JNA Awards 2012 Jewellery Industry Best Practices

31 JNA AWARDS 2012 Industry trendsetter Chow Tai Fook, with its immense reach and strong presence in the Greater China market, has always been viewed as a trendsetter in the business. The company plans to open approximately 200 POS annually, and aims to have 2,000 POS by the end of the 2014 financial year. In the next few years, Chow Tai Fook will further move inland and into lower-tier cities by opening additional self-operated and franchised POS. “We were pioneers in Mainland China’s jewellery market some 30 years ago. Since the opening of our first shop in Beijing in 1998, we have been working hard to establish our footprint nationwide, spanning Tier I to Tier IV cities strategically. The significant difference between now and then is the size of our business and the depth of our network. Nowadays, we have the most extensive retail network in the Greater China region with over 1,600 POS,” the company said. Trusted brand Chow Tai Fook’s unwavering commitment to brand integrity has made it one of the most iconic brands in Greater China. “With over 80 years of heritage and our corporate values of ‘sincerity • eternity,’ our customers’ trust in our brand has stood the test of time,” the company said. “We were one of the first jewellers in Hong Kong and Macau to launch 999.9 gold jewellery products in 1956. In 1990, we introduced the fixed price policy ( 一口價 ) that increased pricing transparency and greatly improved the customer shopping experience as it removed the need for extensive price negotiations, which was customary at that time.” According to an independent survey on jewellery brands in Mainland China by Bain & Company in November 2010, Chow Tai Fook was ranked alongside Tiffany and Cartier as the “Top Three Brands Most Likely to be Purchased in 2010.” In addition, according to the 2011 and 2012 reports by Frost & Sullivan, the “CHOW TAI FOOK” ( 周大福 ) brand ranked No.1 in jewellery brand awareness in Mainland China, Hong Kong and Macau. “We believe these rankings are testaments to our brand’s iconic position and market leadership,” the jewellery giant said. Business and society Chow Tai Fook puts integrity at the centre of its business operations. Its subsidiary, CTF Diamond Trading Co Ltd is a member of the Responsible Jewellery Council, an international not-for-profit organisation that advances responsible business practices throughout the diamond and gold jewellery supply chain. DTC Sightholders Zlotowski’s Diamond Cutting Works (Proprietary) Ltd and Chow Tai Fook Jewellery Co Ltd, also Kent Wong, managing director of Chow Tai Fook Jewellery Group Limited Jewellery pieces by Chow Tai Fook