Luxury watches media market
4 years ago, the concept of time from taiwan to the mainland, the mainland has not been a product of watches professional magazine, now, fashion time the chinese market list private capital investment in the mainland, such as the magazine has already begun and master to compete. it is learnt that the time concept, the annual growth rate of advertising are more than 50 percent, more than 80 percent of the ads from high-end watch brands. and watches and clocks on more is at 200 yuan to become the most expensive magazine in china.
1978, ruishileida after the reform and opening up as an international luxury watch brands into the country. after a short period of 20 years, china has become more than 50 of the hot land for luxury watches. now the chinese table sector, the brand is more and more rich, modern marketing methods of competition. znith, and many chinese consumers have not heard the name appears in the newspapers, magazines, advertising.
although manyinto the brand, but Geneve Watches omega, radar, rolex remains stable in china the top three. according to the radar in china, vice president of the sea of buddha said: yes, the cake is that Concord Watches the smaller the cut, but our 2005 sales in 2004 is two times. this is because the whole cake in the larger.
in Gucci Watches china in order to ensure that the second position, the radar this year in the chinese market advertising will be the last two times. in fact, it is the major luxury watch brand marketing needs, promoting health has been a thriving watch the advertising market.
market conquests
the world watches the three major groups - the group of switzerland, li-feng, swatch groups and lvmh group, has been leading the full range of its luxury watch brands, to complete the first-line second-line market to the overall market layout. this alone is Chopard Watches three major groups in its brand of watches, there is more than 30.
radar swatch table is the first group arrived in china’s brand, despite its 80 cities in china has opened more than 300 stores, of which 50 percent is in the upscale shopping center. however, the development of new radar in the region is still the primary task in 2006, not only in second-tier cities, or even third-line cities are also part of the radar target area.
march this year, buddha went to sea in shandong province in eastern british study found that there opened a new shopping centre very good. surprising is that the radar most recent national sales shop, not beijing or shanghai, wenzhou and five in ma street is not a large area of the store. foshuo of the sea: on the one hand, we have to find more like five such a good horse street shops, on the other hand, we have some old shop a new design and decoration. in line, radar designed for the china market is also a unique marketing programs, launched a higher-priced watches, to meet the affluent chinese people, but also the development of young fashion models to meet those urban young people.
the same calendar peak performance of the radical group’s earl table, in the country already has five stores in 18 cities and the 25 special stores. count the asia-pacific managing director gu teng ambitious, claiming that its plans in each of the next five years opened two new stores and maintain an annual sales of more than 20 per cent growth.
patek philippe brand manager for high-hong told reporters that they are to apply for the headquarters in beijing to open a store. if successfully realized, it would be patek philippe in the world’s fifth home stores, and patek philippe only five stores, there are two in china! hong gao said.
advertising market rush
2005, when china’s advertising market growth rate of 12 per cent of the marks china’s advertising market has entered a period of slow growth, luxury ads have appeared dramatic increase in the movement, of which only luxury watches the plane ads on the rise by 46 percent, and 60 percent from omega, radar, rolex and other luxury brands to promote veteran.
1978 March on 15, the eve of reform and opening up in shanghai, people read the daily wen wei po appeared on the radar of the exquisite table tremendous advertising. but even if such a radar is the first newspaper in china’s international brand advertising, sea of buddha or believe that china’s luxury brand more and more advertising this cake will also yuezuo yue, the radar must therefore devote more energy in the media.
following this year’s basel watch and jewellery exhibition in geneva and senior watch fair, waitanhuabao introduced the spirit of the time, the 40-page color booklet, the sighted one can tell this is in line with the special edition watches advertising design. before, a similar publication only for the domestic automobile and real estate. radar also introduced the back cover of this special issue of the new quarter overall ceramic series, the first inside page ad is omega, the first special report on the rolex is precisely the article.
radar advertising of 50 percent in magazines and newspapers. sea of buddha that magazine advertising is the pursuit of a long-term imperceptible effect, create brand image, while newspaper advertising is more in order to improve brand awareness, compared to tv ads and the fleeting high in advertising, magazines, newspapers ad a better position, but also more effective.
open sea of buddha vogue with a dress the color pages, radar, pointing to a table, told reporters: of course the best there is in this section are. this is not advertising, but the magazine editor choice.
event and sponsorship
some of the top luxury watches more inclined Movado Watches to use some special activities to disseminate information brands, and in the circle of effective word-of-mouth spread.
patek philippe end of the year will be held in china a patek philippe watch exhibition, the objects are invited to patek philippe, the vip. by then patek philippe, president of the world will be attending. hong gao said that, like patek philippe such a top-level luxury, are generally doing their own activities.
a well-known financial newspaper group advertising the staff of the department, told reporters, luxury watches, later in the event, sponsored by hammer in hand more, at deal or no deal. if the whole of last year montblanc ads, events, sponsorship and other inputs to over 8,000 million, far more than some old watch brand in this area of investment.
2006 March on 18, montblanc held in shanghai 100 years celebration party, chow yun-fat and his wife, chen kaige and his wife, zhongzhen tao and his wife, wen bixia and yang gongru, ye tong, jiang qinqin, xia yu, and other fashion stars invited to boost, & # 8220; star appearance, all alone, very impressive. an insider said. compared to print ads, the impact of these activities more focused and extensive. it was for the card in asia shanghai art museum exhibition inflation calculations, the activities of their own news value, cards and asia to attract the newspapers, magazines, websites, radio, television and other media size of a total of 449 reports and made effective, or advertising value reached 34.11 million yuan. the luxury goods giant of these expenditures, to a large part of the inflow is also public relations companies and advertising companies pockets.
however, radar and other brands that activities must be targeted, can make the activities are good, but more important is the refinement. for example, the radar has been more than 20 years to sponsor the world a number of important tennis tournament, the 2005 tennis masters cup’s return to china, radar and immediately announced that the chinese tennis masters cup partnership. each of the tennis masters cup, the radar organize some unique weekend evening, for example for the people to participate in the event through a section of the maze, then arrived at the venue. every penny should be spent right. sea of foshui.
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