Double 11 is around the corner, the long-awaited annual shopping festival in China. This year, the festival is more luxurious than usual with top designer jewellery brands joining in for the first time such as Van Cleef & Arpels, Boucheron, Graff and Pomellato.
In preparation for Double 11, many luxury jewellery brands have launched their first flagship online store on Alibaba’s Tmall platform earlier this year. Their strategies for the upcoming festival are different from that of mass brands, they focus on the pre-sale of limited editions with interest-free instalments and tailored services to attract and retain online shoppers.
This digitisation of top jewellery brands’ products is changing the luxury experience in China. In the past, people had to go to a front store for after-sales services, which can turn the experience into a tiring one as time is taken to assess and converse with the sales assistant.
However, with these top brands joining Double 11, consumers can enjoy all the benefits from the comfort of their homes creating an easier and more convenient shopping experience. For example, this year, Tmall allows its users to attend luxury watch shows online and try the products through AR technologies. This new technology provides the consumer with the one element they would usually miss from a face-to-face sale, namely that of trying on the watch.
For high-end jewellery brands, joining e-commerce platforms is a smart move to approach Chinese consumers who are more and more frequently shopping online.
According to the Boston Consulting Group, people born between 1990 and 2000 account for 50% of the Chinese luxury consumers, with these youngsters embracing online and live stream shopping, something that was reinforced during the pandemic. These factors make digital marketing a better choice to promote products and enhance brand image in China, ensuring the marketing message hits home to the target demographics and therefore they see higher levels of sales.