A Century's Extraction of China's Development Road

In the past 20 years, China's jewelry industry has made unprecedented development, and now it has become the second largest jewelry manufacturing base in the world, and it is expected to become the largest manufacturing base in recent years. It is estimated that by 2020, the total annual sales of China's jewelry industry is expected to reach 300 billion yuan, and the export will exceed 654.38+02 billion US dollars. By then, China will become one of the most competitive and largest jewelry manufacturing and trading centers in the world.

China's jewelry consumption market has great potential, which is not only based on China's huge consumer population, but also based on China's high annual GDP growth rate, which is fully verified by the increasing total jewelry consumption. On the one hand, it urges enterprises in the industry to continuously expand their scale, especially in the field of marketing, in order to seize market opportunities; On the other hand, it will attract many new entrants to participate in the "Nuggets". Some jewelers who have been exporting for a long time began to change their thinking and move to the mainland market, which made China's jewelry industry enter a situation of group disputes.

20 12 China jewelry yearbook

The regional market changes of Zoje in Shenyang fully prove this point. In the two years from 20 1 1 to 20 12, only 300 meters long Xi Zhong Street has added three gold jewelry stores. Some of them transferred from wholesale to retail market, and some accumulated funds in the cold drink industry and transferred to the jewelry industry. At the same time, there are three gold and jewelry wholesale centers around Zhongjie area, all of which are over several thousand square meters in scale.

It can be seen that the jewelry market is already competing with each other and smoke is everywhere. The century-old "Cuihua Gold Store" can only adapt to the situation and constantly improve itself.

1. Enterprise development, product-oriented

Cuihua is an enterprise integrating gold jewelry processing, production, wholesale and retail. The advantage of "front shop and back factory" has made Cuihua brand lead in Shenyang for some time. However, with the rapid development of the jewelry market and the intensification of competition, Cuihua's market cakes are becoming less and less. Limited by land resources and supporting facilities, coupled with the shortage of industrial technology and talents, Shenyang Cuihua's production advantage is limited to some products, which is out of touch with the ever-changing market demand and loses its original advantage of "front shop and back factory".

In order to meet the requirements of retail terminals for products, Cuihua Company established a branch in Shenzhen in 2009, and established an enterprise R&D center and distribution center through the symmetry of information and the advantages of industrial clusters. On the one hand, it makes up for the shortcomings of Shenyang company in product processing and design, increases the product categories of Shenyang wholesale department, and meets the demand of direct stores and franchise stores for products in terminal sales. On the other hand, we should create the product advantages of Cuihua through our own characteristic products.

20 12 China jewelry yearbook

In the first half of 20 12, Shenzhen Cuihua Company launched nearly 100 new products in three major theme series: "Cuihua Shangpin" (fashion series), "Golden Childhood" (children series) and "Aishang Ai" (wedding gold series). The monthly sales volume of new products is tens of kilograms, and customers need 400 to 500 pieces for an order. The factory works overtime, but the demand is still in short supply.

Good ideas and products are the foundation of enterprise development. Only by laying a good foundation can the pace of enterprise development go steady and fast.

2. Decisive terminal, channel is king.

Cuihua's awareness of channel expansion can be traced back to the last century. From 19 12 to 192 1, Cuihua Gold Store has set up six semicolons in Sanshou Street, Wudao Street outside Harbin Road, Zhongfu Street in Anton City (now Dandong City) and Nanman Station (now Shenyang Station) in Shenyang, and hired employees. The real franchise chain started in 2000. After this strategy was put forward, just in time for April of 200 1 year, the state cancelled the planned management system of unified purchase and distribution of gold. On June 365438+1October 3 1 of the same year, the Shanghai Gold Exchange officially opened, and China Gold was fully opened to the outside world. In particular, the Notice on Regulating the Retail Market of Gold Products cancelled the retail license system of gold products and changed it to the examination and approval system, which greatly promoted the expansion of Cuihua's sales channels. Cuihua seized this opportunity to start business in franchise development. 200 1, 4 cuihua franchise stores and 2 cuihua shopping malls opened. With the successful operation and development of these six stores, by 2004, Cuihua had successfully developed nearly 60 franchise stores.

Since 2004, Cuihua has entered the fast lane of enterprise development, and the franchise chain strategy has also developed rapidly. By June 30th, 20 12, Cuihua had developed 243 franchise stores including 7 provincial agents, covering 3 municipalities, 2 autonomous regions and 16 provinces. The core of the strategy of extracting China from franchise chain is:

(1) Meet the core needs of franchisees and provide good service.

Meeting the needs of franchisees is not only reflected in dispelling the worries of franchisees, improving the support of franchise system and a good communication platform. Cui Hua believes that in order to win the hearts of franchisees, franchisees must first make profits, always pay attention to and devote themselves to meeting the core needs of franchisees-survival and development.

According to different regions, Cuihua has formulated the principle of "paying equal attention to standardization and development, and supporting and cultivating first" to ensure that franchisees in different regions survive first and then develop in a relaxed development environment. When the franchisees of Cuihua reap huge profits because of the brand Cuihua, and the franchisees reap their own growth because of the development of Cuihua franchisees, the brand of Cuihua has also been upgraded.

(2) "Diligence, sincerity and trustworthiness" are the moral principles of China franchisees.

The development process of a country, a region and an industrial economy is always accompanied by the development of national brands, and time-honored brands are typical representatives of these aspects. Because the time-honored brand focuses on quality, brand, service and business reputation, it has been recognized by the people. Because the time-honored brand upholds the corporate culture and commercial civilization of authenticity, childlike innocence and honesty, it has been passed down for a hundred years and has been strengthened for a long time.

"Inheriting the essence of national jewelry industry and promoting the management culture of time-honored brands" is the unshirkable historical responsibility of Cuihua as an time-honored enterprise. Because history has made Cui Hua undertake more missions and responsibilities than others, that is, inheritance and development. Cuihua bears the century-old integrity and civilization of China's commerce, bearing in mind the century-old vicissitudes of the jewelry industry, so a slight mistake is a blasphemy to our ancestors. "Gold products are * * * pure" in the production process, that is, genuine; In terms of sales, it is genuine; Business performance is reliable. Therefore, "diligence, honesty and trustworthiness" is the moral principle of Cuihua franchisees, and it is also the primary criterion for Cuihua to choose franchisees.

20 12 China jewelry yearbook

Cuihua's channel is characterized by the simultaneous development of direct sales and distribution. With the rapid expansion of franchise stores, the pace of opening direct stores is also accelerating. By the first half of 20 12, Cuihua Jindian had five direct stores in Shenyang and two direct stores in Kunming.

3. Future development, brand wins

The intensification of market competition has given birth to the further integration and division of labor of the domestic jewelry industry. In the process of industry integration and refinement, whether jewelry enterprises have their own brands and their influence will become the key factor to determine their position in the industry division of labor, and will also become the decisive factor to obtain higher profit space in the industrial chain. Therefore, as one of the only five time-honored enterprises in the national jewelry industry, Cuihua is bound to seize the historical opportunity of the industry development, and escort the future development of the enterprise by increasing brand operation and expanding marketing network.

(1) Establish a brand marketing center

At present, Cuihua has set up companies in Shenyang and Shenzhen. In order to optimize the resources of the two companies and help each other develop under the guidance of development goals, Cuihua will set up a brand marketing center.

The responsibility of the brand marketing center is to effectively integrate internal and external resources according to the company's strategic requirements, and to enhance the company's integrated marketing ability by strengthening the company's strategic planning, operational strategy analysis and brand strategy research, and continuous brand communication and management.

In terms of brand communication, the brand marketing center will choose to publicize in the national media according to the company's development needs. With the help of national media reports, high ratings and the authority and credibility of the media itself, we will promote sales growth, enhance brand image and expand brand awareness.

(2) Accelerate the opening of direct stores.

Gold jewelry products belong to high-end consumer goods, and the gross profit margin of retail links is relatively high. By increasing the number of direct stores and adjusting the proportion of sales channels, the company will be able to obtain rich profits in the retail sector and enhance its profitability. In addition, the form of direct store has a good brand communication effect, which can effectively reduce the advertising investment and brand promotion expenses of the company in the area where the store is located.

Through the construction of direct stores, give full play to their demonstration and brand radiation functions, and achieve the effect of "point to area"; By opening direct stores in advantageous areas, the brand awareness and reputation of the region will be enhanced while directly promoting product sales; By adding direct stores, we will further improve the original marketing network, optimize the regional layout, enhance the control ability of sales channels, enhance the brand influence of "Cuihua" and increase the market share of products.

In the future, Cuihua will choose to open direct stores in historical and cultural cities such as Chengdu, Chongqing, Zhengzhou and Jinan. Such a city has a profound cultural connotation, and it has a great sense of identity with the time-honored enterprises that can follow the blood of the Chinese nation, inherit the essence of ancient civilization, have a unique business culture and unique business philosophy, and are keen on time-honored brand products. Therefore, in the above cities, the unique brand charm of the century-old "Cuihua Gold Store" will shine brilliantly.

20 13 is coming, and Cuihua Jindian is going to celebrate her 1 18 birthday. Centennial is only a node in the long river of time. Centennial brand is rare in the forest of enterprises, and it is also a precious wealth of national industries. Its survival and development have gone beyond the meaning of enterprises. As the owner of this century-old brand, Cuihua people know that there is a long way to go, so we will work hard and go all out.