Pandora, the jewel upstart that broke out in recent years. Two years ago, it sold 654.38 billion pieces of jewelry with sales of 2.7 billion. 20 16 revenue increased by 2 1%. Today, Pandora is the third largest jewelry brand in the world.
Danish jewelry brand started from a couple's shop.
It took only 30 years from obscurity to the establishment of a huge jewelry empire. Today, it has 100 sales points and more than 2,000 concept stores in more than 0/00 countries and regions on six continents. All the beads are super romantic. Pandora, which comes out seven times a year and produces new products in less than two months, is like ZARA in the jewelry industry. Festivals, cities, constellations, numbers, letters, flowers, lovely things, Mickey Minnie, Winnie the Pooh, Princess Series, Frozen, Beauty and the Beast ... Almost all the hot trends that girls like can be found on Pandora's beads.
Pandora captures the "independence" of millennials? Encourage girls to reward themselves with beads as gifts. Of course, it is also pleasant to accept a gift from your boyfriend. There are so many meaningful festivals that it is definitely a burden for young girls to buy jewelry every time. Therefore, Pandora sells pearls separately, and the recommended overlapping method is very pleasing. What seems to be the style of wearing is actually the marketing brain of the brand. It costs six or seven thousand to wear a bracelet with a dozen beads, but as long as three or five hundred beads are used as souvenirs at a time, it sounds not only romantic, but also much cheaper. You can combine these accessories at will like building blocks.
Pandora's brand added value is not high, and now its brand positioning and customer base have basically solidified. On the circle of the silver bracelet, strings are just romantic girls who can daydream.