JNA Awards 2020 - Jewellery Industry Best Practices

JNA AWARDS • 2020 47 such as Wu Xuanyi, Ouyang Nana, Chen Linong and Zhao Pinlin were also seen wearing the collections. These generated positive buzz for the ground-breaking line, resulting in 300 million impressions on various social media platforms, as well as 50 million mentions and more than one million interactions on Weibo. The products also proved to be an instant hit with the post-90s market, which favoured well-crafted designs that carried cultural connotations. As a result, over 15,000 customers bought Filigree Candy items, pushing sales past the US$3-million mark in just six months. Outstanding Enterprise of the Year – APAC In the wake of the COVID-19 crisis, CHJ needed to shut down 90 percent of its stores to comply with widespread quarantine measures. Still, the company persevered and stuck to its commitment, not only to its customers, but to its employees. “We turned to corporate social responsibility in the face of a disaster. There were no layoffs, no salary cuts. This is how we got through this crisis as a team,” says Liao. Instead of employing drastic measures, CHJ chose to pursue innovative solutions to address the challenges brought about by the pandemic. Upper management quickly launched an alternative for consumers who needed to purchase jewellery directly from home while lockdowns were in place. By February, CHJ debuted its smart cloud store, Yundian. Yundian fully integrates a variety of online and offline capabilities into one synchronised platform. Aside from hosting transactions, it is also a one-stop shop for addressing customer queries, managing inventory and monitoring the supply chain, among others. In July, the live broadcast of Yundian attracted 400,000 fans and generated US$1.47 million in Gross Merchandise Volume. By August 2020, Yundian has attracted more than 2.72 million fans. At one point, Yundian was able to move US$300,000 worth of diamonds in the first minute of a quick sale event, and sold over 400 loose diamonds within four hours. Sales revenues topped US$20 million, only two months after its introduction. While much has already been achieved by the brand, CHJ promises to deliver even more innovations in the future. “As a national fashion jewellery brand, we will lead the traditional jewellery industry to a sustainable revival. It is for this reason that we encourage employees to learn from various cultures and communicate with outstanding talents, so that we may inspire more creativity in the years to come,” says Liao. 1. Filigree Candy 2. Playful in Fan 3. Peking Opera 4. Chinese Chromatics 5. Filigree was listed in the national intangible cultural heritage list in 2008 2 3 5 4