Swiss Watch Has Fallen Into A Quagmire With Overall Decline Of 10%

The Swiss watch, which has been caught in the cold winter in China at the end of last year, has fallen into the mire since the end of last year. In the category of declining performance, more than 200 thousand yuan of high-end watches bear the brunt of the P.

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Less than p ago, the Swiss watch industry federation released data that in the first quarter of 2013, Swiss watches exported to mainland China decreased by 26% compared to the same period last year, which was 27.5% in September last year and 12.3% in October.

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< p >, what kind of customers are they losing to high-end Swiss watches? What kind of consumer psychological changes are there behind them? < /p >

< p > < strong > Swiss watch industry performance decreased by 10%, agents increased Japanese brand < /strong > < /p >

During the "P", "May 1" period, there was also the appearance of "famous watches" in the dazzling promotional products. A shopping mall in Hangzhou took advantage of the small holiday to run a "private entertainment fair". Among them, Rolex, OMEGA, Tissot, Longines and other big names, the discount strength was as low as 50 percent off.

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< p > "mainly considering the need for many customers to buy and replace watches in the second half of the year."

Agent Xinyu clock Group Co., Ltd., the relevant responsible person said.

It is reported that most of the products in the private entertainment list are mainly mid-range watches. The number of high-end watches, such as Jaeger Le Coulter, accounts for only 40% of the total. This proportion has narrowed compared with last year.

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< p > the "reduction" of high-end watches also reflects their sales in Hangzhou.

"There are few customers who buy watches more than 200 thousand yuan. From the sales situation in April, many brands have lost 7% to 10% of their performance."

A person in charge of a shopping mall in Hangzhou said.

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In addition to the P, there are also watches agents seeking more brand names. A former watchmaker with two Swiss brands has now added the Japanese brand's watch agency business to expand sales.

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< p > according to the data released by the Swiss Federation of watch and clock industries, the export volume of watches in Switzerland in the first quarter of 2013 decreased by 26% compared with the same period last year, to 323 million Swiss francs (343 million US dollars). Swiss watch exports in Hongkong decreased by 9% compared to the same period last year, to 910 million Swiss francs.

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< p > < strong > for high-end customers, display products are gradually returning to real products. < /strong > /p >

< p >, what kind of customers are they losing for high-end Swiss watches? What kind of consumer psychology do they contain behind them? < /p >

< p > "I have to say that many of the high-end watches in the country more than 200 thousand yuan are used as gifts, and this year's central ban has led to a decline in sales of high-end watches." insiders said, "and the influence of the economic environment has made some customers with purchase demand choose overseas consumption."

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< p > according to Reuters, about two to 30% of jewelry and list sales in China are related to gift giving.

This year, the central government stepped up anti-corruption efforts, and the exposure of a series of events such as "cousin" and other restrictions also restricted the consumption of luxury goods by the dignitaries.

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< p > "in some of the guests I met, their consumption psychology is changing. The original high-end watch is a display product. Now they pay more attention to practicality and will not spend hundreds of thousands of dollars on buying a watch."

Besides, watches are not just needed products, and people will first abandon the consumption plan of luxury items such as jewellery and watches when the economic environment is bad.

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