Chow Tai Fook Jewellery Group Limited (the “Group”; SEHK stock code: 1929) was listed on the Main Board of The Stock Exchange of Hong Kong in December 2011. Founded in 1929, the Group’s iconic brand “CHOW TAI FOOK” is widely recognized for its trustworthiness and authenticity, and is renowned for its product design, quality and value. With the vision of becoming the most trusted jewelry group in the world, the Group has been implementing effective online-to-offline (“O2O”) strategies to succeed in today’s omni-channel retail environment. It plans to successfully implement its retail expansion and smart retail strategies to get closer to its customers and provide a more complete, multi-faceted, and seamless shopping journey.

Chow Tai Fook's business growth strategy focused on two fronts: retail expansion and smart retail. The Group plans to build onto its existing 5,000+ physical stores, further penetrating into the market by reaching over 7,000 stores in 2025. In addition, the Group makes good use of various online-to-offline (O2O) tools and big data analytics to offer customers a seamless shopping experience.   In order to make these strategies work, Chow Tai Fook needed a strong and scalable IT infrastructure to scale rapidly. It also needed an agile system development life cycle and efficient software development process to remain adaptable during its growth. Furthermore, the Group needed stable and secure cloud services to support the backend of its O2O tools and process management operations.

Through Alibaba Cloud's extensive experience in the retail sector, Chow Tai Fook was able to execute its ideas by leveraging a full range of digital solutions from Alibaba Cloud. Alibaba Cloud also provided robust and reliable IT infrastructure to support Chow Tai Fook's digital journey and to safeguard its online and offline sales transactions, especially during peak periods such as the Double 11 Shopping Festival. Alibaba Cloud's stable, highly reliable infrastructure enabled Chow Tai Fook to cope with its rapid development and transaction traffic, as well as deliver secure and trusted digital experience to its customers.

Other than using Alibaba Cloud for its backend infrastructure, Chow Tai Fook also focused on application and automation development in its digital transformation plan. The Group utilized Alibaba Cloud's DevOps platform and the "Codeup" function to improve application development efficiency, code repository, and raise performance-to-cost efficiency in automated software testing. Through the platform, the Group could continuously monitor and provide timely feedback, keeping the delivery process efficient and smooth. In addition, by leveraging D-ONE, a digital jewelry customization platform by the Group, Chow Tai Fook's customized jewelry products can be made ready for delivery within 24 hours after receiving the orders. The artificial intelligence (AI) and automation engine of D-ONE are connected to Alibaba Cloud. Chow Tai Fook also uses DataV to help its team monitor the production line effectively. The support from Alibaba Cloud is one of the factors that enables the Group to offer a short time-to-market experience for its end customers.

As a tech-savvy jewelry company, Chow Tai Fook will continue to leverage new technologies to support its expansion and improve its operational efficiency through digital transformation. It will continue to enhance the automation level of its supply chain and optimize its digital platforms, as well as migrating more assets to the cloud to improve browsing speeds and enhance the stability of its O2O tools. Moreover, in its partnership with the "K Dollar" reward system of New World Development, the Group took advantage of Alibaba Cloud's LedgerDB for blockchain-based database services. Chow Tai Fook will continue its close collaboration with Alibaba Group and Alibaba Cloud to continue solidifying its business footprint in the Asia Pacific market.