Facing difficulties and looking for opportunities for enterprise development.

20 12 is a year of severe international economic situation, and the price of precious metals fluctuates greatly. In China, the slowdown in GDP growth and the lack of strong consumer demand have become a * * * knowledge. In such an unfavorable environment, Laomiao Gold takes innovation-driven and transformational development as the main road, makes great efforts to benchmark industry model enterprises, finds gaps and strives for development, constantly improves system management capabilities, strives to explore emerging markets, strengthens brand promotion and maintenance, and strengthens the construction of talent teams. In the fierce competition, it has always maintained a steady growth in market share and painted a grand blueprint for future development.

20 12 China jewelry yearbook

1. Promote "Good Luck Culture" and enhance brand influence.

The slogan "Old Temple Gold brings you good luck" is widely known, and the brand culture of "Old Temple" coincides with China people's traditional thought of gold "to ward off evil spirits and seek happiness". After years of refining and summarizing, we have defined brand culture as "good luck" and "classic" and applied it to daily corporate VI image, media delivery, product design, employee training and so on.

Shen Xing, the anchor of Hong Kong Phoenix Satellite TV, became the golden image spokesperson of the old temple, and she also spread the connotation of "classic" for us with an intellectual and elegant image. In 20 12, the company's advertisements were placed in TV, newspapers, internet, print and other channels, which greatly improved the popularity of the "Old Temple" brand.

2. Aim at the national market and open up sales channels.

At the beginning of the year, the board of directors issued the channel strategy thought of "deeply cultivating Shanghai urban area, integrating into the Pan-Yangtze River Delta, targeting domestic key cities, basing on domestic key regions, and laying out the national territory". While consolidating Shanghai and East China, it will gradually radiate to the central and western regions. Increasing the number of outlets and increasing market share at the fastest speed is one of the key tasks of Laomiao Gold 20 12. At present, we have nearly 100 outlets in Shanghai market, more than 500 outlets in East China and 1 137 outlets in China. In Chengdu, Sichuan, the old temple gold established the Southwest Company, and the business development in the southwest region became a bright spot and model of the old temple. In 20 12 years, the company has set up outlets in 3 1 provinces and cities nationwide. From June to September, the company's sales reached nearly10 billion yuan, up 65,438+00% year-on-year.

In addition to the expansion of traditional sales channels, Laomiao Gold also dares and is willing to expand new channels and new businesses. We are the first precious metal enterprise to enter the ace TV shopping program-Oriental CJ. In the first year, the cooperative sales reached 1 100 million yuan, and then the categories were continuously enriched, and the sales amount was continuously increased. In recent years, the precious metal sales of banks have risen rapidly. With the protection of customer resources, network resources and bank reputation, it occupies a large share in the precious metal investment market. Old Temple Gold seized the opportunity, won the favor of banks with high-quality goods and services, and became a partner of commercial banks. In addition, the virtual network sales of Old Temple Gold have also made progress, and they have settled in Taobao Tmall Mall, Yintai.com, Dianping.com An Baili E City and other large e-commerce websites, and the official Weibo also waved flags and shouted for the promotion of the enterprise.

3. Benchmark outstanding enterprises and look for shortcomings of enterprises.

The old temple advocates "there is no best, only better!" Enterprising spirit. In the face of achievements, we will not be complacent, but consider how to surpass ourselves. Benchmarking management has become the normal work of enterprises. It is necessary not only to benchmark the leading enterprises in the industry, but also to benchmark the enterprises with distinctive market segments. By benchmarking, we can learn more about the market and competitors, learn from each other's strengths and make continuous improvement.

20 12 China jewelry yearbook

In order to strengthen enterprise management, we hired Ernst & Young to conduct internal control audit for the enterprise on 20 12. Test and evaluate key processes and internal controls, and propose improvement suggestions. Through the improvement of internal control, we have greatly reduced business risks and provided a guarantee for the sustainable development of enterprises.

4. Transform the information system to help enterprises develop.

Modern enterprises rely more and more on computers and networks, and high technology can really bring better and convenient operation, information integration and data analysis to enterprises. In order to meet the development needs of our enterprise, another key work of 20 12 is the transformation of information system. Through the re-integration of supply chain management project (ERP project), the integration of commodity management, internal control management and financial management can be realized. After the project is completed, the system will become the most extensive and comprehensive software in the domestic jewelry industry.

5. Product derivative development, set foot in the watch market.

In order to further improve the product structure and realize the transformation and development, in the first half of 20 12, Laomiao Gold established Shanghai Laomiao Watch Co., Ltd., and together with domestic professional watch enterprises, * * * entered the high-end watch market and sought to expand gold jewelry to high-end watches. After the establishment of Laomiao Watch Company, with the help of the unique technology, market resources and expansion ability of brands, channels and partners, it will continuously explore high-end markets, help the company expand its existing industrial structure, enrich its product structure and enhance its brand strength.

6. Establish school-enterprise cooperation and reserve professionals.

In order to further expand the talent introduction channels and enrich more outstanding talents to enter the labor force, in the first half of 20 12, on the one hand, the company established cooperative relations with a number of headhunting companies and borrowed the strength of professional institutions to provide support for the recruitment of senior talents in the company; On the other hand, we negotiated with key middle schools in China-Shanghai Business Tourism School and Shanghai Southwest Engineering School, and successfully established a school-enterprise cooperation relationship. The company will take graduate internship as the main way for front-line sales staff to replenish fresh blood.

7. Facing multiple challenges, actively plan the future.

China's jewelry market has always been valued by the world, but the industry competition is becoming more and more fierce. The old temple brand is in the middle of the market, squeezed by well-known overseas high-end brands and low-end brands with discounts as the main means. Facing multiple challenges, we are also actively planning the future of the old temple.

7. 1 product strategy

Rationally optimize the product structure, comprehensively improve the profitability of products, and gradually tilt towards high-margin products. Continue to expand the market space of yellow platinum series products on the existing basis, and continue to consolidate and enhance product advantages; Tracing back to the source, according to the needs of market demand and brand positioning, we will explore the extension of products such as diamonds, jadeite and colored gems from the perspective of raw material procurement, effectively optimize the product structure and improve the gross profit margin of the industry.

7.2 Channel strategy

Distributed all over the country, quickly and effectively occupy the market, and strive to surpass competitors. When expanding national key regions, according to the brand development degree of the region, it is divided into four periods: cultivation period, development period, deep ploughing period and maturity period, and the strategic measures in each period are different.

7.3 Brand strategy

Consolidate and utilize the "Old Temple" brand which has a certain brand influence in the domestic gold and jewelry industry; Cultivate and establish brands in market segments such as "Nine Days Famous Jade" and "LM"; Create and extend other brands, and then form a "brand family" with independent and interrelated brands.

20 12 China jewelry yearbook

7.4 Talent strategy

Improve the existing assessment mechanism and incentive mechanism, and truly "attract people by development, unite people by career, train people by work, and assess people by performance".

20 12 passed quickly, which was a memorable year. Old Temple Gold has been operating continuously for 30 years since it resumed the gold retail market in New China. From two counters to a large-scale jewelry leading enterprise with thousands of sales networks. 20 12 is also the first year of our new five-year plan, which has laid a solid foundation for the implementation of the strategy. On the basis of implementing the development strategy and with the joint efforts of the old temple people, we have reason to believe that the golden future of the old temple will be more brilliant and better.