Luxury Goods: From Handicraft Workshops To Domination Of The World

Haidu City, Lujiazui Financial Center, Cartier Asian Headquarters.

CEO's office.

Ms. Dusan, the artistic director of the Asian region, nicknamed "Ms. Cheetah", is holding a meeting.

"Ms. Dusan."

"I just got the news that Jianjia Group released an advertisement for a bracelet!"

A female deputy looked at the phone and said in shock.

"Jianjia?"

"Entered into the jewelry industry so soon?"

Ms. Dusan, a Caucasian woman over forty years old with fluttering silver hair and a very elegant temperament, said very elegantly.

For Jian Jia's entry into the jewelry industry, she was not surprised at all, but she didn't expect it to be so soon!

Katia.

Founded in Paris in 1847 by Mr. Louis Cartier, it is mainly engaged in jewelry, clocks, leather goods, and face powder.

"Look at the ad."

Ms. Dusan changed into a comfortable sitting position.

In the eyes of jewelers, bags and clothes are fast-moving consumer goods, and jewelry is an eternal luxury, and the threshold is also very high. Almost all jewelers around the world are century-old shops.

It is too courageous for a new brand to make jewelry.

"Nail Yourself"!

The first four words have a lot of 01 weight and make the meeting room quiet.

Play cool music.

Beautiful composition and artistic conception.

Boom~!

Fields and roads, models and locomotives, the roar of engines in the setting sun, frame by frame like flowing water, flowing quietly in the conference room.

Everything is so beautiful and charming!

It reminds people of youth, the age of ego, rebellion, and going its own way. All rules are just clouds, that is, be yourself!

Everyone is immersed in this commercial, it is definitely one of the most beautiful commercials they have seen!

As the head of Asia's No. 1 jewelry brand.

Ms Dusan.

At first glance, she noticed the nails on the model's hands. This element is very rebellious and impressed her deeply.

At the same time, it is also very strange, why should there be a nail element in a jewelry advertisement?

soon.

Ms. Dusan had the answer, the advertisement ended, and the nails that accompanied the models on the road were plated with gold, stamped with gorgeous cloud and thunder patterns, and the simple "Tianzi driving six logos.

The nail is the advertisement itself.

The nail, is the bracelet itself.

"Oh-What?"

Ms. Dusan stood up from the chair, spread her hands, with a "black question mark" expression on her face?

Nail bracelets?

Are you sure you're not joking?

Besides construction workers, who would hang a piece of hardware on their wrist?

"100 points for advertising, 0 points for products."

"Are the customers of Jianjia Company all working on the construction site? It's unbelievable!"

Ms Toussaint makes the judgment call.

However, the nail bracelet gave her a little inspiration.

strictly speaking.

Nail bracelets cannot be called jewelry. If they can be called jewelry, they must be made of precious metals such as gold, rose gold, and platinum.

Nail bracelets, using gold-plated technology, a large number of copper alloys, can only be called --- accessories!

accessories.

Due to the low cost, the profit margin is actually very high, and it is a great tool for many big brands to harvest "entry-level consumers".

The leeks of the rich should be cut, and the leeks of the poor should also be cut.

"It just so happens that Katia's headquarters is preparing to launch a new product in Asia, the gold-plated accessories of the LOVE series."

"Taking advantage of the popularity brought by "Nailing Yourself", we will release it in seven days."

Ms. Dusan said.

Cartier's jewelry line is divided into: high-end jewelry and ordinary jewelry.

Among ordinary jewelry, the most important one is the LOVE series.

LOVE basic model, priced at 60,000 and a half.

LOVE diamond models, priced at 90,000 and a half.

LOVE full diamond model, priced at 320,000¥.

products.

All made of precious metals.

The minimum price is 60,000 yuan, which is difficult to reach and sinks the consumer market.

After all, the rich are few in number.

Developing a product with a price of 10,000 to 20,000 to harvest a large number of "poor" consumers has always been Cartier's strategic goal.

LOVE accessories is an attempt.

In terms of selling price.

As the number one overlord in the jewelry industry, Cartier is naturally impossible and lower than Jianjia, so it also set a price of 20,000¥, and the first batch is also limited to 20,000 pieces.

Early the next morning.

on the neckerchief.

Cartier officially announced a sensational news on the Internet. It was launched in 1969 and has a 53-year history of classic products. The LOVE bracelet has launched a new product line.

LOVE accessory bracelet!

The bracelet is sold online, priced at 20,000¥, the first batch is limited to 20,000 pieces, and the release time is scheduled to be six days later.

The same price, quantity, release time.

It's hard not to think of it.

Jewelry overlord Katia, this wave is aimed at Jian Jia.

On the one hand, reeds can be contained.

On the other hand, Katia's first entry into the 20,000 price range can be regarded as expanding the consumer group.

It can be described as killing two birds with one stone.

many people think.

Jian Jia worked hard to shoot an epoch-making classic advertisement such as "Nail Yourself", which created a lot of enthusiasm for the nail bracelet, and Katia wiped out most of it.

It also feels worthless for Jian Jia.

Jianjia Workshop.

The morning meeting is being held, and the atmosphere is somewhat serious.

"Mr. Gu."

"The big thing is not good now, and Katia's exit in person may affect the sales of nails!"

Aunt Liu wore a white silk dress, her figure was very enchanting, she said worriedly.

Her worries were unwarranted.

In the jewelry industry, the threshold is very high, and the water is too deep. Every big brand is a century-old shop that has served many emperors and kings and has countless classic designs.

Katia casually took out a LOVE series, which was enough to cause the market to go crazy.

And all the people present.

Many have dreamed of owning a Katia LOVE bracelet.

"Katia is a formidable opponent."

"But a legend in history."

"It is often born when the weak overcome the strong."

Gu Bai smiled calmly.

In the apparel industry, the fight is about design.

The jewelry industry is full of historical details.

But nail bracelets are not without their chances.

last life.

The fire of the nail bracelet is not much worse than the LOVE series, and it is very popular among young people.

The nail bracelet adopts the "vacuum electroplating process". In terms of color, it is higher than Katia's LOVE series.

There are still chances of winning.

Moreover.

In terms of scale, Jian Jia is naturally far inferior to the No. 1 jeweler, 380 Lord Katia.

But when it comes to the average consumption of customers, Jian Jia may crush it with one hand!

An accessory sells for 20,000 yuan.

Katia's consumers may not really pay their bills.

But Jian Jia is different.

Almost all the customers are the world's top richest people. They are not short of money, and the sale is too cheap, which is an insult to them.

"Think about it."

"As a new player, if Jian Jia can defeat the mighty Katia head-on, it will be a tie."

"It is also a great boost to Jian Jia's influence in the jewelry field.

Gu Bai described.

These words made Aunt Liu and the others suddenly enlightened as if seeing the sun behind the clouds!

What determines the status of a brand is its competing brands!

unconsciously.

Jianjia is enough to make the mighty Katia a competitive brand, which in itself is a great affirmation!

Finished nail bracelet.

Gu Bai released a task, asking Jian Jia's top management to use all their strength to investigate the artificial diamond industry.

Synthetic diamonds.

It is a field that has been booming in recent years. It is a high-capital and high-tech field. The investment is very large and the technical content is very high. It is not something ordinary companies can play.

Gu Bai, how did you become interested in diamonds?

Although I can't figure it out.

But Gu Bai has always been the soul of Jian Jia, Aunt Liu and other management have almost one-sided confidence in Gu Bai and absolutely obey!

The task assigned by Gu Bai, they will naturally complete it with all their heart!

time flies.

Soon came six days later.

this day.

It is also the day when the Jianjia Nail Bracelet is officially released on the entire network. .