In recent years, under the circumstances that the global financial crisis and the European debt crisis continue to impact, the external environment deteriorates, the whole industry is depressed, and the overall development is very difficult, we believe that enterprises "have the same desire" to deal with the cold current. First of all, the analysis of the international market economy situation is carried out within the enterprise. Through analysis, everyone thinks that the difficulties are temporary and the prospects are bright, because economic development is always wave-like, and there must be a climax when there is a trough, which is the inevitable law of economic development. The cold current we are facing is both a challenge and an opportunity. We should establish confidence in the face of difficulties, properly deal with them, adhere to the concept of long-term development of jewelry, keep the direction of jewelry as the main business unchanged, unify our thinking and understanding, and form the overall synergy of the team. At the same time, adhere to the people-oriented, focus on improving internal strength, strengthen internal management, and lay a series of "combination boxing", thus achieving a good trend of the company's business growth against the trend when the same industry is in trouble. 20 1 1 The annual sales revenue increased by 66% over the previous year, and the tax paid was 75.89 million yuan, an increase of 6 1% over the previous year. Our main methods are as follows.
1. Strive to build a scientific and technological platform and seek development based on scientific and technological innovation.
Science and technology is the primary productive force, and science and technology is the catalyst of market share. We persisted in making efforts in scientific and technological innovation and mainly adopted four measures.
1. 1 Combination of independent development and cooperative research and development
20 12 China jewelry yearbook
In the field of scientific and technological innovation, Guangxin Jewelry adheres to the combination of independent development and cooperative research and development, and has successively established Zhejiang Guangxin Jewelry Research Institute and National Postdoctoral Research Center. Together with Swarovski of Austria, it has established five R&D platforms, including Zhejiang University Guangxin Physicochemical R&D Center, Kunming University of Science and Technology Guangxin Environmental Protection Jewelry R&D Center and Zhejiang Normal University Guangxin Innovative Design R&D Center.
20 12 China jewelry yearbook
1.2 Accelerate the research and development of environmentally-friendly jewelry materials and products.
In response to international trade barriers, the company accelerated the research and development of environmentally-friendly jewelry materials and products, and launched the construction of CNAS testing laboratory for Guangxin Jewelry. At present, CNAS testing laboratory has passed the preliminary examination, and the output value of Guangxin environmental protection jewelry accounts for 70% of the total output value. The self-developed environment-friendly high-plasticity zinc-based alloy material won the third prize of China Light Industry Science and Technology Progress 20 1 1, which is the third science and technology award above the provincial level for the company in recent years. The alliance standard of "Environment-friendly Zinc Alloy Jewelry Materials", a major key project in Zhejiang Province drafted by Guangxin, passed the examination and approval of experts organized by Zhejiang Jewelry Industry Association.
Over the years, the company has undertaken 17 scientific and technological projects of governments at all levels and obtained 397 national patents, including 6 national invention patents. It has accumulated a lot in high-tech research fields such as green basic materials for jewelry and its manufacturing technology, innovative design and flexible manufacturing (information) technology, resource utilization and environmental protection technology. In the face of rising labor costs, in order to effectively reduce costs and take the road of automation, we have jointly developed an automatic point drilling rig with Shenyang Institute of Automation, Chinese Academy of Sciences, an automatic casting machine with Shanghai Institute of Radio Equipment, studied the solidification structure control and properties of zinc alloy under the condition of low-temperature gradient rotating force field with the doctoral team of Kunming University of Science and Technology, cooperated with Chinese Academy of Sciences to study automatic point drilling equipment, and cooperated with Zhejiang Normal University to engage in innovative design of jewelry industry clusters and research and application of key manufacturing technologies, all of which have made significant progress. 20 1 1 10, Guangxin Jewelry was recognized by the Ministry of Science and Technology as "Key High-tech Enterprise of National Torch Plan".
1.3 Practice social responsibility and complete the formulation of relevant standards.
The National Imitation Jewelry Standardization Technical Committee is the centralized management unit of China's imitation jewelry industry standards. As a secretariat unit, Guangxin Jewelry undertakes a series of work such as preliminary examination of national standards and industry standards in the industry, organization of technical review of standards, and approval. In 20 1 1 year, the company completed the light industry standards such as copper-tin alloy veneer ornaments and tungsten carbide ornaments, and the inspection and quarantine standards for children's imitation ornaments, and undertook the formulation of national standards such as precious metal veneer ornaments, including 5 industry standards and 4 national standards. This is a beneficial attempt for Guangxin to fulfill its social responsibility, protect consumers' rights and interests, protect the market and promote the orderly development of imitation jewelry industry in China. It has also realized the transformation and upgrading of enterprises from technology to patent and from patent to standard innovation.
1.4 Strengthening design foundation and team building
Original industrial design is one of the most effective ways to increase the added value of industrial products. Guangxin Jewelry attaches great importance to the construction of design and development team, and has formed a professional R&D design team of more than 300 people, including 3 doctors and 4 masters/kloc-0. On this basis, we will invest more than 100000 yuan to jointly develop 3D design system software with Zhejiang University and Zhejiang Normal University, which can reach the design and development capacity of more than100 new products every day. At the same time, we integrate resources around the world, establish cooperative relations with many professional design institutions in Europe, Japan, South Korea, Chinese mainland, Hongkong and Taiwan Province Province, and constantly lead the international fashion trend.
2. Expand new markets and expand market share.
2. 1 Actively adjust the market layout to cope with the changes in the international market.
In the domestic Yiwu fashion jewelry industry, exports account for more than 60%. With the global economic recession, the amount of foreign purchases has been greatly reduced, some overseas dealers have declined, and the business of many domestic jewelry enterprises has been greatly passive.
In this case, Guangxin actively adjusted the market layout to cope with the changes in the international market. Earlier years ago, when the whole industry was in a good situation, Guangxin was deeply aware of the coming of this crisis, and made up its mind to establish its own "bridgehead" and frontier positions in various key overseas markets, and made great efforts to cultivate and expand emerging markets.
After arduous exploration and preparation, Guangxin Jewelry has successively opened eight sales branches and more than ten self-operated retail stores, including Hong Kong branch, Los Angeles branch, Birmingham branch and Dubai branch. At present, these "bridgehead" rooted in overseas markets ensure the steady growth of major international market share and become an important growth pole of the company's sales growth. At the same time, they enable Guangxin to actively explore the international market and make up for the decline of the traditional export market. At the same time, they have mastered the pricing power of overseas markets to a certain extent, enhanced the influence of independent brands and enhanced their profitability.
20 12 China jewelry yearbook
2.2 Efforts to promote business restructuring, bold exploration and practice.
Guangxin Jewelry vigorously promoted the reorganization of socialized production business, boldly explored and practiced, outsourced some product manufacturing processes and procedures, and established more than 10 outsourced satellite factories, which not only eased the pressure on production capacity, but also reduced manufacturing costs and improved the ability to resist risks. At the same time, Guangxin Jewelry also pays attention to the integration of overseas industrial chain resources and constantly optimizes and improves its own business structure system.
20 12 China jewelry yearbook
2.3 Pay attention to changing the business model and marketing model
Guangxin Jewelry realizes that great changes have taken place in the current market and consumers, so Guangxin Jewelry focuses on combing and building brands and exploring how distinctive brands are accepted by consumers. At the same time, we have expanded various business models such as e-commerce, TV shopping and gift business on the basis of the original traditional channel model this year, and all of them have achieved good results-TV shopping has entered the 3 1 shopping platform, completing the coverage of the national TV shopping market; The e-commerce business has completed the strategic layout of major domestic e-commerce platforms, including Alibaba, Taobao, Taobao Mall, JD.COM Mall and other Guangxin Jewelry, which ranks first in the comprehensive sales of the three jewelry brands operated by Taobao.
2.4 Efforts to develop gift customization business
As a new business form, Guangxin Jewelry has established a Gift Division, which has successively developed major customers such as China Telecom, China Post, Minsheng Bank, Huaxia Bank and Guangfa Bank. At the same time, we will steadily promote the strategic cooperation with Metersbonwe Bang Wei and Bang Wei, and carry out cooperation with Vanke Eslite.
3. Establish and improve a multi-level talent training system and strengthen team building.
Guangxin Jewelry adheres to the people-oriented development concept and always puts talent introduction, training and quality improvement of all employees in an important position. The annual investment and training funds reach 5 million yuan. Through "bringing in" and "sending out", we started EMBA classes and established vocational and technical colleges, and gradually established a multi-level gradient talent training system.
At the same time, since the establishment of the enterprise, Guangxin Jewelry has always adhered to the open talent concept and selflessly helped the whole industry to cultivate and exchange talents. Up to now, more than 600 people have gone out from Guangxin Jewelry and established a backbone team of jewelry production and operation, which has been praised by the industry as the "Whampoa Military Academy" in China's jewelry industry.
20 12 China jewelry yearbook
In recent years, Guangxin Jewelry has launched and implemented the "Three Hawks" talent growth system in an all-round way. The "Young Eagle Program" focuses on helping college graduates, new employees, reserve cadres and grassroots employees to smoothly realize the transformation from "school people, social people" to "professional people"; The main goal of "Flying Eagle Program" is to train the flying eagle class, academic education class, middle-level supervisors, middle-level talent echelon members and professional and technical echelon personnel of online business schools into mature managers or core professional backbones; The "Eagle Plan" aims to cultivate the leadership of senior cadres and build an echelon of senior cadres and high-level talents.
The company has continuously sent some senior cadres and talents to China Europe Business School, cheung kong graduate school of business, Fudan University, Zhejiang University, Shanghai University of Finance and Economics and other institutions of higher learning to broaden their horizons and enhance their professional ability. The company also cooperates with international professional organizations to introduce high-end EMBA teaching and training to enterprises. Up to now, three training courses have been successfully held, with more than 150 graduates. 20 12, 19 On June 9th, the construction of the evaluation and standardization system of Guangxin jewelry skill talents was launched in an all-round way, and it was identified as one of the pilot units of the standardization system in Zhejiang Province and the authoritative organization of vocational skill appraisal. On August 24th, Guangxin Jewelry Co., Ltd. was awarded the "Construction Base of Zhejiang Enterprise Skilled Talents Evaluation Standardization System" at the promotion meeting of Zhejiang enterprise skilled talents evaluation.
4. Renew ideas, optimize management and enhance brand.
Guangxin Jewelry has formed the corporate values of "responsibility, pragmatism, cooperation and innovation" through ideological innovation, corporate culture promotion project and value discussion. Qi Xin works together to stimulate the initiative and enthusiasm of employees, thus improving the productivity and competitiveness of enterprises.
In terms of management innovation, through the continuous implementation of financial budget management, the company and all units are urged to formulate annual financial budget plans and monthly decomposition plans, timely review budget implementation, control costs and optimize resource allocation; Improve the approval process through revision, optimize and simplify the management process, and improve efficiency; Through the establishment of flexible salary system, the status quo of pot rice has been changed, the performance and result orientation have been clarified, and a win-win situation for enterprises and individuals has been realized. By carrying out the piece-by-piece mode of small assembly line, the cooperation ability between processes is strengthened, the enthusiasm of employees is improved, and employees supervise and encourage each other, which effectively improves the output and one-time qualified rate.
Guangxin Jewelry believes that the fashion jewelry industry still has sufficient development space in the future and will further move towards a more advanced development stage. For the future development, Guangxin Jewelry has established a transformation from focusing on manufacturing to focusing on standard setting, technology research and development, original design, brand management and channel construction. The long-term strategic goal of Guangxin Jewelry is to strive to become a fashion industry group with international influence and women's accessories consumption as its core.
5. Take the social responsibility of leading enterprises and lead the overall development of the industry.
Jewelry is the main business of Guangxin Group, and it is also the core industry that Guangxin will continue to operate. As a leading enterprise in the industry, Guangxin Jewelry not only focuses on its own development, but also shoulders the responsibility of leading the industry, and strives to lead and promote the overall development and growth of the whole industry, and strive to lead, lead, help and enjoy other enterprises in the industry in research and development, management, marketing channels, market information, personnel training and many other aspects.
As the president of Zhejiang Jewelry Industry Association, Guangxin Jewelry submitted the transformation and upgrading plan of the mass jewelry industry cluster to the Zhejiang provincial government, which was included in the first batch of 2 1 demonstration zone projects supported by the provincial government. In June this year, in view of the green barriers in the international market, Guangxin initiated and started more than 30 key enterprises in the industry, jointly issued and implemented the alloy jewelry alliance standards, and strived to advocate the green concept, promote the research and development and application of environmentally friendly green materials and processes, and promote the upgrading and improvement of the industrial chain.
In the Implementation Plan for the Transformation and Upgrading of Jewelry Industry Clusters, it is planned that during the Twelfth Five-Year Plan period, the total output value of Yiwu jewelry industry will reach 60 billion yuan, and the total export value will reach 4-6 billion US dollars. A "China Jewelry Enterprise Group" with leading enterprises as the core will be established to form a backbone enterprise group with specialized division of jewelry design, and production and sales will be formed within the group, and a "China Jewelry Logistics Center" will be established to build the world's largest jewelry trading base.
Around this goal, Guangxin Jewelry Industry Association, with the support of the local government, put forward eight action plans: First, by holding the China International (Yiwu) Jewelry Exhibition, we will build China Jewelry Headquarters and build a world-famous fashion jewelry publishing and exhibition center; The second is to build Yiwu Jewelry Science and Technology Industrial Park in China and form a famous industrial cluster in China with international competitiveness; Third, on the basis of the construction of Yiwu Jewelry Science and Technology Industrial Park in China, according to the requirements of the construction of the national new industrialized jewelry industry cluster demonstration base, establish the national new industrialized jewelry industry cluster demonstration base; Fourth, innovate the marketing model, form a commercial consortium through voluntary alliance, and gradually expand the marketing terminals all over the country; Fifth, with the help of the overall brand effect of a group of leading enterprises, establish a good image of "Yiwu Jewelry" regional brand at home and abroad, and fundamentally improve the product grade and added value; The sixth is to build a highland of jewelry talents in Yiwu and improve the jewelry talent system; The seventh is to build a financing platform for jewelry transformation and upgrading and improve the financial support system; Eighth, standardize industry standards and improve the market supervision system.
At present, a number of key projects such as Yiwu Jewelry Science and Technology Industrial Park, Yiwu Jewelry Headquarters Building, Electroplating Center, Testing Center, R&D Center, China International (Yiwu) Jewelry Exhibition, e-commerce platform, direct selling mode platform, personnel training, and listing of leading enterprises have started, operated or are in preparation.