Brand culture of Shenzhen Cuilv Jewelry Co., Ltd.

Shenzhen Emerald Jewelry Co., Ltd. was established in 1996. It has been 10 years now. Ten years of wind and rain, green people know what this decade means. From the establishment to the development and growth of a company, and then to the present glory, Jade people deeply understand the harvest and joy, hardships and costs of each step.

In 2002, the company passed the international ISO900 1 quality system certification. It has won many honorary titles, such as "Excellent Brand of Gold and Jewelry Industry in China", "Consumer Trustworthy Commodity", "Famous Brand of Jewelry Industry in China", "Qualified Product of National Quality Inspection", "Trustworthy Unit of Measurement" and "Top 100 Enterprises of Shenzhen Industry and Commerce in 2003 and 2004". In 2004 and 2005, it won the honorary title of well-known trademark in China for two consecutive years. Integrity institutions in 2005. In 2006, he was a member of Chinese jewelry industry. Emerald has become a veritable leader in Shenzhen jewelry industry. With the ups and downs of the business sea, Jade people are cautious in every step, closely linking the fate of consumers and enterprises. They know that only in this way can they go further. Only following the rules of market operation is the fundamental guarantee for the long-term survival and development of enterprises. Only put the fundamental interests of consumers first, followed by the interests of enterprises. And these will make the profit space of enterprises appreciate. The leadership of Jade Company is strategically located, grasping this point with foresight, based on the present and looking to the future. The emerald green decade has achieved such impressive results that people in the industry are amazed. Let's interpret the mystery of emerald green's success and open a colorful chapter. With the advent of the era of brand economy, the competition in the jewelry market is becoming increasingly fierce. Quality and service are no longer steady traders, and brand competition in jewelry industry has risen from quality and service to a higher level. Brand culture is on the gorgeous stage of this era with its attractive charm and strength, which affects people's value consumption orientation. Standing on the commanding heights of brand competition.

In the past, people bought jewelry for preservation and decoration. With consumers' more and more mature consumption concept and higher understanding of beauty, they are more and more dissatisfied with jewelry positioning in the general sense. Modern women accept not only the praise of external beauty, but also the mature and intellectual female charm they exude, a manifestation of internal beauty. There is no doubt that emeralds cater to this aesthetic trend of consumers. Jade Jewelry Co., Ltd., which is committed to creating traditional cultural jewelry in China, is permeated with rich cultural atmosphere everywhere. Has its historical origin. It can be called "Depth Charge" to spread Chinese national jewelry culture. Jade jewelry takes culture as the guide in design, deeply digs the essence of China traditional culture, and strives to make every piece of jewelry with legendary cultural color. It not only makes consumers feel visually beautiful, but also brings them pleasant sensory enjoyment. It is also through the interpretation of ornaments that the traditional national customs of China, such as auspiciousness, auspiciousness, peace, prosperity and happiness, are conveyed to consumers, and their certain life concepts, folk customs and religious beliefs are conveyed. From the heroic loyalty of ancient Wulin chivalrous men, a series of heroes with lofty sentiments and chivalrous tenderness were created; Music and Dance in the Tang Dynasty draws nutrition from the culture of the Tang Dynasty and interprets the culture of the prosperous Tang Dynasty. Inspired by the masterpieces handed down from ancient masters, the Qing Dynasty court painter Ran Ning printed the silk version of Ten Juns Dog on the gold bar pattern. "Peace and wealth" is the interpretation of "plum, orchid, bamboo and chrysanthemum". In 2004 and 2005, Jade Company won two famous brands in China for two consecutive years. At the beginning of its establishment, the company's leadership regarded product quality as the killer weapon to open the market. However, with the evolution of the market environment, the competition in the jewelry market has gradually shifted from hardware to software. Mr. Huang Bingbiao, the chairman of the company, believes that the bottleneck of enterprise development is caused by two factors in the final analysis. One is the hard environment of the enterprise, that is, the factory building and equipment; The second is the soft environment of enterprises, that is, intangible assets such as trademarks and brands of enterprises. Jade leaders are far-sighted, fully aware that only taking the road of brand development is the most powerful competitive weapon in the contemporary market, which can make enterprises remain invincible for a long time. The reason why a brand can become a brand must have its own core competitiveness. The critical moment came, and the leadership of Jade made a decisive decision with lightning speed: Jade should take the route of national cultural ornaments. Since then, jade has been closely linked with national culture, and "creating national cultural ornaments" has become the management policy of jade.

Whether it is yellow or platinum, it is noble and elegant; Or the fashion, bright colors and emerald green of K-gold and metal-plated popular jewelry, fully tap the cultural connotation of jewelry, so that every piece of jewelry is the carrier of culture. In today's rapidly changing society, the market is an indicator to adjust fashion trends. On the basis of paying attention to traditional culture, jade also keeps pace with the times, fully absorbs the elements of fashion, and is full of national flavor and fashion elements. Wandering between tradition and fashion, emeralds can always be used freely, which not only conforms to the aesthetic vision of traditional conservatives, but also conforms to the hobbies of avant-garde fashion people.

Culture is to the brand what the soul is to the body. Only when the brand is attached to culture, the brand with rich cultural background and connotation can be expected to last for a long time. Marketing in 2 1 century is cultural marketing. Without culture, there would be no modern marketing. The reason why a brand can become a brand is not only a symbol of goods, but more importantly, it conveys a life attitude, ideas and beliefs to consumers. Brand culture, this attractive charm and strength, has become the source of spirit and motivation to enhance brand value, enrich brand connotation and support the sustained and healthy development of brands.

1, quality and quantity articles

To improve product quality, we must start with the hard environment, so the company will not hesitate to invest huge sums of money, introduce advanced machinery and equipment, and expand the factory building. Start with the basics. Quality is the lifeline of enterprise survival, which is universally applicable. With the breakthrough in solving problems, the company began to supervise the production process and flow according to international standards, strengthen quality management, and win credibility with quality. In the production process, a "three-level" quality management system and a "three-level multi-point" color control network were established. Every working procedure is strictly inspected by qualified quality inspectors to ensure that all products meet national standards and product quality is among the best in the same industry. In 2002, the company successfully passed the ISO900 1 international quality system certification system. And was rated as "Excellent Brand of Gold and Jewelry Industry in China" and "Qualified Product of National Quality Inspection". The pass rate of sampling inspection in jade jewelry market is 99.8%, and consumer complaints are zero. The product quality level is among the best in the same industry.

2. Market articles

As an eye-catching watch to supervise the growth of enterprises, it is hard to imagine how an enterprise that does not understand the laws of the market can survive in modern society. Jewelry enterprises should be market-oriented and produce marketable products. At the same time, it is helpful to improve the level of sales service and customer satisfaction to understand the diversification of consumer motivation and aesthetic taste in time. In order to better understand the market trends and consumers' ever-changing aesthetic concepts, the company set up a market research team to conduct market research on the jewelry market regularly, continuously collect market information, timely sort out the information fed back by sellers, keenly grasp the latest market trends, provide a basis for marketing decisions, and analyze consumers' psychology and behavior. Jade company has more than 100 franchise stores and self-operated stores, and its products cover more than 90% of the country. It is very difficult to manage a huge market. Jade Company invested a lot of money to establish a series of perfect service systems, which ensured the unification of its external image and service. From the decoration, planning and layout of store image to the regular training of sales staff to the perfect distribution system and after-sales service, the company has a set of special personnel planning, management and operation. Headquarters will regularly send personnel to the store for field visits to understand the local market situation. Make flexible countermeasures according to the requirements of the company and the actual situation of the local market. CIS (Enterprise Identification System) has been successfully introduced into the operation and management of enterprises to serve the marketing management of enterprises.

3. stationery

Nowadays, in the era of brand economy, the concept of brand has been quietly affecting people's consumption value orientation, and no one will deny the power of brand. Brand culture has become a heavyweight chip of the brand. More and more ornaments embody the concept of culture. Jade Company, which is committed to creating China traditional cultural jewelry, is committed to spreading China traditional culture. Youyou jewelry is full of rich cultural atmosphere, and at the same time, it fully considers the changes in the market and keeps up with the fashion trend. Realize the perfect combination of tradition and fashion. Almost every piece of jade jewelry has its origin and allusions. This is the uniqueness of emerald jewelry, which not only plays the role of decoration and beautification, but also gives the wearer a life attitude and taste. With the injection of cultural factors, we can touch the 5,000-year history and civilization of China and feel the profoundness of the ancient national culture. Only the national is the world's, just like a century-old wine. The longer the history, the more mellow it is. When jewelry develops to a certain stage, the role of culture becomes more and more obvious, and only brands attached to culture are expected to last for a long time. Brand culture & attractive charm and strength, has become the spiritual pillar and power source to enhance brand value, enrich brand connotation and support the sustained and healthy development of the brand.

Step 4 Create a new article

A few days ago, the homogenization of the market was serious, but many manufacturers produced exactly the same products. Emerald took the lead in getting out of the bottleneck of homogenization. Explore and walk out of a personalized jewelry route that suits you. "Guoan buckle" set off a revolution in the history of necklaces and bracelets, becoming the first enterprise in the gold and jewelry industry to successfully apply for patents; "Ten Juns Dog" takes the masterpiece "Ten Juns Dog" handed down by the Qing court painter Ran Zining as the gold bar pattern, with unique material selection and unique perspective; Five Blessingg created an excellent "work" with the ancient war weapon axe and shotgun as the gold bar model. In the past, relatively flat, stable and static patterns and shapes became very dynamic with the originality of designers. This adds beauty to jewelry, not only changes and breakthroughs in appearance and modeling; Novelty and originality of material selection; Green innovation is embodied in all aspects and links. It is not only the innovation of products, but also the personalization and characteristics of services. Let customers realize that there is only one kind of emerald green, which is different from other manufacturers. Emerald never produces products similar to those on the market. In the designer's pen, they are all dynamic and spiritual life, and they are all specially carved handicrafts. Emerald finished them as a work of art. Holding those exquisite ornaments in our hands, we can't help but sigh: Jade ornaments are not only ornaments, but we can all perceive stories and touching stories in those exquisite lines.