Pandora (Pandora) Launches A New Series Of Chinese Elements Peach Blossom

Danish jewellery manufacturer Pandora (Pandora) recently launched a new series inspired by traditional Chinese elements to revive its market position in the world's largest luxury market, China.

The series, called "peach blossoms", was first launched in China on Wednesday.

Inspired by peach blossoms in the spring, it combines different styles of flowers, including bracelets, rings, earrings, necklaces and so on, with prices ranging from 368 yuan to 3828 yuan.

Peach blossom in Chinese traditional culture contains multiple meanings, symbolizing love, good luck, wealth and so on.

Each product has its own name, such as "flower clusters", "flowers blooming", "peach blossoms", "peach blossoms", "flowers blooming" and so on.

Pandora Kenneth Madsen, Asia Pacific director, said that the "peach blossom" series is the first time that the company has customized its products for a specific market. This is also a new attempt to customize the future series.

Success in the Chinese market is crucial to Pandora.

After 10 years of substantial growth in sales, the company suddenly stopped growing last year, with its market value shrunk by more than half, and its CEO resigned.

Pandora pointed out that sales of some old stores in the Chinese market declined last year, and promised to take measures to improve performance, such as reducing the average retail price in the Chinese market by 15% to curb sales in the gray market.

Kenneth Madsen said that the introduction of a new series in China is part of the reform.

"Chinese consumers like international brands, but they also appreciate special designs based on Chinese elements," he said in an interview.

The Pandora, which is famous for its customized hand strings, will push ahead with the marketing plan after the launch of the new product on Wednesday. It will display 210 new stores in mainland China and about 40 stores in China's Hongkong, Taiwan and Macao.

Pandora will also advertise the "peach blossom" series on social media and e-commerce platforms, such as Tmall (T-mall) and WeChat stores, and will carry out other promotional activities in major cities.

In a recent report, Bain & Company, a Bain consultancy, said that international luxury brands losing market share in China often fail to interact effectively with the Chinese millennials on social platforms.

In response, Kenneth Madsen said: "the challenge we face in the Chinese market is that everything is developing at an alarming rate, and we can hardly keep up with it."

Kenneth Madsen predicts that the "long peach blossom" series will occupy a large share in the sales of Chinese market in Pandora this year.

Last year, Pandora sales totaled 22 billion 800 million DKK, of which China's sales grew by 26% to 1 billion 969 million DKK.

Author: Jin Daiqian