Lv Minrong
About the author: Lv Minrong, member of the first and second sessions of the Artificial Gemstone Professional Committee of China Jewelry Association, deputy chairman of the third session, general manager of Fuzhou Jindeli Jewelry Company , economist.
After more than ten years of hard development, Jindeli Jewelry Company has developed from a small handicraft family workshop with only dozens of employees to a modern private group enterprise integrating science, industry and trade. . It mainly produces and operates various types of popular jewelry such as jewelry molds, synthetic gemstones, craft ornaments, and fashion jewelry. Jindeli products have won the title of "China Famous Brand Products" and Jindeli's trademark has become a "China Famous Trademark".
As a leader in the domestic jewelry industry, Jindeli people have established the long-term goal of brand development as early as the early days of their business: "Based in Fuzhou, facing the country, and going to the world." For more than ten years, we have embarked on a unique path of brand implementation. This is to always keep abreast of the pulse of the mass market, analyze the market in accordance with the law of "foreign countries drive the domestic market, cities drive the urban and rural areas, and brands guide consumers" in the civilian consumer market, and unswervingly seize the opportunity with innovation and branding to achieve mass development. The dream of brand and big "supermarket".
1. Strong brand awareness
1. Strong brand awareness
Jindeli people deeply understand the market competition under market economy conditions. In the end, it is a competition of variety and quality, and variety and quality are often achieved through brand competition. If a modern enterprise does not have high-quality products or famous brands that lead the industry trend, it will often be difficult to explore the market, develop and grow, and even lose the ability to withstand risks. The core issue in creating a brand is quality and service. Therefore, in the early stages of hard work, a visionary awareness of brand creation was established.
In early 1989, after one year and nine months of testing, Mr. Lin Yonglin invented the jewelry plaster mold. Then he came to Fuzhou City, Fujian Province to start a business. In April 1992, the product was put into production in Fuzhou City. At that time, funds were quite difficult. At that time, 3 million yuan was invested in jointly developing special equipment for jewelry molds with Beijing Tsinghua University and Shanghai Mechanical Engineering Complete Equipment Corporation, and jointly developed and developed jewelry molds that meet the needs of the Chinese market with world-leading raw material supply manufacturers such as Germany and the United States. Raw materials; and a large number of advanced instruments, instrumentation equipment, etc. are purchased from all over the world. After many efforts, we finally overcame the difficulties and successfully put into mass production to produce high-level jewelry gypsum mold products, which fully guaranteed the high quality and strong market competitiveness of Jindeli products. In order to win users and the market, we have created Brand image takes a crucial first step.
The first single-piece jewelry plaster mold developed by Jindeli people in China won the "Pyramid" award at the "China Torch Plan Achievements and High-tech Products Expo" held in Egypt in 1992. , Jindeli Jewelry Mold Co., Ltd. was also registered and established in Fuzhou; in 1994, it established a supporting enterprise - Fuzhou Jindeli Jewelry Co., Ltd.; then, in 1995, Fuzhou Jindeli Crafts Co., Ltd. was established; in 1998, Hai Ten domestic and foreign compact companies were established to establish Fujian Jindeli Group Co., Ltd. Since then, Jindeli has begun to transform from traditional manual processing to modern precision "casting" processing, and from traditional management to scientific and modern management.
2. Be aware of brand use
Jindeli is one of the first companies in Fujian Province to carry out defensive registration of famous brand trademarks at home and abroad. In 1992, long before Jindeli Company officially opened, its products registered the "Jindeli" trademark. Then, defensive registrations were carried out in more than 40 categories of different product and service trademarks. We spent hundreds of thousands of yuan to register the Jindeli trademark in dozens of countries and regions including the United States, Japan, Spain, South Korea, Canada, Australia, Russia, and Southeast Asia, and entered the threshold of the international market. It is to prevent and eliminate counterfeiting and preemptive registration by others to protect the intellectual property rights of Jindeli brand.
Jindeli’s “Famous Trademark” and “China Famous Trademark” brands are priceless treasures.
In October 2002, Jindeli Company lost no opportunity to match up with government departments and won the honorary titles of "China's Famous Trademark", "Provincial Agricultural Bank of China's AAA Credit Unit", and "Provincial Major Taxpayer" at the bank-enterprise supply and demand negotiation meeting. The intangible assets were used as guarantee and Jindeli's integrity was used as collateral, and a credit agreement was signed with CITIC Industrial Bank Fuzhou Branch. This is the first company in Fujian Province to obtain loans using intangible assets and integrity as collateral. At present, it is the first and only enterprise in Fujian Province, causing a sensation in the business community.
2. Technology creates brand
Jindeli’s leading position in “brand” and product quality is the result of its long-term insistence on being “market-oriented” and “based on international advanced levels”. Goal" and the guiding ideology of "seeking development through innovation", we constantly develop new products and adopt the results of new equipment, new technologies, new processes and new materials. To this end, a lot of practical and effective work has been done in terms of "people-oriented" and "technology to create brands".
1. Pay attention to the development of human resources
Jindeli attaches great importance to human resources and has a flexible employment mechanism. It has trained and introduced more than 100 senior technical talents in the industry, such as hiring Chinese craftsmen Many art masters and super famous artists serve as consultants. Jindeli attaches great importance to product updates and technology updates, and has established a technology research and development center with more than 200 professional designers and an annual design capacity of more than 10,000 styles. Jindeli attaches great importance to engineering and technical talents, implements intellectual policies, and unleashes their potential. Now Jindeli already has a professional product development and technology development team, and a team of practical talents with rich experience. Every year, Jindeli arranges professional designers to organize groups to go to large-scale trade fairs in the United States, Italy, Thailand, Hong Kong and other places to study and inspect the international market and accumulate experience, so that the products developed and designed can keep up with international trends and reach international standards. So far, hundreds of thousands of styles have been developed, with an average of more than 1,000 new styles coming out every month. As a result, it has led the consumer fashion trend in various places and put many technologies at the forefront of its peers.
2. Pay attention to technological capital investment
Jindeli established a special fund for technological transformation and established a professional group for technological transformation. Just to improve the level of production technology, more than 10 million yuan was invested. As mentioned before, even in the early stages of establishment, when production and sales were both booming, the company did not pursue short-term profits and still invested millions of dollars to increase technological innovation. Jindeli Technology's investment in R&D accounts for more than 7% of its sales revenue, which is higher than the level of its peers nationwide.
3. Pay attention to the effect of independent innovation
Jindeli trial-produced China's first single-piece plaster mold, filling a gap in China's science and technology field. As a semi-finished product for jewelry accessories - synthetic and artificial gemstones, Jindeli is also unique, constantly innovating in styles, cuts, and materials, leading the industry's fashion trends. In recent years, while Jindeli has successfully developed metal centrifugal process technology, it has successively equipped more than 500 advanced equipment, successfully developed a high-tech electroplating production line, and has the ability to produce 300,000 pieces of popular jewelry per day. For more than 10 years, Jindeli has successfully invented and approved more than a dozen patented products.
3. Management creates famous brands
Brands and famous brand products are an organic combination of enterprise quality and efficiency, market share and social credibility, and run through the market, technological progress, production The entire process of business activities and social services. Jindeli people put forward that "the second place in the country is the failure of Jindeli" and they must "bravely create the first place in the country and strive to become a world famous brand"; their product requirements are: "the most sincere, the most perfect, the pursuit of perfection, the creation of eternity" ”, making Jindeli Company more refined, stronger and bigger is the strategic goal for the survival and development of Jindeli people. In order to achieve this goal, Jindeli people "put people first, be as sincere as God", "govern the enterprise with morality", and explore and summarize a set of concepts and methods with "morality" as the core. We repeatedly and continuously enhance employees' brand awareness from top to bottom and bottom up, turning the creation of famous brand enterprises and famous brand products into conscious actions of all employees, so that employees can truly realize that brand is the "capital" for the survival and development of enterprises. To this end, Jindeli people focus on quality, marketing and image planning.
1. Quality builds a famous brand
Jindeli is in a leading position in terms of brand and quality. It has long been adhering to "quality builds a famous brand", "seeking development through innovation" and "operation". Standardization, process systemization, and system standardization are the results of comprehensively improving quality management levels. The company spends huge sums of money to hire Taiwan Huayu Enterprise Consulting Company for special project guidance, regularly organizes quality management personnel to participate in training organized by Tianxingjian Management Consulting Company, establishes a management talent training institution, and invites university professors and senior lecturers from consulting companies to the company to conduct special projects. Counseling. We attach great importance to product technology development and act in accordance with the "Quality Law". In order to make management more scientific, we have introduced and passed the international standard ISO9000 quality management and quality assurance system, and held multiple ISO9000 quality management and quality assurance system training courses, and formulated We have compiled more than 200 quality system documents such as "Production Control Measures" and "Process Inspection Management Measures". On the basis of ISO9000, Jindeli will further introduce ISO14000 and OSAS18000 management systems to comprehensively improve the quality management level and integrate with international standards.
Facts tell us: If an enterprise wants to create a famous brand, product quality is the last word. We must not be merciful in the face of product quality, and we must not let one unqualified product ruin the reputation of "Jindeli".
2. Focus on marketing to win the market
Jindeli attaches great importance to and pays attention to marketing strategies, and strictly implements relevant national laws and regulations, such as the "Consumer Rights and Interests Protection Law" and "Contract Law" etc., as the basic basis for formulating company regulations. In terms of brand style updates, through the information network composed of branches and sales networks, market information is collected timely and accurately to develop highly targeted new jewelry styles, avoiding blindness in product development. So far, Jindeli has developed hundreds of thousands of styles of products, and the brand is highly praised by people in the industry. It sells well all over the country and is exported to dozens of countries and regions such as Europe, the United States, Australia, and Southeast Asia.
By strengthening the construction of the marketing team, expanding the marketing network, and proposing the marketing goal of "based on Fuzhou, facing the country, and going to the world". In order to expand new sales of products, Chairman Lin Yonglin of Jindeli personally led the sales staff to carry the products to more than 20 provinces and cities across the country, covering tens of thousands of kilometers, establishing a marketing network, opening up the market, and the products were recognized by users.
For a long time, Jindeli people have been well-known in the industry for their emphasis on quality and credibility. In 2002, the company was rated as the "National Advanced Enterprise of Quality and Credibility"; in 2004, the company was rated as the "National Contract-abiding and Credit-worthy Enterprise" by the State Administration for Industry and Commerce. Jindeli products are also one of the top ten best-selling products in the national gift industry.
3. Introduce CI to improve credibility
On the basis of building a famous brand and focusing on marketing, Jindeli people timely introduce CI (corporate image design) to improve brand awareness and credibility. Spend. While doing a good job in corporate image albums, "Jindeli People" and advertising, they also actively use the Internet to introduce Jindeli and Jindeli brand-name products to global customers. We also waste no time in actively recruiting and cultivating future talents to enhance the company's core competition
The Jindeli trademark was recognized as a "China's Well-known Trademark" by the State Administration for Industry and Commerce in 1999, and the Jindeli brand was rated as "China's Well-known Trademark" in 2001. As a "well-known brand in China's jewelry industry", in 2005, the popular jewelry of Jindeli brand was strictly reviewed by experts and won the title of "China's Famous Brand Product" as the first in the domestic industry. In recent years, Jindeli has been rated as "Fujian Provincial Civilized Unit" and "Fujian Provincial Major Taxpayer" for many times. Mr. Lin Yonglin, the president of the group, is the founder of China Jewelry Mold. He currently serves as a representative of the 10th Fujian Provincial People's Congress, vice president of the Fujian Federation of Industry and Commerce, and vice president of the China Jewelry, Jade and Jewelry Industry Association. In 2005, he was rated as one of the top 100 managers in China.
4. Safeguarding rights and protecting famous brands
“It is difficult to create a famous brand, but it is even harder to protect a famous brand.” In the fierce market competition, it takes hard work to create famous brand products recognized by consumers. effort. Even after becoming famous, you still need to work ten times harder to cherish, love and protect your hard-won brand.
To this end, Jindeli people must not only standardize the use and management of corporate trademarks, but also actively use legal means to combat counterfeit products and counterfeit trademarks.
5. Go to the big brand "supermarket"
1. Future market potential
From the perspective of the market and prospects, Jindeli's leading products are still sunrise industries. At this stage, the per capita consumption in mainland China is small, only a fraction of the per capita consumption in Hong Kong, Macao and Taiwan. With the development of the economy and the improvement of people's living standards, people's pursuit of beauty is also increasing day by day. All kinds of jewelry, handicrafts, etc. will continue to become essential consumer goods for modern people. The market development potential is huge and the prospects are very broad. According to predictions of market development trends, by 2008, the retail sales of Chinese jewelry will reach more than 30 billion yuan. However, the total annual output value of domestic jewelry companies is currently only more than 10 billion yuan. In the next 10 years, the market will exceed 10,000 yuan. More than 100 million yuan, it can be seen that the market potential is huge.
2. Pillar industries of the future
With the further advancement of reform and opening up and the gradual formation of world integration, China, which has a large number of cheap labor, will also become an international jewelry. , a large country producing handicrafts. In terms of brand strategy, "Jindeli" is determined as the main brand, and "Yindeli", "Jinfuli", "Jinte", "Meinianhua", etc. are sub-brands. Creating famous brand products for export is an important part of Jindeli's implementation of the party and government's encouragement of private enterprises to "go global" and the implementation of the brand strategy. It not only has a huge promoting effect on improving product quality and Jindeli's overall quality, but also To be a human being, we need to produce products with "character" in mind, and we will never allow any sloppiness.
3. Future strength foundation and potential
Jindeli’s strength foundation is its marketing network advantage, corporate image advantage, technological innovation advantage, and brand quality advantage. In the future, Jindeli will continue to increase investment in science and technology, strengthen the construction of export brands and famous brands, and lead consumer fashion in various places in the construction of a harmonious and well-off society on the basis of its existing strength. Jindeli people will rely on strong R&D strength to continuously strengthen brand building and brand promotion, maintain brand image and "first-class" marketing services, and achieve Jindeli's goal of becoming better, stronger, and bigger. Work hard to develop by leaps and bounds!
Faced with future challenges and opportunities, Jindeli people will continue to lead the jewelry industry, build a big jewelry brand and a big "supermarket", and continue to create world-famous brands and famous brand series! Enter and establish a foothold in the forest of big brands and big "supermarkets" - build a century-old brand and create a century-old foundation.