JWA 2021 Jewellery Industry Best Practices

“The pandemic compelled us to work even more vigorously on this project. It became very clear that we had to digitalise our business to cope with the crisis,” adds the company, which has been listed by World Brand Summit as one of “China’s 500 Most Valuable Brands” for 16 consecutive years. To accomplish this, CHJ developed smart retail channels that could carry its products on both private and public online platforms. The digital transformation also enabled it to effectively manage inventory, fulfil orders, and even address customer complaints and inquiries in real time. “It only took us two months to launch Yudian, a WeChat mini-programme that supports our offline outlets,” shares CHJ. “With this digital tool, users can place an order from any of our physical stores – anytime, anywhere.” CHJ also partnered with Tencent Smart Retail for two synchronised live broadcasts that brought its products closer to millions of customers. Eventually, the company livestreamed sessions on TikTok, Taobao, Xiaohongshu and other social media platforms. It collaborated with popular celebrities such as Qi Wei and Wu Xin to create brand awareness among new audiences. ONLINE SUCCESS On top of garnering over 10 million interactions, CHJ sold US$11 million-worth of jewellery during its Tencent live broadcasts. Subsequently, a joint livestream resulted in the record-breaking sale of 8,000 jewellery pieces in 15 minutes. By the third quarter of 2020, these videos had reached more than 150 million viewers on TikTok and Kwai alone, and have translated into almost US$47 million in sales. These targeted social media and digital efforts contributed to the company’s US$500- million operational revenues for the year. It even helped double the number of CHJ members to 10 million individuals. Indeed, not even a pandemic can stand in the way of CHJ’s growth. “Omnichannel marketing is an important element, not only in entering the digital era, but in ensuring long-term brand growth. Through these live broadcasts and apps, we were able to create synergy between online and offline channels, which, in turn, allowed us to explore new ways to grow,” says the Jewellery World Awards Honouree. 1. Wind and Rain Bridge 2. Filigree Veil 3. Bamboo 4. X-stone 3 2 4