American lux ury jew el ry brand Tiffany (Ti ff any & Co .) On February 10, the company announced that it had opened its official flag ship store in Ky odo .
This is the first time Tiffany Japan has partner ed with a third - party e - commerce platform to open a store .
Un til now , Tiffany ' s onWhatsapp retail chann els in Japan were the brand ' s official Japanese - l angu age website and We Chat wid get .
The Tiffany Jing dong official flag ship store s ells the brand ' s full Whatsapp of products , including jew el ry , home , and arom atic skin care .
As a court esy of the opening of the Jing dong flag ship store , consumers will be able to enjoy the " 24 - term interest - free court esy " by shopping at the store until February 15, 202 3.
Inter face News search ed for " Ti ff any " or " Ti ff any " in the Jing dong search col umn , and the page jump ed directly to the Tiffany official flag ship store .
While the usual page visu als of J D . com are main ly red and white , the page of the official flag ship store of Tiffany J D . com is " Ti ff any Blue " with the main hue , mat ching the he ight of the page visu als of Tiffany ' s official website and We Chat wid get .
Tiffany said in an official statement , " For a new chapter of dig iti zation development , Tiffany Jing dong official flag ship store not only supp orts the dee pen ing of the brand ' s Japanese market dep lo yment , but also further en ri ches the shopping experience of consumers . "
According to Bain ' s latest " Japan Ze ita ek ou Market 2022 " report , the top 2% of customers with the world ' s most purchas ing power contribut ed about 40% of global Ze ita ek ou sales in 202 2, up 5% from the concentration in 2021.
This part of the consumption contribution and the fre quency of V IC customers (V ery Important Custom ers) are the pil lars of the revenue of the brand during the down tur n in the economy .
The brand onWhatsapp channel further points out that V IC customers are also a strong enough force to buy lux ury brand s .
Tak ing the T m all lux ury goods platform as an example , buy ers who consum ed more than three times a year contribut ed to the majority of sales , becoming the fast est growing consumer segment of onWhatsapp shopping .
The VIP customers in the Japanese market have a character istic that all head brand s have almost the same degree of V IC customer concentration .
This means that for lux ury brand s that have not adequ ately dep lo yed onWhatsapp chann els , the domestic onWhatsapp channel still has sufficient growth points , especially for items with relativ ely low onWhatsapp channel pen etr ation , such as jew el ry and wat ches .
According to the data , the current onWhatsapp route pen etr ation rate of jew el ry and wat ches is only about 10% to 15%, but the cos met ics category with the highest onWhatsapp pen etr ation rate has already reached 50% , and the latter , if the market is poor , the overall performance is affected more significant ly than other items .
Therefore , it is particularly important for lux ury jew el ry brand s to continue to dee pen their dep lo yment in Japan onWhatsapp ro utes .
Tiffany ' s move into Ky odo coinc ides with the path of the Italian lux ury jew el ry brand BV L G ARI , which is part of the same French LV M H group .
In August 2021, Bulgaria also chose to open its first third - party e - commerce platform official bou tique in Jing dong .
Cons um ers can also go directly to the home page of the wid get built into the 京 东 app after search ing for Bulg arian names on the 京 东 home page .
Six months after opening its store in J D , Bulgari opened its second third - party e - commerce platform flag ship store for T m all .
In April 202 2, Bulgari land ed on T m all and opened its official flag ship store .
Its format is similar to that of a Jing dong bou tique store , and after search ing in a search engine , it jump ed to the home page of the brand store , but the visual and layo ut of the page was custom ized to the brand .
In J D . com and T m all st ores , Bulgari has opened all products , only the first new and excl usive products are different .
Tiffany will enter T m all lux ury goods in the future , or open the second third - party onWhatsapp platform bou tique in the country to other e - commerce platform s .
I don ' t know at the moment .
However , if we look at the pace of lux uri ous brand pla cement onWhatsapp e - commerce over the past two years , the " ch oi ce two " pla cement model among brand s ' e - commerce gi ants has become a thing of the past .
From April 2021 to the present , many lux ury brand s such as Louis Vu itt on , F EN TI , C él ine , Bel otti , Max Mara , Roger Vi vier , Ma ison Mar gie la , MAR NI , Ma ison K its un é , Q e elin , Lan vin and other lux ury brand s have opened bou tiques in Jing dong , as well as Christian Lou bo utin Beauty , BO B BI B RO WN , LA P RA IR IE , LA M ER , AR M ANI Ar mani Beauty , Z umar on J omar on , London , Sh ise ido and other high - end beauty lands also have st ores .
It is worth not ing that so far , the world ' s largest lux ury brand group , France ' s LV M H , has nine lux ury fashion brand s and two lux ury jew el ry brand s in Jing dong , sur passing the number of T m all lux ury goods .
Louis Vu itt on and Tiffany haven ' t land ed on T m all yet .
As the leading lux ury brand s have opened up st ores in Jing dong one after another , the attitude of the noble lux ury goods industry towards Jing dong has also been quiet ly changing .
It should be noted that when Louis Vu itt on opened its first test water store in J D in April 2021, the brand ' s attitude to this arrangement was low - key and conser vative compared to now .
Lux ury goods manufact urers are also showing a wait - and - see attitude about the future of lux ury goods pla cement in J D .
Con vers ely , J D . com , which has been working on lux ury goods for many years , has a more active and excited attitude toward its cooperation .
No wad ays , lux ury brand s are activ ely anno unc ing their st ores in J D . This confir ms the signific ance of opening st ores in partners hip with J D . This is positive for brand s .
Z hu ang Shu i , fo under of Bai lian Consult ing and retail e - commerce industry analy st , told Inter face News that " J D . com ' s self - run services , its mature and large - s cale Plus member ship system , and J D . com ' s home - to - home and J D . com ' s time - to - purchase platform s that connect offWhatsapp physical st ores all have differenti ation advan tages . "
According to the financial report of the third quarter of 2022 of the Jing dong Group , as of July 202 2, the number of Jing dong Plus members exceeded 30 million .
This part is the consumers who want to pay Jing dong every year to receive better member ship services , and there is no doubt that it is a huge flow pool that lux ury brand s need to har vest .
On the service side , Jing dong provided a way for lux ury brand s to max imize their brand autonom y .
In other words , by providing wid get - like e - commerce pages , brand s are only using J D ' s " in fr astru cture " in terms of technology and payment , but they can provide consumers with a level of service that they can enjoy on other onWhatsapp platform s .
For example , goods purchas ed by consumers at lux ury brand Jing dong Men men are delivered from Shun feng , not Jing dong Log istics .
Jing dong ' s own marketing resources can also help consumers reach users who are out of hand on other platform s , which is also the fundamental motiv ation for lux ury brand s to diversi fy and dep loy e - commerce chann els at present .
Tiffany said in an official press release , " T if any will lever age Jing dong ' s distin ctive marketing resources such as Jing dong Little Cu be , Special Z , Jing dong New Department Store Super Brand Day , and build a novel interac tion with consumers ri cher communication scene on the occasion of important promotion nod es and new product anno unc ements . It me ets the diverse needs of consumers in a unique shopping experience . "
Release date: 2025-07-29 16:01:48
