Luohu Jewelry City is the “golden signboard” of the national jewelry industry.

“National jewellery looks at Shenzhen, Shenzhen jewellery looks at water and shellfish”, this sentence makes the important position of Shuibei for the national gold jewellery industry. In August 2004, the “Shenzhen Gold and Jewelry Industry Cluster Base” located in Luohu Shuibei was officially awarded by the municipal government. In 2013, the gathering place was approved by the AQSIQ as a “National Gold and Jewelry Industry Famous Brand Creation Demonstration Zone”. .

As of 2014, there were 2,120 gold and jewellery companies in the agglomeration, an increase of 57.3% compared with 2011; 29 professional trading markets, an increase of 107%; the annual average operating income of the gathering place exceeded 100 billion yuan, accounting for nearly half of the national market share; The amount of gold processing and drilling consumption accounted for more than 80% of the annual turnover of the Shanghai Gold Exchange and the Diamond Exchange; the base has 21 “China Famous Brands” of jewelry, accounting for 37.2% of the national total.

There are 23 "Chinese famous brands" in jewelry, accounting for 44% of the country. "Chinese jewelry to see Shenzhen, Shenzhen jewelry to see Luohu" has become the industry consensus. However, in recent years, changes in the domestic and international economic environment and the deep adjustment of gold prices, as well as the maturity of e-commerce, have brought new challenges to the development of the gathering base.

Industry insiders predict that in the "painful" period of the transformation and upgrading of the jewelry industry, the number of domestic jewelry enterprises will return from the current more than 10,000 homes to about 1,000 years ago. From the Spring and Autumn and the Warring States to the strong as the king, how does the Luohu jewelry industry implement the brand strategy and consolidate the leading position of “half of the country”?

Recently, Nie Xinping, the head of Luohu District, accepted an exclusive interview with the media.

Transforming and upgrading to polish the "Shenzhen Jewelry" gold signboard

Nie Xinping, the head of Luohu District, said that in recent years, the district government has closely established the strategic positioning of “Shenzhen Standard” and “Shenzhen Brand” around the municipal party committee and municipal government, accelerated industrial transformation and upgrading, and vigorously promoted the high-end and branding of the gold and jewelry industry. In the year, it became the “National Gold Jewelry Industry Famous Brand Creation Demonstration Zone”. The district government and relevant departments have adhered to the concept of “Quality wins the market, brand strengthens the industry”, and the jewellery brand strategy of Luohu is highlighted by the strong guarantee of the system, the quality improvement by standards, the transformation by the platform, and the supervision of the excellent environment.

Ten years ago, the jewellery enterprises in the gathering place mostly focused on OEM processing. When they saw a piece of jewelry with an ex-factory price of only 300 yuan, they were affixed with the trademark of an international first-line brand, and they were priced at 300 euros in the European market. Shenzhen Jewelers have a deep understanding of the value of the brand. Many jewellery companies have created their own brands. After 10 years of hard work, TTF is one of the best in the development of a brand that is rooted in Luohu, radiates across the country, goes abroad, and faces the world.

TTF joined the Shenzhen gold and jewelry gathering base for 10 years. From an unknown small jewelry enterprise, it has grown into the most internationally influential jewelry brand in the world and stands shoulder to shoulder with the world's first-line brands. It is the first top base of the Swiss Basel Watch and Jewellery Show. Resident brand. The core competitiveness of TTF is to firmly grasp the end of the smile curve - design and development, to integrate cultural elements into jewelry products, and to increase the "gold content" of products and brands in a geometric progression.

In late March 2014, during President Xi Jinping’s state visit to France, the TTF and the Paris Economic Development Board signed a letter of intent to invest 10 million euros to open an international headquarters in Place Vendôme in Paris. During his visit to France, President Xi also cordially met representatives of Chinese-funded enterprises and institutions in charge of law. Wu Fenghua, chairman of TTF, was the only representative of the high-end fashion brand. France's largest newspaper, the Figaro newspaper, praised TTF High Jewelry as the world leader in rose gold technology.

The growth experience of TTF is a microcosm of the brand building of Shenzhen Gold Jewelry Cluster. After 10 years of development, the number of brand members of the “Shenzhen Jewelry” regional brand has reached 41. These 41 jewellery companies can be called the “first legion” of Chinese jewellery, and 90% of them are camped in the gathering area, including “China Gold Manufacturing”. One-line jewellery brands such as “One China”, “China’s First Golden Jade” and “China’s First Inlaid”, this one’s “Golden Signboard” has been performing well for 10 years: The Millennium Star was in New York, USA many years ago. Five Avenues opened a chain store; Yanoxin moved the Shuibei Jewelry Store to California, and Jinli International Jewelry Trading Center and the Belgian Antwerp Diamond Merchants carried out international exchanges and cooperation. Aideil and Cuihua have been incubating for many years in the gathering place. Listed company...

Nie Xinping said that the government's transformation and upgrading of the jewelry industry is to brighten the gold medals of "Shenzhen Jewelry" and make the brand famous in Shenzhen, making jewelry the pride of the city.

Special funds support enterprises to create brands

In July 2013, the first case of the highly regarded Chinese jewelry original design rights protection - TTF v. Guangzhou peer infringement case won the first trial. The Yuexiu District People's Court of Guangzhou City has undergone two trials and found that the “Qiaoling Snake” product sold by the defendant plagiarized and copied the art work “Victory V” of the copyright of TTF Fine Jewelry, and ordered the defendant to immediately stop production and sales related infringement. Products, and compensation for TTF economic losses of 150,000 yuan. To this end, TTF received a reward of 150,000 yuan from the district government.

Nie Xinping believes that the creation of the brand must strengthen the protection of intellectual property rights. The chaotic situation of jewellery products is very unfavorable to the healthy competition between enterprises. It can be said that the protection of intellectual property rights is one of the "drivers" of industry development. . Therefore, at the beginning of the brand creation, the district government attached great importance to the protection of intellectual property rights, mainly in three aspects:

First, the “Rules for Implementing Intellectual Property and Standardization Strategies for Special Funds for Industrial Transformation and Upgrading in Luohu District” was issued, which specifically supported enterprises that successfully created brands and applied for patents and copyrights. The amount of patent support for single-piece design reached 1,000 yuan, which was the city's total. highest. Since the establishment of the “Demonstration Zone”, a total of 8 “China Famous Brands” and 17 “Guangdong Famous Brands” have been promoted by the jewelry enterprises in the jurisdiction, and 356 design patents, 18 utility model patents and 4 domestic invention patents have been applied.

The second is to increase supervision. The company has organized a number of special campaigns to combat illegal and fake sales in the gold and jewelry industry. Since the establishment of the “Demonstration Zone”, a total of 7 cases of counterfeit jewellery have been produced and sold, including 4 public security organs, 4 online sales of counterfeit jewelry dens, and more than 7,000 counterfeit and shoddy accessories, involving more than 10 million yuan. A total of 4,300 batches of jewellery and jade jewelry were sampled, and the pass rate of product quality supervision and inspection was maintained at over 93%, ranking first in the quality inspection of all kinds of industrial products in the same period of the city. At the same time, it has established a "blacklist" system for supervision and unqualified enterprises and a media exposure system to increase the illegal cost of enterprises.

The third is to increase publicity efforts. Relevant departments of the district organized and carried out activities such as “4·26 International Intellectual Property Day” publicity, new “Trademark Law” training and regional intellectual property advantage enterprise symposium, etc., and vigorously publicized and implemented the knowledge of trademarks and patents to stimulate the establishment of enterprises. The enthusiasm of independent brands to raise awareness of intellectual property protection.

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