Tmall’s new retail jewelry brand Pandora’s new growth engine

At this year’s Tmall double 11 global tide, Pandora took part in the show. In order to fully express its brand opinion in the only 5 minutes, Pandora and Tmall have opened a lot of meetings and brought new products in the autumn and winter to start the world. “There are many different platforms in the market, but I am not just selling things. I hope to have a long-term way to show brands, accumulate fans through different channels, and to get suggestions and plans for the future development of the brand. ” Anthony, director general manager of Pandora China, said a series of measures also led the brand to usher in a rapid growth. This year, Tmall’s double 11, the first participation of Pandora only used 7 minutes to deal 10 million.

It is reported that the trend of personalized jewelry consumption represented by Pandora is gaining rapid growth on Tmall. Since its entry into Tmall last year, Pandora has gained more than 1 million fans in just a year, and its chain, chain, earring, necklace, ring, box suit and other subdivisions are growing rapidly, becoming the dominant brand of the jewelry category.

As the only official authorized third party network sales platform on the mainland of China, on the day of signing the strategic cooperation ceremony, Pandora launched the “Disney jewellery series” on the Tmall flagship store, the “Disney jewelry series”, and announced that the first “Tmall super brand day” will be opened at the end of January, and the marketing and production will be strengthened. Cooperation in products and other fields.

Pandora announced the preliminary results of the 2018 fiscal year

Pandora, a Danish jewelry brand, announced its initial performance in fiscal 2017, which is expected to increase from 12% to 22 billion 800 million Danish Kron (about HK $28 billion 625 million) from a year on year, with a gross interest rate of 37.3% at EBITDA. The company means that under the adverse currency exchange rate, the income performance is slightly lower than the original financial guidelines.

The fourth quarter of last year, the company’s concept store sales grew by 15% year-on-year, mainly driven by strong performance of the electricity supplier. The company also announced that the chief financial officer, Peter Vekslund, will be resigned and replaced by Anders Boyer. After initial results were released, Pandora’s stock price fell by 14% at most.

PANDORA was founded in 1982 in Copenhagen, Denmark. It designs, manufactures and sells modern fashions of jewelry that are hand made. The products of PANDORA are sold in over 100 countries and regions in six continents, with more than 7900 outlets, including about 2100 specialized shops.

PANDORA has more than 21200 employees worldwide, and 70% of them are in Thailand Gemopolis responsible for jewellery production. The company listed on the NASDAQ OMX Copenhagen stock exchange, with a total turnover of 2 billion 30 million Danish kronor (about 270 million euros) in 2016. With the strong momentum of development in recent years, it has become the third largest jewelry seller in the world, and is also the world’s largest manufacturer of gold and silver jewelry.

In addition, Pandora also disclosed in previous financial statements that the company has been expanding its globalization, the next key development target is the India market, and plans to add 50 new stores in India over the next three years. At the same time, 110 million euros will be offered to reclaim the distribution business of the brand in the Spanish market to officially enter the Spanish region.

The fast fashion model does not work for Pandora

Despite the leap to the fastest growing brand in the industry in the short term, Pandora’s products have recently been questioned by some consumers, and the sense of freshness has begun to decline and the growth rate has slowed. The group said it is aware of the problem and is stepping up its product innovation.

Anders Colding Friis, the chief executive, said the development of product portfolios is still the focus of the group, and the group has faced some challenges because of the lack of freshness in a highly permeable market. Colding Friis said, “there are too many duplicates in our design. In the United States and other markets, we hope to provide consumers with more innovative and interesting products.

A year ago, Pandora had adjusted his product team, including the establishment of a new design team to shorten the development cycle. The design of the new team will be launched in early 2018. Pandora expects the first quarter growth to slow to 7%-10%, given that the uncertainty of the adverse exchange rate and the uncertainty caused by new products will have a certain impact on the group’s profitability.

Sales of the Pandora Rose series have soared

In the three months to September 30th, the Pandora profit of the Danish jewellery brand was reduced by 3% to 1 billion 370 million Danish kranic ($217 million) from the year on year of the 8 and September hurricanes in the United States. Sales sales increased by 13% to 5 billion 190 million Danish kran about 825 million US dollars, and all product categories were recorded in double digit growth. Among them, sales of Pandora Rose series surged three times compared with the same period last year.

During the period, Germany, Italy, Australia and China recorded double-digit growth. The Group expects sales in fiscal year 2017 to be between 23 billion and 24 billion Danish kronor, which is between 2 billion 720 million and 2 billion 840 million dollars. After the release of the earnings report, Pandora’s share price plunged 4.73% to 564.4 Danish kronor, with a market capitalization of about 63 billion 500 million DKK.

In addition, Pandora disclosed in the financial report that the current expansion of globalization, the next key development target for the India market, plans to add 50 new stores in the next three years in India. At the same time, 110 million euros will be offered to reclaim the distribution business of the brand in the Spanish market to officially enter the Spanish region. At the beginning of this year, the brand also reclaimed its distribution rights in Belgium and South Africa. By the end of the second quarter, Pandora had 2266 direct outlets and 5459 sales outlets worldwide. In the second quarter, Pandora opened 51 new outlets, 17 of which are located in the mainland of China.

What is Pandora going to be in jewellery industry?

In ancient Greek, pan meant “all”. Dora means “gift”, while Pandora means “women who possess all gifts”. The myth of Pandora has a long history and different editions. Among them, the most widely circulated is Jose in order to punish Plo Michel J for stealing fire, and ordered fire and forging clay to make women to human beings, named Pandora. The gods gave Pandora many gifts, and a beautiful magic box, but Jose did not allow her to open the magic box.

Pandora had a strong curiosity, and finally failed to resist the opening of the box. After the magic box was opened, all the diseases and demons that had caused human pain escaped. Fortunately, Athena placed a spirit of hope and opportunity in the box to save mankind. This is the source of inspiration for the brand. Pandora jewelry also represents luck and hope.

Today, the jewellery industry is fully exhausted, such as Tiffany, Zhou Dafu and other jewellery giants have also seen a dramatic decline in performance, but Pandora jewels, which belong to the fast fashion area, have doubled in China. Then, in the coming of the new retail era, what will Pandora, the jeweller Zara, be living in the jewelry industry?

Pandora’s fall jewellery styles

The conference is divided into three main themes, inspired by the design elements of the new autumn jewelry. The “PANDORA heart” area shows the same name series of jewelry made from three different tones of metal, 925 silver, 14K Gold, and PANDORA ROSE, which mix the hot metal upsurge of this season. The second regions are inspired by the “geometric ray series” in the new autumn series. The unique eight – sided and pear – shaped dome cut the glittering stone, embedded in the jewelry of 925 silver and PANDORA ROSE, showing the minimalism and luxury of geometric elements.

At the conference, Ouyang Nana with a true model with the latest PANDORA autumn series jewels, new PANDORA open bracelet with innovative enamel string, actor Wang Yanlin on the spot to share the advice to women.

In addition, the “PANDORA mobile pendant box” for the first time in China is a highlight of this conference. Inspired by the antique pendant box, the ancient floating pendant box can be opened up and down. The innovative design allows you to freely match the small adornment of the beloved, and treasure the special moments and unique memories of life.

Pandora super brand day

Similarly, Tmall super brand day has prepared a unique gift for all consumers immersed in sweetness. In addition to the first Free Engraving and postal service customized, there are limited goods with the heart to match, enjoy 20 percent off of the value of the courtesy, more than 0 points from the 29 day before the payment of cheering ceremony and 1000 list of orders full of warm winter day, and so on. The huge concessions and the beauty of the gifts make fans want to squatting down to WIFI so that they can grab faster.

In the traditional idea, the jewelry seems to be not together with the e-commerce platform. After all, from the style of the ornament to the style of the jewelry, to the color of the jewel cutting, it determines whether the consumer is buying or not. The advantage of the entity store is that it can wear the effect on the spot, or to face the dazzling finished product, choose the style you like, and send it to your heart. How to make a good link between the line and the line, how to attract the users under the preference line to the online, how to attract more potential consumers, is the problem that puzzles the jewelry brand, and is also the key point for the Tmall super brand to help and solve the jewelry brand.

Prior to this, Tmall super brand days with Zhou Shengsheng, roseonly, Longines and other jewelry and jewelry brand depth cooperation. This is PANDORA Pandora’s first Tmall super brand day, on the basis of understanding and insight into customer needs, through PANDORA Pandora’s loyalty to the spirit of independence, to deduce the brand concept of my personality, to cater to “I understand you more than I imagined”, for the coming Valentine’s day and the new PANDORA Pandora. Point, the precise positioning of the consumer groups, advertising to radiation potential consumer customers, marketing mode again innovation, constantly empower brand new vitality, the new retail market jewelry brand another battle!

Pandora Jewellery makes cooperation with Tmall

PANDORA, China’s managing director, Mr. Liu Xiuyun, President of the Tmall clothing industry group, joined and signed the memorandum, and sent blessings to the more extensive cooperation between the two sides. PANDORA China’s managing director, Mr. Tang Tung, said: “the strategic cooperation memorandum with Tmall is designed to build closer ties with consumers with the help of Tmall’s powerful marketing tools and the ‘data bank’, so as to improve the offline consumer shopping experience.”

Liu Xiuyun, President of the Tmall apparel industry group, said: “PANDORA’s strategic cooperation with Tmall is not only the exploration of the single brand cooperation between the two sides, but also the new journey of jewelry retailing with new retail. The Alibaba group has a full layout of the Internet and mobile terminals, covering electronic commerce, video, news search, social media and all kinds of life services, with 550 million active users. On the basis of this, the two sides will combine the brand strategy, big data commodity planning, brand marketing, all channels and other new retail and other aspects, to help the development of the brand in the Chinese market.

Walt Disney, vice president and general manager of China consumer goods and interaction, Mr. Lin Jiawen also came to the scene as a special guest to witness this important moment. On the day of the event, PANDORA launched the world’s only “Disney jewelry series” in the Pandora Tmall flagship store, including the classic Mickey Minnie, the ice and snow world all over the world, snow white, and the Alice sleepwalking fairyland series, as a new step by the PANDORA to explore the new retail field, Pandora Dick. The Nei jewellery series brings magic, memorable moments and beautiful fairy tales to more Tmall consumers.

Jewellery brand Pandora do not sell well

Despite the leap to the fastest growing brand in the industry in the short term, Pandora’s products have recently been questioned by some consumers, and the sense of freshness has begun to decline and the growth rate has slowed. The group said it is aware of the problem and is stepping up its product innovation.

Anders Colding Friis, the chief executive, said the development of product portfolios is still the focus of the group, and the group has faced some challenges because of the lack of freshness in a highly permeable market. Colding Friis said, “there are too many duplicates in our design. In the United States and other markets, we hope to provide consumers with more innovative and interesting products.

A year ago, Pandora had adjusted his product team, including the establishment of a new design team to shorten the development cycle. The design of the new team will be launched in early 2018. Pandora expects the first quarter growth to slow to 7%-10%, given that the uncertainty of the adverse exchange rate and the uncertainty caused by new products will have a certain impact on the group’s profitability.

In the 2018 fiscal year, Pandora said the world will open 200 new stores, of which 100 will be in Europe, the Middle East and Africa, and the other 100 will be in the Americas and the Asia Pacific region, and 2/3 of the new stores will be managed directly by Pandora. At the same time, Pandora will continue to expand its franchise network by recycling franchises.

Why is Pandora so successful´╝č

Thirty-six years ago, Pandora was only a handmade workshop in Copenhagen; thirty-six years later, it has been listed on NASDAQ and has up to 7800 retail outlets in more than 100 countries on six continents. In 2017, Pandora’s sales grew by 12% over the same period last year, reaching 22 billion 781 million Danish kronor, and its operating profit reached 7 billion 784 million dkrona. What was it that made Pandora so successful? Follow the secret of the jewel.

Pandora is a jewelry brand founded in Denmark. It uses pure silver, gold, precious stones and glass as the main material, and makes jewelry by hand. Although the range of jewelry sold by Pandora includes hand strings, rings, earrings, necklaces and so on, most of its turnover comes from hand string sales.

Pandora’s small pendant is charm in English. Charm Bracelet refers to the bracelet with many small ornaments. This kind of jewelry has a long history in western countries. In western countries, many people still maintain the habit of sending charm on special festivals or anniversaries. First of all, Pandora’s bracelet has a solid cultural foundation in western countries.