Case Study Of China Gems Laboratory Limited

Submitted By danielyee770908
Words: 1097
Pages: 5

Inbound The company has established its sole subsidiary company “China Gems Laboratory Limited” in 1996, which is operated by a qualified gemologist group specialized in the authentication and grading of diamond, coloured gemstones and jadeites, it helps to guarantee the quality of the Group’s product. Over 100,000 pieces of jewellery and gemstones are tested by the Labartory every year.


To enhance cost effectiveness and production efficiency, Luk Fook has production plant / its own jewellery processing plant in Panyu of over 350,000 sq ft, the plant attained ISO9001 Quality Management System-Requirement in 2008, and ISO 14001 Environmental Management System certification in 2009, for its international level quality assurance system and professionally recognised product quality standard. Moreover, “Good Standardizing Practice” Certificate was issued by Standardisation Administration of PRC with highest honour Grade AAAA, in recognition of the Group’s outstanding operations and production management systems of the group.


Finished product will be distributed to self-operated shops, licensed shops and corporate clients. The groups with over 1000 points of sales across Mainland China, Hong Kong, Macau, Singapore, the United State and Canada. As at 30 September 2012, Luk Fook in China has total retail store 934, in which 77 are self -operated stores and 857 are licensed stores. The China retail outlets will be continuous expand from 1st and 2nd tiers cities including Beijing, Shanghai and Guangzhou to 3rd and 4th tier cities.

Marketing and Sales

Luk Fook has via different marketing channels, e.g. promotion campaign, Customer Loyalty Programme, Beauty Contest Sponsorship, Exhibition & Roadshow and Media, such as TV, printed advertisement and online advertisement, etc. to promote that products and build up their image. To further align with corporate vision of “Brand of Hong Kong, Sparkling in the World”, and promote corporate image, the group has launched numerous marketing activities and publicity campaigns, actively taken part in various local and international jewellery design competitions and has clinched more than 150 awards over the years of its widely and professionally recognised products in order to building up corporate image and increasing awareness in global jewellery market. In additional, the group’s online trading ( or, allow manufacturer, wholesaler and retailer trade across the globe, the portal serves as an extra promotion and distribution channel for the Group. The group has successfully established a welcoming and warm-hearted brand image.

The Group is dedicated to providing professional advice and tailor-made Corporate Gift Services to its valuable customers ranging from gift brainstorming, designing, budgeting to manufacturing and packaging.


With motto “Exquisite Craftsmanship, Quality Services and Customers oriented”, the group is catering customers’ needs and provides quality services to their customers. Also, the group is implementing “Six Heartfelt Services” in six wholehearted steps: “Greeting”, “Listening”, “Caring”, “Helping”, “Advising” and “Follow up”, to provide customers with sincere and excellent service. Regional training centre has been set up in Beijing, Shanghai, Wuhan, and Panyu, respectively to provide staff and licensees training on product knowledge and sales technique, which enable them to provide professional advice to the customer and maintain their loyalty. The group also develop a multi-cultural sales team, including Pakistan, Nepalese etc. to offer excellent and warm hearted service to customers coming from different countries.

In order to provide all customers with unique diamonds, the Group has also installed laser cutting plotters in its retail outlets, which can engrave the unique certificate serial numbers, customer’s name or their favourite words on the