JNA May/June 2020

專題報道 JNA May/Jun 2020 | 23 KGK forges historic path in China’s jewellery sector KGK 在中國的輝煌足跡 CASE STUDIES 企業案例 J ewellery and gemstone conglomerate KGK Group began its foray in East Asia in 1962 with the establishment of its global headquarters in Hong Kong. When KGK Group Vice Chairman Sanjay Kothari relocated to Hong Kong, the company’s diamond sales and marketing operations in the Far East gained further momentum. The group then began its jewellery manufacturing operations in China in 1997. Two years later, it set up its production facility in Panyu, which now has a workforce of 1,000. Under the auspices of its flagship company KGK Diamonds (HK) Ltd, KGK further spread its wings to Shanghai, Shenzhen and Guangzhou in 2004. Its diamond operations in China also got a boost with the creation of KGK Diamonds (Shanghai) Ltd, a diamond trading firm listed on the Shanghai Diamond Exchange. By 2010, KGK achieved another milestone with the inception of KGK Gems (Shenzhen) Ltd, which is at the forefront of its coloured gemstone business in China. It sources goods from Thailand, India, Mozambique, Sri Lanka and Brazil and sells to retailers, manufacturers, wholesalers and online companies or platforms. The company even made strides in digital innovation. KGK operates kgk.cc , an online diamond and gemstone trading portal, with a massive online inventory in China. KGK likewise employs a specialised, in-house digital sales and marketing platform called DSS or Digital Sales System – a consolidated smart platform to store, update and display its digital product portfolio for its sales team. Exploring the “B2B2C concept,” the company also started designing websites for its clients, which resulted in more customers and higher sales. Jewellery insights According to Kothari, China’s jewellery market was historically dominated by gold products, with consumers opting for heavier, high-karat items for wealth preservation. “With changes in customer preferences, this trend gradually changed, and the industry successfully evolved to capture variations in consumer desires and purchasing patterns,” he noted. Design-oriented pieces with extraordinary craftsmanship also started making waves in China to cater to young buyers and urban dwellers. In response, KGK further enhanced its designs, manufacturing quality and craftsmanship. Despite its unprecedented success in China, the company continues to look for ways to better serve the market with its expertise and concepts, aligned with market intelligence. For instance, KGK diligently studies local and global trends to stay ahead of the competition. KGK’s jewellery manufacturing facility in Panyu, China KGK 在番禺的珠寶工廠