The 27th Geneva International Haute Horlogerie and Salon (SIHH) was held in Geneva from January 16 to January 20, 2017. As one of the most anticipated exhibitions for watch professionals and enthusiasts around the world, the Geneva Watch & Clock Fair has always been known for its high-profile exhibitions.
Watch Fair in Geneva not only brought together the world's most important heavyweight watch brands such as Lange, Audemars Piguet, Chi Labe, Piaget, Vacheron Constantin, etc., all exhibitors will be the show to release the latest works of his New Year works and tabulation Technology, then the new watch section after another in the world one after another. At the same time, the exhibition of the requirements of the participants is also very strict, all invited to participate in the people who are subject to rigorous screening and invitation must be admission, this year's show organizers for the first time on the 20th open to the public ticket, more and more More people who love watches can also be involved. However, opening up to the general public does not mean reducing the high style of the show. The Geneva Watch & Clock Fair is still the weathervane for the watch industry to understand the brand's latest watches, the latest technology and the industry's latest technology.
During the interview, we met with BRANDX, the leader in the domestic creative marketing industry. As one of the top exhibitors in the high-end Watch brand of creative marketing company, not only in the field of excellence in the field of marketing, but also in the high-end watch industry is also well-known, its services to high-end watch brands include Hermes, Vacheron Constantin, Lange, Glashütte and so on, from its planning implementation Brand activities in the industry have a tremendous response, such as in 2016 for the Vacheron Constantin planning vertical and horizontal dinner, has become one of the most talked about in the industry. 
In the Vacheron Constantin Castellan dinner site layout display area
As a regular visitor to the Geneva Watch Fair, how does Zhongjia think this SIHH watch fair? As a creative marketing company that has been serving high-end watch brands over the years, how are they looking at market trends and outlooks in the watch industry? Today, Wan Watch World interviewed you at the Geneva Watch Fair on the occasion of Ms. 侴 Jiaxuan, Marketing Director of Beijing Zhongjia Space Display Design Co., Ltd. 
Beijing Jia Space Display Design Co., Ltd. Marketing Director Miss Jia Jiaxuan
Jia Xuan, graduated from the Chinese Academy of Social Sciences journalism and communication major with 12 years of experience and experience in the luxury goods industry, is currently the head of the luxury goods business and overseas markets of Zhongjia Group. He has served as a well-known international brand for Vacheron Constantin, Lange, Hermes, Gucci, Armani, Earl, TAG Heuer, Lancome and Tissot. It has a clear and profound understanding of the luxury goods market and consumer insights.
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The following is the interview
World Watch, hereinafter referred to as WW
侴 Ms. Jia Xuan, Marketing Director of Beijing Zhongjia Space Design Co., Ltd.
WW: At this year's Geneva Watch Fair, many of the high-end watch brands in service at Zhongjia are participating, and this is unique in China. As a frequent visitor to Geneva's invited guests, you can share with us some of our experiences on this exhibition ?
侴: This year, on behalf of Zhongjia, I participated in the Geneva Watch Fair for the fifth time. Zhongjia has always been an invited guest of the Geneva Watch Fair. As the high-end wristwatch exhibition in the industry, there are always some new ideas in Geneva every year. Among them, the most significant is that more and more scientific and technological elements are applied to the exhibition, for example, the new technology of holographic projection is used at the IWC booth to present the watch. And at this year's Geneva watch show, Vacheron Constantin and other brands also use this technology to present the product to the audience. We also help some of these brands in the domestic science and technology to do the same show, and achieved very good results. Compared to the static display of traditional watch retail stores, we can see here that each brand's exhibitor area presents a more intuitive and dazzling effect through the presentation of dynamic effects, so as to better enable users to understand product attributes. In addition, in addition to the display of new technology products, the Geneva show, the major brands have also launched 2017 new products, a few days to visit, be able to preview for the brand to the market, the future of some understanding and judgment. In addition, more and more brands will launch products designed for the Chinese market, which represent their emphasis on the Chinese market.
2017 Geneva Watch Vacheron Constantin brand display area
WW: Experienced watch media people said: "Appreciation of high-end watches should focus on the appreciation of their outstanding works, from its superb craftsmanship and products to appreciate, should not preclude its use of fancy dazzling way to interfere with it." You are right How do you see the response? Use of new technology products show, there is no contradiction between the true presentation of high-end watches?
侴: This is a very intriguing question. In the field of watches, a considerable part of the media people, watch friends on the degree of love of the watch is very high, they are very familiar with the watch technology, so when you see a watch quickly and clearly identify its design, process characteristics. However, for most consumers, it is difficult for them to understand the characteristics of the brand's craftsmanship when they simply view the appearance of the product. For example, the same is to visit the Louvre Museum, enjoy the famous painting "Mona Lisa smile", some people who have done their homework can be well understood, but most people need detailed display and explain the site to better understand. Similarly, the same is true in the watch industry, we will use the new technology to display the brand, through the use of VR, holographic projection, H5 and other new technologies, the product of the production process, movement and other features vividly and clearly displayed in the user In front of, allowing users to more easily understand the characteristics of the product. Technology is the icing on the cake, is to make the brand better and more perfect presentation to potential consumers.
WW: In the past year 2016, judging from the overall market data, last year's luxury goods industry, especially the consumption of high-end watches continued to decline, which is the fourth consecutive year of decline. What is your opinion on this point? Is not the luxury goods industry or the watch industry has reached a bottleneck, do you think the future will break it?
侴: In the past year, affected by the global economy, policies, exchange rate and other aspects, the market consumption data of the luxury goods industry declined to a certain extent. These are all uncontrollable factors for branded retailers. Controlled by adopting an effective marketing approach and adopting a better user experience, the core value of the product is more clearly defined for the user. As far as I know, many brands are now looking for ways to break through, including better interaction with consumers and docking, using innovative forms of marketing, so that guests understand the core technology products, features where. Today in the pursuit of personalized consumer era, really make the product impress users into the user's heart, we must allow customers to agree that this product is matched with his / her temperament. With the consumer awareness of the higher consumption, which requires more attractive brand promotion methods, not just by a single brand promotion.
WW: From luxury consumption data, one third of global luxury goods are bought by Chinese and most of the buying takes place abroad, a phenomenon mainly caused by the huge price difference at home and abroad. Since last year, in order to protect the local market, many brands have lowered the prices in the mainland China market in an attempt to narrow the price gap. This move has been somewhat successful. Then you think, in addition to the hard way such as price cuts, the recovery of the mainland market, the luxury goods industry, what moves can be used?
侴: From the appearance point of view, it is really because of the price difference that many Chinese people go overseas to buy luxury goods. In fact, the deeper reason that we see in the industry lies in the fact that some of the inherent needs of the Chinese people are not well satisfied and released in the domestic market. For example, some brands have very good craftsmanship, culture and design. However, some domestic terminal stores do not show the characteristics of the brand well and eventually lead consumers to feel the sincerity and connotation of these brands. However, Just see the price difference at home and abroad. As more and more brands are aware of this problem, they have done many positive and effective attempts, for example, using more fun and technology to increase the rate of guests into the store. And, after the guests into the store, so that guests have more special experience, such as connecting foreign watchmakers to communicate the scene through the new technology to fully display the movement characteristics of the product and so on. Break through the static marketing of traditional retail stores with more unique customer interactions. Through the Internet big data and new technology cable online and offline, to meet the needs of guests to maximize the upgrade experience for guests.
WW: Domestic watch buying usually takes place in the middle class and middle-end brands while the consumption of low-end and high-end brands continues to fall. How do these two types of brands make a breakthrough?
侴: Zhongjia service brand covers different areas and levels, for different customers, we use different service experience, customized solutions for customers. Such as Tissot, IWC, Vacheron Constantin brand, its customer needs and activities presented content, certainly not the same. What we have to do is to give different brands customized solutions. For example, some advanced customization brands, we will tend to build one-on-one exchange environment on the scene, to provide high-definition customer-friendly service. For example, some relatively popular brands, we will design the public interaction activities based on the characteristics of the brand, such as Tissot, which is the CBA brand sponsor, then when we do the program, we will integrate the characteristics of the brand, We will design a basketball court at the scene, let the guests play basketball at the scene, through this process to see the watch to communicate with him and contact. For the physical store, in addition to a correct understanding of the characteristics of the brand content, should be more in the store to increase with the guests live experience. For us, we will provide customized services to service brands based on the characteristics of the customers in the market and different categories.
WW: By the end of 2016, the State Council issued a document to promote the innovation and transformation of physical retail. Jack Ma also proposed the concept of "new retail," identifying who will be able to provide a "new retail" solution that combines online and offline, and who will become the market leader. How do you think about this?
侴: This policy document issued by the State Council is a very good news. Simply online or offline, it is difficult to show the full range of retailers to provide customers with services and brand content. Should be online big data as a support to analyze the customer's buying preferences; and offline stores to use more ways to increase the limited communication of guests, especially for the present after 80, 90 customers even more need Use some new technology ways to attract their attention, and, using new technologies combined by social software for follow-up follow-up exchange. In general, I think the new retail should be some expression in these areas.
2017 Geneva Watch Fair brand display area
WW: We learned that Zhongjia spent tens of millions of dollars in the country to create their own R & D center, why so much emphasis on scientific research?
侴: Zhongjia's research center serves Zhongjia's overall strategy. An important direction of our strategy now is to construct an innovative transformation of physical retail. The landing of scientific research, the means of realization, and the creation of practical benefits for our guests are our most important considerations. To this end, we have done a lot of preparations for the deployment, including the expansion of the factory, in addition to the original manufacturing, export, production part, we also added more research landing; the other hand, we added a research department, this department is for retail Innovation and transformation to support. These adjustments are based on commercial, retail restructuring arrangements.
Since we completed our strategic deployment in 2016, more and more domestic and international high-end brands as well as cross-sector companies have taken the initiative to find us to serve them. On the one hand, due to changes in the market, new breakthroughs should be made in the original form of marketing. On the other hand, we should pay more attention to the experience of our company and the trust and expectation of our cooperation. Zhongjia has been uphold: you must own the core products and technologies. Therefore, we provide all aspects of service are all done on their own, rather than outsourcing, which will provide customers with more flexible and more effective service.
WW: I noticed that Zhong Jia defined himself as "creative marketing". How do you describe the concept? In the service of high-end watch customers, but also how to practice this concept?
侴: We refer to the concept of "creative marketing" as distinct from "creative marketing." Creative marketing we are not too unfamiliar, as Marketing contains the content, in general, is to use ideas to reflect the needs of the entire market. However, many companies are not 100% to achieve the creative, the most crucial factor here is the "implementation", for example, you have a very good idea, but if you do not have the full implementation of the brand activity in the process, or Is the terminal retail display, there will be many unexpected situations.
The "creative marketing" of Zhongjia emphasizes that after rigorous planning and strategic thinking, the creative execution will be carried out to the final perfect presentation so as to establish consumer's cognition and connection with the brand. We configure our own executive team, the entire program is done by ourselves, by our own grasp of the overall effect. In order to realize the implementation of the service plan, the actual reduction of the final plan is very high. In August 2016, during the cooperation with Vacheron Constantin, we provided the service plan to impress the brand retailers through the early communication in Switzerland, Hong Kong and China. After that, through the integration of various departments of the company, we started from the creative, design, Production, operations, technology and other aspects of the show, to bring a very shocking service brand activity results.
In Jia profile
BRANDX, founded in 1998, is a leader in the creative marketing industry in the PRC. With its superior planning and execution capabilities, efficient corporate operation and service mechanism, and resource distribution throughout the world, BRANDX is a global brand Customers with road shows, stores, activities, advertising and other creative marketing solutions, won the recognition of many international brands.
This article originates from the world of million watches, reproduced need to indicate the source.
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