Be a diamond expert and take the boutique route.

1. Kimberly's status

"17 years to drill the East, a hundred years to be brilliant". The huge banner erected by Kimberly headquarters is not only Kimberly's summary of past achievements, but also Kimberly's confidence in future development.

1995 De Beers Company, which accounts for 80% of the world's diamond and rubble trade, inspected the China market and actively sought for China's partners. After frequent contacts and understanding, investigation and analysis of the market, in June of that year, Henan Kimberly Diamond Co., Ltd. named after Kimberly was established. In February 2004, in order to develop a long-term international partnership, Belgian HRD and Kimberly Diamond Co., Ltd. * * jointly held the "Advanced Training Course on Diamond Classification and Identification" to provide international professional training on the classification and identification standards in the diamond field. Kimberly-Clark sends a large number of excellent employees to Belgium for training every year. In 2005, we cooperated with DTC and successfully promoted the "Zou Guang" series of diamond ornaments. In 20 10, "Kimberly Diamond" became a licensed manufacturer and retailer of diamond products at the Shanghai World Expo, and was fortunate to be the official diamond partner of the Belgian EU Pavilion, and joined hands in China International Import Expo(CIIE). 201119 On behalf of King Albert II, Belgian Prime Minister Mr. Letem presented the "Leopold Knight" medal representing the highest honor of Belgian royal family to the chairman of Shanghai Kimberly Diamond Co., Ltd. at the Belgian Prime Minister's Office, which was a great affirmation of Kimberly brand.

As the first member of "Shanghai Diamond Exchange" and "National Diamond Jewelry Industry Quality and Service Integrity Demonstration Enterprise", Kimberly Company has independent diamond import and export rights. In the long-term cooperation with diamond jewelers and national quality inspection departments at home and abroad, the company has always adhered to the business philosophy of "success comes from quality and brand comes from integrity". At present, Kimberly Company has gradually developed into a group professional diamond company integrating diamond design, cutting and grinding, inlay, distribution and retail. In order to accelerate the rapid development of domestic diamond processing industry and further develop the huge diamond consumption market in the central and western regions, the company invested heavily in building a "Diamond Industrial Park" covering an area of 22,000 square meters in Shanghai in 2003. It is the first diamond industrial park built by a brand in Shanghai. The main building includes production area, management area and related supporting living area, covering all links of diamond jewelry supply chain, such as raw material import sorting, cutting and polishing, diamond jewelry design, gold production inlay and supply to retail market.

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Kimberly-Clark has established a national marketing network with diamond franchise stores as the main sales form, with complete facilities and excellent service. At present, there are more than 600 diamond franchise stores (cabinets), covering 30 provinces and cities across the country. Since 2002, the company has started the project of building an international brand of "Kimberly Diamond", and set up business and office offices in China, Hongkong, Belgium and Canada.

With the development of enterprises, Kimberly pays more and more attention to the training of employees. When we enter Kimberly, we feel a vibrant atmosphere all the time. The trend of "youth" and "knowledge" has become common among company employees. The company has a young, energetic, knowledgeable and innovative management leading team, an undergraduate and master management team with professional training and qualification certification in GII, HRD and FII, and a large number of experienced and skilled production technicians. These high-quality talents are a powerful guarantee for Kimberly's long-term sustainable development.

2. Core competitiveness

Product quality: Success comes from quality is Kimberly's belief. As a first-class commodity buyer of HRD, Kimberly gives priority to high-quality diamonds. Almost harsh double inspection: bare stone inspection and finished product inspection to ensure that every diamond in Kimberly is a high-quality diamond that can stand the test. In Kimberly's diamond world, brilliance is the only color, exquisiteness is the highest cut, sincerity is the purest purity, and quality is always a heavy weight. Every working procedure in the production process is strictly controlled by technicians with more than ten years' working experience. After many inspections, the products finally pass the inspection, so as to prevent any defective products from entering the market. High-quality cutting is an important factor to determine the bright fire color of Kimberly diamonds. The high-quality diamonds operated by more than 600 Kimberly diamond franchise stores in China adopt world-class Belgian perfect cutting technology, and each one has been accurately calculated, carefully designed and perfectly cut and polished. The average quality of diamonds is one of the few in China. In 20 1 1 and 10, Shanghai Kimberly Diamond Co., Ltd. accepted the comprehensive inspection and audit of the quality management system by the audit expert group of China Quality Certification Center, and successfully passed the ISO900 1 quality management system certification, marking that the management level of Kimberly Diamond has jumped to a new level.

Pay attention to service: adhering to the corporate mission of "being the first choice of customers and becoming a diamond expert", Kimberly insists on the value of "customer first", advocates "family service", conscientiously implements the corporate culture of "honesty and trustworthiness, quality service", builds a bridge with customers with smiles and sincerity, regards quality service as the cornerstone of enterprise survival and development, and emphasizes establishing a good corporate image of Kimberly with quality service on the premise of ensuring product quality. 1995 launched the national "six guarantees" service with "guarantee exchange" as the core: fidelity, quality guarantee, price guarantee, guarantee exchange and guarantee washing, to ensure that consumers fully enjoy the promise of "China lifetime free exchange (guarantee exchange)" in business services; Realize the good wish that "when you own a Kimberly diamond jewelry, it is equivalent to owning a Kimberly diamond franchise store". Kimberly-Clark will provide you with a lifetime of perfect service for your temporary consumption and take care of this eternity.

Product research and development: Kimberly-Clark always takes product research and development and innovation as the primary task, and brings forth new ideas every year. Kimberly Diamond has a professional diamond design team and won many awards at home and abroad. With their passion for life, their desire for beauty and their persistence in art, they awakened the sleeping soul of diamonds, conveyed their unique affection for diamonds, and ensured that every work they created was bright and beautiful without losing its heritage, and the essence and concept of creation showed strong brand characteristics. In the 2007 HRD AWARDS 2007 "Opera Night" Diamond and Jewelry Design Competition, the work "SOPRINO" by Mr. Zheng Zhiying, the chief designer of Kimberly Company, was shortlisted for the best design; In the 2009 HRD AWARDS 2009 "My Best Fairy Tale" Diamond Design Competition, the work "Diamond Beard" designed by Mr. Zheng Zhiying stood out from the 1089 works designed by 654 people from 40 countries and was shortlisted as the best design work. Therefore, Mr. Zheng Zhiying became the only jewelry designer in China who won the grand prize for two consecutive years. In order to cultivate more diamond design and research talents, Shanghai Kimberly Diamond Co., Ltd. and Fudan University Shanghai school of visual arts realized a new mode of school-enterprise cooperation in April, 201/KLOC-0.

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Take the joining route: Kimberly always believes that professional people do professional things. As the largest diamond franchise chain in China, Kimberly only sells diamond ornaments. After more than ten years of development, we have a deeper understanding of diamonds. Both the design and inlay technology of diamond ornaments and the market share of diamonds are among the best in China, winning the brand reputation of "China Diamond Expert". Kimberly will unswervingly continue to explore franchise routes and continue to consolidate its leading position in the industry.

3. The company's future development plan

3. 1 Continue to increase brand investment.

With the development of economy and the improvement of people's living standards, jewelry consumption is becoming another hot spot after housing and automobiles. At the same time, China's rapid urbanization and wealth growth outside big cities have spawned a large number of jewelry consumers in second-and third-tier cities. With the entry of more and more small brands and the rise of online jewelry sales, the price war is in full swing. It is in this situation that Kimberly introduced a unified national real price sales policy, prohibiting all discounts and disguised discounts. This courage is based on Kimberly's confidence in his brand building for more than ten years and his unswerving commitment to brand promotion in the future! Since its establishment, we have been very aware of the importance of brand to the development of enterprises. With the help of domestic mainstream high-end media, we spread the profound Kimberly diamond culture to consumers, appreciated the unique charm of diamonds, and conveyed and pursued the brand value of Kimberly diamond "one in a million". Therefore, the annual advertising investment is huge, and the advertising investment of TV, print, outdoor and fashion magazines in the central and provincial cities and counties has always been in the forefront of jewelry brands. With the promotion of Kimberly's brand awareness, our new goal is to make Kimberly a top brand in the world!

3.2 Take the flagship boutique route

After the rapid expansion in the early stage, Kimberly's future work will focus on consolidating the number of existing stores, creating more boutiques, and increasing the market share of single stores to increase the national market share. And gradually open direct stores in key markets to enhance the brand level. 20 12 and 16, the Kimberly Diamond Club, which is wholly owned by Shanghai Kimberly Diamond Co., Ltd., was grandly opened. Kimberly Diamond Beijing Club is the first high-end diamond club built by a jewelry brand in China. The club focuses on the sales of high-quality diamond jewelry, focusing on the customization of business diamond gifts and high-grade diamond jewelry, integrating high-grade jewelry sales, diamond collection appreciation, business negotiation, wine cigar tasting and leisure tea. It is another pioneering work of Shanghai Kimberly Diamond Co., Ltd. to lead the industry trend, lead the new consumption trend and create high-quality diamonds and diamond jewelry. The launch of Diamond Club will open a new mode of domestic jewelry sales. In the future, Kimberly will open high-end diamond clubs in major first-tier cities to promote the brand by going up one flight of stairs and make Kimberly an internationally renowned brand.

3.3 Pay attention to corporate social effects and increase investment in public welfare undertakings.

While Kimberly Diamond is developing itself, its strong sense of social responsibility drives Kimberly Diamond to always care about the society, actively participate in social welfare, devote itself to charity, and do its bit for social welfare.

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In 2006, Kimberly invested in two Kimberly Hope primary schools in Kaifeng, Henan Province, and set up Kimberly scholarships for poor students in several schools to encourage children to study hard, change their destiny and serve the society. In 2008, a once-in-a-century earthquake occurred in Wenchuan. Kimberly-Clark launched the "Hand in Hand, Let Love Pass" earthquake relief activity at the first time, and donated 6.5438+0.2 million yuan in the shortest time, which was urgently sent to the disaster area. In September 2009, Kimberly Hope Middle School, which donated RMB140,000, broke ground in Weishi County, Henan Province. From June 5, 2008 to February 2009, Kimberly participated in the charity bazaar held in Shanghai, and Kimberly diamond brand was awarded the title of "Best Charity Brand in 2009" by Jiang Shen Service Herald. On 20 10, "Kimberly Diamond" became the official diamond partner of the Belgian EU Pavilion at the Shanghai World Expo. Kimberly Diamond sponsored the charity event of "Winning Diamond Jewelry Award by Texting" organized by the EU Pavilion in Belgium. While adding luster to the World Expo, all the income from this activity platform is used for the preparation of China-Belgium charity projects. 20 10 10, Yunnan was hit by a once-in-a-century drought. Kimberly headquarters organized Yunnan Kimberly Diamond to donate materials worth 100000 yuan to Yunnan Red Cross Society, temporarily alleviating the food shortage problem of local needy families and families with disabilities. In July, 20 1 1, the inauguration ceremony of Kimberly Hope Middle School, which was donated by Caonan Township, Weishi County, Henan Province, was held with joy. Three generations of gentlemen. The growth of children is related to the future of society and the hope of the nation. Education for the people is in the future, and promoting education through industry is beneficial to future generations. I believe that more children will become talents in Kimberly Hope Middle School in Caonan Township, Henan Province, and go out of Weishi to the world.

For an eternal diamond, a short period of seventeen years is extremely insignificant. For Kimberly people who are struggling and struggling, the increase of 17 is obvious. Kimberly diamonds will shine forever, illuminate the whole industry, and persistently write their own immortal legends.

20 12 China jewelry yearbook