周大福(01929.HK):調整雙11銷售策略 擬明年升級品牌迎年輕人需求
周大福(01929.HK)發表2023年珠寶消費趨勢調查,針對新世代購買珠寶喜好,報告顯示,逾九成受訪者或有機會於未來12個月內購買具中華文傳統文化元素的珠寶。
集團首席品牌官陳義邦表示,正推廣雙11促銷活動,又指集團向來重視電商業務,透過今次調查後,將會調整其策略,由以往著重折扣優惠,轉至傾向推出具有故事性、文化概念的產品,吸引年輕消費者。
他提到,集團明年計劃將進行品牌升級,強調並非大規劃調整,僅針對店舖、產品設計方面等,冀望在面對年輕客戶時,更能獲得他們的認同。
另外,調查顯示有六成內地及香港的受訪者認為足金珠寶是具有投資保值的禮物,尤其在近期經濟形勢下,足金珠寶因其穩定的保值性,繼續成為中國消費者的避險資產。
調查亦發現逾半受訪者購買天然鑽石的意向高於其他非黃金珠寶類別,其中以內地一、二線城市的購買興趣最為強烈;而有近六成受訪的香港消費者表示,鑽石首飾極具投資保值價值。
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