Buccellati, The Brand Ambassador Of Zhang Ziyi, Opened Its First Boutique In Shanghai.

"Finally, endorsement again!" fans of power star Zhang Ziyi began to group call on social media yesterday.

Zhang Ziyi's latest brand ambassador is Italy, which never entered China before.

Jewelry brand Buccellati (Buccellati), she also became the first China "Mousika goddess".

The Italy jewelry, which was captured by China's capital by 195 million 500 thousand euros, is luxurious.

At the same time, it has officially entered the Chinese market.

In November 9th, Buccellati opened its first boutique in China's Hang Lung Plaza in Shanghai. Zhang Ziyi also unveiled the boutique yesterday.

Another Chinese capital has settled the acquisition of overseas luxury brands.

Founder of family business Mario Buccellati (1891-1965)

Founded in 1919, he is one of the world's leading jewelers.

Known for its unique works, it is known as the "Maybach" and "Rolls-Royce" in the luxury industry.

Unlike other senior jewellery manufacturers, he is good at using precious stones and designing jewelry from original colors.

According to the world clothing and shoe net, in 2013, the Centennial family business sold the controlling stake of the company to the Italy private equity fund Lauro Cinquantadue S.r.l.. In 2016, the founder of Claudio Sposito died, and then the widow sold the fund company to Italmobiliare SpA (ITMI.MI).

In May last year, the world's second largest luxury goods company, the peak group, which owned luxury brands such as Cartire, Van Cleef & Arpels, MontBlanc and so on, had purchased Buccellati, but failed.

Finally, from the real estate industry, mining industry to the gold and diamond jewelry industry, the domestic private enterprise group, through the subsidiary company Yuelong industrial, won the Buccellati 85% share by 195 million 500 thousand euros, while the remaining 15% share was 7.5% from the Lauro Cinquantadue S.r.l. and the founder family respectively.

Buccellati family

It is worth mentioning that the 85% shares held by the gang group are all class A shares. This makes the group become the largest shareholder of Buccellati and has the control of Buccellati. The role of the founder family in the company will become the core management and design provider. To some extent, the founder family has become a "part-time worker" for the gang group.

And the design and brand value of Buccellati is the most important thing for the group to buy.

Gang Tai Holdings has already carried out a series of mergers and acquisitions in the gold jewelry industry chain. At present, it has owned the color jewelry Internet sales company, una jewelry, the gold channel and the wedding ring custom made by the bank sales channel and the diamond brand diamond.

Prior to this, Zhou Feng, vice chairman of gang Tai holdings, had said that he hoped to build the top luxury brand of the gang's holding brand with the help of Buccellati's brand culture and product technology.

In addition, personalized customization is also a major direction.

Xu Jiangang, chairman and CEO of gang Tai Group, said in a media interview that private high-end customization will become the core of the jewelry industry in the future, and the design ability of the Buccellati family will help the jewelry business.

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Speaking of Buccellati's expansion in China and around the world, Xu Jiangang is very confident. "The top luxury jewelry brands in the world are Bvlgari, Cartire, Tiffany and Van Cleef & Arpels. I believe that after Buccellati is launched around the world, more people will recognize it, and Cartire and Bvlgari customers will also become Buccellati's customers."

Behind this confidence is the opportunity to upgrade China's consumption and the gradually warming luxury market.

A report by Bain and Ali Research Institute shows that in the next 2015-2020 years, the consumption of the upper middle class and the wealthy will grow at a rate of 17%. By 2020, the number of the upper middle class and affluent families in China will double, reaching about 100 million.

This means that as the world's second largest jewellery market after the US, the Chinese market will also have larger room for improvement with the growth of the middle class in the future.

In addition, according to previous institutional statistics, the global personal luxury market in 2016 amounted to 249 billion euros, of which 17 billion of the total consumption of luxury goods in mainland China accounted for 23% of the total Chinese consumers' purchases of luxury goods, showing the first rising trend since 2013.

A number of luxury group's quarterly performance reports also showed that the second half of 2016 showed a significant improvement compared with the first half, especially in China.

Buccellati is located in the boutique of Shanghai Hang Lung Plaza.

However, although Buccellati has a good reputation in Europe, this brand is still relatively unfamiliar to Chinese consumers, which is mainly related to Buccellati's rather conservative marketing and expansion strategy.

So far, Buccellati has only more than 40 direct outlets in the world.

In Xu Jiangang's view, the problems faced by many family businesses are more focused on product design and research and development, but do not know how to do brand marketing.

Xu Jiangang believes that after Buccellati was acquired by the Lauro Cinquantadue S.r.l. fund, although it has also made the global layout, it is not big enough to invest.

"If he had invested five years or eight years ago, it could have been sold for hundreds of millions of euros now.

In fact, Bvlgari and Cartire are more than ten years old. After opening the Chinese market, they sell 5 billion euros a year, as well as the latest Van Cleef & Arpels. In recent years, they have already achieved hundreds of millions of euros.

We believe that only with big layout and great investment can we achieve the final outcome.

Xu Jiangang said.

Before that, many luxury family businesses were moving from niche to mainstream under the control of capital. Among them, Van Cleef & Arpels, founded in 1906, has gained rapid development in 1999 after being purchased by the group.

In 2000, Van Cleef & Arpels had only 8 outlets and 31 branches, but by May 2016, Van Cleef & Arpels had 117 stores in the world.

In 2005, Van Cleef & Arpels officially entered China. At present, there are more than 10% stores in China.

Similarly, Buccellati will spend a lot of money on expansion of marketing network and expansion of stores in the future.

According to the gang group, the company plans to invest about 1 billion 360 million yuan in the construction of Buccellati marketing network, and will build 88 Direct stores in the Asia Pacific, Middle East, North America and Europe.

Among them, the domestic stores, by the end of 2017, BUCCELLATI will set up two boutiques in Shanghai and Beijing.

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