Lynx main battlefield is still not open spring in Hangzhou. However, the arrival of Tag Heuer convinced it that spring was getting closer. This watch brand under the French luxury goods group LVMH chose Tmall on Valentine's Day this year, and also announced a series of new spokesmen and sponsored projects.
Counting Omega, Hublot and Blancpain, Tiger Regal is the fourth Swiss luxury watch company to be rescued by industry veteran Jean-Claude Biver. As of December last year, Tiger Haggai's full-year sales growth of more than 10%, while the figure two years ago was -10%. This is why LVMH Group CEO hired him to boost watch business.
Last year at the F1 Grand Prix Canada Station, he mentioned the brand with Reuters growth in 2016 mainly due to the United States, Britain, Japan and Australia. "We have not been in China for a long time, so we have a lot of opportunities." In his view, when other brands cut the Chinese market budget, Tygerhower's countervailing additional investment becomes even more pronounced and effective.
As LVMH's top sales watch brand, Tiger Accor nearly two years continue to reclaim the Chinese market. Even though Swiss watch exports have been declining year after year, Jean-Claude Biver, President of Group Watches and CEO of Tag Heuer, has always believed that there is a lot to be done for China.
Two years ago, Tiger Elegance invited stars Li Yifeng to do brand ambassador, talked to the interface and called the "younger" strategic goal. In contrast, Cats is a direct ball that drives youthful spending, and the brand is able to seize the spacious mid-end watch market in China.
"In that era of more expensive and better, Tiger & Hogg also gone too far." Pan Jinji, general manager of Greater China, recalled that the spokesman for the brand to enter China at the beginning was Chen Daoming. In 2014, soon after Jean-Claude Biver became chief executive officer, he ordered a refocusing on mid-priced products at a price of US $ 1,500 to US $ 3,000 and quickly started R & D of smart watches .
After these two strategic adjustments were initiated, the target consumer group at Tiger Hollow became young people between the ages of 20 and 35. Globally, the strategy that reflects Tiger Young's young people is to hire the American supermodel Bella Hadid, a 10 million-strong social media fan, as a women's brand ambassador. Tiger Hauja believes that Bela Hadid "knows the language of millennials." Can be the main consumer groups in China physical stores - over the age of 35 identity - does not meet the brand expectations. Not long after, Tiger Haga found the ideal customer base in the online world. According to Lynx data, the current platform for more than 60% of users 90, that is less than 28 years old.
As a trump card channel online cats how much water for the brand it? Consumers who regularly use Tmall are clearly more familiar with apparel products, and last year's popular watch brand Daniel Wellington climbed to its peak because of both parity and fashion. The first watch brand Tic Tac to eat crab on Lynx did not have a ready reference frame.
Lynx clothing general manager Liu Xiuyun is willing to believe that Amoy Department of Commerce attracted 400 million Chinese users, there are many potential buyers. Now this time just can be used to train, service platform, the trend of people and quality users. According to her, this year there will be more Swiss watch brand will be the flagship store way, "the other hand, we will be exclusive series, new product launches and other forms of online and offline promotion."
Lynx platform watch sales growth / picture source: Lynx
Although the watch business does not refer to the object in Lynx, this does not mean that it is a nastiness. As early as October 2015, Tiger Hagrid settled in Jingdong. And costumes compared to the more standard nature of the watch selection to start 3C products, with many male users Jingdong is not surprising. In addition, a "clean" business environment is also a key element affecting the aggressiveness of luxury brands.
On-line for more than a year, Panjin Ji, general manager of Greater China, Tiger Haug see the data show Jingdong sales growth far off the line. In this regard, Jingdong reluctant to disclose the detailed figures, but said that Tiger Tag Heuer brand sales each year to maintain growth of more than 200%, and boosting the overall high-end consumer spending significantly.
Tyggard-TAG Heuer currently has over 50 online watches online and offline, and most of them are strong in sales. Products that favor young people appear more often on the Internet. "Of course, traffic is also an important factor, we have one more sales platform, also has a promotion platform." Pan Jinji said. In order to maintain the online and offline store linkage effect, Tiger Hogwarts made a wave of O2O activities in Jingdong during the Spring Festival, releasing 10 exclusive online watches that require offline store pickup. It can be interesting is that half the order has been canceled because the customer's city has not yet opened a physical store.
It is not easy to lay down the Chinese territory from a physical concept: the lesson of a crazy expansion in the early years is vivid. Including independent stores, department stores and multi-brand collection shop, the TAG Heuer China market opened a total of 60 new stores last year, so far covered more than 50 cities, with more than 100 stores. Given the uncertainties in 2017, the brand will be expected to reduce global growth to single digits, but the pace of opening stores in China will remain.
Tiger and TAG Heuer and Intel, Google developed a smart watch
In addition to exploring Lynx's online channels, Tiger also invested a sum of money to sponsor China Space Agency sponsors and Super. "You can imagine that there will be a variety of cross-border cooperation, limited edition available." Pan Jinji also said that because participants include Google and can not enter China's smart watch, "this year, there will be a Chinese version available."
Following Li Yi Feng, Deng purple chess, the latest spokesman for Tag Heuer will be unveiled in the near future. "I need Ta's temperament to fit the brand and catch the target age group." For the celebrity endorsement of this hard-pressed investment to make an objective return on data, Pan believes he needs to be "very cautious," from the brand's long-term perspective , There is still a need for opinion leaders who can lead to healthy development.
Of course, in the context of the industry's sluggish economy, shouldering the big investment means having to pay more for the return. Tiger is enjoying the middle-class demographic dividend TAG Heuer is seen as the dark circles in the watch industry. There can be a problem as if the sword of the ceiling: This year's Geneva watch show, most brands have given up high-priced products, instead of focusing on mid-range price promotion of new models. When the market becomes more and more crowded, Tiger & Hairdressers will not be able to play better now.
"Today, fifty thousand watch brand suddenly plummeted to sell 20,000 products, there will certainly be fans to buy, but it is sustainable?" Pan Jinji may think that a simple price adjustment is not enough to threaten the Tiger TAG Heuer Status, after all, it is in early stages of sweet start. For China's market forecast in 2017, Pan Jinji feels that he can achieve high unit (growth rate), "the current light double-digit growth in January-February."
This article is reproduced, does not represent the world position of million table.