The Secret Of Pandora'S Rising Trend

The luxury industry is no doubt experiencing a downturn. Jewelry is hard to escape.

Hua Lizhi reported: at the end of November, Tiffany reported that there had been an unexpected decline in sales in the third quarter (-2.2%), and the annual profit decline is expected to be higher than previously expected.

The latest quarterly report Zhou Dafu just released is even more unoptimistic: overall sales fell by 11% over the same period, of which mainland China fell 6%, and Hongkong fell 20%. Net profit in the first half of the fiscal year is likely to exceed 50%. It is said that they are planning to close 5 to 6 stores in Hongkong by March of this year.

However, it is also recent news that a jewelry retailer from Denmark, Pandora, said last Thursday that it will expand its global 200~300 stores every year from 2016 to 2018.

What a great breath!

But this is not inexplicable self-confidence. In fact, the company that was founded in 1982 is really amazing in recent two years. In 2014, Pandora realized sales of 11 billion 900 million dkrona (1 DK krone, about 0.95 yuan). Last year it increased to 16 billion 700 million, up 40%, far beyond the 14 billion DKK analysts expected in February 2015.

Needless to say, it ranks among the three largest jewelry brands in the world.

In 2011, they had a big trouble. Not only did they expect a 30% drop in their earnings, but they also set a record of a 66% plunge in the day, and CEO had to resign on the same day.

The reason is that they suddenly decided to raise the price of their products, and the brand of the luxury jewellery brands lost.

Fortunately, in a timely manner, he turned the horse back and returned to the luxury position, eliminating the frontal conflict with the traditional luxury jewelry brands such as Cartire and Bvlgari, instead of fighting in the mass market.

The main material of Pandora products is pure silver and 14k gold. The cheapest single product is only 200 yuan.

The company CEO Massimo Basei in Italy recently said in a media interview: "Pandora has not tried to compete for the market share from Cartire and Bvlgari. Our competitors are fast fashion like ZARA and silk."

To this end, they raised the new frequency, from the previous two quarters of the new year, to 7 updates a year, of course, with the clothing brand fast update speed is no comparison, after all, category, unit price interval is different, but this action has effectively raised the frequency of customer purchase; in addition, they will "frankly" price on the poster, right, as you see ZARA, H&M advertising general eye-catching.

And in the store arrangement, Pandora also has its own care machine.

They call shop concept stores in the early days. In the early days, in order not to give people a feeling of falling price, they advocated that they should try their best to open their own concept stores in Rolex.

Next to such a big brand, use other brands' status to help yourself endorse Li Wei.

The company now has more than 1700 stores in more than 90 countries around the world.

The main product of Pandora is bracelet, but it is not the same as the general bracelet. This can be said to be the biggest feature of Pandora. It costs 5000 yuan to buy a bracelet. You may have a bit of pain. They help you remove the beads from the bracelet, sell them one by one, cheap 200, expensive 7000+, 700 Beaded Beads, you can freely match, how many choices you have, this...

Some people share the knowledge that because Pandora will introduce some beads with local characteristics according to the different cities, it will be very satisfying to get mushrooms cool to a city and collect beads.

Of course, this way can not only allow consumers to participate in the design, through different beads.

To achieve personalized expression, it also effectively improves the user's consumption frequency, and strengthens stickiness.

In addition to those mentioned above, in the related reports of Org Chi, it is also mentioned that Nordea Markets Markets believes that Pandora's factories in Thailand allow them to make jewelry at a very low cost, which is an important part of the company's core competitiveness.

Next year, they intend to continue to strengthen their investment in this area. At present, there are 10400 people in Pandora Thailand factory.

First, and not to mention the brand names of Zhou Shengsheng, Zhou Dasheng, Zhou Dafu and Jin Dafu, have you made sure that you have come out with a necklace and a ring? Who can say clearly which one is? But if you go to see the products of Pandora, though they do not emphasize any designer elements, they can discern it at a glance.

The uniqueness of product design is not only to enhance customer's recognition of brand, but also to satisfy their pursuit of individuality, which is of great benefit to brand and product promotion itself.

On the Instagram of a star, the user can see that he wears a Pandora bracelet, like a Chanel rhombus bag and a "little devil" of Fendi.