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瑞士腕表瞄准中国年轻人 不需展示财富强调追求个性

2017-09-24 00:39:38   参考消息

参考消息网9月24日报道 美媒称,中国人正越来越倾向于在本土购物,众多瑞士腕表品牌正努力讨好中国年青一代买家。

据美国《纽约时报》网站9月20日报道,位于北京的传播机构凯络中国区的首席执行官侯静雯(Ellen Hou)说,这个国家的老一辈腕表买家没有那么懂行,也缺少品牌意识。

全球对瑞士和其他腕表的需求减少在香港尤为显著,去年7月,香港把瑞士腕表第一大市场的地位让给了美国。根据美国会计与咨询公司德勤在2016年9月发布的一份关于瑞士腕表产业的研究,瑞士腕表在2016年上半年对香港的出口量与2011年同期相比下降了33%。

尽管五个主要腕表市场——香港、美国、瑞士、中国内地和日本——在2016年都汇报了进口量的减少,但根据瑞士腕表业联合会近期的一份研究,中国内地腕表进口量的下降最为缓和,每年的下滑率为1.6%。该研究显示,受下半年9.1%的增长支撑,2016年中国内地的瑞士手表销售总额仅仅下降了3.3%。

“对进入中国内地的大多数品牌来说,生意在迅猛增长,达到了两位数,”真力时(Zenith Watches)首席执行官朱利安·托内尔说,“而世界其他地方的情况比较平稳。”

德勤的瑞士西部企业财务咨询主管朱尔斯·波德兰说,为了培育这种增长,瑞士腕表品牌明确需要与整个中国内地市场的年轻观众建立关系,适应他们正在变化的品位。他提到一些品牌正在通过热门的中国内地即时讯息应用微信做推广,并且邀请年轻的中国名人担任品牌大使。

凯络中国区的侯女士说,一些时尚公司对他们的腕表产品的市场推广采取了类似的方式。她指出,一个很好的例子是,路易威登(Louis Vuitton)近期宣布,27岁的歌手鹿晗——一名前男孩组合的明星——成为7月推出的智能腕表Tambour Horizon的品牌大使。

美媒称,专注内地南方市场的德勤分析员金斯·刘(Kings Lau)说,年轻一代的中国内地买家尤其对带有个性化设计特点的“轻奢”智能手表感兴趣。对年轻人来说,越来越重要的是,他们的手表能提供一种身份认同,而不是一种社会地位的标识。

德勤说,它将“轻奢”智能手表这一类别定义为从大约300美元(约合1977元人民币)起价。

真力时的托内尔说,与自己的父母相比,他们对钟表产品更有鉴赏力,品位与欧洲及美国的同龄人也越来越相似。“他们不需要展示自己的财富,”他说。“他们只是想买自己喜欢的东西。”

责任编辑:任冲 CN062
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