Pomellato, a luxury jeweller owned by Kering, has recently made its debut in the Chinese market by opening a flagship store on Alibaba’s Tmall platform. Despite the challenges posed by the global pandemic, the “hard luxury” sector, which encompasses high-end jewellery and watches, managed to achieve remarkable sales of $10 billion in 2020. This impressive growth was largely driven by domestic consumption in China, as international tourism came to a standstill. In light of this, Pomellato aims to target young Chinese consumers, particularly women under 35, who reside in major cities like Shanghai, Beijing, Shenzhen, Guangzhou, Hangzhou, and Nanjing.
The Tmall store serves as a platform for Pomellato to showcase its most iconic collections, including Nudo and Iconica. Christina Fontana, Head of Fashion and Luxury at Tmall Luxury Division, Europe and US, emphasized the rising demand for high-end jewellery in China. Chinese consumers are increasingly interested in investing in unique and valuable pieces that can endure the test of time, and Pomellato perfectly encapsulates these desires.
By venturing into the Chinese market through Tmall, Pomellato aims to tap into the country’s booming luxury market and connect with digitally-savvy consumers. Tmall, as one of the leading e-commerce platforms in China, provides the brand with a powerful avenue to display its products and convey its rich legacy of Milanese goldsmith excellence and craftsmanship. Through this strategic move, Pomellato aims to strengthen its brand presence and cultivate a loyal customer base in China.
Targeting young female customers is a shrewd decision by Pomellato, as this demographic represents a significant consumer segment in China. Moreover, their penchant for online shopping and inclination towards luxury goods make them an ideal fit for Pomellato’s offerings. The brand acknowledges the importance of building an emotional connection with this audience and telling its unique story in order to resonate with their aspirations and values.
The collaboration between Pomellato and Tmall brings mutual benefits to both parties. For Pomellato, it grants access to a vast and rapidly expanding market, enabling the brand to extend its reach and generate higher sales. On the other hand, Tmall gains from having a renowned luxury jeweller like Pomellato on its platform, elevating its reputation and attracting more high-end brands to join.
Overall, Pomellato’s introduction into the Chinese market through its Tmall store signifies the brand’s commitment to establishing a formidable presence in one of the world’s largest luxury markets. With its captivating designs and rich heritage, Pomellato is well-placed to capture the hearts of Chinese consumers in search of high-quality and distinct luxury jewellery.
Useful Links:
– Alibaba Group
– Pomellato Official Website
