Information ｜ Chaohongji Cai Zhonghua: The Beauty of Chonghuan oriental Jewelry

Recently, Chahongji has been ranked among the Fortune 500 Asian brands in 2022. As a fashion jewelry brand derived from the East, Chaohongji has always insisted on promoting the non -heritage filament technology and rejuvenating the beauty of Oriental Jewelry. Earlier, Cai Zhonghua, director of Guangdong Chahongji Industrial Co., Ltd. and general manager of Chahongji Jewelry, shared the brand development and concepts of Chahongji.

In 2004, Cai Zhonghua joined Chahongji and witnessed the growth of Chahongji from a small company that adhered to the original design to a listed company. Along with Chahongji for nearly two decades, he is the company's witness and witness.

As a Hong Kong person, Cai Zhonghua's family feelings have been interpreted and satisfied in the corporate strategy of Chahongji who adhere to the mission of promoting Oriental culture. And he has also become a typical sample for Hong Kong people to integrate into the Greater Bay Area.

Origin:

The more national, the more the world

At the end of the 1980s, Cai Zhonghua University graduated. After working in Hong Kong for more than a year, he came to the Mainland alone. "I have been to Shandong and I have been to Jiangsu. I found that China is too big!" For economic development potential, he secretly determined. "My future development place is in the Mainland!"

By chance, Cai Zhonghua met Liao Chuangbin, President of the Tide Hongji. Liao Chuangbin predicted the future direction of the entire jewelry industry to Cai Zhonghua, and depicts the development blueprint of Tide Hongji.

Cai Zhonghua still remembers that Liao Chuangbin had three major judgments eighteen years ago. The first is "the more ethnic groups, the more the world." Liao Chuangbin revealed that he has studied all high -end brands. From a global perspective, he has a very close connection in the nation.

Flower series products

Since the establishment of the brand, Chahongji has long focused on Eastern fashion, has a deep cultural heritage, and can well meet the consumer needs of young people. Especially in recent years, the "national tide style" has captured the joy of consumers with the design of Oriental aesthetics.

In 2019, Chaohongji and NENDO Sato have launched the launch of the market for the launch of the market. In the past two years, a series of ancient and present use of the "Jingci" and the four gentlemen "bamboo" inspired by the opera. The beauty of color is amazing, and it has become a unique market mark in the trendy group.

Tide Hongji "Jing Cui" series

Tide Hongji "Bamboo" series

Liao Chuangbin's second major prediction is that product power is the core soul of jewelry. In the wild era of the development of the jewelry industry in the early years, most people only paid attention to how to earn the first bucket of gold, and Liao Chuangbin had paid attention to the original design and considered how to achieve the long -term development of the brand. In 1999, Chahongji founded the third year, and Liao Chuangbin took out the profit of Chahongji for one year, and organized the China Jewelry and Jade Association to host the first jewelry design contest in China. Cai Zhonghua lamented that "this is a great ideal" and "very forward -looking." After 1999, Chahongji sponsored the second and fourth jewelry design contests to dig out excellent design talents from it to promote product innovation.

The third prediction is that more and more self -purchased demand will emerge. It is understood that the main consumer demand for jewelry comes from weddings, self -purchases and gifts. The biggest demand in the past was weddings. In recent years, with the rise of "her economy", the women's self -purchase market is showing a strong growth trend.

Liao Chuangbin's predicted research and judgment led Tide Hongji to open up a unique development path.

change:

From the channel to the king of the product as the king

There are differences in the global jewelry brands. High -end brands such as Cartier, Bulgari and Tiffany pay more attention to marketing and compete for the ability to "tell stories". Mainland and Hong Kong -based mid -to -high -end brands are dominated by channel expansion. Jewelry consumption pays attention to experience, consumers need to see the real thing to determine whether they match their own needs. By this characteristic, increase channel layout, and reach as much as possible to reach consumers, and become an important means for domestic brands to snatch the market share. If you look at the market share alone, the performance of the tide macro foundation is not prominent, but Cai Zhonghua analyzes that the brand pays more attention to balanced scale and influence. From the perspective of influence, the brand has been recognized by channels and consumers, which is very important.

Although the gold jewelry brand in China in recent years still rely on the franchise model to expand stores, the horse -raid circle is still its core strategy, but under the trigger of the epidemic, the online trend of the retail industry has accelerated, and the jewelry industry is no exception. The industry is no exception. Online channel operating income has increased significantly. In the future, online channels must be a place for soldiers.

Cai Zhonghua pointed out that the competition for online channels is showing a new situation. "The development of commercial industries to version 3.0 and 4.0 requires a reasonable combination, not the same." Therefore, in addition to considering brand reputation, channels prefer brands that have their own characteristics in the positioning field.

In other words, only by adhering to differentiated development can we form obvious brand segments in the future. For Tide Hongji, this is an opportunity to overtake a curve.

Cai Zhonghua revealed that Chahongji's brand tone has been affirmed by many online channels, so as to take a better position in one fell swoop.

In addition, the brand is still actively conducting digital transformation, promoting the innovative model of "one store, one cloud shop", promoting further integration of online and offline, and truly realizing unbounded retail.

He predicts that the development of the entire industry will mainly rely on product power and brand power in the future. "We have done a lot of social surveys and found that consumers should first look good when buying things, so whether products can cater to consumers' aesthetic vision are very important." And brand power, that is, the ability to "storytelling". Only by giving the brand unique value can the brand premium. This is also the main gap between the mainland and Hong Kong -owned brands and the international top jewelry brands.

future:

Definitely tell the Oriental Story

Tide Hongji has paid great attention to brand building since its establishment. As one of the "Yanjing Eight", the flower silk inlaid process is a near -lost Chinese royal jewelry royal skill. It was included in the national intangible cultural heritage in 2008. Chaohongji President Liao Chuangbin spent nearly 20 years. He established a museum and a flower silk inlaid studio to invite non -genetic inheritors to teach the mountains. In recent years, Chahongji has also launched a series of silk craft products, which has been welcomed by the market.

Flower Wind and Rain Bridge Series

Therefore, Chahongji will adhere to its own brand positioning for a long time, combined with modern people's aesthetic reshaping Oriental aesthetics. In the past 10 years, Chaohongji has released lottery jewelry every year. The new products of the year include traditional Chinese elements. Taking ancient objects as prototypes and combined with processes to make new design and creations. For example, this year's new product "Heart Lock" series is inspired by the ancient locks of Oriental traditional elements. The contour of the lock is full of flashes of flashing diamonds, which is rich in oriental charm.

New product "Heart Lock" series

In fact, whether in the East or the West, jewelry first served the royal family. Western jewelery high -end brands have made great efforts in this regard. Through official endorsements, legendary stories, and high -definition cooperation in the royal family, they are the first to expand their influence in the global high -end jewelry market. right.

In the context of the industry's overall channel as the king's product transformation, enterprises must achieve differentiated competition and build brand barriers through brand positioning, marketing planning, and product design.

Tracing the wisdom and mystery of traditional Chinese culture, perceive the young and fashionable pulse of generations, let the ancient civilization rejuvenate, and awaken the national culture of young people's blood in order to build a new generation of Oriental jewelry aesthetics. As the pioneer of it, Chahongji will always adhere to the mission of promoting oriental culture and "let traditional fashion new life."

Question: How will Chahongji's future layout in the Greater Bay Area market?

Cai Zhonghua: In the Greater Bay Area Market, consumers have preference for Hong Kong -style jewelry brands. Therefore, Tide Hongji chose to develop from Central China, East China, and North China in the earliest time. , Hunan, Sichuan, Chongqing, and Fujian market, in the end we will return to the Greater Bay Area.

Question: The cultivation of diamonds is emerging, and the tide Hongji also has a layout. How will it affect the price of diamond products in the future?

Cai Zhonghua: The product pricing of diamonds is about one -third to one -half of natural diamonds. Because the working consumption of the processing link is unchanged, the price difference between small diamonds is small, and the large price difference is larger. The space for the decline in future costs may appear in the cultivation of diamonds. For example, the current technology can support 4 diamonds at the same time, and the number of technology innovation can increase to 8 or 12 in the future.

Question: As a successful Hong Kong person in the Mainland, what do you have to share with young people and entrepreneurs who are interested in developing in the Greater Bay Area?

Cai Zhonghua: The first step is to go out of Hong Kong. Go to see the Greater Bay Area and see the great mountains and mountains outside the Greater Bay Area.Communicate with the mainland people and integrate into mainland society.The population of the Greater Bay Area is large enough to support the development of many industries and influence to radiate the country and even the world.In recent years, in order to support Hong Kong youth employment and entrepreneurship in the city of the Greater Bay Area, the Mainland government has introduced many preferential policies. Everyone must seize this opportunity.Written article | Huang Xiaoyun

※ This article is corporate information, which does not represent the point of view.

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