Last Friday, we released our first Digital IQ Index: China Watches & Jewelry supplement, and it was Hong Kong-based brand Chow Tai Fook that pulled away from the unusually underwhelming competition to earn the sole Genius title and top spot in our rankings. Among the 22 brands featured in this new China supplement (the second of four regional addenda we’ll publish this year), it was Chow Tai Fook that stood out the most in the four weighted categories — Site, Digital Marketing, Social Media and Mobile — narrowly edging out Cartier, the study’s only Gifted brand. Truly in a class of its own, Chow Tai Fook is the only Watches & Jewelry brand we assessed that is e-commerce enabled, the only brand whose Android and iPhone/iPad apps are e-commerce enabled, the only brand whose site supports live-chat, online product customization, in-store appointment booking, one of only two brands that lists prices in both dollars and RMB, and one of just four brands that has centralized toll-free customer service. Not to mention that the 94-year-old brand has also managed to seamlessly integrate its five social media presences across all of its digital properties.
Chow Tai Fook’s investment in digital has paid off in other ways, too. In the graph below, you’ll see the top-ranked brand also become the ‘most searched’ W&J brand on Baidu, China’s most popular search engine. It’s looking more and more likely that enrollment in their loyalty program, established in late 2012, will also see an uptick the more people discover the brand’s special services and innovative approach to browsing and buying.
In the Spring, we will release China-focused supplements on Fashion and Hotels. To learn more about these new offerings, click here. To download an excerpt of the China Watches & Jewelry supplement, click here.