Jewelry industry is called "permanent industry". With the continuous development of social economy and the continuous improvement of people's living standards, China's jewelry industry has great development potential. In recent years, China's jewelry sales have increased at an average annual rate of more than 65,438+00%, and the total sales of gold, platinum and diamonds have been among the highest in the world. Although the macroeconomic recession at home and abroad in 20 12 made it difficult to alleviate the situation of weak export and insufficient domestic demand in the jewelry industry, Millennium Star, as a leading enterprise in the jewelry industry, relied on its own brand advantages, strengthened brand management, improved its comprehensive strength and improved its brand competitiveness, and still achieved good results in jewelry production and sales. The good performance of Millennium Star Jewelry 20 12 mainly depends on the following three points:
1. Brand advantage
Millennium Star is a jewelry enterprise integrating independent research and development design, independent production and sales, and brand chain operation. It is one of the leading enterprises in the inlaid jewelry industry in China. Millennium Star inlaid jewelry has successively won the honorary titles of "Guangdong Famous Brand Product" and "China Famous Brand Product". Millennium Star is an early enterprise focusing on the design and development of inlaid jewelry, taking the lead in applying advanced jewelry production equipment and technology to the key parts and main links of inlaid jewelry production, and gradually formed the following characteristics in its development: (1) The style is fashionable and novel. Millennium Star has gathered outstanding domestic designers and craftsmen. According to the design characteristics of the brand and the market demand, the developed new products have the characteristics of popularization and fashion, and can quickly launch new inlaid jewelry that meets the market requirements. (2) The quality of diamond jewelry is pure and exquisite. Millennium Star cooperates with South Africa's American diamond promotion agency-South Africa's Kinander Company (South Africa's Kinander Company is a diamond promotion agency with seven famous diamond mines and is a diamond dealer of origin. Every diamond it sells has been certified by the authoritative diamond appraisal agency GIA (indicating its authentic South African origin) to ensure the pure quality of diamonds.
20 12 China jewelry yearbook
1. 1 Leading brand management advantages
Jewelry, as a luxury product directly facing consumers, brand is one of the important factors that determine its purchase behavior. Since its establishment, the company has always adhered to the concept of brand management, closely combined the brand concept of "Millennium Star" with jewelry products, and demonstrated the cultural connotation of products to consumers through the distinctive brand characteristics of franchise stores; Enhance the brand's popularity and reputation by hiring celebrity spokespersons suitable for the brand image; Strengthen brand appeal by holding jewelry cultural activities in major cities across the country; Enhance brand influence by participating in jewelry exhibitions at home and abroad. The brand of "Millennium Star" has gradually gained wide recognition from authoritative organizations and consumers.
1.2 Advantages of national sales network
Since 2002, Millennium Star began to expand its sales network in the form of self-employment and joining. After ten years of development, it has formed a sales network system covering more than 20 provinces and cities (autonomous regions and municipalities directly under the Central Government), and the number of sales outlets ranks among the top in the industry. At present, the company has formed a good cooperative partnership with the most influential department store chain groups in China, such as Wangfujing Department Store Group, Parkson Group, Hangzhou Tower, Shandong Liqun Group, Chongqing Department Store Co., Ltd., Golden Eagle International Group, New World Group and Dashang Group, which has laid a good foundation for the company's sustained and rapid expansion.
20 12 China jewelry yearbook
The company's sales network has strong replication ability. With years of experience in marketing network construction and management, the company has established a set of standardized and streamlined management methods, including store location, store decoration, product display, clerk training, customer ordering, product distribution, supervision and tracking. Standardized and streamlined franchise store management has laid a solid foundation for the further expansion of the company's marketing network.
1.3 Advantages of independent research and development design
The company attaches great importance to the training of design team. At present, the design team is mainly composed of self-trained designers, who have a deep understanding of the brand positioning, planning, connotation and customer needs of "Millennium Star". Through the design and development of a series of jewelry products, the added value of the company's products can be improved to meet the needs of end consumers.
The company pays attention to the combination of R&D design and cultural creativity, and promotes jewelry taste through cultural creativity. The model of combining product design with cultural creativity is the "Oriental Charm" series of jewelry products. This series of products adopts innovative designs such as "inner arc hyperboloid honeycomb net bottom" and "blank space" and advanced technologies such as true color separation and colorful gemstone cutting, and integrates the traditional manual plate lifting and automatic plate lifting production processes, which fully embodies the scientific and technological content of jewelry products, and is elegant, comfortable and valuable. It is a new series of jewelry products with China characteristics.
1.4 leading technical advantages
The company has its own inlaid jewelry factory and gold processing factory, and always attaches great importance to the quality of jewelry products and strictly implements the quality control standards of products. On the basis of summarizing and drawing lessons from China's traditional crafts, the company absorbed the essence of excellent processing technologies at home and abroad, and developed a series of manual processing technologies and methods with the application of modern advanced equipment, which reached the international advanced level in many processing technologies such as "gemstone micro-inlay" and "borderless inlay". Especially in handmade jewelry making, the overall professional skill level is ahead of peers in the industry. From June 5438 to October 2008 10, the manufacturing technology of Millennium Star "Oriental Charm" series products passed the scientific and technological achievements appraisal of Shenzhen Science and Technology and Information Bureau. The company's leading technical level has improved the market competitiveness of products and promoted the steady development of brand chain operation and wholesale business.
1.5 Rich experience in operation and management of jewelry industry.
Mr. Yang Guaijin, the chairman of the company, was born in a jewelry family. He has more than 20 years of operating experience in the jewelry industry, and has a deep understanding of the industry development model, brand building, marketing network management, talent management, financial control and so on. After more than ten years of development, the company has trained a group of talents in research, development, design, production, marketing and management of jewelry industry.
2. Successful brand transformation and upgrading
After more than ten years of accumulation, Millennium Star has completed the accumulation of brand marketing network, brand management and brand culture, and is in urgent need of brand upgrading. In 20 12, Millennium Star launched a brand upgrading strategy with the core of enhancing brand competitiveness, so as to comprehensively enhance Millennium Star's brand awareness, reputation and loyalty.
2. 1 brand terminal image unification and promotion
Millennium Star invites professionals to create a storefront image that highlights luxury, high-end and classic sensory experience. The storefront is designed in a modern minimalist style, with white as the main tone. White bright paint will create a pure and comfortable shopping environment in the store; The use of marble adds a calm and heavy feeling to the shop.
The design uses visual communication means, recreates the exhibition space environment through space planning, plane layout, props, facilities and LED lighting, and presents a dazzling array of jewels to customers in 360 degrees. The theme display mode in the store is completely based on customers' shopping needs, and the wall windows and wardrobes display many classic products of Millennium Star. The environmental layout fully considers the width of the aisle in the store, the VIP customer service area, and even the details such as the display density and height, taking into account the customer's shopping comfort and aesthetic taste, and satisfying customers' multiple shopping experiences.
20 12 China jewelry yearbook
2.2 Brand product positioning is more mature
Passing on eternal love and advocating emotional beauty, in the process of creating and providing more emotional, cultural and tasteful products and services for people, the brand of Millennium Star has gradually gained wide recognition from the industry and consumers, laying the foundation for Millennium Star to continue to lead in China's jewelry industry. Millennium Star independently developed and designed diamond, gold, lottery gold, jadeite, platinum, lottery treasure, pearls and other jewelry products. New products are fashionable, and the design concept is combined with fashion trends. Millennium Star not only developed a set of marketable products, but also provided a set of high-end jewelry customization services for the high-end market.
According to the international fashion trend, Millennium Star has made an annual new product research and development promotion plan to provide marketable products for terminal stores. Millennium Star product development emphasizes design sense and serialization. Therefore, every product of Millennium Star has its unique function and suitable theme culture. Through theme display, professional promotion, series of product albums and posters, we strive to win market recognition for marketable products.
At the same time, Millennium Star implements the principle of regional differentiated distribution and distributes goods according to regional consumption characteristics. The accumulation of self-operated experience of Millennium Star for many years, the subdivision research of various consumer markets in China and the careful arrangement of commodity distribution in each store have laid a solid foundation for each store to generate income and profit.
2.3 Brand marketing promotion is more diversified.
Millennium Star adopts various forms of brand promotion to rapidly enhance brand awareness. Promote the Millennium Star brand through brand spokespersons, South African diamond theme promotion activities, opening new stores, cross-industry cooperation with other well-known brands, and sponsoring social activities. , improve the brand media exposure, deepen the public's understanding of the Millennium Star brand, and quickly enhance the brand image of Millennium Star in the eyes of the audience. On August 20 12, Millennium Star Jewelry officially signed a contract with the international movie star Miss Shu Qi, and Miss Shu Qi became the new spokesperson of Millennium Star Jewelry. Joining hands with international movie star Shu Qi marks the beginning of the comprehensive promotion of Millennium Star jewelry brand. Next, Millennium Star will comprehensively enhance product promotion, store image and many other aspects, rely on many media to increase brand promotion, and build a leading brand of Chinese jewelry in all directions.
2.4 Brand after-sales service is more professional.
20 12 China jewelry yearbook
Millennium Star has a professional customer service department to solve after-sales service problems and manage VIP customers. The service concept followed by Millennium Star is "worry-free service", which meets customers' urgent needs, thinks what customers think and serves customers wholeheartedly. Since its establishment, the company has been adhering to the concept that service is the key and service is the strategy, making every effort to create a customer-centered management model and striving to promote the transformation from passive service to comprehensive service and personalized service. Consumers' purchase of Millennium Star jewelry is not a one-time transaction, and their reasonable demand can be met in any Millennium Star chain store in China, which fully reflects the high-quality all-round service of Millennium Star.
3. Enterprise refined management advantages
On the basis of learning from the management experience of excellent enterprises at home and abroad and combining the characteristics of jewelry industry, Millennium Star has formed a management system with the characteristics of Millennium Star. The refined management of Millennium Star enterprise is mainly reflected in two aspects.
20 12 China jewelry yearbook
3. 1 powerful information management system
Millennium Star set up a special jewelry management software development department as early as 2004. At present, Millennium Star has realized computer information management in processing flow, internal management and franchisee management, and also realized computer remote information management of retail terminals of chain stores. Through the establishment of the central database, the real-time remote information sharing and office automation management between the headquarters and branches were realized, which improved the work efficiency and won a good reputation and credibility for the Millennium Star. Franchisees can know the information of the headquarters in time through the system, or they can make demands to the headquarters in time, and the headquarters professionals will put forward the best solution according to the demands.
3.2 Improve the market performance appraisal system
Millennium Star has established a perfect market performance appraisal system, managed the national market by region, and scientifically formulated the annual sales target and corresponding performance appraisal system in each region, which greatly improved the enthusiasm of market personnel. Compared with the traditional index assessment system, the Millennium Star market assessment system is more detailed and perfect. Each region decomposes the annual assessment indicators into each store, allowing operators to adjust their marketing methods at any time according to market changes every month or even every day to ensure the completion of annual tasks.
"Self-improvement and continuous strength" is a common saying of Mr. Yang Guaijin, the chairman of Millennium Star, and it is also the foundation for the rapid development of Millennium Star over the years. More than half of 20 12 has passed, and there are still many uncertainties in the domestic and international economic environment. No matter how the external environment changes, Millennium Star believes that as long as it comprehensively enhances its own strength and brand competitiveness, it will surely gain a foothold in the fierce market competition!