As the exclusive interactive partner of China Central Television Spring Festival Gala, JD joined hands with many partners on New Year’s Eve to send 1.5 billion red envelopes and goodies to Chinese all over the world, and the cumulative interaction volume of JD app red envelopes reached 69.1 billion. Among the many good things, the joint gold bowl suit launched by Jingdong in conjunction with China Central Television and jewelry brand Chow Tai Fook is undoubtedly one of the most dazzling “Koi”.
This combination of Ruyi bowl, lucky chopsticks and rich spoon made of pure gold points to the beautiful meaning from pure gold material, traditional technology to full level. It is born for the Spring Festival Gala of the year of the tiger. How was the golden bowl combination that will be sent to more than 6000 JD users born? How is it different from other gold products? How to define the exclusivity of exclusive customization? Behind this “national” golden bowl, a series of puzzles remain to be solved.
Spring Festival Gala: Challenge “national” reverse customization
After JD reached cooperation with CCTV Spring Festival Gala, the jewelry team of JD clothing received the task of creating limited peripheral products of CCTV Spring Festival Gala. This is a work with tight time, heavy task, complexity and high difficulty value. It needs to quickly establish an experienced and exquisite creative team to create a good Spring Festival gift that should be unique and endowed with deep cultural value.
Before that, relying on JD’s digital and technical capabilities, from JD clothing to jewelry business, has completed many successful reverse customization (c2m) cases with a number of partners, and has accumulated rich experience in this field.
But this time, what they want to customize is a “national” product.
After a few short rounds of communication, Zhou Dafu, Jingdong jewelry’s partner for many years, joined the creative team. After more than 90 years of exploration and practice, Chow Tai Fook brand has established a unique jewelry technology culture and quality management system. Its products have solid, detailed and strict process flow. Excellent manufacturing technology, excellent manufacturing technology and perfect quality management system have made this enterprise a number of classic cases in the field of customization.
The next question is, what do you choose to make a good Spring Festival gift? First of all, in terms of product selection, during the Spring Festival, ordinary consumers prefer to choose zodiac and Fuzi gold jewelry. In the Spring Festival, the most grand festival, we all look forward to family reunion and happiness.
Therefore, the project team selected the most special “golden Ruyi bowl” with the best material and meaning among a series of spring festival atmosphere products such as the year of the tiger Zodiac Pendant and gold blessing bag. The gold bowl set integrates ornamental, collectible and value preservation. The round gold bowl design of the main body represents roundness and fullness, and also implies the good wishes for the Spring Festival.
Golden Bowl mold making: it took 10 craftsmen 4 days to complete
In order to increase users’ sense of value and exclusivity to the interactive products of CCTV Spring Festival Gala, JD jewelry team suggested that in addition to deepening the elements of Spring Festival and Spring Festival Gala in the design and packaging of “golden Ruyi bowl”, each gold bowl set should have its own unique number on each attached exclusive Spring Festival greeting card.
According to the person in charge of Jingdong jewelry, the project team has communicated and polished the product design drawings with the Spring Festival Gala Organizing Committee for many times. After the design drawings are determined, before the Spring Festival Gala starts and the construction period is only one month, the project team adheres to the craftsman spirit of excellence and devotes itself to the production and creation of products.
The most difficult part of the Spring Festival Gala co branded golden bowl set is the version starting link. Different from the previous ordinary plane gold crafts, in the face of many repeated and miscellaneous factors such as high depth, many lines and low gram weight, the most important thing is the design and creation of molds to present a three-dimensional and good display effect of gold bowls.
The number of molds used this time is three times that of ordinary products. From cutting molds, stretching molds to surface pattern molds, 10 master molders were highly concentrated in a dust-free environment and took 4 days to complete the creation of a full set of product molds. Each process is strictly tested and monitored.
The proofing cycle of ordinary gold crafts is 7-10 days. This set of golden bowl has repeatedly revised the first version scheme, adopting more sophisticated and closer to the product coefficient of the industry. The production of the sample took one month, which is enough to see the complexity of the process.
Spring Festival Gala Koi: the best gift from the father to be
The bowl in the golden bowl combination has a wide mouth and a round drum in the abdominal cavity, and integrates the representative Chinese traditional patterns “auspicious dragon pattern” and “auspicious blessing pattern”, which means attracting wealth and blessing, blessing and longevity; Chopsticks, blessed with the word “Fu” and decorated with the word “Hui”, have the meaning of continuous surprise and continuous blessing; Spoon, as a coin shape, symbolizes the rolling of financial resources. Coupled with Ruyi pattern and blessing character, it has the meaning of both wealth and happiness and prosperity in life.
“Ruyi bowl”, “lucky chopsticks”, “rich spoon”. Before the Spring Festival Gala, the “golden rice bowl” combination made of pure gold has filled people’s expectations. On the evening of the 31st, with the “shake” activities of the Spring Festival Gala successively opened, the golden bowl suit went to 6000 Koi hands with the interaction of “beating drums to welcome spring”.
“There’s no better new year gift than this.” A prospective father from Hebei has become one of more than 6000 lucky users. He wants to give this set of golden bowl combination to his upcoming tiger baby. A pair of golden bowls and chopsticks have been prepared.
“In the near future, ‘gold Ruyi bowl’ will be sold to consumers in Jingdong.” Mr. Liao Zhenwei, executive director of Chow Tai Fook jewelry group, said that it is a great honor to participate in the cooperation of 2022 China Central Television Spring Festival Gala with JD and send consumers the joint golden bowl set of Spring Festival Gala carefully created by Chow Tai Fook. With the support of JD’s digital and technical capabilities, Chow Tai Fook has actively tried a new retail ecology, opened up all links and continuously promoted the deep integration of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) . In the future, Chow Tai Fook and JD will work together to provide consumers with more and better products and services.
