JNA Awards 2020 - Jewellery Industry Best Practices

80 JNA AWARDS • 2020 After earning an accounting degree and working at an international auditing firm to jumpstart her career, Nancy Wong formally joined in 2006 the highly successful jewellery business that her father – Wong Wai Sheung – built nearly three decades ago. From then on, this Young Entrepreneur of the Year Honouree never looked back – fully committing herself to Luk Fook Holdings (International) Limited (Lukfook) and its vision as a benchmark for corporate excellence. “I hold various roles that focus on e-commerce, product design and marketing. Each role fuels my ambition of taking our company to new heights,” says Nancy, Executive Director and Deputy CEO of Lukfook Group. A pioneering force in the company’s digitalisation, Nancy established Lukfook’s e-commerce department more than 10 years ago. Since then, the jeweller’s online platforms grew to 16, all of which are focused on the China market. They also contributed eight percent to the group’s retail income in FY2019/20. More than serving as a sales conduit, these platforms are used for a number of marketing initiatives. These included the “On-screen Bomber Challenge” on social commerce platform Xiaohongshu in 2019, an anniversary promotion activity that made 11 million clicks and raised brand recognition among younger audiences, and the “Chinese New Year Five Auspicious Cards” campaign with Alipay, which drew 223 million views. Strategic expansion Inspired by Lukfook’s achievements in the high-end jewellery market, Nancy moved on to conquer other business segments. This led to the development and eventual debut of the Goldstyle and Dear Q brands, as well as the establishment of over 60 physical stores that carried a diversified range of entry-level and mid-range jewellery. Adding a dash of celebrity to the mix, Wong also commissioned actor Li Yi-feng as a global brand ambassador, which resulted in the growth of the brand’s Weibo followers to one million in less than two weeks. Li, on the other hand, was named the “Most Influential Nancy WONG Luk Fook Holdings (International) Limited Category: Young Entrepreneur of the Year (Age 40 and below) Country / Region: Hong Kong 1