Chow Tai Fook x Udesk: Digital Transformation for Traditional Jewelry Brands

Article Summary：As a century-old brand, Chow Tai Fook’s forward-thinking strategic vision, adaptable mindset, and embrace of digital rationality have led to remarkable performance, achieving sales of nearly a hundred billion and enabling it to navigate a century of history.

Old Chinese brands are a “golden signboard” cultivated in the history of our country’s industrial and commercial development. Under the new consumption pattern of shaping both international and domestic circulation, their brand value is being rekindled.

China is a major consumer of jewelry. Whether for weddings, self-indulgence, or investment, the substantial jewelry industry is sustained by it. As the leading player in the domestic market, Chow Tai Fook Jewelry has quietly joined the ranks of the world’s largest luxury goods companies.

Founded in 1929 with the vision of becoming the most trustworthy jewelry group globally, Chow Tai Fook Jewelry was listed on the main board of the Hong Kong Stock Exchange in December 2011. Despite being a century-old Chinese brand, Chow Tai Fook Jewelry has not been abandoned by the new era and new aesthetics as one might imagine. In recent years, it has become increasingly youthful, embarking on a new journey to capture the attention of the younger generation.

01 Capturing Consumers: Youthfulness and Online Presence

The “2021 China Gold and Jewelry Consumer Survey White Paper” from the World Gold Council reveals that the 25–35 age group comprises a significant 75.59% of primary consumers in gold shops. Furthermore, the percentage of 18–24 year olds interested in buying gold jewelry has risen from 16% in 2016 to 59%. This indicates that the “Z Generation” under 25 will lead future gold jewelry consumption. Chow Tai Fook is also targeting this trend in youth consumption.

Chow Tai Fook understands the aesthetic preferences of young people, offering Disney classic and Hello Kitty series products, and promoting them on Xiaohongshu (Little Red Book). Additionally, the company recognizes the shopping habits of young consumers, who prefer online channels over physical stores.

To cater to this, Chow Tai Fook has partnered with Udesk to introduce instant messaging (IM) services. These IM services are strategically integrated into various online platforms such as WeChat and Alipay mini-programs, facilitating customer support, order placement, product sharing, and inquiries.

Furthermore, Chow Tai Fook has introduced an AI text robot capable of addressing common customer queries and providing tailored product recommendations. This simplifies the online shopping experience for customers.

Internally, this system streamlines customer orders and assists with intelligent customer service, reducing the burden on manual support. It also records customer data from different channels, creating detailed user profiles for targeted marketing. Lastly, comprehensive report statistics offer insights into customer service efficiency and sales conversion rates.

02 Activate internal management: convenience and coordination

In the “2022 Sustainable Development Report” by Chow Tai Fook, it is stated that as of March 31, 2022, the company has a total of 28,431 employees (excluding franchise stores), with 90% of them being retail staff, spread across 5,902 retail outlets nationwide. Effectively managing such a large and dispersed workforce presents a significant challenge for Chow Tai Fook. As the business expands, internal coordination issues within the company are becoming more noticeable.

Pain points highlighted:

For regular employees: difficulty finding the right person to ask questions, low efficiency in email and phone communication, inability to track progress.

For functional departments: challenges in multi-party communication and tracking, inability to measure service value, ineffective knowledge retention.

For management personnel: inability to access genuine employee concerns, lack of basis for post-event review, low online system usage.

As a result, Chow Tai Fook has officially implemented an AI intelligent online interface system.

This system integrates various communication systems such as phone, email, and WeChat into a unified platform, managed by text robots and a call center. It also supports personalized self-service. The text robots can automatically respond based on the type of question, such as logistics information, material shipments, logistics transportation, lighting maintenance, specific payments, system inquiries, and branch suggestions, effectively resolving employee issues with a resolution rate of over 80%.

For unresolved issues, the robot can automatically transfer to human customer service for resolution and allocation. Additionally, the text robot can provide notifications and reminders based on the resolution progress, ensuring efficient problem resolution for employees. Furthermore, the system can automatically record employee issues and their resolutions, providing clear and transparent data.

System launch:

For regular staff: streamlined and convenient access for inquiries, quick and simple automated responses, timely updates and reminders on progress.

For departments: decreased repetitive tasks, quantified and acknowledged work contributions, effective accumulation of specialized knowledge.

For management: clear insight into employee needs, efficient project progress oversight, data-driven process enhancement.

As a century-old brand, Chow Tai Fook’s forward-thinking strategic vision, adaptable mindset, and embrace of digital rationality have led to remarkable performance, achieving sales of nearly a hundred billion and enabling it to navigate a century of history. Yet, consumer expectations surpass this. In the future, Udesk will continue collaborating closely with Chow Tai Fook, aiding its steady advancement and pursuit of greater influence and global prominence in the luxury goods market.

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The article is original by Udesk, and when reprinted, the source must be indicated：https://www.udeskglobal.com/blog/chow-tai-fook-x-udesk-digital-transformation-for-traditional-jewelry-brands.html