1, brand positioning: Van Cleef & Arpels is an international first-line brand with higher brand positioning, higher grade than Cartier and relatively expensive price. Van Cleef & Arpels enjoys a high reputation in the field of jewelry and watches, and its products are famous for their excellent craftsmanship, innovative design and high-quality materials. The brand value and popularity of Van Cleef & Arpels make the products have a higher premium space.

2. Product category: Van Cleef & Arpels has more product categories than Cartier. Van Cleef & Arpels has launched many classic and unique works in the field of jewelry and watches, each of which has been carefully designed and made, and has high artistic value and collection value. Van Cleef & Arpels' product line covers all kinds of jewelry, haute couture watches and luxury accessories, and the rich product line provides some support for pricing.