软文 JNA September/October 2022 | 9 First introduced in 2019, PGI’s branded collection strategy helped develop China’s platinum jewellery sector and largely drove the rise of branded collections in the country’s jewellery industry. In 2021, the strategy gained ground as PGI worked with trade partners to boost the quality and quantity of branded collections across occasions and categories, from bridal jewellery and gifts to men’s collections and unisex pieces. This year, PGI reinforced and expanded the Pt Moment® Collection to target younger female consumers in China. The collection’s novel designs for 2022 align with its brand narrative of jewellery for empowered women exuding femininity and strength as embodied by platinum. PGI ensures long-term support for the collection, providing retail partners with exclusive, diversified marketing resources and assets that educate consumers on the unique qualities and charms of platinum jewellery, effectively growing demand for the product category. Building winning alliances to drive multidimensional industry evolution In recent years, PGI’s trade collaborations have reached new heights of quality, efficiency and effectiveness. And in 2022, it is intensifying its efforts to assist its industry partners in promoting their branded platinum jewellery collections. At CICPE 2022, PGI showcased the platinum collections of Japanese wedding ring specialist I-PRIMO and leading online diamond jeweller Blue Nile in a dedicated international brand zone at its booth. Moving forward, PGI will actively work with more business partners, leveraging its industry expertise and vast resources to provide them with continuous, multifaceted support as they further enhance their platinum jewellery business. The association is committed to building momentum for consumer demand and exploring new marketing opportunities to expand the platinum jewellery market for the benefit of its current and potential industry partners. It encourages and supports the development of compelling platinum jewellery designs created with innovative technology and techniques to offer consumers a more expansive range of jewellery thereby opening new avenues of growth for the trade. As part of its innovation agenda, PGI also seeks to collaborate with brands outside the jewellery industry to widen the appeal and reach of platinum in the market. 2022年7月，国际铂金协会（PGI®）参展第二届中国国际 消费品博览会（以下简称“消博会”）。作为行业革新先行 者，协会旨在以2022年消博会平台为新契机，展示自身 的创新内驱专业的知识、前瞻性的计划和深厚的资源，以 及国际铂金协会（PGI®）近年来在行业的发展成果，期待 成为行业同仁共同开拓创新业务的最佳合作伙伴。 在这个全球消费精品展示及交易的重要平台上，国 际铂金协会（PGI®）全开放式设计升级企业展位，并在现 场隆重呈献全球首发的“2022铂金时刻®系列”首饰，还 联合合作伙伴设立国际品牌专区。此外，国际铂金协会 （PGI®）与珠宝国检集团（NGTC）国检教育联手在现场打 造铂金古董首饰专区，希望以消博会这个平台作为契机， 为业内人士及有意开拓铂金首饰领域的潜在合作伙伴展 示铂金首饰的魅力及发展机会。 品牌化战略赋能“铂金时刻®系列”新品首发 自2019年，协会即开始践行铂金首饰品牌化战略， 帮助推动铂金首饰市场乃至整个珠宝行业的品牌化发 展。2021年，无论是婚庆或礼赠，还是针对不同性别群体 （包括女性、男性，甚至中性）推出的品牌化铂金首饰系 列，其数量和品质均呈现持续增长态势，有效触发零售商 间良好的涟漪效应。 而此次推出的2022“铂金时刻®系列”新品再升级，不 但延续了“温柔自有力量，因铂金更坚定”的品牌主张，还 向更年轻的女性消费群体推广，同时协会也为该系列长 期合作的零售商提供专属的、多元的市场宣传资源及创 意营销素材，积极增强消费者对铂金的认知和关注度，从 而提振需求，让合作伙伴的铂金首饰业务蒸蒸日上。 团结伙伴合作共赢 多维度推进行业革新 近年来，协会与业内伙伴的合作也迈向了提质增效、 全面推进的新阶段。国际铂金协会（PGI®）也乐于为伙伴 们提供多方位和持续性的支持，助力其推广品牌自有的 铂金首饰系列产品，借此多维度推动珠宝行业的发展。 为此，这次协会在消博会现场与日本定制婚戒专业品 牌I-PRIMO，以及全球知名在线钻石珠宝品牌Blue Nile携 手设立国际品牌专区，以创新设计和革新技术为驱动，将 铂金首饰的坚韧之美展示给广大消费者，帮助合作伙伴 寻求机会推展新业务。 针对新消费环境下的其他行业伙伴，国际铂金协会 （PGI®）也积极发挥其丰富的行业资源与专业优势，提升 铂金首饰产品的设计，开拓营销的新动能和新空间，引领 其它行业伙伴灵活拓展铂金首饰业务。 未来，国际铂金协会（PGI®）将进一步与更多业务伙伴 携手共进，为合作伙伴开拓铂金业务提供多方位、持续性 的支持，带领合作伙伴在产业革新领域不断升级，共同推 动铂金首饰行业的蓬勃发展。 Platinum jewellery from I-PRIMO and Blue Nile I-PRIMO及Blue Nile的铂金首饰
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