SWAROVSKI Opened The New Concept Flagship Store, China'S First Store Opened In Chengdu.

Since the opening of Chengdu Ocean Pacific in 2014, the number of brands entering here has been increasing.

In January 18, 2019, SWAROVSKI, a jeweller in Austria, formally joined the company.

When the dragon dance lion team and the brand spokesperson of the Asian region emerged, the wandering pedestrians stopped and blocked the lane of Taigu lane.

The shopping guide is obviously ready for this *. They have guided the guests to visit the red Swan and the miniature pig jewelry series for the Chinese New Year.

The walls beside the checkout stand are displayed on SWAROVSKI's classic crystal pens, and some classic products are placed in the glass closet in the middle of the shop.

VIP customers are busy walking through the Austria ice cave corridors, climbing up 10000 SWAROVSKI staircases filled with crystal, and arriving at the two floor to register for gifts.

SWAROVSKI new concept Crystal Hall

The surging crowd seems to be verifying the rationality of the location of the new store.

"For us, the volume of business in Chengdu ranks third in the whole country, and brand recognition is also very high here."

Joan Ng, executive vice president of marketing and marketing, executive director of SWAROVSKI, said the interface fashion.

In fact, this SWAROVSKI new concept crystal Xuan is SWAROVSKI's first China and the world's second attempt to integrate into the new retail concept.

Prior to that, the first SWAROVSKI global new concept Crystal Hall was opened in Oxford street, London, where digital equipment was added, such as the establishment of virtual jewelry district and self interaction zone to optimize the local customers' store experience.

The same concept is also the strategic focus of this flagship store in Chengdu. Consumers can take pictures of most rings, necklaces and other products sold in the try shop through the electronic screen on the wall.

In addition, the brand also invited the Chinese local light and shadow artist Juju Wang to carry out store design. Through laser cutting and wall refraction, the brand enhanced the interaction and visual experience of people and space.

These changes in detail are aimed at better adapting to the demand of Chinese consumers for Internet and social media.

According to Joan's introduction to the interface fashion, customers nowadays do not want to be interrupted by shopping guide, so the brand must learn to give consumers more space, which means that jewelers need to change their past display methods or help consumers find products and promote consumption through technology.

SWAROVSKI executive director, vice president of marketing and marketing, Joan Ng

However, the new concept store is still in the test stage, and its expansion rate has not been determined yet.

Joan said: "through the UK stores, we are also watching consumers' reactions to see whether these experience devices can help customers find what they want, and whether the search process is easy enough to operate, so the software is revising every year.

A good digital device is to help people choose, not to put all products in. "

For two years, SWAROVSKI really intends to accelerate business innovation and expansion worldwide.

In January 2018, Bloomberg published an article saying that as the fifth generation successor of the Crystal Kingdom set up in 1895, Nadja Swarovski, the leader of SWAROVSKI, said in an interview that IPO listing can help the company expand in the future. This is not just an armchair talk, but the family has often brainstorming it for this purpose.

Over the past year, SWAROVSKI's listing plan has not announced any new progress, but the digital strategy has been in full swing.

After witnessing the rise of Amazon and Alibaba, the first female manager who appeared in the board of directors of the company firmly believed that jewelers should cooperate with e-commerce providers, especially when luxury goods companies LVMH and Kai Yun group began to establish new e-commerce websites in China and other countries.

China is very important for SWAROVSKI.

According to the data at the beginning of 2018, SWAROVSKI's annual sales volume was about 3 billion 400 million euros, of which the crystal business accounted for 2 billion 600 million euros.

In addition to jewelry, it is also expanding the category of home furnishing, glasses, perfume and other products. It has more than 2800 stores in the world, besides the jewelry industry in the United States, Austria, Thailand, Vietnam and India.

China is its biggest market.

Especially in the UK and other European markets where consumer confidence is in the doldrums, it is particularly important to adjust the geographical focus of business operations.

For example, according to Evening Standards, SWAROVSKI's sales in 2017 dropped by 10.6%.

The digital equipment in the store can be used for consumers to try jewelry by taking pictures.

The scale of SWAROVSKI's business in China has been built in nearly 40 years.

In 1980s, SWAROVSKI entered the shop windows of some big cities in China and opened an independent counter in 1990s.

By 2010, SWAROVSKI opened the first flagship store in the mainland of China at the Peace Hotel in the Bund, Shanghai, surrounded by luxury luxury stores and the most exciting crowd.

According to the first financial weekly report in 2010, although SWAROVSKI never categorized itself as "luxury", the price of products is still away from luxury jewelry, but if Chinese consumers want it to be a luxury, it will not oppose it.

The importance of this elegant and high-end brand strategy at that time even exceeded the channel of vigorous expansion. Later, it proved that the strategy was applied very successfully, which made the brand of the original price once left an impression of "advanced" and "timely" in the minds of Chinese consumers.

By 2016, China formally surpassed the United States and became the largest market of the brand.

But in recent years, with the growth of China's new generation of consumers and changes in the market environment, SWAROVSKI is also facing brand renewal problems as well as other fashion brands.

The arrival of Pandora's silver beads has attracted some 80 and 90's consumers. On the other hand, the strong purchasing power of the Chinese younger generation is prompting people to turn to overseas to buy more personalized and high-end products.

SWAROVSKI must find young consumers and re attract them.

In 2015, it began to actively enter Tmall, Jingdong and other electricity supplier channels, and joint platform against counterfeit products, in order to maintain brand reputation.

In recent years, it has begun to contact new customers through WeChat applet and Xiao Hong book. "No matter the millennial generation or the Z generation, past department stores and flagship stores attract people who already know us, but they can reach new people."

Joan expresses its interface fashion.

On the other hand, the introduction of a more high-end jewelry series is also one of the key strategies. This is also the way SWAROVSKI wants to retain consumers looking for high-end accessories.

This way can respond to the purchase needs of some of the existing customers, but also adds another scale of profit to SWAROVSKI, which has doubled the market size.

Nadja told Business of Fashion in 2013: "brands are hit by cheap crystals made in China and wholesale businesses are being eaten up.

Therefore, the production of higher value-added and more cutting-edge products will ensure SWAROVSKI's healthy profit margins.

A more diversified product strategy is based on the in-depth exploration of Chinese consumers' preferences. SWAROVSKI therefore has a team specializing in local culture and consumer preferences.

"We have brand positioning, which can not be changed, but we can do more localization. Only by respecting the local market, you can't do what you should not do."

When asked about the marketing crisis that many fashion brands have recently suffered from cultural misunderstanding, NG replied.

In 2019, SWAROVSKI's strategic emphasis will be mainly on three aspects: channel expansion, business development and social media enhancement.

In addition to further strengthening online and offline integration and optimizing the CRM system, it will also pay more attention to the same store growth of each store.

"We know that it's dangerous to increase retail sales by opening stores."

Joan said.

In August 2018, SWAROVSKI just opened a flagship store in Taigu, Sanlitun, Beijing.

Author: Zhou Zhuoran