Tanabata Is Going To Be 239 Years Old. Paris Is Going To Talk About More Important Things Than Love.

On the traditional "China Valentine's Day", many luxury brands, especially the jewelry brands that are best at emotional marketing, have been borrowing the "love" trend to exaggerate the theme of romance. And founded in 1780, LVMH group's oldest jewelry brand CHAUMET, Shang Mei Paris, has broken the traditional way of "love holiday marketing".

From July 17th to August 18th, CHAUMET online boutique was released on a limited scale. This is the second time that it has tried WeChat online Pop-up Store. It is also the first time that CHAUMET's Jos three phine, Liens and Jardins have been sold online for the first time.

What is worth mentioning is that "Queen's Eve attraction" is the marketing theme of the online Pop-up Store. This Tanabata, CHAUMET explores not "love" but "Lady CHAUMET", focusing on the "attractiveness". In the interpretation of CHAUMET, the attraction and homophonic attraction of "Qixi" and "attraction" are the unique charm that everyone yearn for, and the premise of all love and romance.

In celebrating the "love" festival, CHAUMET emphasizes the "attraction" of her charm as the theme of campaign, and has a deeper meaning: love is not the only theme of happiness. More important than love is how to become an attractive and better self. The value of women is not reflected by love. A truly happy woman should be like a three prism and reflect different colors with different glamour.

This time, CHAUMET first personified the three major jewellery series on the line out of the three sides and three unique attractions of "Lady CHAUMET":

CHAUMET, this refreshing digital marketing campaign, let us consider the following questions from the "non digitization" spirit and consciousness level.

In the wave of digital innovation of luxury goods, are those "non digitalized" ideological forces more valuable in this era of technology?

When industry concerns are focused on "innovative online play or creativity based on technology application", why does this 239 year old French palace jewelry family still hold the influence and guidance of the brand on women's spiritual and conscious level?

How can we use the art and philosophy of works to present the spiritual strength of luxury goods based on material but also higher than material? Accurately and can we express the spiritual power of luxury brands with the times?

The return of "return to innocence": strengthening the spiritual power of luxury brands

Many industry survey reports show that the top priority of luxury brands in China is to win the favor of the younger generation of China. Of course, the key to winning is not only superficial knowledge of what new approaches they are interested in, what new things they are concerned about, but also more importantly, in-depth understanding of the spiritual level and understanding of what they want to become.

The social role and ideology of the new generation of women in China have changed. They are material independent, more concerned about the inner self, and have a larger pattern in spirit. There are more meta criteria for determining the dimensions of women's value and happiness.

Of course, CHAUMET's concern for female self and value consciousness is not only a keen awareness of the rise of Chinese women's consciousness, but also more importantly, in this era of emphasizing digital innovation, the strengthening of the nuclear power in the brand spirit and the simultaneous interpretation of the times are more of a return to innocence.

To some extent, the essence of luxury goods is similar to religion. It is not only the expensive and exquisite craft on the surface, it represents the dream and spirit, or the strength of a kind of value guidance. High level luxury brand marketing is not only to stimulate the target customer group's "possession expectations", but also to guide their brand spirit.

In the long history of CHAUMET, there are many dazzling labels, such as: the founder is Napoleon's master jewellery, the brand has served many European royalty, the museum exhibits exquisite skills and ingenuity and so on. But those elements that precipitate in historical stories and represent the core power of brand spirit also need a correct and accurate interpretation.

For example, in the view of CHAUMET, in today's society, although the nobility is fading out of the public view, the noble spirit and temperament are worth spreading forever, and can become a common culture that transcends cultural differences.

The queen and princess are the protagonists frequently appearing in CHAUMET's historical stories. At present, they are no longer an identity label, but a female spiritual symbol of the CHAUMET brand: the Queen's fan and Princess heart can be as elegant and elegant as a princess, and can also act like a queen at the critical moment.

The brand spirit of CHAUMET has always been the embodiment of "balance" philosophy, which is also a way to express the nuclear force in the brand spirit with the times.

Combining "spirit" with "material"

At the beginning of this year, CHUAMET first launched the Pop-up Store, and selected the 10000 yuan Liens series of life series to build an online connection with the younger generation. On the first trial sale, CHUAMET received positive feedback from the market, and all products sold out in 3 days.

This seventh day festival CHAUMET online boutique, covering the three major themes of CHAUMET, compared with the first Pop-up Store's works, it has a richer variety, covering necklace, rings, bracelets, earrings and other options. In addition, the price range is also broader, ranging from seven thousand yuan to sixty thousand yuan, which can better meet the diverse needs of different consumers.

From a commercial point of view, such a step shows that in the digital marketing exploration, CHUAMET sees the potential of China's luxury online sales market and the purchasing power of the younger generation. But more importantly, CHAUMET also wants to use a more comprehensive selection of products to demonstrate the integrity of the brand charm, in-depth interpretation of the brand's spiritual core.

CHAUMET is exceedingly good at "expressing the spirit with material, and reposing the spirit to the material", just like the idea of "elegance and style, freedom from heart", which is a complete unity of form and heart, external and internal, material and spiritual. This time, it is the "three CHAUMET" side of "Lady CHAUMET" put forward by "Queen's Eve attraction". It relies on product series to personification expression of the brand core spirit.

1, Lady Jos e phine:

The "Jos e phine coronation love" series is the most recognized work of CHAUMET. Its landmark crown derives from the crown crowned by Napoleon for Queen Josephine. This series is a special work to commemorate the brand inspiration Mousika Josephine queen on the occasion of the 230th anniversary establishment of the brand. In the design of "Jos phine coronation, love" rings, necklaces, earrings and bracelets, they all demonstrate the crown shape.

In the interpretation of CHAUMET which is closer to the times, the crown does not mean the glory of others, nor is it just because of the coronation of love and popularity, but also "self crowning", which represents the "Queen's demeanor" of contemporary women's independence and atmosphere. Confidence and enthusiasm are the foundation of all attractiveness. With the spirit of "modern elegant queen fan", we can open wider space for life.

2, Lady Liens:

"Liens" in French means "connection, connection" and echoes with the "fate" in Chinese. In the history of CHAUMET over the past 200 years, the classic "link" sign in the "Liens" series runs through its antique crown and brooch design. Since its launch in 1977, CHAUMET's "Liens series" life series has become the most popular classic of CHAUMET because of its classic introverted design and rich implication -- "the connection between human beings, the fate of emotions, and the embeddedness of life and life".

The design of bow tie is more gentle than the crown, representing the "gentle and restrained" aspect of women's attractiveness. Of course, its significance lies in the "self independence" between "self, others and the world". The spirit of Lady Liens also implies "unattached and undemanding to fate." when we have a better self, fate will always arrive unexpectedly.

3, Lady Jardins:

The CHAUMET chose the "Bee My Love love nest" series in Jardins to represent the attractiveness of Lady Jardins. "Bee" is Napoleon's symbol of imperial power and lucky totem. The design patterns of bees appear on Napoleon's sceptre and royal robes on many occasions. They are another iconic symbol that reflects the unique historical value of CHAUMET. At the same time, Queen Josephine is also a famous horticulture in French history. "Bee My Love love nest" series of "honeycomb" modeling is also paying tribute to nature with her beloved garden theme.

The natural wind of this series symbolizes the third attractive aspects of contemporary women: natural and free and natural, with both sharp edges and natural poetic feelings. This also symbolizes the third stage of "return to innocence" in the growth of women, and it is still returning to the natural true self and the unchanged nature.

"Conception" in "form"

In recent years, CHAUMET's digital marketing innovation is not only in pursuit of innovation in form and technology, but more importantly, it embodies the concept of campaign and demonstrates the power of brand spirit.

In early November 2018, CHAUMET launched WeChat's "jewel collocation experience" on WeChat, looking for your "Queen fan" game. In addition to the fun of formal fun, CHAUMET highlights the spirit of "crowning herself and being her own queen" in her mind, and extending the charm of Queen Fan Er to every moment of her life.

At the beginning of 2019, the CHAUMET Store Pop-up CHAUMET, which was launched on the line at the beginning of the year, specially provided fans of the brand ambassador Zhang Yixing's "fans special edition" limited time shop page and 107 fans limited edition products. Although there are many forms of innovation, more importantly, CHAUMET also expresses the concept of "connection" through the series of "Liens series", which can be overlapped and independent. This is the philosophy of balance in love and marriage, as well as the way to get along with oneself, others and the world.

In the campaign of Tanabata, CHAUMET invited Zhang Yixing to make special video dubbing for the brand production, which made the Pop-up Store drainage interesting. In the sense of experience optimization, the boutique specially launched the online measurement of hand size and online try on work, and made a 360 degree careful measurement of the front and side of the fingers, so that it could recommend suitable ring hands for consumers, and complete the online trial in the selling style. The process can also satisfy the actual needs of online shopping.

More important than the "fun experience" is that CHAUMET is still passing the idea of "Queen's" attraction, encouraging more women to grow into "Lady Chaumet" with multiple attractions.

In order to show the brand's "inner nuclear force", CHAUMET is still innovating different ways of expression in the Chinese market. In early July, CHAUMET announced that Liu Yifei, the famous Chinese actor, became ambassador to CHAUMET. Since then, CHAUMET will work hand in hand with the two brand ambassadors of Liu Yifei and Zhang Yixing to continue to convey the spirit of "elegance and freedom".

Even the most classic luxury brand, its nuclear power needs the most contemporary interpretation. Author: white feather plus