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你有品位,我有態度 讓我們緣定尚美 Chaumet CEO悉尼專訪

文字:Gilbert Xia / Icy Ling

 

近2年來或許是隨著很多國家的新移民來到了澳大利亞,或許是因為網絡技術的日新月異發展,我們時尚澳洲的主編發現在澳大利亞開始品牌旗艦店的國際珠寶品牌越來越多。作為澳大利亞最為繁華的城市之一—-悉尼,當然成為了這些奢侈品牌的首選之地。先是卡地亞把旗艦店搬進了具有百年歷史的小樓,隨後蕭邦入駐悉尼市中心,緊接著梵克雅寶也在悉尼市區開設了旗艦店。2018年5月8日,又一家具有百年歷史的皇室珠寶品牌尚美巴黎入駐悉尼的Westfield購物中心,可以看出對於悉尼市場非常的重視。

尚美巴黎一改以往的整體裝修風格,全新的風格給人一種清新典雅的感覺,悉尼旗艦店更是最為全球第三家運用這個裝修風格的旗艦店。可見尚美對於澳大利亞市場的重視程度非常的高。

尚美的全球CEO Jean-Marc Mansvelt不遠萬里,從法國巴黎飛到了澳大利亞悉尼參加了開業典禮。我們時尚澳洲作為澳大利亞唯一華語奢侈品雜誌有幸得到了對他專訪的機會。下面就是我們專訪的內容。

1.在Swiss concept和Monards的店之後尚美的新旗艦店終於在悉尼的Westfield開業。在這個新店開業之際尚美巴黎對於澳大利亞市場有何期待?

Jean-Marc Mansvelt:首先我們期望尚美這個品牌能被更多的人認識,我們相信澳大利亞市場將會是一個非常活躍的市場。其次我們期望澳大利亞會有更多的人能因為我們的到來從而愛上珠寶。所以我們覺得現在對於我們來說是一個非常好的時機進入澳大利亞,讓大家來了解我們。在接下來的一年內,我們期望澳大利亞的消費者能夠更加深入的了解我們,知道我們在世界珠寶市場中一直扮演著重要的角色,並且了解我們在各類珠寶品牌中是非常獨特的存在,不同於其他任何品牌。

 

2.在今後的幾年裡尚美是否會嚐嚐盡可能多的在澳大利亞開設新的店鋪?

Jean-Marc Mansvelt:當然會,但是我們希望能夠慢慢的去完成這個目標,從而做到一切完美。我們並不急於求成,眾所周知我們尚美已經成立了將近250年了,所以我們並不著急,因為我們有很多的時間。不過第二家旗艦店已經在籌備當中了,會在墨爾本9月份與大家見面。在接下來我們還是會尋找時機會有更多的店與大家見面,但是重中之重在於把我們的每一件事情做好,做對。我們不能急於求成,目前我們所能做的是在我們這第一家旗艦店內盡量給予我們的顧客完美服務和體驗,之後我們才會去進一步發展。

 

3.在最近這1,2年內我們注意到有比較多的珠寶品牌進入到了澳大利亞市場。是什麼原因把尚美帶到了澳大利亞?

Jean-Marc Mansvelt: 首先我們知道澳大利亞的消費者對珠寶越來越感興趣,雖然澳大利亞已經有了很多的珠寶品牌,但是我們覺得澳大利亞消費者會有興趣發掘更多的珠寶品牌。第二是因為澳大利亞消費者對於藝術品和美好的事物有一種強烈的追求。我覺得尚美在澳大利亞會有自己特殊的地位和市場,因為我們是整個現代珠寶的奠基人。這和我們尚美想表達的理念不謀而合,因為有追求我們才能夠更好的在消費者中展示自我。對於尚美的消費者來說他們一定是對美和藝術有自我追求的,所以他們選擇了尚美“,選擇”是一件非常重要的事情,因為他們想要的並不是一件人人都有的珠寶,而是與眾不同的感受和體驗。

 

4.經過我們的數據調研尚美已經在中國開設了18家店鋪。並且很多的中國女藝人選擇尚美來做自己的結婚對戒和婚戒。這些名人的選擇對於尚美在中國市場起到了非常積極正面的影響。你覺得現在尚美會在澳大利亞也採取類似的方法嗎?

Jean-Marc Mansvelt: 這個當然是可行的不過這更取決於他們自己的選擇。其實在中國發生了一件非常有趣的事情,去年我們在中國取得了巨大的成功,而且非常迅速,這個名人效應讓尚美吸引了非常多消費者的關注。

我現在還是想回到上一個問題所說的“選擇”這個詞。其實這些名人是她們自己選擇了尚美,並不是尚美去找的她們。尤其是Anglababy的婚禮引起了整個中國的矚目,她不僅佩戴了尚美的婚戒,更是在人生最美好的那個瞬間佩戴了尚美的皇冠。當她選擇了在巴黎的尚美購買婚戒的時候其實就已經是選擇了追求卓越完美。

如果在澳大利亞有名人想要追求卓越,想要擁有和別人不一樣的珠寶,那我們會很高興能為她們服務。不過還是她們的選擇為主,而不是我們。

 

5.尚美接下來在澳大利亞會有怎樣的市場策略?是否會對澳大利亞本地的中國人有一些特殊的市場策略?

Jean-Marc Mansvelt:我們肯定會做市場,但是我們不會把市場分開說中國人、意大利人、還是希臘人市場。當我們展現在消費者面前的時候,總是會保持著卓越的狀態來對待任何一個對尚美感興趣的顧客。就目前而言我們的市場戰略非常的明確簡單。尚美已經進入了澳大利亞市場,而且反响很热烈。接下來我們就需要對客人訴說我們尚美的故事,我們已經有250年的歷史了,確實有很多的故事想要分享給大家,我們會慢慢傳達給選擇尚美的客人。

 

6.在2017年尚美在北京故宮的“尚之以瓊華 – 始於18世紀的珍寶藝術展”獲得了巨大的反響和成功。這樣類似的展覽在近期在澳洲舉辦嗎?

Jean-Marc Mansvelt:我們剛剛進入這個市場,還有很多的時間一步一步慢慢來,等到時機成熟的時候我們一定會舉辦類似的展覽。因為對於尚美來說我們舉辦的每一場展都是不一樣的,並且沒有重複的展品,我們需要花時間了解市場才能確定展覽的主題和展品。

結語:通過專訪我們可以看出尚未巴黎作為一個百年珠寶品牌的從容和淡定,品牌所有的決定都會跟隨整個品牌的定位和在珠寶屆的地位尚美想做的是確確實實從客戶出發,給予客人極致完美的體驗,只針對少部分有品位有選擇的客人。而不是急於把品牌過於推向商業化,從而忽略了許許多多的細節。這是一個百年企業應有的素質和對澳大利亞市場的尊重。

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