2014, watch industry what happened?

Not hard to find, the luxury goods industry in China in the past few years the expansion is very fast. For watch makers, seizing China's powerful market is tantamount to finding a successful shortcut. China is the only country that believes that "Swiss watches are the best." Luxury watches symbolize one's status and status. However, with domestic policy restrictions on "high-end gifts" and "anti-corruption," many watch brands do not see the increase in revenue they expect.

Chinese people's favorite way is to travel through shopping, watch buying is one of them. It is understood that most consumers in Europe and the United States high-end watch market is Chinese tourists. However, this year's situation, the watchmaking industry no breakthrough. What is the reason led to such a result? Wan table world Xiaobian that, in addition to geographical distribution, including the price of watches is not reasonable, promotion is not enough, at the same time there are not many interesting new watches, which led to consumption More and more confused.

Lack of innovation in design

Participated in this year's Geneva Haute Horlogerie and Basel Watch Fair you will find that the new design is very scarce, watch the classic engraving serious. Many brands are afraid to launch new products and they are not confident because they can not predict future sales. Watch manufacturers are more concerned about the market data, many new products just hit the market response is not very good, Moreover, the design of new products also spend a lot of manpower and resources.

We interviewed many watch designers and design agencies, and they said that designing new products has been in the doldrums since the past few years. Xiaobian do not think this means that the brand is not involved in the design, on the contrary, this is a brand new opportunity to launch ideas. But watchmakers are showing fear, they are reluctant to invest in new designs and new products. On the other hand, from the market point of view, consumers need the filling of new products.

Watch high prices

Is the price of the watch too high? Indeed, from a consumer perspective. But from an economic point of view, high prices are within the market's affordable range. This year, many brands introduced entry-level price models, even though some of the top brands are also developing new "entry-level prices," but that does not mean they will be cheap, but rather that the brand has realized the price advantage is conducive to the realization Market share of the ambition.

We need to study the reasons for the rise in watch prices. Because of raw materials, manufacturing, currency fluctuations and other issues, watch manufacturing is very price sensitive. Watch owners based mainly on the Swiss franc or the euro, in order to cope with the weakness of the dollar, often have to make price increases decisions. The price of raw materials, such as gold, has been very high in the past few years, but the problem is that the price of gold fluctuates and the price of gold is declining. However, it is hard for watch makers to lower their prices.

The price of wristwatches has multiplied many times over the past decade or two. Another reason for the price increase is that the brand is trying to improve its personal profile. Market research shows that if the price of a product is raised, the consumer's perception of the product will change. People want to watch a small amount of high-priced products introduced to the wealthy consumers to buy, Xiaobian think it is an adventure for the brand business move.

Marketing black hole

The good news is that watch demand is still strong and likely to be bigger, largely because big brands continue to spend huge amounts of money on marketing. Marketing is one of the brand effective strategic measures, marketing is not to create demand, but to make their own products to meet market demand. Watchmakers rely more and more on external agencies, so they need to make macro advertising decisions. Under normal circumstances, it is theoretically feasible, but the result is not as good as expected. Although watch makers pay high on advertising budgets, funds are often better exploited because of mismanagement or poor distribution.

There is a need for geographical restrictions

Perhaps the emergence of the Internet has changed the geographical restrictions on the purchase of watches to some extent, but we are aware of the fact that large brands do not sell online and only look for distribution partners online. Some small brands are turning to online shopping And direct delivery. Many people who need to buy a watch are still very puzzled, where to buy the watch you want, but also for the service consumers are also at a loss, some potential customers often do not know where to buy watches lost. We can only expect to solve these problems in the next ten years so that more people can regularly buy the watches they want.

Positioning inconsistent with the original intention of consumers

Many watch manufacturers do not seriously consider the consumer point of view when the product is released, the brand should focus on the needs of consumers, watch business positioning. Some brands in the production of watches take into account the actual needs of consumers, so walk more smoothly. A brand is like a person, you need strict demands on yourself, with their own principles and unique charm to attract others. This is not a natural law, but a brand to find the breakthrough path of least resistance. (Compile / Wan watch world Fuxue Ting)

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