Goldian Group is an influential property developer in Southern China. In order to diversify their business, they established a high-end jewellery brand. They have invested significantly in the brand, engaging heavyweights from LVMH to spearhead design. As part of this investment, Goldian engaged AgencyChina to do the following:

Understand Competitive Landscape
Using industry data, e-commerce data and proprietary research tools, AgencyChina presented a comprehensive analysis of the domestic high-end luxury jewellery sector. The analysis identified top high-end jewellery brands’ market share was increasing at the expense of smaller players. This heightened the need for a sound market entry strategy in clear niches.

Clarifying Pricing Assumptions
The AgencyChina team undertook a comprehensive pricing analysis in identified niche segments. This validated some of the brands’s initial pricing assumptions, but challenged others – leading to a refreshed pricing strategy that better matched the brand’s business needs and category dynamics.

 Better Understand Target Segments 

AgencyChina leveraged its previous research and industry knowledge to identify six appropriate segments for the brand’s existing jewellery lines. AgencyChina also recommended which segments to target, and which channels to own. This culminated in a robust marketing strategy, which guided Goldian and gave momentum to the new jewellery brand as it brought its stunning collections to the market.