Lin Yonglin

2012 China Jewelry & Jade Jewelry Yearbook

Fujian Jindeli Group Co., Ltd. was founded in August 1992, headquartered in Jinshan Orange Garden Island Industrial Zone, Fuzhou City. It is a comprehensive group company integrating science, industry and trade, and mainly produces and operates a variety of gold jewelry, jewelry molds, fashion jewelry, home accessories, craft gifts and other products. Our sales network covers all over the country, and our products are exported to more than 30 countries and regions, such as the United States, Japan, Canada and so on. The company has more than 370 employees. The subsidiaries are Fuzhou Jindeli Jewelry Co., Ltd, Fuzhou Jindeli Crafts Co. Jindeli Group is a leading enterprise in the jewelry industry. The trademark "Jindeli" was recognized as "China Well-known Trademark" by the State Administration for Industry and Commerce in 1999, and the Jindeli brand popular jewelry was awarded "China Famous Brand Product" in 2005 with the first place in the industry ranking. "In 2009, Jindeli Group was approved by the National Standards Committee to become the "National Jewelry Standardization Technical Committee of Jewelry and Precision Processing Device Sub-Technical Committee". In 2009, Jindeli Group was approved by the National Standards Committee to become the bearer of "National Jewelry Standardization Technical Committee Sub-Technical Committee on Jewelry Precision Processing Devices" and "National Jewelry Standardization Technical Committee Sub-Technical Committee on Simulation Ornaments", which further strengthened the company's right to speak in the industry.

Jindeli Group is the first private enterprise in Fuzhou City to set up the Party, Labor and Youth League organizations, the Group's Party organization was awarded by the Fujian Provincial Party Committee as "advanced grass-roots Party organizations in Fujian Province", the Group's labor union was awarded by the All-China Federation of Trade Unions as a "national model workers' home", the Group's Youth League organization was awarded by the Central Committee of the League as "advanced grass-roots Party organizations in Fujian Province". The Group's labor union was awarded "National Model Workers' Home" by the All-China Federation of Trade Unions, and the Group's labor union was awarded "May Fourth Red Flag Youth League Committee" and "National Youth Civilization" by the Central Committee of the Youth League. Jindeli is the first company in China that advocates "not calling foreign workers as wage earners or working girls" and treats the employees as relatives. The group has a staff canteen, a broadcasting room, a library, a high school culture cram class, and training courses for various skills and management, and it has also set up a hotline for a "caring elder sister" and a "caring elder sister" program. We have also set up the "Sisters in Charge" hotline, created the "Sisters in Charge Heart-to-Heart Talking Room" and the "Love Nursery" to care for the growth of our employees at every step. Over the past twenty years, Jindeli has developed into a model of party and labor union work of private enterprises in Fuzhou City. Hundreds of employees in Jindeli have fulfilled their dreams of becoming university students, technicians and masters of folk crafts and have become useful talents for the development of the society.

1.Advantages

1.1 Brand Advantage

Kingdales is the founder of China mold and the promoter of mold industry. After one year and nine months of experiments, Jindeli Group successfully developed China's first single piece of jewelry plaster molds, which changed the traditional craft of making gold jewelry by hand-knocking for thousands of years in China. Jindeli company has been a hit since then, its production of mold products throughout the streets of China, even as far away as the remote areas of Tibet, Eastern Europe and Asia, many countries and regions have Jindeli jewelry mold outlets.

"Jindeli" brand is China's well-known trademarks, China's famous brand and China's export brand, but also the top ten influential brands in the national jewelry industry. Through the development of the company for more than ten years, "Jindeli" brand has great influence in the field of jewelry molds, accessories and jewelry, and "Jindeli" brand is y rooted in people's hearts.

2012 China Jewelry & Jade Jewelry Yearbook

1.2 Channel Advantage

Jindeli has a more systematic and mature marketing and sales channels in China, forming the mode of radiating domestic and foreign markets with a starry sales network in alleys and lanes and tens of thousands of Jindeli Jewelry Moulds outlets in China.

2.Enterprise Innovation

2.1 Playing the provincial technical center advantage, enhance enterprise innovation

Insist on the road of "production-learning-research", relying on the company's subordinate provincial enterprise technology centers and two national sub-technology committees, and strengthen the cooperation with universities, scientific research institutions, testing institutions, industry associations and other organizations. We strengthen the cooperation with universities, research institutes, testing organizations, industry associations and other organizations to enhance the company's R&D and innovation capabilities and ensure the implementation of the company's brand strategy. Adhere to the production of a generation, research and development of a generation, reserve a generation of research and development strategy to improve product quality and value-added, enhance the ability to guide the market trend.

2.2 Build high-quality R & D team, enhance product innovation ability

Kindly Group has a professional design team and international design concepts, the company specially from Australia to introduce more than 20 years of experience in the field of senior design director to lead the R & D team, to ensure that the product style design, conceptual design and the world's fashion trends synchronization, so that the design of products in line with the needs of urban consumers. At the same time, the company has handicrafts, gift casting of patented technology, can be used in combination with gold and silver jewelry production of Buddhist products, art collections and gifts, etc., the development potential is huge.

3.Enterprise development achievements

3.1 Jindeli jewelry gypsum mold invention

The end of the 20th century 80's, in the case of no technical information, no ready-made equipment, after one year and nine months of repeated experiments, according to the gypsum casting process principles, the company finally succeeded in the development of China's first single piece of jewelry mold. Its invention has filled a gap in the field of high-tech in China, triggered a technological revolution in China's jewelry processing industry, and greatly promoted China's jewelry industry from the traditional craft processing to the direction of the development of precision casting, and put an end to the gold-beaters for thousands of years, but the low efficiency, the finished product is rough handmade history.

3.2 The development of industry standards

2012 China Jewelry and Jade Jewelry Yearbook

According to the requirements of the Industry and Information Technology Department Office of Industry and Information Technology Department of Science [2011] No. 165 document, "electric casting of pendulums", "alloy pendulum casting safety specifications", "jewelry precision machining of gypsum molds", "precision machining of gypsum molds jewelry roasting safety Technical specifications" industry standard included in the industry and information technology sector, "2011 the third batch of industry standards revision plan", belongs to the product category of light industry standards, project number 201-12451T-QB. This standard is prepared by Fujian Jindeli Group Co.

4.Enterprise future development plan

With the continuous development of China's economy, the improvement of living standards, the people's demand for gold jewelry is growing, China will become the world's largest consumer of gold jewelry in the future. The construction of the West Coast of the Taiwan Strait has brought opportunities for the gold jewelry industry in Fujian, with the help of tourism and cultural characteristics of the West Coast of the Taiwan Strait, which is conducive to the further development of the industry. To this end, Jindeli will focus on the future development of gold jewelry franchise chain project.

4.1 The development of specialized, large-scale gold jewelry affordable shopping mall, go to the big cities and towns and townships self-owned stores and franchising business model

Golden Deli put forward a "foothold in Fuzhou, radiation in Fujian, facing the country" goal. With the high-end department store brand gold jewelry high price and scattered individual households jewelry and gold firms have not shaped its brand influence opportunities, Jindeli using civilian prices and full of stars strategy, to be the first to open a jewelry affordable mall in Fuzhou, in the county-level cities and part of the township to set up a "Jindeli" gold jewelry stores for the development of the later stage. Franchise stores to lay the foundation. The establishment of "Jindeli" franchise distribution center, relying on the original Jindeli jewelry mold network point customers, and gradually the original county, township gold stores, gold stores absorbed into the "Jindeli" stores. In the development of chain franchise at the same time, the establishment of Jindeli gold jewelry online shopping center.

4.2 Increase the development of overseas markets

At present, the company's products have been exported to the United States, Japan, Canada and more than 30 countries and regions. With the continuous development of enterprises, there is an urgent need to establish and improve the overseas sales and service system on the basis of the original U.S. company and Hong Kong company to improve customer satisfaction and establish corporate image.

4.3 Expand publicity, improve enterprise and brand awareness

Continuously cooperate with professional media, magazines, increase advertising and publicity efforts, and actively participate in the Canton Fair, Hong Kong Fair, Italy Jewelry Show, the United States of America Las Vegas Jewelry Show, the Thailand Exhibition and the Russian Exhibition and other exhibitions and sales of regional and international influence.

4.4 Insist on quality first, to ensure the harmonious development of the environment and society

The first step in the implementation of the brand strategy is to improve the quality of enterprises, the quality of the company's brand is the lifeline of development. At the same time, the protection of the environment and the health of employees is the long-term guarantee for the development of enterprises. The company through the improvement of ISO9001 quality management system, ISO14001 environmental management system and OHSAS18001 occupational health and safety system construction, to ensure that the company's products, the environment, the harmonious development of personnel.