A well-known brand in the silver jewelry industry, it began in 1998, positioned in the high-end silver jewelry market, and is committed to integrating traditional culture into modern fashion elements to independently design sterling silver jewelry processing enterprises
The founder of the old silversmith has always been obsessed with traditional Chinese culture, and every time he stands in front of an ancient building to experience the classics, he can always find the throbbing of his soul and burst out of infinite creative inspiration. By chance, they found that "silver", a rare metal that has accompanied the history of mankind for more than 4,000 years, it is an ancient miracle, because of its own special texture, so that many patterns, many seals are remembered to preserve, it exudes a faint and subtle and elite lasting charming light, so that the founder's enthusiasm, that persistence found the most suitable form of expression. For their dreams, in order to find a new stage for the interpretation of traditional Chinese culture, and for the advent of more and better personalized silver jewelry, they resolutely gave up their positions as designers, and in the spring of 1998, they established a personalized silver jewelry processing factory based on independent design, and the old silversmith brand was born.
Hold on to your dreams
The establishment of the old silversmith in 2002, the establishment of the first direct store in Beijing in 2003, and the operation of more than 300 chain stores in more than 20 provinces and cities across the country by the middle of 2009, so that the old silversmith has continued to develop with the support of consumers and enthusiastic dealers, and has become a leading brand of silver jewelry in China. The old silversmith has been committed to leading the new silver fashion trend, and will also adhere to the dream and enthusiasm that sublimates the traditional Chinese culture and makes the silver jewelry that has accompanied mankind for more than 4,000 years find a more brilliant stage.
Brand positioning
Brand grade: China's mid-to-high-end silver jewelry market
Brand role: ingenuity, inheritance and innovation, trustworthy silver jewelry expert
Brand target group: mature intellectual, confident and casual, Kochi white-collar women who love tradition and fashion
Brand vision
Traditional Chinese culture is the spiritual belief of Chinese people around the world, and it is the foundation that resonates with every descendant of the Chinese nation. Integrating traditional culture into modern fashion elements, so that the tradition can be inherited and carried forward, and it is more in line with the needs of people's current life. Fashionable and retro, classic and individual, the new interpretation of traditional culture will surely resonate with Chinese people around the world, and the "Old Silversmith" brand is bound to become the first brand of silver jewelry in the world for Chinese.
Business model
The old silversmith shares product quality, corporate brand and management skills with investors to help reduce operating losses, reduce investment risks, and improve the probability of investment success. With the Beijing headquarters as the core and the marketing model based on chain franchise, it adopts four forms: "shopping mall counters, shop-in-shops, round-the-island stores and specialty stores". The headquarters is responsible for the design, production, logistics and overall brand management of jewelry (commodities, prices, sales methods, operation management, publicity and promotion, etc.), and the franchise rights of authorized franchisees within the specified scope. The franchise store operates in accordance with the methods and methods determined by the headquarters and obtains the expected income.
Franchise store is also an independent legal person, in accordance with the principle of organizational division of labor, the headquarters is responsible for business strategy, planning, commodity and service development, etc., to provide a full set of business technology for franchisees, and through irregular training, with relevant investigations, to develop an effective strategic development plan, the use of unified and effective publicity and promotion, etc., to help franchisees jointly obtain greater economic benefits. Franchisees, on the other hand, can acquire business know-how in a short period of time with less investment, and concentrate on the management and customer service of chain stores, creating greater economic effects.
