JNA Sep/ Oct 2021

ADVERTORIAL 8 | JNA Sep/Oct 2021 As platinum cements its position as the metal of meaning among Chinese consumers, Platinum Guild International encourages retailers to develop branded jewellery collections to improve margins and generate new sources of business. 鉑金在中國消費者心中已成為愛與人生中重要時刻的象徵，國際鉑金協會 (PGI ® ) 與零售商攜手， 運用鉑金首飾品牌化策略，提高利潤率並創造新業務。 國際鉑金協會 (PGI ® ) 積極引領鉑金首飾行業踐行品牌化戰略 Branded collections drive incremental growth for platinum jewellery A ccording to a recent McKinsey & Co study, the market for branded jewellery is poised to grow at a compound annual growth rate of 8 to 12 per cent from 2019 to 2025, with branded products commanding prices six times higher than unbranded counterparts. However, only 18 per cent of fine jewellery worldwide is branded. In China, the share of branded jewellery is even lower at 15 per cent. This is set to change as Platinum Guild International (PGI) helps expand branded propositions in the jewellery space. Building platinum’s equity as a symbol of meaning and authenticity has long been a core strategy of PGI. Branded collections play a pivotal role in cementing platinum’s prestigious standing among affluent jewellery consumers in both the bridal and non-bridal categories. Platinum represents love and meaning, which are highly valued attributes of jewellery brands. Branding strategy Over the years, PGI has guided and collaborated with jewellers in developing and marketing branded collections. By weaving together consumer insights and platinum’s unique properties, branded jewellery collections are enabling retailers to meet consumer demand for meaningful jewellery, capture new customer segments and generate additional revenue streams. Platinum is recognised in China as a premium metal for meaningful purchases to commemorate special events. Branded collections support this proposition by imbuing jewellery with perceived intangible values. In line with PGI’s consumer-first approach, designs reflect emotions or messages important to the target segment. Branded jewellery also yields higher margins and new business opportunities, noted PGI. Instead of the usual per- weight pricing of Chinese jewellery retailers, branded collections command per-piece prices as they create value for consumers through meaning. Source 來源 : PGI *Profit margin of selected retailers in September 2020 此處指 2020 年 9 月選取的零售商的零售價與批發價之間的利潤率 Gross margins of platinum retailers in China* 中國鉑金首飾零售商毛利率範圍 Weight-based pricing 按重量計價 29% 34% 61% 73% Piece-based pricing 按件計價