minimalist jewelry wholesale Create a century -old gold signboard with innovation as power

wholesale wedding jewelry accessories Shi Lihua
2012 Dragon Year, destined to be a unable to calm. Facing the repeated European debt crisis and the intensification of international economic turmoil, both domestic domestic demand and foreign demand markets have shown the trend of slowing growth, overcapacity, market weakness, and landslide. This severe market environment also has a significant impact on the jewelry industry. In the 11 Golden Week just passed, the sales of many jewelry companies have slowed down, flat, or even declined.
It from the current status of the jewelry industry, the price of raw materials fluctuates at a high level, the exchange rate changes sharply, and the production cost continues to rise, which will directly affect the normal operation of the enterprise. But on the other hand, while the global economy has declined, many industries such as real estate and securities industries are sluggish, the lack of investment channels and the expectations of inflation, and also allows people who gradually get rich as tools and tools to deal with various risks. The willingness to means continued to rise. Overall, the Chinese gold jewelry market still maintains a stable growth.
1. Lao Fengxiang Company maintains a development trend with quality, efficiency, and speed
For Lao Fengxiang, for the past ten years, it has been a golden period of sustainable, healthy and high -speed growth. The year of 710 million has increased significantly to 20.5 billion in 2011. Under the complex and changeable economic situation this year, Lao Fengxiang thoroughly implemented the scientific outlook on development, grasped the overall economic work of "steadily seeking advancement and seeking good", adhered to "transformation driving, innovative development", and paid more attention to expanding the domestic market The depth and breadth of the foreign market at the same time; pay more attention to expanding the development and utilization of patented products, focus on developing new jewelry products and new categories; closely pay attention to and grasp the price trend of jewelry raw materials such as international gold, timely increase price regulation, effective, effective Grasp the level of gross margin. After the company's unity and hard work and work together, in the unfavorable situation of the overall economic performance, Lao Fengxiang continues to maintain the level of double -digit growth, which is expected to successfully surpass the annual budget economic indicators smoothly.
2012 China Jewelery and Jade Shouchu Yearbook
The Lao Fengxiang currently has a number of professional factories, subsidiaries and research institutes, pawn banks, auction houses, etc. In the direction of marketing network construction, Lao Fengxiang accelerated the layout of the self -operated silver building in Shanghai and accelerated the construction of the national marketing network. By the end of 2011, Lao Fengxiang's distribution outlets had reached more than 2,000; from January to September 2012, there were a total of 100 Lao Fengxiang specialty stores in the country, 4 Lao Fengxiang self -operated silver buildings, and expected to exceed 120 throughout the year. Lao Fengxiang's marketing network has covered all provinces, municipalities, and autonomous regions except Hong Kong, Australia, and Taiwan. The sales coverage rate has reached more than 90%of the country, and the market share has exceeded 15%. On the 18th, the first Old Fengxiang Yinlou Australia Sydney Chartered Store officially landed on Castrofu Street, the top commercial district in the center of the center of Sydney, Australia; September, Lao Fengxiang Jewelry (Hong Kong) Co., Ltd. has also officially operated. Lao Fengxiang will use this Platform, promote the merger of Lao Fengxiang's overseas acquisition, and accelerate the external expansion of the "Lao Fengxiang" sales outlet.
old Fengxiang's product line has developed from the previous gold "unique" to the eight categories of jewelry products of eight categories of "Eight Immortals" (gold, platinum, diamonds, silver, white jade, emerald, pearls, and colored gems). The "gold, silver, platinum, diamond, green, pearl, jade, treasure" and arts and crafts, arts and crafts, ivory, enamel, glasses, etc. The twelve major series of more complete product chains.
2012 China Jewelery and Jade Shou Jie Yearbook
"Lao Fengxiang" has developed from a regional brand to "China's Gold Jewelry First Brand".品牌500强”,品牌价值评估达到76.65亿元;企业也先后获得了众多国家级的荣誉——中国驰名商标、中国名牌产品、中华老字号、全国用户满意企业、全国用户满意产品、中国商业名牌、 China Business Services Brand, National Commercial Quality Management Award, Special Award for Advanced Enterprises in Light Industry, Top Ten Units of the National After -Sales Services ", etc. List.
The compound annual growth rate of the company's sales revenue has reached 38.5%, and the compound annual growth rate of total profit has reached 51.32%. In 2011, Lao Fengxiang's operating income exceeded 20.5 billion and profit was 823 million. From January to September 2012, the total operating income and profits of Shanghai Laofengxiang Co., Ltd. reached 20.4 billion and 847 million, respectively, respectively, a year -on -year increase of 23.32%and 26.50%, which continued to maintain high growth of double digits.
Lao Fengxiang's rapid development has received high attention and active evaluation of all sectors of society. 422, and 222 among manufacturing enterprises; among the "top 100 Shanghai" enterprises, the company ranked 34th, of which the ranking of Shanghai manufacturing enterprises was generally rose to 13th. Recently, Lao Fengxiang also won the honorary title of "2012 Shanghai Design Capital Award" and "the first Chinese gold jewelry industry's most influential retail brand".
At the end of May 2012, Yu Zhengsheng, secretary of the Municipal Party Committee, came to Lao Fengxiang Company to investigate, and gave a high evaluation on the company's adherence to the scientific development concept, making the main business, making excellent brands, and enlarged industries. The old Fengxiang brand and the development method of "two ends inside and the middle". "Liberation Daily" and Shanghai TV station and other mainstream media have also followed the follow -up reports, which greatly enhanced the social influence of the enterprise.
2. Lao Fengxiang's future development strategy
looking forward to the future, we deeply feel that the development of Lao Fengxiang is the same as the entire jewelry industry, facing great challenges and opportunities. From 2013, at least the economic situation in the first half of the year is difficult to optimistic. From the perspective of Lao Fengxiang itself, after the ultra -routine growth of the previous decade, annual operating income has increased from more than 1 billion yuan to more than 20 billion yuan, and the annual compound growth rate exceeds 30%. Do self -breakthroughs? Can you still climb the goal of 30 billion yuan or even higher? It is undoubtedly a major test of the future development of Lao Fengxiang. In recent years, the rapid development of Lao Fengxiang proves that only by adhering to inheritance and innovation, adherence to transformation and development, adhering to the spirit of advocating and carrying forward the spirit of "dare to think, dare to do, and dare to break through" can we find breakthroughs from the model of corporate traditional development. Inheritance, Lao Fengxiang has a deep heritage in culture, talents, ideas, craftsmanship and other aspects, and has also created the golden signboard of Lao Fengxiang; and what promotes Lao Fengxiang Phoenix Nirvana and rejuvenate youthful vitality, but it is our innovative thinking, concepts and ideas and ideas in these years Innovative practice. It can be said that mechanism innovation is the key to the accumulation of talents of "Lao Fengxiang"; marketing innovation is the key to the expansion of the "Lao Fengxiang" market expansion; technological innovation is the motivation for the development of "Lao Fengxiang"; management innovation is the basis of the continuous prosperity of "Lao Fengxiang".
2012 China Jewelery and Jade Shouchu Yearbook
If in a few words to summarize the reasons for the rapid development of Lao Fengxiang over the years, it can be vividly summarized -inherit and innovate development opportunities, technical art leads fashion trends, brand culture Drive marketing.
2012 Mid -National Jewelry and Jade Shouchu Yearbook
In the development of the next few years, we will learn from the successful experience of the development of previous years and continue to implement the strategic goal of "doing excellence, strengthening, and bigger". The goal of "doing excellent brands, strengthening the main business, making great industries, creating the first brand of Chinese nation jewelry industry", strengthen capital operation, actively integrate resources, vigorously adjust the industry and product structure, and strive to form fashion creativity. The industrial structure of the synchronous development of cultural and educational products and arts and crafts, and then realized the transformation of Lao Fengxiang brand from domestic brands to international brands.
During the development process, we must enhance the awareness of opportunities, grasp the rhythm of development, and use strategic vision, development concepts, changing thinking, accurate guidance, and solid measures to improve the company's "five major capabilities": that is, the market Competitive ability, technological innovation capabilities, internal management capabilities, industrial expansion capabilities, and sustainable growth capacity.
In addition, while the production capacity is further expanded, it pays more attention to the construction of corporate soft power, and pays more attention to the simultaneous improvement of quality, price, and gross profit margin. Power, continue to maintain the leading level of the same industry in the country, and strive to truly build Lao Fengxiang into the first brand of Chinese nation jewelry industry, develop into a leading company in Shanghai's tourist souvenirs industry and Chinese jewelry industry, and then realize that Lao Fengxiang brand is from domestic brands to The transformation of international brands will strive to reach the total operating income and more than 30 billion yuan in 2015, and the total profit and tax will exceed 2 billion yuan.
In the next five years, the brand development position established by Lao Fengxiang Co., Ltd. is "mid -to -high -end brands, refined development, comprehensive extension, and leading the industry." Among them: "Middle and High -end Brands" is reflected in the development of a single brand to a series of brands, from mid -range brands to mid -to -high -end brands, developing from domestic brands to international brands, from traditional classic brands to fashion luxury brands. The "refined development" is reflected in the development of the development of the brand to capital, from traditional manufacturing to creative design, development from decentralized operations to integration operations, and extensive management. "Comprehensive extension" is reflected in the full extension of gold jewelry to jewelry to jewelry, from the downstream of the industry to the upstream reaches, extended from the domestic market to the international market, from jewelry products to arts and crafts, cultural and educational supplies, from manufacturing and sales to modern times The service industry extends comprehensively. The "leading industry" is reflected in the company's brand value and market share in the same industry, the highest market share, the most complete product and industry chain, the highest quality of talents and the highest management and technology in the country. Specifically:
2012 Mid -National Jewelry and Jade Shouchu Yearbook
2012 Mid -National Jewelry and Jade Shouchu Yearbook
(1) Strengthen brand building, and enhance the corporate image by implementing the brand strategy.
(2) Accelerate the pace of development of chain silver buildings and build a national marketing network system and overseas marketing outlets.
(3) Do a good job of adjusting the business structure and realize the transformation of the growth method from the quantity to the quality.
(4) Give full play to the role of Master Studio, establish a new mechanism for product development, and speed up the adjustment of the product structure.
(5) Highlight the key points, increase investment in scientific and technological, and achieve breakthroughs in key technologies.
(6) Carry out multi -party cooperation to improve the energy level of jewelry design and manufacturing.
2012 Mid -National Jewelry and Jade Tripping Yearbook
(7) Strengthen the protection of intellectual property rights to ensure the competitive advantage of the enterprise.
(8) further increase the investment of brand publicity and communication, and continuously enhances the overall image and value of Lao Fengxiang through theme marketing, cultural marketing, advertising promotion, marketing, exhibition and exhibition.
(9) Strengthen the construction of the internal control system, and establish a management model that matches the development of the core industry of Lao Fengxiang under the framework of gradually improving the company's governance system to ensure the quality of enterprise development.
Danfeng Chaoyang, Jinfeng Chengxiang. In 2013, Lao Fengxiang, who was founded in 1848, is about to usher in the 165th anniversary. The century -old brand Lao Fengxiang will continue to advocate and carry forward the spirit of "dare to think, dare to do, and break through", adhere to inheritance and innovation, and adhere to the transformation and development. Lao Fengxiang people have confidence, responsibility, and ability to make "Lao Fengxiang" into an internationally renowned brand and dedicate their own strength to the rise of Chinese national brands!