Shenzhen Saifeier Jewelry Co., Ltd.

          On September 28, the 25th China International Advertising Festival, hosted by the China Advertising Association, was grandly held in Harbin. Sunfeel Jewelry was awarded the "2018 Gold Case Award" for its four consecutive years of exclusive title sponsorship of the CCTV-3 New Year's Eve special program "Happiness Arrives, Blessings Arrive, Good Luck Arrives," while Chairman Wang Yishan was honored with the Annual Distinguished Figure Award—adding two major accolades to the brand's achievements. This recognition follows previous honors received by Sunfeel Jewelry in 2016 and 2017, including the "Annual Classic Case Award" and "Annual Marketing Communication Case Award."

          The China International Advertising Festival is recognized as China's most authoritative, professional, and influential national-level advertising event, with a history spanning over three decades. At this year's festival, which gathered tens of thousands of industry professionals, Sunfeel Jewelry stood out for its unique marketing strategy and years of exceptional creative campaigns, emerging as a "Benchmark Brand" and earning unanimous recognition from experts and judges.

          As the pioneer of "Solder-Free Gold" and founder of Sunfeel Jewelry, Chairman Wang Yishan has led the brand from its establishment in 1993 to the breakthrough Solder-Free Welding Technology in 2007, expanding from Changle, Shandong, to Shenzhen, and now to 1,800 branded stores nationwide. With broad vision and distinctive business wisdom, he has guided Sunfeel from modest beginnings to industry strength, from local presence to national reach. His international perspective and management approach have preserved gold culture while innovating craftsmanship, shaping Sunfeel into the enterprise it is today and making outstanding contributions to the entire gold and jewelry industry—rightfully earning him the title of "Distinguished Figure."

          With four consecutive years of exclusive title sponsorship of CCTV-3's New Year's Eve special program "Happiness Arrives, Blessings Arrive, Good Luck Arrives," Sunfeel Jewelry—through its consistent "Big Brand, Big Platform, Big Event" marketing strategy—successfully captured sustained consumer attention by leveraging this flagship CCTV variety show. Boasting an 8-hour marathon broadcast and featuring numerous A-list celebrities, the program delivered maximum exposure across the widest age demographics. This approach effectively addressed the marketing challenges of the digital era—fragmented information and low brand recall—earning recognition as a "gold-standard case" in the marketing industry.

          Sunfeel's partnership with CCTV began in late 2013 with its first product placement on CCTV-1's "Avenue of Stars," where it introduced the tagline "Sunfeel Solder-Free Gold: Purer, More Valuable" and presented Solder-Free Gold pieces as prizes to interactive audience members and winners. This collaboration has continued unbroken ever since, with Sunfeel Jewelry providing sponsorship and support for programs including "I Want to Perform at the Spring Festival Gala" and the "Mid-Autumn Festival Gala." In 2015, Sunfeel shifted its focus to CCTV-3, identifying the New Year's Eve special "Happiness Arrives, Blessings Arrive, Good Luck Arrives" as a uniquely impactful program. Though not strictly variety-oriented, it concentrated viewer attention at a definitive moment. Securing exclusive title sponsorship that year, Sunfeel embarked on what would become four consecutive years of collaborative success.

          Sunfeel has always valued CCTV's authoritative platform and exceptional reach, particularly during major events and galas where the network's advantage as a primary information channel becomes most evident. "This unparalleled media influence not only rapidly builds brand awareness but also accelerates the growth of brand appeal and social impact," explained General Manager Wang Zhuo. "Beyond the broadcast platform itself, we prioritize audience alignment with our target consumers. The New Year's Eve timing of ' Happiness Arrives, Blessings Arrive, Good Luck Arrives' gives it a rare cross-generational appeal—making our brand communication exponentially more effective."

          Since securing the exclusive title sponsorship for "Happiness Arrives, Blessings Arrive, Good Luck Arrives," Sunfeel Jewelry has not only amplified its promotional presence across online and offline channels—achieving dominant screen visibility—but has also progressively extended its focus toward cultural derivative products. By infusing cultural meaning into products, Sunfeel has concentrated on exploring the program's inherent value, creating eponymous IP cultural products centered around the themes of "Happiness," "Blessings," and "Good Luck." These concepts, being among the most representative expressions of blessing and auspiciousness in traditional Chinese culture, have been crafted into timeless bridal sets, zodiac-inspired luck series, and other collections using the purest Solder-Free Gold. Gifting these pieces carries profound meaning: presenting "Abundant Wealth and Honor" to elders, symbolizing "Love as Strong as Gold" to partners, and conveying "Academic Success and Achievement" to children. Thus, the millennia-old Chinese tradition that "giving gold is giving blessings" has become intrinsically fused with the purest gold, enabling Sunfeel Jewelry to engage in direct and meaningful communication with consumers. This approach also established Sunfeel as the first gold jewelry brand to leverage a traditional TV program to develop cultural IP products, igniting sales across both online and offline markets.

          The IP culture and products derived from the "TV program + brand" collaboration have become a significant chapter in Sunfeel Jewelry's mission to perpetuate gold culture and create culturally rich gold products. Looking ahead, as more gold artisans return to the craft and gold culture experiences a revival, gold jewelry will continue to grow in refinement and artistry. The Solder-Free Gold era pioneered by Sunfeel is poised to lead the industry—making gold more fashionable and culturally compelling, while ensuring it remains purer and more valuable.