Interview With Pang Zhi, Vice President Of Greater China, SWAROVSKI Crystal Boutique Division

< p > in the eyes of Pang Zhifeng, vice president of advanced sales and operations of SWAROVSKI crystal department, Greater China, it is an excursion from fashion to luxury.

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< p > < strong > the next two years < /strong > /p >

< p > < strong > domestic premium jewelry growth 6%-10% < /strong > /p >

< p > reporter: due to the influence of relevant policies, the domestic jewelry and wrist watch market is in a state of weakness. When SWAROVSKI chooses to enter the field of high jewellery at this time, how do you view the current situation and the future development trend of the domestic high-end jewelry market? < /p >

< p > Pang Zhifeng: Although we can see that the domestic jewellery and wrist watch market is not as fast as before, but from the market reaction and market capacity, the domestic high-end jewelry industry can reach the growth rate of 6%-10% in the next two years.

SWAROVSKI has done a lot of analysis before joining the high jewellery industry. I am full of confidence in this market.

SWAROVSKI has become a fashion accessory. After more than 200 years of development, it now occupies 10% of the jewelry industry.

The senior jewelry industry has chosen to start from familiar industries, and make new positioning and packaging of products from materials, designs and details.

This will not only reduce our risk, but also improve and adjust at any time.

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P: reporter: high jewelry has been active in the wedding market, and fashion accessories are hard to touch in this field. Will the brand development target market change in the future? < /p >

< p > Pang Zhifeng: the company's positioning of high-end jewelry is a special occasion, such as gifts and souvenir, not necessarily wedding occasions.

Our daily wear of premium jewelry is our philosophy.

Because of the Chinese consumption habit, gold has been occupying a large share of the wedding market, so we have not locked the market into a market for deep ploughing in the future.

Moreover, the market is now facing fierce competition. Many brands hope to get a share in the wedding market, whether in the high-end or in the middle end or even in the low-end market.

Just like our brand idea, the "most expensive jewelry that we can wear everyday" and the daily consumption market are our most important battlefields.

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< p > < strong > design will be < a href= > http://www.91se91.com/news/index_c.asp > high jewelry > /a > development engine < /strong > /p >

< p > reporter: compared with Cartire, Bvlgari, Tiffany and other brands, SWAROVSKI is considered a new leader in the field of high jewellery. What is the biggest difficulty of the company in the field of high jewellery? < /p >

< p > Pang Zhifeng: finding the right location and design is the most difficult and crucial problem for us now. Designing products that meet consumer preferences and reasonable price ranges will surely be welcomed by consumers.

SWAROVSKI's development in fashion accessories has enabled us to accumulate excellent design talents, excellent marketing team, although the advanced custom jewellery is a new baby for us, but this family has the ability and confidence to nurture this newborn and develop it well.

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< p > reporter: what do you think is the biggest advantage of SWAROVSKI entering the high-end jewelry industry? < /p >

< p > Pang Zhifeng: I personally believe that a jewelry brand has a lasting vitality, and design is very important. Only every product is full of design, and consumers can see the concept of brand conveyed in details, so that we can truly grasp the hearts of consumers.

Heart cutting, swan modeling, flower design, we rely on the experience of fashion accessories, choose advanced materials, convey the brand heritage to consumers.

Facts have proved that sales of high grade jewelry are very impressive, which also proves that our idea of design is correct.

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< p > balance theory of high jewelry and fashion accessories < /p >

< p > reporter: fashion accessories to high-end jewelry consumer group overlap is not high, how can the brand attract fresh blood under the premise of protecting old customers without losing? < /p >

< p > Pang Zhifeng: from the current sales situation, 60% of the consumers who buy the high jewellery are new customers, and the 40% is the old customers who bought fashion accessories before.

We didn't start flagship store at the beginning of the high water jewelry test. Instead, we opened shop in the original store, hoping to upgrade some of the old customers when we could attract new customers.

All along, the company's team is thinking about how to balance the relationship between premium jewelry and fashion accessories.

For example, the salesperson will recommend different products according to different guests. We think there are differences between the two categories of consumers from the purpose of shopping.

High-end consumers are more concerned about details and whether they really like it, and the price is not considered unattainable. After all, for Bvlgari, Cartire and other brands, our pricing is very close to the people.

Fashion accessories are for collocation, and consumers have different purchasing purposes, so they do not conflict.

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< p > reporter: what is the difference in marketing strategy between premium jewelry and < a href= "http://www.91se91.com/news/index_c.asp" > Fashion Accessories < /a > < /p >

< p > Pang Zhifeng: different marketing methods of products are different. In essence, high grade jewelry and fashion accessories are different. Fashion accessories are adjusted by tidal current changes, while high grade jewelry is based on natural materials.

Precious stones and rare metals are designed on the basis of the original stone, and fashion accessories are usually followed by the trend.

Due to the popularity and collocation of fashion accessories, consumers will choose according to their needs, and we should advocate the characteristics of classic jewelry, heritage, handwork and so on.

For example, when consumers come to SWAROVSKI store, they will have different experiences. The service of high-end jewelry is more intimate. Although there are not many products, consumers can understand the story behind each product, the production process and so on.

Fashion accessories are different. Salesmen may recommend according to the clothes you wear, or ask about occasions that you need to match.

Beijing Business Daily reporter Liu Yibo < /p >

< p > < strong > character file < /strong > /p >

< p > > a href= "http://www.91se91.com/pioneer/" > Pang Zhifeng < /a > was born in France, obtained the Bachelor of management in Essex College of Commerce and France and the master of business degree in Mannheim University, Germany, majoring in business administration and psychology.

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In January 2008, he joined the big family of SWAROVSKI and served as the manager of Japan crystal boutique. Under his guidance, Japan became the second fastest growing market in mainland China after P.

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In August 2011, after being in SWAROVSKI for three years, he was appointed to be responsible for the business of Greater China in the crystal boutique department, and based on Hongkong, which is responsible for SWAROVSKI's business development and strategic planning in the mainland, Taiwan, Hongkong and Macao.

At present, Pang Zhifeng is also part of the Asian series of product development, including SWAROVSKI's first high jewelry series and the Asia Pacific tourism retail business.

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