Shandong Changle develops industries based on resources and builds an international jewelry city

Chanle County People's Government

Changle is located in the middle of the Shandong Peninsula. It is a suburban county of Weifang City. It was the capital of Qi State in ancient times and is now the capital of gems. Changle County governs 4 towns, 5 streets, and 1 provincial development zone, with a total area of ??1,101 square kilometers and a total population of 600,000.

Changle County has convenient transportation and is the transportation hub and entrance of the Shandong Peninsula. Roads, railways, air transportation, and mail transportation are accessible in all directions. It is 180 kilometers away from Jinan, the capital of Shandong Province, in the west, 190 kilometers away from the port city Qingdao in the east, and 80 kilometers away from the Bohai Bay in the north. Within the territory, the Jiaoji Railway, Jiqing Expressway, and National Highway 309 cross from east to west, and provincial highways Dayi Road and Jiaowang Road run from north to south.

A volcanic eruption 18 million years ago not only formed nearly a hundred ancient craters in Changle County, Shandong Province, but also brought precious wealth-sapphires to the local people. Changle sapphire storage area is 450 square kilometers, accounting for 1/3 of the total area of ??the county. It is currently the largest sapphire mining area in China and one of the rare large-scale sapphires in the world. Therefore, Changle County is known as the "Hometown of Chinese Sapphires" and "World Sapphires". Capital" and was also named "China Gem City".

1. Status of sapphire resources

Channgle County is a natural treasure with rich resources. The volcanic eruption 18 million years ago brought precious wealth - sapphires to the people of Changle. In 1984, it was discovered. From 1986 to 1990, after a general survey and detailed investigation by the Shandong Provincial Geological Department, it was proven that the sapphire mineral area in Changle reached 450 square kilometers, accounting for 1/3 of the total area of ????the county, and the reserves reached billions of carats, including rich ore areas. With a grade of over 30 grams/cubic meter, it is currently one of the largest sapphire mining areas in China and rare in the world. At the same time, compared with sapphires produced in Thailand, Myanmar, Sri Lanka and other countries, Changle sapphires have the characteristics of deep color, large particles, obvious dichroism, complete crystals, many special gems, and many brilliant-colored gems, so they are popular among consumers at home and abroad. the favor of the reader.

2. Current Development Status of the Jewelry Industry

Since the discovery of sapphire in Changle in 1984, Changle County has made full use of the resource advantage of sapphire to develop the jewelry processing industry and gradually formed a certain scale. Especially in recent years, the Changle County Party Committee and County Government have given full play to their advantages in resources, policies, technology, talents, and markets to strengthen industry management and increase cultivation efforts. The jewelry industry has developed rapidly and has become the highlight of Changle's emerging industries and economy. important pillar industries for development. At present, there are more than 40,000 employees in the jewelry industry in Changle County, and there are more than 1,200 companies engaged in jewelry processing and jewelry sales. They process 13 million carats of gemstones, 45 million jewelry pieces, and more than 50 million grams of precious metals annually, making it the largest in the country. One of the jewelry distribution centers.

China Gem City Market covers an area of ??120 acres, with a construction area of ??80,000 square meters. It was planned to be built in 1993. It is the largest and most complete gemstone jewelry and precious metal jewelry in China approved by the State Administration for Industry and Commerce. , a professional wholesale market for craft gifts and tourist goods, and has been designated as a key provincial tourist shopping spot by the Shandong Provincial Tourism Bureau. At present, there are more than 200 jewelry processing and operating companies in the market, among which the more influential domestic brand companies include more than 40 and more than 60 brands from Hong Kong, Shenzhen, Beijing, Shanghai, Fujian, Guangzhou, Yunnan and other places. The annual transaction volume of the market reaches 10 billion yuan. In order to maintain the healthy and long-term development of the market, all operating enterprises in the market have always followed the business philosophy of "Integrity is gold, treating customers as friends", adhered to honest operations, fair transactions, and maintained a good market order. Since 2002, the market has been rated as "Weifang Standardized and Civilized Market", "Weifang AAA Integrity Market", "Weifang Consumer Satisfaction Market" and so on. In 2004 and 2005, China Gem City was rated as one of the “Top 100 Most Competitive Markets in China” for two consecutive years.

In November 2006, the "China Jewelry, Jade and Jewelry Characteristics Industry Base" was co-sponsored by the Ministry of Land and Resources, the National Development and Reform Commission, and the Ministry of Science and Technology, and co-organized by the China Jewelry and Jade Jewelry Industry Association and the Jewelry Management Center of the Ministry of Land and Resources. At the "Mayor Forum", Changle County, Shandong Province was rated as "China's Jewelry, Jade and Jewelry Characteristics Industrial Base" by the China Jewelry and Jade Jewelry Industry Association and the Jewelry Management Center of the Ministry of Land and Resources, becoming the first county (city, district) in Shandong Province to win this honor. ).

The volcanic landforms of Changle County

The development path of China's jewelry and jade jewelry characteristic industry base

With the help of strong industrial advantages, in the spirit of "gems set the stage, economic and trade" Based on the principle of "singing opera", since 1996, Changle County has successfully held eleven China International Jewelry Fairs and Ordering Fairs and six China International Gem Festivals. According to statistics, during each Gem Festival, there are visitors from the United States, Singapore, Australia, Thailand, India, South Korea, Malaysia and other countries as well as Jiangsu, Yunnan, Henan, Liaoning, Xinjiang, Zhejiang, Beijing, Shanghai, Shenzhen, Guangzhou, Hong Kong, Hundreds of dealers and tens of thousands of merchants from Taiwan and other provinces and cities came to Changle County to visit, participate in exhibitions and negotiate business, with the transaction volume exceeding 1 billion yuan. By holding the gem festival, it not only shows the world the unique charm of sapphires and the strong advantages of the jewelry industry in Changle County, but also further publicizes Changle County, improves the visibility of Changle County, and contributes to the extraordinary economic development of Changle County. Leap-forward development has played a positive role in promoting.

3. Main practices

In order to move from a gem origin to an international jewelry distribution center and build Changle County into a veritable international jewelry mall, in promoting the development of the jewelry industry, To sum up, there are mainly six methods as follows.

The second is to adhere to orderly development. In order to change the disorderly situation of sapphire excavation and jewelry processing, Changle County established a sapphire mining office in 1996 to manage sapphire mining in the county in accordance with the law. According to the survey results of the geological department, the reserves, distribution, grade and other relevant mining conditions of sapphires are distinguished, and mechanized and semi-mechanized mining are carried out in enriched areas to prevent leakage of ores; poor ores and scattered marginal ores are licensed by the masses. Mining, random mining and excavation are prohibited. Since 1998, in accordance with the principle of sustainable development, Changle County has done a good job in the management of mineral resources in prohibited areas, mining areas, and reclamation areas, and required licensed mining. The county's existing processing capacity is gradually digesting the raw materials developed in previous years, maximizing the value of sapphires and exploring the heritage of gemstone culture.

The opening ceremony of the 4th International Gem Festival was held in September 2005. By 2007, 6 consecutive China International Gem Festivals had been held.

The second is to promote gem culture. In order to fully display the sapphire style of Changle, promote the gemstone culture, and create the "Sapphire Capital of the World" brand, in October 2002, Changle County built the Chinese Gemstone Museum, which collects well-known gemstones from all over the country and some internationally. The original gemstone mineral specimens, woolen materials, finished products and pictures of the place of origin show people the long history and crystal brilliance of gemstones. It is a large museum that integrates the popularization of gemstone culture, specimen exhibitions, jewelry sales, and tourism and shopping. It is an important window to display Chinese gemstone culture and the development history of gemstones in the world.

The third is to do a good job in quality inspection. In cooperation with the Shandong Provincial Gold, Jewelry and Jade Quality Supervision and Inspection Center, Changle China Gem City Management Committee, and Changle County Technical Supervision Bureau, equipped with high-level testing equipment, the Shandong Provincial Gold, Jewelry and Jade Quality Supervision and Inspection Center was established in China Gem City. The central Changle Inspection Station has an annual inspection capacity of more than 10 million pieces of jewelry. The establishment of the testing station has unified the quality of jewelry in the Changle County Jewelry Trading Market, strictly controlled the quality of jewelry in Changle County, greatly improved the integrity of the China Gem City Market, and laid the foundation for the implementation of the "Brand Strategy" A solid foundation.

The fourth is to optimize the policy environment. In 1996, the Changle County Party Committee and County Government issued the "Opinions on Accelerating the Development of the Jewelry Industry."

In order to regulate the jewelry industry market and promote the healthy and rapid development of the jewelry industry, the country's first county-level gem and jade association was established to focus on the planning, coordination, supervision and management of the county's jewelry industry. At the same time, it provides information for the development of the county's jewelry industry. Market information, technical training, business guidance and other services create a relaxed environment for the healthy development of the jewelry industry.

The fifth is to carry out exchanges and cooperation. The jewelry industry in Changle County started relatively early in the country. With the help of strong industrial advantages, in line with the principle of "gems set the stage, economic and trade perform", since 1996, Changle County has successfully held the 11th China International Jewelry Exhibition and Order Fair and the 6th China International Gem Festival. During each jewelry festival, it attracts hundreds of jewelry and tourism units and merchants from home and abroad, and tens of thousands of people come to the exhibition to negotiate trade. The exhibits include more than 20 categories, more than 500 varieties, thousands of styles, and a transaction volume of about 1 billion yuan. In 2005, Changle China International Gem Festival was awarded the "Top 50 National Festivals".

National large-scale jewelry trading market - China Gem City

The Gem Festival not only brings great economic results, but more importantly, it changes the thinking of Changle people concept. The Gem Festival can be compared to a "window, bridge, and axe": the "window" is to further open up the market of Changle Gem City; the "bridge" is to successfully establish the "Changle Gem City" brand and broaden the economy of Changle. The "axe" has opened up many new economic growth points for Changle County, including tourism, and injected vitality and vitality into Changle's economy.

China Changle Fine Sapphire Competition recorded by CCTV

The sixth is to strengthen media publicity. Practice has proved that our publicity work is very effective, especially in the past two years, we have produced and broadcasted columns such as "Treasure Appraisal", "Art Investment" and "Traveling in China - Treasure Hunt" on CCTV. Print media such as People's Daily, Guangming Daily, Consumer Daily, Dazhong Daily, Qilu Evening News, "Gem and Jade Weekly", "Jewelry Fashion" magazine and other print media have published more than 60 press releases of Changle Sapphire and Jewelry Industry, as well as through Sohu.com, The most well-known and authoritative portals and news websites such as Sina and NetEase have published news topics and information about the Changle Gem Festival and sapphires. Through serialized, all-round, multi-level and multiple types of three-dimensional publicity, our county’s sapphire and its jewelry industry have had a wide impact at home and abroad, gradually forming a jewelry market with independent business concepts and cultural connotations in the minds of consumers. The brand has played a positive role in further increasing the scale of the jewelry industry in our county and promoting the development of various undertakings.

4. Development ideas

First, implement the brand strategy. As competition in the industry becomes increasingly fierce and domestic and foreign brand jewelry have settled in Gem City, the Changle County Party Committee and County Government have proposed a brand strategy to improve the brand awareness of jewelry companies and build the Changle jewelry brand based on the existing market size. Since the implementation of the brand strategy, focusing on the theme of creating a jewelry brand, the county has regarded "grasping the trend, building an image, stressing integrity, and establishing a brand" as the focus of enterprise development, and has continuously strengthened the enterprise's business philosophy and brand awareness. Jewelry companies have launched a craze to create new brands. Since 2005, 2 jewelry companies in Changle County have been rated as "Famous Brands in China's Jewelry Industry", 2 have been rated as "Famous Brands in Shandong Province's Jewelry and Jade Industry", and 5 companies have been rated by the Shandong Provincial Tourism Bureau. As "Shandong Province Tourism Commodity 'Liu Zhen Store'", 18 corporate products were rated as "Chinese Famous Brands", and 1 corporate product was rated as "Shandong Famous Brand". The acquisition of these brands and honors has greatly improved the grade of Changle jewelry, increased the popularity of Changle County, opened up a new growth point for the development of Changle County’s jewelry industry, and laid the foundation for building an international jewelry city.

The second is to actively introduce talents, adhere to technological innovation, and fully tap the value of sapphire. Advanced technology is a sign of industrial strength, and technological innovation is the foundation for industrial prosperity. According to the unique characteristics of jewelry products, only by constantly adding new varieties, new styles, carrying out technological innovations and product innovation can the vitality of enterprises and gathering places be ensured.

In the next step, we will use the strategy of "attracting talents, cultivating talents, and reusing talents" to introduce advanced processing equipment, carry out technological innovation, especially sapphire color changing technology, improve the research and development capabilities of new products and new technologies, and launch novel, avant-garde, Marketable jewelry products to maximize the value of sapphires.

The third is to expand the market scale, improve the market grade, and carry out the reconstruction and expansion of China Gem City. As competition in the jewelry market becomes increasingly fierce and domestic and foreign brand jewelry have settled in Gem City, the Changle County Party Committee and County Government decided to renovate and expand Gem City. On the basis of the existing market size, expand the jewelry market to improve the market grade and build an international jewelry city. China Gem City is divided into the following three phases:

Gem City Phase II project: Located in the northeast corner of China Gem City, covering an area of ??30.75 acres, it is to build a Shandong Province tourism commodity trading center. The total investment of the project is 280 million yuan, the total construction area is 72,000 square meters, and the architectural design is 17 floors. The main functions are designed for wholesale transactions of jewelry, craft gifts, tourism products and business offices. The project started in March 2007 and is planned to be completed and put into use in 2008.

Perspective view of China Gem City Trading Center

Gem City Phase III project: located east of Baoshi 1st Street, north of Xincheng Street, and west of Changle County Public Security Bureau, Shandong South of the north wall of Limei Digital Co., Ltd., it covers a total area of ??about 183 acres, with a planned total investment of 300 million yuan and a construction area of ??200,000 square meters. It mainly builds a place integrating jewelry cultural promotion, jewelry brand promotion, and jewelry boutique sales. An all-in-one jewelry trading themed mall.

The Gem City Phase IV project: located south of Xincheng Street, north of Gemstone Street, east of Changda Road, and west of Gem City 2nd Road in Changle County, adjacent to the current China Gem City, with a planned area of ??380 square meters acres, with a total planned investment of 1.6 billion yuan. It is planned to be a group business model integrating gem display and trading, gem culture, office, commercial and residential, culture and entertainment, catering and hotels.

After the second, third and fourth phases of the Gem City expansion projects are completed, China Gem City will be a tourism-focused city covering an area of ??nearly 1,000 acres, with a construction area of ??1 million square meters and an annual transaction volume of 50 billion yuan. It is a large-scale international mall that integrates shopping, jewelry exhibitions and transactions, catering and accommodation, sports and entertainment, commercial residence, etc., forming an international jewelry wholesale trading market that "buys from the world and sells to the world".

China Gem City overall planning renderings