Statistics, according to the Union of the Swiss watch industry, the Swiss watch products export to mainland China surged 48 percent in the first nine months of 2011, China has surpassed Japan to become the world’s second-largest luxury goods market, at the same time the Chinese luxury consumer market is showing a younger trends, network behavior of the crowd to buy influence can not be ignored. However, faced with a piece of fertile ground in the Chinese market, a large part of the Swiss watch brand in the mainland online business but sink like a stone. Why is there such a situation? And how to make good use of networks to boost brand marketing?
Asian dream
In 2011, the International Watch Marketing Day on November 3 the Ruishi Saud sealed Heure Bleue theater “Asian Dream” theme held. Although the meeting focus on the Asian market as a whole, but obviously become the most dazzling star. The first nine months of 2011 data from the Union of the Swiss watch industry, the Swiss watch product exports to Hong Kong rose by 29%, while mainland China surge 48%. The two total exports of 3.9 billion Swiss francs, occupy one-third of the exports of Swiss watches. Hurun China Rich annual list to show the world the wealth of China: Chinese domestic billionaires nearly 70,000, 960,000 multi-millionaire. These populations is very optimistic about the collection and designer mens watches investment, Even millionaires each year in this regard will come 30-400000 U.S. dollars, China has become the world’s largest luxury goods market, is the most international watch brand development strategy an indispensable component. Faced with this reality, we were feeling, if you want development, we must gain a firm foothold in the Chinese mainland.
On the other hand, the network is more and more obvious influence of of casio watches prices publicity and sales. Submitted by Boston Consulting, Group, (Boston Consulting Group) “China’s Digital Generations 2.0″ (Chinese user Internet usage survey report) show, various enterprises in China digitize the field of advertising spending in 2008, only to 8%, while in 2012 will be increased to 20%. The Internet has become one of the best ways to contact Chinese consumers, the growing influence of the Internet on their ideas, and publicity in this regard can even affect the reputation and image of a brand or a product. Again, McKinsey Institute (McKinsey Institute) pointed out, the influence of the Internet on the buying behavior of luxury goods, including watches, including the luxury consumer report “released in 2011 has reached 21% in China’s luxury consumers younger than 35 years old accounted for 45%, more and tend to be younger, and many of these people will adopt online shopping. However, many Swiss watch brand in the mainland of online business has suffered a defeat Lu-East Waterloo ……
Lose at the starting line
watch box for men brands want to enter the Chinese market, particularly in the digital marketing into the Chinese market the only site translated into Chinese is not enough. A digital strategy for the Chinese market must consider many realistic factors, many brands are too underestimate the enemy.
Swiss watch brand, time-consuming Mishap is the most important mainland Chinese users to access the brand website. The reason is the international export of Chinese Internet bandwidth is too narrow, while the majority of the Swiss brand websites are hosted on the mainland. Internet content optimization solutions and enterprise applications vendor Strangeloop study published this summer, a huge time consumption is the biggest obstacle, when a brand or a product you want to achieve online publicity, this factor means considerable risk . For Chinese visitors to visit the Swiss watch brand website download speed eight times slower than those of Western visitors, 80% of Internet users in China before the real website Home lost patience. Overall, the fastest loading time of a site should be no more than two seconds. However, the current situation is that some of the pages of high-end brands even took 40 seconds. And even eventually open the home page, most users will not have patience to continue browsing, which showed that the loss of these visitors is a very high probability.
Asian dream
In 2011, the International Watch Marketing Day on November 3 the Ruishi Saud sealed Heure Bleue theater “Asian Dream” theme held. Although the meeting focus on the Asian market as a whole, but obviously become the most dazzling star. The first nine months of 2011 data from the Union of the Swiss watch industry, the Swiss watch product exports to Hong Kong rose by 29%, while mainland China surge 48%. The two total exports of 3.9 billion Swiss francs, occupy one-third of the exports of Swiss watches. Hurun China Rich annual list to show the world the wealth of China: Chinese domestic billionaires nearly 70,000, 960,000 multi-millionaire. These populations is very optimistic about the collection and designer mens watches investment, Even millionaires each year in this regard will come 30-400000 U.S. dollars, China has become the world’s largest luxury goods market, is the most international watch brand development strategy an indispensable component. Faced with this reality, we were feeling, if you want development, we must gain a firm foothold in the Chinese mainland.
On the other hand, the network is more and more obvious influence of of casio watches prices publicity and sales. Submitted by Boston Consulting, Group, (Boston Consulting Group) “China’s Digital Generations 2.0″ (Chinese user Internet usage survey report) show, various enterprises in China digitize the field of advertising spending in 2008, only to 8%, while in 2012 will be increased to 20%. The Internet has become one of the best ways to contact Chinese consumers, the growing influence of the Internet on their ideas, and publicity in this regard can even affect the reputation and image of a brand or a product. Again, McKinsey Institute (McKinsey Institute) pointed out, the influence of the Internet on the buying behavior of luxury goods, including watches, including the luxury consumer report “released in 2011 has reached 21% in China’s luxury consumers younger than 35 years old accounted for 45%, more and tend to be younger, and many of these people will adopt online shopping. However, many Swiss watch brand in the mainland of online business has suffered a defeat Lu-East Waterloo ……
Lose at the starting line
watch box for men brands want to enter the Chinese market, particularly in the digital marketing into the Chinese market the only site translated into Chinese is not enough. A digital strategy for the Chinese market must consider many realistic factors, many brands are too underestimate the enemy.
Swiss watch brand, time-consuming Mishap is the most important mainland Chinese users to access the brand website. The reason is the international export of Chinese Internet bandwidth is too narrow, while the majority of the Swiss brand websites are hosted on the mainland. Internet content optimization solutions and enterprise applications vendor Strangeloop study published this summer, a huge time consumption is the biggest obstacle, when a brand or a product you want to achieve online publicity, this factor means considerable risk . For Chinese visitors to visit the Swiss watch brand website download speed eight times slower than those of Western visitors, 80% of Internet users in China before the real website Home lost patience. Overall, the fastest loading time of a site should be no more than two seconds. However, the current situation is that some of the pages of high-end brands even took 40 seconds. And even eventually open the home page, most users will not have patience to continue browsing, which showed that the loss of these visitors is a very high probability.
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