Luxury is Evolving—BVLGARI is Leading the Charge
If there’s one luxury brand that owns the Year of the Snake, it’s BVLGARI. The Serpenti emblem is iconic—power, wisdom, transformation—everything the 2025 Wood Snake zodiac represents. And BVLGARI isn’t just launching another Chinese New Year campaign; they’re making a statement. source Jingdaily
Welcome to “SERPENTI INFINITO”, an immersive exhibition in Shanghai’s Zhangyuan—one of the most culturally rich venues in China. With 28 original artworks from 19 artists, exclusive archival pieces, and cutting-edge AI and VR tech, this isn’t just about selling jewelry—it’s about rewriting how luxury connects with Chinese consumers.
📍 Opened: January 9 | Closes: February 16
This isn’t another red-and-gold New Year campaign. This is a masterclass in luxury branding for the new China. And every brand—luxury or not—should be paying attention.
Tmall Discounts Won’t Save You. Immersive Luxury Will.
Serpenti Seduttori鎏光蛇影
China’s luxury growth is slowing. The market isn’t booming like it was in 2021-2022, and discount wars won’t save brands anymore. Chinese high-net-worth individuals (HNWIs) want deeper connections, cultural relevance, and experiential luxury.
Serpenti Viper系列 手镯 Serpenti Seduttori鎏光蛇影
Here’s what the numbers say:
📊 China’s luxury growth expected to remain flat in 2025—but experiential spending is rising.
📊 80% of Chinese luxury consumers are post-90s & Gen Z—they demand innovation & engagement.
📊 Cultural storytelling & tech integration outperform traditional CNY campaigns.
📊 AI-driven interactive experiences increase brand engagement by up to 40%.
📊 Social commerce (Douyin, RED, WeChat Mini Programs) is now the #1 luxury discovery platform.
💡 Translation: Chinese consumers don’t just want luxury products. They want luxury EXPERIENCES. And BVLGARI understands this better than anyone.
How Luxury is Winning in 2025’s Year of the Snake
Inside BVLGARI’s “SERPENTI INFINITO”—A New Playbook for Luxury in China
1️⃣ Crafting a Deeper Cultural Connection
BVLGARI didn’t just bring Italian heritage to China. They merged their Serpenti legacy with China’s own rich snake symbolism—and the execution is flawless.
Exhibition Highlights:
✔️ Serpenti Jewelry Evolution—Rare masterpieces, new 2025 Serpenti pieces & archival designs.
✔️ Ancient Chinese Relics—Ming Dynasty robes, Zhanguo jade, bronze vessels with snake motifs.
✔️ Chinese Artists Reimagining the Serpent—Paper-cut installations, calligraphy hybrids.
💡 What brands can learn: Don’t just “localize” campaigns. Integrate deeply into cultural narratives.
2️⃣ Blending Art & High-Tech Storytelling
BVLGARI pushed boundaries with cutting-edge technology—because luxury in 2025 isn’t just about craftsmanship, it’s about experience.
🔹 AI Art by Refik Anadol—A 360-degree mirrored room with AI-generated snake-inspired visuals.
🔹 VR Journey—A virtual walkthrough of BVLGARI’s Serpenti universe.
🔹 Interactive Motion Displays—Products respond to visitor movements, making the shopping experience immersive.
💡 What brands can learn: Tech isn’t a gimmick—it’s a storytelling tool. AI, VR, and interactive media are shaping the future of luxury.
3️⃣ O2O2O: The Social Commerce Masterstroke
BVLGARI isn’t just winning offline—they’re crushing it online.
🔸 Social Commerce Activation:
✔ Douyin & RED (Xiaohongshu) campaigns—high engagement, UGC content, and viral storytelling.
✔ Brand Ambassadors—Anne Hathaway, Liu Yifei, Meng Ziyi, & China’s top influencers.
✔ Live streaming + offline integration—driving foot traffic AND online conversions.
🔸 O2O2O Tactics (Online to Offline to Online):
✅ Oranges for Good Fortune—BVLGARI distributed oranges (a symbol of prosperity) on CNY’s first day.
✅ Sweet Dumplings for Lantern Festival—symbolizing reunion & harmony.
✅ Art Postcard Collaboration—exclusive art pieces co-created by elite art students & children with autism, enhancing brand storytelling.
💡 What brands can learn: Don’t separate online & offline. The best campaigns bridge both worlds seamlessly.
💰 How to Win in China’s Luxury Market in 2025
Forget basic influencer collabs and generic CNY collections. If you want to win in China like BVLGARI, here’s the new rulebook:
1️⃣ Build Experiential Luxury
💡 If people don’t experience your brand, they won’t buy it.
✔ Host high-end offline activations—exhibitions, pop-ups, cultural tie-ins.
✔ Use AI & VR to create interactive, personalized shopping.
✔ Let consumers “touch & feel” the brand in immersive ways.
2️⃣ Integrate Deeply with Chinese Culture
💡 China doesn’t need “localized” brands. It needs brands that understand its roots.
✔ Go beyond surface-level symbolism (not just red & gold packaging).
✔ Tie your brand story to meaningful Chinese heritage.
✔ Feature local artists, collaborate with cultural institutions.
3️⃣ Make Social Commerce Your #1 Channel
💡 Tmall, Douyin, RED, and WeChat Mini Programs are the new luxury stores.
✔ Partner with China’s top KOLs & KOCs for high-trust recommendations.
✔ Leverage Douyin’s AI-driven targeting for viral growth.
✔ Turn every offline experience into an online social moment.
4️⃣ Master the O2O2O Strategy
💡 Brands that connect online & offline seamlessly will dominate.
✔ Use offline experiences to drive online conversations.
✔ Use social buzz to bring customers back to physical stores.
✔ Blend in-store activations with online engagement campaigns.
💡ECommerce (of course )
Final Take: BVLGARI Just Set the Blueprint—Who’s Next?
BVLGARI isn’t just selling jewelry. They’re selling a cultural experience, a moment in history, a fusion of legacy and technology.
They understand that China’s luxury consumers don’t just want to buy—they want to feel, engage, and be part of something bigger.
💡 The question is: Will your brand adapt—or get left behind?
🚀 The future of luxury isn’t about price tags. It’s about experience, culture, and innovation. The brands that get this will OWN China’s luxury market in 2025.