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Exclusive Interview With Baume Et Mercier CEO -- Alain Zimmermann
< p > reporter interviewed a href= "http://www.91se91.com/news/index_c.asp" > Baume et Mercier < /a > name list CEO Alain Zimmermann, he shared with us the brand strategy and development plan. < /p >
< p > 1. celebrities are relatively low-key, and many non professional watches consumers are not familiar with it. What is the position of celebrities in all the wrist watch brands of the peak group? What is the difference between celebrities' watches and other watches at the same price? < /p >
Market positioning is very important. We do play a role in the P group, but the group does not set a role or status for all brands. Since joining the peak group in 80s, celebrities have always been targeted at the high quality watch making of the price and the people. We will continue to maintain this strong brand positioning in the future, that is, the luxury watch series with elegant style and high performance price ratio. By observing the price of celebrities, we can see that this market positioning is not only aimed at China, but also around the world. < /p >
What are the changes in strategy when the 2. celebrities and < a href= "http://www.91se91.com/news/index_c.asp" > Chow Tai Fook < /a > p?
< p > this change means that we will have a team dedicated to the development of celebrities in the Chinese market. Obviously, the Chinese market is very important to us. It is a huge market full of potential. But the market environment is also quite complex, because there are different regions and front-line, second tier, three line cities. We have strong partners, targeted markets, targeted retail outlets and targeted promotion, so we can make wise decisions: first, to enhance brand awareness; two, to increase the purchasing power of Chinese market as much as possible, including male and female sex consumers. Although we entered the Chinese market late, but we made positive efforts on the Chinese market, I am confident that we are on the right track. < /p >
< p > 3. you once played an important role in the Cartier and IWC of the group. So what do you think is the difference between your job as a celebrity and CEO before?
< p > I have not held CEO in Cartier or IWC, and the responsibilities of celebrity CEO are different from those of IWC marketing director and Cartier product manager. It will shoulder more responsibilities and work more comprehensively, taking charge of business, product development, marketing, publicity, human resources, etc. So it is a comprehensive challenge, which is the wonder of CEO. When you are the leader, people expect you to lead the way, tell them when to do something, make decisions and believe in everything you do. Generally speaking, the same is true for strong brands. Both IWC and Cartier are strong brands, but they all have their own brand DNA and brand temperament. My duty is to protect the brand DNA of famous artists, and pass the brand history of 183 years to the next generation. What I do every day is to perform this responsibility with my team. And the team is very important. CEO without a good team is nothing. < /p >
What are the specific plans of the 4. celebrities in the Chinese market? < /p > p
< p > on the one hand is to expand sales channels, we will continue to cooperate with existing distributors. We attach great importance to improving the exposure of celebrities in the first tier and second tier cities. In the near future, we will set up boutiques in Changzhou. As long as we guarantee quality, we can find opportunities to open shop. We need to continue our efforts in brand promotion through a lot of training. We are very successful in China. We have history, quality, brand story and classic design. We have excellent quality and close to the people's price. Now we need to push ahead. Clocks and wonders are excellent platforms for media and customers to convey our information. But it takes time, and miracles don't happen in a flash. < /p >
< p > 5. in your eyes, in the next five years, what is the prospect of China's < a href= "http://www.91se91.com/news/index_c.asp" > high-end watch /a > market? < /p >
< p > the speed of obtaining information in Chinese market is astonishing and rapid. Europe took 20 years, and China took 2 years to understand the tabulation industry. Because of the mass media, brands provide a lot of content, and more consumers receive brand education. I think the new middle class is on the rise, and we have launched different brand education after entering China. Some of the middle class have been around the world, and they view things differently. They will explore the brand and the contents behind it, which is a perfect opportunity for celebrities, because we provide content and meaning. As long as you enter the world of celebrities, you can find its high quality, good reputation, authentic Swiss tabulation history. Brands need to keep in touch with each other through dialogue. With the help of new information channels, including the Internet, especially young people becoming more and more digitalized, they can access the information of celebrities through various channels. < /p >
< p > 6. how do you think of Chinese consumers and how will their spending habits change in the future? < /p >
< p > first, I think there will be a change. Chinese consumers will be educated at different levels. They not only focus on logo, but also focus on interaction with brands. Second, quality and credibility are becoming more and more important. In other words, the product life cycle. Will consumers buy my product in 10 years? Will they repeat the purchase? Can the company guarantee that products can be maintained within 20 years? I believe that women's consumption habits will change dramatically, and the way of consumption of luxury goods will evolve and become more personal rather than Logo. < /p >
< p > 7., would you like to introduce the new name of the name list in this year's first Asian "watch and wonder" Asian watch exhibition, which is different from the new one that was exhibited in Geneva earlier? < /p >
< p > we will continue to play the main role in the krypton series, which is our main market strategy. We first released the krypton Series in Shanghai last year. After that, we also exhibited in this year's SIHH. Now we have introduced the chronograph and the inter gold watch. The top weight of the exhibition is the Tuo flywheel. Although it is expensive, it does not mean that we change the business model, and we do not compete with the high-end wristwatches. We show Tourbillon because Asian consumers may be unfamiliar with celebrities and prove to them that celebrities are trustworthy. This is the first time that we have brought antique watches from Switzerland to highlight our historical heritage. We built the tourbillon engraved with Geneva in 1892, and 183 years later we are still masters of sophisticated and sophisticated watches. This flying Tourbillon is excellent, presenting the exquisite tabulation technology that we can achieve if we want to do it. My duty is to realize the dream of celebrities. Celebrities always make high quality luxury watches with the price of the people, but celebrities are also capable of making expensive, highly skilled Tourbillon. So Tourbillon is the focus of this exhibition, and it also contains strong brand information. There are many watch brands in the Chinese market. Young people are puzzled. My duty is to convey the brand DNA, the seventh largest brand in the modern watch industry. < /p >
< p > 1. celebrities are relatively low-key, and many non professional watches consumers are not familiar with it. What is the position of celebrities in all the wrist watch brands of the peak group? What is the difference between celebrities' watches and other watches at the same price? < /p >
Market positioning is very important. We do play a role in the P group, but the group does not set a role or status for all brands. Since joining the peak group in 80s, celebrities have always been targeted at the high quality watch making of the price and the people. We will continue to maintain this strong brand positioning in the future, that is, the luxury watch series with elegant style and high performance price ratio. By observing the price of celebrities, we can see that this market positioning is not only aimed at China, but also around the world. < /p >
What are the changes in strategy when the 2. celebrities and < a href= "http://www.91se91.com/news/index_c.asp" > Chow Tai Fook < /a > p?
< p > this change means that we will have a team dedicated to the development of celebrities in the Chinese market. Obviously, the Chinese market is very important to us. It is a huge market full of potential. But the market environment is also quite complex, because there are different regions and front-line, second tier, three line cities. We have strong partners, targeted markets, targeted retail outlets and targeted promotion, so we can make wise decisions: first, to enhance brand awareness; two, to increase the purchasing power of Chinese market as much as possible, including male and female sex consumers. Although we entered the Chinese market late, but we made positive efforts on the Chinese market, I am confident that we are on the right track. < /p >
< p > 3. you once played an important role in the Cartier and IWC of the group. So what do you think is the difference between your job as a celebrity and CEO before?
< p > I have not held CEO in Cartier or IWC, and the responsibilities of celebrity CEO are different from those of IWC marketing director and Cartier product manager. It will shoulder more responsibilities and work more comprehensively, taking charge of business, product development, marketing, publicity, human resources, etc. So it is a comprehensive challenge, which is the wonder of CEO. When you are the leader, people expect you to lead the way, tell them when to do something, make decisions and believe in everything you do. Generally speaking, the same is true for strong brands. Both IWC and Cartier are strong brands, but they all have their own brand DNA and brand temperament. My duty is to protect the brand DNA of famous artists, and pass the brand history of 183 years to the next generation. What I do every day is to perform this responsibility with my team. And the team is very important. CEO without a good team is nothing. < /p >
What are the specific plans of the 4. celebrities in the Chinese market? < /p > p
< p > on the one hand is to expand sales channels, we will continue to cooperate with existing distributors. We attach great importance to improving the exposure of celebrities in the first tier and second tier cities. In the near future, we will set up boutiques in Changzhou. As long as we guarantee quality, we can find opportunities to open shop. We need to continue our efforts in brand promotion through a lot of training. We are very successful in China. We have history, quality, brand story and classic design. We have excellent quality and close to the people's price. Now we need to push ahead. Clocks and wonders are excellent platforms for media and customers to convey our information. But it takes time, and miracles don't happen in a flash. < /p >
< p > 5. in your eyes, in the next five years, what is the prospect of China's < a href= "http://www.91se91.com/news/index_c.asp" > high-end watch /a > market? < /p >
< p > the speed of obtaining information in Chinese market is astonishing and rapid. Europe took 20 years, and China took 2 years to understand the tabulation industry. Because of the mass media, brands provide a lot of content, and more consumers receive brand education. I think the new middle class is on the rise, and we have launched different brand education after entering China. Some of the middle class have been around the world, and they view things differently. They will explore the brand and the contents behind it, which is a perfect opportunity for celebrities, because we provide content and meaning. As long as you enter the world of celebrities, you can find its high quality, good reputation, authentic Swiss tabulation history. Brands need to keep in touch with each other through dialogue. With the help of new information channels, including the Internet, especially young people becoming more and more digitalized, they can access the information of celebrities through various channels. < /p >
< p > 6. how do you think of Chinese consumers and how will their spending habits change in the future? < /p >
< p > first, I think there will be a change. Chinese consumers will be educated at different levels. They not only focus on logo, but also focus on interaction with brands. Second, quality and credibility are becoming more and more important. In other words, the product life cycle. Will consumers buy my product in 10 years? Will they repeat the purchase? Can the company guarantee that products can be maintained within 20 years? I believe that women's consumption habits will change dramatically, and the way of consumption of luxury goods will evolve and become more personal rather than Logo. < /p >
< p > 7., would you like to introduce the new name of the name list in this year's first Asian "watch and wonder" Asian watch exhibition, which is different from the new one that was exhibited in Geneva earlier? < /p >
< p > we will continue to play the main role in the krypton series, which is our main market strategy. We first released the krypton Series in Shanghai last year. After that, we also exhibited in this year's SIHH. Now we have introduced the chronograph and the inter gold watch. The top weight of the exhibition is the Tuo flywheel. Although it is expensive, it does not mean that we change the business model, and we do not compete with the high-end wristwatches. We show Tourbillon because Asian consumers may be unfamiliar with celebrities and prove to them that celebrities are trustworthy. This is the first time that we have brought antique watches from Switzerland to highlight our historical heritage. We built the tourbillon engraved with Geneva in 1892, and 183 years later we are still masters of sophisticated and sophisticated watches. This flying Tourbillon is excellent, presenting the exquisite tabulation technology that we can achieve if we want to do it. My duty is to realize the dream of celebrities. Celebrities always make high quality luxury watches with the price of the people, but celebrities are also capable of making expensive, highly skilled Tourbillon. So Tourbillon is the focus of this exhibition, and it also contains strong brand information. There are many watch brands in the Chinese market. Young people are puzzled. My duty is to convey the brand DNA, the seventh largest brand in the modern watch industry. < /p >
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