Can The Traditional Counter Attack Of The Rui Table Be Cheered?

According to the Federation of the Swiss Watch Industry, around the world, around 1 billion 200 million watches are produced each year.

China is the world's largest watch manufacturer, but 99% of its watches are cheap quartz watches.

In the high-end watch market, Swiss watches are basically monopolized, and 95% of watches are exported to other countries.

It is hard to say whether the marketing point of traditional Rui watches can be accepted by consumers and whether the performance of traditional Rui watches can be improved by launching smart watches as a way to increase functional requirements.

On the one hand, the professional watch has two polar trends in 2015, one is the ultra high end niche top watch, the other is the popular market trend.

As for the trend of mass market, the demand for decorative fashion and intelligent system account for 75%, while the demand for timing function is only 15%.

"At home and abroad, professional watch manufacturers have not really realized the impact of smart watches such as apple."

Zhou Ting believes that, in particular, apple is also poaching away all kinds of design, management and marketing talents from luxury brands.

The Swiss watch industry is dominated by several vertically integrated conglomerates, Swatch Group, whose brands include Swatch (Swatch), OMEGA (Omega), and luxury brand Group.

(Breguet) and so on; the brand of the peak group includes MontBlanc, Earl, Cartire and Dunhill; Louis Weedon's brand includes TAG Heuer tiger Heuer, Zenith real time and Hublot Yu ship, and its brand includes Rolex and Tudor.

With China

With the growth of the market, the export volume of Swiss watches to China has steadily increased, from 16 million 800 thousand Swiss francs in 2000 to 1 billion 600 million Swiss francs in 2012, and the total export volume to China's exports increased to 100 times in the ten years. Until the middle of 2012, China's domestic anti-corruption, advertising restrictions and the slow growth of China's economy, the export growth of Rui table began to slow down.

In August 2015, the largest market for Rui export, Hongkong's market sales plummeted 18.2% to 225 million 200 thousand Swiss francs, while the mainland market lost 38.5% to 81 million 200 thousand Swiss francs, the first time in recent years, less than 100 million Swiss francs.

The continued slump in the two key markets of mainland China and Hongkong led to a sharp decline in the export volume of Swiss watch. In August, Switzerland's total exports fell by 1.6% compared to the same period last year, only 1 billion 470 million Swiss francs, or the first decline in recent years.

The group's largest watch brand, tiger tiger, has also been in the doldrums in the past two years.

In October 2014, tiger Heuer cut 46 management and production posts and placed 49 employees in partial unemployment to the end of 2014.

In August 2015, tiger Heuer closed the flagship store in Russell street, Hongkong's central shopping district. Jean-Claude Biver said at the time that the main flagship store in Hongkong was closed because of the high rental market and further deterioration in passenger traffic and sales.

Tiger Hoya tried to boost sales by cutting prices.

At the beginning of 2015, tiger's 8% price cut in Switzerland, China, the United States, the Caribbean, central and South America, and the price cut in the UK market were 7%, while the main Hongkong market cut the price by 13%.

Swatch group, the world's largest watch maker, showed its net profit (548 million Swiss francs) fell by 19.4% in the first half of fiscal year 2015 compared with the same period in 2014.