Shanghai "Old Phoenix" ranks among the world's top 100 jewellery brands to be "China Cartier"

It was learned on February 5 that for the first time, a Chinese mainland brand had appeared on the list of the top 100 global jewellery brands. This brand, which rivals Tiffany, Cartier and Bvlgari, is the old Fengxiang of Shanghai.

From operating a century-old store to being a finalist on the world-class list, Lao Fengxiang’s qualitative change stems from the change of philosophy. In the past, jewelry companies in China sold thousands of dollars in red gold, emphasizing quality standards and fair prices. Lao Fengxiang changed the concept of homogenous competition and pursued design, craftsmanship and services. Lao Fengxiang took a step toward internationalization and won gold and silver at home and abroad jewelry competitions. He has won more than 150 awards.

Lao Fengxiang encourages core talents with “equity stocks plus real shares”. The talented generations of old, middle and young generations interpret the concept of international brands with their design vitality. Zhang Xinyi, Zhang Jingyang and other Chinese arts and crafts masters pulled up a team of chief designers. Their products had aura and personality; they trained abroad to train new students, and young design talents went to Italy to absorb “designed nutrients” and traditional themes. Modern design, smart style, smooth lines. Designing souls, precious jewelry is no longer derived from the material of its precious metal, but its own art value.

High-tech supports the introduction of new products in batches, and superb crafts turn fashion design into reality. In addition to retaining the hundred-year-old home-watching skills such as snapping, cutting, and inlaying, Lao Fengxiang has possessed continuous precious metal jewelry manufacturing techniques such as continuous molding synchronous welding, electroforming molding, and CAD fine-molding molding. With the new technology, Lao Fengxiang's product update rate has reached more than 30% in the past three years. Since 2000, Lao Fengxiang has also applied for 670 patents and accumulatively authorized 408 patents.

Relying on these soft powers of talents and technology, Lao Fengxiang has been active in the market in recent years and its sales increased from 7.5 billion yuan in 2001 to 4 billion yuan in 2006. Sell ​​concept, for Valentine's Day, wedding market, use “Golden Rose” to tell “Love Story” and launch lively and lovely zodiac ornaments for the Lunar New Year Fair; selling services, the chief salesperson provides consumers with top brand shopping experience, 100 designs Teachers and technicians provide tailor-made tailoring on holidays.

At present, Lao Fengxiang's international brand strategy has been fully opened, signed a cooperation agreement with the famous Italian brand “Mirona”, and recently contacted many famous jewelers and mineral resource companies in Europe, the United States, and Japan to negotiate brand, technology and production and marketing. Cooperation.

In 1847, France, Paris, and Cartier were born; in 1848, China, Shanghai, and Lao Fengxiang were founded. When the person in charge of Lao Fengxiang cited this historical detail, the reporter clearly felt that the long-established name of a nation was to be the ambition of “China Cartier”.