STUDYING THE SUCCESS OF PANDORA DESIGN TO DEVELOP JIUQUAN JADE PRODUCTS AND MARKETING PLAN FOR THE YOUTH MARKET

Abstract

This study drew on Pandora’s successful design strategies to develop Jiuquan jade products that combined cultural depth with modern aesthetics for young consumers. It aimed to analyze Pandora’s design and marketing success to guide the creation of Jiuquan jade jewelry and a targeted marketing plan that aligns with youth preferences and cultural identity.The research included: (1) a literature review and six interviews with jade carvers and cultural heritage inheritors to explore Jiuquan jade’s craftsmanship, market, consumers, and sales; (2) a case study of Pandora’s 30 top-selling items on Taobao in 2024, using the 4P framework and consumer feedback; (3) the design of four jade prototypes (necklace, bracelet, ring) and a youth-oriented marketing plan based on design theory; (4) expert interviews with three professionals to refine designs and strategy.Results reveal that the Jiuquan jade market was dominated by traditional aesthetics and offline sales, limiting variety and brand recognition. Annual production at the Jiuquan night light cup factory dropped from 60,000–80,000 to 10,000–20,000 units by 2020, and halved again by 2022. Meanwhile, Pandora’s 2023 revenue rose 16.54% due to customizable, symbolic designs appealing to young buyers. Based on Jiuquan jade’s cultural and material traits, four innovative pieces and a comprehensive 4P marketing plan were developed, showing strong differentiation and potential.The study concluded that innovative design coupled with clear market positioning could boost Jiuquan jade’s appeal and brand value among young consumers.

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