Hong Kong-based jewellery retailer Chow Tai Fook Jewellery Group Ltd was named China’s most digitally competent jewellery brand in 2016 mainly due to its strong e-commerce strategy, according to the “Digital IQ Index” by digital intelligence firm L2 Inc.

The Digital IQ Index examined the websites, digital marketing, social media and mobile presence, and e-commerce operations of luxury companies operating in China, Jing Daily reported. Chow Tai Fook bested 107 luxury brands in the fashion, watch, jewellery and leather goods sectors.

The report cited the jeweller’s solid e-commerce strategy and creative use of social media platforms such as WeChat. Chow Tai Fook also dominates first-page brand search results at Tmall and JD.com while its SEO strategy led to a top ranking on Baidu’s search results of jewellery-related keywords.

The retailer also launched a successful social media campaign, O2O “Marry Me,” which encouraged couples to enter their best marriage proposal ideas, which resulted in 18 marriage proposals made into reality, the report said.

Diamond and pearl necklace by Chow Tai Fook

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