China watch market status
According to the survey, there are currently 3 watches per person in China. Watches are no longer simply used to see time, but are seen as works of art on the wrist. Therefore, the reason most consumers wear watches is to highlight personal taste and identity. In 2018, the import volume of Chinese watches was 30.18 million, and the import value was 2620.8 million US dollars, an increase of 19.3%. The watches exported to China mainly come from Switzerland, Japan, Thailand, Hong Kong and Singapore, among which Swiss watches account for the highest share. At present, the main consumer group of watches in China is the 90s.
Male consumers have the highest proportion of business-type watches, and female consumers have the highest proportion of casual fashion watches. When buying watches, men generally pay attention to brands, while women pay attention to style design. The unique style design is the primary factor to attract consumers to buy watches, followed by novel technology and functional design. In addition, the source of the brand and the historical and cultural factors can increase the interest of consumers to buy.
Self-breakthrough in the watch industry
Although the Chinese like to give watches as gifts, but because the time function of the watch is weakened and replaced by mobile phones, the decorative function is not comparable to all kinds of gorgeous jewelry, and its development has fallen into a bottleneck. However, the popularity of high-end consumption in China and the intelligent development of the industry have revived the watch market.
The watch industry has shown an intelligent development trend. Manufacturers are actively promoting the smart watch industry and developing new watches with functions such as mobile payment, health monitoring and smart calling. For example, Verily, a research organization of Google Alphabet, has launched a smart watch to monitor body-related signals in the fields of cardiovascular, heart rate, and inertial motion; Apple's R&D team is also stepping up to enhance the sensing capabilities of Apple Watch for monitoring the blood sugar level of the wearer. Products with technological elements are popular in China, and the intelligentization of watches not only represents the progress of the industry, but also promotes people's lifestyle changes.
Children's smart watches have had a big impact on many Chinese families. In addition to the normal time display function, the children's smart watch has the functions of GPS positioning, voice intercom, dangerous SOS alarm, etc., so that parents can determine the position and safety of the child at any time, which is favored by parents. At present, there are about 170 million children aged 5-12 in China, and the penetration rate of children's smart watches is about 30%, and the penetration rate will continue to increase in the future.
How foreign watches sell well in China
● Let your brand become a online celebrities
Although offline stores are the main channel for selling watches, the influence on the line should not be underestimated. Swedish watch brand Daniel Wellington is a hit with social marketing. Many stars and online celebrities share their own photos of DW on social media, so DW quickly became popular all over the world. Today DW has more than 4.6 million fans and has successfully sold 47 times in three years. Foreign watch brands can use Chinese social media to interact with fans well, and even let fans participate in the design process like DW.
● Learn to use scene marketing
DW links the brand with life elements such as travel, love, food, art, etc., providing consumers with multiple scene of application products, stimulating the desire to purchase, and increasing the connotation and value of the brand. In China, scene marketing is also very effective. The brand uses social media, mini program and H5 to create a scene for the user, which can interact with the user, allowing the user to have a good impression and desire for the brand in the game or interesting content.
Do you want to know how to interact with Chinese consumers? TOJAR, a professional digital marketing company with professional marketing planning and insight into the Chinese market, uses social media to help you promote your brand, harvest a large number of Chinese fans, and open up the Chinese market.