Bvlgari CEO Says Luxury Consumer Groups Are Younger.

"Chinese consumers are usually younger than Bvlgari consumers around the world. Compared with European consumers, Chinese consumers are less likely to be in contact with luxury goods. Bvlgari's Chinese consumers are generally 25 to 35 years old, but 35 to 45 years old in Europe. Bvlgari global CEOJean-Christophe Babin said, "therefore, our way of communicating with the Chinese market is more willing to take an exhibition similar to this and Vogue to create an experience so that consumers can understand our history and technology."

Recently, Bvlgari has held an exhibition called "Gem Dream. Style" in Beijing's 798 art shop, which is good at contemporary art. Unlike previous jewelry exhibitions, Bvlgari This time I chose to cooperate with the Chinese version of Vogue, and invited the editor in chief, Zhang Yu, to be the curator.

The exhibition not only exhibited the jewelry representative works of Bvlgari from the end of the nineteenth Century, such as the jewelry design after the popular culture of the Jazz Age in the 1920s and the 1970 years after the 1920s, but also displayed the Bvlgari figure in different times with jewelry.

"So far, Luxury goods In China, an effective way to communicate with consumers is physical stores. You can't do everything online. " Jean-Christophe Babin.

In an interview with Reuters at the Davos forum in January this year, Jean-Christophe Babin also said it would increase investment in the Chinese market. Because he has taken into account the unsafe factors in Europe and the impact of the depreciation of the renminbi on Chinese overseas travel shopping, Bvlgari plans to open more stores in the mainland of China.

"China's luxury market is made up of at least more than 20 big cities. Even if you have opened stores in cities like Beijing and Shanghai, luxury goods in China market It is made up of other markets, and 20 to 25 markets are very important. They account for about 90% of the total consumption of luxury goods. This is true for Bvlgari. This is true for most luxury brands entering the Chinese market.