ASSESSING THE EXISTING & POTENTIAL BRAND VALUE OF THE FIRST CHINESE LUXURY JEWELRY BRAND
Context
In 2012, PPR Group aimed to acquire Chinese jewelry brand Qeelin and asked Cherry Blossoms to:
Identify the positioning of Qeelin, considering the dichotomy between China & luxury
Assess the existing perception of the brand in china & their potential in the long run, considering the evolution of Chinese luxury consumers
Advise on the relevance of a potential acquisition
Provide recommendations on how to improve the desirability & uniqueness of the brand, in the case of an acquisition
Identify the positioning of Qeelin, considering the dichotomy between China & luxury
Assess the existing perception of the brand in china & their potential in the long run, considering the evolution of Chinese luxury consumers
Advise on the relevance of a potential acquisition
Provide recommendations on how to improve the desirability & uniqueness of the brand, in the case of an acquisition
Outcome
A detailed analytical report, summarizing the quantitative & qualitative research, experts interviews & cultural insightsA summary note, including a core advice on the acquisition & recommendations on how to improve the brand’s awareness, desirability & uniqueness in China in the short and longer runA participation to the negotiations between the group and the brand in Hong Kong, and a presentation in front of the PPR investment committee
Methodology
Quantitative: Online survey among 1000 Chinese luxury jewelry consumers in Tier 1 & 2 cities.Focus groups : Jewelry consumers in 4 Chinese cities.Individual interviews : Jewelry professionals: designers, retailers, journalists.Cultural decoding : Thematic research on trends: "Cute design", "Meaningful design", "East meets West", "Chinese-ness"...
