Luxury Jewellery in the Chinese Digital Age. Online strategies for selling high-end jewellery in the Chinese market.

Abstract

The present thesis provides an in-depth analysis of the current state of luxury jewellery industry in China and the impact that the recent digital revolution inevitably had on this sector. A particular attention is devoted to the exploration of the possible digital marketing strategies that international well-renowned jewellery brands can apply when they seek to expand in the vast and culturally diversified market of China. Divided into four main chapters, the study begins with a 360-degree overview of the luxury system; analyzing its multidimensional nature from an etymological, commodity, economic, cultural, customer and market’s point of view. After a general and global outlook of the sector, the analysis shifts on the regional characteristics and cultural perceptions of luxury in the Chinese market, the world's leading consumer of luxury goods and the reference of this thesis. The second part is entirely dedicated to China’s gem and jewellery market. After a preliminary investigation on the relationship between jewellery and luxury products, it provides a detailed description of the evolution path, market sizing and segmentation (gold, platinum, diamond, silver and colored gemstones) as well as the current and future growth drivers. The most highly regarded domestic and global jewellery players operating in the Chinese luxury market are also presented. This section ends delving into the profile of the Chinese jewellery consumers and their purchase behaviors. Then, the study goes on investigating how luxury jewellery brands can navigate China's complex digital landscape to reach potential and existing consumers. As result, an exhaustive guide of various digital marketing initiatives that jewellery brands can adopt in order to excel in the Chinese digital domain is provided. The following digital marketing techniques comprise: the creation of a Chinese official website, SEO and SEM techniques on Baidu, jewellery sales on both generalist and vertical e-commerce platforms (Tmall with its Luxury Pavilion subsection, JD.com, Kaola, Secoo and 5lux.com), social media marketing (WeChat, Weibo and a mention to Little Red Book), storytelling, advertising and influencer marketing practises. The last part of the research presents multiple case studies about ad hoc digital marketing campaigns carried out by four international jewellery brands –– Tiffany, Chopard, Cartier and Piaget –– during two of the most important festivities in the Chinese culture: China’s Lunar New Year and Valentine's Day (Qixi Festival). In particular, their online cross-platform marketing activities on WeChat, Weibo and Tmall Luxury Pavilion are analysed in details. The thesis concludes with some final remarks and useful suggestions for successful management in terms of online marketing and commerce of the Chinese high-end jewellery market.