Royal Pacific Brand Culture - Case Study Example

Royal Décor Royal Pacific                                                   - Royal Pacific Brand Culture Brand Profile Northern Europe Maison deBourbon Dynasty (1589-1792) features the hat, shawl and a baton as representations of popular French high society at that time. These compose their favorite aristocratic accessories. Mr. Luxury-Décor is the most famous scepter manufacturers at the time. With his unique vision, exquisite technology, and dedicated focus on the spirit and nobility has been furnishing services for the royal family for as long as 300 years then. Until the 18th century, with the decline of the Maison de Bourbon dynasty and Napoleons Empire (into the capitalist society), jewelry gradually replaced the scepter, the former being more popular among the younger generation. Mr. Décor focused on providing aristocraty with exclusive custom jewelry services. Moreover, in Paris, France, theAvenue des Champs Elysees, and La Colonne Vendome & Place Vendome; and Fifth Avenue New York, Los Angeles; Rodeo Drive Street; and San Francisco Market Avenue opened several exclusive custom jewelry shops, and named after Mr. Swire a "Royal Décor" jewelry brand. Following Chinas accession to the WTO, the Royal Décor speeded up their marketing in the Asia-Pacific region, especially with the expansion of the Chinese mainland market. Currently, they have 63 Royal Décor jewelry shops. Growth Time Table In 1595, Mr luxury. ·Décor was the most famous producer of scepters In 1856, with the decline of the Maison de Bourbon dynasty, jewelry have gradually replaced the scepter. The Décor family experienced a crisis after 300 years of continual reign. In 1857, the younger Mr. Décor manufacturers shifted from being scepter to sword and jewelry manufacturers, to focus on the provision of jewelry for the nobility. They provided exclusive customized services for aristocracy. In 1873, the younger Mr. Décor, named his establishment the "Royal Décor" (Royal Pacific) jewelry brand. In 1886, the Royal Décor in Paris, France, the Avenue des Champs Elysees, and La Colonne Vendome & Place Vendome represent the expansion of the company from being an exclusive custom jewelry shop In 1902, the Royal Décor in the United States Fifth Avenue New York, Los Angeles Rodeo Drive Street has opened a number of exclusive custom jewelry shops. In 1967, the Royal Pacific marked the steady development of the jewelry industry in a global scale. In 1993, the Royal Décor International Group (Hong Kong) was established and began to expand Chinas jewelry market. In 1998, the Royal Décor jewelry retail business in China has developed rapidly In 2002, Shenzhen Royal Décor Industrial Co., Ltd. (wholly foreign-owned) was established In 2003, the brand joined the cooperative projects and started to build the brand at full speed In 2004, multi-brand, multi-channel business model saw the success of the formation of rapidly expanding domestic retail brands In 2006, was acknowledged by the Chinese jewelry jade jewelry trade association executive director. 2008, was recognized in Chinas jewelry industry as a well-known brand Corporate Culture Honesty: Honesty and trust are core to Royal Décors culture. Thanksgiving: The Royal Décor attitude of thanksgiving is a central principle or way of life. Intentions: To work hard; treat customers sincerely; provide the best service; be an attentive listener, and exude sincerity; show hospitality to our customers; listen to what would make our customers feel, satisfactied and happy; make our customers remember us . Respect: The establishment of mutual respect is a rule of thumb of the Royal Décor culture, with people who strive to be great and noble, working to experience the meaning of life. Cooperation: Cooperation is upheld through our structure of mutual support, cooperation and win-win culture in Royal Décor are among our norms. Sharing: A person of wisdom is greatest when he shares his wisdom to others. Only then can he share the the idea of power. Only in empowering people shall there be team growth. Innovation: Innovation is the old integration of new resources, innovation is the development of the Royal Décor soul, with the times is the best embodiment of innovation. Royal Décor Learning Festival: July 1 The learning outcomes and the results of six months effort. It is a culmination and a festival of sorts. Royal Décor Thanksgiving Day: Last Friday of November The last Friday of November is Thanksgiving Day International. Royal Décor sees this day as a day of particular importance to our partners, supporters, and consumers to whom we show our sincere appreciation and gratitude through various activities. Terminal Classic Royal Décor is still undergoing the development process, and constantly pursues progress. It has established acomprehensive training system, induction training, day-to-day jobs, skills training, management training, promotion, and strives to effectively hone staff potential. They strive to carry this out so that the professional skills of the staff are truly enhanced. This is expected to result in the increased overall quality of staff through learning, and innovation. This culture of learning is instilled among Royal Décor staff. Royal Décor sales staff manifest competence in their selling skills. They strive to understand profoundly the consumers psychology, going beyond the features of the product they offer. This effectively contributes to consumer buying behavior. Sales performance is achieved in milestones and breakthroughs through such selling competence. In Royal Décor, there are many stores which were rated "excellent counters", and whose managers have been accorded the title "Star Manager". Diamond Factory Without cut and polish, a diamond is like a pebble which does not receive the slightest attention. The Royal Décor goods are sourced directly from the DTC Diamond to obtain full control of the i original embryo. We have introduced the standardization of world-class diamond-cutting process of diamonds. The Thailand factory cuts every diamond, with craftsmen having high-level professional precision cutting and polishing skills. They produce beautiful diamonds, such that flame-like radiance is emanating from the pieces. Design Concept      France was designed to create romantic classic. Jewelry Royal Décors combination of romantic and modern French classical tune, simple, crisp style of creative, low-key flashy rendering that jewelry has a timeless quality. Brand through the course of a century, I believe, carries out and implements a people-centered jewelry design philosophy, the Royal Décor style jewelry classic works of art. It encompasses the romantic glory of people from all walks of life. Product Strategy According to the "wrong operation" the marketing philosophy of Royal Décor products include: Mainland China which accounts for about 40% of best-selling models; Royal Décor brand concept of paragraph (European style) which constitutes about 30%; Streamline shape rich in style (Korean style) composing about 30%. R & D Center The jewelry of China and the United States has been made possible through competent craftsmen of Royal Décor. After years of exploration and development, it now has a well-equipped design jewelry processing center, where hundreds of experienced technicians and R & D personnel, established a core technical design development team. The high-level R & D team was meant to support, design and use technology in their craft. It has now developed a "micro-wave set," "infinite set", "nano-set" of new technology industries and the related patent applications. Strong technical support and design thinking continue to allow breakthrough jewelry products that set the trend. Its exquisite production technology create perfect luxury diamond beauty. Production Center Royal Décors sophisticated technology production center, represents an international jewelry industrys most advanced manufacturing equipment and experienced professional skilled personnel. It has continuously introduced and absorbed the production of world-class jewelry processing concepts, technology, and machinery and equipment. Moreover, it has introduced Italian gold production process K , South Africas most advanced technology of diamond processing and jewelry production facilities in Europe and America. The Production center currently has more than 1,000 craftsmen for ODM; OLL provides a wide range of specialized services to customers through the production of jewelry craftsmen enforcement mode, inlaid stone, polishing, and electric payments. An example is the operation of a series of excellent standards, the birth of the United States Huan jewelry treasures. Wholesale Center Royal Décor Centers Main Diamond wholesale and manufacturing business is a fully integrated industry resource. It has allowed the formation of large-scale procurement and supply, and regularly collects all kinds of jewelry in France. It allows for the capturing of the latest trends in jewelry, and permits them to actively optimize product structure and product style. These make their jewelry popular at home and abroad, from where consumer data on jewelry preferences and trends have been gathered. Operations Management The company has adopted a new management philosophy to manage the implementation of computer remote real-time monitoring, real-time information of goods. Corporate headquarters through distribution center computer analysis of goods continue to provide timely replenishment. On the eve of the opening, the company appoints a senior trainer for the enhancement of the skills of front-line staff. They share their expertise and professional quality of training, to allow staff to provide customers with standard services; opening every year for two members of the business to enhance training and sales performance. Manager accountability is also emphasized. The manager is responsible for day-to-day management of the store and furnishing summary information from manager to regional manager; from the regional manager to the higher ups; in an appropriate reporting hierarchy. Excellent Team Royal Décor has always been dedicated to build a learning organization and one which cultivates one heart and one mind. It is determined to forge ahead its marketing team, establishing a model for the industry, and adhering to its "excellent jeweler" target. After years of exploration and development, Royal Décor has formed a high-quality team of excellent practitioners, manifesting outstanding leadership in the group. Under such leadership spawned brilliant performance. Its manpower is composed of experts in the field, professional managers team with scientific, professional management skills; mature, professional market operators; perfect after-sales service staff of integrity. All of them have allowed for international professional management of the Royal Décor, in its success in building a jewelry brand for the royal family. Diamond Palace (France), derived from the French royal palace its architectural features; dark brown, light brown and white striped rugs; exquisite bronze package side window to display the many treasures; orange-yellow light against the background of the magnificent palace of diamonds. Many in France forget where the royal family of nobility hails. (China) follows the design of the French classical style, with a two-tone brown color-base. The quality of life portrays the French aristocracy; the permeability of the large glass window as the Royal Décor window is a hallmark of luxury art jewelry display. It epitomizes the performance of the distinguished charm jewelry. Decorative painting are an important element in stores, and allows for better brand performance of the Royal Pacific brand. It allows consumers to experience classical and romantic French. China market Since entering the China market, Royal Decor has penetratedinto and expanded to all parts of the country having more than 50 sales outlets, including Zhongxing Shenyang Commercial Building, Shenyang West Department Store, Hangzhou buildings Yintai Hangzhou, Hangzhou Department Store, Central Mall, Nanjing, Suzhou Peoples Square and other important stores which are among the highest in Chinas domestic terminal management experience. These connote maturity of this business entity. Global Markets From glamorous Paris, Royal Décor comes through time and space. It has brought its unique art jewelry from the French culture into China, effectively creating a romantic jewelry empire. Media Reports (Photo) Looking Into the Future After years of market operation and development, Royal Décor has gradually formed a "base rooted in the Jiangsu and Zhejiang, covering the whole country," the large and perfect marketing network, which has witnessed every step of the Royal Pacifics brand strength and popularity among consumers. In order to meet the challenges ahead, Royal Décor will positively face the trends of contemporary times. To these challenges, they will ensure to adapt and adjust through the optimization of their management system, using scientific management methods and business models, and implementation of computer remote monitoring. Moreover, they will have real-time data on market trends as well as local information to improve the shops goods structure, the overall quality of the shop staff, and their services. Gradually, they will migrate towards a more scientific, more modern management system, to effectively enhance the overall operations, brand development towards providing customers with better products and services. Read More