Core Insights - The report analyzes the internationalization strategies of Japanese jewelry brands MIKIMOTO and TASAKI, highlighting their unique paths to success and the lessons that can be applied to the overseas expansion of the company under study [6][7][9] - It emphasizes the resilience of the Japanese pearl consumption market, supported by cultural roots, a robust grading system, and a mature second-hand market [6][18][26] - The report outlines potential strategies for the company under study to leverage cultural empowerment, product innovation, channel expansion, and digital marketing in its international endeavors [12][15] PART 1: Internationalization of Jewelry Brands - Japanese pearl consumption is deeply rooted in traditional cultural practices, with a stable pricing system for high-quality pearls [18][23] - MIKIMOTO and TASAKI represent two distinct paths to brand development: MIKIMOTO focuses on cultural authority and technical expertise, while TASAKI emphasizes capital-driven design innovation [7][9][35] - MIKIMOTO's internationalization began in the early 20th century, establishing a presence in key global markets through royal endorsements and participation in international exhibitions [9][60][64] - TASAKI accelerated its international expansion post-2009 through strategic acquisitions and collaborations with renowned designers, enhancing its brand appeal [9][36][39] PART 2: Outlook for Overseas Expansion of the Company Under Study - The company under study can draw from MIKIMOTO and TASAKI's experiences by focusing on cultural collaborations, innovative product designs, and strategic channel placements in luxury markets [12][15] - The report suggests a phased approach for the company's international expansion, starting with flagship stores in Southeast Asia and gradually moving into duty-free channels and Chinese communities abroad [15] - The potential for growth in the Southeast Asian market is significant, particularly among the Chinese diaspora, which presents a large consumer base for luxury goods [15][27] Market Dynamics - The Japanese jewelry market has seen a shift towards second-hand sales, with 40% of the market comprising pre-owned jewelry, driven by changing consumer preferences and sustainability trends [28][26] - The report highlights the importance of adapting to consumer behavior, particularly among younger demographics who favor high-quality, cost-effective second-hand options [28][26] - The company under study is advised to consider the evolving landscape of luxury consumption, particularly the increasing acceptance of second-hand luxury items [28][26]
海外消费行业深度报告：珠宝品牌出海启示录