Interview With Shen Dongjun, Founder Of Psychic Jewelry

　　 Wang's "Coronation"

DVF brand founder Diane von Furstenberg, former US ambassador to Belgium Sam Fox, Owen Berlin (American composer, pop music writer) family members, descendants of the last batch of Red Star airline passengers...... International dignitaries, business celebrities and domestic and foreign media reporters were all present.

The atmosphere was not as loud as the previous magnesium lamps gathered. Occasionally, a few people on the red carpet walked past, with their heads down and their faces in a hurry. The scene was enveloped in an invisible tension, slightly dignified. It was all because of a visit from a heavy guest.

Belgium's national day July 21, 2013 is also a day for Belgium to "bid farewell to the old and welcome the new". Albert S, the old king, formally abdicated. His son, Philip, 53, then succeeded to the throne.

More than two months later, the Belgian seventh King visited Antwerp for the first time. In addition to attending the opening ceremony, King Philip will have an old friend of his own, Shen Dong Jun, President of Tongling jewelry.

As early as 2009, the Chinese government headed by Xi Jinping, then vice president of the state, visited Belgium. At that time, the crown prince Philip had given a 2 karat new blue diamond flame to the Chinese government as a gift to the Chinese government and congratulated the new China on its 60th anniversary birthday. Shen Dong Jun was invited to attend the diplomatic activities at that time.

　　 This is the beginning.

On May 17, 2011, at the opening ceremony of the MAS Museum on behalf of Belgian art and port culture, Shen Dong Jun was interviewed by the old king for his excellent performance in Belgian diamond culture promotion. More than two years later, he will become the first international jeweler to receive the coronation of King Philip.

On the route of the king and queen, the guards undid the camera lens of a Chinese journalist, and the scene became quieter after a riot.

It seems that this sudden little episode interrupts the way of thinking, and Shen Dong's eyebrows are slightly frown, but then he returns to his signboard smile.

As early as six months ago, Shen Dong Jun received an official invitation from Belgium, the opening ceremony of the Red Star route Museum in September 27th. He became the first international jeweler to receive the coronation of King Philip.

At the same time, channeling jewelry also brought two new products in the world: one is the "Antwerp star" series, which is dedicated to commemorate the opening of the museum. The first one is forever preserved by the museum, and the other is the "MY QUEEN" series issued by the king Philip and queen Mathilde.

Shen Dong Jun attaches great importance to the publication of the "MY QUEEN" series. He even regards it as the second journey of his brand overseas expansion after the five consecutive year of becoming a jewellery dedicated to the Berlin Film Festival, which will further deepen the luxury of the noble and royal family of chanting jewellery.

Cartire, the world's first luxury brand of jewelry and watches, is endowed with special luxury images for its brand by virtue of the legend of royalty and celebrities. Everyone knows that words like "first" and "first" are of great significance in media dissemination.

In the Sino diamond trade and cultural exchange, Antwerp governor Begati and Shen Dong Jun were old friends for many years. In an interview with reporters, she praised Shen Dong Jun for his diplomatic remarks. "He has made a great contribution to promoting Belgian diamond culture in China."

{page_break}

For Berlin, Belgium, the diamond capital, Antwerp's dignitaries and celebrities, this ambitious and energetic Chinese jewelers embody some kind of mixed personal charm, which is both amiable and difficult, generous and stubborn.

"He has vision, energy and intelligence, and his mind is spinning fast." Tang Na, a famous European photographer, said. The native New Yorker is tired of European slow and conformist temper. Shen Dongjun from another "new world" is very much to his taste. The two became friends soon after they met.

"He never gives up, and he probably gets what he wants." Shen, another friend in Europe, told reporters.

A couple of weeks ago, at two o'clock in the morning, Shen Dongjun made a piece of thought about "want and must" in the WeChat group of the psychic high level, "winning the battle terminal": "success depends on what you want, or if you want it; if you just want it, you may not get anything; if it is necessary, there must be some way to get it."

His "must" is to send his own spirit jewelry to the "international" and "high-end" brand high-speed road.

"He has been very successful. If there is any suggestion, I think he needs more patience. " Dr. Liu Houxiang, President of HRD China, who met with Shen Dong Jun for 15 years, said.

HRD, the full name Belgian diamond high-level Council, is a management organization and media spokesman for the Belgian diamond industry. At the same time, it is also one of the world's most authoritative diamond testing, research and certification agencies.

As a win win side, HRD is also pleased to push the image and charming Chinese jewelry merchant to Belgium's upper class social arena. On October 31st, at the 2013 HRD Awards Diamond Design Competition Award presentation ceremony, Shen Dong Jun also promoted the first person of the "Belgium high-quality cut diamond China" issued by the Antwerp provincial government.

　　 The legend of intruders

"Richard Shen is a legend."

In the presence of Shen Dong Jun, his business partners in Berlin, Bordeaux and Antwerp will tell reporters that they are more or less polite and flattery.

Together with the invitation to the opening ceremony of the Red Star route Museum in September 27th, there was also an important figure associated with the chanting jewellery brand, Dieter Kosslic, chairman of the Berlin Film Festival.

Kosslic, who had just arrived from Berlin, was slightly tired and interviewed by reporters. He hurried to buy the "blacksuite" needed for the ceremony. Accompanied by Ms. Dagmar, the film festival Ambassador responsible for business operations.

She also has an important task to discuss with Shen Dong Jun about the details of cooperation in 2014. After a few months' opening of the 2014 Berlin Film Festival, chanting jewellery will become a sponsor of the film festival. This means that Chanling will have more brand presentation and media exposure.

In 2008, Ms. Da Ma received an e-mail from China. She used the word "surprise" to describe the mood at that time. A company named Tongling jewelry expressed its intention to cooperate with the Berlin Film Festival two.

Since 1982, Chinese directors and film production companies have come to the conclusion of the Berlin Film Festival. Sponsorship level cooperation is the first ever. "Surprised, but our mindset is very open."

Soon, she and Shen Dongjun team met in Berlin for the first time.

Shen explained his motive: "our capital, products and design have been internationalized. What I can think of is to make international stars wear on important occasions and compete with international brands. What is the famous international fashion festival? Undoubtedly, it is the International Film Festival.

In the international luxury industry, it is a common practice to choose cooperation with film festivals. The Cannes Film Festival is sponsored by "Chopin", and Tiffany has been working with the Oscar Film Festival.

In 2009, Tongling jewelry became a dedicated jeweler of the Berlin Film Festival. After that, it continued for 5 years.

{page_break}

Wang Wenhai, a Chinese who has lived in Berlin for more than 20 years, was appointed by the Berlin Film Festival Organizing Committee and became a collaborator of Shen Dong Jun. Remembering the scene of 2009, he began to laugh.

"He (Shen Dongjun), wearing a thick down jacket and carrying a camera, is completely like a photojournalist. Seeing the star walking on the red carpet, he rushed forward and rushed into the line. All the photographers on the border are wondering: who are these people and how can they get to such a forward position? How dare they rush to the red line?

In the eyes of Kosslic, chairman of the film festival, Shen is a "charming and enterpriser" Chinese businessman. When asked by reporters, is there any difference and conflict between the idea and action of a "new world" collaborator like this?

"Everything is done according to the contract signed by both of us." Kosslic's answer is unflawed: "you see, we have been working happily for 5 years, so channeling must get what they want."

"The most important thing is to communicate, understand what the expectations of the partners are, and try to meet the requirements of the other party; if it can not be achieved, see if there are other ways to satisfy them; if not, see if there are other ways to reach agreement." After repeated questioning by reporters, Dagmar, a strict and pragmatic German, replied.

The enthusiasm and pursuit of Western luxury brands is the general psychology of Asian people. The economy is flying faster than China's Japan, Korea and Singapore.

In 2006, EDT, the world's largest diamond cutting Trade Organization, became an important investor in channeling jewellery. In this way, the "international" gene is injected into the brand of Chanling jewelry.

"China's luxury goods market It is a thorough global competition. If we want to go global in the spirit of jewellery, it is from Cartire and Tiffany. Professor Shen Dongjun, who was reading EMBA at Hong Kong University Science & Technology, said Professor

Nowadays, Tongling and Zhang Ziyi, China's most internationally known film star, have become "strategic partners". In the past two years, she wore jewellery and jewellery to various events including the Cannes Film Festival. It is said that whenever attending major activities at home and abroad, she will "consult" "good friends" Shen Dongjun for his staff red carpet.

Shen Dongjun believes that there is a misunderstanding about the so-called "internationalization" in China. "They think internationalization is the internationalization of sales channels. In fact, the most important thing is the internationalization of resource allocation.

"We have already realized the globalization of resource allocation: the design of Italy, the diamond cutting of Belgium, the cooperation of film festivals and stars are all international. Moreover, our capital is also internationalized.

The Chinese jeweller who broke into the red carpet did not conceal his ambition.

He once pointed to the interview of a female journalist, and said, "when the psychic jewellery becomes an international luxury brand that has more cattle than Cartire, you can tell your daughter: This is the note that your mother made when he interviewed the founder of the psychic jewelry, so you can collect the book for the next generation."

"For the next generation of treasures" -- it is Shen Dong Jun. tesiro Advertising words designed in strategic transformation.

　　 The great Gatsby

Every great Gatsby had ever loved a girl named daisy.

At the age of 20, Shen Dong Jun was disappointed in love.

When he first started work, he met a beautiful girl. The two fell into love very quickly, which is a pair of "talented women" in public eyes.

Soon, someone told him that he saw the girl with other men. Shen Dong Jun did not believe it because he was not an opponent of his rival in terms of height, appearance and talent. Finally, one day, the girl showcase him: she likes him very much, but she wants to marry another man.

The winning party declared everywhere: "it's money that makes me more attractive than Shen Dong Jun."

"From that day on, I made up my mind to earn a lot of money." He then waved and showed that it was all over. But when I read the name of my first lover, he had some glint in his eyes.

Shen Dong Jun, a 44 year old Scorpio, is not easy to forget about injuries. According to psychic executives, he often told this story at the company's internal meeting to encourage himself and his employees.

{page_break}

In the early 90s, he entered the travel agency of Nanjing airlines. At that time, state-owned enterprises began to try to do some internal reform of "liberating and enlivening". Shen Dong Jun contracted the travel agency and became the general manager. He earned the first pot of gold through organizing tours and ticketing, which became the starting capital for his later entry into the jewelry industry.

At this time, he was twenty in his early years and was deeply respected by the head of the head office. However, there is no restless heart in the state-owned enterprises. In 1997, Shen Dong Jun, 29, decided to go to sea.

The first attempt to start a business is to open Kodak printing shop. All day long, he kept a small shop waiting for the guests to come to the door, earning 20 Fen of a photo, which could not satisfy his desire to make a great career. After finishing the decoration and training, he finally opened the shop. In less than two months, he turned around and sold the shop.

The greatest achievement of this experience is to Shen Dong Jun's enlightenment education on brand. "One is the strength of the brand; the two is the standardized franchise chain business mode. This gave me a lot of inspiration for my later venture. "

Suddenly, he became a man without a flat, without a job and without a business card. In 90s, this is a terrible thing. In looking for a new direction for his career, Shen Dong Jun passed a "cooking man" day: riding a bicycle on his bicycle every day, driving his newly married wife to work, walking through the streets and alleys of the ancient city, and then going home to buy food and cooking, standing on the balcony and waiting for his wife to come back.

"This may be the time when she feels the happiest and most satisfied with me." He began to laugh.

In the Tongling company, Mrs. Shen was called "Miss Ma". Miss Ma, whose ancestral home is Tengchong, Yunnan, has always been in Jadeite business. His father, Ma Chongren, graduated from geology after liberation. He worked in geological research for more than 20 years and served as vice president of jade branch of China Gem and Jade Association.

In the middle of 80s, Ma Chongren went to sea to do business. He worked in Emerald business in Burma and Yunnan, and established his own firm. Decades of geological experience made him familiar with emerald. Any piece of jadeite wool, as long as he holds it in his hand, weighs the amount of green and green. People call "Jade King".

In the Sino Burmese border, jadeite trading is carried out in the form of "gambling stone". Almost every day, there are tragedies and tragedies on the night. Over the past more than 20 years, a lot of legend about Mr. Ma Lao's "gambling stone" has been circulating in this industry. His research and judgement on jadeite has made many people's wealth and changed the pattern of China's Jadeite market.

I often heard my father-in-law talk about the jewelry story of China and Burma, and Shen Dong Jun sprouted the idea of entering the jewelry industry. At that time, his wife, Ma Jun, followed Mr. Ma Lao to learn how to make jade business. Shen Dong Jun consulted with him, and the two men hit it off.

In 1997, the first store of Tongling jewelry was opened on the 7 floor of Tianan mansion, 255 Hunan Road, Nanjing. Because of the high rent of the store and the inevitable move, Shen Dong Jun has become the first person in the Sales Office of China.

At the end of the 90s, people who had just got rich had consumer demand for jewellery and jewelry. At that time, people went shopping to buy jewellery and gold jewelry, and prices were generally high. With Mr. Ma's connections and resources, Shen Dongjun knows the source and price of jewelry. He thought very simply, "since you sell so much, I'll sell it cheaper."

He launched a ferocious price war in Nanjing, and published a slogan in the newspaper that "prices should go down to the end".

In order to win the trust of consumers, he adopted two strategies: fake one penalty ten, seven days return. Consumers are encouraged to go to jewelry inspection institutions to test themselves.

Soon, there was a sensation of queuing up for diamonds in the Tianan mansion. Not only in the whole Jiangsu area, but also in Shanghai, some people came to buy diamonds by train. At that time, the use of credit cards was not widespread. Customers paid cash in diamonds and emeralds. Every night closing accounts, the drawer full of cash.

"Count your money and have fun." Remembering the past, the lady in the southern hemisphere laughed at the telephone. At that time, she and Ma Jun's wife were in charge of finance.

The price war launched by Shen Dong Jun triggered the concern and coverage of CCTV, and channelling began to gain popularity.

　　 Business School Case

　　 "What is the nature of diamonds?"

{page_break}

From 2001 onwards, this problem continues. Shen Dong Jun The mind lingers.

Business is still very good, but he always feels unhappy. "I admit that some people in the market want to buy cheap goods. But I think it's not cheap to be cheap. "

In 2002, Belgium's diamond cutting trader EDT (Eurostar Diamond Traders) set up an office in Shanghai. EDT is the largest international diamond processing trade company in the world, and also the supplier of most of the world's top jewelry brands. They also took a fancy to the Chinese market. However, their prices are more than 10% higher than that of India cut diamonds on the market.

Shen Dong Jun saw the diamonds of EDT and compared with India diamonds on the market.

EDT Jiang Jie, a representative of China, hit his heart. "He said to me," it's a lifelong shame for a man to buy diamonds, and if he can compare himself with a good diamond one day, he will be particularly ashamed. " Therefore, if we want to make a diamond business, we must provide real good diamonds to consumers.

Shen Dong Jun decided to abandon the routine of price war and turn to win by "value".

According to the international standards of jewelry industry, the quality and value of a diamond depends on 4 C, namely cutting, color, cleanliness and weight. At that time, the diamond identification certificate issued by China did not even have a criterion for cutting. The jewelry market is also in chaos. Jewelers sell diamonds only for clarity, weight and color. Consumers buy diamonds, and they only look at 3C.

There are 4 diamond cutting centers in the world: Antwerp in Belgium, Mumbai in India, Tel Aviv in Israel and New York in the United States. Among them, the oldest in Antwerp, its cut is recognized as the best in the world.

Shen Dong Jun subsequently launched a new marketing slogan: "chanting jewellery - Belgium cut diamond", positioning all products in the direction of quality, telling others that our cut is the best.