ADVERTORIAL软文 JNA September/October 2024 | 65 Through a combination of technological innovation and strategic marketing, Platinum Guild International (PGI®) has successfully improved platinum production while creating robust demand for platinum jewellery in China. In its 2024 Platinum Jewellery Business Review, PGI laid out concrete ways to effectively highlight the unique value of platinum along the supply chain as well as explore new business opportunities. At the end of last year, PGI China unveiled a fiveyear ambition to position platinum as the "preferred business differentiator" within the jewellery industry. PGI China Managing Director Pui P. Poon said, “To realise this, our first 5YA, PGI led various technological advances in China's platinum jewellery industry with the introduction of new alloys, 3D printing technology, cutting-edge industrial applications and breakthrough designs. Also, we are proactively raising awareness of platinum among various stakeholders.” Strategic approaches In China, PGI promotes innovative techniques by building platforms such as Platinum ABC, PGI’s proprietary content platform. PGI also works with relevant companies, schools, laboratories and fabricators to push the platinum agenda in China. To target Generation Z consumers, PGI expanded occasions where buyers can wear platinum jewellery. It likewise implemented innovative and diversified marketing approaches. PGI also enhanced its sales and communications channels by establishing multiplatform branding strategies that integrate online experience centres with offline showrooms. To that end, online and offline training of sales associates are integral to last-mile conversion to ensure that platinum jewellery gets into the hands of target consumers. In addition, PGI led the implementation of Environmental, Social and Governance (ESG) standards in the platinum jewellery sector. It spearheads initiatives focused on environmental protection and talent incubation that contribute to the long-term growth and sustainability of the industry. PGI also rolled out its core strategy, Bridal+, for 2024, with an integrated online and offline campaign in collaboration with trade partners in China. This includes creating relevant talking points on social media platforms and hosting activities that celebrate love and affection during key shopping occasions. These initiatives help promote the emotional value inherent in platinum to better resonate with consumers. Moving forward, PGI remains committed to advancing China’s platinum jewellery industry with innovation-driven strategies to emphasise the superiority of platinum, provide business differentiation for its trade partners, and unlock further growth opportunities for the jewellery industry as the market recovers. 国际铂金协会(PGI®)在中国实行了一系列战略措 施，推动珠宝业的技术创新和市场营销，提高了 铂金生产的质量，同时创造了市场对铂金首饰的 强劲需求。 在2024年《铂金首饰年度商业评论》中，PGI阐述如何通 过在铂金首饰的生产、制造、设计、体验等环节，放大铂金首 饰的差异化价值，挖掘市场潜在商机。 PGI中国区董事总经理潘佩佩说：“我们去年成功完成了 上一个五年目标，为了实现这目标，PGI在中国铂金首饰行 业引领了多项技术进步，推出了新合金、3D打印技术、尖端 工业应用和突破性设计。我们还积极提升各行业合作伙伴 对铂金的认知，并启动全新的五年规划，即‘让铂金成为优 选的珠宝差异赋能者’。” 战略措施 在中国，PGI致力推动“创新技术”，打造了Platinum ABC 和铂金设计光谱技术论坛等平台。此外，协会还与相关公 司、学校、研究机构以及制造商合作，共同推动铂金首饰在 中国的发展。 为了吸引Z世代消费者，PGI扩展了佩戴铂金珠宝的应用 场景，并采用了“创新”和“多样化”的营销策略，探索多元化 营销新路径。PGI携手行业伙伴，通过创建多平台多维度的 品牌化沟通，将线上体验中心与线下展厅相结合，从而全面 升级销售与传播渠道。因此，线上和线下对销售人员的培训 是实现最后一环转化的关键，以确保消费者喜爱并购买铂 金首饰。 此外，协会积极引领行业践行环境、社会和治理标准， 投身于环境保护和人才孵化等项目，为行业长远发展积极 蓄力。 在2024年，PGI以“婚恋+”为市场推广的核心策略，联合 全行业伙伴在中国发起了整合线上线下的全域营销，在热 门社交媒体平台打造丰富情感话题，通过多种创新组合模 式在全年重要婚恋购物节点制造亮点，突出强化铂金情绪 价值，引发消费者共鸣。 展望未来，PGI将继续以推动铂金首饰行业为己任，实 施创新驱动战略，突出铂金的差异化特质，为合作伙伴提供 业务差异化，并在市场复苏期间为珠宝行业拓展更多发展 空间。 Platinum Guild International (PGI®) showcases how it creates jewellery demand 国际铂金协会(PGI®)解析如何有效创造铂金首饰的市场需求
RkJQdWJsaXNoZXIy NjAxOTU=