technology" was selected into the provincial intangible cultural heritage list, and its products and technologies won 3 invention patents, 2 utility model patents and 39 appearance patents issued by China National Intellectual Property Administration.
The product lines of Huachang Jewelry mainly include gold inlaid jade series, jade inlaid gold series, thousand gold inlaid natural and synthetic gemstones series, jade carving series and so on. Dozens of product categories, such as Jade Harmony, Jade Jue, Twelve Hua Xian, Knight, Meeting Happiness and Olani, have been introduced, and there are various new products. At the 20 12 Shenzhen International Jewelry Fair, Huachang took this opportunity to hold a new series of colorful treasures "Aolanni", and at the same time showed each set of exquisite inlaid gold jade. For example, the Jin Yu CuO bamboo slips series in Fu Zhi; "Cheng Xiang" Jinyucuo folk custom series; "Good luck, coming" Jin Yucuo lucky series; "Hui Guang" Jin Yu CuO ancient invention series; Rainbow sweetheart (colorful treasure) series; China Kowloon (Jinyucuo) Series ...
4. Future development planning of Huachang Jewelry.
In the future, Huachang Jewelry will continue to carry forward the century-old exquisite skill of "gold inlaid with jade", speed up the strategy and positioning of combining product "R&D design" with "life aesthetics", pay more attention to the "aestheticization of daily life" of jewelry design, that is, directly introduce aesthetic attitude into real life, and make people's daily life more and more full of artistic temperament. At the same time, the "new view of traditional culture" which emphasizes the brand connotation focuses on the extension of Huachang brand and tries to erase the boundary between art and daily life; Paying attention to "excellent strategy" and "artistic self-discipline", Huachang's design team has always advocated "continuous self-denial", boldly trying to create excellent products from the aspects of structure, color science, humanity and imagination, leading the trend, but refusing to be imaginative and artificial.
Huachang Jewelry has been committed to inheriting, spreading and reviving the skills and culture of "gold inlaid jade", and constantly standardizing and innovating through its own high standards and strict requirements, driving Chinese jewelry brands to the world; We will constantly sort out, compile and improve Huachang Jewelry. The historical pedigree of China's gold inlaid jade, and the construction of Huachang Jewelry China Gold inlaid jade museum will strive for the revival and prosperity of gold inlaid jade culture.