On October 30th (Sunday) in Washington, American rider Lauren Hough at the ‘International Equestrian Race’ in the ‘Longines FEI World CupTM Jumping North American League’ Horse Show).

   LauraKraut, also from the United States, won the runner-up with ‘Confu’, while American rider KentFarrington, who ranked third in the ‘Longines Ranking’, took third place with ‘Creedance’.

   Longines is the title partner, official timekeeper and designated watch of the ‘Longines FIFA World Cup Obstacle North America League’.

Inhorgenta Munich The international watch, jewellery, silverware and processing equipment fair-is the largest exhibition in the German watch and jewellery industry-exhibitors showed strong interest in the 2013 exhibition. The 40th exhibition will be held this year. At present, 873 exhibitors have confirmed their participation, an increase of more than 17% from 2012. This means that 30,847 square meters of booth space has been booked 210 days before the show opens.
 ‘We are very satisfied with the initial positive response from exhibitors and booking data,’ emphasizes Renate Wittgenstein, product manager at Inhorgenta Munich. ‘Exhibition booking data for 2013 shows that we are on the right track for new concepts.’ Based on this Initial data, Inhorgenta Munich expects more exhibitors, especially in the lifestyle area. Many new exhibitors from different market segments will present their product range to international audiences from trade, abroad, especially Italy.
In addition to the new high-quality exhibition hall, structural adjustments will also be made to the trade sector. ‘Hall B1-The High Jewellery Showcase-just like Hall C2 of the Designer Showcase, is a new concept.’ Renate Wittgenstein explains, ‘The increasing importance of lifestyle themes has also inspired us to contribute to the development of the industry. Pavilion concept. It is not difficult to find that trend advocates and existing lifestyle brands will have their own platforms. In short, Inhorgenta Munich’s positioning is a guide to new fashion trends, and I believe that with the repositioning of this concept , We will provide the perfect business atmosphere for our exhibitors. ‘

In the current luxury market, some brands are facing the same challenges. Too many stores, products everywhere, weak sales, and fleeing customers all point to a decline in brand value. One was once the world’s top brand, and the other was the ‘Emperor’s Jeweler’, both of which have made the world look forward to. People have been proud to get a piece of the brand. Now, while more people own the works of these brands, some people are starting to abandon these brands. It seems that overnight they have become the representatives of some people who follow the trend and even vulgarity, which is worth reflecting on.

How to balance the commercialization of luxury brands: learning from Patek Philippe (1)

From luxury goods to luxury goods

如何 How did all this happen? Let’s take a look at the number of stores they opened over the years. According to the “Top 10 International Luxury Brands in China Top 10” in the “2012 China Luxury Report” released by Fortune Quality, Cartier’s store count in China reached 224 Home, ranked first. The number of LV also reached 50. As consumers buy more and more, its attributes begin to change from luxury goods to luxury goods. It is this difference that makes the brand a natural difference. The root cause is the result of maximizing profits. The essence of business is profit-seeking. From the day they are acquired, these brands may be destined to become a tool for making money, and making more money has become the main goal.

Pursuit of profit is not a derogatory term. The world has become prosperous because of commercialization, but as a special product such as luxury, how to handle and balance its commercialization is particularly important. This is indeed a technical task. Obviously, as a luxury brand, some people are smashed, and others are both fame and fortune.

Master of Balance——Paida Philippe

所以 The reason why Patek Philippe can continue to maintain the brand’s advantage and height is directly related to Patek Philippe’s ability to balance. Even more commendable is that Patek Philippe has precise control in many aspects.

Balance in production: After Thierry Stern took over as the fourth generation of Patek Philippe at the end of 2008, he made important decisions at many conveniences, one of which was to increase production. The increase in output mentioned here is modest, and according to Thierry Stern ‘it is an increase in output without affecting quality’. This is understandable, of course, but in fact he hasn’t said a thing yet, that is to increase output without causing product flooding and reducing brand value. This is a question of controlling the ratio of production capacity and demand. Patek Philippe generally controls the ratio of production capacity and demand between 1: 1.2 and 1.5. Under the current circumstances, Patek Philippe’s increase in output each time is within 2%.

Corresponding to this, more brands are unrestrained. They used to be proud of the large number of stores, and all focused on sinking channels. As long as there is demand, they will not let go of every opportunity to make money, and they will not miss every profitable market. In the end, they finally have a common harvest: the popularity of the brand.

Balance in the international market share: Although in the years after Thierry Stern took over, the Chinese watch market has once flourished, and many brands have made great strides. Thierry Stern wants to balance Europe, Asia, the United States, and the Middle East. Data for 12 years is that in Patek Philippe’s global market, Europe accounts for 40%, while Asian sales including China and Japan account for 33% of global sales, and then the US market accounts for 17%. The reason for controlling this proportion is because Thierry Stern’s responsibility to the family business is unwilling to let the brand take too much risk in the market.

According to data reported by the media, at the beginning of 2012, LV China’s sales accounted for nearly 40% of the world’s sales, exceeding the 19% share of Europe and 23% of the United States. Cartier’s situation is similar.

The balance between sales and after-sales: In the past two months, the media has continuously reported on after-sales service issues for luxury brands. There are service issues and channel issues. However, no matter what level of the problem, it reflects one point, that is, the problem of not paying attention to consumers in the process of chasing profits. Thierry Stern once said directly that ‘the service center actually exists as a cost center, so many brands do not take this service very seriously, but Patek Philippe will unswervingly invest in this area.’ ‘This is for Patek Philippe It’s very important. Buying a Patek Philippe costs a lot of money. If you agree to pay so much, then we need to help you out when you have a problem. ‘

Patek Philippe said to its customers in China that in order to better serve Chinese guests, in September this year, Patek Philippe’s Shanghai Talent Center officially opened, laying a solid foundation for service guarantee.

We know that Patek Philippe is far from the brand with the highest sales revenue and the most profitable brand in China. However, the efforts made in after-sales make us feel his sincerity.

平衡 Balance in product development: Patek Philippe is very careful about product design, and even the change of dial color will be well thought out. When Thierry Stern introduced the grey plate, it was a long process of discussion in the family, and finally realized under the persuasion of Thierry Stern. The reason why Patek Philippe does this is to maintain a unified and independent brand style for the world, but at the same time, it will also strive to innovate and progress.

In this regard, many brand practices are completely market-oriented. The Chinese market is good, and all the watches they like are made by the Chinese market. The Indian market is good, so I started to make watches that the Indian market likes; if the original styles can’t achieve results, they start to develop concepts, and they are eye-catching in style, which are all impetuous performances.

The direction of family business management is controlled by Linlin, which is used by Patek Philippe. It is precisely these differences that lead to differences in different results under the same market and under the same conditions.

The Chinese market is a rapidly changing market, and Chinese consumers’ consumption concepts are also constantly improving. Don’t focus on consumers, only for profit, always think that Chinese people are stupid people with more money. In the end, they will find themselves a real fool.

The Pearl Tuo movement is named for its exquisite and exquisite size. The Pearl Tuo is as small as a pearl in the movement. It rotates automatically and does not block the delicate beauty of the other parts of the movement. . Due to the small size of the pearl tourbillon, the pearl tourbillon movement often means an ultra-thin movement. Its charm lies not only in the back, but also in the slimmer watch size. With the increasing popularity of large-diameter watches, the Pearl Turbine movement watch has gradually become a niche choice. Today, the editor of the watch house will introduce three Pearl Turbine movement watches.
Parmigiani Tonda PFC267-1000300-HA1441

Domestic public price: 145,000 RMB
Watch diameter: 39 mm
Watch thickness: 7.8 mm
Movement type: automatic machinery
Case material: 18K rose gold
Water resistance: 30 meters
Details of the watch: The 1950 watch presents a classic and elegant style. The rose gold case and the time mark are matched with the ink frosted dial. In addition to the hour and minute hands with a luminous coating, the dial has a small seconds at 6 o’clock. Low-key and simple yet easy to read. The watch is equipped with an ultra-thin movement with a thickness of only 2.6 mm. The platinum 950 pearl tourbillon powers this self-winding movement, which can work continuously for 42 hours. Through the sapphire transparent bottom cover, you can see the nickel-silver main plywood that has been sandblasted, ball-shaped, and rhodium-plated, sandblasted, frosted, hand-chamfered, and Geneva-rippled. Textured and gold-plated gears. This watch with Hermès black alligator strap and pin buckle combines comfort with ultra-thin size, delicate and smooth lines and minimalist aesthetic design.
Piaget Altiplano G0A38131 watch

Domestic public price: 178,000 RMB
Watch diameter: 40 mm
Watch thickness: 6.36 mm
Movement type: automatic machinery
Case material: 18K rose gold
Water resistance: 30 meters
Watch details: The Altiplano watch is also a simple and stylish watch. The rose gold round case is equipped with a silver-plated dial. The black Patton hour marker on the silver-white dial carries the minimalism to the end. It is set at 4:30. Small seconds, calendar display window at 9 o’clock. The watch is equipped with a 1205P self-winding movement, which provides a 44-hour power reserve. Under the sapphire crystal case back, the charm of the details of the movement is fully displayed: the pearl turquoise made of rose gold is engraved with the Piaget family crest, the bridge is chamfered, the gear set is decorated with solar radiation, blue steel screws … The ultimate craftsmanship of the movement. The thickness of the movement of 3 mm and the thickness of the watch of 6.36 mm make this watch’s double thinness, and the sophisticated movement can run freely in such a small space, and it is not inferior.
Patek Philippe Complication Chronograph 5230R-001

Watch diameter: 38.5 mm
Movement type: automatic machinery
Case material: 18K rose gold
Water resistance: 30 meters
Watch details: patek / 44179 /
Watch Reviews: Patek Philippe is also one of the brands that love the Pearl Tuo movement. This watch equipped with the Pearl Tuo movement is a world time watch. The outer ring of the dial is equipped with 24 hours and day and night displays in 24 time zones. Anthracite lacquered dial with hand-engraved patterns is set with gold three-dimensional hour markers and hour and minute hands of the same material. The watch is equipped with a 240HU self-winding movement that provides a power reserve of at least 48 hours. The powered pearl tourbillon is made of 22K gold and the pendant is engraved with the Patek Philippe classic logo. The sapphire crystal transparent cover does not hide the refined beauty of Geneva polishing and chamfering. With a diameter of 38.5 mm, this watch is medium in size and can be worn by both men and women. It is paired with a hand-stitched square scale crocodile leather strap to set off the charm of a timepiece with complex functions.
Summary: Pearl Tuo is not only named for its small size, but also because the material of Pearl Tuo is often more precious. Although the current pursuit of Pearl Tuo and the public is getting farther and farther, it is this small and precious part that makes the watch thin and the beauty of the precision movement.