Why Swatch becomes the world famous brand watch

In the global scheduling industry, Switzerland may be called the senior statesman. The Swiss clock and watch industry has 300 year historical ancient tradition, the scheduling industry is the Swiss country symbol. Its profession's goal customer is these conservative, the wealthy consumer. In the 1970s, a storm rolled up like a mat the Swiss scheduling industry, the entire profession encountered the heavy damage, take Kaxiou (casio), exquisite (seiko), west the iron wall (citizen) as representative's Japanese scheduling industry, in view of the mid and low earning consumer, used the digital technique, and paid great attention in the low cost manufacture, the popularization sale, the big area market introduction, caused the wristwatch sales volume to increase sharply, caused the Swiss scheduling industry loss to be serious directly. In less than 10 year, Swiss scheduling worker's quantity from 900,000 drops to 300,000. In 1982, two Swiss clock and watch manufacturer, had Omega (omega) brand ssah Corporation and had the radar (rado), Langqin (longines) asuag Corporation, one year altogether lost 120,000,000 US dollars, but these two company yearly income was only 1,100,000,000 US dollars.

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Facing the difficult position, German entrepreneur Hayeke who is engaged in the consultation (hayek) proposed: ¡°we can become the world once more first¡±. In order to rally the Swiss scheduling industry to be magnificent, in 1985, Hayeke and the investor has purchased the above two company complete property 51%. After obtaining the domination, Ye not started to create the brand myth the story.

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1. Enters the low price market boldly.

Hayeke first carries on the test to the market, discovered that the consumer may accept Switzerland to commend to Japanese, Hong Kong product is slightly expensive some prices. The market demonstrated that the Swiss wristwatch have the product differences superiority, even if the Japanese labor force cost is zero, the Swiss wristwatch will still have the market. Hayeke thought: ¡°this is not a payroll cost question, but is the management, the innovation, the marketing and the product question¡±. Hayeke enters the low price market boldly, presents the near absurd challenge: ¡°found a method, let us in Switzerland by 30 US dollar price sell wristwatch.¡±

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Hayeke similarly also seeks the product in the low-grade market the difference, bridges over ¡°the economy wristwatch¡± the threshold, enters ¡°the style fashion¡±, carries on the segmentation to the low-grade market, has studied an age 18-30 year-old consumer. He believed that must obtain the success in this market, must be able the sensation consumer taste change, this to master the new production technology to be more important. The young people do not have the many money purchase upscale table, but needs one fashion to satisfy the personalization.

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Afterward, Hayeke makes the improvement to the manufacturing craft, and has realized a series of breakthroughs. For example, reduces the wristwatch components from 155 to 51, reduces the movable part, also cut the damage probability, and assembled the wristwatch to need the manpower little to be also many; The newly built automatic assembly line, can produce 35000 Siwoqi wristwatch and over a million spare parts every day, the labor force cost from 30% falls 10%; Quality of certified level. Wristwatch's lowest percentage of products sent back for repair is less than 3%, but Siwoqi wristwatch's percentage of products sent back for repair less than 1%.

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2. Promotes sales does not conform to conventional pattern.

Some high grade and low cost guarantee, in the marketing strategy, he made the issue in the table naming, named is ¡°Siwoqi¡±. On the one hand this name in the world main language, sounds to be very pleasant to hear, very good memory; On the other hand, this name also transmitted the leisure, the fashion, the comfortable feeling to the consumer, the global consumers easy to accept. Promoted sales does not conform to conventional pattern, has designed a giant Siwoqi wristwatch scroll, is 152 meters, actually has transmitted the simple information: ¡°Siwoqi - - Swiss - - 60 Germany Mark¡±. This scroll (the Frankfurt highest skyscraping building) is hanging from Germany Commercial bank Headquarters building in Tokyo's Yinzuo. The consumer started to like this kind of table.

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At the same time, Hayeke has adopted the following action: Limits the quantity the production, establishes the Siwoqi member club, sells the specially made wristwatch to the member consumer, provides Siwoqi the product the complete table of contents, invites them to participate in the club the activity; Encourages the dealer to establish the Siwoqi wristwatch museum, conducts the activity for the Siwoqi wristwatch gatherer, and specially makes has the commemoration significance wristwatch; The design innovation, the simple plastic Siwoqi table, the wristwatch contour which and the watch band designs carefully substitutes, some wristwatch's creativity from and so on masters of art Picasso. In the 90s, Siwoqi through the cooperation innovation, increases dynamics in the design, causes the Siwoqi wristwatch to become a part which the consumer lives.

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Succeeds from Hayeke builds the Siwoqi wristwatch brand in the course, what can we obtain to inspire?

Changed the consumer to wristwatch's use custom. Hayeke promoted the new table before 1983, the most people used the identical quick table for a lifetime. The wristwatch forever only manifest the reliable time function. Hayeke convinces them in the different situation, wears different model for the different goal the wristwatch.

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Segmentation and lock onto target client base, namely 18-35 year-old expense group, even expands to the advocation young point of view middle-aged person. Hayeke gave Siwoqi the wristwatch replenishment emotion. Is not only the high grade product, is one kind the ornament which has a taste move of person to like, looks like the earring or the tie is the same. This for Dai Biaozhe one counter-tradition's unique image, and has transmitted ¡°the fashion, the stimulation, the appeal, the memento, high grade, the low cost¡± the information.

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Variation marketing. In the low end market, Siwoqi appears by the unique decorations' image, in the consumer heart with similar low price's Japan, Hong Kong wristwatch separates out, has achieved the variation marketing, lets the consumer think that ¡°different¡± purchases. But purchases. But the domestic some enterprises did not know how to form the difference with the competitor, or only in the physical property (outside presently, formula and so on) on carries on compares. The Siwoqi wristwatch this localization superiority profits from the function.

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To cost again understanding. According to Hayeke the selling price investigation which does in the earlier period, the Swiss wristwatch's brand may reduce the consumer to the price sensitivity. Hayeke can the craft manufacture improvement, the labor force cost from 30% drops to 10%, thus has saved the overall cost. May obtain three enlightenment from here:

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¡¡¡¡1. So long as the mass manufactures have reduce the cost the possibility;

¡¡¡¡2. The high cost's constitution may make the concrete study to reduce;

¡¡¡¡3. The Japanese table price is lower than the Swiss table 50-70% to be able to change consumer's choice, therefore may through the management, the innovation, the design, the marketing win.

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By ¡°new¡±, ¡°wonderful¡± impels the market, absorbs consumer's judgment rapidly, caters to the young people to expend the point of view the transformation, ¡°strives for, ¡°to ask newly¡± changes¡±, ¡°the counter-tradition¡±; Establishes the sentiment with the consumer, to conduct the activity, the transmit message, attracts the consumer to purchase continuously; Follows close on the fashion and the propaganda coordination, lets the Siwoqi wristwatch ride the US aerospace craft to surround the Earth and so on; The wristwatch turn the artware Siwoqi, cooperates with master of art, limits the quantity the production to the product. Every year's Siwoqi have the difference, has let the consumer has maintained the hope, and initiation next round purchase impulse.

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Hayeke has created the Siwoqi wristwatch's myth. He has abandoned the traditional process, the technology, the production, the property and the sales relations, changes is gentle, the richer subjective color consumer behavior, the consumer by chance with the consumer emotion, and in view of this demand, adopts the more advanced craft manufacture and the communication (promotion) the way, enterprise and consumer's relations long-term preserve. In view of the domestic some enterprises to the consumer demand's assurance existence deviation, the marketing method is unitary, too blindly believes in and so on to the communication technological means that this case profits from the function.

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20:34 - 18 November 2009