PANDORA Keeps Up With The Trend And Releases More Than 700 Different Beaded Beads.

In the past year, jewelry brands

Quietly adding 400 stores worldwide, sales increased by more than 40% over the same period last year. It quickly became popular from the small crowd with its colorful beaded bracelet.

Amid the weakening global jewelry retail market, PANDORA is catching up with the trend, bringing forth new ideas, capturing the hearts of the younger generation with high performance price ratio and opening up the market of jewelry and sleeps.

The popularity of PANDORA and light luxury handbags

It is a little similar to the story of Michael Kors.

It is not only good at selling freshness, but also knows how to tell you a light luxury story.

This is due to a business change last year.

In September 2015, Pandora acquired the assets of the agent Oracle Hongkong Investment Co., Ltd., and now co operates the existing stores. By 2018, PANDORA will fully take over the Chinese business and achieve direct management.

foreign capital

The initiative to "recover power" is often seen as a confidence in the target market.

The data also support this confidence.

In the past year, the brand, founded in 1982, has become popular in China from its colorful Beaded Bracelet in China.

It also quietly added 400 stores worldwide in the same year, and sales grew by more than 40% over the same period. This is indeed surprising considering the gloomy performance of other jewellery brands over the same period.

The Asia Pacific region has the most outstanding performance, and its growth rate has reached 76% in the fourth quarter of 2015, mainly from the performance promotion of Hongkong and China.

It has opened 24 stores in the mainland in 2015.

"China has great opportunities for us.

It is the largest jewelry market in the world, but our business is still very small. "

Its chief executive, Allan Leighton, said earlier that he had been interviewed.

It doesn't look like a traditional jewellery brand, and it can be dominated by light luxury.

It will split the jewelry into bracelet, string ornaments and other single items to be sold separately, beads will be constantly updated, and the style of cooperation with Disney, Dress For Success, and other companies.

Its unit price is lower than that of other jewelry brands.

500 yuan will be able to buy a 925 pure silver bracelet, and the price of pearl beads is 198 yuan.

These beads and bracelets contributed 72% of the turnover to PANDORA.

"Our goal is to provide women with high quality and reasonably priced fashion jewelry."

PAN-DORA China general manager Tang Dong Ni said.

The change took place in 2013.

Although history is not very short, it seems to be more like a brand that young people would like. The store style is fresh, and it cares about emerging markets and online sales, and the style of products is more lively.

7 new products are listed every year, keeping pace with fashion trends, seasons and festivals.

Up to now, it has launched more than 700 different Beaded Beads.

Another advantage of the strategy of "breaking up the whole piece" is that consumers can choose different beads according to their own preferences and become a unique style without having to be limited to the inherent design of the brand.

All this has increased the rate of repeat purchase and is not complicated to implement.

This has quickly won the favor of young consumers with individuality.

Whether it's handbags or jewellery brands, it's all about selling freshness.

Coach and Michael Kors were once rejected by mature consumers for repeating the same story.

A jewellery brand must sell more than 700 kinds of beads.

In store and official website, string ornaments are divided into "traveling", "family", "fairy tale", "occupation", "animal" and so on.

The strategy of free matching makes all of this logical.

When encouraged, no matter what kind of design, people seem to be able to find their own understanding.

"Each pearl of mine represents a story or someone."

Meng Meiling, who works in a bank, describes his collection of PANDORA jewelry.

When she was 29 years old, she first selected herself a smiling little turtle, and felt that this design was like a summary of her life before she was 30 years old. Sometimes she loved to hide in the shell but still moved slowly and hard.

Later, because she was going abroad, she was about to leave her family. She bought a pearl with orange flower and white flower shape to commemorate the memory of her mother taking a walk.

From the first hundred yuan beads, the first bracelet was soon full, and 16 Beaded Beads cost about 5000 yuan.

Most of the friends around Meng Meiling started like this.

They didn't even buy the first Beaded Beads to celebrate something.

Warmth or little freshness is not the only style of PANDORA.

Even in the most intense gift market for jewellery brands.

This Valentine's day, when other jewelry brands are still advertising with love and romantic old expressions, PANDORA's English video has gone a completely different way.

The advertisement, entitled "Valentine's Day puzzle", describes a group of men who are crazy about their girlfriends or wives. At the end, they write, "give you second chances."

Will Burns, a brand consultancy, thinks that this is the marketing method of PANDORA, which is different from traditional jewelers. "Life is not perfect.

Exaggerating the problem will not alienate the audience, but only connect them.

In order to help people conveniently label their lives with jewellery, Pandora also launched a ESSENCE series.

It names each bead directly with "care", "dignity" and "love" and gives them a completely different symbolic meaning.

This series of beads is not common with other PANDORA series, which means that you have to purchase specialized ESSENCE bottom chains to string them together.

As for the bottom chain, it can be divided into 4 types: leather cord, bracelet, bracelet and necklace according to material and form.

There are too many choices.

Many bracelets and necklaces have become the most popular way of collocation.

PANDORA's official website and brand online monthly contain numerous trend information and collocation guides.

PANDORA China's official website has also launched a design tool for bracelet and ring so that consumers can match, browse and share their designs online. It's a bit like NIKEiD inviting consumers to make shoes.

In the first 11 months of 2015, the number of visits has reached 104 million.

Like Starbucks, the introduction of limited theme products in different cities is another marketing method of PANDORA.

A Eiffel Tower beads with the word "Paris" can provide a memory for a trip to Paris.