Lao Fengxiang Jewelry and Cartier Tiffany

The netizen "Zhang Xiaobo's Bo" released such a microblog: "Lao Fengxiang's Sydney store in Australia, who is in a foreign land to see the old name of the motherland, all kinds of kind." And with the photo of the shop photographed @老凤祥 spokesman Wang Ensheng, Wang Ensheng forwarded this Weibo, and commented: "This is Australia's famous Castrofo Street, is the world's high-end fashion landmark. I am proud of the Chinese national brand going abroad!"

Lao Fengxiang, a brand with a history of 166 years, can be described as a household name, but you may not know that Lao Fengxiang has struggled for many years in order to go abroad.

Lao Fengxiang overseas new store preparation for "sprinting"

The historic JCK International Jewelry Show in Las Vegas is one of the world's three major international jewelry industry events. As early as 2006, Lao Fengxiang took the vision of “Let Lao Fengxiang go to the world and let the world know Lao Fengxiang”. For several years, he has won every year. In the view of Shi Lihua, general manager of Laofengxiang Co., Ltd., Laofengxiang, as the only national brand participating in the Chinese mainland, brought not only the brand image of the Chinese jewelry industry, but also the development trend of the Chinese jewelry industry.

From 2006 to the present, every exhibition, Lao Fengxiang's booth is always crowded and open to the public. Not only Americans and local Chinese and overseas Chinese, but also industry peers, and even more famous "Taobao" - holding The old Fengxiang advertisement in JCK magazine, designated to buy this. Therefore, at the scene, everything that reflects the rich elements of Chinese culture is always sold out quickly. From 2006 to 2007, Laofengxiang's "Longfeng" bracelet series, K-gold series, 2008 "Golden Wood" combination series, the 2009 silver-porcelain combination series, the 2010 thousand-foot hard gold series, the 2011 full-gold series In the series of ornaments, these samples were purchased almost on the upper cabinet. In addition, at the exhibition, there are still many American jewelry companies directly expressing their desire to cooperate with Lao Fengxiang. While bringing the “Chinese style” to the other side of the ocean, the keen Laofengxiang people also learned about the characteristics of the overseas jewelry market from the annual exhibition and accumulated experience in expanding overseas markets.

In 2012, Lao Fengxiang's overseas expansion took a substantial step. In August of that year, Laofengxiang Yinlou was the first franchise store in foreign countries. It was unveiled at Castrovo Street in Sydney, Australia. Castrofo Street is not only Sydney's fashion centre is also a world-famous commercial landmark with the Paris Champs Elysées and New York's Fifth Avenue. It is understood that the store has been in business for more than a year, and its operating performance has continued to improve, laying a solid foundation for Lao Fengxiang to open more stores overseas.

In March 2013, Lao Fengxiang Jewelry (Hong Kong) Co., Ltd. was established. With the commercial terminal outside Hong Kong, Lao Fengxiang's overseas business is also flourishing. In the company's planning, Lao Fengxiang will use this platform to promote overseas mergers and acquisitions and accelerate the external expansion of the Laofengxiang brand.

“2014 will be a year for Laofengxiang to accelerate the pace of overseas market expansion.” Shi Lihua, general manager of Laofengxiang Co., Ltd. told reporters: “The Hong Kong Jewelry Show is about to be held. Laofengxiang Headquarters and Laofengxiang Hong Kong Jewelry Co., Ltd. are preparing for the most high-end exhibits. Sales business. In the second half of the year, Lao Fengxiang will open a flagship store on Fifth Avenue in New York, USA, standing side by side with famous stores such as Cartier and Tiffany."

Now, Lao Fengxiang has signed a contract for the opening of Fifth Avenue in New York, and the store has already been delivered. The preparation for the new store has entered the sprint stage. “The rent of the Fifth Avenue store is very expensive, but we have the courage to open the store there, and the second is the strength. This store is not only for overseas Chinese customers, but also for the global high-end consumers.” Wang Ensheng said.

Brand story

Full of humanity "private custom"

The reason why consumers prefer old brands is that they are inseparable from the strong human feelings of the old brands. There have been many such stories between Lao Fengxiang and his customers.

In 2004, 11 Shanghai original creative centers invested by the government were established. Lao Fengxiang’s “Original Master Studio” was one of them, and it was the earliest among the 11 companies. The studio is led by national masters Zhang Xinyi and Zhang Jingyang, including Song Jing, Lu Lianlian, Liu Hongbao, Huang Wen, Yang Lan and other three generations of designers. In the Laofengxiang Yinlou main store and flagship store, they carry out the service of famous teachers. The unit provides design consulting solutions and custom jewelry for individual consumers.

After 10 years of “sitting in the hall”, Lao Fengxiang “moved the design desk to the first line of the silver building”, this form has been deeply rooted in the hearts of the people. 365 days a year, the masters take turns sitting in the town every day, sometimes going to various branches to go to the venue, and not rest during the holidays. The intimate service created a paragraph of good words, and held up the position of Lao Fengxiang in the minds of consumers.

A few years ago, an Argentine overseas Chinese wanted to give a birthday gift to a 20-year-old daughter. Just like a ruby ​​in the house, he got the old Fengxiang silver building, and hoped that Chinese art master Song Jing would design a personalized zodiac dog shape for her daughter. So, Master Song used rubies to make mouths and black pearls to make eyes, and sketched on the spot. The overseas Chinese look at the sketches and there is no big feeling. Unexpectedly, after getting the finished product, he was overjoyed and praised. After his publicity and word-of-mouth effect, many overseas travellers now know the service of Lao Fengxiang. There is a female entrepreneur who has personality, has connotation, has high requirements for jewelry, never wears the same jewelry as others, and likes to wear Changxin. In the past five or six years, she has come on an average of more than 300,000 yuan each year, and personalized service has brought loyal consumers.

A gentleman, who wants to give a 50-year-old wife a birthday surprise, went to the famous teacher to help Zhang Jingyang, and Master Zhang carefully asked his wife a lot of information, including the date of birth, height and weight, occupation, personality, hobbies, etc. Specially designed with young turquoise and sterling silver, it is a three-piece necklace, earrings and bracelets. It also has a cartoon mouse pattern and a playful aura. "The jewelry is really our heart!" the customer said happily.

Inside Lao Fengxiang, there are two small stories that spread widely. First, "Golden Marriage Love": In 2009, a pair of old couples who had been married for 50 years in Zhejiang had a contradiction on the eve of "Golden Marriage" and broke up with anger. After the event, the old gentleman wanted to break the mirror and the old lady also regretted tears, but made a request - to have an old Fengxiang 50 grams of gold bracelet. This bracelet is Lao Fengxiang's fist product, but the specifications are generally only 30 grams. After the emergency communication between the Yinlou branch and the Shanghai headquarters, the workshop workers specially rushed a 50-gram bracelet to help the pair rehabilitate. The second is "five gold bars": On the eve of the Spring Festival of the Year of the Horse, a 70-year-old man came to the Caohe store and wanted to send five third-generation children under the knees each with a zodiac gold bar. It is expected that the zodiac gold bars will be sold very well every year before, when the store was out of stock. Looking at the old gentleman's face anxious, the manager talked with the old man while arranging the workshop to catch up. After more than three hours of overtime work, five special gold bars were sent to the old gentleman's hands, and the gold bars were still hot.

Jewelry is the language of solidification, the crystallization of creative culture and emotional art. Consumers buy jewelry, buy not simple raw materials, not just crafts, but the creative value, brand culture and strong human touch contained in it.

"Golden Phoenix" flies to the world fashion court

Let Chinese national brands go global and let Chinese jewelry products go abroad. This is the "Chinese dream" of Lao Fengxiang people. Lao Fengxiang's development goal has also been very clear: to become the first brand of the national jewelry industry, and then become the same competitor of the internationally renowned jewelry brand.

As a long-established Chinese brand, after three centuries, why is Lao Fengxiang still prosperous and evergreen? Shi Lihua’s answer is simple: Lao Fengxiang insists on innovation in inheritance and development in innovation. It is the concept innovation, mechanism innovation, technology innovation, marketing innovation, product innovation, service innovation and brand culture innovation on the basis of inheritance, which promotes the continuous upgrading of this century-old store.

Inheritance and innovation, just like the two wings of the Chinese old-fashioned Laofengxiang high-speed development, helping Laofengxiang to take off, becoming the leader of the national gold jewelry industry, the Chinese old brand and the national jewelry industry.

In terms of enterprise scale, from 2003 to 2012, Lao Fengxiang's sales increased from 1.8 billion to 25.5 billion; profits increased from 27.5 million to 1.067 billion yuan; net assets yield reached 24.5%.

From the perspective of industrial development, Laofengxiang has a number of professional factories, subsidiaries, nearly 1,000 chain silver buildings, more than 2,300 sales outlets, as well as research institutes, testing stations, pawn shops, auction houses, museums, etc. In one, production, supply and sales in one, the marketing network covers all provinces and cities nationwide, sales coverage reached more than 90% of the country; Lao Fengxiang took the lead in the industry to form "gold, platinum, diamonds, silver, white jade, jade, pearl, colored Gemstone's eight categories of jewelry products from the source to the design, production, sales and other relatively complete product chain, and now began to develop products in arts and crafts, ivory, enamel, jewelry glasses and other aspects.

From the perspective of brand value, according to the data of the world brand laboratory, the brand value of Laofengxiang has increased from 1.605 billion yuan in 2005 to 7.565 billion yuan in 2012. In 2013, the brand value of Laofengxiang has increased by 4.1 billion yuan. It reached 11.672 billion yuan. Lao Fengxiang has also been listed as “China's 500 Most Valuable Brands” and “Asian Top 500 Brands” for several consecutive years. Lao Fengxiang is also the “Four hundred” leading brand rarely seen in Chinese national brands – 100 years of history, double billion sales, 10 billion The value and the top 100 brands are among the top 100 jewellery companies in China.

From the perspective of the talent team, Lao Fengxiang's design team has gathered a large number of national and municipal jewelry masters, and has formed a design team of more than 100 people.

In terms of cultural heritage, Lao Fengxiang's “Gold and Silver Craftsmanship Skills” is included in the national intangible cultural heritage list, and the traditional crafts such as filigree crafts and 3D hard gold crafts reflect Lao Fengxiang's top-notch craftsmanship. Lao Fengxiang also integrates culture into the design and production of products, making jewelry and handicrafts into works worthy of collection and tasting. In the World Gold Museum in South Africa, there is a gold jewelry kit designed by Lao Fengxiang, a "high price" acquisition. ""Century Form"...

It is worth mentioning that Lao Fengxiang is also more and more adept at using major events and major events to carry out brand promotion. In 1983, the International Olympic Committee asked for a silver medal. When Lao Fengxiang sent the medal to Samaranch, the well-informed chairman could not help but admire. In the return of Hong Kong in 1997, the Shanghai Municipal Government presented an art treasure that combines traditional craftsmanship with modern technology. The main part of the gift was designed and produced by Lao Fengxiang. In October 2001, the ninth APEC (APEC) Leaders' Informal Meeting was held in Shanghai. The leaders and representatives wearing Tang suits were particularly eye-catching. However, while paying attention to the leaders' costumes, there are also careful people who have noticed a delicate brooch on the head and the representative. It is carefully designed by Lao Fengxiang. On December 31, 2011, at the Shanghai Women's Football Festival, 39 roses were each wearing a championship ring specially designed for them. This ring was designed by Huang Feng, the new designer of Feng Fengxiang.

Regarding how to continue the development of Lao Fengxiang, Shi Lihua said, "We will adopt 'four innovations'." Specifically, it is mechanism innovation, management innovation, business innovation and technological innovation. Looking forward to the future, Shi Lihua said that in the future, Lao Fengxiang will aim at “being a good brand, becoming a strong enterprise and a big industry”, insisting on brand as the guide, culture as the connotation, creativity as the idea, design as the grasper, fashion as the trend. Based on quality, based on expanding the national market and improving the layout of the marketing network, strengthen capital operation, actively integrate resources, accelerate the pace of overseas market expansion, and spare no effort to open up international markets, with strong capital capabilities to acquire, merge and Establish overseas branches and strive to set up 20-30 exclusive silver houses in the United States, Canada, Australia and Southeast Asia. China's national brands should shine brighter on the international stage.

In 1848, a golden phoenix flew up on the beach. As a result, the Chinese national jewellery industry was born with a century-old brand name; nowadays, the golden phoenix flies out of the country, and the world fashion garden is casting a gold-plated signboard belonging to China. "Said Wen Jie Zi" wrote: Phoenix, "out of the country of the Eastern gentleman, flying outside the four seas, passing Kunlun, drinking the pillars ... see the world big peace." This is the best interpretation of the development of Lao Fengxiang brand It is also a declaration of Lao Fengxiang going to the world.

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