In recent years, the increasing demand for luxury accessories in China has made many luxury brands see the consumption potential of China. Therefore, more and more luxury goods are aimed at China. Louis Vuitton held a fashion show in Shanghai, Gucci chose Shanghai as the first stop of the100th anniversary exhibition, and Dior also held a fashion show in Shanghai. It can be seen that the main market of luxury jewelry is no longer overseas or Europe and America, but gradually moved to China.
Van Cleef & Arpels has been preparing for this for a long time. Their ambitions can be seen from the art center they set up in Hong Kong and following the footsteps of Cartier and other brands on Tmall platform.
Van Cleef & Arpels couldn't wait to settle in China, and China was greatly affected by the epidemic. Under this catastrophe, they saw that under the digital background, China's luxury consumption potential also made them shift their focus to the China market.
As a luxury item, Shanghai's first stop in Chinese mainland and overseas is the first step for them to gain a firm foothold in their development. That's why they attach so much importance to it and can't wait.
On the bright side, Van Cleef & Arpels said that this is to provide a learning platform for people who love jewelry. But in fact, they are not. They tried to expand the influence and popularity of their brand in Chinese mainland and let more people see the brand. Simply put, in order to increase the affinity of the brand, their main audience is the rich. But they want those rich people to be psychologically more willing to spend money on things.
In a word, getting up early is not good. Van Cleef & Arpels chose to land in Shanghai because it saw the strong consumption power of China, so it chose this way. Although they have established a good cooperative relationship with Tmall at present, due to the impact of the epidemic, their overseas sales are somewhat bleak, so they want to make further money at home to make a living.