On September 6, jewellery brand Tiffany & Co. (hereinafter referred to as “Tiffanyâ€) held the largest annual marketing campaign in Shanghai. The Beijing Business Daily reporter learned that the Paper Flowers series released this time not only has a product of 2,500 US dollars, but also a high-quality jewelry of 790,000 US dollars.
Philippe Galtié, senior vice president of Tiffany, said: “This is our modern, new generation of jewellery collections, with some interesting elements integrated into the design. This series has different designs to suit different occasions, of course, to adapt Different purchasing power. From the design spirit, we have opened the price range limit, because this is a series designed for daily wear. Of course, there will be some high-priced models for fine and special occasions, the price of these models will exceed Average pricing."
It is understood that before the release, Tiffany had launched a network flash shop on August 16th with the Tmall luxury shopping platform Luxury Pavalion, and sold some of the products of Paper Flowers in advance. This is the first time Tiffany has sold a new product through an online platform in the global market, which can be seen as a practice for its millennial strategy in the Chinese market. Philippe Galtié told the outside world that although the specific time could not be announced, Tiffany is ready to open a power supplier in China next year.
In fact, Tiffany has been promoting its own transformation. In addition to catering to young consumers, it has also opened Tiffany Blue Restaurant and launched high-priced daily necessities to detonate social networks. Subsequently, it opened a new retail concept store and launched various younger Internet marketing content even announced a massive renovation of its iconic flagship store on Fifth Avenue in New York.
According to the data, in the first half of 2018, Tiffany's sales increased by 13% year-on-year to US$2.1 billion. All regions and commodity types achieved growth, with an increase of 11% year-on-year at constant exchange rates, compared with store sales growth of 9%. %, based on constant exchange rate, increased by 7% year-on-year; net profit increased by 38% year-on-year to US$287 million, and diluted earnings per share were US$2.31.
Tiffany's relevant person in charge said that in the future, Tiffany will further promote the modernization of the flagship store, because it represents the Tiffany brand, it is necessary to keep up with the times, and the entire transformation process will be completed in 2021.
According to public information, Tiffany, founded in 1837, is the world's most expensive silverware manufacturer and one of the world's most famous jewelers. It has been named one of the world's 25 luxury brands. In 1960, the famous Hollywood actress Audrey Hepburn starred in "Tiffany Breakfast" named after Tiffany. At present, Tiffany has opened more than a dozen specialty stores in many cities in China, covering brands in the first-tier cities such as Beijing, Guangzhou and Shenzhen.
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