January 8, Liu Kaiwei and Yang mi wedding ceremony is held in the beautiful island of Bali. One afternoon before marriage, the two clasped hands in Hong Kong airport, Yang mi shy sweet smile all the way, a bride-to-be. I saw her riding flat shoes, wearing loose clothing, “pregnant” flavour is dye-in-the-wood. Yang mi in addition to gold with BVLGARI handbag, left hand ring finger giant 5 carat is steam eyes.
As you progress through the wedding, two people of the wedding pictures have also been exposed, attracted a lot of friends and fans blessing. And Liu Kaiwei endorsement of the table, the brand strategy in earlier conference and its world debut in 2014 new product awards, for the couple in advance on a pair of “love” marriages table as a blessing.
Of table given new couples to the table, “love” to bring this to Jennifer, wishes at the same time, also wish all shall be well, jack shall have Jill. Behind this beautiful warm entertainment news, the rise of Chinese domestic watch brand also show the tip of the iceberg.
Watch the global storm surges, domestic high-end watches outlook
At present, Chinese market radically, watch the global situation. Domestic watch face consumption upgrade new opportunities, domestic brands on the rise. Numerous domestic representative brands, are trying to through brand reconstruction, seize this rare opportunity, upstream.
Homebred brand watch more and more get of consumer love
“In this rare market changes, we are firmly seize the domestic brands superior opportunity.” The high-level leader of watch introduces to the reporter. While also coincided with the 20th anniversary of the founding of of, “of vision is to become innovative and pragmatic and win the market of domestic famous brands, we have already start the brand building strategy, redo brand positioning, strengthen the brand communication.” In the new conference of 2014, 2014 new watch – “love” of, of watch also released the company brand strategy in the future.
In 2012, according to a report of the watch industry market, Swiss luxury watch brand in the Chinese market encounter cold, Swiss watch of mainland China imports decreased by 18.7%, compared to the imported high-end brand watch sales sharply “to be” more than 30%. Luxury in China Shanghai, many foreign dealers began watches on sale, multiple watch stores empty rooms.
Of course, this does not mean China watch the consumer market is declining. It is predicted that the market has a capacity of about 30 billion ~ 40 billion yuan, among them, the high-end watch market share accounted for about 7 billion ~ 10 billion yuan. Data show that the average American wear model is 25%, compared with developed countries is about 18%, while China’s per capita wear model is only 5%. It can be said that China’s high-end watch market outlook is still optimistic.
In fact, behind the Numbers change, is the change of the consumer trend, the economic slowdown and the “three restrictions” for high-end imported watches was overshadowed, the rise of domestic brands. In the face of such opportunities, good neri has 20 years of successful operations witness watch market ups and downs of executive said, “we have elegant turn round in the competition, can meet better market opportunity, calmly.”
“Great army” monarch ‘path, practical exploration of innovation path
Of brand was founded in the 1990 s, when the whole China’s watch industry into an embarrassment, eliminated mechanical watch, quartz watch imported brand “great army”, all products have to cut prices and falling down; Although restructuring free system, they throw away the history and culture and brand, in order to stay in business, many state-owned enterprise transformation for watches with OEM parts, assembly, production is given priority to, thin margins. At this point, of watches from wenzhou, sold for the first batch of Chinese brand watch. Jas, meaning “style of life, elegant demeanor,” so to speak, of from the beginning of the birth, stood on a high starting point positioning, advocate a new way of life and life attitude, as well as some foreign big shop sign the road had been done, aim at out of a pragmatic private watch enterprises growth path.
This is another David tried to challenge the giant goliath. In a few short years, with the wenzhou people unique spirit, lattice luhya quickly mastered the clock and watch the key to brand building, product development and professional assembly. On the one hand, improving talent quality, on the one hand, continuously expand the business landscape, export markets abroad. By 2008, and had become a famous trademarks of guangdong province, and invited to participate in global watch industry “Oscar” Basel international horologe exhibition.
In front of achievement, of top is not satisfied. In domestic watch manufacturers the dance with foreign brands, top of keen observation to the problems of China’s watch industry, remind employees to in time of peace prepare for war. “Is a movement, although there is a great progress in recent decades, but in domestic and foreign big shop sign there are still a considerable gap. At present, the domestic watch must attach importance to technology accumulation and innovation in the core technology.” Of high-level said, of course, to solve this problem, the efforts of the enterprise is on the other hand, at the same time, under the background of countries policies to expand domestic demand, government support, policy supporting is very important also, integrate the resources of the whole industry, to change machine imports.
To comb brand positioning, enhance added value of Chinese traditional culture
Of more concern is another question: homogeneity. The international brand positioning each have emphasize particularly on, such as the long history of culture, Swiss watch sell precipitation; Japan’s table to sell technology, high-tech watch renovates ceaselessly; But what is special about Chinese table? Product homogeneity, brand image, sales channels, homogeneity homogeneity, this is the common faults of domestic table, homogeneity cause they can only sell material, taking all price, channel, into a vicious competition.
“In the new market environment, watch brands should pay attention to the consumer to watch the product quality and cultural connotation, principle of shift tabulation, management ideas and profit model, to meet the psychological needs of consumers.” Of high-level said they hope with Chinese entrepreneurs struggle spirit, out of the Swiss watch industry, with Japan on the world watches.
In 2012, the watch of their own brands to the carding and positioning, in order to find the most accurate target customers, excavate the unique brand features.
For consumption characteristics of high-grade table, will target customer orientation in the intellectual community, and create the brand personality of intellectual, elegant, gentle, joker, delicate, comfortable is the main task of its products. In order to adapt to this part of the crowd is XiuXianHua fashion trends, of creatively create a “dress leisure table” product category, the combination of brand spokesperson Liu Kaiwei video image, deduction of “elegance model case, hidden wisdom in the mind” brand story. “Leisure dress table” combined with the orientation and leisure concept, perfect deduce not only nowadays modern fashionable taste in clothes and accessories, at the same time pay attention to satisfy their wearing a wrist watch.
Find the location, will enrich the brand. Marketing experts often say that contains the brand in the 4 p, including Product (Product) is the primary element. Of high-level also believes that quality is life, a good quality to create a good brand, “China does not lack of technology, we also no shortage of talent, we want to change the part of the americans on domestic table technology backwardness, rough traditional recognition.” He hopes of let people know that domestic watch is not only the representative of the quality, but also a clock and watch brand with Chinese characteristics.
And constantly improve the quality, its research and development and design team are also increasing. Company requires each product must have a design concept, has a story, a moral, also must want to target consumers, to grasp the target consumer psychology. Of originality is performed in the reference of Chinese traditional culture, such as the trial launched “chrysanthemum patterns” series, “mask” series table, they have a big foreign brand beyond the reach of Chinese amorous feelings.
At present, the watch of annual output value of nearly 700 million yuan, with 1600 sales outlets in the country. But of top is not satisfied, and they think that as long as with the help of a good channel, can of faster growth, the channel is electronic commerce. Back in May 2011, and has been in electronic shopping online such as taobao, jingdong, “electricity sales are growing very fast, some product sales growth is surprising.” Top of said. Due to actively looking for more and more close to the customer contact point, at the same time pay attention to brand planning and packaging, etc., of online sales, such as not long ago this year “11″ double electric commercial war, of the watch through the implementation of e-commerce sales. Of watch, said an official with the electrical contractor during the period of “11″ double this year, more than 100% of sales growth, advantage is very obvious. According to of electricity controller introduces, in days of mainstream platforms such as cats, jingdong have open electrical business channels, electricity next year will further expansion, sales to reach 50 million. Electricity sales of the company is better than 5% last year, the target is 12% next year. ”
When so many China horological enterprise content to do OEM, still in the homogeneity product, the channels of homogeneity grapples with price competition, of always looking at the stars, and attached to the traditional hand, hand pointing in the direction of the future.