On September 6, commercial and transportation center of art of Shanghai the people's livelihood is illumed by whole blue, the couch of the park, subway stands in the center of new York the doodle wall of the automat inside and street was gone to by translation in the classical structure of yellow riverside river bank, each going to caller person ases if place oneself new York.
This is Tiffany of brand of American extravagant gem&Co. (later development abbreviation " Tiffany " ) for brand-new Tiffany Paper Flowers? Beautiful charm series (later development abbreviation " Hua Yun series " ) held work news briefing, before the spot still invites the one numerous star such as Ni Ni of spokesman of Chinese area brand, will aid blast.
Beautiful charm series is a brand the first gem set that Reed Krakoff of presiding and artistic official designs, was in new York to be released first in May this year, design inspiration comes from paper-cut art, it is the series that the brand covers high-quality jewelry and showily gem first times.
Rose on September 1, beautiful charm series begins put on sale in Chinese door inn. And before this, tiffany has issued luxury at adopting day cat standard on August 16 exclusive channel Luxury Pavilion opened to booking this series part to be tasted newly, shifted to an earlier date full than the put on sale below the line half month. This is Tiffany tries waterline to go up to show inn quickly first, also be to pass put on sale of the platform on the line to be tasted newly for the first time. This one act is regarded as Tiffany to embrace the signal of electric business actively likewise, also with Tiffany thrust " whole trench shopping experience " in step.
"Whole trench is helpful for Tiffany be being touched effectively amount to more extensive China consumer " , é of Philippe Galti of Tiffany senior vice president is being accepted " luxuriant annals " when the special interview so say, at the same time he discloses, tiffany plan opens official report business formally at was in China 2019.
Fall as to the line, according to the view of Philippe Galti é , tiffany is continueing to sink to 23 lines city of China, had opened new store in the city such as Suzhou, Hefei, Changsha. And in door inn on retail service, first selection Shanghai and Beijing two cities, offer for consumer more interesting brand-new consumptive experience.
"Whole trench " the one part that is Tiffany first strategy, return relevantly to it include to update inn of door of product, improvement to display etc. From the whole world is offerred in new York Blue Box Cafe of the first cafes lets " Difuni's breakfast " walk into reality, to Everyday Objects (household is decorated) the costly commodity of series causes heat to discuss in gregarious media, arrive again release brand-new gem series; From the whole world inn of new retail idea is in first Style Studio London begins, provide most to large-scale face-lifting differentiate spent new York store of flagship of the 5th highway, tiffany is advancing his to become stage by stage " new generation is costly gem brand " the company wishs scene.
Look at present this wishs scene effect already saw first, the newest money bulletin that Tiffany issues shows: On 2018 half money year Tiffany clean sale grows 13% to come compared to the same period 2.1 billion dollar, all areas and product category all achieve growth. Among them Asia-Pacific area clean sale grows 28% to come compared to the same period 629 million dollar, performance of big China district is superior (detailed sees " luxuriant annals " report: Tiffany newest money signs up for: New politics effect sees first, market of Chinese United States two flourishing, can climb considerably than door inn sale litre) .
China already became Tiffany whole world the 2nd big market
" diamond industry had an insight into 2017 report " show, chinese mainland has made the whole world gem of the 2nd big diamond consumes the market. To Tiffany, china also is his the 2nd big market in the whole world. Activity that day, é of Philippe Galti of Tiffany senior vice president (next graphs) accept in Shanghai " luxuriant annals " special interview. Around Tiffany the channel below the line on Chinese line is extended and sale action, and the issuance that new series is in China, shared Tiffany Philippe Galti é is thorough and straight-outly to be in China the strategy of the market.
[Philippe Galti é is Tiffany&Co. Branch of international sale of Buddhist nun of Fu of the base of a fruit is advanced vice-president, the shop of the operation of company of area of responsible Europe, middle east, Africa, Asia-Pacific, Japan and whole world is designed and client of operation of program, sale, whole world manages manage with whole trench. Philippe Galti é joined Tiffany 2015, hold a post 15 years in Cartier before this, have successively held the posts of China, Korea, southeast Asia and Japanese area controller and international retail chief inspector. ]
It is the special interview memoir after the course arranges below:
Luxuriant annals: Tiffany this together does day cat roll out a line to go up to show inn backside quickly to having first what kind of think?
Philippe Galti é : Tiffany can serve for Chinese client through a variety of means, because Chinese market is very main to Tiffany. Chinese client all over the world for, understand oneself requirement most, at the same time they also are most perfectness to digitlization crowds.
Instantly, we always follow China digitlizes a process. The gregarious media such as small letter and small gain is very important, channel goes up from the line in the meantime for, day cat such platform also nots allow to ignore, this also is we and this day cat collaboration online release brand-new one of reasons of Hua Yun series. Current of course we are online go up the product that roll out is finite, in because we still are in in electric business domain,be being extended stage by stage.
Inn of Tiffany China door already amounted to 34 domestic general to continue to send force report business and 23 lines city
Luxuriant annals: Is Tiffany in China will how strategy of distribution complete channel?
Philippe Galti é : We need to consider the client's demand in the round from the angle of Tiffany brand. Respecting " whole trench " , should be a whole platform, fall with the line on get through line, mutual assistance. At present we own 34 doors store in China, had enclothed city of line of all just a little basically. But we also need to contact the customer that amount to and serves 34 lines city, will consider from this angle, a superexcellent channel is on the line, can help us be touched effectively amount to more consumer.
Tiffany all the time since have driving advantage in digital domain. At present Tiffany whole world has the sale of 7% to come from electric business medium of communication, the whole world had 13 officials net to open electric business, distributing in the United States, europe and Japan. We plan to open electric business at was in China 2019.
Luxuriant annals: Can you deny the door inn dilate that shares Tiffany to be in China to plan?
Philippe Galti é : We had opened new store in the burgeoning city such as Suzhou, Hefei, Changsha this year, the hope shows some to sell a network through farther develop, promote us the character that presents to consumer place.
Additional, in door inn on retail service, next we mix first selection Shanghai two cities of Beijing, offer customer brand-new and more interesting consumption experience, this are worth to expect very.
The experience when the floor level that choose a route exhibits patulous tradition besides storefront consequence
Luxuriant annals: The experience when we see Tiffany near future is in Shanghai and Nanjing to waited for a city to roll out line floor level is exhibited (Pop-up Exhibition) , what is original intention?
Philippe Galti é : Issue an experience to exhibit through the line, we hope to convey our essence, who are we after all. Shine quickly (Pop-up) the concept is a superexcellent means, can make us effective the group with more wholesale bring into contact with and suffer numerous, often have illicit close sex in the experience dispute of Tiffany normally. We also hope to be able to walk out of the osculatory limits of traditional door inn, make more person more can sufficient understand our brand.
Tiffany is called all the time " love advocate (Champion Of Love) " , "The king of diamond (King Of Diamond) " , accordingly we hope to be able to continue Tiffany this one concept.
We are in Shanghai of constant grand square in a limited time the experience is exhibited, gross view exhibited a number to exceed 10 thousand person, this number is very surprising. The means that I feel this contacts customer is not a kind of distant and new idea, we hope to show the brand strength with powerful Tiffany effectively to people through this kind of means, also can expand at the same time the consequence besides traditional storefront.
Luxuriant annals: Whether to also hope to pass in a limited time the experience exhibits such form to attract more youth, for instance millennium generation?
Philippe Galti é : Of Tiffany wish scene be " make new generation costly gem brand " . When our respecting " new generation " , we are not to say to want to make the gem brand that only new generation youth likes. Millennium generation itself is not our target crowd, our target more the attitude that affects them. "New generation " it is the consumer that points to this times, it is millennium generation not just, still comprise the generation with infantile current older even generation, the means that they ponder over and the millennium generation nowadays are very similar.
Tiffany is " the advocate of love " , from 1886 father Charles Lewis Tiffany rolls out first 6 claw to enchase be engaged since ring, tiffany all the time what love to concern emblazon and everything, because this Tiffany maintains affection tie with young generation all the time. The fashionable feeling of Tiffany and modernistic just depend on, the Tiffany that comes from the United States is not formal and overcautious, and adopt new way ceaselessly all the time (for instance in a limited time the experience is exhibited, newest ad is old) transfer this kind of concept customer.
Luxuriant annals: During the seventh evening of the seventh moon that is in China great red-letter day that concerns with love, tiffany has promotion is made on gregarious media platform of China, and obtained pretty good echo. Look in you, what is the brand obtains successful key in festal sale of China?
Philippe Galti é : We hope the content of sale and red-letter day have dependency, at the same time we also take the be fond of that knows Chinese customer deep seriously very much. I know Chinese consumer likes to hear a few interesting brand stories very much, so we can have Tiffany the gem of mark sex is acted the role of taste the main festival with China to be contacted, such people can be close to a brand more easily. Brand all the time since take seriously very much celebrate true love, among congratulatory life important hour, so we also like to be able to hold to this one tradition all the time, take such content and the information that people place exchanges seriously.
Will offer Everyday Objects series for Chinese consumer richer product
Luxuriant annals: Brand-new beautiful charm series " long-suffering certainly, free expression " concept, with Tiffany one with be linked together " Modern Love " between what connection is there?
Philippe Galti é : All Tiffany gem act the role of tasted creation is with " love " relevant, no matter be for private use,still send a person, it is unripe by love.
Reed Krakoff of presiding and artistic official had classical flower modern explanatory note, waited for superior material to develop brand inheritance and perfect technology character with platinic gold and diamond. Beautiful charm series also revealed the drive with cheerful Tiffany, shirt-sleeve female temperament and industrial fashionable feeling.
In the meantime, a series of this medium gem can offer multiple choice for consumer, apparel the gender is extremely strong, have the colorful design in high-quality jewelry, also have compendious design, its presenting means is to suit to apparel daily.
Luxuriant annals: The Tiffany before this also rolled out Everyday Objects series, this kind " daily costly " the strategic direction that whether can you be Tiffany future?
Philippe Galti é : All the time since, we convey us to be opposite through craft beautiful pursuit. Come to elegant design show through lasting way, already root designs DNA at ours in the center.
The articles for daily use with daily respecting, all the time since we have this class. Tiffany is old and well-known family of a gem above all, but lifestyle kind the product also is very important one part, for instance wrist watch, perfume, glasses. The thing that we also hope the any in carrying daily life can be used will appear contemporary and costly, and the enjoyment to the United States and understanding. So this is the ceaseless innovation of the product actually, not be a new strategy.
