Recently, Deloitte (Deloitte) announced the 2021 global luxury 100 companies list, Chao Hongji fashion jewelry is impressively listed. As a fashion jewelry brand originating from the East, Chao Hongji has always adhered to the mission of promoting oriental culture for 26 years, relying on the concept of "letting traditional fashion regenerate", adhering to original fashion design and ingenuity craftsmanship, and has been recognized by the market.
Brand culture to create the national tide gene
Behind the popularity of "national tide" is the rise of Chinese brands from Made in China to China's pride, and also the cultural return driven by the improvement of China's economic strength, which contains cultural self-confidence, condenses the dream of national rejuvenation, and leads the development of new fashion trends. Chao Hongji, which has always drawn inspiration from oriental culture and adhered to the inheritance and innovation of traditional intangible cultural heritage crafts, has also encountered new development opportunities.
As one of the "Eight Gems of Yanjing", filigree inlay is a royal technique of palace jewelry that is on the verge of being lost, and was included in the national intangible cultural heritage in 2008. Liao Chuangbin, president of Chao Hongji, has spent nearly 20 years investing a lot of manpower and financial resources to set up a museum and filigree inlay studio, inviting non-hereditary heirs to teach apprentices. It took four years to create the world's largest filigree inlaid architectural work "Filigree Wind and Rain Bridge". The "Treasure of the Town Hall" of the Chaohong Ji Zhenbao Jewelry Museum is 5.2 meters long and 2 meters high is the main material of more than a dozen old craftsmen after four years, using 350 kilograms of silver and 4 kilograms of gold as the main material, supplemented by jade, jade, agate and other precious gemstones totaling more than 30,000 pieces, set seven of the eight filigree craft techniques: pinching, saving, welding, stacking, building, weaving, weaving, also known as the modern version of the textbook of filigree inlay.
The largest surviving filigree inlaid architectural work "Chaohongji Filigree Wind and Rain Bridge"
Liao Chuangbin believes that the best protection of intangible cultural heritage is to make it regain its market value. To this end, since 2018, the "Filigree Creation and Research Residency Project" has been launched, aiming to invite well-known art masters at home and abroad to stay at the Chaohongji Filigree Protection Base to deeply understand the Chinese filigree craft and cultural background, and bring a new visual aesthetic to traditional handicrafts with a new design vision. Coinciding with the "national tide" wind, in 2019, Chao Hongji and Mr. Nendo Sato launched a series of filigree candy series once launched, creating a new consumption model of intangible cultural heritage. In the past two years, a series of ancient and modern uses such as the "JingZhi" and the "Bamboo" inspired by the opera Huadan have been successively launched, and the old has been introduced, from the ingenuity of craftsmanship to the beauty of color, which is breathtaking, and has also become a unique market mark of Chao Hongji.
Chao Hong Ji Jing Chu series
Chao Hongji Boom Bamboo Series
Chao Hongji proposed the "national tide" at this time, not to go with the flow. In the practice of many years, Chao Hongji has paved out a feasible path of localization development - if the brand wants to seize the dividends of the times, it should continuously draw nutrients from Chinese civilization.
Cultural empowerment marketing breaks the circle
In order to let the ancient skills be understood and accepted by more young people. Chao Hongji has successively launched crowdfunding in filigree candy with the Ali platform, and has appeared on Weibo hot search as a brand representative on Tmall Guochao Day, which is not only a high-minded way of brand marketing promotion, but also a way to use the traffic platform to make traditional crafts a topic for young people to discuss. In addition, this year, Chao Hongji has twice launched a joint name with Hua Xizi, and the concentric lock created by the filigree process has surprised a number of brand fans once it was listed. This is the same as the previous Starbucks Filigree Starbucks Rewards Card cooperation, which is through cross-border alliances, so that the intangible cultural heritage through marketing breaks the circle. And the eye-catching data here also proves that Chao Hongji can not only read the needs of young users, but also especially "play", always accurately capture the taste of young users.
Chao Hongji X Starbucks Filigree Starbucks Rewards Card
Chao Hongji X Huaxizi concentric lock
Products with "national tide" as the selling point actually have "hard power" in terms of design, quality, brand connotation, etc., so as not to appear to be marketing "too strong". Since its inception, Chao Hongji has always held the belief of "reviving traditional culture and fashion", injecting fresh blood of modern aesthetics and art into traditional handicrafts. Under the premise that the brand contains enough heritage, with the current trend, it will naturally come to fruition.
Digitalization powers brands to leap forward
The digital transformation of traditional brands has become a major trend, and the head enterprises have laid out digitalization early, and Chao Hongji is no exception. Since 2015, Chao Hongji has launched digital projects and completed the construction and opening up of major systems. At the beginning of 2020, the epidemic seriously affected Chaohongji's offline physical stores. In the face of danger, ChaoHongji began to comprehensively promote the innovative model of "one store and one cloud store" with the digital foundation of forward-looking deployment, promoted the further integration of enterprises online and offline, and truly realized boundless retail, so that interested users can reach the closed loop of transactions at any time and place. This is also an important foundation for ChaoHongji's rapid recovery when the epidemic comes, and a solid guarantee for brands to achieve rapid growth in the post-epidemic era.
This year, Chaohongji Jewelry won the "Industry Benchmarking Award" and "Live Broadcast Special Award" issued by Tencent, and the first public-private linkage live broadcast of the jewelry industry co-created with Tencent Smart Retail - the 2021 Jackpot Trend Trend was released, which set a single million traffic, nearly 10 million interactions, and a total of more than 70 million commodity transactions. This live broadcast was also included in the marketing case of Tencent's smart retail white paper.
Chao Hongji lottery trend live
Based on cultural genes, adhering to original fashion design, seizing the opportunity of the times, and finding the right positioning, Chao Hongji is becoming a model for Chinese jewelry to go international. Under the background of China's comprehensive national strength, it will show the world a more exquisite oriental beauty.
Author: Huang Xiaoyun
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【Source】 Southern Press Media Group South + client