Ten years ago, Liu Chong Bin money out of the first session of the China branded jewelery design competition, the heart is not very bottom. At that time, China's jewelry industry is still far from the "design", basically at "the world is a big copy jewelry, watch you will not copy copy" of the state, only a handful of original designs.
Decade, jewelery industry after China consumers much change: young people before marriage are in the selection of diamond rings, 30, 40 or 50 minutes seems to determine the future happiness; gold prices jumped up, but gold sales but the situation is excellent; platinum is no longer so popular these days, K gold, rose gold emerged as a new fashion. And most importantly, no matter what kind of jewelry hot, "design" has gradually become the primary factor in consumer purchase. Today, no design strength of the brand is no market persuasive.
Recall that decision himself a decade ago, Liu Chong Bin very fortunate that he step ahead.
From manufacturing to design
2004, European jewelry popular "restructuring" concept, which uses a variety of materials such as gold, platinum, stainless steel, silver and titanium, etc. restructuring and design, even in order to meet the design requirements and enable various original has been abandoned materials. When a retail price of 40 pounds of titanium men rings popular in the European market, the Chinese jewelry industry is still in focus and focus on manufacturing rather than design.
"China's jewelry industry is also relying on a large-scale jewelry manufacturing products developed, within a certain time to focus on the 'manufacturing' is also inevitable that this trend from 2000 to 2004 was particularly evident." . According to "China Jewels" in 2004 the second phase of the report: "At that time, jewelry retail companies are manufacturing companies to buy version, that is subject to the factory style can imagine, there are a lot of jewelry sold on the market are from the same manufacturing plant The 'version', concentrated in the Pearl River Delta manufacturing plant in control of national jewelry jewelry design, style monotonous and repetitive. "
However, the market will not wait for Chinese design a bit. It is in these years, the Chinese economy has grown by double-digit growth, consumption growth picked up the pace. According to the Commerce Department report showed that in 2004 China has become the world's largest platinum consumer, when China's platinum consumption in excess of the world's platinum production in half; same year, China is the world's fourth largest gold consuming country and the world's largest jade and emerald consumer market. 2003 and 2004, China's gold and jewelry sales were up by 11.7 percent and 27.5 percent.
With the expansion of the scale of the industry, China jewelry processing enterprises have developed rapidly, enterprise scale, jewelery manufacturing process has been improved, and the fierce competition makes the cost of doing business is also increasing. Swatch, Gucci, FolliFollie so well-known jewelry brand gradually into the Chinese market, to the Chinese mainland exert more pressure on the jewelry industry.
Precisely in order to reverse the passive situation, some far-sighted domestic jewelry enterprises began to try out for the enterprise manufacturing problems brought rave Acer CEO Liu Chong Bin did, no longer satisfied to be a pure retailer, but started to engage in the field of jewelry manufacturing in the design process to seek a breakthrough. In 1998, Liu Chong Bin to find a "Chinese Gem" magazine, and was going to hold jewelry design magazine Grand Prix leadership coincide. Through the Grand Prix, there are many good original design and design talent surfaced, with the influx of Acer Grand Prix, the development of a number of new jewelry designs.
After that, more jewelry is no longer confined jewelry manufacturing company, gradually changed the style homogenization of the situation. More people are concerned about the original design, the gradual creation of institutions of professional jewelry design courses such as Chinese Geology University established a jewelry College, Beijing Institute of Clothing Design jewelry, etc.; enterprises have also begun recruiting design talent, tidal Acer established the design department and paid invited designers from Hong Kong.
China Taste
2000, tasted the sweetness of Liu Chong Bin is willing to once again naming the second China Jewelry Design Contest. This time his thoughts more clearly: the Chinese main elements of the original design.
Peony, Phoenix, Zhu-mei, drums, etc. These elements are used in Chinese jewelry design, making jewelry design more original, with Chinese flavor. "The whole world people are learning Chinese, Confucius, then more and more international," as SHE's song "Chinese" in the singing, China's jewelry design is "the more the nation, the more of the world."
Acer tide on this basis, and gradually formed its own unique style and characteristics, especially in K gold jewelry, diamond studded jewelry, colored stones inlaid jewelry design and production, and to fashion and unique oriental charm known. March 2006, in Basel, Switzerland at the World's top jewelry exhibition, a lecture entitled Purple East to Eastern jewelry show, the tide Acer onto the world stage, this is the first time in history the Basel exhibition dedicated to a jewelry business jewelry show organized, scheduled 40 minutes of activity extended to two hours, China's first international jewelry original concern. Elements of the market for Chinese products, the reaction is also very good, according to Acer vice president Cai Zhonghua introduced, there was a lady once bought a dozen of Northeast tide Acer's flagship product, "Phoenix Shadow" series, as a gift to send to friends.
This "China wind" has continued down the end of 2007, the fifth of jewelery design competition is still "oriental flavor" as the subject collected works. Prize "beautiful" is to be designed as peony flower pendant, other works are also filled with wishful, mandarin duck, lotus, plum, etc., such as diamond group, "Lin language wish", produced a multi-tiered lotus, and use micro-inserts technology in the lotus petals inlaid nearly 500 diamonds, is entirely handmade.
Moreover, after years of interpretation, Chinese design elements are no longer just stay in the figurative simple replication, the previous design more simply copying traditional patterns, such as directly to the gourd-shaped pendant is designed to deal with rather than through any abstract, so simple The copy is difficult to transmit cultural connotations.
In fact, the design of cultural elements has gone beyond borders. Not be difficult to find the design of big foreign Chinese dragon and phoenix, discovered Egyptian scarabs and hieroglyphs and amber from Iran, but they have undergone evolution, such as using a stainless steel wire to string together, or use K gold bezel setting up and designing new packaging after people have feelings. Chinese Zodiac in foreign countries is also very popular these days, there is to design a cartoon zodiac K gold pendant, by European and American people as amulets.
These are abstract elements and evolution of China is more stylish, and more global. Such as the works of the fifth contest, "the door of the show," draws on ancient ladylike collar from "breasted" abstract out a bracelet to express subtle and accurate.
Jewelry designer burro XIA Ji Yao said: "I'm going through modern luxury jewelry design to capture five thousand years of Chinese art and culture, charm and essence." Foreign designers so, will urge the domestic jewelry designer The Chinese have been more original designs of "taste."
Over the past decade, from father to today's Liu Chong Bin, operating tidal Acer think the first thing is not how to make a product, but how to do business. Business has done very skilled for their father, while doing business, is Liu Chong Bin give yourself the challenge, the challenge with excitement and passion for the enterprise from a simple name, but let's spread the name, especially as a jewelry Symbol spread, Liu Chong Bin really under a lot of pains.
In the jewelry industry, one comes to Liu Chong Bin, and many colleagues thought he was "crazy", "crazy", because many of his decisions and reform movements, both in terms of other people at the time incomprehensible, such as tidal Acer took the lead in the domestic The mall opened shop shop shop; tidal Acer ahead of the world's most expensive to use SAP's ERP software system; boldly in a year can be 2 to 3 times radical organizational restructuring; models in the domestic industry in general to plagiarism mainly when, in the jewelry industry in general to westernized style-based environment, first proposed oriental original jewelry's call, held the first, second, fourth of China Jewelry Design Competition ...... these are tidal Acer long-term strategic vision and policy makers boldness, the interpretation of the wave of Acer's unique culture and talent integration capabilities, tidal Acer achieve customer expectations and brand development path to achieve perfect results time and time again bloom.
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