Enhance the core competitiveness of casting quality brand

Yali Wang

1.Company Profile

Shenzhen Crowe Gold Co., Ltd. is an internationalized joint-stock enterprise dedicated to the comprehensive development of the precious metal culture industry, focusing on the collection of cultural precious metals and yellow, platinum, inlaid jewelry and other high-end cultural artwork, gifts, development, design, processing, sales and branding operations. The company was founded in 1999, formerly known as Shenzhen Fuli Industry Co., Ltd, with an office area of more than 10,000 square meters, nearly 1,000 employees and a sales scale of nearly 100 million.

As a comprehensive member of the Shanghai Gold Exchange and the first governing unit of the Shanghai Gold Exchange, one of the earliest batch of enterprises in the gold jewelry industry in Shenzhen and even in the whole country to obtain the honor of "China Famous Brand", Crowe Gold pays great attention to the introduction of excellent talents, advanced technology and management concepts, and cultivates and builds an excellent corporate culture and core competitiveness. Crowe Gold attaches great importance to introducing excellent talents, advanced technology and management concepts, cultivating and building excellent corporate culture and core competitiveness, and advocating brand development. More than ten years of development, Crowe Gold has always been adhering to the spirit of innovation, leading the industry to create a number of industry firsts and leaders: the first in the National Jewelry Quality Inspection Center for product testing, the first in the Shenzhen International Jewelry Exhibition (the first in 2000) to take the lead in withdrawing from the concept of brand consumption, and the first to use the bar code for product management, and so on. At the same time of brilliant achievements, Crowe Gold has also harvested fruitful results in brand building, cultivating and shaping the domestic precious metal industry's highly prestigious model brand "Crowe Gold", the Middle East and Dubai's renowned high-end jewelry fashion brand "ASONG", "FULL" and "F&F Aishang" and other four high-quality brands.

Because of its strong corporate strength and outstanding market performance, Crowe Horizon Gold has been awarded the qualification of licensed manufacturer and distributor for precious metals and jewelry products for the 2008 Beijing Olympic Games, the 2010 Shanghai World Expo, the 2010 Guangzhou Asian Games, the 2011 Shenzhen Universiade and the 2012 London Olympic Games, and other major domestic and international activities and events in recent years. The Olympic pure gold "China Seal", the World Expo "Qingming Riverside Scene" pure gold panoramic version and other related licensed products once launched in the precious metal investment and collection industry triggered a fervor, causing a huge social uproar.

2012 China Jewelry & Jade Jewelry Yearbook

Country Wealth Gold has formulated a three-step enterprise development strategy of product management, brand management and capital management since the beginning of its establishment and has been firmly practicing this strategy, aiming to become a leading enterprise of the domestic precious metal culture and high-end industry. At present, the company is in the brand management to capital operation transition stage. 2011 end, Crowe Gold completed the shareholding system transformation, in January 2012, the enterprise formally from the former "Fuli industry" renamed to the current name.

2. Comparative advantages, core competitiveness

2.1 Product R&D

CroweGold owns two product R&D design centers in Beijing and Shenzhen, with a team of nearly one hundred product creativity and R&D designers, most of whom are art elites from Tsinghua Academy of Fine Arts, Guangzhou Academy of Fine Arts and other famous art schools in China or outstanding designers who have achieved outstanding performance in many fields. In addition, the company pays special attention to the excavation of social and cultural resources, and with the National Museum of China, Guanfu Museum, Beijing Xu Beihong Memorial Hall, Zhang Songhe Art Fund and other authoritative cultural and artistic institutions, as well as cultural collection of Ma Weidu, the current director of Beijing Xu Beihong Memorial Hall, Liao Jingwen, the founder of the Zhang Songhe Art Fund of the famous U.S.-based artist (founder of the sculpture industry in new China, the son of Zhang Songhe) Zhang Fang and other cultural and artistic celebrities to establish in-depth cooperative relations, and to establish a deep cooperative relationship, and to build up a good reputation. Famous artists to establish in-depth cooperative relations, *** with the design and development of unique precious metal jewelry products to meet the different needs of customers.

2012 China Jewelry & Jade Jewelry Yearbook

Since 2008, Crowe Horizon Gold has successfully developed thousands of precious metal cultural products which are loved and praised by customers. At present, the company's products are mainly divided into nine series: Chinese Zodiac, Folklore, Lunar New Year, Classic Heirloom, Feng Shui Prayer, Wedding and Children's Celebration, Commemoration of Current Events, Major License, and Commercial and Political Gifts. Among them, the classic heirloom products are characterized by Chinese heirloom treasures, calligraphy and painting art of famous artists, the products have rich cultural connotations and high appreciation of artistic value, targeting at collectors with high cultural cultivation; fortune, luck products are mostly winning with their auspicious symbols, targeting at business people and middle-aged and old-aged consumers; wedding products are mostly based on the traditional wedding culture as a selling point, mainly targeting at the prospective parents, relatives and friends of the newlyweds; commemorative, New Year's Eve two series of products are mostly based on the traditional wedding culture, mainly targeting at parents, relatives and friends of prospective newcomers. Commemorative, Chinese New Year two series of products based on current events and the Chinese New Year launched, the target customers cover all consumers; baby products are mostly cute and auspicious lock products, mainly for prospective parents and grandparents and elders type of customers.

2.2 Processing Technology

In order to meet the market demand, the company in the production process of the production process and technology continue to improve, the modern technology into the traditional production technology, and in the key production processes formed with the company's characteristics of the core process technology, the use of nano-micro-engraving, describing the color of the silver process, high-relief, solid film oxidation, shallow relief, 3D hard gold, and other first-class high-tech technology, the use of nanometer micro-engraving, description of the color of the silver process, high relief, solid film oxidation, shallow relief, hard gold, and so on. First-class high-tech technology, has been far ahead of the industry, and reached the international leading level.

2.2.1 3D hard gold technology

3D hard gold technology is currently one of the more advanced technology in the precious metal cultural products industry, and is also at the leading level in the international arena. The company introduced from the United States 3D hard gold technology, by changing the molecular structure of precious metals, without changing the color of the product, can significantly improve the hardness of the product, so that it reaches about twice the ordinary products, greatly enhancing the hardness of the gold cultural products and abrasion resistance, so as to solve the problem of high purity gold is soft and easy to deform.

2.2.2 High-relief process

High-relief process is a domestic leading technology developed by the company specifically for the famous painting gold bar series products. This technology can make the patterns engraved on the surface of precious metals protrude out of the bottom surface, which can show the shape, essence, energy and spirit of the prototype, and is very rich in the sense of hierarchy. In the production process of precious metal cultural products, after the mold, hard mold pressure, suction casting and finishing processes, the first machine carving, and then the use of hand-carved, you can get a clear pattern, vivid and lively high-relief products. The process not only can make the precious metal surface pattern three-dimensional vivid, well maintained in the original painting of the characters, animals and other images of the grain effect, but also can make the precious metal surface pattern has a rich sense of hierarchy and depth of feeling, compared to the painting and calligraphy of the plane sense, can let consumers more strongly appreciate the feeling of the charm of traditional Chinese culture.

2.2.3 Nano-micro-engraving technology

Nano-micro-engraving technology is an advanced technology developed by the company, which is specially used for the production of large-size gold and silver bars of famous paintings. The process is mainly based on CNC technology, laser as the processing medium, the use of processing materials in the laser irradiation instantaneous melting and vaporization of the physical characteristics of the processing pattern to achieve the purpose. The technology has the following characteristics: ① precise and meticulous, processing accuracy can reach 0.02mm, the effect is consistent, can ensure that the same batch of processing effect is completely consistent. ② safe and reliable, non-contact processing, will not cause mechanical extrusion or mechanical stress on the precious metal, no "knife marks", do not damage the surface or deformation of precious metals. ③ High-speed and quick, can immediately according to the computer output of the pattern for high-speed engraving. The nano-micro-engraving process belongs to our company's exclusive independent research and development technology, has applied for a patent. The technology is currently in the world's leading level, there is no domestic and foreign counterparts to use this technology for production, has been applied to our company to "Dwelling in the Fuchun Mountains" pure gold version of the production of other products. Relying on this powerful technology, Crowe Gold has produced the first Au9999 pure gold abacus in China, which is so beautifully modeled and finely crafted that even an insider would be amazed. In addition, Crowe Gold is also one of the very few domestic enterprises that can overcome the production of Au99999 "high purity gold".

2.3 Marketing Promotion

CroweGold's marketing outlets cover more than 30 provinces, cities and autonomous regions across the country, occupying a pivotal position in the field of domestic precious metals. Industrial and Commercial Bank of China, Bank of China, Bank of Communications, China Merchants Bank, etc. have become the most important precious metal business partners of Crowe Gold. Especially in the banking system of China, Crowe Gold is the only private enterprise brand that has a product development and processing plant and has passed the certification of the head office.

2012 China Jewelry and Jade Jewelry Yearbook

The company organizes hundreds of precious metal culture seminars and lectures every year, inviting cultural celebrities such as Ma Weidu, Zhao Zhongxiang, Deng Yaping, Lu Yu, Wang Gang, Ren Dahua, Hou Yaohua, Tang Guoqiang, Luqi, Song Shaoguang, Tang Jiqian, Long Qianshi, Nie Guoxi, Tang Jiqian, Shao Honggeng, Luckia, Jin Sheng, Zhang Bingnan, etc. These activities, on the one hand, enhance the consumer's understanding of the precious metal culture products, on the other hand, increase the sales channels, promote the sales of the company's products, improve the company's product awareness and market recognition.

3. Future development plan

The next three years the company will focus on management upgrading, resource integration, brand enhancement and channel innovation of the general idea, "build platforms, create channels, set up a brand" planning guidelines, multi-level, all-round to improve the company's sustainable development capabilities, enhance growth, enhance core competitive advantage. The company's core competitiveness is enhanced by its ability to develop sustainably at multiple levels and in all directions.

3.1 Marketing network construction plan

(1) Silver mail-based. Continue to consolidate and strengthen the existing silver mail marketing advantage channels, and state-owned banks to form a comprehensive strategic partnership, and 12 joint-stock commercial banks to build a close partnership, market coverage of 30% of the 143 city commercial banks. On the basis of the existing business and marketing model, we have gradually established an all-round, multi-level modernized banking and postal marketing network.

(2) Focus on channel development. We have formed long-term good cooperative relationships with large national distributors, and become an important supplier to national and regional gold stores and large distributors, providing them with personalized, high-quality, cultural attributes of Crowe Gold products. The company will continue to give full play to the company's original design, cultural relics development and supply chain management advantages, focusing on strengthening cooperation with national gold stores and dealers, committed to market coverage, to build the company into a national gold stores and gold products dealers with significant influence on the supplier.

(3) Three-dimensional diversification. TV shopping and Internet shopping and other new channels are a useful supplement to the company's existing channels. The company will continue to strengthen the positioning of the supplier, focusing on the research and development, design and sales of precious metal handicrafts, strengthen cooperation with many e-commerce website operators, and continue to provide high product quality. At the same time, the use of media publicity and other means to strengthen marketing efforts to enhance the proportion of Internet shopping in the company's business, and timely development of catalog mail order.

3.2 Product R&D and design planning

The company is firmly committed to the road of cultural and creative industries, and regards R&D and design as the core competitiveness of the company. Since its inception, the company has established a research and development center, to take the road of independent innovation R & D, R & D design capabilities in the domestic industry leading.

2012 China Jewelry & Jade Jewelry Yearbook

The company relies on the R&D center to build a high-end R&D creative platform, joint arts and crafts masters, colleges and universities, famous collection of museums and other resources, gathering excellent human resources and integrating high-end cultural and artistic resources, with the development of Chinese traditional cultural relics and the development of the original design of the precious metal artifacts and collectibles as the basic point of departure, and with the precious metal creativity as the new demand-oriented city card. With the city business card as the new demand-oriented, around the "traditional culture, Chinese zodiac, sports, exposition, city culture, current affairs and festivals, life and wedding, personalized customization" eight series, constantly develop creative unique, high-quality, cultural attributes of the precious metal handicrafts, collectibles and derivatives.

3.3 Resource Integration and Development Planning

Building the company's core competitiveness through resource integration and realizing sustainable development is an important way for the company's development.

(1)Integration of excellent talent resources. The company will rely on the first-class working environment and advanced management mechanism, to attract domestic high-end R & D design talent and international art masters to join.

(2)Integration of high-end culture and art resources. The alliance of domestic arts and crafts masters, realize *** with the creation and development, strengthen cooperation with universities, and 20-30 top collection museums to form a strategic cooperation in product development, integration of high-end cultural and artistic resources, and take the road of industrialization of the original design of the precious metal crafts and the development of derivatives of cultural relics.

2012 China Jewelry Yearbook

(3) Integration and development of urban cultural resources. In the next three years, the company will take creative design as the core, y excavate the cultural attributes of each city in China, integrate the cultural and artistic resources of Chinese cities, develop cultural and creative products, souvenirs and derivatives with cultural characteristics and personalization of Chinese and even Asian cities with the concept of combining traditional culture and modern design trends, use precious metals such as gold to create, interpret and promote urban culture, and promote the process of cultural and creative industrialization of Chinese cities. industrialization process.

In the next three years, the company will rely on the R & D platform, the development of the city's cultural characteristics of the precious metal crafts, collectibles, the implementation of cultural and creative city industrialization of key cities across the country, the future will implement the full range of key cultural city coverage.

3.4 Brand management planning

The company has been committed to the brand management road, was founded to participate in the competition with its own brand. The brand of "Crowe Gold" has become an important intangible asset of the company. In the subject matter, connotation, appearance, technology, packaging and other aspects of the product and strive to achieve the perfect combination of cultural value, artistic value, collection value and investment value, efforts to strengthen the creative design, cultural tension, resource integration, channel construction and marketing innovation, building a differentiated brand, shaping the "Crowe" brand in the precious metal crafts market. Crowe" brand in the market of precious metal handicrafts. Through the store "hundred stores program" to show the brand image, penetrate the brand concept, strengthen brand awareness, deepen brand recognition, and comprehensively enhance the brand value.

3.5 Precious metal culture base planning

The company will invest in the next three years to build their own precious metal culture industry base, in accordance with the "pooling of resources, large-scale operation, industrial operation, chain connection" of the international business philosophy, the introduction of domestic and foreign well-known design and creativity, production and processing, product packaging, Logistics and other professionals, the United Nations level colleges and universities, and the world's first-class foreign laboratories to establish a precious metal research laboratory, the establishment of production, learning and research, exhibition, trading, financing of large-scale integration of the precious metal culture industry base, to create a complete industrial chain.

4. Patents

At present, the company has been authorized by the national patent **** 45, including 9 utility model patents, 36 design patents.

World Expo Jadeite Abacus

Panoramic version of Qingming Riverside Drawing

Lu Xun relief silver statue

The world's grain warehouse