Implement strategic transformation and recasting the glory of central enterprises

Kong Jun
In 2012, under the dual pressure of continued weakness in the international market and the downturn in my country's economy, the development of my country's jewelry industry faced a severe challenge to survival, development, transformation, and upgrade. However, for the import and export company of Chinese jewelry, which was originally dominated by foreign trade business, as early as 2011, we have already felt the pressure and challenges brought about by the continuous downturn of the international economy, and quickly take countermeasures. Research, eventually moving towards a comprehensive strategic transformation.
1. Realize strategic transformation, focus on the domestic market
The traditional main business of Chinese jewelry import and export companies is mainly concentrated in the field of jewelry and precious metal raw materials, and has been at the leading level of the industry for a long time. In particular, the gold jewelry import agency business has become a designated import agent for many international first -line jewelry brands with its qualifications, professional services, and excellent reputation. It has achieved brilliant performance in the field of jewelry import and export and recognized in the industry. However, in recent years, factors such as the continuous weakness of the international economy and the large fluctuations of the price of international raw materials have greatly affected the company's original main business, and the growth rate has begun to slow down. The development goal of the previous new level brought huge challenges.
In order to achieve new breakthroughs and development, according to the core goal of the reform and development of central enterprises in the "Twelfth Five -Year Plan" period formulated by the state- "stronger and excellent world -class enterprises with international competitiveness" The demands on the "market -oriented road, eventually moving towards the capital market" proposed by large central enterprises, and the rapid development of the domestic jewelry market and the increasingly rational domestic jewelry consumers. Two major strategic decisions: First, the strategic development realizes two legs walking. On the basis of ensuring the stable development of the original import and export business, focusing on the domestic market, the focus of operation from the field of import and export from jewelry to jewelry to jewelry in the domestic retail field of jewelry; The second is to create core competitiveness, cultivate its own brands, shift from jewelry and jewelry trade enterprises to jewelry products and service brand enterprises, enhance corporate value, and achieve sustainable development. To this end, the Chinese jewelry import and export company integrates its own advantageous resources, solemnly launch "China Jewelry", a heavyweight jewelry brand named "China", is committed to the design, cultural connotation and professional services with top product design, cultural connotation and professional services. Become the top brand of China's jewelry industry.
2012 China Jewelry and Jewelry Nian Jian Jian Jiu
2. Give full play to the advantages of the historical accumulation of central enterprises and cast "Chinese jewelry" high -quality brand
The domestic market conditions and its own brand positioning have a sober understanding. On the one hand, while the domestic jewelry market is developing rapidly, competition is becoming increasingly fierce. Especially in the macro environment of the domestic economy in 2012, jewelry companies are also facing the pressure of transformation and upgrading. Many companies with weak capital strength, blurred brand image, serious product homogeneity, and lack of characteristics will face elimination. Industry integration process accelerates acceleration Essence On the other hand, as people's consumption capacity is enhanced and consumer psychology is becoming more mature, the consumption demand of jewelry jewelry is developing in a diverse and personalized direction, and the price of products is increasingly transparent. Gradually shrink. Therefore, the Chinese jewelry import and export company clearly insists on "creating cultural brands, deeply excavating market segments, and adopting differentiated competition strategies" as a strategic guidance policy to shape the characteristics of the "Chinese jewelry" brand. The core competitiveness of market competition and macroeconomic changes.
2012 Mid -National Jewelry and Jade Shoujie Jewelry
and the profound professional qualifications and historical accumulation of Chinese jewelry import and export companies, which also provided many unique advantages for this brand strategy. First of all, as a central enterprise and a national character brand, as one of the witness and pioneers in the development process of my country's jewelry industry after the reform and opening up (in promoting the start and development of the Chinese diamond industry, organize domestic jewelry industry companies to participate in professional exhibitions overseas to participate in professional exhibitions The founding of large -scale domestic jewelry exhibitions and other aspects have made pioneering contributions), so that the "Chinese jewelry" brand has a sense of responsibility and mission, a higher perspective and perspective, which can promote the entire jewelry of the entire jewelry jewelry The development of the industry, from the Chinese jewelry culture that has promoted and inherited for thousands of years, especially the protection and development of traditional jewelry craftsmanship that has been paid attention to in recent years, to build and establish its own brand and products, so as to make "China China Jewelry "brand has the soul. The unique accumulation and connotation of jewelry culture have made "Chinese jewelry" occupy a high competition at the beginning. Secondly, as one of the earliest companies in the Chinese jewelry industry to go abroad and carry out foreign trade business, the "Chinese jewelry" brand also has a deep understanding of Western jewelry culture, especially long -term cooperation with several international top jewelry brands It can learn from many advanced experiences in terms of product, design, business philosophy and other aspects, and integrate it into its own brand building. Therefore, the "Chinese Jewelry" brand has blends the culture of the East and West Jewelry Jewelry and the fashion concept of East and the West, which has a unique brand temperament.
In more importantly, Chinese jewelry import and export companies have been engaged in the top domestic and foreign jewelry designers accumulated by jewelry import and export business for a long time, imported jewelry designers at home and abroad, imported precious metal origin, and top -level processing technology partners at home and abroad. It can quickly transform the cultural meaning and ideas of the "Chinese jewelry" brand into jewelry design and physical products, and form different characteristic series to meet the needs of domestic consumers. At present, the Chinese jewelry import and export company has cooperated with Hong Kong, which is the forefront of the Eastern and Western cultures, and has a better inheritance and interpretation of the traditional culture of the Chinese nation. The "Squad Series" products, as well as the "Chinese Jewelry" brand style, "bamboo" as the design theme, the meaning of the meaning of the Chinese national culture and humanistic feelings.
2012 China Jewelry and Jewelry Tripping Yearbook
The import and export company of Chinese jewelry jewelry also cooperated with senior Taiwanese designers to launch a lot of "Chinese jewelry" through deep excavation of traditional Chinese culture such as Chinese painting, poetry, and allusions. Brand cultural jewelry series products, use jewelry as the carrier to spread the essence of Chinese civilization to the world. At the same time, the Chinese jewelry import and export company plans to choose the essence of Western jewelry culture, and cooperate with the top foreign designers to combine today's Western jewelry fashion concepts with the purchase habits of Chinese consumers to launch a representative "Chinese jewelry" brand royal family royal family Series, love series, fashion series and other products allow domestic consumers to experience the fashion trend of Western jewelry zero.
In addition, in response to the obvious status of the domestic jewelry market consumption level, the "Chinese jewelry" brand has made different grades of the entire product line. Among them, 30 % of the products are high -end products representing brand characteristics; 70 % of products are designed for mid -range consumer groups. The consumption proposition of doctrine allows more consumers to enjoy the fashion experience of top jewelry.
The success of a brand, in addition to the brand culture, innovative design and product development factors, its operation and management system is equally important. As a central enterprise with a legal person governance structure, Chinese jewelry import and export company has a complete and mature modern management system. Since the strategic transformation, the company has formulated long -term strategic plans for the overall operation of the "Chinese Jewelry" brand, and aims at creating top jewelry brands and listing in the domestic capital market. The latest social responsibility international standard is ISO26000, which has established a rigorous, flexible and efficient market management mechanism. At the same time, it attaches great importance to the construction and cultivation of professional brand operation teams, showing domestic consumers with atmospheric and elegant jewelry world.
3. With personalized promotion, multi -channel networks to rapidly expand market
It in terms of sales channel construction, the "Chinese jewelry" brand also adopts differentiated promotion strategies. , Personally promote the high -end customers and sell top -level products; at the same time, select the senior and high -quality partners in the industry, open up the domestic market with franchise and chain franchise model, quickly build retail networks, and serve more vast domestic consumers. Now Receive the provincial general agents and franchisees to the whole country. In addition, the "Chinese Jewelry" brand attaches great importance to promotion and service work. Various media provide advertising support, providing full and professional franchise services through store location, investment evaluation, opening planning, franchise training and operation guidance. Really implement and reflect the "Chinese jewelry" brand business philosophy of "laughing with customers and growing with the brand".
A "Chinese jewelry" brand has quickly completed a series of work such as the brand system construction, packaging, and promotion within less than a year after launching the domestic market. Henan, Shandong, Shanxi, Jiangsu, Zhejiang, Jiangxi, Jiangxi, Fujian, Guangdong, Hubei, Chongqing, Sichuan, Jilin and other provinces.
, the construction of any brand is a long -term and systematic project. Chinese jewelry import and export companies will closely focus on strategic transformation and achieve the goal of reform and development of the "Twelfth Five -Year Plan" of central enterprises, and adhere to the implementation strategies such as transformation and upgrading, scientific and technological innovation, international operations, strong talents, and harmonious development. Copy changes in the economic situation at home and abroad and achieve sustainable development.
2012 China Jewelery and Jade Shou Jiejian Yearbook