| Over more than thirty years of development, China’s jewelry industry has developed into a large scale, with numerous companies and plentiful jewelry products. As the national living standards continue to improve, the pursuit for a harmonious relationship between a high-quality culture and art and a delicate life has gradually become a popular and fashionable lifestyle. International luxury jewelry brands have flocked to Chinese jewelry market, which has made more Chinese people feel the extraordinary charm of high-end jewelry in the aspects of personal image, social relations and life. As a result, the consumption of jewelry as a luxury has become a new normal in Chinese high-end consumption.China is a vast country of jewelry manufacturer, but not strong. OEM production, in the jewelry industry chain of low-end position, affected by the downturn in the world economy, enterprise’s survival is at risk. Although there are lots of domestic jewelry brands in China, the lack of influential jewelry brands and enterprises. Jewelry brand is not strong and the development of enterprises is affected, resulting in the competitiveness of China’s jewelry industry is not strong. How to build the brand of jewelry is an urgent problem to be resolved in the jewelry industry in China.Strong brand, strong business. Brand has become a symbol of the strength of a company and even a country. The jewelry industry in China needs promote the transformation and upgrading so that the jewelry industry to emerge from a self innovation, self development, sustainable development of the brand. The jewelry industry and enterprises need to establish independent brands with strong competitiveness and vitality. It’s imperative and has practical significance. For the purpose of building advantages for Chinese self-owned brands of high-quality jewelry to compete with international top luxury jewelry brands both at domestic and foreign markets, and to increase the competitiveness of Chinese self-owned jewelry brands, this paper carries out a case study of T jewelry company in successfully getting into the international top jewelry camp by shaping a high-end jewelry brand of F. In order to provide experiences and solve the urgent problems that the jewelry companies of China meet during creating high-end jewelry and independent brands.First, this paper begins with relevant theories of brands and luxury, and analyzes the relationships among brands, brand name and trademark, as well as the relation between luxury and jewelry brand. The characteristics of luxurious high-quality jewelry are also discussed, including classic design, exquisite material, extraordinary technique, outstanding quality, fashion, and honored luxurious feelings. It has become a high-quality culture and a kind of material enjoyment to own and wear jewelry of high-end brands. Jewelries of high-end brands belong to luxury goods.Second, based on the data, cases and materials collected and consulted, the development status of China’s jewelry brands is illustrated in terms of brand competition, growing space for consumption. The high-end jewelry market occupied by foreign brands, which are in regional expansion, and the reasons for lagging development of jewelry brands; the successful international top jewelry luxury brands have the following characteristics:aristocratic high-end positioning, consumers’emotional demands, the organism combination of beauty and art, the brand personality image, profound historical basis, accumulated cultural connotation, and unique management idea; and the sales status of international jewelry is also discussed. And analysis of supply and demand on both domestic and foreign markets,In addition, this paper introduced three main courses of t jewelry company development from OEM processing, the independent brand building to independent brand high-end expanding, and analyze the potential of t jewelry company development.The main process of brand development of T Jewelry Company is introduced in this paper and the development potential of Jewelry Company is analyzed. This paper takes the high-quality jewelry brand of T Jewelry Company as the research subject and studies they ways of successfully becoming an international top jewelry brand. Based on relevant theories, the external macro environment and competitive environment are analyzed from the six aspects of population environment, economic environment, science and technology environment, natural environment, social and cultural environment, political and legal environment that affect the development of T Jewelry Company as well as the five-force model of threats of competitors, threats of potential entrants, bargaining power of suppliers, bargaining power of buyers, and the threats of alternatives. A SWOT matrix is displayed in combination with the analysis results and companies situations to put forward four strategies for the brand development of T Jewelry Company.Furthermore, based on the case of T Jewelry Company, the development thought of becoming an international top jewelry company by shaping F brand is sorted out in this paper. This paper systematically explores the path of T Jewelry Company to build a high-quality F jewelry brand by summarizing the following ten aspects:the goals of T Jewelry Company to create a high-end brand, Chinese culture as the soul of its brand development, the integrated western and Chinese culture as its creative design ideas, creative designs as the foundation for its brand development, the scientific and technological progress as the driving force for its brand development, innovation as the core of brand building, quality as the brand life, talents as the guarantee for brand building, promotion as the key to building brand image, and the intellectual property right as the protector of brands. Achievements are made by T Jewelry Company in shaping F brand in five aspects:the beauty of eastern and western culture and art has been integrated in its design style; fruitful results are made in scientific and technological innovation; the image of a high-end jewelry brand has been successfully shaped; international jewelry talents grow in the company; the first case of intellectual property of jewelries has been won by this company in China. Problems faced by T Jewelry Company in building a top jewelry brand are elaborated in terms of focusing on cultural inheritance and innovation, playing the role of new aggressive designers, exploring both domestic and foreign markets, and intensifying protection of self-owned brands.Finally, to further overcome the difficulties faced by this company, this paper proposes several suggestions and sorts out some lessons from the following five aspects:brand building should rely on the scientific and technological progress, independent innovation and transformation; it should give full play to its advantages, develop the strong points and avoid the weak points, and look for an adequate market space for development; it needs to develop a brand management idea in combination of culture; it should make innovative designs, develop new technologies and techniques, and create high-quality jewelry brands; meanwhile, enterprise, individuals and government departments should closely cooperate with each other to create sound and fair competition market environment and protect intellectual property rights. In order to provide experiences and solve the urgent problems that the jewelry companies of China meet during creating high-end jewelry and independent brands. |
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