(1) Despite the recent market is still good, the development prospects of the luxury market is all over gloom. For this industry can maintain the 2010 and 2011 when the excellent growth rate, the market doubts sound more and more. Europe is the second largest market in Richemont, and is now on the brink of Cartier love bracelet replica recession. There is also concern about the slowdown in China’s largest consumer area, the largest market in the Asia-Pacific region.
- STP strategy analysis
STP strategy analysis (Segmentation, Targeting, and Positioning) was originally used for product marketing activities, and later expanded to include the luxury goods industry, including many areas. STP Wei strategy is the luxury company’s overall marketing activities, an important part of the customer is like the luxury goods company provides special positioning. Luxury goods companies have also experienced the dissemination of positioning, product positioning, and then to the combination of marketing elements positioning process. For many luxury companies that do not have a differentiated strategy, the simple conceptualization of positioning is an important reason
one. Therefore, the luxury companies need to address the choice of positioning and how to achieve the positioning of the problem. Luxury market positioning strategy is very important, the market is unclear or lack of viability will make luxury Fake Cartier love bracelet store business into chaos, thus affecting its market performance. STP procedures include market segmentation, target market identification, and targeting.
1, market segmentation
According to Ernst & Young’s recently released “Women’s Consumerism in China” report, it is expected that by 2015, the purchasing power of independent or married young women will increase from $ 180 billion in 2005 to $ 260 billion. Chinese women consumers have become a consumer group can not be ignored. Women have a strong voice in terms of consumption, and 78% of married women are responsible for making decisions about household expenses and buying clothing. In the purchase of houses, cars and other commodities, 23% of married women said they can make an independent purchase decision. The remaining 77% of women will discuss with their spouses to make a decision, but their personal preferences will still have a significant impact on the final decision.
For Cartier jewelry, watch luxury brand, its core consumer groups are women. however,
Women’s business is not always so good to do, before they are price-oriented, and now more eager to cost-effective balance, the requirements of the manufacturers more stringent.
2, the target market to determine
“Cartier is one of the earlier luxury brands in the second-tier cities, we pay great attention to second-tier and third-tier markets, these places is not easy to develop, in the channel construction, brand education, etc. always need additional investment, but all hard Are worth it because the potential of these markets is immeasurable. ”
Market sinking, the brand’s tentacles into the second and third tier cities is one of Cartier’s strategic focus today.
3, market positioning
As the top jewelry brand, Cartier into China at the beginning, to take a different brand strategy. Cartier’s communication activities, always adhere to the concept of integrated marketing communication. All marketing communication activities must be around the “jeweler’s emperor, the emperor’s jeweler” theme appeal to carry out, and product positioning highly consistent. And then around the different Cartier love ring replica platforms to promote the operation of the brand.
Fifth, marketing strategy
1, product strategy
Design and innovation is Cartier centuries-old soul, is the brand continue to be concerned about the reasons for the world, but also Cartier brand image of the magic of timeless.
(1) inspiration: travel from the world
Cartier’s strength is to retain the essence of contemporary tradition, through simple and neat lines, add a modern style. From the 20th century, Cartier from Egypt, Persia, the Far East and Russia, some of the style into a more geometric and abstract design. In 1906, they began to use the rich colors and some new materials, such as onyx, coral, etc. to the design, and the formation of a new style. This style in 1925 held in Paris, the international exhibition of modern decoration and arts and crafts, was known as “Art Deco” (ArtDeco) name, and from the world famous.
(2) design: gather talent can be
Cartier gathered a group of talented designers, which is undoubtedly the best Dusu. In the “decorative arts” later, she let the puma become a popular commodity, called Cartier trademark. She has always been willing to try new ideas, under her leadership, Cartier successfully launched a series of inventions in the field of modern jewelry accessories cut a striking figure. In 1942, Cartier’s designers in Paris Vancouver Park, the zoo to find inspiration. During this period, Cartier in the original puma, zebra and tortoiseshell and other decorative elements, adding more plants and Asian culture theme, such as dragon and fire beast used to decorate the clock, brooches and pendants, then cited the Germanic and Symbolic Elements in Far East ‘s Mythology.
(3) innovation: the treasures of art
In innovation, Cartier often to the world shocked. Cartier has been designed for the Queen Elizabeth of Belgium to the royal laurel as the theme of the scroll of the crown, for the Indian national gods Singh jazz making the famous “dream jewelry” necklace. In addition, for Cartier, “story” is also an important product appeal method. Whether it is Cartier’s first animal modeling “cheetah” brooch behind the Duke of Windsor love story, or to commemorate the “war” tanks designed and designed “Tank watch Replica Cartier jewelry series”, Cartier each product has a Own beautiful story. And the French famous poet Jean Cocteau (JeanCocteau) related to the three-ring ring and in the promises affectionate “because of love, choose a life, a moment, choose to forgive, pay, accept, choose to wait” love series, More Cartier won the most extensive fans.