Hao emerald forging

Li Jianxing Jewelry Company, founded in 1992, is a world-renowned jade brand company engaged in high-end jade art products, integrating production and processing, design and research, wholesale and retail, and cultural promotion. It occupies a leading position in the jade jewelry market at home and abroad. After more than 20 years of development, "Good Jade for Health" and "Good Jade for Health" have been deeply rooted in the hearts of jade lovers. From June 5438 to October 2009 10, after peer recommendation, association sponsorship, expert review and consumer questionnaire survey, Li Jianxing jewelry was far ahead and won the title of "China Jade No.1".

20 12 China jewelry yearbook

For more than 20 years, Li Jianxing, headquartered in Hong Kong, has looked at the development of the global jewelry and jade industry, and deeply felt that although China is a big producer and consumer of jade jewelry, it does not have its own top jade jewelry brand. Therefore, Li Jianxing takes it as its responsibility to build the first national jade jewelry brand in China, and makes continuous efforts for it.

1. Layout first to occupy the commanding heights of the jade market. Li Jianxing Jewelry 1992 was established in Hongkong, and has been committed to the wholesale business of high-end jade, occupying a high proportion in the global high-end jade market.

With a large share and honesty, we are constantly seeking opportunities for development and growth. We know that to be bigger, we must be stronger. Being strong means good goods, large quantity of goods, complete varieties, many fine products and excellent service. However, if the jade industry has such conditions, it needs huge financial support, rolling development, small profits but quick turnover, good products and showing its strength, so as to be truly convincing. After the remarkable achievements in Hongkong, Li Jianxing Jewelry is optimistic about the great potential of the mainland market.

(1) entered the Jade Street in Guangzhou in 2003. The products are all green, ripe, full of moisture and good in style, and won unanimous praise from peers and jade lovers.

(2) In 2006, after investigating the jade market in Beijing, it was decided to open a jade flagship store at 3800m from Dong 'anmen Street in Wangfujing, which shocked the jade industry in Beijing. It is simply a dazzling array of fine jadeite and high-end goods. Many jade operators and jade lovers in China have come thousands of miles to enjoy the negotiation, and they have been in an endless stream for a long time.

(3) Since 2065438+00, more than 30 self-operated stores have been opened in economically developed areas such as Shenzhen, Guangzhou, Beijing, Shenyang, Shanghai, Hangzhou and Ningbo. Unique decoration style, high-grade goods and good service make customers know, understand and remember Li Jianxing Jade. Self-operated stores continue to open, but the requirements for opening stores have increased a lot. First, they insist on opening stores in economically developed areas; Second, insist on opening stores in the best local shopping malls; Third, rational layout will lay a solid foundation for greater development in the future.

20 12 China jewelry yearbook

2. Strengthen products and stabilize the foundation of the brand.

Rock-solid brand comes from excellent products, and the essence of brand is quality. Product quality is the lifeline of Li Jianxing jewelry and all the assets of Li Jianxing. Therefore, pay attention to product design and technology, product culture and product characteristics. Let Li Jianxing's jadeite pieces become extremely rare and exquisite works of art, and design products based on China culture, with originality, exquisite carving, extremely humanistic aesthetic style, beautiful, noble and elegant, creating a piece of jadeite products handed down from generation to generation and successfully leading the jadeite fashion.

Li Jianxing jewelry comprehensive development strategy: relying on jadeite raw materials, controlling raw materials; Manage products that meet different needs of the market; Pay attention to training and reserving all kinds of talents; Focus on building a high-end jade brand; Taking economic benefits as the center; Grasping the characteristics, building brands, shaping images, entering the market, expanding raw material transactions, expanding the scale of production and processing, increasing the sales of high-end products, constantly improving the internal quality of products, forming an industrial system integrating process research, material procurement, design and processing, and marketing display, and stepping out of a new jewelry industry combining precious metals, diamonds and jadeite, thus promoting the increasingly brilliant jewelry industry in Li Jianxing.

Since the beginning of this year, Li Jianxing Jewellery has been practicing hard, taking products as the core, ensuring the further increase of raw material reserves, rationalizing various channels, purchasing raw materials in Myanmar for many times, and investing huge sums of money to buy a 20,000-square-meter building in Kunming Economic Development Zone, which has played an extremely important role as a comprehensive business place integrating production, processing, exhibition and catering hotels.

Jade is both traditional and fashionable. Real design is not limited by time. It should be both ancient and modern, so that every jade can be reborn in the collision between tradition and fashion. Looking at the simple jade products, under the premise of designers' new vision of globalization, they all release brand-new fashion beauty, and at the same time ensure that they can stand the test of time, and peel jade, an oriental treasure, from the chaotic world poetically and infinitely, presenting a unique oriental fashion art.

20 12 China jewelry yearbook

Taste the details of Li Jianxing jade, let us know that real art and fashion are not just superficial articles. From raw materials, design, art and sculpture ... into Li Jianxing Jewelry Factory, we are greeted by the hard work of professional jewelry craftsmen, who are skilled and orderly at every step, striving for perfection and being meticulous. Groups of high-quality jade raw materials have become unparalleled works of art through their wonderful workmanship.

3. Practice internal strength and lay a good foundation.

After more than 20 years of continuous development and growth, Li Jianxing is still very young in the implementation of retail terminal brands, and many necessary conditions must be further strengthened and improved. The hardware is basically in place, especially the quantity, scale, fine products and facilities of commodities, which are in a strong state. However, in terms of personnel training, we still need to make great efforts to train and upgrade. We should learn from many colleagues in terms of service quality, commodity knowledge and business skills. The shaping of enterprise culture, the arrangement of enterprise system and the choice of enterprise development strategy all need some time and process to solve these three problems. These basic tasks have been unified through learning and their understanding has been improved. All managers' abilities in all aspects have been improved, and their core competitiveness has been further enhanced.

4. Seize the opportunity and face the difficulties.

At present, the jade market has entered a downturn, which will inevitably affect the economic development of China. Jade is a high-end luxury, so it is reasonable to restrict sales. However, there are many other factors in the current downturn of the jade market: for example, many negative media reports on jade have also affected the sales of jade, and many of these negative reports are hype, such as "hot money comes in to buy up raw materials" and "jade has risen many times in recent years, with a lot of bubbles" and so on. None of this is true. Some so-called experts and professors were interviewed and said, "Wait until the finished jade drops to the current price of 10% ~ 20%", which made consumers and jade lovers confused. Coupled with the continuous war in Myanmar, the suspension of public trading, the suspension of raw material mining, and the sharp increase in the rental counter fees of shops and shopping malls, most small-scale jade retailers are facing a great crisis.

As a jewelry company in Li Jianxing, the crisis is an excellent opportunity to look for opportunities, and now is the best time to enter a good area and a good shopping mall, and further select the best among them to continue to complete the layout of self-operated stores. Therefore, the work objectives for 20 13 years have been basically determined: expanding business scale, enhancing brand image, strengthening internal management, improving internal strength, preparing goods, strengthening production and processing, storing enough raw materials, expanding sales of finished products and improving service quality and level.

Under the guidance of this goal, Li Jianxing will open 60 self-operated stores and 600 franchised stores nationwide in the next three years. As an enterprise integrating traditional culture and modern management, Li Jianxing Jewelry has been developing steadily and excellently with an open and grateful mind. No matter how far the road is, we will strengthen our faith, base ourselves on being an emerald brand, speak with goods, tell the truth, establish an image and make a reasonable layout.

Design and process exquisite products for customers, create wealth for the company, make due contributions to society, create a bright future for employees, convince colleagues, satisfy consumers, and unswervingly become a leading enterprise in the jade industry.

20 12 China jewelry yearbook