LVMH'S Palace Jewelry Watch Family First Tried Online Sales In The Chinese Market.

LVMH group has the longest history of luxury jewelry brands.

Shang Mei Paris has also made a milestone in its close ties with young consumers in China and exploring digital innovation. From January 16th to February 16th, the "CHAUMET marginal life official Limited shop" was officially unveiled in the form of WeChat Store (Pop-up store).

This is also the CHAUMET - the French palace with 239 years of history.

The first time in the Chinese market tried to sell online.

On the two day of the limited time shop, it has received positive feedback from the market, and some styles even sold out on January 16th.

According to the world clothing shoes and hat net, in early 2018, CHAUMET global president Mark Mansvit MANSVELT said in an interview that CHAUMET will face the open mind in the face of the digital age. But it takes time to prepare and enter the field in an appropriate way and attitude. We need to think deeply and do not have to worry about it. Jean-Marc

High-end

CHAUMET is not the first to sell online jewelry brands.

Unlike some of the luxury brands that are on the line and are doing massive digital marketing and sales activities, CHAUMET's digital innovation has been gradual and clear, steady but not conservative, and innovation is not aggressive.

In 2015, CHAUMET began to explore the use of digital innovation to bring better service and new experience to young users and actively interact with them.

From the "online trial of wedding experience" to the 2016 H5 game, "black your cell phone for 2 minutes, play it", and then to 2017, the VR big movie "all past is prelude", and the "immersive jewelry matching experience" launched in 2018, looking for your "Queen fan" H5 game, in the balance of inheritance and innovation, CHAUMET has always maintained its sense of rhythm.

Expanding from online marketing to "sales + marketing" is the inevitable rule of the market.

But unlike ordinary fashion brands, there are bound to be more complex considerations in the development of luxury jewelry brands to online sales.

For example, what kind of time should we choose to test the first online sale? How should Pop-up Store innovate in order to attract the attention of young people? A luxury luxury brand known for its royal lineage, exquisite workmanship, precious crowns and handed down wedding rings will be able to fully express the spirit of brand and meet the needs of online consumers for "price, taste and value".

The strategy of CHAUMET is just like the classic link symbol "X" of the "Liens series of life series" that is launched online. It uses "1+1" to stack up the power of convergence and establish a deep link with the younger generation.

"Carefully considered creativity" X "aiming at the sincerity of demand"

"Younger generation" has more diversified demands for jewelry products. Gifts and self reward are both occasions.

Therefore, in the holiday season spanning "festive Spring Festival and romantic sweet Western Valentine's Day", on-line Pop-up Store can better cover their diverse needs.

In addition, the four items selected on the line of Pop-up Store, the price up and down of 10000 yuan also made the acceptance of young people higher and easier to become the beginning of their deep cognition brand.

Luxury brands choose online shops with limited time shops. Their basic purpose is to accurately capture user profiles with the best cost, accumulate experience for long-term online sales, and create topics to attract young users' attention.

Most of the design forms of Pop-up Store also revolve around new interesting and star drainage strategies.

But CHAUMET's more consideration is, apart from creative thinking, what real needs can we solve for young consumers?

1, ordinary Edition + Special Edition:

The most classic story also needs the most suitable expression.

CHAUMET has had more cooperation with Chinese stars since 2016.

Zhang Yixing, a music producer, singer and actor, is one of CHAUMET's brand friends for many years. He became a CHAUMET Ambassador of Paris Shang Mei in December last year.

The popularity of Zhang Yixing in the younger generation of China has widened a wider customer base and more attention for CHAUMET.

In August 2018, Zhang Yixing released the first pure music single MV, "the ocean of fate". This is the Pop-up Store's main theme of CHAUMET's "Liens edge series Life Series" Huan yuan theme necklace as a token, a series of whole MV, telling a love story about fate.

After the release of micro-blog, the video received 17 million 410 thousand views, with a comment volume of 242 thousand and a forwarding capacity of 1 million 120 thousand.

So the online shop limited by the CHAUMET design has a general version of the popular group, and a special edition of Zhang Yixing fans.

In the special edition, page design has deliberately chosen the MV picture of "fate ocean" to make fans more cordial and sympathetic, and meticulous to satisfy their psychological and visual experience.

2, 107 special limited funds:

On line "Pop-up Store", luxury brands will launch "limited" products in a timely manner, and promote product sales with the concept of scarcity.

CHAUMET's limited product setting mainly considers how to better satisfy customer needs and optimize service.

In addition to the traditional style, the sale of the works includes 107 pieces (Zhang Yixing's birthday is October 7th), "CHAUMET Zhang Yi Xing special lettering limited money", for example, the "red" lacquer art has a "Xback" (behind the Zhang Yixing fan group collectively called Xback) behind the work, and the Pearl mother shell is inscribed with "LX" (LOVE XING abbreviation) behind the work.

The origin of the special fund comes from the marketing activities of CHAUMET Zhang Yixing's ocean of fate in 2018.

From August to December last year, Xback purchased the Liens necklace, which can be ordered free at CHAUMET's official store.

But at present, CHAUMET stores can not penetrate into all cities in China. Many Zhang Yixing fans leave messages in the official social media, expressing regret that they can not enjoy special services.

That's why this special edition of "aiming at precise demand" has been launched.

Digital change, of course, is not just to make luxury brands look young, but more importantly, to act more quickly in response and investment in all aspects of the value chain.

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"Thick inheritance of history" X "fit the spirit of the times"

The choice of "right" entry is recommended to the younger generation, which is technology and art for senior luxury brands.

First of all, entry money should be able to be "affordable and accessible" to the younger generation in terms of price, but also worth "value for money and materials".

1. Innovative design from antique collection.

The style design of "Liens series Life Series" selected by CHAUMET is not a whimsical fantasy, but a creative work based on historical precipitation.

Back to the history of CHAUMET 200, the classic "link" sign runs through its antique crown and brooch design.

For example, in 2017, CHAUMET's "brooch in Scotland," the "Scotland bow tie" brooch, which was held at the the Imperial Palace in Beijing, was the idea of "link" logo.

In 1977, CHAUMET's "Liens series Life Series" was officially born. It has now become a large family that covers rings, pendants, earrings, bracelets, drills and watches, and is the most popular classic in the CHAUMET product series.

Of course, with the change of times, this logo has evolved more lightness and simplicity, with more colorful choices, and more fashionable mosaic materials such as lapis lazuli, turquoise, pearl shell and so on.

2, design symbol is also a philosophy of mind.

"Liens" in French means "link and connection", echoing the "fate" in Chinese.

But the philosophy of "connection" expressed by CHAUMET is a broader link: it represents the connection of human beings, the fate of emotions, the embeddedness of life and life, the vitality of mutual mingling, and the connection with oneself, and the spirit of independence and self confidence in blending.

Just like the symbol "X", we should overlap each other and be independent of each other.

This expression is not only a philosophy of balance in the relationship between love and marriage, but also a way of wisdom with oneself, with others and with the world.

The delicate diamond embedded in the center of the 18K rose gold "X" logo also expresses the meaning of "all external extensions must be blended with the original self", which is in line with the brand spirit of CHAUMET brand "elegant and comfortable".

Therefore, CHAUMET's insight into the "millennial spirit" is not "novelty, fun and excitement" on the surface.

Intelligence is the wisdom of the movement. The younger generation wants to be independent and eager to connect closely with the outside world.

As a gift for Spring Festival or Valentine's day, or a gift to share with loved ones, it is necessary to manifest deeper meaning of life on matter.

3, "both form and spirit" to pay tribute to Chinese culture.

Chinese young people are increasingly proud of their national culture and their sense of belonging. Many overseas luxury brands often use various "Chinese elements" to get close to them, especially in the traditional Chinese New Year.

However, some of the applications of "Chinese style", such as simply superposing Zodiac elements or traditional totem patterns, are superficial designs, and do not really dig out the inner charm of Chinese culture "implicit and ingenuity".

It is good at expressing deep CHAUMET in introvertion. This online launch of the "Liens life series Huan Huan theme" Qian Hong lacquer Bracelet / Pendant "is paying tribute to Chinese culture in its own way.

The "X" modeling and diamond inlay of the neat metal lines are the craft of French jewelry; the warm colors of the symbols are "Chinese red", which is the ancient Chinese lacquer craft.

The traditional Chinese ingenuity is reduced to modern jewelry design. The integration of Chinese and Western cultures is natural and unobtrusive.

CHAUMET is a luxury brand that is good at "balancing art". As Jean Mark Mansvit said in a previous interview, "CHAUMET is going to come from history and become part of the present age." CHAUMET is bound to understand the wisdom of blending, to balance and create new, ancient and modern, type and heart.

And, how to make the history of deep precipitation in the modern digital innovation, to reproduce the brilliant brilliance.

CHAUMET's product spirit is also its brand strategy philosophy.

In the digital innovation of Pop-up Store, it not only wants to create topics and attract attention, but more importantly, to explore new ways to serve the needs of the younger generation, and to create spiritual resonance and connection with them, just like the classic symbol "X" of the Liens series.

Because it is more important than simply prying up the purchasing power of young consumers, to be able to open up the brand to follow in the future.

More interesting reports, please pay attention to the world clothing shoes and hats net.