Wang Yali
1. Company Profile
Shenzhen Guofu Gold Co., Ltd. is an international joint-stock enterprise committed to the comprehensive development of the precious metal cultural industry, focusing on Development, design, processing, sales and brand operation of collection-level cultural precious metals, yellow, platinum, inlaid jewelry and other high-end cultural artworks and gifts. The company was founded in 1999, formerly known as Shenzhen Fuli Industrial Co., Ltd., with an existing office area of ??more than 10,000 square meters, nearly 1,000 employees, and sales of nearly 100 million.
As a comprehensive member of the Shanghai Gold Exchange and the first governing unit of the Shanghai Gold Exchange, Guofu Gold is one of the first companies in the gold and jewelry industry in Shenzhen and even the country to win the honor of "China Famous Brand". Focus on introducing outstanding talents, advanced technology and business management concepts, cultivating and building excellent corporate culture and core competitiveness, and advocating brand development. In the course of more than ten years of development, Guofu Gold has always adhered to the entrepreneurial spirit of innovation and leading industry development, and has created many firsts and leaders in the industry: the first to conduct product testing at the National Jewelry Quality Inspection Center, the first to conduct product testing at the Shenzhen International Jewelry At the exhibition (first held in 2000), it was the first to withdraw from the concept of brand consumption and the first to use bar codes for product management. While achieving brilliant results, Guofu Gold has also achieved fruitful results in brand building, cultivating and shaping the most prestigious model brand "Guofu Gold" in the domestic precious metal industry, the high-end jewelry fashion brand "ASONG" and "ASONG" well-known in Dubai in the Middle East. There are four high-quality brands including "FULL" and "F&F Aishang".
Due to its strong corporate strength and outstanding market performance, Guofu Gold has won the 2008 Beijing Olympics, 2010 Shanghai World Expo, 2010 Guangzhou Asian Games, 2011 Shenzhen World Universiade and 2012 London Olympics and other major domestic and international events in recent years. , Qualified as a licensed manufacturer and distributor of precious metals and jewelry products. The Olympic Games pure gold "China Seal", the World Expo "Qingming River Scene" pure gold panoramic version and other related licensed products have triggered a craze in the precious metal investment and collection circles and caused a huge social sensation.
China Jewelry and Jade Jewelry Yearbook 2012
Since its inception, Guofu Gold has formulated a three-step corporate development strategy of product management, brand management and capital management and has firmly implemented it. Determined to become a leading enterprise in the domestic precious metal culture high-end industry. Currently, the company is in the transition stage from brand management to capital operation. At the end of 2011, Guofu Gold completed its shareholding reform. In January 2012, the company officially changed its name from the original "Fuli Industrial" to its current name.
2. Comparative advantages and core competitiveness of the enterprise
2.1 Product R&D
Guofu Gold has two product R&D and design centers in Beijing and Shenzhen, product creativity and R&D The designer team has nearly a hundred people, and most of the team members are artistic elites from well-known domestic art schools such as Tsinghua Academy of Fine Arts and Guangzhou Academy of Fine Arts, or outstanding designers who have achieved outstanding achievements in many fields. In addition, the company pays special attention to exploring social and cultural resources, and cooperates with authoritative cultural and art institutions such as the National Museum of China, Guanfu Museum, Beijing Xu Beihong Memorial Hall, and Zhang Songhe Art Foundation, as well as cultural collectors Ma Weidu, current director of Beijing Xu Beihong Memorial Hall Liao Jingwen, and Zhang Songhe Art Foundation The founder, Zhang Fang, a famous artist living in the United States (son of Zhang Songhe, the founder of New China's sculpture industry) and other cultural and artistic celebrities have established in-depth cooperative relationships to jointly design and develop unique precious metal jewelry products to meet the different needs of customers.
China Jewelry and Jade Jewelry Yearbook 2012
Since 2008, Guofu Gold has successfully developed thousands of precious metal cultural products that are loved and praised by customers. At present, the company's products are mainly divided into nine series, including zodiac, folk customs, New Year's Eve, classics, Feng Shui blessings, weddings and children, current affairs commemorations, major franchises, and business and government gifts.
Among them, the classic products are characterized by Chinese treasures handed down from ancient times and the calligraphy and painting art of famous artists. The products have rich cultural connotations and high artistic appreciation value. The target customers are collectors with high cultural accomplishments; the products that attract wealth and bring luck are mostly known for their auspicious meanings. , the target customers are mostly business people and middle-aged and elderly consumers; wedding products mostly use traditional wedding culture as a selling point, and are mainly launched for parents, relatives and friends of prospective couples; the two major series of commemorative and New Year products are mostly launched based on current hot topics and the Lunar New Year, with the target Customers cover all consumers; baby products are mainly lock products with cute shapes and auspicious meanings, mainly targeting expectant parents and grandparents.
2.2 Processing technology
In order to adapt to market demand, the company continuously improves the production process and technology during the production process, integrates modern technology into traditional production technology, and integrates modern technology into key production technologies. The company's characteristic core process technology has been formed in the production process. It uses first-class high-tech technologies such as nano micro-engraving, descriptive color silver technology, high relief, solid film anti-oxidation, bas-relief, and 3D hard gold. It is already far ahead of the same industry, and Reach the international leading level.
2.2.1 3D hard gold technology
3D hard gold technology is one of the more advanced technologies in the precious metal cultural products industry and is also at the leading level internationally. The 3D hard gold technology introduced by the company from the United States can significantly improve the hardness of the product by changing the molecular structure of the precious metal without changing the color of the product, making it about twice that of ordinary products, greatly improving the quality of gold cultural products. Hardness and wear resistance, thereby solving the problem of high purity gold being soft and easily deformed.
2.2.2 High relief technology
High relief technology is a domestic leading technology developed by the company specifically for famous painting gold bar series products. This technology can make the patterns engraved on the surface of precious metals protrude from the bottom surface, which can well show the shape, essence, energy and spirit of the prototype, with a rich sense of layering. In the production process of precious metal cultural products, after processes such as mold making, hard molding, suction casting and trimming, machine carving is first used, and then manual deep carving is used to obtain high-relief products with clear patterns and vivid patterns. This process can not only make the precious metal surface pattern three-dimensional and vivid, and well maintain the texture effect of the characters, animals and other images in the original painting, but also make the precious metal surface pattern have a rich sense of layering and depth. Compared with the three-dimensional sense of calligraphy and painting, it can Let consumers appreciate and feel the charm of traditional Chinese culture more strongly.
2.2.3 Nano micro-carving technology
Nano micro-carving technology is an advanced technology developed by the company specifically for the production of large-sized gold and silver bars of famous paintings. This process is mainly based on CNC technology, with laser as the processing medium, and utilizes the physical properties of instantaneous melting and vaporization of processing materials under laser irradiation to achieve the purpose of processing patterns. This technology has the following characteristics: ① It is precise and meticulous, and the processing accuracy can reach 0.02mm. The effect is consistent, ensuring that the processing effect of the same batch is exactly the same. ② Safe and reliable, it adopts non-contact processing, which will not cause mechanical extrusion or mechanical stress to precious metals, has no "knife marks", and does not damage its surface or deform precious metals. ③High speed and fast, high-speed engraving can be carried out immediately according to the pattern output by the computer. Among them, the nano micro-carving process is our company's exclusive independent research and development technology and has applied for a patent. This technology is currently at the world's leading level. No domestic or foreign counterparts have previously adopted this technology for production. It has now been applied by our company to the production of pure gold editions of "Dwelling in the Fuchun Mountains" and other products. Relying on powerful technology, Guofu Gold produced the country's first Au9999 pure gold abacus. The exquisite shape and fine craftsmanship amazed even the experts. In addition, Guofu Gold is also one of the very few companies in China that can produce Au99999 "high purity gold".
2.3 Marketing Promotion
Currently, Guofu Gold’s marketing outlets cover more than 30 provinces, municipalities, and autonomous regions across the country, occupying a pivotal position in the domestic precious metal field. Industrial and Commercial Bank of China, Bank of China, Bank of Communications, China Merchants Bank, etc. have become the most important precious metal business partners of Guofu Gold. Especially in the Chinese banking system, Guofu Gold is the only private enterprise brand with product research and development, processing plants and certification by the head office.
China Jewelry and Jade Jewelry Yearbook 2012
The company holds hundreds of precious metal culture promotion meetings and lectures of various types every year, and invites cultural celebrities such as Ma Weidu, Zhao Zhongxiang, and Deng Yaping , Lu Yu, Wang Gang, Ren Dahua, Hou Yaohua, Tang Guoqiang, Lu Qi, Song Shaoguang, Tang Jigen, Long Qianshi, Nie Guoxi, Tang Jigen, Shao Honggeng, Le Jia, Jin Sheng, Zhang Bingnan, etc. On the one hand, these activities enhance consumers' understanding of precious metal cultural products; on the other hand, they increase sales channels, promote the sales of the company's products, and increase the visibility and market recognition of the company's products.
3. Future development plan
In the next three years, the company will focus on the general idea of ??management upgrading, resource integration, brand promotion and channel innovation, with the goal of "building a platform, creating channels and establishing a brand" "Planning policy to improve the company's sustainable development capabilities at multiple levels and in all aspects, enhance growth, and enhance core competitive advantages.
3.1 Marketing network construction planning
(1) Mainly bank mail. Continue to consolidate and strengthen the existing advantageous banking and mail marketing channels, form comprehensive strategic cooperative relationships with state-owned banks, and build close cooperative partnerships with 12 joint-stock commercial banks, covering 30% of the 143 city commercial banks. Based on the existing business and marketing model, a comprehensive, multi-level modern bank and postal marketing network has been gradually established.
(2) Key development channels. We have formed long-term and good cooperative relationships with large-scale national dealers and become an important supplier to national and regional gold stores and large-scale dealers, providing them with personalized, high-quality, and culturally strong Guofu gold products. The company will continue to give full play to its advantages in original design, cultural relic development and supply chain management, focus on strengthening cooperation with national gold stores and dealers, and strive to cover the market, making the company an influential player in gold shops and gold product dealers across the country. powerful supplier.
(3) Three-dimensional diversity. New channels such as TV shopping and Internet shopping are useful supplements to the company's existing channels. The company will continue to strengthen its supplier positioning, focus on the research, development, design and sales of precious metal handicrafts, strengthen cooperation with many e-commerce website operators, and continue to provide high product quality. At the same time, various means such as media publicity are used to strengthen marketing efforts, increase the proportion of Internet shopping in the company's business, and launch catalog mail orders in a timely manner.
3.2 Product R&D and Design Planning
The company is firmly committed to the cultural and creative industry and regards R&D and design as the company’s core competitiveness. Since its establishment, the company has established an R&D center and followed the path of independent innovation. Currently, its R&D and design capabilities are leading the domestic industry.
China Jewelry and Jade Jewelry Yearbook 2012
The company relies on the R&D center to build a high-end R&D creative platform, and combines resources such as arts and crafts masters, colleges, and well-known collection museums to gather outstanding talent resources And integrate high-end cultural and artistic resources, taking the development of traditional Chinese cultural relics and the original design of precious metal handicrafts and collectibles as the basic starting point, taking the precious metal creative city business card as the new demand orientation, focusing on "traditional culture, zodiac, sports, expos, urban culture, current affairs With eight series including festivals, life and weddings, and personalized customization, we continue to develop precious metal crafts, collectibles and derivatives with unique creativity, high quality and strong cultural attributes.
3.3 Resource integration and development planning
Building the company's core competitiveness and achieving sustainable development through resource integration is an important way for the company's development.
(1) Integration of excellent talent resources. The company will rely on its first-class working environment and advanced management mechanism to attract domestic high-end R&D and design talents and international art masters to join.
(2) Integration of high-end cultural and artistic resources. Alliance with domestic arts and crafts masters to achieve joint creation and development, strengthen industry-university-research cooperation with universities, form product development strategic cooperation with 20 to 30 top domestic collection museums, integrate high-end cultural and artistic resources, and pursue the original creation of precious metal crafts The industrialization path for the development of design and cultural relics derivatives.
2012 China Jewelry and Jade Jewelry Yearbook
(3) Integration and development of urban cultural resources.
In the next three years, the company will focus on creative design, deeply explore the cultural attributes of Chinese cities, integrate cultural and artistic resources in Chinese cities, and develop Chinese and even Asian cities with cultural characteristics and individuality based on the concept of combining traditional culture with modern design trends. Cultural and creative products, souvenirs and derivatives use gold and other precious metals to create, interpret and publicize urban culture and promote the industrialization of cultural and creative industries in Chinese cities.
In the next three years, the company will rely on its research and development platform to develop precious metal handicrafts and collectibles with urban cultural characteristics, and implement cultural and creative urban industrialization in key cities across the country. In the future, it will implement all-round coverage of key cultural cities .
3.4 Brand Management Planning
The company has always been committed to brand management and has participated in competition with its own brands since its establishment. The "Guofu Gold" brand has become an important intangible asset of the company. We strive to achieve the perfect combination of cultural value, artistic value, collection value and investment value in the product's subject matter, connotation, appearance, technology, packaging and other aspects, and strive to strengthen creative design, cultural tension, resource integration, channel construction and marketing innovation to build Differentiated brands create the "Guofu" brand as a leading brand in the precious metal handicraft market. Through the "Hundred Stores Plan" of specialty stores, the brand image is displayed in an all-round way, the brand concept is penetrated, the brand awareness is strengthened, the brand identity is deepened, and the brand value is comprehensively enhanced.
3.5 Precious metal cultural base planning
The company will invest in building its own precious metal cultural industry base in the next three years, in accordance with the principles of "intensive resources, scale operation, industrial operation, and chain connection" International business philosophy, introduce well-known domestic and foreign professionals in design creativity, production and processing, product packaging, logistics, etc., cooperate with domestic first-level universities, and cooperate with world-class foreign laboratories to establish precious metal research laboratories, establish industry-university-research institutes, exhibitions, transactions, A large-scale precious metal cultural industry base with integrated financing to create a complete industrial chain.
4. Obtained patents
Currently, the company has been authorized a total of 45 national patents, including 9 utility model patents and 36 design patents.
World Expo Jade Gold Abacus
Panorama of Along the River During Qingming Festival
Lu Xun Relief Silver Statue
The Granary of the World