Selected by the Luxe.CO Jury, the following two brands’ marketing cases have been included in the 2024 Issue 1 of the 【Luxe.CO Biweekly Ranking】Top Cases List:
- Fine Jewelry Brand Qeelin
- French Luxury Brand Louis Vuitton
From January 1, 2024, to January 15, 2024, the 【Luxe.CO Biweekly Ranking】recorded 55 brand activities of 37 luxury brands in the Chinese market, including marketing dynamics (9), store expansion (31), pop-up store openings (12), online expansion (1), and spokesperson appointments (2).
— Recommended Cases —
1) Fine Jewelry Brand Qeelin
Case: “Golden Dragon Parade” New Year Short Film
To celebrate the arrival of the Chinese Lunar New Year, Qeelin went to Yangshuo, Guilin, to capture the local “Golden Dragon Parade” folk activity and film a short video for the Year of the Dragon.
The Yulong River, the longest tributary of the Li River, hosts the ‘Golden Dragon Parade,’ a traditional folk activity for celebrating significant festivals, embodying people’s hopes for good weather, national peace, and public security.
This New Year short film features global brand ambassador Liu Shishi, adorned in Qeelin’s iconic Wulu series of jewelry. Holding a gourd lantern symbolizing peace and prosperity, she gracefully sails on the water.
This year marks the 20th anniversary of Qeelin. With the release of the Yulong River New Year short film, Qeelin has further enhanced its presence in the Chinese market and drawn closer to Chinese consumers.
Image Credit: Shang Cheng Shi
2) French Luxury Brand Louis Vuitton
Case: Creating Year of the Dragon Art Installations, Incorporated into Stores and Temporary Spaces in Shanghai, Chengdu, and Beijing
To celebrate the Chinese Lunar New Year, Louis Vuitton created Year of the Dragon art installations, integrating them into the Shanghai Bund Taikoo Li, Chengdu Taikoo Li stores, and temporary spaces in Beijing Sanlitun Taikoo Li and Shanghai Huaihai Middle Road.
The dragon art installations in Shanghai Bund Taikoo Li and Chengdu Taikoo Li by Louis Vuitton feature blue, green, and gold colors. The dragon’s body is covered with Damier checkerboard patterns, its eyes adorned with the Monogram pattern, and pearls embellish everything from the dragon’s head to its claws.
In the pop-up spaces of Beijing Sanlitun Taikoo Li and Huaihai Middle Road, Louis Vuitton crafted the entire dragon in gold, which shone particularly brightly under the night sky.
— Marketing Dynamics —
3) In celebration of the Chinese Lunar New Year, the Spanish luxury brand Loewe enlisted the expertise of jade carving masters Cheng Lei, Qiu Qijing, and Yin Xiaojin to craft three exclusive jade pendants. Each pendant is meticulously hand-carved and comes paired with an 18K gold chain.
4) The French luxury brand Balmain joined forces with POP MART to unveil the limited edition MEGA SPACE MOLLY 1000% BALMAIN figurine.
5) Swiss luxury watchmaker HUBLOT collaborated with Chinese artist Chen Fenwan to bring forth the Big Bang Spirit Jia Chen Dragon Year Titanium Gold Watch. This timepiece draws inspiration from traditional Chinese paper-cutting art, ingeniously presenting a 3D depiction of an Oriental dragon through layered design elements, gears, and H-shaped screws.
6) HUBLOT, the Swiss luxury watch brand, introduced a dragon-themed paper-cut art installation at Shanghai Henglong Plaza. The design and color scheme harmonize seamlessly with the Big Bang Spirit Jia Chen Dragon Year Titanium Gold Watch, created in collaboration with Chinese artist Chen Fenwan.
7) The French luxury brand Louis Vuitton has officially launched a time-limited exclusive service on its WeChat Mini Program. This service offers VIP customers exclusive online pre-order opportunities for products like the LV Remix series and the Spring/Summer 2024 men’s collection, designed by menswear creative director Pharrell Williams.
8) The Italian luxury brand Versace has introduced the “DRAGON BLINK 龙年看我” game on its WeChat Mini Program.
9) Italian women’s fashion brand CURIEL partnered with Tianjin Four Seasons Hotel to unveil a joint afternoon tea.
— Store Expansion —
1) Fine jewelry brand Qeelin has inaugurated a new store at Jinan Parc 66.
2) The German high-end watch brand Glashütte Original has opened its first store in Jinan at MixC Plaza.
3) Fine jewelry brand Qeelin has expanded its presence with a new store at Foshan Wangfujing Ziqi Port Shopping Center.
4) The Italian high-end fashion brand GIADA has opened a new store at David Plaza.
5) Italian luxury brand Ferragamo has established a new store at Dalian Olympia 66.
6) French high-end children’s clothing brand Bonpoint has inaugurated a new store at Dalian Olympia 66.
7) Italian luxury watch brand Panerai has expanded its footprint with a new store at Taipei 101 Shopping Center.
8) The Belgian luxury leather goods brand Delvaux has unveiled its first flagship store on the Chinese mainland at Beijing Wangfujing Central.
9) British luxury jewelry brand Graff has opened a new store at Beijing SKP.
10) The French luxury brand Hermès has debuted a new store at Wuxi Center 66.
11) Italian women’s clothing brand CURIEL has marked its entry into Wuxi Center 66 with the opening of its first store.
12) Spanish luxury brand Loewe has expanded its presence by inaugurating its first store in Fuzhou at MixC Plaza.
13) The French luxury brand Chanel has unveiled a new store at Nanjing IFC.
14) French luxury brand Dior has established a new store at Nanjing IFC.
15) Swiss luxury watch brand Vacheron Constantin has opened a new store at Nanjing IFC.
16) Italian luxury jewelry brand BVLGARI has inaugurated a new store at Nanjing IFC.
17) The French luxury jewelry brand Van Cleef & Arpels has marked its presence with a new store at Nanjing IFC.
18) Italian luxury brand Moncler has opened a new store at Nanjing IFC.
19) British luxury brand Burberry has established a new store at Nanjing IFC.
20) The French luxury brand Celine has unveiled a new store at Nanjing IFC.
21) Italian luxury brand Fendi has introduced a new store at Nanjing IFC.
22) Italian luxury brand Gucci has inaugurated a new store at Nanjing IFC.
23) Japanese high-end jewelry brand Mikimoto has expanded its presence with a new store at Nanjing IFC.
24) French high-end leather goods brand Longchamp has established a new store at Nanjing IFC.
25) The French luxury brand Louis Vuitton has inaugurated a new store at Nanjing IFC.
26) Canadian high-end functional apparel and lifestyle brand Canada Goose has marked its debut in Nanjing with a new store at Nanjing IFC.
27) The Italian luxury brand Versace has unveiled a new store at Nanjing IFC.
28) British luxury footwear brand Jimmy Choo has expanded its presence with a new store at Nanjing IFC.
29) British luxury jewelry brand De Beers Jewellers has introduced a new store at Nanjing IFC.
30) The French luxury brand Berluti has opened its first store in Jiangsu at Nanjing Deji Plaza.
31) The Italian luxury brand Ermenegildo Zegna has inaugurated a new store at Nanjing IFC.
— Pop-Up Dynamics —
1) Swiss high-end watch brand HUBLOT has launched a pop-up store at Shanghai Plaza 66.
2) The French luxury brand Celine has introduced a pop-up store at Shanghai IFC.
3) French luxury brand Balmain has established a pop-up store at Guangzhou K11.
4) Japanese high-end jewelry brand Mikimoto has expanded its presence with a pop-up store at Sanya International Duty-Free City.
5) The French luxury brand Louis Vuitton has introduced a pop-up store showcasing jewelry and watches at Shenyang MixC Plaza.
6) Swiss independent watch brand Breitling has presented a limited-time exhibition at Shenyang MixC Plaza, featuring sea, land, and air themes.
7) The French luxury brand Louis Vuitton has marked its debut in Hong Kong’s Soho district on Peel Street with its first pop-up store.
8) The German high-end watch brand A.Lange & Söhne hosted an exhibition at Landmark, Hong Kong.
9) To celebrate the Dragon Year special edition Pokémon collaboration series, the Italian luxury brand Fendi has introduced a pop-up store at Chengdu Taikoo Li.
10) The French luxury brand Celine has unveiled a ladies’ pop-up store at Wuxi Center 66.
11) The French luxury brand Celine has established a pop-up store at Nanjing IFC.
12) The French modern jewelry brand Fred has introduced a pop-up store at Wuxi Center 66.
— Online Expansion —
1) The Parisian palace-level jewelry art house CHAUMET has announced its official presence on Tmall Luxury. To coincide with this debut, they have exclusively launched the Bee My Love love nest series rose gold pink sapphire necklace, available globally in the brand’s Tmall official flagship store.
— Ambassador Appointments —
1) Swiss luxury watch brand TAG Heuer has named actor Liu Haoran as its brand ambassador.
2) The Italian luxury brand Fendi has announced singer Song Yuqi as its brand ambassador.
| Image Credit: Brand Official Weibo & WeChat, Provided by the Brand, Shang Cheng Shi
丨Reporter：You Jia
| Editor: LeZhi
