The price of cufflinks never dare not to spend huge amounts of money to build stores

Following the Office of the image specifically, since 2005, Tissot and boldly in Wangfujing, Beijing, Guangzhou Tianhe City, Wuhan Jianghan Road Walking Street, Causeway Bay, Hong Kong, four flagship store flagship store cost more than 500,000 yuan . Customers can see in the shop with the world, the latest and most complete Tissot products. Prior to this, the domestic watch industry, the price of cufflinks never dare not to spend huge amounts of money to build stores. Tissot has four offices in Beijing, Shanghai, Guangzhou, Shenzhen, it has established over 500 sales outlets in 110 major cities across the country. The survey shows that the four fashion capitals of the world as well as the Tokyo, Hong Kong has almost achieved one hundred billion dollars in terms of annual trade volume about the cufflinks.
 According to Yao Zhongwei, vice president of strategic vision, Tissot in the next few years will advance two strategic initiatives: First, rely on the existing channel network, continue to enter the second and third tier urban markets; in line cities continue to channel innovation and enhance the brand image in the five-star hotels, high-end places like Sanya and other special diving places and the establishment of a dive table image counter and continue to promote Tissot "civilians luxury" image. But there are less than 5% of per capita share of cufflinks of the Chinese men. Have a symbol of the identity of the Swiss cufflinks consumer psychological needs at a lower price, which is the Chinese consumer demand. The Tissot well around this demand, and do not want to pay big bucks to play TV ads, resorted to provoke to create "civilians luxury" image:
Image counter to the image of the hall, to establish a flagship store to the next in the five-star hotel, the image display the Tissot strategy is, and always work hard on the terminal, so that consumers into the store, feel Tissot civilians luxury "image. Tissot sales in the first half of 2006, another 50 percent growth over 2005 results, Tissot's brand strategy is still effective. From this point, we can see the market potential of the cufflinks is huge. At present, many manufacturers spending billions of dollars in television ads, while often overlooked in the consumer prone to impulsive buying channel on the terminal and work hard, do not do a good job in the terminal point of contact of the brand building. Tissot doing exactly the opposite, "R & D technology roadmap star channel image" endorsement portfolio, point of contact in the channel up and down the foot work, low-cost marketing has made miraculous.
"A fresh recruit, eat days." The last five years, Tissot backed by the Swatch Group brands and the concept of Swiss-made, and marketing channels, image display and celebrity endorsements Zheliang Zhao has been achieved very good results. However, when the watch industry have rallied together to emulate the homogenization enhanced Tissot continue to rely on in the channel to create a flagship store, the practice of shaping the image of "civilians luxury" ability to continue ahead of the competition, and consumer of all ages, but also need to undergo the test of time and market. In the next period, the consumption growth of Chinese gold cufflinks and jewelry market will mainly rely on the wedding, diamond consumption and overseas foreigners.
In 2005, Tissot Swiss headquarters discontinued 3 product line, ready to replace the old with three new series. But the night of a new series out of time than expected, so the middle of a gap, but just these three series is the best selling series. As a result a lot of pressure on the Tissot Chinese sales in 2005. Obviously, the Chinese consumers' tastes are different to European consumers, and the ever-changing. The three channels will pull the growth of the consumption of the mens cufflinks. Swiss watch manufacturers are accustomed to the obscurity technology culture, and Chinese consumers are accustomed to follow the business market speculation go culture, but also significantly different. Tissot Chinese how the Chinese market is different from the pressure of market competition in European markets, as well as consumer demand is different from the European market.