CHJ Jewellery

Country / Region: China

About CHJ Jewellery:

Since 1997, CHJ Jewellery (CHJ) has been a fashion jewellery trendsetter in China with its outstanding quality, creative innovation, exquisite craftsmanship and commitment to K gold diamond jewellery. CHJ Jewellery aims to lead China jewellery industry into the modern era with its brand philosophy “Fashionable in seasons and approachable luxury”.

As one of the largest jewellery brands in mainland China, CHJ was chosen by Forbes in 2012 as “one of the listed companies with most potential in China”, and has since 2004 been selected by World Brand Summit as one of “China’s 500 most valuable brands” for 16 consecutive years. CHJ Jewellery today has nearly 1000 stores in more than 190 cities in China. With outstanding shopping environment and quality service, CHJ is committed to bringing the customers extraordinary shopping enjoyment and experience that exceeds their expectation.

What the judges have to say:

CHJ is a niche player among its peers in its retail strategy; Mr. Liao Chuangbin, CEO of CHJ, focus on making jewellery for the post-90s millennials, who has strong confidence in themselves, are constantly looking at accessories that speak for them. Perhaps Mr. Liao’s passion for integrating traditional arts and crafts with a twist of modern design helps continue giving impetus to its ever-changing product offer.

Almost 90% of their 1000 retail stores has to close down during the Corvid-19 crisis, CHJ spent no time to implement their online retail strategy called “Yundian” in Feb, a concept that was in the pipe line for some time as they were constantly revamping its engagement strategy with its target audience.

“Yundian”, a smart cloud store, integrates a variety of online and offline capabilities into one synchronised platform. It is a one-stop shop for addressing customer queries, managing inventory and monitoring supply chain among others. The result was exceptional with good sales results and good feedback from customers.