Lao Fengxiang, founded in 1848, is one of the oldest brands in China's jewelry industry. Integrating science, industry and trade, it has many professional factories, more than 20 subsidiaries, nearly 300 chain stores, 1000 sales outlets, research institutes, testing stations, pawn shops, auction houses and so on. , and formed the "gold, platinum, diamonds, jade, white jade, pearls, colored gems, silver" eight categories. It has been ranked among the top 500 most valuable brands in China, the top 500 Asian brands and the top 0/00 global jewelry/kloc. In 2008, Lao Fengxiang's annual sales reached 8.957 billion yuan.

The rapid growth of Lao Fengxiang's performance benefits from the breakthrough and innovation of the marketing system. Lao Fengxiang fully investigated the market, analyzed and studied a set of four-level marketing model (self-operated jewelry store-joined jewelry store-general distribution-dealer) suitable for his own development needs. The franchise chain model is the most dazzling star to promote the rapid growth of performance. Lao Fengxiang's joining mode can be summarized as follows:

1. Join a jewelry store

The company authorizes all its trademarks or service marks to franchisees in the form of charging brand export royalties. A franchise organization that takes contracts as a link and implements mutually beneficial strategic alliances. The company's joining form is mainly Laofengxiang Jewelry Store.

Lao Fengxiang's exploration of franchise chain operation began in 2002, and the first batch of five franchise chain stores were developed. Later, due to differences in understanding, it was closed for two years. Later, due to the rise of industrial chain development model and the rapid development of competitors, the company reassessed the franchise chain and made it the key development direction of the company's "Eleventh Five-Year Plan" development strategy. At present, Lao Fengxiang has 128 chain stores in Jiangsu, Zhejiang, Shanghai and Anhui. In 2007, the wholesale performance of franchise chain Store has accounted for about 40% of the company's wholesale business.

2. General wholesaler

Due to the influence of national conditions, regional cultural differences, personal connections, purchasing behavior and the development of local brands, it is far from enough to introduce products into the market only by the strength and brand influence of enterprises themselves. Only by relying on the existing resources of local enterprises, relying on the support of local governments, developing the total distribution of provinces and regions, and establishing long-term strategic alliances and partnerships, can Lao Fengxiang's brand products enter the market quickly and effectively.

To this end, the company boldly tried to develop the marketing model of provincial total distribution. In recent years, the company has developed eight provinces, autonomous regions and municipalities directly under the Central Government, namely: Shaanxi, Shandong, Sichuan, Heilongjiang, Guizhou, Hainan, Beijing and Tianjin.

According to the requirements of brand management and marketing, the general distributor is responsible for market development and other business activities within the scope authorized by the company. It greatly reduced the marketing cost of the company to explore remote markets, reduced the risks of logistics and personnel safety, avoided the risk of bad debts of funds, accelerated the pace of market expansion, and continuously improved the company's economic benefits.

At present, the general distributor has developed 252 Laofengxiang brand distributors in five provinces and cities across the country. In 2006, the general distributor wholesaled products to the company for 226 million yuan, accounting for only 65,438+08.4% of the company's wholesale amount. In 2007, it reached 650 million yuan, accounting for 24% of the company's wholesale amount, achieving a breakthrough in quantity.

3. businessmen

It is a link between products and consumers, and an important channel to convey corporate culture and commodity information to consumers. This model is: the two sides sign a distribution agreement, and the dealer conducts brand marketing activities according to the agreement.

Dealer customer groups are valuable customer resources of Lao Fengxiang, and they have made great contributions to Lao Fengxiang's brand promotion, market share and share expansion in the national retail front line. Dealer outlets have now involved 27 provinces, municipalities and autonomous regions, forming a strong brand marketing network of Lao Fengxiang. Nearly 1,000 dealers (including general dealers) are the company's precious wealth, maintaining the lifeline of the company's brand marketing and enterprise development.

2009 China Jewelry and Jade Jewelry Guide

Over the years, Lao Fengxiang has won many honors at home and abroad through pioneering and innovation: National Science and Technology Progress Award, National Quality Gold Award, China Famous Trademark, China Famous Trademark ... Behind Lao Fengxiang's success is his brand, technology and talent advantages.

Lao Fengxiang develops hand in hand with shareholders, customers and employees with the business philosophy of "* * * to advance, * * * to win, * * * to enjoy" and the development strategy of "doing better, becoming stronger and bigger". Based on the vision of "* * creating classics and * * enjoying quality", Lao Fengxiang has formed a brand goal of "honesty, faithfulness and precision", which is "a century-old shop, seeking excellent quality, leading service and creating a world famous brand". Laofengxiang Jewelry is meeting more severe and fierce market challenges with its novel style, excellent quality, personalized creativity, Shanghai-style technology and perfect after-sales service system.