Top jewelry brand Van Cleef & Arpels settled in Hang Lung next month

Speaking of Van Cleef & Arpels, many Chinese people may not be familiar with it, but they mention the ugly platinum bracelet of Julia Roberts and the diamond necklace that Zhang Ziyi dazzles on the red carpet of Cannes at the Academy Awards. Everyone is no stranger to it. Yesterday, the 33-year-old Van Cleef & Arpels Asia General Manager Peng Weixi told the "Daily Economic News" that this century-old French top jewelry brand will formally enter the Shanghai Hang Lung Plaza in October.

Cartier Jewellery, which belongs to the same group as Van Cleef & Arpels, entered the Chinese market as early as 15 years ago. Why did Van Cleef & Arpels come to China tonight? Peng Weixin's answer is that because we did not find a suitable store, “We are very cautious about the choice of storefronts. Not only is the environment top-level, but also it has important landmark significance for the city.” Clearly, Plaza 66 is a good choice. .

Peng Weixi said that compared with Cartier, Van Cleef & Arpels is more high-end, emphasizing one-on-one service and communication. It is precisely because of such stringent site selection criteria that Van Cleef & Arpels has only 50 stores in the world, and currently there are two in China, one of which is the Beijing International Trade Center opened in November last year.

He explained that the symbol of Van Cleef & Arpels was its original "secret mosaic" method. Because the craftsmanship is very complicated, jewelry produced in this way can only produce one or two pieces of jewelry each year. The price is very high. A ruby ​​brooch Price of more than 160 million. "Of course, in order to attract different consumer groups, we also have fashion series jewelry, which is relatively cheap."

Although the time to enter the Chinese market is not long, Peng Weiyi said that China's luxury goods market exceeds their expectations. “Chinese customers walk into the store and often say they want to buy the best, and our diamond ring sells best in China. There are also sales of fashionable collections and men's watches, which are quite good,” Peng said. In addition to the two existing stores in Beijing and Shanghai, they basically do not consider opening stores in other provinces and cities in the Mainland.

What is of concern is that just last weekend, Bulgari, another top jewelry brand from Italy, also opened its flagship store in Shanghai in Hang Lung Plaza, adjacent to Van Cleef & Arpels It's exactly the right match. In this regard, Peng Weiwei implicitly stated that the future of China's jewelry market will become increasingly fierce. Morgan Stanley estimates that in the next decade, China’s luxury goods consumers are expected to reach 160 million, and China is likely to replace Japan and become the biggest force in the global luxury goods industry.