Jewelry maker sets out to impress attendees at import trade show

World-renowned jewelry and accessories brand Swarovski is set to bring a more luminous glow to the Chinese market with a range of beautifully representative works with a unique ability to combine advanced manufacturing technology and brilliant heritage.

The brand is attending the third China International Import Expo, from Nov 5-10, for the first time.

"We have seen the tremendous influence of the CIIE in the past two years, and it has become a platform for companies from all over the world to display themselves and interact with each other," said Sun Jue, managing director of Swarovski Crystal Business, Greater China.

"Swarovski is honored to participate in the CIIE in this special year, which also reflects the company's strong confidence and determination to be committed to the long-term development of the Chinese market," Sun said.

Sparkling at the expo

As a representative manufacturer of precision-cut crystals in the world, Swarovski hopes to communicate extensively with all the guests at the exhibition.

At its 225-square-meter booth in the Quality Life Hall of National Exhibition and Convention Center (Shanghai), visitors can admire Swarovski's representative works closely through five constructed rooms－all filled with crystal brilliance.

Swarovski has long been exploring collaboration between Eastern and Western design aesthetics and philosophy. The brand's exploration and enthusiasm for long-standing Chinese cultural and heritage integration is reflected in a series of products tailored for Chinese consumers, which are also being displayed at the expo.

From product to process, from innovation to technology, from brand to corporate social responsibility, the company hopes to fully present the information and brand image of Swarovski.

In China, for China

The outbreak of COVID-19 this year has hit economic and business activities around the world. China's economy has recovered strongly thanks to its continuous and effective control of pandemic.

The third CIIE demonstrates China's promise to open up the market and its strong support for trade liberalization and economic development.

"We have seen the Chinese government's ability and confidence to expand imports, promote consumption, stabilize foreign trade and foreign investment. It also continuously optimizes the business environment, promotes domestic and international dual cycles, and boosts the global economy," Sun said.

Founded in Austria, the 125-year-old company has won favor among consumers around the world for its precision-cut crystal, unparalleled brilliance and dedication to perfection, as much as relentless innovation. It now has approximately 3,000 branded retail stores in 170 countries around the world.

Swarovski was also among the first multinational companies to enter the Chinese market.

After three decades of development, the company has more than 400 stores across the country with more than 1,300 employees. It has invested more than 80 million euros ($94.24 million) in the Chinese market, according to the company.

"The Chinese market is Swarovski's largest and most important market in the world, and it has become the largest engine for global business growth.

"With its considerable economic volume, China is a huge market with a population of 1.4 billion that other countries can't match," Sun said.

Seeing the huge potential of consumption in the Chinese market, Swarovski is full of confidence in the prospects of the country's future development with our long-term strategy of "in China, for China", she added.

New growth engine

In recent years, Swarovski has actively promoted its sales through multiple channels and worked to improve the experiences of Chinese consumers.

"With our understanding of the Chinese market, we found that the average age of Chinese consumers is 10 years younger than in other regions around the world. This means the Chinese market is younger and of more vitality," Sun said.

Sun noted the new generation of consumers are becoming the new engine for future growth.

"The young consumer group will bring new opportunities for innovation and transformation, and it also shores up Swarovski's confidence to increase investment in the Chinese market for long-term development," she added.

It has also been upgrading its retail stores across the country. So far, it has launched new retail spaces－Swarovski Crystal Studio－in Beijing, Shanghai and Kunming. With a creative atmosphere and unique shopping experiences, the new retail spaces are expected to enhance interaction and communication with consumers, and therefore further boost urban consumption, according to the company.

Such new retail spaces will expand to more cities including Changsha, Guangzhou and Shenzhen in the coming months.

The company will also strengthen its penetration into the country's central and western markets through integrating its online and offline channels.

Sun said the company is also attaching great importance to Shanghai, which is the headquarters of the Crystal Business of Swarovski Greater China. The company plans to set up a regional trade headquarters in the city to further expand its business scope.

Meanwhile, Shanghai will be a base for the company to explore new retail business and service innovation.

"Shanghai is an important business market, and it is also a window for many multinational companies to enter the Chinese market. We will bring more world-leading innovative designs and services into China through Shanghai and create a better life for Chinese consumers," Sun said.