乐尚街

The art of selling €700,000 necklaces online
高级珠宝营销:回归一对一上门服务


疫情让高级珠宝品牌将营销转到线上。但与此同时,一对一上门服务被强化。manbetx3.0 市场成为高级珠宝的营销重镇。

At the end of June last year, the season’s high jewellery launches were in full swing: Dior was in Venice, treating clients to a ballet performance at the Teatro Malibran opera house and dinner under Tintoretto paintings at the 16th-century Scuola Grande di San Rocco. Bulgari, meanwhile, treated some 200 clients to Capri for boat tours, cooking classes and dinner alfresco at the medieval monastery Villa Certosa. Clients rubbed shoulders with Alicia Vikander and Uma Thurman while enjoying a catwalk jewellery show and private concert by Nicole Scherzinger.

去年6月末时,当季高级珠宝系列的发布活动进入了最高潮:迪奥(Dior)将发布会设在威尼斯,邀请客户到马里布兰剧院(Teatro Malibran)欣赏芭蕾表演,并在建于十六世纪的圣洛克大会堂(Scuola Grande di San Rocco)内享用晚餐,抬头即可欣赏到丁托列托(Tintoretto)的画作。宝格丽(Bulgari)则邀请约200名客户到意大利卡普里岛(Capri)乘船游览,参加厨艺课程并在曾是中世纪修道院的赛托萨别墅(Villa Certosa)享用户外晚餐。客户们与女演员艾丽西亚•维坎德(Alicia Vikander)以及乌玛•瑟曼(Uma Thurman)等名人一同参与活动,欣赏珠宝时装秀以及由妮可•舒辛格(Nicole Scherzinger)献唱的私密演唱会。

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