The Chinese International Jewelry Exhibition recently held in Beijing attracted great interest explained by the wish of jewelers all over the world to approach the jewelry market of China. The success of any exhibition is inevitably linked to previous preparatory work, which in this case was performed by the Chinese Jewelry Industry Association. Its Vice President Sun Fenmin described the situation in the jewelry industry and on the market.
What kind of changes were there in the Chinese jewelry industry compared with the previous year?
The modern Chinese jewelry industry is developing at a rapid pace along with growing concentration of manufacturing facilities. At the same time jewelry companies and enterprises are swiftly growing in size. That is why all the jewelry market players are now in the process of reorganization. As an industry representative the Association sees its main task in taking advantage of favorable trends to help small enterprises drawing on the experience of large enterprises.
Someone would think there is some contradiction about it. However, this is not so. If such a large market as the Chinese one will not create several dozens of large enterprises it will be a very immature market. The severe price war, uncivilized conduct and other forms of extreme competition during the last few years require a thorough analysis. We are seeking to set as an example the style of work demonstrated by large companies whose brands make up the main share of the market, the high quality of their products and services and thus to regulate the market.
No doubt, the development and strengthening of such enterprises will require modernization and promotion of their brands, therefore, exhibitions are intended to create appropriate conditions. Nevertheless, the Chinese market with its vast space, national uniqueness and variety of demands requires the creation of small and medium-size enterprises which can take into account the local specificity.
The support of medium and small-size business is an important task and the activities of the Association and the exhibitions among other things are aimed at helping enterprises to find their appropriate place, thus promoting their sustainable and stable development and improving the industry.
What particular changes have been made in holding jewelry exhibitions in China this year?
The most inspiring and unexpected feature is the rise in business activity. Certainly, it is linked to the development of jewelry business in the world. But at the same time it is the logical result of the right choice of place for exhibitions and higher quality of services. The authority and recognition of the Chinese International Jewelry Exhibition have been growing along with its higher quality and more detailed content.
Canvassing of customers is at the center of our activities. Twice, at the beginning of this year and at the end of July, the Association sent invitations circulating about 300 thousand booklets all together. This allowed more customers to come to the exhibition. It is worth mentioning, that in order to attract even more customers a great number of scientific and business seminars and conferences were scheduled for the exhibition.
This year to improve the popularity of our exhibitions we offered electronic forms of registration having established cooperation with the Sina.com portal and actively encouraging Internet users to register in advance through the web. The organizers in their turn prepared nice gifts for such participants.
In what way are you going to develop and expand various possibilities of brands?
Elaboration of right tacks in industrial development is virtually the main task of the Association. Such a role motivates activity. In recent years, designer activities have been placed in the center of our attention, we have initiated a designers’ contest; we have also stimulated technological upgrading of the processing industry. With the intensification of the competition in the industry there was higher demand from enterprises for developing and strengthening brands. That is why the necessity to provide enterprises with good exhibition space has become more obvious.
The Chinese International Jewelry Exhibition has become a place for displaying jewelry brands, making deals and exchanging experience, a place widely recognized among business circles and customers. It is also a sphere into which the Association channels its efforts. Every year we buy literature on economics and management, organize educational courses because only by improving the knowledge of exhibition organizers, by broadening their outlook can we raise the prestige of the exhibition. I hope that the Chinese International Jewelry Exhibition will realize the dreams of a yet greater number of enterprises.”
Bin Zhang, Rough&Polished, from Beijing
