"Pearl Capital of China" —— Zhuji continues to write a new chapter.

Panorama of Zhuji

Zhuji City is located in the south of the Yangtze River Delta, north of central Zhejiang, with an area of 23 1.65438 square kilometers and a population of 1.0559 million, and now has jurisdiction over 27 towns (streets). Zhuji, with a long history and rich culture, is the ancient capital of Yue and the hometown of history. Since the reform and opening up, Zhuji's economy and society have developed rapidly and its comprehensive strength has been continuously enhanced. It has been awarded the title of "Top 100 Rural Comprehensive Strength Counties (Cities) in China" for nine consecutive years. At present, it ranks 19 and 12 among the top 100 basic competitiveness counties in China, ninth in the Yangtze River Delta and fourth in 22 county-level cities in Zhejiang Province.

The biggest characteristics of Zhuji economy are private economy and block economy, forming a "6+2" block economy industrial pattern. Pearl industry is one of the largest regional characteristic blocky industries in Zhuji City, and it is also one of the characteristic blocky industries and the most advantageous industries with growth in Zhejiang Province. In recent years, Zhuji pearl industry has shown a good development trend, the scale agglomeration effect has become increasingly apparent, the strength of leading enterprises has been further enhanced, scientific research achievements and new products have emerged one after another, and the industrial driving ability has been continuously improved. A unique industrial base has been built, which has greatly promoted the rapid economic and social development of Zhuji.

First, Zhuji Pearl Culture

No matter from which angle, China can be well-deserved called "the country of pearls". China's pearl history began in the Dayu era 6000 years ago. According to the Postscript to the History of the Sea, around 4000 BC, Dayu, one of the legendary five emperors in China, designated "fish grass and pearl shells in the South China Sea" as a tribute.

As early as 4000 BC, it was recorded in the Postscript to the History of the Sea that "Yu Di designated the South China Sea fish grass and pearl shellfish" as a tribute. According to the analysis of Dayu's living area, the South China Sea at that time should be in today's Jiangnan area. In that flood era, Zhuji was a place that Dayu often visited during the flood control. Zhuji and Zhuji are homophonic. Today's "Pearl Capital" Zhuji may be the earliest pearl producing area in written records.

According to Shang Yu Shu Gong, "Zhu Gong has only five-colored soil, Xia Youyu, Gu Tong in Fuyang, Fu Sibin, Pearl in Huaiyi and fish." One of them is an alias for clam. In the next 1000 years, records about pearls emerged one after another. Book of Songs, Classic of Mountains and Seas, Erya, Guanzi, Zhouyi, etc. What is handed down to future generations is all about pearls. According to the record of Gezhi Yuan Jing's dressing table, Zhou Wenwang decorated her bun with pearls, which at least shows that the recorded history of China people decorating with pearls can be traced back to the early Zhou Dynasty. Since the Qin and Han Dynasties, pearl ornaments have become more and more popular, and emperors, generals and dignitaries are proud of pearl decorations.

During the Spring and Autumn Period and the Warring States Period, Zhuji was once the ancient capital of Yue State, and Stone, one of the "Four Ancient Beauties", was born on the riverside. It is recorded in the history books that Shi's mother tasted silk in the stream and got pregnant by shooting pearls. Since then, the Puyang River in Zhuji has been called Huanjiang River and Huansha River for generations, and Wang Xizhi, a book sage in the Jin Dynasty, wrote the word "Huansha" next to the stream stone that shoots pearls, which became a cliff stone carving and still exists today. As early as the Tang Dynasty, Li Bai, a great poet, had closely linked Yue State with pearls with "ancient style", and on the day of writing poetry, "York picked pearls and carried them out to the south corner", shining brightly on the sea and the moon, and the price of Huang Dou was beautiful. "After picking pearls, the merchants of Yue went to the capital with treasure. The light of pearls is as precious as the bright moon on the sea.

The model displayed pearl jewelry.

Second, the development status of Zhuji pearl industry

Freshwater pearl culture in Zhuji began in the late 1960s. After more than 40 years of development, an industrial management pattern based on breeding bases, relying on characteristic industrial parks and leading professional markets has been initially formed. It has become the largest freshwater pearl breeding, processing and trading base in China, with the largest pearl professional market in China and the only provincial pearl industrial processing park in China. It was named "Pearl Capital of China" by the State Council Development Research Center. At present, there are 23.8/kloc-0 enterprises and workshops engaged in pearl breeding, processing, wholesale and retail in the city, forming an industrial economy with an annual output value of 654.38+0.2 billion yuan, which is one of the characteristic bases of jewelry and jade jewelry in China. At present, the development of Zhuji pearl industry presents the following characteristics:

First, the scale and quality of pearl farming are in the forefront. The city's freshwater pearl culture area is 380,000 mu, with an annual output of10.4 million tons. There are more than 3,000 farmers in five major freshwater lakes in China 12 provinces and cities, and the breeding mode has changed from stocking young shellfish to breeding adult shellfish. Breeding technology has changed from extensive to high-fat and high-density, and the scale of breeding has changed from "a large number of small areas" to "a small number of large areas"

Second, the scale and strength of pearl enterprises have been comprehensively improved. There are 3 15 pearl deep processing enterprises and 62 trading enterprises in the city, including 9 pearl enterprises with sales exceeding 50 million yuan and 4 enterprises with sales exceeding 100 million yuan. Listed enterprises 1 family, national key leading enterprises 1 family, provincial agricultural leading enterprises 1 family. The pearl industry chain has been continuously extended, and the pearl industry has formed a complete industrial chain, gradually developing in the direction of rationalization of planning and environmental protection. At present, many enterprises have begun to engage in the processing of mussel products. Originally a waste mussel shell, it has been processed into high-grade shellfish porcelain products, high-standard building materials and decorations. At the same time, the pearl industry is also actively developing towards biotechnology. As a traditional beauty product, pearls have been sought after by more and more consumers in recent years. After a new round of industrial planning, a number of pearl deep-processing enterprises such as pearl powder, pearl cosmetics and beauty care products have gradually emerged in the industry, transforming the original low-grade pearls into high value-added pearl extension products after processing.

Third, the processing level and scientific and technological content of pearls have been significantly improved. At present, there are more than 100 sets of pearl processing equipment 10000, the first freshwater pearl research institute and quality inspection center in China have been established, there are national and provincial high-tech enterprises 1 home, provincial science and technology innovation service platform 1 home, and 8 enterprise R&D centers, and a science and technology innovation service platform for Zhuji pearl industry in Zhejiang Province has been established. We have established long-term cooperative relations with many universities and research institutes in China, specializing in some technical problems in the development of the industry. New products and technologies in the pearl industry are constantly emerging, and the output of high-grade pearls is greatly improved; The development of high value-added Italian pearls, nucleated pearls and Edison pearls has greatly improved the quality and value of freshwater pearls.

The fourth is to gradually develop towards branding and high-end. There are thousands of marketers in this city. A number of pearl enterprises have set up branches overseas, which has become an important window for the pearl industry in our city to display corporate image, publicize pearl culture and expand export channels. At present, Zhuji Pearl Industry has three "China Famous Brand" products, four well-known trademarks of China, three products indicating the origin, seven famous trademarks of Guangdong Province and seven famous brands of Guangdong Province. "Mountain Lake" Pearl has also been rated as a regional famous brand in Zhejiang Province. At the same time, Zhuji Pearl gradually shifted from foreign trade to domestic terminals; From the original processing and wholesale to the retail development of brands. At present, Zhuji Pearl enterprises have gradually set up branches and stores in large and medium-sized cities to explore the domestic market and join hands with well-known jewelry brands at home and abroad. At the same time, South Korean star Anglenala and domestic movie star Eva Huang became spokespersons of Pearl brand.

Huadong international jewelry city

Third, relying on the construction of the park, accelerate industrial upgrading.

At the same time, in order to promote the upgrading and development of Zhuji Pearl Industry, in March 2000, the National Development and Reform Commission, the Ministry of Land and Resources and the Ministry of Construction approved the establishment of Zhuji Pearl Industrial Park in Zhejiang, a provincial development zone. It is one of 22 circular economy pilot parks in Zhejiang Province.

The park has provincial platforms such as pearl industry technology innovation service platform, provincial pearl industry association, provincial pearl quality testing center, the first batch of provincial export bases, and provincial SME entrepreneurship bases. Huadong International Jewelry City is a first-class pearl trading wholesale market in China, and was rated as "the largest pearl and pearl jewelry professional market in China" by the State Council Development Research Center. The park is currently actively integrating and upgrading. After the integration and upgrading, the spatial layout of pearl industry with "one heart and two districts" will be formed. The planned area of the park is 1 1.46 square kilometers, and there are 2 enterprises entering the park 102, with an accumulated industrial investment of 3.047 billion yuan and an accumulated infrastructure investment of 283 million yuan. At present, the park has formed a complete industrial chain from pearl product production and processing, pearl cosmetics, pearl shellfish products to deep processing of mussel meat.

20 1 1 year, the industrial output value of the park was 7.303 billion yuan, up 35.77% year-on-year, and the sales volume was 765.438+85 million yuan, up 35.12% year-on-year; The total profit was 979 million yuan, the tax revenue was 65.438+0.23 billion yuan, the profit and tax was 65.438+0./kloc-0.20 billion yuan, the self-export was 268.49 million dollars, up 654.38+0.49% year-on-year, the contracted foreign capital was 65.438+0.235 million dollars, and the actually used foreign capital was 65.438 million dollars.

1. National Inspection Center (Zhuji Pearl Laboratory of National Jewelry and Jade Quality Supervision and Inspection Center): jointly established by National Jewelry and Jade Quality Supervision and Inspection Center, Zhejiang Zhuji Pearl Industrial Park Management Committee and Zhuji Product Quality Supervision and Inspection Institute. The laboratory will fundamentally reverse the embarrassing situation that the original jewelry products such as gold, silver and jade in Zhuji cannot be detected, and promote the healthy development of the pearl industry through the improvement of the quality of accessories.

2. E-commerce Center: After completion, it will extend the reach of industrial marketing, enhance the influence of the industry, and form a virtual pearl empire by combining e-commerce in the pearl industry, so as to maximize the platform effect of the network.

3. Design Center: Set up a jewelry and jade design studio in the industrial park to serve the enterprises in the park. By then, it will enrich the styles of finished pearls, improve the added value of products, and then help freshwater pearls improve the profit rate of the industry and get out of the predicament of low-price competition.

IV. Science and Technology Innovation Platform (Science and Technology Innovation Service Platform for Pearl Industry in Zhuji City, Zhejiang Province): Since the platform was put into use in June 5438+February, 2009, the science and technology innovation service platform for Pearl Industry in Zhuji City, Zhejiang Province has kept pace with the times, developed synchronously with the industry, has relatively perfect infrastructure and good service business, and basically achieved a virtuous circle.

Fourth, take the jewelry city as a platform to build a jewelry production and sales center.

Zhuji pearl market has experienced six changes. At present, East China International Jewelry City was jointly built by Hong Kong Minsheng Group and local leading enterprises in Xiahu Lake in 2008.

Shen Zhenzhu Cultural Exhibition Site

The East China International Jewelry City, supported by Zhuji Mountain and Lake Pearl Industry Chain for more than 40 years and based on the global pearl distribution center, has built the largest international jewelry trading platform integrating production, processing and sales in China. The East China International Jewelry City project will be built in three phases, with a total investment of 3 billion yuan and a total planned area of 6,543,800 square meters. The construction area of the first phase market is about 6,543,800+0,680 square meters. Standard factory buildings, comprehensive office buildings, apartments and other market supporting facilities have been put into use, and star-rated hotels are about to be put into construction. The first phase of the market officially opened on April 18, 2008, with more than 0,000 merchants/kloc-0. The commodities traded include thousands of varieties such as pearl raw materials, pearl jewelry, pearl beauty products, precious stones, crystals and K gold. At present, the market has spread to more than 60 countries and regions such as the United States, Japan, Russia and Southeast Asia. The annual trading volume of freshwater pearls in the market accounts for 80% of the whole country, accounting for more than 73% of the total trading volume of freshwater pearls in the world, which has established the position of the world freshwater pearl trading center. Jewelry City, together with the industrial and commercial departments and Zhejiang Pearl Industry Association, established the pearl raw materials and trading price index, and published it on the market trading website. The market has successively won the honorary titles of "National 4A-level tourist scenic spot", "Five-star civilized standardized market in Zhejiang Province", "Top 100 markets in China", "Top 10 demonstration markets for transformation and upgrading in Zhejiang Province", "National Key Contact Wholesale Market", "China Zheshang Industry Leading Market", "China Top 50 Brand Markets with Most Commodity Value" and "National Credit Demonstration Market". The second phase covers an area of 950 mu (about 630,000 square meters), with a construction area of about 6,543,800 square meters. The third phase covers an area of 250 mu (about 6.5438+0.7 million square meters) with a construction area of about 420,000 square meters. Improve the functional areas supporting the market, office, production, scientific research and logistics.

East China International Jewelry City will be based on the requirements of modernization, intelligence and internationalization, with pearl products as the leader and jewels such as gold, silver and precious stones as the support. After the project is completed, it will become a world-class pearl jewelry production and processing center, distribution and logistics center, brand display and trading center, capital circulation and business information release center, jewelry culture and business tourism shopping center. The area where East China International Jewelry City is located, whether it is commercial facilities, administrative facilities or public facilities, can provide various business conveniences for business households.

Fifth, make full use of the festival platform to enhance the visibility and influence of the industry.

In order to further enhance the popularity and reputation of the pearl industry, Zhuji has held seven pearl festivals since 1998. Through the Pearl Festival, hundreds of thousands of guests from more than 50 countries and regions, including the United States, Japan, South Korea, Switzerland, Australia, Italy, Chinese mainland, Hongkong and Taiwan Province Province, visited Zhuji, purchased and invested, and hundreds of investment projects settled in Zhuji.

Pearl Festival is a demonstration of the development achievements of pearl industry in Zhuji and even in China. Every Pearl Festival has important activities to mark the development of this industry. For example, in 2002, the first China Freshwater Pearl Design Competition was held. Since then, it has become the practice to hold a Pearl Design Competition at the same time in each Pearl Festival, so as to improve the design and processing level of the pearl industry. In 2006, the "Spirituality and Fashion" Pearl Fashion Show and the 3rd China Freshwater Pearl Jewelry Design Competition were held, and Wang Han, Qu Ying, Auspicious Sambo, Zhao Zhigang and other performing stars all appeared. At the Pearl Festival in 2008, the sixth generation pearl market-East China International Jewelry City was officially completed, which also marked the entry of Zhuji pearl industry into a new era. 20 10 pearl night-the performance of the original Yue opera "Legend of the Pearl" which integrates pearls and culture. Li Wuwei, Abulati Abdurexiti, He, Sun Wensheng, Ge Huanbiao and other national and provincial leaders have all participated in the Pearl Festival.

Through the Pearl Festival, we not only invite domestic and foreign merchants, but more importantly, promote our pearl industry and pearl culture. Through years of efforts, Zhuji Pearl has become the pearl capital of the world. At the same time, we have successfully excavated Zhuji's unique pearl culture, and integrated, deepened and popularized Zhuji's culture, such as Zhuji's "Xi stone, pearl is pregnant because of shooting", which made the pearl break through the traditional concept of jewelry products and endowed her with historical and cultural connotations.

Six, the current problems in the pearl industry

Generally speaking, the pearl industry is vast, but the added value of the industry is not high, and the input is not proportional to the return. The reason is that the pearl industry, like many other industries, takes the low-end route of "low cost, low price and large quantity", and the industrial cluster effect has not been obvious. Specific performance in:

First, the pearl culture technology is uneven, the added value of products is low, and imitation is the main method. Due to the limitation of geographical distribution and the difference of cultural level, coupled with the low threshold of pearl culture, the whole pearl industry is in a situation of large quantity and low quality. At present, less than 10% of freshwater pearls can really be made into jewelry, and the rest can only be made into handicrafts, cosmetics and health products. The same is true in the field of processing. Many freshwater pearl production enterprises are backward in processing and design conditions and capabilities, with traditional design concepts, rough processing quality and monotonous styles, which are mostly limited to "beading" and single products. Some overseas pearl merchants process these freshwater pearls, label them with their own trademarks, turn them into their own products, and sell them all over the world to earn high added value. Therefore, it is particularly urgent for pearl industry to solve the technical problems in pearl processing.

The road to the construction of China's jewelry and jade jewelry characteristic industrial base

Second, the upstream and downstream industrial chains are not very close, and disorderly competition is prominent. Although Zhejiang freshwater pearl breeding and processing has formed a certain scale, the pearl industry has not yet become the fist between upstream and downstream manufacturers and peer enterprises, and the industrial chain is not tight and the price adjustment mechanism is not perfect. In addition, some small and medium-sized pearl enterprises and business households shoddy, confuse the real with the fake, and lower prices from time to time. The vicious price war in the pearl industry has undoubtedly caused great harm to the industrial development.

Third, the industry-oriented mechanism is not perfect and the hidden risks are obvious. Zhejiang province is the main producing area of freshwater pearls. Since 1990s, the scale of pearl culture has been expanding. Judging from the current situation, due to the lagging industrial orientation, hidden risks have begun to appear. (1) The contradiction between cultivating pearls and protecting water resources is increasingly prominent, and some residents living in water towns have encountered the problem of difficulty in drinking water. (2) The contradiction between cultivating pearls and protecting cultivated land is increasingly prominent. Although Zhejiang is known as the water town in the south of the Yangtze River, there are not many lakes and rivers for pearl culture due to industrial sewage and other reasons. In the early years, the state and local governments encouraged farmers to develop diversified businesses. Some pearl farmers dug ponds and raised pearls in fertile fields. At present, the country implements the strictest protection measures for cultivated land, which limits the expansion of pearl culture area. (3) The investment risk of cultured pearls is difficult to predict. Not only does the fluctuation of pearl price decrease, which affects the investment return of pearl farmers, but also unpredictable natural disasters, including the occurrence of epidemics, make cultured pearls face greater risks. Affected by the typhoon last year, thousands of acres of pearl farms in Wenling and Xiangshan were almost useless.

Fourth, the tax burden is unreasonable, which affects the development of pearl industry. With the gradual cancellation of agricultural tax and specialty tax, the policy of pearl farming has been gradually relaxed, but the policy of high tax burden is still implemented for pearl processing. National tax, including 17% value-added tax and 10% consumption tax; Local taxes, including 3% urban construction tax, additional comprehensive tax on education and 33% income tax. Due to the high tax burden, some pearl processing enterprises have reduced their investment, even turned to pearl farming, or directly exported raw materials. Due to the disconnection between breeding and processing, it directly affects the interests of pearl farmers and the economic benefits of the whole pearl industry.

Seven, Zhuji pearl industry development strategic positioning and development goals.

1. Strategic positioning

(1) industrial orientation: to build a world-class freshwater pearl breeding and marketing center.

Relying on the scale and characteristics of existing industries, we will accelerate the extension and expansion of the pearl industry chain, accelerate the development of new formats such as pearl cultural and creative industries, accelerate the construction of research and development headquarters, technical headquarters, design headquarters, marketing headquarters, trade headquarters and talent headquarters of the pearl industry, form a modern industrial cluster with pearl business, pearl culture, pearl creative design and pearl tourism as the core, comprehensively enhance the competitiveness of the pearl industry, and build a world-class freshwater pearl jewelry breeding and marketing center.

(2) Orientation of the park: to build a national first-class pearl characteristic industrial park.

The road to the construction of China's jewelry and jade jewelry characteristic industrial base

On the basis of the existing Zhuji Pearl Industrial Park in Zhejiang Province, with East China International Jewelry City as the core, a pearl core industrial zone, a related jewelry processing zone, a central intelligence zone, an extended product processing zone and a leisure tourism zone will be formed, forming a national first-class pearl industry characteristic park with twice the existing area, more complete supporting facilities and more obvious agglomeration effect.

(3) Positioning of industrial center town: Building Zhuji Pearl Industry Cluster Town.

Based on the existing Shanxiahu Town of Zhuji, according to the functional layout of "southern industrial zone, eastern tourism and leisure zone and western northern living zone", give full play to the advantages of Zhuji pearl characteristic industry, and make use of the unique lake landscape wetland resources located in the northern plain to build Shanxiahu Town into a high-quality and high-grade Zhuji pearl industry gathering town with distinctive industrial characteristics, supporting primary and secondary industries and perfect production and living facilities.

2. Basic principles

First, adhere to the guiding principles of scientific planning. In line with the national economic and social development plan, in line with national, provincial and municipal industrial policies, strengthen planning guidance and promote coordinated development.

The second is to adhere to the principle of giving full play to characteristics and advantages. Adhere to the development of characteristics, closely focus on the actual industry, foster strengths and avoid weaknesses, formulate industrial development strategies, give full play to advantages, make up for disadvantages, and develop a number of pearl enterprises with international vision and strong competitiveness.

The third is to adhere to the principle of independent innovation and development. Highlight the dominant position of independent innovation of enterprises, organically combine institutional innovation, technological innovation and management innovation to promote innovation and development.

Fourth, adhere to the principle of sustainable development. According to the requirements of new industrialization, we attach great importance to energy conservation, comprehensive utilization and clean production in industrial development, vigorously develop circular economy and low-carbon economy, and promote the sustainable development of pearl industry.

3. Development goals

(1) Overall goal

Realize three transformations, namely, realize the transformation of pearl industry from processing-oriented to equal emphasis on processing, manufacturing and creation, from price competition to equal emphasis on price and value competition, from production development to consumer demand, promote enterprise clustering, product diversification, high-end output value and industrial ecological development, build a modern pearl industry cluster with green environmental protection, low carbon emission, low energy consumption, low pollution and recycling, build a new framework for pearl industry development, and effectively enhance its core competitiveness.

(2) Specific objectives

Industrial scale: strengthen and enlarge leading enterprises, enhance the radiation-driven role in the development of small and medium-sized enterprises, actively introduce foreign capital and domestic jewelry enterprises to settle down, and constantly optimize the pearl industry structure. Strive to add 8 enterprises with sales revenue exceeding 100 million yuan 10, 3 enterprises with output value exceeding 100 million yuan, 8 enterprises with 500 million yuan, 200 million enterprises10 and 20 enterprises with 50 million yuan. The introduction of foreign capital reached $25 million in the whole year; The annual output value of pearls is more than 45 billion yuan, of which the output value of pearl processing industry is more than 25 billion yuan, with an average annual growth rate of more than 20%; During the planning period, the investment in industrial technological transformation reached 5 billion yuan, of which the investment in technological transformation of key enterprises exceeded 3 billion yuan, the investment in tertiary industry reached 2 billion yuan, and the investment in tertiary industry of key enterprises reached 654.38+0.5 billion yuan. Marketing objectives: Strengthen the integration of primary and secondary wholesale markets, accelerate the expansion of terminal sales channels, and lay out high-end consumer markets in Europe and America, and strive to achieve a pearl industry sales of 40 billion yuan, self-export of more than 400 million US dollars, domestic market share of 85% and international market share of 75% by 20 15.

Listing goal: make full use of the resources of existing listed companies and become better and stronger through mergers and acquisitions, restructuring and other means. Accelerate the listing of pearl enterprises, and strive to reach 4 listed enterprises at home and abroad by 20 15.

Brand creation goal: intensify product cultural creativity and brand creation, accelerate the realization of a new leap from "OEM" to "brand creation", make great efforts to launch Pearl regional characteristic brands, and strive to have 6 well-known trademarks in China and 2 internationally renowned brands1~ by 2065,438+05; Improve the innovation ability of enterprises, increase investment in research and development, and strive to create six national key high-tech enterprises, reaching eight.

Creative goal: increase creative input, closely combine creative design with physical products, improve the contribution rate of creative design elements to the added value of pearl industry, and make Zhuji an information center and display window for pearl jewelry creativity. Strive to reach 0.5% of its sales by 20 15, build a 1 creative design platform, and establish a 10 creative design enterprise.

The road to the construction of China's jewelry and jade jewelry characteristic industrial base

The road to the construction of China's jewelry and jade jewelry characteristic industrial base