Shandong Changle bases itself on resources, expands its industry and builds an international jewelry city.

Changle, located in the middle of Shandong Peninsula, is a suburb of Weifang. It was the capital of Qi in ancient times, and now it is the gem capital. Changle county governs 4 towns and 5 streets 1 provincial development zone, with a total area of101km2 and a total population of 600,000.

Changle County has convenient transportation, and is the transportation hub and entrance of Shandong Peninsula, with roads, railways, aviation and postal services extending in all directions. It is 0/80km away from Jinan/KLOC-0, the capital of Shandong Province in the west, 0/90km away from Qingdao/KLOC-0, the port city in the east and 80km away from Bohai Bay in the north. Ji Jiao Railway, Qing Ji expressway and National Highway 309 run through the east and west, while provincial highways Dayi Road and Wang Jiao Road run through the north and south.

/kloc-A volcanic eruption 0/80,000 years ago not only formed nearly 100 ancient craters in Changle County, Shandong Province, but also brought precious wealth-sapphire to the local people. Changle sapphire storage area is 450 square kilometers, accounting for 1/3 of the county's total area. It is one of the largest sapphire mining areas in China, which is rare in the world. Changle County is therefore known as "the hometown of sapphire in China" and "the sapphire capital of the world", and is also named "Gemstone City in China".

I. Status of Sapphire Resources

Changle county is rich in natural resources. /kloc-The volcanic eruption 0/8 million years ago brought a precious treasure-sapphire to Changle people. It was discovered by 1984. From 1986 to 1990, it is found that Changle sapphire mining area covers an area of 450 square kilometers, accounting for 1/3 of the county's total area, with reserves of several billion carats, among which the rich mining area has a grade of more than 30 grams per cubic meter, which is one of the largest sapphire mining areas in China and rare in the world. At the same time, compared with sapphires from Thailand, Myanmar, Sri Lanka and other countries, Changle sapphire has the characteristics of deep color, large particles, remarkable dichroism, complete crystals, many unique gems and many colorful gems, so it is favored by consumers at home and abroad.

Second, the development status of the jewelry industry

Since 1984 Changle discovered sapphire, Changle county has made full use of this resource advantage to develop jewelry processing industry and gradually formed a certain scale. Especially in recent years, the county party committee and government of Changle have given full play to the advantages of resources, policies, technology, talents and market, strengthened industry management and intensified cultivation, and the jewelry industry has developed rapidly, becoming the highlight of Changle's emerging industries and an important pillar industry of economic development. At present, there are more than 40,000 employees in the jewelry industry in Changle County, and there are more than 20,000 enterprises engaged in jewelry processing and sales, with an annual processing of10.3 million carats, 45 million pieces of jewelry and 5,000 Dovanca of precious metals, making it one of the largest jewelry distribution centers in China.

China Gem City Market covers an area of 1.20 mu, with a building area of 80,000 square meters. Built in 65,438+0,993. It is a large-scale and fully-functional professional wholesale market for gem ornaments, precious metal ornaments, craft gifts and tourist commodities approved by the State Administration for Industry and Commerce, and has been identified as a key tourist shopping spot in Shandong Province by the Shandong Provincial Tourism Bureau. At present, there are more than 200 jewelry processing enterprises in the market, including more than 40 and 60 brands from Hong Kong, Shenzhen, Beijing, Shanghai, Fujian, Guangzhou and Yunnan. The annual market turnover reached 654.38 billion yuan. In order to maintain the healthy and long-term development of the market, all operating enterprises in the market always follow the business philosophy of "honesty is gold and customers are friends", adhere to honest management and fair trade, and maintain a good market order. Since 2002, the market has been rated as "Weifang Standardized and Civilized Market", "Weifang AAA Credit Market" and "Weifang Consumer Satisfaction Market" for many times. In 2004 and 2005, China Gem City was rated as "Top 100 Competitive Markets in China" for two consecutive years. On June 5438+065438+ 10, 2006, Changle County of Shandong Province was awarded as "China Jewelry and Jade Jewelry Characteristic Industry Base" by China Jewelry and Jade Jewelry Industry Association and Jewelry Management Center of Ministry of Land and Resources at the "Mayor Forum of China Jewelry and Jade Jewelry Characteristic Industry Base" jointly sponsored by Ministry of Land and Resources, National Development and Reform Commission and Ministry of Science and Technology.

Volcanic landform in Changle county

The development road of China's jewelry and jade jewelry characteristic industrial base

Changle County has successfully held the 11th China International Jewellery Exhibition and the 6th China International Jewellery Festival since 1996, relying on its strong industrial advantages and adhering to the principle of "building a stage for gems and singing opera in economy and trade". According to statistics, during each gem festival, hundreds of dealers and tens of thousands of merchants from the United States, Singapore, Australia, Thailand, India, South Korea, Malaysia, Jiangsu, Yunnan, Henan, Liaoning, Xinjiang, Zhejiang, Beijing, Shanghai, Shenzhen, Guangzhou, Hong Kong, Taiwan Province and other provinces and cities came to Changle County to participate in exhibitions and negotiate business, with a transaction volume of 6,540. By holding the Gem Festival, not only the unique charm of sapphire in Changle County and the strong advantages of jewelry industry were shown to the world, but also Changle County was further publicized, which improved its popularity and played a positive role in promoting the extraordinary leap-forward development of Changle County's economy.

Third, the main practices

In order to realize the progress from gem producing area to international jewelry distribution center, there are six main ways to build Changle County into a veritable international jewelry mall and promote the development of jewelry industry.

The second is to adhere to orderly development. In order to change the disorderly situation of national sapphire mining and jewelry processing, Changle County set up a sapphire mining office from 1996 to manage sapphire mining in the county according to law. According to the investigation results of the geological department, the related mining conditions such as the reserve, distribution and grade of sapphire are distinguished, and mechanized and semi-mechanized mining are adopted in the enrichment area respectively to prevent ore leakage; Lean mines and sporadic corner mines are mined by the masses with certificates, and indiscriminate mining and digging are prohibited. Starting from 1998, Changle County has done a good job in the management of mineral resources in forbidden mining areas, mining areas and reclamation areas according to the principle of sustainable development, requiring licensed mining, and at the same time doing a good job in the fine recovery of precious stones and rough stones, making full use of the existing processing capacity of the county, digesting the raw materials developed in previous years year, fully embodying the value of sapphire and excavating the cultural heritage of precious stones.

In September 2005, the opening ceremony of the 4th International Gem Festival was held. By 2007, the 6th China International Gem Festival has been held continuously.

The second is to promote gem culture. In order to fully display the sapphire elegance of Changle, carry forward the gem culture and build the brand of "Sapphire Capital of the World", in June, 2002, 5438+ 10, Changle County built the China Gem Museum, which collected samples, wool, finished products and pictures of primary gems from all over the country and some internationally famous gem producing areas, showing people the long history and glittering brilliance of gems. It is a collection of precious stones and jade culture.

The third is to do a good job in quality inspection. With the cooperation of Shandong Gold, Jewelry and Jade Quality Supervision and Inspection Center, Changle China Gem City Management Committee and Changle County Technical Supervision Bureau, equipped with high-level testing equipment, Changle Testing Station of Shandong Gold, Jewelry and Jade Quality Supervision and Inspection Center was established in China Gem City, with the annual testing capacity exceeding10 million pieces. The establishment of this testing station has made the jewelry quality of Changle County jewelry trading market have unified and standardized standards, strictly controlled the jewelry quality of Changle County, greatly improved the integrity of China Gem City market, and laid a solid foundation for the implementation of "brand strategy".

The fourth is to optimize the policy environment. 1996, Changle county party Committee and county government issued "Opinions on Accelerating the Development of Jewelry Industry". In order to standardize the jewelry market and promote the healthy and rapid development of the jewelry industry, the first county-level gemstone association was established, focusing on planning, coordination, supervision and management of the jewelry industry in the county. At the same time, it provides market information, technical training, business guidance and other services for the development of jewelry industry in the county, creating a relaxed environment for the healthy development of jewelry industry.

The fifth is to carry out exchanges and cooperation. The jewelry industry in Changle County started earlier in China. With strong industrial advantages and the principle of "building a stage for gems and singing for economy and trade", Changle County has successfully held the 11th China International Jewelry Fair and the 6th China International Jewelry Festival since 1996. During each jewelry festival, hundreds of jewelry tourism enterprises and merchants at home and abroad are attracted, and tens of thousands of people come to participate in the exhibition and negotiate trade. The exhibits involved more than 20 kinds, more than 500 kinds of colors and thousands of styles, with a turnover of about 654.38 billion yuan. In 2005, Changle China International Gem Festival won the "Top 50 National Festivals".

China Gem City is a large-scale jewelry trading market in China.

Gem Festival not only brought rich economic achievements, but also changed the thinking of Changle people. Gem Festival can be compared to "window, bridge and axe": "window" is to further open the market of Changle Gem City; "Bridge" is a successful brand of "Changle Gem City", which broadens Changle economy and makes Changle jewelry industry go to the international market. "Axe" has opened up a number of new economic growth points for Changle County, including tourism, and injected vitality and vigor into Changle economy.

China Changle Boutique Sapphire Competition Recorded by CCTV

The sixth is to strengthen media publicity. Practice has proved that our propaganda work has been fruitful, especially in the past two years, we have produced and broadcast columns such as Jianbao, Art Investment and Treasure Hunting, which have been published in People's Daily, Guangming Daily, Consumer Daily, Popular Daily, Qilu Evening News, Gem Weekly and Jewelry Fashion Magazine. Through serial, all-round, multi-level and multi-type three-dimensional publicity, the sapphire and its jewelry industry in our county have had a wide influence at home and abroad, and gradually formed a jewelry market brand with independent business philosophy and cultural connotation in the minds of consumers, which has played a positive role in further enhancing the scale of our county's jewelry industry and promoting the development of various undertakings.

Fourth, development ideas.

The first is to implement brand strategy. With the increasingly fierce competition in the industry, domestic and foreign brand jewellery has settled in the Gem City. The Changle County Party Committee and the county government put forward the brand strategy to improve the brand awareness of jewellery enterprises and build the Changle jewellery brand on the basis of the existing market scale. Since the implementation of the brand strategy, around the theme of building a jewelry brand, the county has taken "grasping style, building image, stressing honesty and building brand" as the focus of enterprise development, constantly strengthening the business philosophy and brand awareness of enterprises, and various jewelry enterprises have set off an upsurge of striving for brands. Since 2005, two jewelry enterprises in Changle County have been rated as "Famous Brands in China's Jewelry Industry", two as "Famous Brands in Shandong Jewelry and Jade Industry", five as "Six Precious Shops of Shandong Tourism Commodities", 18 products as "China Famous Brands" and 1 enterprises as "Shandong". The acquisition of these brands and honors has greatly improved the grade of Changle jewelry, improved the popularity of Changle County, opened up new growth points for the development of Changle County jewelry industry, and laid the foundation for building an international jewelry city.

Second, actively introduce talents, persist in technological innovation, and fully tap the value of sapphire. Advanced technology is the symbol of industrial strength, and technological innovation is the foundation of industrial prosperity. According to the unique characteristics of jewelry products, only by constantly adding new varieties and styles, technological innovation and product innovation can we ensure the vitality of enterprises and gathering places. In the next step, we will adopt the strategy of "attracting talents, cultivating talents and reusing talents", introduce advanced processing equipment, do a good job in technological innovation, especially sapphire discoloration technology, enhance the research and development ability of new products and technologies, and launch innovative, avant-garde and marketable jewelry products to maximize the value of sapphire.

Third, expand the market scale, upgrade the market grade, and rebuild and expand China Gem City. With the increasingly fierce competition in the jewelry market, domestic and foreign brand ornaments have settled in the gem city, and the Changle county party Committee and government decided to rebuild and expand the gem city. On the basis of the existing market scale, expand the jewelry market, upgrade the market level and build an international jewelry city. China Gem City is divided into the following three phases:

Gem City Phase II Project: Located in the northeast corner of China Gem City, covering an area of 30.75 mu, it will build a Shandong tourism commodity trading center. The total investment of the project is 280 million yuan, the total construction area is 72,000 square meters, and the building design is 17 floors. The main function design is the wholesale transaction and business office of jewelry, craft gifts and tourist commodities. The project started in March 2007 and is scheduled to be completed and put into use in 2008.

Perspective of China Baoshicheng Trading Center

Gem City Phase III Project: Located in the east of Gem 1 Street in Changle County, north of Xincheng Street, west of Changle County Public Security Bureau and south of the north wall of Shandong Limei Digital Co., Ltd., it covers an area of about 183 mu, with a planned total investment of 300 million yuan and a construction area of 200,000 square meters. Mainly to create a jewelry trading theme mall integrating jewelry culture promotion, jewelry brand promotion and jewelry boutique monopoly.

Gem City Phase IV Project: Located in the south of Xincheng Street, north of Gem Street, east of Changda Road and west of Gem City 2 Road in Changle County, adjacent to the existing China Gem City, with a planned area of 380 mu and a planned total investment of 654.380+06 billion yuan. It is planned to be a group business model integrating gem display and trading, gem culture, office, commerce and residence, culture and entertainment, and restaurants and hotels.

After the completion of the second, third and fourth expansion projects of Gem City, China Gem City will be a large-scale international shopping center with an area of nearly 1 10,000 mu, a building area of 1 10,000 square meters and an annual transaction volume of 50 billion yuan, integrating tourism and shopping, jewelry display and trading, catering and accommodation, leisure and entertainment, and commercial residence, forming an international jewelry "buy the world".

China Gem City Master Plan Effect Map