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COMPANY PROFILE 2010
Core principles
Reaffirming the
leading position
on creativity,
sophistication
and reliability in
Jewelry and
Fashion
industry.
History
28/4/1988
Found as PhuNhuan
Jewelry Trading Store.
1992
Officially renamed as
PhuNhuan Jewelry Company
PNJ.
January, 2004
Became PhuNhuan
Jewelry Joint Stock
Company.
March, 2009
Officially listed
shares on HOSE
Company structure
SHAREHOLDERS
CONTROL BOARD
BOARD OF DIRECTORS
GENERAL DIRECTORREPRESENTATIVES
LEADERSHIP
(ISO)
DEPUTY GENERAL DIRECTOR
OF BUSINESS
SALES DEPT.
GOLD TRADING DEPT.
DEPUTY GENERAL DIRECTOR
OF FINANCE
DEPUTY GENERAL DIRECTOR
OF TECHNOLOGY
DEPUTY GENERAL DIRECTOR
OF INVESTMENT
IMPORT/EXPORT DEPT.
PNJ APPRAISAL
CENTER
ACCOUNTING DEPT.
IT DEPT.
INTERNAL CONTROL
DEPT.
QUALITY CONTROL
DEPT.
PNJ JEWELRY
FACTORY
HR DEPT.
MARKETING DEPT.
COMPANY
SECRETARY
ADMINISTRATION
DEPT.
DESIGN DEPT.
CAO COMPANY
Board of Directors
Mr. Le Huu HanhDeputy General Director of
Business
Mrs. Cao Thi Ngoc DungChairman
General Director
Mr. Nguyen Tuan QuynhDeputy General Director of
Investment
Mrs. Nguyen ThiCucDeputy General Director of
Finance
Mr. Nguyen Vu PhanDeputy General Director of
Technology
Human resource
Highly capable leaders
Professional and
knowledgeable
Employees
Creative and
professional design
team.
1765
18601884
HR growth chart
employees
employees
employees
2008 2009 Mid-year 2010
0.5%
12% 5%
11%
47%
25%
STRUCTURE OF LABOR BY LEVEL
University Diploma Certificate High School Under High SchoolPostgraduate
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2008 2009
669
1,036
784 865
1,452
1,902
Short-term assets Long-term assets Equity
Unit: billion VND
Resource assets and equity
Technology and machinery
o Manufacturing process
observed from
European technology
(Italy, Germany ...) with
productivity of two
million products per
year.
o Professional managers
and more than 1,000
skillful goldsmiths to
ensure refined and
qualified products
delivered to the market.
Distribution system
North: 22 stores
Central: 7 stores
HCMC & Southeast 90 stores
Mekong delta: 7 stores
Export markets
TURNOVER RATE IN THE MARKET
58%34%
6%
2%
Germany
U.S
Australia
Denmark
TQM
5S
Quality Control
Management System
ISO 9.000
ERP
Environmental
Management
System ISO 9.000
Comprehensive quality management program
TQM since early 2009
Successfully applied 5S program on
October 2008
Continuously got ISO certification since 2000.
PNJ is currently operating under ISO 9001:
2008 standard.
Implementing ERP (Enterprise
Resources Planning) project to
comprehensively computerize
management system.
Got ISO 14001: 2009 certification on
February 2010
Company nameCapital
(bil. VND)
Percentage holding
of PNJ (%)
Saigon Energy Limited Company (SFC) 81 23
Dong A Real Estate Limited Company (DongA Land) 300 31
Dong A Bank 3.400 8
Que Huong Hotel Limited Company 320 3
Kinh Do Real Estate Limited Company 600 3
Saigon M&C Real Estate Limited Company523 5
Associates
Shareholder Structure
BRANDS
PNJ GOLD
• Established: 1988
•Target customers: mostly
females 25 – 55 years old with
class B and higher income
•Products: Jewelry attaches
gemstones / semi-precious
made from 24K
18K, 14K, 10K gold.
• Establiashed: April, 2001.
• Target customers: mostly
females 15 – 25 years old.
• Products: Fashion silver
jewelry made from pure
silver Ag 92.5
• Established: June, 2005. By August
2009, CAO became an independent
company, a subsidiary of PNJ.
•Target customers: successful
businesswomen 30 - 45 years old with
style, elegance and confidence
• Products: Luxury jewelry with unique &
sophisticated design and manufactured from
materials carefully selected by top
professionals.
• Established: December 2009, Jemma
is under the management of CAO
company
• Target customers: Female officers with
class B or higher income, 25 - 35 years
old with dynamic, style, confidence &
bravery.
Products:
Fashion jewelry with various materials: silver
attaches semi-precious stones, alloy, etc.
Stylish accessories, young designs with fresh &
new colors: wallets, handbags, brochette,
hairpin, etc.
Phoenix PNJ - DongA Bank Gold Bar
Available on the market
since 1988 under the name
“Phoenix PNJ” gold bar.
April, 2008: new models
between PNJ and DongA
Bank – DAB hit the market.
Has four different types of
weight appropriate to the
customer’s needs of usage:
1 tael, 5 chi, 2 chi, 1 chi
Gemstone and Gold bar appraisal
PNJ appraisal services provide
gemstones and diamonds
appraisal based on GIA
standards - United States
Institute of Gemology.
Capable, experienced
professional team & modern
appraisal technology and
machinery.
BUSINESS PERFORMANCE
Sales Performance
-
2,000
4,000
6,000
8,000
10,000
12,000
2008 2009 9 months of 2010
Other Profits
Exports
PNJ Silver
PNJ Gold3.500
9.625
10.466
Revenue through years – Unit: Billion VND
Growth rate of profits 2008 - 2009
0
50
100
150
200
250
149
217
20082009
Billion VND
ACHIEVEMENTS
Top 500 Retailers in Asia-Pacific Award
2004-2009.
Top 10 Vietnamese Prestige & Qualified
Product Cup 2007.
Top 200 Largest Vietnamese Companies
Award 2008.
National Brand 2010.
Vietnamese Quality Award of the year
2006-2007-2008
Asia - Pacific Quality Award 2010.
High Quality Vietnamese Products
Trademark for 12 consecutive years
from 1998 to 2009.
Vietnam Gold Star Award from 2003 to
2009.
Top 10 Standardized Shopping Places
2010.
National Quality Gold Award 2009
Asia-Pacific Quality Award 2010
STRATEGIES
PNJ outstanding competitive advantages
PNJ has:
22 rich experienced years in Jewelry industry. Top Of Mind of VN citizens
regarding to Jewelry.
Wide distribution network across the country owned and operated by
PNJ. Including 15 branches and 126 retail stores and more than 3,000
wholesalers.
Stable export market and is expanding.
Jewelry factory that has top modern technology in Southeast Asia with an
experienced team of jewelry artisans who have won many awards, and
more than 1,000 skilled goldsmiths.
Designing Department of PNJ are evaluated on a par with international
level. Designers have been trained overseas and in conjunction with
designing equipments using advanced and modern IT.
PNJ outstanding competitive advantages
PNJ has:
Owning brands such as PNJ Gold jewelry, PNJSilver, CAO Fine Jewelry,
JEMA, Phoenix-DongA Bank gold bar, PNJ Diamond Appraisal
Certificate. All of them are professionally managed brand image and
brand value.
Inventory is easily and quickly converted into money even with gold
products.
Human resource of high and medium manager-levels is stable and
sustainable, who has rich experience in jewelry, fashion, financial
management, investment and especially system administrating of PNJ’s
complex retail stores.
Human and sustainable enterprise culture with high commitments of all
employees through union activities and movements.
Encountered risks and Risk management
Risks Risk Management
Risks of gold price and foreign
currency:
• Risk of gold price is the biggest risk in
business. Foreign exchange rates also
often change.
• PNJ has no investment policy in the gold
business.
• Having a specific division
monitoringchanges in gold price and a
organizational networking system to
balance on time the purchase everyday.
• Ensuring the balance of inventory with the
gold loan from banks.
• Foreign currencies are balanced by
long/short term purchasing contracts.
Product strategy
Focus on investing and developing
creative design work
force
Diversify product
structure
Being the leader in the jewelry trend
Commit to ensure proper
quality of gold age
Consecutively invest in modern
equipment and technology
Develop and expand
distribution network
throughout Vietnam
Satisfy demands of
target customers
Consistency of
policy and flexibility
in handling
DISTRIBUTION STRATEGY
CSR ACTIVITIES
PNJ’s core values in social activities:
“It matters not what you give but how.”
From the silent contribution…..
PNJ’s core values in social activities:
“It matters not what you give but how.”
…. To many big fund-raising activities
