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KINGEE Culture: 002721


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Company Profile

Founded on November 26, 2007 with a registered capital of RMB 835 million, Kingee Culture (hereinafter referred to as “the Company”) was listed on the Shenzhen Stock Exchange on January 27, 2014 with the stock code of 002721. The Company became the actual holding company of the state-owned assets of Haidian District, Beijing in 2018.


The main business of the company is the research, development, design, production and marketing of precious metal handicrafts and jewelry. After listing, the company keeps expanding its diversified business model and carries out strategic layout in the fields of intelligent manufacturing of silver and mail in wholesale and retail channels

Sliver Mail Division


As the backbone of Kingee’s gold jewelry industry chain, Sliver Mail Division is responsible for the design, R & D, production, manufacturing of precious metal products and marketing, service, consulting and management of major products in banks and postal channels.

Retail Division


As the vanguard of Kingee’s gold jewelry industry chain, Retail Division is responsible for coordinating, managing and operating the national retail market, exploiting market, establishing efficient and sound retail business system, and providing customers with high-quality gold jewelries.


Smart Manufacturing and Wholesale Division


Smart Manufacturing and Wholesale Division is responsible for the internal and external wholesale management of diamonds, gold, jewelry and other jewelry and raw materials, integrating industry resources by focusing on the upstream and downstream industry supply platforms, enhancing scale effect, and cooperating with retail, silver mail, and financial division to create an industrial supply chain for research, production, supply and sales.


Supply Chain Finance Division


As the basic core department of Kingee’s gold jewelry industry chain, Supply Chain Finance Division, by leveraging the advantages of the Group’s industry and platform, can provide financing support and financial service for upstream and downstream suppliers, distributors, franchisees and end consumer groups, and has become an accelerator for the development of the entire group’s business.

Four Businesses



Kingee Jewelry

With a strong focus on consumer groups in the 3rd- and 4th-tier cities, Kingee Jewelry is committed to providing gold jewelry products with fashionable design and emotional connotation, bringing people a feeling of love and joy, and has become a jewelry brand that is well received by consumers.


Yue Wang Jewelry

Yue Wang Jewelry began in the 27th year of the Guangxu Reign of the Qing Dynasty (1901), and was known as the “Chen’s Silver House” created by jewelry craftsman master Chen Zengyao. After the development of ten decades, it has become the integrated jewelry service provider connecting upstream and downstream of the supply chain, integrating international diamond trade, jade raw material processing, diamond cutting and grinding, jewelry design and development, terminal sales and brand promotion. In January 2015, the company reorganized with the listed company Kingee Culture and now serves as a subsidiary of the listed company Kingee Culture.


Jiefu Jewelry

JAFF Jiefu Jewelry, which was founded in 1993, always adheres to the “love gift” brand philosophy. Its famous jewelry designers at home and abroad have integrated the understanding of contemporary women’s life and emotion into romantic and fashionable jewelry design. The wonderful design concept and exquisite jewelry craftsmanship make JAFF much popular among customers. Now it serves as a subsidiary of the listed company Kingee Culture.


Jaff Beauty Diamond

Jaff Beauty Diamond is a new brand launched by Jiefu Jewelry by combining domestic diamond consumption trends and integrating diamond industry chain resources. It provides the Chinese consumers with high-taste diamond consumption and service experiences with high-quality products, services and multimedia fantastic terminals.


Yue Wang Gold in Authentic Way

By always adhering to the idea of professionalism, persistence and constant improvement, Yue Wang Gold in Authentic Way inherits the time-honored spirit of originality and makes innovation by recombining beauty and materials, bringing every consumer with the magnificent products that could be passed from generation to generation. With the background of state-owned listed companies and China time-honored brands, it has created the ancient brand of Yue Wang Gold in Authentic Way with authentic products and strong marketing resources according to ancient laws by its many famous design masters and national masters.

Core value of Kingee:struggling for dreams; great goals, undertaking and life;

Five practices advocated by Kingee:


Practical, brave, skillful, willing and hard-working


Mission: Become a great world-class company and a world-class gold jewelry company;
Business philosophy:Industry-oriented, finance, brand and innovation
Vision:Committed to become the world’s leading gold jewelry enterprise;

Corporate Culture

Management Team


Wu Yanbing
Mr. Wu Yanbing, chairman and also the Deputy General Manager of Beijing Haidian Technology Financial Capital Holding Group Co., Ltd. and Executive Director of Beijing Haixin Assets Management Co., Ltd.
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General Manager

Zhou Fanbo
Mr. Zhou Fanbu, General Manager and founder of Jiefu Jewelry; Chairman and General Manager of Shenzhen Jiefu Jewelry Co., Ltd.; Chairman and General Manager of Shenzhen Kingee Culture Development Co., Ltd.; Chairman of Zhejiang Yue Wang Jewelry Co., Ltd.;
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Director and Deputy General Manager

Zhang Bo
Zhang Bo, male, Director, Deputy General Manager and certified public accountant of the Company; he has served as senior management positions such as Chief Financial Officer and Deputy General Manager in Beijing Haidian Technology Financial Capital Holding Group Co., Ltd. and Beijing Haidian Sci-tech Enterprises Financing Guarantee Co., Ltd.;
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Director and Deputy General Manager

Sun Changyou
Mr. Sun Changyou, Director and Deputy General Manager of the Company; Master of business administration of business school in China University of Political Science and Law;
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Deputy General Manager

Chen Baokang
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Deputy General Manager and Secretary of the Board

Sun Yuping
Ms. Sun Yuping, Deputy General Manager of the Company and Secretary of the Board; master of business administration in China University of Geosciences (Beijing); senior economist and senior investment management decision maker;
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Chief Financial Officer

Xue Hongyan
Mr. Xue Hongyan, Chief Financial Officer of the Company; EMBA of Renmin University of China; Director of Shenzhen Gemdem Diamond Co., Ltd.; Director of Nanchang Kingee Cultural Development Co., Ltd.;
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It became a member organization of Shanghai Gold Exchange.


It became franchised distributor of China Gold Incorporation.


It became the franchised dealer of Shanghai World Expo.


It became precious metal supplier and franchised manufacturer of Guangzhou Asian Games.


It became precious metal franchised distributor of Beijing Olympic Games.


It held the launching ceremony of (country founding) personalized stamp to commemorate the 60th anniversary of the founding of the People’s Republic of China.


Formally listed on small and medium sized board of Shenzhen Stock Exchange


It became a franchised distributor of the 2nd Youth Olympic Games.


Kingee Culture was founded.


It has been selected as the national cultural industry demonstration base


Qualification of precious metal franchised operator

Precious metal product franchised distributor of 2008 Beijing Olympic Games 

Franchised dealer of 2022 Olympic Winter Games and Winter Paralympic Games

Franchised manufacturer of 2014 2nd Summer Youth Olympic Games

2012 haiyang Asian beach games franchise

Licensed product supplier of 2011 Xi'an International Horticultural Expo

Precious metal franchised manufacturer of Shenzhen 2011 Summer Universiade

Precious metal supplier of 2010 Guangzhou Asian Games

Excellent franchised dealer of Expo 2010 Shanghai


Joint projects for 2006

Joint projects for 2009

Colleges and universities resources

Silver mail channel resources

Museum collection and project cooperation resources