With a brand value of 19.877 billion yuan, Mengjinyuan was awarded the title of "Top 500 Chinese Brands in 2024"
2024-08-13
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From August 7th to 10th, the 2024 18th China Brand Festival with the theme of "New Quality and Breakthrough" was held in Guangzhou. Relying on its brand strength and good reputation in the industry, Mengjinyuan won the title of "Top 500 Chinese Brands in 2024" and ranked third in the gold jewelry industry.
This year's Brand Festival is themed "New Quality and Breakthrough". Through in-depth discussions on the connotation and extension of "new quality", namely, new elements in multiple dimensions such as technological innovation, model innovation, and cultural innovation, it helps brand companies gain insight into market trends and grasp future directions, so as to stand out in the global market and achieve a true "breakthrough". In the 30 years since its creation, Mengjinyuan has always been striving for excellence in quality, giving a unique and vivid interpretation to the feat of "breakthrough".
Technology leads the way in innovation,The industry's first "5G smart factory"The birth of
As a national brand in China's gold and jewelry industry, Mengjinyuan has long been committed to the research and development and innovative upgrading of products and technologies. It pioneered the patented "solderless welding" technology, which changed the practice of adding solder to gold jewelry processing, successfully raised the purity of jewelry to 999.99‰, and also promoted the product upgrade of the entire gold jewelry industry. In February 2021, Mengjinyuan started the construction of the digital workshop system for gold jewelry, and in June 2022, it signed a 5G smart park strategic cooperation agreement with China Mobile Communications Group Shandong Weifang Branch to jointly establish a "5G smart park". "5G+Industrial Internet" plays an irreplaceable and key role in promoting the digital economy to enter the fast lane. As a leading enterprise in the domestic gold and jewelry industry, Mengjinyuan actively responded to the country's call to empower traditional manufacturing with digital technology and promote the production transformation and upgrading of China's gold and jewelry industry. In 2023, Mengjinyuan Gold Jewelry Intelligent Manufacturing Center was fully put into use and successfully selected as the first "5G Smart Factory" in the domestic gold and jewelry processing industry certified by the Ministry of Industry and Information Technology.
In the Mengjinyuan 5G smart factory, there are a wide variety of smart devices. With the assistance of jewelry grabbing automatic flipping manipulators, automatic engraving machines, automatic butterfly chain machines, thin-walled gold tube automatic shrinking machines and chain loosening machines, the work efficiency of craftsmen can be maximized. The jewelry production process is more adapted to the current fast-paced consumption process, and the stability of product quality has also been greatly improved. It provides a strong guarantee for Mengjinyuan's breakthrough on the manufacturing side.
Intangible cultural heritage empowers design, creating a new Chinese style in multiple scenes
Mengjinyuan integrates traditional intangible cultural heritage and craftsmanship into the design of ancient gold jewelry with the Master Craftsmanship Gold Series, and inherits Chinese emotions from ancient times to the present. As early as the 1980s and 1990s, Mr. Wang Zhongshan, Chairman of Mengjinyuan Gold Jewelry Group Co., Ltd., became a disciple of Mr. Nan Zhigang, a Chinese arts and crafts master, and gradually mastered the "gold and silver fine craftsmanship". This skill not only inherits the southern style solid inlay engraving craftsmanship, but also integrates the northern style filigree craftsmanship, and includes traditional techniques such as filigree craftsmanship, engraving craftsmanship and inlay craftsmanship. We are committed to making Mengjinyuan innovate in inheritance and achieve breakthrough development with new quality.
In response to the needs of young consumer groups in different consumption scenarios, Mengjinyuan has developed three product lines, namely [Happy Events], [Auspicious Ancient Methods] and [Exquisite Small Ornaments], aiming to meet the diversified needs of consumers in terms of aesthetics and emotional expression. At the same time, the company actively expands cooperation with well-known IPs, launches cross-border joint products, continuously enriches product content, breaks through the limitations of traditional gold craftsmanship, and achieves product differentiation through innovative design, thereby enhancing the market competitiveness of products.
Optimize channels, upgrade products, innovate marketing,Enhance brand power
In 2023, according to the changes in the market environment, Mengjinyuan will change the traditional brand communication model, create a brand communication model that complements the online and offline matrices, create a private brand traffic matrix, and form a sales closed loop of product-brand-market-marketing-membership. On platforms where young people gather, we can accurately grasp the consumption psychology and preferences of young consumers, demonstrating the brand's keen insight into changes in market trends and its active response strategies. We have built a brand communication ecosystem on multiple platforms such as Xiaohongshu and Douyin to achieve precise exposure, and with a series of innovative online and offline marketing strategies, we have empowered marketing with warm content and deeply connected young consumer groups. On the Xiaohongshu platform, we have built a [celebrity + KOL + KOS] grass-planting model, and on the Douyin platform, we have used Douyin's local life tools to build the brand's own Douyin promotion ecosystem to divert traffic to stores in different regions. Offline, through interactive experiences such as national promotional activities, celebrity activities, and offline pop-up stores, we have successfully attracted widespread attention and heated discussions in key cities, bringing significant traffic exposure to the brand. Mengjinyuan's new brand matrix effectively empowers marketing activities, significantly improving the brand's awareness and reputation among young groups.
This award is the industry's recognition of Mengjinyuan's gold jewelry brand strength, service, and product quality. Mengjinyuan will always maintain its high pursuit of product quality, provide consumers with more high-quality services and products, and set a new benchmark for Chinese brands in the global market with its unremitting pursuit of gold product craftsmanship and quality, the guidance of technological innovation, and the deep integration of intangible cultural heritage, showing the unique charm of Chinese national jewelry brands to the world.
