Chow Tai Fook
Chow Tai Fook - Jewellery Philippines
Timeline: 2019 - Ongoing
Client: Chow Tai Fook Group
Industry: Luxury Goods / Retail
Location: Philippines / Hong Kong
Project
Chow Tai Fook group (“CTF”) is a Hong Kong–based privately owned conglomerate that is engaged in the jewelry, property development, hotel, department store, transportation, energy, telecommunications, port, casino and other businesses.
Summary
Launch the Chow Tai Fook luxury jewelry brand in the Philippines market. Filipino buyers were usually buy gold and diamonds from small family shops or overseas during traveling or work. Expats and tourists do not trust the local retailers.
Services Provided
- Market Research
- Strategy Workshop
- Launch Design
- Marketing Collaterals
- Social Media Management
- Graphic Design
- Overseas Creative Consulting
Challenge
Launching a Chinese luxury jewelry brand into the Philippines market brought the challenge of crafting the right visuals and messaging - overcoming biases built in Chinese market successes and helping the client understand the differences in the Philippines market.
Research
We used desk research to identify four target audiences; High-Income Families, Chinoy (Chinese/Filipino), Chinese Tourists/Expats, and OFW workers. These key segments were then interviewed to understand buying behaviors for gold and luxury jewelry.
Solution
Based on the research it was determined to launch the first location inside a high end casino shopping gallery, providing access to which provided access to the highest concentration of target audiences. We also created the launch campaign focused on celebration and family to introduce the brand to the Philippines audience.
Outcome
CTF successfully launched their first store in Solaire Casino with plans to launch two more locations in 2020 (both currently delayed in the wake of extended quarantines in the Philippines). The successful launch has prompted CTF to create exclusive items for the Philippines market.
Thank you.
