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Shenzhen Jewellery Fair Innovations Put Focus on Customer Experience

Thursday, April 12, 2018

Jewellery designed by Ms. Tan Shasha (PRNewsfoto/UBM China (Guangzhou) Co., Ltd)


Source : UBM China (Guangzhou) Co., Ltd

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Hosted by UBM China (Guangzhou) Co., Ltd., 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, Japan, Korea, Mainland China, Poland, Sri Lanka, Taiwan, 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.

Brand Village

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."

Designer Galleria

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.