1 thought on “Culture and innovation casts the Hetian jade industry”
Sammy
Guo Cui Since the marketization of the Hetian jade industry in the 1990s, the Hutian jade industry has surged and developed rapidly in the 20 years. The price of Hetian jade raw materials and products has risen hundreds of times or even thousands of times. The market has expanded from northern China to the country and even Southeast Asia. According to incomplete statistics in the industry, the total market has been nearly 50 billion yuan. In from 2012, affected by the rise of the world economic stagnation and excessive competition in the industry, the Hetian jade market, which has developed at a high speed in the past, has fallen into a stagnation state, and its sales performance has declined and profits have decreased. However, in the sluggish market environment, Heheyu is still steadily operating, basically achieved various expected goals. This is the result of the hard work of Hepu Jade for many years and improving the core competitiveness of the enterprise, and it is also the success of the company's successful adjustment of the business strategy for the market conditions in 2012. 1. Culture is the soul of the product The cultural source is long. How can we dig and select cultural elements suitable for contemporary people's aesthetics and contemporary people in the historical and cultural and culture of Hetian jade in Chanruo Star, and to inherit and carry forward it. It is a subject that Hehe Jade has been exploring. 2012 China Jewelery and Jade Shouchu Yearbook The jade jade articles "inherit the classics and create modern classics", with "auspicious, safe, rich, beautiful" as the core element of the product culture. All products revolved around this core And expand. In order to screen and optimize the Hetian jade product theme and pattern inherited for thousands of years, it meets the company's product culture and meets the aesthetic and emotional requirements of the generations. Modern product design software, combined with the world's cutting -edge jewelry and art design concepts, selects and optimized thousands of traditional themes and patterns. On the basis of this, draw on the popular fashion of jewelry accessories in the world, and innovate a new product model that is more suitable for wearing and more conforming to modern aesthetic concepts. In many years of accumulation, He Yiyu finally formed a product culture that focuses on the essence of traditional culture as the core to meet the aesthetic and emotional needs of contemporary people, and has distinctive corporate characteristics. Heheyu's product style is uniform, easy to identify in competing products, the product model is deeply loved by consumers, and has won many international and domestic awards. 2012 Mid -National Jewelry and Jade Shouchu Yearbook The injecting more cultural elements into the brand, making the brand more connotative and easier to be identified by consumers. It is an important measure for Hesatsu for more than ten years. Heheyu has a long -term "He two immortal" story as the brand connotation many years ago, advocating a life of Heami Manfan, and asked Mr. Qi Gong to write the brand font. In the later period, based on the concept of "Taihe, neutrality, and harmony", it advocated the values and guidelines of "peace between heaven and humanity, the sum of personnel, and the sum of the body and mind", making the brand culture more magnificent. After determining the connotation of the brand's cultural connotation, Heheyu has invested heavily in brand promotion for many years, and has continuously improved brand management. He has successively conducted in -depth cooperation with Beijing University's vertical and horizontal management consulting companies, Beijing Hejun Consulting Company, Beijing Elite Consulting Consulting Co., Ltd. The brand business philosophy, integrating advantageous resources, eventually became a leading brand in the Hetian jade industry, and laid the foundation for becoming the top international jade jewelry brand in the future. 2012 Mid -National Jewelry and Jade Shouchu Yearbook The Yubu attaches great importance to promoting Hetian jade culture and promoting the development of the Hetian jade industry. In 2002, Heshiya supported the "Sky Gong Award" selection activity. So far, the event has become the most influential jade carving event in the industry. It has played a huge role in improving the level of jade carving technology and cultivating jade carving talents. In 2007, He Yuyu produced the TV column of "He Jiyu's Life" and aired on Xinjiang TV to promote Hetian Jade Culture in the form of weekly broadcasting. Excellent column. In 2008, Heheyu published the first industry publication "Hotan Baoyu", which systematically introduced Hetian jade's historical culture and industry status, and obtained a good social effect. In 2012, Heshiyu made the DVD disc's DVD disc widely distributed. The content was a detailed introduction to the mining status of Hetian Yushan materials, which gave consumers a deep understanding of the mining of Hetian jade raw materials. based on the great contribution of Heshiyu's promotion of Hetian jade culture, in 2008, Hehe Jade won the title of "National Cultural Industry Demonstration Base" by the Ministry of Culture. Award. 2. Innovation is the life of an enterprise . Since its establishment, the foundation of innovation as the foundation of enterprise survival and development has been determined. In the actual operation of the enterprise, the spirit of innovation runs through every operation of the enterprise. The 1990s, the Hetian jade market was still in the cultivation period. Many merchants mixed Hetian jade in jewelry or art, but it was only a small category in operation. Heheyu is keenly recognizing that the Hetian jade market boom is coming, and it is the first to open stores in the industry to open an independent operation of Hetian jade. The development has reached the scale of more than 40 chain stores so far. At present, the Hetian jade store has become the mainstream sales model of Hetian jade products. 111th century, with the rise of the Hetian jade market, many businesses holding the golden signboard of "Hetian Jade" without shaping their own brands, and He Jiyu has begun to be harsh in the future. Market competition is prepared, began to shape the "Hepu Jade" brand and invested huge sums of money to promote and propaganda. In order to occupy the consumer's mind and become the first brand of the market, it won the opportunity. 2012 Mid -National Jewelry and Jade Shouchu Yearbook 2012 Mid -National Jewelry and Jade Tripping Yearbook Due to the particularity of the Hetian jade industry and products, there are many uncontrollable factors in the operation process, resulting in most practitioners in the husband and wife shop , Family Workshop model, this model is destined that companies cannot become bigger and stronger. After continuous exploration and practice, Heheyu is the first to introduce a modern enterprise system in the industry, implement professional managers management models, absorb excellent business management talents, and form a strong management team, laying a solid foundation for the subsequent development of the enterprise. In in the product field, He Yiyu took the lead in using design software in the industry for product research and development design, making it easier for product design and reserving excellent models. Hehe Jade Well accurately predicts the trend of consumption and the supply status of raw materials, proposes the product development concept of "Hetian Jewelry", and launches the gold -mosa series of products and some fashion jade carving products. It can play a role and improve the utilization and value of Hetian jade raw materials. It in terms of brand building, He Yuyu has many firsts: the earliest starting brand shaping, the earliest media dissemination, the earliest advertisement on aviation media, and the earliest advertisement on CCTV ... It is because of these firsts, He Yiyu wipest It has become the most influential brand in the industry. It is also selected by the Xinjiang Uygur Autonomous Region Famous Brand Strategic Promotion Committee as "Xinjiang Famous Brand Product", and has been identified as "Chinese Jewelry Jewelry Industry Famous Brand" by the Chinese Jewelry and Jewelry Industry Association. 3. Quality is the foundation of operation The demand for quality is reflected in every link of the production and operation of He Jiyu. The foundation of jade carving is raw materials, and the stable supply of high -quality raw materials is the basis for the production of high -quality products. Under the increasingly scarce environment of Hetian jade resources, Hepu Jade has adopted a variety of strategies to ensure the supply of raw materials. First of all, Hesata attaches importance to the screening and cultivation of high -quality suppliers. Among the many raw materials suppliers, choose a supplier with strength, credit, and the same long -term development concept to establish a close cooperative relationship with them to help suppliers solve the actual difficulties in the operation. In the end Suppliers grow together with enterprises; secondly, Hehe Jade has capital strength. In the unpredictable raw material market, it can seize opportunities, decisively procurement and hoarding high -quality raw materials; For some jade species that have not yet been sold, they reserve raw materials in advance; fourth, Hehe Jade has pioneered the "seventeenth level" material selection standard in the industry, so that the situation in which the quality of Hetian jade raw materials was changed in the past. Through the above measures, He Jiyu has more advantages than competitors in the supply of raw materials, and therefore become the only units of Hetian jade national standard physical samples. In order to ensure the quality of the production and processing link, He Jiyu continuously introduces jade carving talents, strengthens the cultivation of jade carving personnel, and establishes quality acceptance standards for each production link. Through years of hard work, He Jiyu passed the ISO9000 quality system certification in 2008. The gold -plastic processing standards of He Jade also became industry standards. 2012 Mid -National Jewelry and Jade Shouchuan Yearbook Serbone from production to entering circulation, each link and jade artificially have a tight quality control system. Before each product goes on to the cabinet, three quality inspection procedures must be reviewed to customers, and they must also review the product quality with customers when they are sold to customers. After the customer is purchased, if the quality problem is found, He Jade will also provide a proper solution. This and Jade believes that product prices also belong to the category of quality control. Fairness and integrity trading, allowing consumers to buy fair -priced products is a measure that Heheyu has always adhered to. Heheyu is a product pricing team consisting of a professional. According to product costs, market competitive prices, and category profit margins, each product is priced separately, and three prices are reviewed. In the current chaotic situation of product price disorders and discounts in the market, the strategy of rationally pricing and real -price sales with Jade Jade Well has shined, winning the welcome of consumers, and contributing to purifying the market environment. In the quality of service and close to the needs of consumers, it is the focus of the marketing links of Heyuyu. In addition to providing professional and intimate services in the sales process, He Jiyu also founded a member club. At present, the member club has become an important carrier that understands the needs of customers and meets it, and it has also become a platform for communication between customers. It is called "Jade Friends" by customers because of jade. This culture and innovation has created the strong core competitiveness of Hesuyuki, making it stand tall in the tide of the market and becomes a leader in the Hetian jade industry. In 2012, in the "2012 Most Growth Emerging Enterprise" rankings hosted by "Chinese Entrepreneurs" magazine, in the event, Hesuyuki ranked seventh, becoming the dazzling Chinese company's growth in the future! 2012 Yearbook of Chinese Jewelry and Jewelry Jewelry
Guo Cui
Since the marketization of the Hetian jade industry in the 1990s, the Hutian jade industry has surged and developed rapidly in the 20 years. The price of Hetian jade raw materials and products has risen hundreds of times or even thousands of times. The market has expanded from northern China to the country and even Southeast Asia. According to incomplete statistics in the industry, the total market has been nearly 50 billion yuan.
In from 2012, affected by the rise of the world economic stagnation and excessive competition in the industry, the Hetian jade market, which has developed at a high speed in the past, has fallen into a stagnation state, and its sales performance has declined and profits have decreased. However, in the sluggish market environment, Heheyu is still steadily operating, basically achieved various expected goals. This is the result of the hard work of Hepu Jade for many years and improving the core competitiveness of the enterprise, and it is also the success of the company's successful adjustment of the business strategy for the market conditions in 2012.
1. Culture is the soul of the product
The cultural source is long. How can we dig and select cultural elements suitable for contemporary people's aesthetics and contemporary people in the historical and cultural and culture of Hetian jade in Chanruo Star, and to inherit and carry forward it. It is a subject that Hehe Jade has been exploring.
2012 China Jewelery and Jade Shouchu Yearbook
The jade jade articles "inherit the classics and create modern classics", with "auspicious, safe, rich, beautiful" as the core element of the product culture. All products revolved around this core And expand. In order to screen and optimize the Hetian jade product theme and pattern inherited for thousands of years, it meets the company's product culture and meets the aesthetic and emotional requirements of the generations. Modern product design software, combined with the world's cutting -edge jewelry and art design concepts, selects and optimized thousands of traditional themes and patterns. On the basis of this, draw on the popular fashion of jewelry accessories in the world, and innovate a new product model that is more suitable for wearing and more conforming to modern aesthetic concepts.
In many years of accumulation, He Yiyu finally formed a product culture that focuses on the essence of traditional culture as the core to meet the aesthetic and emotional needs of contemporary people, and has distinctive corporate characteristics. Heheyu's product style is uniform, easy to identify in competing products, the product model is deeply loved by consumers, and has won many international and domestic awards.
2012 Mid -National Jewelry and Jade Shouchu Yearbook
The injecting more cultural elements into the brand, making the brand more connotative and easier to be identified by consumers. It is an important measure for Hesatsu for more than ten years. Heheyu has a long -term "He two immortal" story as the brand connotation many years ago, advocating a life of Heami Manfan, and asked Mr. Qi Gong to write the brand font. In the later period, based on the concept of "Taihe, neutrality, and harmony", it advocated the values and guidelines of "peace between heaven and humanity, the sum of personnel, and the sum of the body and mind", making the brand culture more magnificent. After determining the connotation of the brand's cultural connotation, Heheyu has invested heavily in brand promotion for many years, and has continuously improved brand management. He has successively conducted in -depth cooperation with Beijing University's vertical and horizontal management consulting companies, Beijing Hejun Consulting Company, Beijing Elite Consulting Consulting Co., Ltd. The brand business philosophy, integrating advantageous resources, eventually became a leading brand in the Hetian jade industry, and laid the foundation for becoming the top international jade jewelry brand in the future.
2012 Mid -National Jewelry and Jade Shouchu Yearbook
The Yubu attaches great importance to promoting Hetian jade culture and promoting the development of the Hetian jade industry. In 2002, Heshiya supported the "Sky Gong Award" selection activity. So far, the event has become the most influential jade carving event in the industry. It has played a huge role in improving the level of jade carving technology and cultivating jade carving talents. In 2007, He Yuyu produced the TV column of "He Jiyu's Life" and aired on Xinjiang TV to promote Hetian Jade Culture in the form of weekly broadcasting. Excellent column. In 2008, Heheyu published the first industry publication "Hotan Baoyu", which systematically introduced Hetian jade's historical culture and industry status, and obtained a good social effect. In 2012, Heshiyu made the DVD disc's DVD disc widely distributed. The content was a detailed introduction to the mining status of Hetian Yushan materials, which gave consumers a deep understanding of the mining of Hetian jade raw materials.
based on the great contribution of Heshiyu's promotion of Hetian jade culture, in 2008, Hehe Jade won the title of "National Cultural Industry Demonstration Base" by the Ministry of Culture. Award.
2. Innovation is the life of an enterprise
. Since its establishment, the foundation of innovation as the foundation of enterprise survival and development has been determined. In the actual operation of the enterprise, the spirit of innovation runs through every operation of the enterprise.
The 1990s, the Hetian jade market was still in the cultivation period. Many merchants mixed Hetian jade in jewelry or art, but it was only a small category in operation. Heheyu is keenly recognizing that the Hetian jade market boom is coming, and it is the first to open stores in the industry to open an independent operation of Hetian jade. The development has reached the scale of more than 40 chain stores so far. At present, the Hetian jade store has become the mainstream sales model of Hetian jade products.
111th century, with the rise of the Hetian jade market, many businesses holding the golden signboard of "Hetian Jade" without shaping their own brands, and He Jiyu has begun to be harsh in the future. Market competition is prepared, began to shape the "Hepu Jade" brand and invested huge sums of money to promote and propaganda. In order to occupy the consumer's mind and become the first brand of the market, it won the opportunity.
2012 Mid -National Jewelry and Jade Shouchu Yearbook
2012 Mid -National Jewelry and Jade Tripping Yearbook
Due to the particularity of the Hetian jade industry and products, there are many uncontrollable factors in the operation process, resulting in most practitioners in the husband and wife shop , Family Workshop model, this model is destined that companies cannot become bigger and stronger. After continuous exploration and practice, Heheyu is the first to introduce a modern enterprise system in the industry, implement professional managers management models, absorb excellent business management talents, and form a strong management team, laying a solid foundation for the subsequent development of the enterprise.
In in the product field, He Yiyu took the lead in using design software in the industry for product research and development design, making it easier for product design and reserving excellent models. Hehe Jade Well accurately predicts the trend of consumption and the supply status of raw materials, proposes the product development concept of "Hetian Jewelry", and launches the gold -mosa series of products and some fashion jade carving products. It can play a role and improve the utilization and value of Hetian jade raw materials.
It in terms of brand building, He Yuyu has many firsts: the earliest starting brand shaping, the earliest media dissemination, the earliest advertisement on aviation media, and the earliest advertisement on CCTV ... It is because of these firsts, He Yiyu wipest It has become the most influential brand in the industry. It is also selected by the Xinjiang Uygur Autonomous Region Famous Brand Strategic Promotion Committee as "Xinjiang Famous Brand Product", and has been identified as "Chinese Jewelry Jewelry Industry Famous Brand" by the Chinese Jewelry and Jewelry Industry Association.
3. Quality is the foundation of operation
The demand for quality is reflected in every link of the production and operation of He Jiyu.
The foundation of jade carving is raw materials, and the stable supply of high -quality raw materials is the basis for the production of high -quality products. Under the increasingly scarce environment of Hetian jade resources, Hepu Jade has adopted a variety of strategies to ensure the supply of raw materials. First of all, Hesata attaches importance to the screening and cultivation of high -quality suppliers. Among the many raw materials suppliers, choose a supplier with strength, credit, and the same long -term development concept to establish a close cooperative relationship with them to help suppliers solve the actual difficulties in the operation. In the end Suppliers grow together with enterprises; secondly, Hehe Jade has capital strength. In the unpredictable raw material market, it can seize opportunities, decisively procurement and hoarding high -quality raw materials; For some jade species that have not yet been sold, they reserve raw materials in advance; fourth, Hehe Jade has pioneered the "seventeenth level" material selection standard in the industry, so that the situation in which the quality of Hetian jade raw materials was changed in the past. Through the above measures, He Jiyu has more advantages than competitors in the supply of raw materials, and therefore become the only units of Hetian jade national standard physical samples.
In order to ensure the quality of the production and processing link, He Jiyu continuously introduces jade carving talents, strengthens the cultivation of jade carving personnel, and establishes quality acceptance standards for each production link. Through years of hard work, He Jiyu passed the ISO9000 quality system certification in 2008. The gold -plastic processing standards of He Jade also became industry standards.
2012 Mid -National Jewelry and Jade Shouchuan Yearbook
Serbone from production to entering circulation, each link and jade artificially have a tight quality control system. Before each product goes on to the cabinet, three quality inspection procedures must be reviewed to customers, and they must also review the product quality with customers when they are sold to customers. After the customer is purchased, if the quality problem is found, He Jade will also provide a proper solution.
This and Jade believes that product prices also belong to the category of quality control. Fairness and integrity trading, allowing consumers to buy fair -priced products is a measure that Heheyu has always adhered to. Heheyu is a product pricing team consisting of a professional. According to product costs, market competitive prices, and category profit margins, each product is priced separately, and three prices are reviewed. In the current chaotic situation of product price disorders and discounts in the market, the strategy of rationally pricing and real -price sales with Jade Jade Well has shined, winning the welcome of consumers, and contributing to purifying the market environment.
In the quality of service and close to the needs of consumers, it is the focus of the marketing links of Heyuyu. In addition to providing professional and intimate services in the sales process, He Jiyu also founded a member club. At present, the member club has become an important carrier that understands the needs of customers and meets it, and it has also become a platform for communication between customers. It is called "Jade Friends" by customers because of jade.
This culture and innovation has created the strong core competitiveness of Hesuyuki, making it stand tall in the tide of the market and becomes a leader in the Hetian jade industry. In 2012, in the "2012 Most Growth Emerging Enterprise" rankings hosted by "Chinese Entrepreneurs" magazine, in the event, Hesuyuki ranked seventh, becoming the dazzling Chinese company's growth in the future!
2012 Yearbook of Chinese Jewelry and Jewelry Jewelry