Chow Tai Fook Visit June 2012 Section 3 – Kununurra 周大福访问团 2012 年 6 月第三站 – 库努纳拉

CONFIDENTIALCONFIDENTIAL

Chow Tai Fook VisitJune 2012Section 3 – Kununurra周大福访问团2012 年 6 月第三站 – 库努纳拉


The purpose of today今天的培训目的

• Understanding fashion jewellery and its potential in China• 了解时尚珠宝及其在中国的市场潜力

• A new way of selling: sales strategies for fashion jewellery• 探讨新的销售方式：时尚珠宝的销售策略

• Review Australian Colours training programme• 回顾逸彩系列培训课程

• Team exercises - role playing & joint problem solving session

• 团队练习 — 角色扮演和共同解决问题时段

• Wrap-up for the week• 本周活动结束


Our training occurs in three sections我们的培训分三个部分

Section 1第 1 部分

Wednesday 27th周三， 27 日

Perth珀斯

• Welcome, introductions and safety + agenda for the week• 欢迎、介绍和安全 + 一周行程安排

• Why are we here – objectives + expectations• 此行的原因 – 目的 + 期望

• Introducing Rio Tinto• 介绍力拓公司

• The Rio Tinto & Chow Tai Fook Partnership• 力拓与周大福的合作伙伴关系

Section 2Thursday 28th Argyle Mine

第 2 部分周四， 28 日

参观阿盖尔钻矿

• Welcome, introductions and safety• 欢迎、介绍与安全

• Introducing the Argyle Diamond Mine• 介绍阿盖尔钻矿

• Mine Tour• 参观矿山

• Understanding Argyle diamonds• 了解阿盖尔钻石

• Question & Answer• 问题与解答

Section 3第 3 部分

Friday 29th 周五， 29 日Kununurra

库努纳拉

YOU ARE HERE

你目前的位置

• Introducing Fashion Jewellery – trend, research, case studies• 介绍时尚珠宝– 发展战略、探讨及案例研究

• Team exercise• 团队练习

• Fashion jewellery sales strategies• 时尚珠宝销售战略

• Role playing & joint problem solving session• 角色扮演及共同解决问题时段

• Wrap-up for the week• 本周活动结束


In this section: Understandingfashion jewellery本节重点：了解时尚珠宝

• Fashion jewellery is a well established international trend

• 时尚珠宝是一种成熟的国际化趋势

• Diamond fashion jewellery has strong potential in China

• 中国市场对时尚钻石首饰的潜在需求强劲

CONFIDENTIALCONFIDENTIAL5

10 minutes10 分钟

Lets start with a warm-up exercise to understand your perspectives让我们首先通过一个热身练习来了解您的观点

• Break out into Groups of 2 or 3. Using the cards provided:• 将学员分成 2 组或 3 组。根据手中的卡片：

– Select 3 cards that describe the hopes, fears and expectations you have about training the CTF sales staff on fashion jewellery / Australian Colours

– 选取 3 张卡片，分别描述身为周大福销售人员的您对于时尚珠宝首饰 / 逸彩系列培训持有的希望、担心和期待。


• Affordable, daily diamond jewellery• 价位适中、适合日常佩戴的钻饰

• Serves as an accessory, for example to complement an outfit• 比如装饰套装的配饰

• Different to ‘fine’ jewellery which is regarded primarily as an investment or ‘love pledge’

• 不同于被主要视为投资品或爱情信物的“奢华”珠宝

• A complement, not a substitute and not substitutable to/with other fine jewellery in a woman’s wardrobe

• 女性衣橱内奢华珠宝的补充，而非其替代品，也不能被替代

What is diamond fashion jewellery?何谓时尚珠宝 ?


• We enlisted the services of an international expert on global jewellery trends

• 我们邀请国际专业机构围绕全球珠宝首饰趋势展开调查

• They study current and predict future jewellery trends

• 该机构在研究当前珠宝趋势的同时对未来的发展趋势做出预测

Diamond fashion jewellery is a well established trend in the West – independent market analysis 时尚钻石首饰在西方已经成为一种成熟趋势 — 独立市场分析


• Fashion and jewellery • 时尚与珠宝首饰

• Celebrity culture• 名人效应

• In the media• 媒体报道

• Case study: Tiffanys• 案例研究：蒂凡尼

How do we know diamond fashion jewellery is well established? 如何判断时尚钻饰珠宝已经成为一种成熟趋势？


Prada, SS2012Valentino, SS2012Louis Vuitton , SS2012

Fashion and Jewellery時尚與珠寶首飾


Celebrity Culture名人效應


In the media媒体报道


2000’s

1980’s 1990’s

Case study: Tiffany & Co: From a jewellery focus to a fashion focus案例分析： Tiffany & Co — 从关注珠宝到关注时尚


Why the diamond fashion jewellery trend? 形成这一趋势的原因• Affordability • 可負擔

• Emotions • 情感

• Story-telling • 故事性

• Self-purchase for pleasure • 自我購買的愉悅

• To accessorize • 用來裝飾

• To feel unique • 感受與眾不同


Diamond jewellery has evolved 钻石首饰的发展历程– Until the 1990’s, diamonds were viewed

largely as a luxury afforded only by the privileged

– 直至 1990 年代，钻石在很大程度上被看作是特权阶层才能拥有的奢侈品

– But, in the West, the concept of luxury has evolved, luxury has become an emotional experience

– 但是，在西方，奢侈品的概念已经进化，奢侈品已经成为一种情感体验

– It is no more about the high value of a product, but about making the consumer feel special.

– 不再仅仅只是高价值的产品，而是让客户感受到与众不同


Consumers want affordability消费者希望可以负担

– Today, we see accessible gems within reach even to the mass market

– 今天，它的内涵侧重于更易获得的珠宝，进而成为大众市场的新宠

– The market has evolved from an exclusive approach to diamond jewellery to a fashion approach

– 市场随之而动，钻石珠宝首饰已经从身份象征走向时尚


Tiffany & Co advertisement campaign

Consumers want emotional experiences品牌更加注重推销情感体验


Consumers want stories消费者渴望故事


Vogue China, February 2012

A self-purchase for pleasure rather than carat weight购物快感胜过克拉重量


Consumers are influenced by fashion and want to change jewellery often在时尚的感召影响下，消费者希望时常更换珠宝首饰

– Diamond jewellery as a fashion accessory associated to lifestyle– 钻石珠宝成为联系生活方式的时尚配饰


Consumer purchase decisions are increasingly driven by their hearts, they want to feel unique消费者越来越倾向于听从内心驱使而做出购买决定，他们想要与众不同


Aspirational trend–setting brands 引领潮流的品牌– The top luxury brands are aware of the market changes and are

reflecting it in their product offering with fashion jewellery.– 高端奢侈品牌已经意识到市场的变化，他们通过时尚珠宝反映出这

种变化

– Consumers all over the world follow these brands and are inspired by their designs.

– 全世界的消费者追随着这些品牌并为他们的设计所启发


International retailers are responding to this trend with the use of small diamonds 国际零售商借助小钻的魅力应对这一趋势– As a result, we are seeing a broad use of small diamonds by big

brands– Using small diamonds allows more flexibility to be more creative

with innovative design whilst remaining affordable

– 因此，我们看到使用小钻的广阔市场– 大品牌使用小钻是因为小钻创造漂亮而创新设计的灵活性更强，并且他们在更具创造力的同时也更容易为大众所接受


Embroidery and lace effects

刺繡及喱士效果

Stefan Hafner

Dior

ChopardMVee

Casato

Ivanka Trump

Vogue Germany


Louis Vuitton

Repossi

Ivanka Trump

Lightness輕盈

Katie Decker

W Magazine, March 2012

Crivelli


Gucci SS2012

Vahan

Boucheron

David Webb

Geometric forms幾何圖形

Tiffany & Co

Birks and Mayors

John Hardy

Art Deco装饰艺术


Vhernier

Salvatore Ferragamo

Chanel

Laurenz Baumer

Vogue Jewellery, Italy

Tiffany & Co

Piaget

Palmiero

Black & White黑與白


The New York Times

Palmiero

Piaget

Van Cleef and Arpels

Dior

A Jaffe

Bold colours大膽的色彩


BoucheronCartier

Harry Winston Dior

Vogue Jewellery, Italy

Modern Nature现代自然


– It has become so much about design that designers are using unusual, imperfect gems

– 它与设计的相关性如此之强，设计师开始使用奇异而不完美的宝石


Boaz Kashi

Todd Reed

Kimberly Mc Donald

Sutra JewelsDiamonds in the rough Todd Reed


Arunashi

Bavna Jewelry

Dior

Marco Bicego

Tiffany & Co


• ___________________

• ___________________

• ___________________

• ___________________

Summary: The international diamond fashion jewellery trend 总结：国际时尚钻石首饰趋势

A well established international trend responding to consumers needs with small diamonds 借助小钻应对消费者需求已经成为一种成熟的国际趋势


Shanghai上海

Xi’an西安

Shenyang沉陽

Chengdu成都

Xiamen廈門

Closer to home, independent market research shows China is ready for fashion jewellery 本地市场调查 — 独立市场调查显示，中国的时尚珠宝市场蓄势待发

• We enlisted the services of Ipsos - one of the largest research companies in the world

• 我们邀请 Ipsos 发起调查 - Ipsos 是全球最大的独立调查事务所之一• Surveyed women in 5 key cities• 调查对象为五个重点城市中的女性群体


Before we go on we’d like to get your feedback在进入下一个环节之前，我们希望倾听您的意见

• What are the key barriers to selling the Australian Colours collection / fashion jewellery compared to other collections?

• 与其他系列相比，销售逸彩系列 / 时尚首饰的主要障碍是什么？


Women want diamonds – no matter what!女人不管怎样都想拥有钻石

• Good awareness of ‘small diamond / fashion jewellery’

小钻 / 时尚珠宝首饰”在除西安之外的城市均获得认同

• No discrimination against jewellery with small diamonds不存在对小钻珠宝首饰的偏见

“I have a solitaire from my husband,now I am looking out for fashion diamondjewelry for more casual, everyday wear.”“ 我有一件我丈夫赠送的独粒钻石首饰，

眼下我正在寻找时尚的钻石首饰来搭配较为休闲的日常着装。”


Strong desire to own diamond fashion jewellery for variety of reasons 希望拥有时尚钻石首饰的强烈愿望的多种原因

Trendy, simple, decent and elegant accessories

时髦、简洁、体面而优雅的配饰 Easy matching with daily outfit

容易与日常装束搭配Versatile for all occasions (from casual/leisure to formal) depending on styles

可以根据不同场合变换风格（随意 / 休闲或者正式）

Accessible更易获得

Pricing is more affordable (than solitaire)

价位适中（相比于独粒首饰）Can be self-purchased, more of an accessories for everyday wear (not bound to be a lifetime gift from partners)

可以自己购买，适合作为日常配饰（而非来自伴侣的终生礼物）

Valuable 高贵身价

Diamond is more superior than crystal (Swarovski is just a stone)

钻石比水晶更加高级（施华洛世奇只是石头而已）Often come in the setting with K gold/platinum thus more valuable than plain gold/platinum/silver jewelrypieces 往往镶嵌于 K 金 / 铂金，因此比单纯的黄金 / 铂金 / 银更有价值

Attractive外在魅力 •Even more dazzling sparkles than solitaire, full lashes of small diamonds can bring 360 degrees of brilliance effect•甚至比独粒款式更加闪耀，饱满的小钻能够产生 360 度的惊艳效果•Designs oriented, available in variety of designs, greater variation in style (than solitaire)•设计出众，样式繁多，适合不同风格（相比于独粒首饰）


• Perception that diamond fashion jewellery is expensive

• 普遍认为钻石珠宝首饰十分昂贵

• Lack of attractive and distinctive designs > lagging other jewellery

• 市面上缺少独特而富有魅力的设计

• Desire for "affordable luxury"• 对于“负担得起的奢侈品”有

强烈的消费意愿

"When I go into different stores, even though they have lots of different

designs, none really strike me as the styles that I really like.

“ 我走进不同的店铺时，即使它们有很多不同的款式，但惟有我喜爱的款

式才能真正打动我。”

There is a gap in the market for diamond jewellery that is affordable and fashionable 价格适宜的时尚钻石首饰仍旧是一个市场空白


• Attractive style overrides the size/quality of diamond

• 富有魅力的设计比钻石本身的大小 / 品质更为诱人

• Fashion jewellery serves to mix and match outfit > investment value not an obstacle

• 时尚珠宝首饰的用途是与服装混搭而非一项投资

“I would consider whether it fits my clothing, makes me look

great more so than how much it is worth in the future”

“ 我更在意它是否适合搭配我的衣服，让我看起来气质出众，而

非考虑它未来的价值。”

Diamond fashion jewellery is appreciated for its style and value as an accessory above all else 时尚钻石首饰因其风格魅力和配饰价值而倍受追捧


What consumers want – design, design, design消费者的愿望– 第一是设计，第二是设计，第三还是设计

Ever changing / variation of designs is a HOT BUTTON

焦点问题是款式设计的变化 / 与众不同


• ___________________

• ___________________

• ___________________

• ___________________

Summary: Diamond fashion jewellery in China总结：中国市场的时尚钻石首饰趋势

Consumers want attractive and affordable diamond fashion jewellery as an accessory!消费者渴望拥有负担得起且富有魅力的时尚钻石配饰！


In this section: Fashion jewellery sales strategies 本节重点：时尚珠宝销售策略

– A new way of selling – from traditional to creative

– 新的销售方式 — 从传统销售到创意销售

– A new way of seeing diamond jewellery beyond the 4Cs to fashion and emotion

– 看待钻石珠宝的全新角度 — 超越 4C标准，聚焦时尚和情感


Traditional sales传统销售

Creativesales创意销售

Fashion jewellery requires a new way of selling 时尚珠宝需要新的销售方式

What does this mean?这意味着什么？


Traditional sales technique focuses on the product and 4Cs传统销售技巧侧重于产品和 4C标准• With solitaires or fine

jewellery the focus is on:• 对于单粒钻石或者高级珠宝

而言，卖点通常集中于：

• The physical attributes of the product - the 4Cs

• 产品的物理属性 – 4C标准

• Resell or investment value

• 转售价值或投资价值


Creative sales technique moves beyond the product and 4Cs 创意销售技巧超越了对于产品和 4C标准的关注• With diamond fashion

jewellery the focus is on:• 时尚钻石首饰的卖点：

• Its appeal as a fashion accessory

• 作为一种时尚配饰的吸引力

• The customer’s emotional needs

• 顾客的情感需求


Lets go back to: What are the needs of the customer? 让我们回到根本 : 顾客的需求…"When I go into different stores, even though they have lots of different designs, none really strike

me as the styles that I really like.“ 我走进不同的店铺时，即使它们有很多不同的款式，但惟有我喜爱的款式才能真正打动我。”

“I have a solitaire from my husband,

now I am looking out for fashion diamond

jewelry for more casual, everyday

wear.”“ 我有一件我丈夫赠送

的独粒钻石首饰，眼下我正在寻找时尚的钻石首饰来搭配较为休

闲的日常着装。”


Show customers that diamond jewellery can serve as a versatile fashion accessory 让顾客懂得钻石珠宝可以作为一种多样变换风格变换时尚配饰

• Consumers want to keep up with fashion trends and want to change jewellery often

• 消费者渴望紧跟时尚潮流并且时常更换珠宝首饰

• Demonstrate to them:• 向消费者推介的重点：

• The wide variety of beautiful and trendy designs• 各种精美而时尚的设计

• They can afford to change styles every season• 消费者能够负担每季更换不同的风格

• They can mix and match with outfits or to suit their needs / moods

• 消费者能够将它们与不同着装进行混搭或者挑选适合自己需求 / 情绪的配饰


Show customers that diamond jewellery can serve as a fashion accessory让顾客懂得钻石珠宝可以作为一种时尚配饰

• Customers don’t know what they want until they know what’s possible.

• 顾客往往由于认知所限而无法确定自己想要什么。

• I-phone example• 以 iPhone 为例

• Its up to sales staff to show them diamond fashion jewellery exists

• 销售人员的工作是推介时尚钻石首饰，为顾客指点迷津。

Introduce customers to diamond fashion jewellery 向顾客推介时尚钻石首饰


• Diamond fashion jewellery is an accessory

• 时尚钻石首饰是一种配饰

• So, more than with any other jewellery, ensure the customer tries it on

• 因此，相比于其他珠宝首饰，更有必要鼓励顾客试戴

• Such as when selling another accessory, eg a scarf or hat

• 类似于销售围巾或帽子等其他饰品

Get them to try it on鼓励顾客试戴

Show customers that diamond jewellery can serve as a fashion accessory让顾客懂得钻石珠宝可以作为一种时尚配饰


Address the customers’ need to feel unique – they want to buy from their heart and for self-pleasure 满足顾客渴望与众不同的想法 —他们想要随心而动的购物体验，享受关爱自我的购物乐趣

• Make them feel different and important• 让顾客感觉与众不同和受到重视• Give them ‘permission’ to buy what they ‘want’• 给予顾客“随心所欲”购买的“许可”• Language is key• 语言的作用至关重要

• “A new way to express your individuality …”• “展现个性的新方式…”

• “If you want to stand our from the crowd, this jewellery can’t be missed…”

• “从芸芸众人之中脱颖而出的必备佳品…”


Give your customers a story and ‘emotional hook’用故事和“情感诱导”打动顾客

Lets look at an example now让我们来看一个例子

• Consumers want to have meaning to their purchase and to feel engaged in their purchase

• 消费者希望自己的购买行为有意义并且希望对购买初衷确信不疑

• Tell them what is behind the jewellery:• 向顾客讲述珠宝背后的故事：

• Inspiration: a place, a person, an event, a theme…• 启迪：一个地点，一个人物，一个事件，一个主

题……

• Meaning: it means good luck, fun, remembrance… • 寓意：意味着好运、有趣、纪念……

• Intent: it is for women who want to go on a journey…

• 意图：适合希望开启一次生命旅程的女性……


Example示例• From designer Wan Bao Bao, • Using Buddhist symbolism—the

bottle pouring out small stones is intended to represent an outpouring of charitable hopes and wishes

• 从设计师 Wan Bao Bao• 佛教象征瓶小石头倾泻而出，旨

在代表一个慈善的希望和愿望的流露

• The earrings come from childhood memories of growing up close to Beijing’s presidential palace

• 耳环来自童年接近北京的总统府的成长记忆 .



Creativesales创意销售

In summary: fashion jewellery goes beyond the 4Cs 总结：时尚珠宝的内涵超越4C标准


Sales staff need to teach customers a new way of looking at diamond jewellery beyond the 4Cs 销售人员需要向顾客灌输除 4C标准之外看待钻石首饰的新角度

Your have the biggest impact on the customers awareness and attitude to fashion jewellery

您的表现影响着顾客对时尚珠宝的认知和态度

• Customers have been taught to ask about the 4Cs • 顾客已经习惯于询问有关 4C标准的问题• It will be natural to revert to this but the sales person must

avoid it• 这是难免提及的话题，但销售人员必须学会回避• Focus instead on the fashion aspects and story / emotion and• 应将顾客的注意力引向时尚领域和故事 / 情感• Just like being a politician or celebrity giving a press

conference: • 向举行新闻发布会的政客或社会名流学习

• Use every opportunity to impart your messages• 利用每一个机会传递您的信息• If you don’t like the conversation, change the

conversation!• 若不喜欢这个谈话，那就转换话题吧！


• ___________________

• ___________________

• ___________________

• ___________________

Fashion jewellery requires a new way of selling and seeing jewellery beyond the 4Cs时尚珠宝需要一种超越 4C 标准的销售方式和珠宝消费理念

Summary: Fashion jewellery sales strategies 总结：时尚珠宝销售策略


In this section: Australian Colourstraining refresher 本节重点：逸彩系列培训复习

– Review the key selling points / key messages for Australian Colours collection

– 复习逸彩系列的主要卖点 / 关键信息

– Team exercise on scenarios and FAQ

– 团队情景练习和常见问题


Now: an opportunity to share, do, learn and grow together 现在是分享、实践、学习和一起成长的大好良机Australian Colours training has been highly successful to date目前为止，逸彩系列培训富有成效Lets take what you’ve learnt this week to enhance and refresh your training programme利用您本周所学知识提升和更新您的培训计划Opportunity to extract wisdom of the group and share tips and experience 汲取团队智慧、分享学习技巧和经验的良机


Lets start with listing the key selling points for the Australian Colours Collection 首先请列出逸彩系列的主要卖点

• ___________________

• ___________________

• ___________________

• ___________________


A scenario: using key messages for Australian Colours collection 情景练习：运用“逸彩系列”的关键信息

1. Introduce the collection 1. 介绍“逸彩系列”系列

2. Explain the appeal of diamond fashion jewellery

2. 解说钻石时尚珠宝的吸引力

3. Address need to feel unique3. 满足顾客追求与众不同，寻求被

关注的愿望

4. Share the story 4. 故事分享


Example示例

“You look very stylish and fashion-forward – would you like to see the new

Australian Colours collection? This is the only place where you can see a

major collection of this new style of jewellery in China.

You have to see it…”

“您看上去真时尚 – 何不欣赏一下新款逸彩系列呢 ? 本店

是您唯一能够欣赏这款珠宝的地方，全国只此一家，机会难

得呦…”


Example示例

“It’s a new way to express your personal style whilst having the latest look. There are many designs and colours, as well as a wide range of prices, so you can own several and mix and match to suit

your outfits. Why don’t you try one on and see how it looks?”

“佩戴最新款式是展示您个人风格的新方法。这里的设计多样和色彩绚丽，高低价格齐全 , 您一定能买到几款适合您的套装的饰品，混搭或和

谐匹配皆可。何不试一试，看看效果如何 ?”


Example示例

“You will really stand out amongst your friends with these pieces, and be noticed. They make a statement about your style, about your personality, about you.”

“佩戴这些美钻，您可在朋友间展现真我，赢得关注。朋友们会谈论您的风格、人格及您将成为他们的谈话主题。”


10 minutes 10 分钟

Now its your turn 现在轮到你了

• In pairs identify one customer / salesperson scenario and dialogue that may arise - include a difficult customer question

• 两两一组，识别可能出现的各种顾客 / 销售人员遇到的情景及对话 — 包括顾客提出的难题

• Then, using everything you know, agree how turn around the conversation, address the difficult question and make a sale

• 然后，使用任何主要信息组合，达成销售方法共识，扭转会谈效果，解答顾客提出的问题

• Share your example with the team – you will the be compiling the best of these into your training pack (so take notes)

• 与团队分享您的范例 – 您将会将这些范例中最好的素材编进您的培训包内（请做好笔记）


Remember…切记…

• Show your customers that diamond jewellery can serve as a fashion accessory

• 让顾客懂得钻石珠宝可以作为一种时尚配饰• Address your customers’ need to feel unique – speak to their heart’s

desire• 满足顾客渴望与众不同的想法 — 迎合顾客内心的愿望• Give your customers a story and ‘emotional hook’• 用故事和“情感诱导”打动顾客


Creative sales创意销售


Now: Time for questions and joint problem solving现在可以提出更多问题并且共同解决

• Please share a difficult customer situation / question you’ve experienced….write it on a post-it note

• 分享您曾经遇到的难以应付的顾客情景 / 问题……写在便利贴上

• We’re going to solve some together• 让我们一起解决这些问题


Before we finish we’d like to get your feedback在结束前，我们希望倾听您的意见

• To grow the success of the Australian Colours collection and fashion jewellery the top priority should be…

• 为了使“逸彩系列”系列和时尚珠宝获得成功，首要任务是……


Next steps接下来

• Your homework is to update your existing training pack based on what we covered - to be reviewed and signed-off

• 根据我们的培训内容，更新您现有的培训套装 – 由负责人审核并签字确认

• The pack should include refreshed selling points and a ‘menu’ of FAQs based on what you have learnt about fashion jewellery and the questions raised

• 培训套装应包括卖点总结以及涵盖所学时尚珠宝知识和提问的常见问题列表


Wrap-up for the week本周活动结束• Thank you for your attention and enthusiasm

this week!• 感谢您本周积极参与培训 !

• We hope you have gathered many insights and feel inspired and confident as Argyle Ambassadors and trainers

• 我们希望您作为阿盖尔使者和培训师在此次活动中收获丰富见解、受到启发并且充满自信。

• Have we achieved our objectives and met expectations we had for this week?

• 本周培训的目标和期望，我们实现了吗 ?


Well done and thank you, from all of us at Rio Tinto!

各位学员表现非常好，我谨代表全体力拓员工感谢诸位 !

Documents

Chow Tai Fook Visit June 2012 Section 3 – Kununurra 周大福访问团 2012 年 6 月 第三站 – 库努纳拉

Chow Tai Fook Visit June 2012 Section 3 – Kununurra 周大福访问团 2012 年 6 月第三站 – 库努纳拉