Today, the city's downtown district and you see wearing a Tiffany necklace, Cartier and Van Cleef & Arpels bracelet ring of fashionable men and women. Data indicate that the top 20 of the top jewelry brands have all landed in China market. The next 5 years, China will become the top international jewelry brand, "the main battlefield." However, when approaching this beacon, the vast majority of local fine jewelry brand still like the infant child, crawling. As a senior leader of one of the jewelry industry, the Shenzhen High TTF President Mr. Wu Fenghua jewelry brand recently accepted an exclusive interview with this newspaper, told reporters that China's domestic brands in order to fine jewelry in this upcoming "bloody" in the tight encirclement, must find their own cultural totem.

Q: What is the meaning of the cultural totem?

Nov: a house now called the Chinese real estate, lived 70 years or 70 years not to sell; and before the house is not called the real estate, called Zhaizi. Zhaizi there are tablets, with the names of ancestors, a family life and blood inside. Jade is the same, Chinese people always say that psychic jade, wear a long time there spirituality. When her mother will pass on their daughter Jade, this is the inheritance of traditional Chinese culture is the core content. As a watch brand's advertisement goes: "Your watch is not your own true, but save it for your son." Jewelry actually the same, it is passed along, in addition to raw material itself, also includes family , social, national culture and much more. This is the culture of the totem.

Q: How can the Chinese people, especially the ability to purchase fine jewelry of the rich class, to accept the cultural totem that you understand it?

Nov: First of all, our aim is to open a brand family of the great cultural heritage. Called the old Chinese saying goes: conduct, human, legislation of this. Five years we are family, cultural heritage of China. Men have surnames family tree, but why not a woman's surname genealogy? Only as a pillar of male to inherit the family business, and only he can open the family's glory. Elders died, how to make his spirit, will, thought it be renewed? In China, Liyan few people, but the conduct of many people. Then these jewels can be used as a keepsake from generation to generation, carrying the family of the founder of the aesthetic taste and cultural values and artistic accomplishments.

Q: There are many international jewelry brands to cater to the forefront of Chinese consumers, have the Chinese elements into the design concept, such as Cartier's "Chinese Dragon" jewelry line. The trend of Chinese culture, mining what it means?

Nov: This jewelry brand in China is a golden opportunity, after all, this is our own culture. However, SHEN Chinese culture is too complex, poetry and painting, Merlin, bamboo and chrysanthemum, how these things work inside the transmission to the design? What is the real Chinese culture? What is the moment we need a truly international commercial value of the Chinese culture? This is a big issue. China is very traditional things will run into a wall to get to Europe, because it does not contemporary, not design values in it. Similarly, some Chinese people seem very stylish design, looks set to be the mainstream in the West is a monster. So we need to make the world a jewelry brand new understanding Oriental culture.

Q: Do you think local fine jewelry brands in China lagged behind international brand of the biggest "bottleneck" Where?

Nov: mainly the lack of originality. For example, people talked about Tiffany (Tiffany), would think of the American spirit; about Bulgari (Bvlgari), would think of Roman art; about Cartier (Cartier), would think of royal jewels. If your brand can not be a kind of spirit, a belief in a link, you can only do products. Take Yu, China's oldest jade, but until now has not made a global brand, one of the important reasons is that we Chaodao price of raw materials, who holds raw materials, who is the boss. Not be a good design and material cultural heritage, there is no high-value, there is no focal point to create international brand.

Q: In your view, China's domestic jewelry brand tight encirclement of the odds be?

Nov: My personal concern is that, in this "war", the Chinese brands may be annihilated. Because our theories of international counterparts depth and height, and their strength, thrown us far behind. Of course, in turn, which for us is also a motivation and encouragement. However, the current market demand in China is too large, and when we solve the system of cultural self-confidence and the construction of value chain issues, the success is still possible to have a globally competitive one or two local fine jewelry brands.

British jewelry production centers in Europe and the design and manufacturing center, important in the international jewelry industry, in the past are scrambling to agents of its Chinese jewelry brand, recently offered to a British customer in the UK to become the exclusive agent TTF, which is very rare. October 30 last year, we have a cheongsam elements into the work done by the U.S. Secretary of State Hillary bought Christmas presents. This work has been sold in the world more than ten thousand sets of the. In the next period of time, foreign consumers may also insist that things should come from China are cheap, so in order to exciting show Chinese brand, we will pay ten times more than the efforts of others, must be done to give them a surprise Caixing.