Qeelin Continues To Roll Out Its Sales Network. New Stores Increased To 9 By October.

< p > China luxury brand Kirin jewelry (hereinafter referred to as "Qeelin") has joined the French Open Kering group (Kering, hereinafter referred to as "Kai Yun") for half a year.

Shirley Jiang, the marketing and communications director of the brand in China, told reporters on Wednesday (19) at the CLIA China high-end brand management week that since six months, Qeelin has continued to spread its sales network and plans to add 9 stores to China by October.

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< p > according to Shirley Jiang, Qeelin currently has 7 stores in mainland China, which are located in Beijing, Shanghai, Dongguan, Shenyang and so on.

The two new stores are located in Shanghai.

One of them will open in late July and the other is being renovated.

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< p > December 2012, Kai Yun announces holding Qeelin, which is a high-end jewelry brand co founded by Hongkong jewelry a href= "http://www.91se91.com/" target= "_blank" > designer /a > Chen Ruilin (Dennis Chan) and French businessman Ji Yao brunshad (Guillaume Guillaume), officially as the first Chinese brand to join one of the world's three luxury magnates with Boucheron, PERREGAUX, Shang Wei Sha and other high-end jewelry watches brand.

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When p opened to the cloud, it said to the great wisdom that the acquisition played a complementary role to the existing brand assets of the group.

At that time, PPR only had a jewelry brand of Boucheron, which was priced very expensive, mainly selling Western style products.

Qeelin combines traditional Chinese elements with modern design concepts. It is one of the most valued values of cloud computing.

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< p > Kai Yun also announced that it will help brand development by assisting Qeelin to open distribution channels and expand product categories.

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< p > Shirley Jiang said at the above meeting that the brand was supported by the group and shared information in opening channels, public relations market resources, guidance and training.

She added: "as a booming luxury and lifestyle group, Kai Yun has been tracking the latest developments in the industry.

By becoming a member of the group, Qeelin has a better understanding of the most advanced information of luxury retail formats than before, and is very helpful for brand strategy development.

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< p > in recent years, China's high-end brands continue to grow and develop. Many brands such as a href= "http://www.91se91.com/" target= "_blank", apparel, /a, jewelry, cosmetics and so on are all highly concerned by international luxury groups and overseas private equity funds.

Among them, the world's largest luxury group, France LVMH (MC.PA) capital investment in the Asian private equity fund L Capital Asia, has invested in mainland China, such as Europe's (Ochirly), Zhuo ya (Joya), pill beauty (Marubi) and other consumer brands.

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< p > for the difference between private equity and group holding, Shirley Jiang believes that private equity fund is a purely commercial behavior, aiming at a brand with high growth and high returns, and the acquisition of group type is more about the recognition of brand culture.

"There are many jewellery brands in Hongkong, and there are also good sales results, but Kai Yun has chosen a brand that is consistent with its image and globalization strategy as its investment target."

She said.

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< p > the industry believes that in addition to further enhancing its position in the luxury jewelry industry and its influence in the Chinese market, Qeelin's high-end niche brand is just the consumer market that cloud needs to be compensated for.

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Less than P, a person familiar with the matter said that the acquirer close to Qeelin was more than a cloud maker.

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Three months after the opening of P Qeelin, Kai Yun group once again announced the acquisition of Pomellato, a jeweller in Italy.

According to Wu Fenghua, founder of TTF senior custom jewelry brand, Pomellato has sales of about 1 billion euros, and its profit is around about 20000000 euros, with high profit margins.

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< p > there is news that apart from the cloud group, Italy luxury listed company Prada (1913.HK), Austria crystal jewelry manufacturer SWAROVSKI (Swarovski) and Switzerland's largest watchmaker Swatch (UHR.VX) have expressed their intention to purchase Bao Manlan.

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< p > Kai Yun predicted that Qeelin could achieve two times to three times growth in the next few years.

Shirley Jiang said sales of the brand had been growing steadily, but no specific figures were given.

But in the area of sales contribution, she said that although the first store opened in Paris, France, because the retail network is still mainly concentrated in mainland China and Hongkong, it has become the largest contributor to sales.

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< p > according to Qeelin jewelry official micro-blog, there are 14 stores in the world, 7 in mainland China, 4 in Hongkong, and 3 in Europe.

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< p > Shirley Jiang reveals that Qeelin will promptly adjust its strategy according to the regional sales trend, consolidate the European market and develop emerging markets, such as the Middle East.

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Less than p months ago, Qeelin jewelry opened its official micro-blog.

At present, there are 1411 fans.

Shirley Jiang said that the high level attaches great importance to the social media platform, and the fans value quality and loyalty more.

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P online sales channel is also one of Qeelin's future plans.

Shirley Jiang revealed that Qeelin's new Pettite jewelry series is more acceptable to consumers than other product lines, or may be promoted through online sales channels.

But the plan is under way, and no concrete plan has yet been produced.

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< p > it is worth noting that the brand parent company has established a stable cooperative relationship with Italy luxury electric business Yoox (YOOX.MI).

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< p > for the development of China's high-end local brands, Shirley Jiang believes that it is closely related to the brand structure.

Qeelin has Chen Ruilin, a famous artist who is responsible for design and creativity, and Ji Yao brocht, a businessman who once worked for LVMH and who knows the rules of luxury goods, is in charge of operation and strategic development.

Both of them need to balance and compromise in the process of brand growth.

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Chen Ruilin, chairman of P Qeelin, once pointed out: "we have always believed that Chinese consumers will enhance their cultural awareness, and if time passes, they will be able to find brands that embody their values."

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< p > Shirley Jiang finally emphasizes that Qeelin jewelry market positioning is different from traditional jewelry brand, though it is also combined with Chinese elements, Qeelin is closer to contemporary art.

"Because there is absolutely no sign brand elements such as logo, consumers are attracted by the design sense and quality," she said.

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