Month: April 2013

The Misunderstanding Of High-end Watch Brand Media Launch

Recently, the Fortune Quality Research Institute released China’s first professional report on the high-end watch market, the ‘China High-end Watch Report’, which analyzed the media launch behavior of high-end watch brands in China. There is a misunderstanding when confusing fashion media with high-end media.

   Fashion watch brands in high-end watches generally have larger investment budgets than independent watchmakers, and the three-dimensional and diversified delivery methods, especially outdoor media in airports and shopping malls, are often particularly affected by watch brands. Favor. Most high-end watches put about 39% of their budget in magazines, which is much higher than other brands such as apparel and luxury cars. However, when it comes to magazine media, there are often large misunderstandings when brands are launched, which confuses the concepts of fashion media and high-end media, and judges the readership of magazines insufficiently. Today, watch brands are increasingly targeting the mass media, targeting second- and third-tier cities, and targeting the rich media.

Analysis of the media distribution channels and quantity of watches
   Independent watchmakers of high-end watches are generally not very large, so except for individual brands, most of the media do n’t put much, but the budget of fashion watch brands is generally large. The former media is concentrated in high-end magazines, and then Its advertising is more three-dimensional and diverse, in addition to high-end magazines, more use of outdoor.

Analysis of high-end watch brand magazine advertising
   At present, high-end watches have been one of the magazine’s main advertising revenue sources, and high-end watches have also put 39% of their advertising budget on magazines. This proportion is much higher than other types of brands such as clothing and luxury cars. At present, magazines are mainly divided into three categories: popular magazines, fashion magazines and high-end magazines. Fashion magazines are currently the main channels for high-end watch media distribution. The main focus of high-end watch brands when launching fashion magazines is:

   Magazine brand watch brand The first factor to consider when advertising is the brand awareness of the magazine. Therefore, many magazines choose media such as newspapers and televisions. Outdoor advertising is the second most important medium for high-end watch brand promotion. 31% of the entire media budget. Especially outdoor media in airports and shopping malls are particularly favored by watch brands.

   Cooperate with large overseas brand media or spend a lot of money to carry out your own brand promotion, etc., so as to enhance your magazine brand and gain more advertisers.

   Magazine appearance and advertising environment High-end watch brands, like any other type of luxury goods, attach great importance to magazine appearance and advertising environment (especially related to content and design, and other matters related to advertising). This also caused many magazines to ignore the readability of the magazine while paying attention to the visual, and most of them became product brochures.

   Reader quality and circulation. High-end watches are luxury products. Consumers are generally successful people with a certain wealth. So watch brands generally pay attention to the quality of magazine readers, but high-end watch brands have to face the fact that The number of high-end magazine media that can really be distributed to high-end wealthy individuals is scarce and difficult to evaluate. There is a certain gap between the actual circulation of most magazines and the published circulation.

   The influence of magazines in second- and third-tier cities has undoubtedly become the most important market for all high-end watch brands. It is the market focus and nuggets virgin for many brands. Therefore, the actual influence of a magazine in second- and third-tier cities has become many brands. An important criterion for evaluating the value of a magazine. Many magazines also see this, and then they strive to expand their distribution capabilities in second and third tier cities. However, due to the lack of resources of teams and customers in the second and third tier cities as shown in Figure 4, the high-end watch evaluation of media and priorities, there are only a handful of real tier two and third tier cities.

Regarding magazine media, brands often make two mistakes when they launch:

   Fashion magazines are equal to high-end magazines The readership of fashion magazines is mainly for urban white-collar workers who are pursuing fashion and trends, not for wealthy people. Therefore, in the strict sense, fashion magazines are not high-end magazines, that is, their readers are not real luxury customers.

Analysis of media launch trends for high-end watches
   Popular Media Trends With the popularization of high-end watch consumption, many brands recognize that they have a wider customer base and need to do more brand communication for more people. Therefore, brands are increasingly putting budgets into the mass media in order to achieve two goals: one is to reach more consumers, and the other is to educate more potential consumers and young people.

   Budgets are shifting to second- and third-tier cities. More and more high-end watch brands recognize the huge contribution of second- and third-tier cities to sales and the huge potential in the future. Therefore, some forward-looking brands have already invested a large amount of advertising budget. Arrived in second and third tier cities and got more returns. However, the placement of luxury advertisements in second- and third-tier cities is still in its infancy and has some problems that need to be solved urgently.

1. Second and third tier cities lack media suitable for high-end watch launch

   High-end content does not mean that high-end magazines judge whether a magazine is a high-end magazine. The main criterion is its readership. At present, most magazines publicize that readers are wealthy people. In fact, it is impossible for their magazines to be distributed to wealthy people. The main means of evaluating whether a magazine media reader is a wealthy crowd is to use the media. The development of media in China’s second- and third-tier cities is far behind that of first-tier cities, especially high-end media represented by high-end magazines. Therefore, no place to place advertisements is the biggest obstacle for high-end watches and all luxury brands to enter second- and third-tier cities. Facing the embarrassment of either not launching or enduring with other brands of all kinds.

2. The existing high-end media in the first-tier cities cannot achieve effective distribution in the second-tier and third-tier cities.

   Generally speaking, foreign monks read the scriptures, especially in the field of luxury and fashion media. Consumers in second- and third-tier cities are actually more willing to believe in national media with international backgrounds and editing capabilities. However, these media are generally distributed in second- and third-tier cities. Rarely, and it is difficult for high-end consumers with real spending power to see it. The survey structure of the Institute of Wealth Quality shows that the proportion of millionaires who buy magazines at newsstands is only 3%. It can be seen that public distribution cannot solve the high-end interview ability and public relations activity ability, that is, whether they can interview a sufficient amount and quality of wealth. As an example, whether there is a sufficient number and quality of high-end activities targeted at wealthy people will directly reflect the magazine’s readership resources. The former can be achieved through brands, but the latter must have sufficient reader resources as a basis.

   Regal media trend is obvious. At present, the main advertising of high-end watches is still concentrated in fashion magazines and channel media. However, the readers of fashion magazines are young and their purchasing power is weak. Although many high-end watch brands have invested a lot in fashion magazines. Budget, but did not receive the expected return. Therefore, more high-end watch brands have begun to pay attention to the emerging print media such as Regal Media. Regarding reading habits and other reasons, Regal Media still uses Regal Magazine as its main expression. This type of media generally has good reader resources, and often uses a lot of public relations activities to maintain good and close communication with rich readers, and readers are more effective than other types of media.

What Watches Do The Protagonists Of Avengers Wear?

The final battle for Avengers 4 is finally released on April 24th. The box office that has been pre-sold in advance has exceeded 600 million. I believe that many iron powders have been up late this morning to watch. The story takes place after Destroyer destroys half of the universe’s creatures and re-creates the Avengers. The remaining heroes are forced to fight against the water and write the final chapter of the 22 Marvel movies. A few days ago we have pushed the article ‘Avengers’, which watch should be worn? 》, Many tablemates left a message in the background to consult other heroes’ watches. After watching a three-hour movie, what watches can the protagonists of The Avengers finally wear with their table friends? Although there are many heroes in the movie, at present we only find that Iron Man and War Machine wear watches. However, the wrist of War Machine did not give close-up shots, and the watch it wore did not have a clear degree of recognition, only the white plate was recognized, and the specific style could not be identified. Iron Man is wearing a UR-111C from the Swiss cutting-edge brand Urwerk and the domain. Not only the appearance of this brand, but also the design of the movement is very technological and futuristic. This UR-111C does not have a common dial and hands, but relies on a ‘drum’ to display the time. From left to right, three different drums represent hours, minutes, and seconds. In addition to being worn by Iron Man in the movie, its watchman Robert Downey Jr. is also used in daily life, so it should be bought by himself, not by the staff. Spiderman ‘Tom Holland’ wears G0A39111 of Piaget Altiplano series in his life. He wears this 910P watch for many appearances and feels very much. The origin of this watch is not small. It was released in 2017 and is ‘the thinnest automatic watch in the world’. The thickness of the entire watch is only 4.30 mm. Now referring to the earl, it is easy to think that his house sells jewellery, and the popularity of clocks is relatively low. But Piaget started out by making movements, which began as early as 1874. As for the movement, the smaller the thinner the more difficult it is to make, so in 1957, Piaget’s watch factory in La Côte-aux-Fées launched the famous 9P manual winding ultra-thin mechanical watch with a thickness of only 2 mm. Amazing! For a time, the count and Patek Philippe and Audemars Piguet were called ‘3P’. However, in the 1960s, Piaget was not limited to watchmaking, but bought several gold jewelry workshops in Geneva, and began to expand the scope of jewelry. In addition, the late quartz crisis suspended the progress of traditional mechanical watches, which led to Piaget. Watches are relatively well-known without the brand’s jewellery. Hulk Hulk is wearing a Frederique Constant Hybrid. The word Hybrid is often seen in hybrid cars. The name of this watch is because its movement is divided into two parts, one is a traditional machine, and the other is a modern smart chip. The Panther wore a Tag Heuer Carrera, and it felt that the style of gold was not particularly suitable for him, and the black was more beautiful in all gold. Dr. Strange wore a perpetual calendar from the Jaeger-LeCoultre series in this play. This watch had an important role in previous movies and gave many close-ups. It was originally sponsored by the Jaeger-LeCoultre brand, but it was later discovered that Dr. Kiwi’s actor ‘Makifuku’ is also used in daily life. In 1968, Jaeger-Lecoultre launched a diving watch called Memovox with this alarm clock, a signature timepiece of the brand, equipped with a patented triple wrist The bottom cover system optimizes the sound transmission effect under water. In 2018, the brand took the inspiration of Memovox’s design and released the new Jaeger-LeCoultre Beibei series, which is the current sportswear style of Jaeger-LeCoultre. Gulf Oil was founded in Texas, Texas, in May 1901, when they were working to advance the development of a modern refinery near Port Arthur. In the early 20th century, the quality of non-brand gasoline in the United States was unreliable. Gulf Oil has launched a stable and reliable standard gasoline, and uses an oil pump with an orange disc logo to promote the brand’s products. In the 1960s and early 1970s, Gulf Oil sponsored the John Wyer Automotive fleet. It was associated with the iconic light blue and orange color schemes on the Ford GT40 and Porsche 917, and was later copied by other Gulf sponsored racing teams. Even more remarkable is that in the 1971 film ‘Le Mans’, Steve McQueen wore Gulf Oil color matching clothes. At the same time, a Monaco from Heuer was also popular, and later TAG Heuer launched a Monaco model with Gulf Oil light blue + orange color to commemorate. Eagle Eye wears this Gulf version of Monaco in daily life. The watch worn by War Machine in the play is too vague to recognize the specific style, but it wears an Audemars Piguet Royal Oak 26120OR in daily life. In the late 1930s, two Portuguese merchants ordered watches from IWC, which was the source of the Portuguese collection. Until the early 1980s, IWC’s Portuguese collection produced only a few hundred watches. It was not until 1993 that it was the 125th anniversary of the brand that the “Portugal” series of IWC came back. This series of super big models worn by ‘American Hip’ is commonly known as ‘Portuguese meter’. A Tag Heuer Carrera worn by Thor, the main feature of this watch is its ceramic case, which is not easy to wear. The star is wearing Calibre De Cartier from Cartier. Rocky wore a Tissot Carson quartz watch, and when she knew the truth, her tears were about to fall out, only RMB 2,600. After looking around, I found that male heroes wear watches, but female heroes do not. Among boys, Iron Man is undoubtedly the ‘big cousin’. In addition to the aforementioned Urwerk and domain, he also has a lot of watches, such as De Bethune and Greubel Forsey …. These brands are very niche, most watch friends have not heard of. At the same time, inside and outside the movie, Iron Man is very rich, and watches are not cheap. On November 12, 2018, Stan Lee, the former head of Marvel Comics, finished his long and wonderful life at the age of 95. In 1941, the first work of Stan Lee’s life came out, the third in the ‘Captain America’ ​​series of comics. Beginning in November 1961, with the assistance of partner cartoonist Jack Kobe, he created ‘Fantastic Four’, ‘Spider-Man’, ‘Iron Man’, ‘Thunder Thor’, ‘Hulk’, ‘X-Men’, ‘Dr. Strange ‘Comic book characters such as’ Super Daring ‘. In 1972, Stan Lee became the publisher and chairman of Marvel Comics. And the man behind this Marvel is wearing a Rolex Date Just antique watch Ref.16014, which should be purchased when he was young. —END —

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