Rendering of Wensheng Jewelry Creative Culture Industrial Park in Chengyang District

First, the development process of Qingdao Chengyang district jewelry characteristic industrial base

After nearly 20 years of development, China's jewelry industry has formed three major industrial bases in Guangdong, Zhejiang and Shandong. Jewelry enterprises in Shandong are mainly concentrated in Qingdao. There are more than 3,000 jewelry and related enterprises, including more than 300 finished product manufacturers 1.300, and more than 2000 auxiliary enterprises such as materials, ornaments, electroplating and machinery, with an annual output value of 65.438+0.000 billion yuan and about 6.5438+0.5 million employees. The jewelry produced has been exported to the United States, Europe and other parts of the world, accounting for. Chengyang District of Qingdao is the most concentrated area of jewelry enterprises, especially Korean jewelry enterprises. "Korean jewelry industry, Qingdao original" shows that Chengyang District has a unique advantage in the international jewelry industry. The development of Qingdao jewelry industry has played an important role in promoting the rational layout, optimization and upgrading of China's jewelry industry. The development history of Qingdao jewelry industry has gone through the following stages: (1) South Korea samples, Qingdao processing, South Korea sales; (2) Samples from South Korea, provided by China, processed in Qingdao and sold in South Korea; (3) Qingdao factory receives foreign orders, Qingdao processes them and Qingdao exports them; (4) Order-based processing, supplemented by independent research and development, production and sales.

II. Development of Jewelry Industry in Chengyang District of Qingdao 2006-20 12

1. Data Analysis of Jewelry Industry in Chengyang District, Qingdao

2006-20 1 1 Data analysis of industrial output value of enterprises above designated size.

2006-20 1 1 year industrial output value data analysis is as follows:

The road to the construction of China's jewelry and jade jewelry characteristic industrial base

Note: Before 20 10, the annual output value of enterprises above designated size was more than 5 million yuan, and the statistical caliber of 201/kloc-0 was adjusted to the output value of enterprises above designated size was more than 20 million yuan.

From the statistical data, the jewelry-related industries developed rapidly in 2006-2008, maintaining an annual growth rate of more than 15%. Due to the international economic environment, rising labor costs and other factors, the scale and output value of enterprises declined in 2065,438+00. Due to the change of statistical caliber of 20 1 1, the number of large-scale enterprises decreased greatly.

(2)2007-20 1 1 Analysis of two major jewelry markets.

From 2007 to 20 1 1, the sales of the two major jewelry markets (Qingdao International Arts and Crafts City and Qingdao China-Korea Commodity City) maintained rapid growth, from 4.8 billion yuan in 2008 to 6.573 billion yuan in 201/,an increase of 36.94%. In the past two years, although the industrial output value has declined, the number and sales of enterprises in the two major markets have maintained an increasing trend. Because Chengyang has a good environment for the development of jewelry industry and the industrial concentration has been further improved, some mainland jewelry enterprises have begun to move R&D and trading companies to Chengyang, and their production remains in the mainland. Chengyang District has gradually changed from a production base to a design, R&D and sales base.

2. Key projects of Chengyang Jewelry Industry Base

The key jewelry trading centers in Chengyang District mainly include Qingdao International Crafts City and Qingdao China-Korea International Commodity City.

Qingdao International Arts and Crafts City is developed and operated by Qingdao Wensheng Group. Relying on Qingdao Chengyang's natural advantage as the largest Korean jewelry manufacturing hinterland in Asia, it has become the largest Korean jewelry professional market in northern China, with a total investment of 400 million yuan, covering an area of about 43,000 square meters and a market business area of about 56,000 square meters. At present, Korean famous brands account for 70% of the brands, and they have the reputation of "South Gate Jewelry Market in Korea", which fully embodies the "Korean Wave in Jewelry Industry". In 2008, Qingdao International Arts and Crafts City was rated as the only "national AAAA-level tourist and shopping scenic spot" in Shandong Province, as "Shandong Cultural Industry Demonstration Base" and "Shandong Top Ten Professional Commodity Trading Markets". 20 1 1 even entered the "Top 30 Cultural Industries in Shandong Province".

In order to promote the transfer of jewelry industry design and research to China, Wensheng Group invested10.20 billion yuan to build Wensheng Jewelry Creative Culture Industrial Park, which will develop into a wearable fashion creative design base with jewelry as the core, and promote Qingdao to upgrade from "the hinterland of Asian and Korean jewelry manufacturing" to "the creative design base of Asian and Korean jewelry". The first phase of the project has been completed, with a construction area of 30,000 square meters. Perfect supporting facilities have attracted nearly 100 enterprises in jewelry research and development, creative design and brand fashion.

In order to keep the roots of jewelry in China, improve the professional education level of jewelry, and provide R&D and design talents for the development of jewelry enterprises, in 2007, Wensheng Group and Silla University jointly established the Jewelry Research Institute to conduct R&D and design of Korean fashion jewelry. At the same time, in cooperation with Silla University, a large number of jewelry design talents have been trained through Wensheng Zhu Bao Jewelry College, which has become a domestic Korean fashion jewelry R&D and talent training base.

Panorama of Qingdao International Crafts City

Qingdao Sino-Korea International Commodity City Project covers a total area of 260 mu with a total construction area of 400,000 square meters. It will be developed in three stages. The first and second phases have a building area of 6.5438+0.7 million square meters and more than 900 shops, mainly engaged in handicrafts, ornaments and semi-finished products. The merchants in the first and second phases are mainly from Yiwu, Zhejiang, Guangzhou, Fujian, Jiangsu, South Korea, Japan and other places. World-famous brands such as Swarovski, Li Anhua, Tianfu and Huangdu, famous Korean enterprises such as New Yong Guang and Xincheng, as well as Kong Jewellery, which ranks first in China in terms of production, sales and market share, have all settled in.

Located on the south side of Xingyang Road is the third phase of the project, with a total investment of nearly 654.38 billion yuan. The building area is 230,000 square meters and there are more than 4,000 shops. Mainly engaged in fashion accessories, handicrafts, small commodities and other formats, it is a large-scale comprehensive market integrating wholesale, retail, leisure shopping, commercial and residential office. After the completion of the whole commodity city, it can solve the employment capacity of more than 20 thousand people, the annual transaction volume is 8 billion yuan, and the annual tax revenue is more than 1 100 million yuan

3. Rich festival activities

Before 2007, the jewelry industry in South Korea, mainly in Chengyang District, was mainly based on manufacturing and processing trade. Products are basically exported through Dongdaemun, Seoul, South Korea. In 2007, Chengyang District completed the project of Qingdao International Arts and Crafts City, and the marketing window began to gradually shift to Qingdao. In order to further develop the jewelry industry and make it a characteristic industry in Chengyang District, since 2008, the annual Qingdao International Jewelry Festival in China, sponsored by the district government and China Gem Association, has formed a great influence in the industry and become an annual event in the Asian and Korean jewelry industry. The Lily Cup Jewelry Design Competition held in the same period has gradually developed into an important event in the fashion jewelry industry, attracting many jewelry design professionals and enthusiasts from South Korea and China to participate every year.

By 20 1 1 year, the total passenger flow of previous jewelry festivals will be 500,000, and the transaction volume will reach 2 billion yuan.

Consumers are carefully choosing their favorite accessories.

4. Outstanding development advantages

(1) Location advantage. Qingdao is adjacent to South Korea, forming a geographical advantage of industrial development. As we all know, Korean jewelry has always been ahead of the international fashion trend, which is not only the popular outpost of the international jewelry industry, but also the base camp of jewelry manufacturing. With such geographical advantages, promoting the cooperation between Qingdao and South Korea will undoubtedly provide a very good environment and platform for Chinese jewelry to enter the international market.

(2) Industrial advantages. Qingdao is one of the three major jewelry production bases in China, and Chengyang District is the most concentrated area of jewelry enterprises, with a huge industrial base. Qingdao has always been the main target city of jewelry industry transfer, and it is also one of the cities with the greatest development potential in China's jewelry industry. Large-scale distribution markets such as Qingdao International Arts and Crafts City and Qingdao China-Korea International Commodity City have been formed, attracting the attention of global mainstream market buyers such as Europe and America.

(3) Trade advantage. Qingdao is the international gateway of the China-Japan-Korea economic circle, with more than 65,438+million Korean businessmen and very active international trade. With the long-established international trade channels in Korea, Japan and Europe and America, it can be quickly radiated to Asian and European and American markets. With the help of the geographical advantage of China Jewelry North Regional Center, the purchasing cost of northern merchants can be greatly reduced. The holding of Qingdao International Jewelry Festival further enlivened the jewelry trade at home and abroad.

(4) Cost advantage. Jewelry industry is a labor-intensive industry. In the past, the transfer trend of jewelry industry was from the United States and Europe to Asia, from Hongkong and Taiwan Province Province to Guangzhou, then to Qingdao, and from Korea and Japan to Qingdao. At present, Qingdao still has obvious advantages of good industrial base, low labor cost and low operating cost among the three major jewelry bases in China.

(5) Policy advantages. Chengyang District actively responds to the adjustment of national macro-policies and changes in the international market, and gives support to a number of powerful backbone enterprises in terms of credit funds, preferential policies and import and export customs clearance. , a large number of small and medium-sized enterprises such as Qingdao Tunan Arts and Crafts Co., Ltd., Qingdao Jidong Gem Co., Ltd., Qingdao Shen Han Arts and Crafts Co., Ltd. and Diminko Pacific Jewelry Co., Ltd. have developed from obscurity to industry leaders in the competition, which has promoted the overall strength of the arts and crafts industry in Chengyang District.

Third, the existing problems

1. There is a great pressure on labor costs in production enterprises.

The survey shows that jewelry enterprises generally report that labor costs (including wages and social insurance) have increased too fast, and jewelry enterprises are labor-intensive enterprises, which makes many traditional labor-intensive enterprises, including jewelry industry, tend to shift to Heze, Zaozhuang, Henan and even Vietnam.

2. The degree of industrial agglomeration is not high.

Jewelry production enterprises are small in scale, with low degree of agglomeration and poor industrial relevance, and have not formed industrial clusters. There is a shortage of high-end jewelry designers and senior technicians, and it is stressful and costly to rely solely on enterprise training.

3. Low industrial level

Jewelry enterprises in the region are mainly engaged in base metal processing, and there are few high-grade jewelry production enterprises with small sales scale. Enterprises are still dominated by sample processing, with weak brand awareness, low product market awareness and low corporate profits.

Four. Future development direction, planning and main measures

1. Orientation of strategic development goals

(1) industry orientation. In the near future, we will focus on upgrading fashion accessories, focus on improving the level of raw materials, manufacturing technology and marketing network, and strengthen talent introduction and market supervision. In the medium and long term, we will realize the transformation from mass jewelry to mass jewelry and jewelry collection, and encourage capable enterprises to transform into high-end jewelry such as precious metals and jewelry.

(2) Market positioning. Based on Qingdao market, actively explore international and domestic markets. Recently, we have mainly increased sales outlets in first-tier cities in the domestic market, and mainly explored the Middle East and Southeast Asia markets in foreign markets. With the deepening of transformation and upgrading, products gradually move from low-end to high-end, and the focus of the international market should shift to European and American markets. Excellent enterprises should aim at entering the middle and high-end markets in Europe and America and improve the market level.

(3) brand positioning. In the near future, we should focus on cultivating independent brands of enterprises. In the medium and long term, we should pay equal attention to the regional brand and corporate brand of "Qingdao Jewelry". At the same time, using the influence of well-known brands, through collective participation and large-scale publicity activities, the visibility and reputation of the regional brand "Qingdao Jewelry" will be enhanced, and the grade and added value of Qingdao jewelry will be improved.

2. Planning concept

(1) Do a good job in the jewelry festival and live the market. Qingdao International Jewelry Fair should be held on the basis of previous successes. First, explore cooperation with China Insurance Association and foreign professional organizations, give play to the "international" effect of the Jewelry Festival, and drive export-oriented enterprises to participate in the Jewelry Festival. The second is to explore the deep integration of two professional market resources, build a complete industrial chain of jewelry accessories and finished products, and promote the simultaneous development and growth of export and domestic marketing models.

(2) Guide the jewelry design and marketing industry to accelerate development. Take advantage of the transfer of jewelry design power, accelerate the support of Wensheng Group jewelry creative design industrial park project, promote the project to start construction as soon as possible, and successfully complete the investment promotion plan. Encourage the expansion of the trade office area of China-Korea International Commodity City, and promote the continuous development and growth of the industry.

(3) Give full play to the strength of the association and form an industrial agglomeration effect. Through the integration of industry information resources by jewelry association, the enterprise information channels are unblocked, and various information means are used to publicize the jewelry industry through websites, e-commerce platforms, joint meetings and other forms, so as to promote the jewelry industry to the society, expand the jewelry marketing market, form a polymerization effect, and guide the entire jewelry industry to adapt to the situation and transform from a production base to a research and development base and a marketing base.

(4) Learn from the experience of advanced regions for common development. First, using the platform of jewelry association, organize different types of enterprises such as jewelry and fashion jewelry to participate in jewelry exhibitions, realize resource sharing and explore domestic and foreign markets; The second is to explore supporting measures such as talent training and financial support within the association to support the development of the industry.

3. Major initiatives

(1) Continue to improve the quality of China Qingdao International Jewelry Festival, and turn it into a well-known exhibition in China and internationally within ten years.

(2) Create a jewelry creative culture industrial park. Gather a group of jewelry design R&D enterprises with strong innovation ability and great influence on transformation and upgrading to form an internationally competitive R&D design center.

(3) Build an internationally renowned brand. Create an internationally renowned brand with leading enterprises such as Jidong Gem and Zhenke as the core, lead the fashion trend of Chinese jewelry, and guide the consumer demand in the jewelry market at home and abroad. With the help of the overall brand effect of a group of leading enterprises, we will establish a good image of "Qingdao Jewelry" regional brand at home and abroad, and fundamentally improve the product grade and added value.

(4) Improve the jewelry talent system. Through the combination of training and introduction, Qingdao jewelry talent highland will be built, with emphasis on supporting the talent demand for jewelry industry development.

Corner of the jewelry show

(5) Improve the financial support system. Establish a financing platform for the transformation and upgrading of the jewelry industry. Within the scope of the policy, financial institutions will give priority to providing financing support to creative enterprises engaged in jewelry design and research and development.

(6) Improve the market supervision system. Standardize industry standards, supervise quality and safety, deal with international trade and technical barriers, strengthen intellectual property protection, and safeguard the legitimate rights and interests of enterprises.

The road to the construction of China's jewelry and jade jewelry characteristic industrial base

4. Key implementation projects

According to the development of jewelry industry in Qingdao, especially Chengyang District, Qingdao Wensheng Jewelry Creative Design Industrial Park will be encouraged and supported. Relying on the international marketing window of Qingdao International Arts and Crafts City, we will further enhance the competitiveness of the jewelry industry by building a creative design industrial park.

The planning and construction of the project will follow the standards of cultural and creative industrial parks, strive to become the most professional jewelry creative design cultural park in Qingdao and even Shandong Province, develop into a wearable fashion creative design base with jewelry as the core, and promote Qingdao to upgrade from "the hinterland of Asian and Korean jewelry manufacturing" to "the land of Asian and Korean jewelry creative design".

Wensheng Jewelry Cultural Creative Industry Park is located in xia zhuang Street, Chengyang District, Qingdao, with a total construction area of 33 mu (about 2 1.78 square meters) and a planned construction area of 60,000 square meters. Committed to becoming the most professional jewelry creative design cultural industrial park in Asia. This project is invested by Qingdao Wensheng Group and jointly developed by Korean professional association. Introduce brand design studios or brand jewelry manufacturers from Japan, South Korea and other countries and China, Taiwan Province Province and Hongkong. Relying on Qingdao International Arts and Crafts City, an international marketing platform, the project absorbs the latest global popular information, specializes in jewelry creativity and design, and can transform the design into finished products in time, selling well in mainstream markets at home and abroad, becoming the Silicon Valley of Asian jewelry creative design.

The project of "Leading Jewelry Culture and Developing Creative Design Industry" aims to help wearable fashion creative enterprises with jewelry as the core develop into a fashion creative industrial park based in Qingdao, relying on Japan and South Korea and facing Asia-Qingdao Wensheng Jewelry Creative Design Industrial Park.

Through high starting point planning, high standard construction and high quality investment promotion, we will build an international, fashionable, industrialized and intensive jewelry creative design industrial base.

The project will be built into a jewelry creative design cultural park with jewelry design research and development as the core, and wearable fashion designs such as clothing will be introduced to further improve and enhance the competitiveness of Qingdao jewelry industry and increase the added value of the industry.

Panorama of Chengyang

The road to the construction of China's jewelry and jade jewelry characteristic industrial base