Ten years of wind and rain, another spring in prosperity.

Fuhui brand was founded in 1984, and has gone through 28 years. The first 18 was the best period of economic and social development in China, and Fuhui won the golden development period of 18 and became the leader of Chinese jewelry enterprises. Three president, seven members of the Standing Committee of the Political Bureau and several foreign heads of state personally inspected the company, leading the coquettish Chinese jewelry industry. When the wheel of history is loaded into 2 1 century, due to the influence of system and many factors, enterprises have also reached the threshold of survival and development, and setbacks and difficulties have severely tested Fuhui people.

Frustration is a common situation in enterprise management. The weak fall in the face of setbacks, and the strong grow and rise in setbacks. Fuhui people did not remain silent in fear, nor did they die indulging in the past. Instead, I held my head high in difficulties, shared joys and sorrows with lofty sentiments and fighting spirit, and entered a new decade of second pioneering.

1. Work hard and work hard

In the development of last century, Fuhui Company mainly focused on the processing and export of gold jewelry. In the mid-1990s, when Shenzhen's gold jewelry processing industry quickly entered a leap-forward development by virtue of its superior geographical location, flexible mechanism, perfect format and strong financial strength, Fuhui's gold jewelry processing advantage was no longer in sight, and the company was faced with a huge development dilemma due to the major adjustment of the national export tax rebate policy for gold jewelry.

Fuhui people are not intimidated by the difficulties in their progress. In 2002, the company began to carry out the shareholding system reform, and the operating mechanism and incentive mechanism were effectively activated. The decision-makers of the company sized up the situation, adjusted the business strategy in time, seized the good brand foundation of Fuhui, and relied on the good opportunity of the broad development prospect of Haixi Economic Zone to quickly change from single export to both domestic and foreign exports, formulated the policy of "two-legged walking", opened up direct jewelry stores in the province and national department store counters, made great efforts to shape the brand image of Haixi, enhance brand competitiveness, constantly transform processing bases, increase investment in developing high-end products, and expand diversified operations, thus creating new development ideas in the new decade.

20 12 China jewelry yearbook

1. 1 Actively expand domestic jewelry retail outlets.

Fuhui brand is the most influential local brand in Fujian province and enjoys a good reputation in the society. The company takes this opportunity to build a jewelry brand in Haixi Economic Zone. On the basis of spending money to newly install several existing Fuhui exclusive gold shops, three new jewelry exclusive gold shops with an investment of tens of millions of yuan have been opened in Fuzhou's prosperous business district, and Fuhui counters and specialty stores in Xiamen, Longyan, Quanzhou and Zhangzhou have also established themselves in the local area, which is quite large. In addition, we will continue to consolidate the counters of Fuhui in Dalian and Wuhan, and take root in the markets outside the province. Up to now, Fuhui's investment in direct stores has exceeded 1 100 million yuan.

20 12 China jewelry yearbook

1.2 Remodeling brand image and enhancing brand competitiveness

In 2002, Fuhui Company made great efforts to re-enhance the brand image of Fuhui, and put forward the business philosophy of "People without me, people with me new, people with me new and excellent", striving to become the most influential jewelry brand in Haixi Economic Zone. A series of brand recognition systems such as Fuhui's new Logo logo, brand culture and store image will be activated. Brand-new brand image, counter sales, personalized and distinguished counter service, intimate after-sales service and targeted marketing are gradually recognized by consumers, and business performance is improving year by year.

In September 2000, recognized by the State Administration for Industry and Commerce, Fuhui became one of the first brands in the domestic jewelry industry to win the title of China Famous Trademark. In 2004, AQSIQ began to select China famous brands in jewelry industry. In the fierce competition of jewelry industry, Fuhui brand lived up to expectations and became one of the first nine well-known brands in China. Fuhui brand has also won the titles of "National Customer Satisfaction Product", "Famous Brand Enterprise in China's Jewelry Industry" and "Export Famous Brand with Key Cultivation and Development in Fujian Province".

1.3 Take the initiative to participate in jewelry exhibitions at home and abroad.

The company actively participates in international jewelry exhibitions in Switzerland, the United States and Hong Kong, as well as various professional and comprehensive exhibitions in China, such as Beijing China International Jewelry Exhibition, Shenzhen Jewelry Exhibition and Canton Fair, in order to display brand image, participate in industry competition, strengthen exchanges between the industry and customers, and absorb and learn advanced technology and fashion trends in the industry. The company regularly arranges technicians to participate in professional training in the industry every year, and arranges designers to go abroad to observe and inspect. The inlaid jewelry designed by the designer participated in the CCTV China Jewelry Design Competition and won the bronze medal in the inlaid group.

1.4 invested heavily in transforming the processing base.

In 200 1 year, the company adjusted its own jewelry testing center certified by the national quality and technical supervision department, strengthened the internal quality supervision function, rectified the production, processing and management of the processing factory according to the requirements of ISO9000, implemented the production concept of scientific management, formulated the standardized operation standard of process links, improved the quality management system, and realized the computer networking in the whole process of production, which greatly improved the work efficiency and effectiveness and reduced the inventory.

(1) Develop and produce hard gold products.

In 20 12, the company seized the strong market demand for thousands of hard gold products and invested heavily in upgrading electroforming decoration equipment, breaking through the restrictions of traditional electroforming technology on styles and varieties. On the premise of ensuring the fineness of thousands of gold, the company uses advanced technology to process the traditional soft "pure gold" into pure gold with higher hardness, which not only maintains the fineness of thousands of gold, but also has novel style and high hardness. At the same time, it is thinner than ordinary thousands of gold and is widely welcomed by consumers. At present, the product is in the stage of mass production, which not only increases the new varieties of gold jewelry, but also improves the added value of the product and obtains better economic benefits.

(2) Continue to promote the processing and export of inlaid ornaments.

In 2002, Fuhui Mosaic Factory hired senior jewelry design experts from Hong Kong, set up a product R&D technology center, with more than 30 designers and R&D personnel, and introduced a number of advanced production equipment. The newly rebuilt mosaic factory is based on technological innovation and technological innovation, abandoning the mode of producing bulk commodities and striving to overcome technical difficulties. The technology is constantly innovating, breaking through the traditional mosaic technology concept. The products are produced by luxury assembly, seamless inlay, wax inlay and micro-inlay, reaching the international advanced mosaic technology and exported to Southeast Asia, the Middle East, Europe, America, Japan and other countries and regions. In the five years before the global financial turmoil in 2007, the export volume of processing increased by 80% every year. After two years of adjustment, the global economy has entered a recovery period, and the processing and export business of mosaic factory has once again entered a busy period. It is estimated that more than 50,000 pieces of inlaid jewelry will be processed in 20 12, and the total export value will reach 30 million US dollars.

20 12 China jewelry yearbook

(3) gain a foothold in the lathe tool market.

With more than ten years of rich diamond processing experience and strong technical personnel base, Fuhui Diamond Factory began to produce diamond turning tools from 1997. At present, there are dozens of diamond turning tools developed, which have undertaken the production and processing of turning tools from more than ten jewelry manufacturers in Shenzhen, and the quality is praised by peers.

2. Actively and steadily explore diversified development paths.

2. 1 expand the import and export business of general trade such as handicrafts.

In 2002, on the basis of consolidating the main business of jewelry, the company tried to expand the import and export trade of handicrafts, clothing and bags. At present, the company's business has developed into clothing, food, machinery, stone and other fields, and the markets are all over Hong Kong, Macao, Europe, America, the Middle East and other countries and regions. In 2003, the export trade volume of non-jewelry reached US$ 45.9 million, ranking fifth among the exports of private enterprises in Fujian Province.

2.2 set foot in real estate and hotel tourism

While focusing on the production and marketing of its main business, Fuhui Company tried to rely on the funds raised by employees for capital operation, expand the scale of the enterprise through mergers and acquisitions, and successfully set foot in new fields such as real estate and hotel industry. In 2008 and 2009, we successfully acquired three large-scale properties with a total construction area of 10,000 square meters by participating in public auctions.

20 12 China jewelry yearbook

In 2009, the company became the controlling shareholder of Fujian Wuyishan International Trade Hotel, a quasi-four-star hotel located in Wuyishan Scenic Area of China. Through the renovation of the hotel's interior decoration and other hardware facilities, a management team with rich hotel management experience was introduced, which greatly improved the hotel's operating conditions and increased economic benefits.

2.3 Fuhui Pawnshop Opening

In recent years, the social demand for private financing capital is quite active, and the financing channels and methods are also diverse. As a new and fast financing method, pawn is a special financing method, which has the remarkable characteristics of flexible mode and comprehensive supporting services. Therefore, its development prospect is very promising. After strict market research, the company set out to build a Fuhui pawnshop. After two years' careful preparation, it obtained the pawnshop license issued by the Ministry of Commerce on 20 10 and put it into operation, becoming the first jewelry enterprise in the domestic jewelry industry to set foot in the pawnshop industry. After opening, the operation is good and the economic benefit is good.

3. Cross-flow of the sea, Fuhui and the ten-year development of the industry

After ten years of secondary development, Fuhui Company has as many as ten wholly-owned and holding enterprises. The asset scale of the enterprise has expanded from more than 6,543,800,000 yuan at the beginning of business to more than 300 million yuan, and the asset-liability ratio is below 50%, which has been rated as a normal and excellent enterprise by many banks. We plan to establish Fuhui Group Company on the basis of existing wholly-owned and holding enterprises.

After ten years of development, Fuhui Company, like other enterprises in China's jewelry industry, bathed in the spring breeze of reform and opening up, and with the full care and support of China Jewelry and Jade Jewelry Industry Association, overcame many difficulties on the way forward and made some progress. I experienced another spring scenery.

Looking forward to the new decade of Chinese jewelry, we will make due contributions to the healthy, orderly and prosperous development of Chinese jewelry through effective industry self-discipline, honest management, paying attention to the connotation and culture of brands, and caring for mature markets.

I believe that the future of Fuhui will be better, and I believe that the future of China's jewelry industry will be more prosperous.