Hong Kong Economic Times Interview: REIGN's Art Luxury Brand Business 5.0 Strategy in the Post-Pandemic Era

Samuel Lam, CTO of REIGN, stated that the brand is dedicated to integrating Western art IP into National Brand in China. This innovative concept not only showcases the perfect combination of art and luxury but also provides unique product choices for art enthusiasts and high-end consumers.

REIGN centers around art, incorporating works from renowned artists such as Picasso, Monet, Van Gogh, and the Belvedere Museum. The brand offer products like Picasso Moutai, Van Gogh Whisky, and Monet Handcrafted Cookies, aiming to satisfy consumers' dual pursuits of art and gourmet cuisine. Lam noted, "Our target customers are primarily art lovers and high-spending individuals who typically purchase our products for collection or as prestige gifts."

As Xmas and New Year approach, REIGN has conducted an in-depth analysis of market demand and has launched two products aimed at different consumer groups. To solidify its high-end market presence, REIGN collaborated with renowned philanthropist "Kimbee" to introduce a holiday gift box, This gift box not only includes traditional handcrafted cookies but also features commemorative items personally woven by Ganbi, making it an ideal choice for holiday gifting.

At the same time, REIGN has launched innovative holiday blind boxes targeting the mid-range consumer group. These blind boxes, designed with inspiration from artistic works, aimed at enhancing the element of surprise for consumers and allowing each customer to experience the charm of art.

In the Business 5.0 marketing model, REIGN focuses on B2B experiential marketing. Through collaborations with luxury brands like Cartier and Piaget, they have introduced the "Picasso Moutai Wine Tasting Event." This event not only integrates art with Chinese liquor culture but also attracts new consumer segments. Lin emphasized, "We not only recommend our existing customers to luxury brands but also establish strategic collaborative relationships that create a win-win situation for both parties."

Looking ahead, REIGN plans to shift its market focus from mainland China to Southeast Asia and the Middle East. Since 2023, REIGN has begun strategizing its expansion into ASEAN markets, forming strategic partnerships with local high-end travel agencies and well-known attraction IPs. Notably, in SE Asia, REIGN has collaborated with several hotel groups to launch personalized high-end travel packages that integrate art products into the travel experience.

Lam stressed, "Future market competition will depend not only on the products themselves but also on providing thoughtful services and fostering complementary relationships with upstream and downstream enterprises." The future of REIGN undoubtedly lies at the intersection of art and luxury, continuously leading market trends.

HK Economic Times :  https://inews.hket.com/article/3880982

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