association professionnelle internationale · chine
façonner l’avenir du diamant naturel en chine
nous avons réévalué ce que le diamant naturel représente pour une nouvelle génération et défini comment la catégorie pouvait rester singulière face à l’évolution des attentes et à l’essor des alternatives synthétiques.
how do you protect an entire category when consumer meaning is changing and a new alternative is emerging?
the natural diamond industry needed to understand whether the foundations of the category still held in china — what diamonds meant to a new generation, which occasions remained relevant, where new behaviours were emerging, and how synthetic diamonds could alter perceptions of value.
across several workstreams, we built a strategic view of the category and the narratives natural diamonds could credibly own. younger consumers still strongly associated diamonds with love and meaningful moments, but the market was broadening toward self-reward, daily wear and personal expression.
notre recommandation
a china category framework for natural diamonds — defining what to protect, what to evolve, and what should become more important next. we identified the enduring sources of value in natural diamonds, the occasions and meanings gaining relevance with younger consumers, and the territories that could create separation from synthetic alternatives. that led to communication platforms built around authentic emotion, natural origin, rarity, personal stories and meaningful life moments, supported by a separate assessment of how sustainability and social responsibility could strengthen the category narrative.
strategic output
a china category strategy for natural diamonds — defending their distinctive value while evolving the category for a new generation.
les travaux menés
3,500 quantitative surveys · consumer depth interviews · kol + media interviews · focus groups · trade interviews · 8 cities · occasion analysis · synthetic-diamond testing · communications testing
face à une décision similaire ?
en parler avec un associé →cas associés
turning heritage into a way of hosting
independent boutique hotel · Southeast Asia
Found the hotel’s story in the messages once sent from a pre-war building, and turned it into a hospitality promise carried through the name, persona, pillars and guest experience.
- hôtellerie
de quatre entreprises à une seule culture
groupe de luxe international · chine · culture
Un groupe de luxe respecté en Chine, réunissant plusieurs marques dans différentes catégories, était fier de ses maisons, mais n’avait pas de culture commune en interne. Il voulait en bâtir une que ses équipes puissent reconnaître et ressentir.
- vins & spiritueux
redéfinir la prochaine phase de croissance en Chine
Groupe international de vins et spiritueux · Chine
Refonte de l’agenda de croissance du portefeuille à travers les cibles, les occasions, les canaux, les circuits de distribution, l’innovation et l’organisation.
- vins & spiritueux