A Heated Discussion On The Positioning And Brand Value Of The National Table Market

< p > 2013 is very special for Chang Wei. In addition to the editor in chief of the Perfect Time chronograph, the director of Beijing collectors association and the clocks and watches culture scholars, he has another identity related to clocks: the founder of the watch brand "Chang CHANG".

At present, only a series of "regular" watches are launched on a high-end customized route. The price of each watch is no less than forty thousand yuan.

The newly released brand of the new national watch, which was published on Chang Wei's micro-blog, soon spread in the Chinese watch circle and triggered a heated discussion on the positioning and brand value of the national market.

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The patterns on the "P" watch dial are all Chinese themes, such as flower and bird landscape, classical characters, etc.

In the process, porcelain enamel painting technique with Chinese characteristics was adopted.

Besides the dial, the watchcase, the crown and the ear of the "Chang" watch are all designed with a circle, and the identification is very high.

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< p > "this is not a brand that belongs to me alone. China's independent a target=" _blank "href=" //www.sjfzxm.com/ "," designer /a "," watchmaker "and" craftsmen ", through my conventions, present together with Chinese culture the clocks and watches of Chinese culture and works.

This is a platform for the promotion of China's horological culture and the clocks and watches with the core of Chinese culture.

The new identity has brought a new perspective to Chang Wei, who attended the Shenzhen international watch and clock show.

After the exhibition, he accepted an exclusive interview with reporters.

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< p > how to become a successful brand, the following is Chang Wei's analysis.

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There are still several pieces worth finding out in the watches of the P tourbillon, but the problem is that in the mainstream level, the most direct reaction is that they have a high reputation, but they may not really want to buy them.

Having a product doesn't mean you have a product; having LOGO doesn't mean that you have a brand.

In the Chinese market, we are still in the stage of making products and doing LOGO, and whether you have a successful product, whether you have a successful brand, you still need to ask yourself.

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The reason why P is at this stage lies in the problems of domestic tables.

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< p > first is "quality".

After sale, quality problems of domestic watches emerge in an endless stream. Of course, it does not mean that Swiss brands do not have such problems, but the domestic brands are more prominent and even have some quality injuries.

(according to the reporter, the average daily error of Tourbillon watch is 20 seconds, which is obviously different from that of the Swiss Tourbillon.

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< p > second is "taste".

Many countries do not pay enough attention to detail and appearance design.

When it comes to OMEGA, you will think of constellation series. When it comes to Rolex, you will think of the oyster watch. But when you talk about Beijing or seagull, there seems to be no series or design details that will jump into your mind.

The grade of a table is reflected by the detail design.

If the product can not be embodied, consumers will think that I have paid for this domestic watch, but there is no distinction between LOGO and other domestic tables.

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< p > now enamel watch has a lot of characteristics in the domestic table, especially the Beijing table.

But this is just a process. If there are no other designs such as watchcase and strap, it is difficult to form a sense of serial.

The surface of the watch case, the polishing of the movement, and even the details of the time mark on the dial plate are rather rough.

In the case of high prices, it is difficult for consumers to persuade themselves to start.

It is not fine enough, not beautiful enough, and even feels that it will weaken the charm of this commodity.

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< p > third is character.

Character is actually the most profound problem.

Accumulation takes several aspects at the same time.

One is time, which is difficult to pcend, and how many years is it?

On the other hand, it is the brand's own DNA, which needs time to slowly polish.

But this is not just a matter of time, but also talent and money.

The brand's actions together support the brand's character.

This is the most missing domestic table.

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< p > look at western brands, each brand has its own values.

This value is gradually formed by its continuous guidance to consumers.

Domestic brands will not lead, it can only cater to the market.

The three point is the most obvious disadvantage of domestic brands, and the most competitive part of Swiss brands.

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After the introduction of "P", the biggest problem encountered is the external environment. The public does not understand the concept and value of the table very much.

They think that they are not worth the money, and even think they are worthless.

But we are not building valuable value with precious metals. Its value is mainly in creativity and values.

Whether it is Beijing, seagull or "Chang", there are many internal and external problems faced by China's national table.

But the key is to adhere to the persistence of output values.

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