As a luxury real estate marketing professional, it is important to understand how a luxury brand is born and how it develops. Here is an example of the problems in developing the first Chinese brand Luxury Jewelry, Qeelin.
Founder Dennis Chen knew that he could not run Qeelin in China. The Chinese market will see it as a local brand, regardless of the quality of the product. He knew that the Chinese market would take the brand if it was successful in other countries.
The brand was released at the Cannes Film Festival in 2004. Maggie Cheung, winner of the Best Actress Award, wore jewelry. Since she was the first Asian actress to receive this honor, she received worldwide coverage. And jewelry!
The first sale was made in Paris. They chose Paris as their first selling point, because the world of jewelry in Paris demands the best. This prompted partners to strive and realize their potential.
Results:
"At present, we see ourselves as an international luxury brand originating from China, and we have a large proportion of our customers who are Mainland Chinese."
Qeelin's target market is women who love high-end jewelry (high quality) from luxury brands. They have an insightful look and are looking for handmade products with special stones. They do not follow trends; they follow what is considered the best.
The design style reflects the Chinese heritage Shang. One of the distinguishing features is a qing-qing (kiss-kiss, in Mandarin) goldfish with magnets embedded in golden lips. Chan explains: "Design has the opportunity to surprise and give our customers a little excitement through the unexpected."
When you launch and create your own brand as a professional in real estate marketing, it is important to understand your target market, that is, their demographics. It is also important to understand their psychological preferences - their psychography. Offering an unexpected, such as a wonderful closing gift, you too can surprise and captivate your customers and trigger an advertisement from word of mouth.
