Top jewelry brand Cartier will open 5 stores in the Mainland

“In 2006, Cartier will add five stores in the Mainland, three of which will be located in the north, and two will settle in cities along the coast of Zhejiang. Preparations are in full swing.” General Manager of Yamanaka Central District of Cartier In an interview with the "Daily Economic News", he said.

"Our goal is that in 2010 or so, Cartier will surpass 30 stores in the mainland," said Yale. At present, Cartier has a total of 12 stores in the Mainland. Cartier entered the mainland in 1990 and was one of the first luxury brands to enter the mainland. In the 14 years that followed, Cartier had only three stores in the mainland; in 2004, Cartier soared six stores; in the past year, three more were established in Chengdu, Qingdao, and Changchun. Jane Yavin said that this is Cartier's natural response to the maturity of the mainland luxury market.

To speed up the expansion, Lu Huiquan, president of Cartier China, once stated that he is consolidating his competitive advantage as the first entrant to the mainland market. The competition facing Cartier is self-evident. In December 2002, Piaget, the top jewelry watch brand, opened its first store at the Wangfujing Hotel in Beijing. In less than three years, there were five stores in the mainland. Luxury brands including LVMH and other luxury brands also expanded their retail sales. Outlets. Jane Yavin believes that after more than ten years of cultivation, Cartier has a high degree of recognition as a top luxury brand. In the future, the focus of Cartier's work is to cultivate the understanding of Cartier's brand connotation and brand culture through a large amount of media advertising and unique promotional activities to build up their emotional identity with the brand.

In terms of institutional setup, Cartier currently does not have branches in the Mainland, and Shanghai and Beijing each have a representative office responsible for brand operations and marketing. Hong Kong-based PARAGON is Cartier's sole agent in the Mainland and is solely responsible for the specific implementation of Cartier's brand strategy and the construction of specialty stores.

“In addition to the construction of franchise stores, we will continue to strategically expand sales outlets in potential cities and make it easier for consumers in various cities to purchase Cartier products,” said Jan Yatvin.