1. Enterprise profile
Shenzhen Guo Fu Gold Co., Ltd. is an international joint-stock enterprise dedicated to the comprehensive development of precious metal cultural industry, focusing on the development, design, processing, sales and brand operation of collection-level cultural precious metals and high-end cultural artworks and gifts such as gold, platinum and inlaid jewelry. The company was founded in 1999, formerly known as Shenzhen Fuli Industrial Co., Ltd., with an existing office area of 10000 square meters, nearly 1,000 employees and a sales scale of nearly 1 100 million.
As a comprehensive member of Shanghai Gold Exchange and the first governing unit of Shanghai Gold Exchange, and one of the first enterprises in Shenzhen and even the whole country to win the honor of "China Famous Brand", Guo Fu Gold attaches great importance to introducing outstanding talents, advanced technology and management concepts, cultivating and building excellent corporate culture and core competitiveness, and advocating brand development. In the course of more than ten years' development, Guo Fu Gold has always adhered to the enterprise spirit of innovation leading the development of the industry, and created a number of industries: the first to conduct product testing in the National Jewelry Quality Testing Center, the first to withdraw from the concept of brand consumption at the Shenzhen International Jewelry Exhibition (the first in 2000), and the first to use bar codes for product management. While making brilliant achievements in the F& era, Guo Fu Gold has also made fruitful achievements in brand building, cultivating and shaping four high-quality brands such as Guo Fu Gold, a famous model brand in the domestic precious metal industry, and high-end jewelry fashion brands such as Asung, Manfu Brand and F & ampf Aishang.
Due to the strength of the enterprise and outstanding market performance, Guo Fu Gold has successively won the franchise manufacturers and distributors of precious metals and jewelry products such as the 2008 Beijing Olympic Games, the 20 10 Shanghai World Expo, the 20 10 Guangzhou Asian Games, the 2065438 Shenzhen Universiade and the 20 12 London Olympic Games in recent years. Once the Olympic gold "China Seal" and the Expo "Riverside Scene at Qingming Festival" and other related licensed products were launched, they caused an upsurge in precious metals investment and collectors, causing a huge social sensation.
20 12 China jewelry yearbook
Since its establishment, Guo Fu Gold has formulated a three-step enterprise development strategy of product management, brand management and capital management and firmly implemented it, determined to become a leading enterprise in the high-end industry of precious metal culture in China. At present, the company is in the transition stage from brand management to capital operation. 20 1 1 At the end of the year, Guo Fu Gold completed the shareholding system reform. On 20 12 1, the enterprise was officially renamed from the original "R&F Industry" to its current name.
2. Comparative advantages and core competitiveness of enterprises
2. 1 product development
Guo Fu GOD has two product R&D design centers in Beijing and Shenzhen, with nearly 100 product ideas and R&D designers. Most of the team members are artistic elites from well-known domestic art colleges such as Tsinghua Academy of Fine Arts and Guangzhou Academy of Fine Arts, or outstanding designers who have made outstanding achievements in many fields. In addition, the company pays special attention to excavating social and cultural resources, and has established in-depth cooperative relations with authoritative cultural and artistic institutions such as China National Museum, Guanfu Museum, Beijing Xu Beihong Memorial Hall and Zhang Songhe Art Fund, as well as famous cultural and artistic figures such as Ma Weidou, the current director of Beijing Xu Beihong Memorial Hall, Liao, the founder of Zhang Songhe Art Fund, and famous American artists (the son of Zhang Songhe, the founder of New China Sculpture), and * * * designed and developed unique precious metal jewelry products.
20 12 China jewelry yearbook
Since 2008, Guo Fu Gold has successfully developed thousands of precious metal cultural products, which are deeply loved and praised by customers. At present, the company's products are mainly divided into nine series, such as Zodiac, Folk Custom, New Year's Eve, Classic Handed Down, Feng Shui Blessing, Children Wedding, Commemorating Current Events, Major Franchise and business gifts. Among them, the classic handed down products are characterized by treasures handed down from China and famous calligraphy and painting art, with rich cultural connotation and high artistic appreciation value, and the target customers are collectors with high cultural literacy; Auspicious and wishful products mostly win with auspicious meanings, and the target customers are mostly business people and middle-aged and elderly consumers; Wedding products are mainly based on traditional wedding culture, mainly for parents, relatives and friends of prospective couples; The two series of products, commemorative and Lunar New Year, are mostly launched according to current events and the Lunar New Year, and the target customers cover all consumers. Baby products are mainly lock products with lovely shapes and auspicious meanings, mainly for prospective parents and grandparents.
2.2 Processing technology
In order to meet the market demand, the company constantly improves the production process and technology in the production process, integrates modern technology into the traditional production process, and forms the core technology with company characteristics in key production processes. First-class high-tech technologies such as nano-micro-carving, silver painting, high relief, fixed film anti-oxidation, bas relief and 3D hard gold have been far ahead of the same industry and reached the international leading level.
2.2. 1 3D hard gold process
3D hard gold technology is one of the advanced technologies in precious metal stationery industry at present, and it is also at the leading level in the world. By changing the molecular structure of precious metals, the 3D hard gold technology introduced by the company from the United States can obviously improve the hardness of products, which is about twice as high as that of ordinary products, and greatly improve the hardness and wear resistance of gold cultural products, thus solving the problem that high-purity gold is soft and easy to deform.
2.2.2 High Relief Technology
High relief technology is the domestic leading technology specially developed by the company for famous painting gold bars. This technology can make the patterns carved on the surface of precious metals protrude from the bottom, which can well express the shape, essence, spirit and spirit of the prototype, which is very layered. In the production process of precious metal cultural products, through molding, hard molding, suction casting, trimming and other processes, high relief products with clear patterns can be obtained by fine carving with machines and deep carving with hands. This process can not only make the precious metal surface patterns lifelike, but also keep the grain effect of figures, animals and other images in the original painting. It can also make the precious metal surface patterns rich in layering and depth, which can make consumers appreciate and feel the charm of China traditional culture better than the plane sense of calligraphy and painting.
2.2.3 Nano-micro-carving technology
Nano-micro-carving technology is an advanced technology developed by the company for producing large-scale famous paintings of gold and silver bars. This technology is mainly based on numerical control technology, with laser as the processing medium, and uses the physical characteristics of the processed material to melt and vaporize instantly under laser irradiation to achieve the purpose of processing patterns. This technology has the following characteristics: ① Precise and meticulous, the processing accuracy can reach 0.02 mm ... The effect is consistent, and the processing effect of the same batch can be guaranteed to be completely consistent. (2) Safe and reliable, non-contact processing will not cause mechanical extrusion or stress to precious metals, will not produce "knife marks", and will not damage their surfaces or deform precious metals. ③ High-speed and quick, and can be carved at high speed immediately according to the patterns output by the computer. Among them, nano-micro carving technology belongs to our company's exclusive independent research and development technology, and has applied for a patent. This technology is currently at the international leading level, and it has not been used in production by domestic and foreign counterparts before. Now it has been applied by our company to the production of Fuchun Shan Jutu pure gold plate and other products. Relying on powerful technology, Guo Fu Gold produced the first pure gold abacus of Au9999 in China, and its exquisite modeling and exquisite craftsmanship also amazed professionals. In addition, Guo Fu Gold is one of the few enterprises in China that can conquer and produce Au99999 "high pure gold".
2.3 Marketing promotion
At present, Guo Fu Gold's marketing outlets are all over more than 30 provinces, municipalities and autonomous regions in China, occupying a decisive position in the domestic precious metal field. China Industrial and Commercial Bank, China Bank, Bank of Communications and China Merchants Bank have become the most important precious metal business partners of Guo Fu Gold. Especially in China's banking system, Guo Fu Gold is the only private enterprise brand with R&D products and processing plants and certified by the head office.
20 12 China jewelry yearbook
The company holds hundreds of conferences and lectures on precious metal culture every year, and invites cultural celebrities such as Zhao Zhongxiang, Deng Yaping, Lu Yu, Yam Tat-wah, Tang Guoqiang, Tang Jigen, Long, Tang Jigen, Shao Honggeng, Le Jia, Jin Sheng and Zhang Bingnan. On the one hand, these activities enhance consumers' understanding of precious metal cultural products, on the other hand, they increase sales channels, promote the sales of the company's products, and improve the visibility and market recognition of the company's products.
3. Future development planning
In the next three years, the company will focus on the overall ideas of management upgrading, resource integration, brand promotion and channel innovation, and adopt the planning policy of "building a platform, creating a channel and establishing a brand" to enhance the company's sustainable development ability, growth and core competitive advantage in a multi-level and all-round way.
3. 1 Marketing Network Construction Planning
(1) Mainly by mail. We will continue to consolidate and strengthen the existing advantageous channels of banking and postal marketing, form a comprehensive strategic cooperative relationship with state-owned banks, and establish a close cooperative partnership with 12 joint-stock commercial banks, covering 30% of 143 city commercial banks. On the basis of the existing business and marketing model, we will gradually establish an all-round and multi-level modern banking and postal marketing network.
(2) Key development channels. We have formed a long-term and good cooperative relationship with large distributors in China, and become an important supplier of national and regional gold shops and large distributors, providing them with personalized, high-quality and strong cultural properties of Guo Fu gold products. The company will continue to give full play to the advantages of the company's original design, cultural relics development and supply chain management, focus on strengthening cooperation with national gold shops and distributors, devote itself to market coverage, and build the company into an influential national gold shop supplier and gold product distributor.
(3) Three-dimensional diversification. New channels such as TV shopping and online shopping are beneficial supplements to the company's existing channels. The company will continue to strengthen supplier positioning, focus on research and development, design and sales of precious metal handicrafts, strengthen cooperation with many e-commerce website operators, and continue to provide high-quality products. At the same time, through media publicity and other means to strengthen marketing efforts, increase the proportion of online shopping in the company's business, and timely carry out catalog mail order.
3.2 product development and design planning
The company unswervingly follows the road of cultural and creative industries, and regards R&D and design as the core competitiveness of the company. Since its establishment, the company has established a research and development center and taken the road of independent innovation. At present, its R&D and design capabilities are ahead of domestic counterparts.
20 12 China jewelry yearbook
Relying on the R&D center, the company builds a high-end R&D creative platform, combines the resources of arts and crafts masters, universities and famous collection museums, gathers outstanding talents, integrates high-end cultural and artistic resources, takes the development of traditional cultural relics in China and the original design of precious metal handicrafts and collections as the basic starting point, takes precious metal creative city business cards as the new demand, and revolves around "traditional culture, zodiac, sports, Expo, urban culture, current events and festivals, life weddings and personalized customization".
3.3 Resource Integration and Development Planning
Through resource integration, it is an important way for the company to build its core competitiveness and achieve sustainable development.
(1) Integration of outstanding talent resources. With the first-class working environment and advanced management mechanism, the company will attract domestic high-end R&D and design talents and international artists to join us.
(2) Integration of high-end cultural and artistic resources. Alliance with domestic masters of arts and crafts, realize simultaneous creation and development, strengthen cooperation between universities and Industry-University-Research, form strategic cooperation in product development with 20~30 top collection museums in China, integrate high-end cultural and artistic resources, and take the road of industrialization of original design of precious metal handicrafts and development of cultural relics derivatives.
20 12 China jewelry yearbook
(3) Integration and development of urban cultural resources. In the next three years, the company will focus on creative design, deeply tap the cultural attributes of China city, integrate the cultural and artistic resources of China, develop cultural and creative products, souvenirs and derivatives with cultural characteristics and individuality in China and even Asian cities with the concept of combining traditional culture with modern design trends, and use precious metals such as gold to create, interpret and publicize urban culture, so as to promote the creative industrialization of urban culture in China.
In the next three years, the company will rely on the research and development platform to develop precious metal handicrafts and collectibles with urban cultural characteristics, and implement the industrialization of cultural and creative cities in key cities across the country. In the future, all-round coverage will be implemented for key cultural cities.
3.4 brand management planning
The company has been committed to the road of brand management, and has participated in the competition with its own brand since its establishment. "Guo Fu Gold" brand has become an important intangible asset of the company. Strive to achieve the perfect combination of cultural value, artistic value, collection value and investment value in the subject matter, connotation, appearance, technology and packaging of products, and strive to strengthen creative design, cultural tension, resource integration, channel construction and marketing innovation, create differentiated brands and shape the leading brand of "Guo Fu" brand in the precious metal handicraft market. Through the "Hundred Stores Plan" of specialty stores, the brand image will be fully displayed, the brand concept will be infiltrated, the brand awareness will be strengthened, the brand recognition will be deepened, and the brand value will be comprehensively enhanced.
3.5 Planning of Precious Metals Cultural Base
In the next three years, the company will invest in the construction of its own precious metal cultural industry base. In accordance with the international business philosophy of "resource intensive, scale operation, industrial operation and chain connection", we will introduce well-known professionals in design creativity, production and processing, product packaging and logistics at home and abroad, establish a precious metal research laboratory in cooperation with first-class universities in the United Nations, establish a large-scale precious metal cultural industry base integrating Industry-University-Research, exhibition, trading and financing, and build a complete industrial chain.
get a patent for
At present, the company has authorized 45 national patents, including 9 utility model patents and 36 design patents.
Expo Emerald Golden Abacus
Panoramic version of Qingming Riverside Map
Lu Xun's silver relief statue
World granary