Volkswagen happy brand Swatch will always change

As the president of the Swatch Group in China, Chen Suzhen often travels to the Swiss headquarters. Her happiest thing is that she can always find many 50-60-year-old Europeans wearing Swatch brand watches on the plane. Ask them their reasons, the answer is often: Swatch this brand can bring them happiness, and they are willing to remain happy forever.

In fact, only 22-year-old Swatch, with a young heart, came to the fore after the extreme low tide of the Swiss watch, helping the group become the world's top watch group, and it is still short after entering China. In ten years, it has become one of the most popular brands among Chinese consumers. Its popularity is no less than the group's Omega, Rado, Longines, Tissot and Calvin Klein.

Talking about brand building, Chen Suzhen believes that quality is the foundation. Chen Suzhen wore a Swatch watch on his wrist. The price is more than 700 yuan. Chen Suzhen told reporters: “Our minimum is more than 300 yuan, but these watches are all made in Switzerland, the quality of a strict guarantee, because Swatch watch is not a luxury brand, but it is also a world-renowned brand, of course, there should be quality protection.”

If quality is the lifeblood of the Swatch brand, then innovation is its soul. In the 1970s, although the Swiss watch, which had hundreds of years of history, was still of good quality, it was defeated by the cheap Japanese quartz watch. For a time, even historic brands such as Omega and Rolex are in jeopardy. Nicolas Hayek, the founder of the Swatch Group, realized that time has changed: People are no longer content to have only a single Swiss watch in their lifetime, but want to have different experiences. The popular Swatch brand is born from this.

Nicholas Hayek believes that cheap fashion has become an irreversible international movement. He decided to pack Swatch into a unique global product: Using quartz movements and plastic straps, from the bracelet to the watch ring are all integrated design, strange shape, design ingenuity, special name, high profile image. Since then, the development direction of the Swatch brand has always maintained a low price, high quality and many changes, and encourages repeated purchases, guiding people to see it as a fashion accessory.

Chen Suzhen introduced that the Swatch brand watches always introduce many new styles throughout the year, aiming at different seasons, different costumes, different festivals, and even everything that is currently happening, such as every festival in the year, lover Day, Mother's Day, Halloween, Christmas, 100th Anniversary of the birth of the movie, 100th anniversary of the Olympics, etc. "This is why some Swatch collectors can own hundreds of Swatch watches."

It is this idea that has been injected into the watch that has made Swatch popular among consumers aged 8 to 80 years old. As mentioned at the beginning, some consumers liked Swatch from the age of 30. After more than 20 years, they still did not change their minds. Some Swatch fans even have to build their favorite pool. Swatch watch form. Hong Kong has a Swatch dealer who has been working on this brand for more than 20 years. He said: "For so many years, my biggest gain is to earn a young heart because I see new things every day."

"It will never change, it will change constantly." It seems that it has become the essence of the Swatch brand. Chen Suzhen said: “Every time we choose to store and decorate, we must reflect happiness, youth and innovation. All kinds of marketing activities must match the brand's connotation, and even every employee must reflect happiness from the attitude to the behavior. Now, every marketing and promotional event including a press conference has caused us to rack our brains and ask for a difference each time.” Fashion brands are fast and need to sell fresh goods. When Swatch sponsors the Olympics, beach volleyball, and skiing to the Beijing Marathon, Swatch’s brand positioning must be reflected. Like Swatch in order to fully demonstrate the concept of fashion in the spring and summer of 2005, the nation’s first flagship store on Huaihai Road in Shanghai was re-appeared under the theme of Amazon Sunrise. The second floor of the store, which was converted into the Amazon Valley in South America, allows consumers to feel like they are in the jungle in the city and fully experience the natural beauty of the latest spring-summer fashion elements, animal hides and rainforests.

The group that Swatch is affiliated with has 18 brands. In addition to Volkswagen's Swatch brand, it also owns luxury brands such as Breguet, which has a price tag of up to 1.9 million euros, so the group needs to ensure that each brand communicates differently. Information to avoid interference and competition. For example, the Group has never actively promoted that these brands all originate from the same company, but highlights the different personalities of different brands. For example, Omega represents a noble and luxurious choice of a successful person or celebrity, and Rado is a symbol of high technology. So there is a "radar" that never wears, a noble style "Omega", an elegant and light "Longines" and a neutral cool "CK". In the choice of the store, luxury watches are generally selected in the Swiss watch shop, and customers will not be seen in the Swatch brand fashion store.

In Chen Suzhen’s eyes, compared with other markets, the Chinese market places more emphasis on speed, because Chinese people are more likely to accept new things, and this is Swatch’s opportunity. “This requires us to be more innovative in brand management.” Now that Swatch is constantly introducing new products in China, there will be differences in the choice of stores and marketing activities. Different cities will have new activities. Chen Suzhen believes that although the competition in China's popularized watch market is fierce, she believes that Swatch will certainly have a greater market share with a strong brand effect. At present, the Group adheres to a globally uniform pricing strategy and insists on hiring local employees in order to better promote the brand with employees who are most knowledgeable about the local market and have Swatch's innovative and happy genes.