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上海天宝龙凤金银珠宝有限公司是上海益民商业集团股份有限公司（SH.600824）的全资子公司，注册资本人民币贰亿元。

“天宝龙凤”创始于上世纪三十年代，是一家被国家商务部认定的“中华老字号”知名企业，经多年持续发展，已经成为集黄金、铂金、钻石与珠宝玉器零售加工、批发为一体的综合性珠宝企业。2003年5月，在母公司上海益民百货股份有限公司的大力支持下，为拓展“天宝龙凤”品牌的黄金、珠宝、钻石经营业务，实施走品牌连锁规模经营的发展之路，经上海益民百货股份有限公司董事会讨论决定，将上海天宝金银珠宝有限公司和上海龙凤金银珠宝有限公司进行强强联合，实施增资重组，为公司在新一轮的发展进程中，注入了活力和动力。

近年来，公司坚持打造“天宝龙凤”自主品牌，将品牌建设作为公司首要目标，改变以往公司单店销售模式，拓展天宝龙凤品牌影响力，实行连锁经营。公司以“诚信服务、顾客至尊、品位生活、美化人生”为服务理念，企业在传承老字号品牌优良传统基础上，紧跟国际时尚潮流，在产品中融合中西方文化，形成了一套独特的设计理念。

近年来，公司谋求差异化发展，实施错位竞争战略，努力开拓新的终端消费市场，积极开发新品。公司开发的商品充分凸显“大礼品、大黄金、大收藏”的概念，成功开发完成“重铸国宝之魂——圆明园纯金十二兽首”项目，相继推出了每件金重1公斤的“僧冠壶”、“大龙印”和“吉祥三宝”（一炉二壶）等商品。它们的的问世，标志着中国黄金艺术品从此告别了小构思、小工艺和小克重的“三小”历史，从此进入了大创意、大工艺、大克重的通道。

2008年，公司通过了ISO9001国际质量体系认证。近年来，公司连续获得“上海市文明单位”、“上海市著名商标”、“上海名牌（产品类）、（服务类）”，“全国质量、诚信品牌联盟单位”、“中华老字号传承创新先进单位”、上海市“五星级诚信创建企业”，“上海商业优质服务集体”和“‘百花杯’优质服务竞赛活动先进企业”等多项荣誉，多家门店连年获得“放心店”称号。公司亦是上海市黄金饰品行业协会副会长单位、上海宝玉石协会会员单位。

Shanghai Tianbao Longfeng gold and silver jewelry Co., Ltd. is a wholly-owned subsidiary of Shanghai Yimin Commercial Group Co., Ltd. (sh.600824), with a registered capital of 200 million yuan. "Tianbao Longfeng" was founded in the 1930s. It is a well-known "Chinese time-honored brand" recognized by the Ministry of Commerce. After years of continuous development, it has become a comprehensive jewelry enterprise integrating the retail processing and wholesale of gold, platinum, diamonds and jewelry and jade. In May 2003, with the strong support of the parent company, Shanghai Yimin Department Store Co., Ltd., in order to expand the gold, jewelry and diamond business of "Tianbao Longfeng" brand, and implement the development road of brand chain scale operation, Shanghai Tianbao gold and silver jewelry Co., Ltd. and Shanghai Longfeng gold and Silver Jewelry Co., Ltd. were discussed and decided by the board of directors of Shanghai Yimin Department Store Co., Ltd In the new round of development process, the company has injected vigor and power. In recent years, the company insists on building its own brand of "Tianbao Longfeng", takes brand building as the primary goal of the company, changes the previous single store sales mode of the company, expands the brand influence of Tianbao Longfeng, and implements chain operation. With the service concept of "sincere service, customer supremacy, quality life and beautifying life", the company follows the international fashion trend on the basis of inheriting the fine tradition of the old brand, integrates Chinese and Western culture in the products, and forms a set of unique design concept. In recent years, the company seeks differentiated development, implements the strategy of dislocation competition, strives to open up new terminal consumer market and actively develops new products. The products developed by the company fully highlight the concept of "big gift, big gold and big collection", and successfully developed and completed the project of "recasting the soul of national treasure - twelve beast heads of pure gold in Yuanmingyuan", and successively launched products such as "Sanguan pot", "big dragon seal" and "three auspicious treasures" (one stove and two pots) with each piece of gold weighing 1kg. The emergence of them marks that the Chinese gold art has bid farewell to the "three small" history of small idea, small technology and small weight, and has entered the channel of large creativity, large technology and large weight. In 2008, the company passed the ISO9001 international quality system certification. In recent years, the company has successively obtained "Shanghai civilized unit", "Shanghai famous brand", "Shanghai famous brand (product category) and" service category "," national quality and integrity brand alliance unit "," China Time-honored Brand inheritance and innovation advanced unit ", Shanghai" five-star integrity creation enterprise "," Shanghai commercial quality service collective "and" Baihua Cup "high quality Many stores have won the title of "trust store" for years. The company is also the vice chairman unit of Shanghai gold jewelry industry association and the member unit of Shanghai Gemstone Association.

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