Shuibei’s jewellery industry is determined to make a comeback and strengthen its role as the hub of China’s jewellery industry. To achieve this, industry stakeholders are collaborating with other sectors to create synergy through a series of crossover events.
The 2017 Crossover Fashion Show was recently held at the International Business Center (IBC) in the Shuibei region of Shenzhen, China. Parties from different sectors pooled their talents and resources to stage the show.
Amidst dazzling visual effects created by Shenzhen’s technology companies, models from New Silkroutes Group Ltd (New Silkroutes) ruled the catwalk in elegant gowns from Shenzhen Fashion Week, accented by stunning jewellery pieces provided by publicly listed companies.
The revitalisation of the Shuibei jewellery hub is slowly but gradually gaining momentum. Apart from improvements in product design, craftsmanship, corporate management and operations, the inauguration of IBC provided the necessary hardware for the upgrade of industry-related support services.
IBC is also hoping to transform itself into Shenzhen’s fashion centre by consolidating resources in the jewellery, fashion, culture, finance and technology sectors. It is believed that the influx of resources and professionals with new perspectives and vision will contribute to the growth and development of the jewellery industry.
The concept of harnessing resources residing in various sectors is not a new idea.
“Inter-industry convergence and resources-sharing are an effective way of improving efficiency. It is also a driving force in the development of the gold jewellery industry and jewellery consumption,” Zuo Jin Ping, deputy mayor of the Luohu District Government, said at the opening ceremony of the Shenzhen International Cultural Industry Fair Shuibei Jewellery Parallel Session.
Crossover events like fashion shows serve as effective platforms for various industries to communicate and collaborate. IBC President Lu Li Hang pointed out that these events will help them explore new business and profit models. By enhancing brand experiences and interaction through technological means, it is hoped that this could promote the sector, drive consumption and make fashion a part of daily life.
As such, IBC has entered into agreements with leading companies and institutions in the fashion, finance and technology industries during the show. The list included the Shenzhen Garment Industry Association, Guangdong Development Bank – Shenzhen Branch and the HTC VIVE VR Club.
Unveiling the ‘Dream Blues’ crown
Miss World 2017 and the New Silkroutes China Model Contest were the results of a strategic agreement between IBC and New Silkroutes. The “Dream Blues” crown was created for the latter competition. The crown, adorned with an 88-carat sapphire, was designed by Liu Fei, a graduate of the School of Jewellery of Birmingham City University and a multi-awarded designer.
Inspired by the city of Dunhuang, one of the important stations in the old Silk Road, the crown symbolises the fusion of cultures between the East and the West. By using the ribbon-themed design enhanced by graduating colours, the crown represents a bond between the two cultures, which also reflects the vision of “Belt and Road” and the crossover cooperation between IBC and New Silkroutes.
Liu hopes that his creation could, to a greater extent, help gain recognition for China’s industries and cultural heritage on the international stage.
Expanding market share
Shenzhen Ideal Jewellery Co Ltd (Ideal) was one of the six publicly listed companies that participated in the Crossover Fashion Show. According to company general manager Miao Zhi Guo, Ideal has been exploring the crossover concept for some time now to meet consumer needs.
For it to work, the crossover strategy must be practical, which means the concept itself must have commercial possibilities either as a product or a service, said Miao. He also pointed out that this concept is environmentally friendly since resources will be reallocated or reused.
Ideal’s crossover to the wedding photography field has been a success so far. The company initially invested RMB1.4 million ($205,000) setting up stores at wedding photography studios. Today, the business generates RMB1 million (about $150,000) in turnover each month.
Identifying its target audience is the reason behind Ideal’s success. According to the company, couples visit wedding photography studios an average of six times, much higher than the number of times they visit jewellery stores. This created opportunities for the manufacturer to introduce its products and engage with clients.
Ideal is planning to open 2,000 to 3,000 stores at wedding photography studios across mainland China within the next two to three years. Consumers of the post-80s and ‘90s generations are its target audience since these groups favour trendy jewellery collections.
Ideal is also teaming up with artists in creating a fine jewellery collection inspired by masterpieces of renowned traditional Chinese painters.
“Connoisseurs collect artworks; they also purchase jewellery,” said Miao. “The combination of fine art and jewellery is a new business concept that we are exploring.