Shenzhen Jewellery Fair innovations put focus on customer experience
The China International Gold, Jewellery & Gem Fair – Shenzhen (Shenzhen Jewellery Fair) is responding to changes in the trade show landscape by introducing innovations that put a premium on customer experience.
At this year’s edition, scheduled from 19 to 22 April 2018 to be held at the Shenzhen Convention & Exhibition Center, more than 300 local and overseas exhibitors from 13 countries and regions will be exhibiting, including companies from Austria, Australia, Finland, Germany, Hong Kong region, Japan, Korea, Mainland China, Poland, Sri Lanka, Taiwan region, Thailand and Turkey.
Despite having already gained a reputation as a must-attend event, the Shenzhen Jewellery Fair presses on each year with advanced new features designed to enhance participant experience.
One of these innovations is Brand Village, a venue that gives leading companies the opportunity to showcase their image and latest collections to a large number of current and potential customers. Brand Village integrates new branding and product series, innovative materials and technologies, trendy and leading concepts, and inspiring business models.
Chow Tai Fook T Mark, Swarovski Professional, Shanghai Laomiao Jewelry Co Ltd, Cmoy Jade, King Kai Fook Jewellery and Shenzhen Kaiente Jewellery Co Ltd are amongst the leading brands participating this year.
“Brand Village goes beyond showcasing the brand as a slogan, logo and packaging,” says Teddy Tan, Event Manager, China Jewellery Fairs, UBM China (Guangzhou) Co Ltd. “It allows the brands to enhance relationships with existing partners, and develop new market leads. Brand Village delivers the whole package.”
The look of Brand Village reflects the changes in the Shenzhen Jewellery Fair’s overall aesthetics, aimed at enhancing the environment for doing business; it strikes the right balance—elegant yet relaxed and comfortable.
“The landscape of how people live and work has veered toward comfort,” continues Mr. Tan. “Our exhibition spaces deliver that without diminishing the participants’ need for a professional and private space to transact business.”
Having local designers play a role in the Shenzhen Jewellery Fair was an easily accomplished task for fair organiser, UBM Asia. The debut of the Designer Pavilion at this edition not only reflects the Shenzhen Jewellery Fair’s theme, “Jewellery Resources China 2018”, but also pays homage to Shenzhen’s vibrant jewellery design and manufacturing heritage.
“We wanted to give local, independent designers the platform to communicate their visions directly and help them build a loyal and engaged audience,” says Mr. Tan.
The Designer Pavilion showcases this expertise in cooperation with the Shenzhen Jewellery Designers Association. Mr. Tan explains, “This is a valuable opportunity for visitors to communicate with individual designers in Shenzhen and witness the debut of their great works and ideas. It is something we couldn’t have achieved without the partnership with the association.”
Unmanned jewellery convenience store
The fair is retooling the jewellery shopping experience by launching a jewellery self-service shopping. The smart shopping experience innovatively integrates technology and jewellery sales, enabling consumers to try and buy jewellery in an unmanned space. All a buyer needs to do is scan a QR code to open the door of the unmanned booth, and once inside, the buyer can inspect or even try on a piece of jewellery, select a product and scan the QR code again to pay. The door will open after payment is made.
“As competition heats up and the global jewellery market becomes more complex, brands and manufacturers need to retool the supply chain or enhance customer shopping experience. We made this possible not only due to the advances in information and communications technology, but also thanks to the increasing sophistication of our buyers in the use of technology, specifically in online shopping,” says Mr. Tan.
Helping enhance the trade show experience at the fair are other new features, including:
• Jewellery Live Broadcast – Tapping on the popularity of live broadcasting through online platforms in China, Jewellery Live Broadcast invites renowned jewellery manufacturers who have promoted their companies or brands through online broadcasting. Here they will speak about their success and give helpful hints to inspire others to try this innovative channel in jewellery sales.
• Fashion-Jewellery Crossover – To further inspire participants, features that integrate jewellery with fashion elements, such as accessories and clothes, will be prominent at the Shenzhen Jewellery Fair.
• 3D printing technology support – 3D printers and technology applicable to the jewellery industry will be available at the fair.
Educational sessions and networking events
• Factory Visit Programme – A half-day factory visit is available for a select group of overseas jewellery trade buyers who have pre-applied to join the visit. The programme arranges visits to jewellery or diamond factories in Shenzhen to showcase talents and innovations that have helped propel the city as a manufacturing hub.
• Swarovski Seminar – The Austrian company synonymous with accessible luxury will present trends and solutions on how to excite consumers with awe-inspiring jewellery through its “Spring/Summer 2019 Crystal Trend Inspirations” seminar.
“Aside from imparting the necessary industry and operational knowledge, the Shenzhen Jewellery Fair is rich in networking opportunities that link attendees with some of the industry's most important decision-makers,” says Mr. Tan.
With these innovations combined with UBM Asia’s reputation in the trade fair circuit and its powerful database of qualified buyers, the organiser is unquestionably confident about the turnout.
“The Shenzhen Jewellery Fair has proven itself as an efficient platform for trade buyers to source jewellery, loose diamonds, gemstones and pearls, tools and equipment, and related services,” continues Mr. Tan. “We expect to maintain or even slightly surpass the 10,000-mark in visitor number this year.”
Commenting on the China market, Mr. Tan says the Shenzhen Jewellery Fair has equally proven itself as springboard into this key market. He says, “The current jewellery market in China is stable and looks promising well into the future, but challenges do also exist because of fast changes in consumer values, technology and the business environment, such as new retailing modes. The current market requires jewellers to do business more creatively. They demand valuable resources to upgrade and support their sustainable business development. But I believe this year’s Shenzhen Jewellery Fair has outdone itself in delivering all these.”
Special Event List
Venue: Jewellery Market Summit Zone (Hall 7)
Venue: Business Matching & Seminar Zone (Hall 8)