From High-end Jewellery to Daily Jewellery: Marketing Strategies of High-end Brands in Post-pandemic-era in China

DOI

10.2991/978-94-6463-916-2_3How to use a DOI?

Keywords

Daily Jewellery; High-end Brand; Marketing Strategy; Post-pandemic-era; Tiffany

Abstract

In the post-pandemic era, the global economic situation and consumption habits have undergone significant changes, which have brought new challenges and opportunities to luxury brands, especially high-end jewellery brands. This study focuses on the daily market strategies of high-end jewellery brands in the Chinese market in the post pandemic era, using Tiffany as an example for in-depth analysis. Through a qualitative research method of semi-structured interviews and non-participatory observation, this study explores the changes in consumer trends faced by Tiffany after the pandemic and its response strategies. Research has found that Tiffany’s daily jewellery sales have significantly increased, while high-end jewellery sales have shown a downward trend, reflecting an increase in consumers’ daily demand for jewellery. Based on this, this article proposes three main market strategies: firstly, diversifying jewellery products to meet the diverse daily wearing needs of consumers; Secondly, digitalization of marketing channels, utilizing emerging channels such as social media and e-commerce platforms to expand the market; The third is to strengthen emotional marketing, by integrating brand culture and emotional elements, to enhance consumers’ brand identity and loyalty. These strategies aim to help high-end jewellery brands maintain competitiveness and profitability in the post pandemic market environment. The research results not only provide specific market strategy recommendations for Tiffany, but also provide reference for the daily transformation of other high-end jewellery brands in the Chinese market.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chenyu Dai
PY  - 2025
DA  - 2025/12/22
TI  - From High-end Jewellery to Daily Jewellery: Marketing Strategies of High-end Brands in Post-pandemic-era in China
BT  - Proceedings of the 2025 4th International Conference on Public Service, Economic Management and Sustainable Development (PESD 2025)
PB  - Atlantis Press
SP  - 15
EP  - 22
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-916-2_3
DO  - 10.2991/978-94-6463-916-2_3
ID  - Dai2025
ER  -