Exclusive Interview With Palma Jonny, Asia Pacific General Manager

< p > the domestic wrist watch market is going through a period of downturn, increasingly rational consumers and the breakdown of the market bubble. In the face of such a "miserable" market situation, "a href=" http://www.91se91.com/news/index_c.asp "Parma Jonny < /a", as a brand new to enter the Chinese market, does not seem to catch up with the good times.

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< p > < strong > domestic watch market is becoming rational consumption < /strong > < /p >

P: reporter: the latest export data of the Swiss watch Federation show that the export value of Switzerland to mainland China and Hongkong continues to show a double dip. Since the end of last year, the domestic watch market has entered a period of weakness. How do you view the current situation and the future development trend of the domestic wrist watch market? < /p >

Less than p: the domestic watch market has experienced about 20% decline in retail sales last year after experiencing the rapid growth of 20%-30% every year. This is a big blow for many brands, but this is a process that market development has to go through. Only after experiencing these markets can it become mature and steady development.

Actually, this is not a blind optimism. It is just a calm thing that runs through the whole Chinese market.

China's market is so large that there are more than a billion people. Although many brands such as Beijing and Shanghai have already been settled, there is still much room for the market. There is still room for new brands to survive and develop.

Two or three line cities or even four line cities, many people have experienced the primitive accumulation of wealth, and their wealth has reached a certain level. In the past two years, it is their time to release their desire to buy, so the Chinese market is affected by the policies of macroeconomic regulation and control, but the future development potential and market potential is still very huge.

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< p > reporter: the luxury market has experienced rapid development in China, and the cognition of domestic consumers has also changed, from the blind pursuit of LOGO to the core issues of brand value and quality.

What do you think of the change of domestic consumer pattern and consumption concept? < /p >

< p > > a href= "http://www.91se91.com/pioneer/" > single micro < /a >: in the past few years, gift buying watches occupy half of the watch consumption, and some brands even account for 70%. This consumption goal leads consumers to only recognize the brand, and their cognition and demand for product quality are low.

However, with the development of the watch market, the market characteristics of rational consumption are beginning to show.

The consumption outlook of the new rich also changed. They began to think about how to enjoy life after having wealth, no longer like the trend of blind consumption in the 90s of last century.

For example, many people say that a good brand is good enough for the rich to buy. This purchase lacks a basic understanding of advanced clocks and brands.

But today, more and more people who have the ability to consume have begun to realize that in addition to the big names that were first known by the Chinese people, there are still many brands that uphold the value of advanced clocks, and these brands are more suitable for themselves.

As consumers improve brand awareness, the purchase list will change accordingly, which is a good thing for a truly powerful brand.

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< p > < strong > only the era of performance but not service has ended. < /strong > < /p >

< p > reporter: with the rapid development of the domestic watch market, the problems in the watch market are becoming more and more prominent. The maintenance period of high-end watches and watches for months or even years has become a criticism of the watch after sale service.

What does service mean for the domestic watch market? Is there any plan for Parma Jonny's after sales service? < /p >

< p > single micro: wrist watch brand has made a big pot in the domestic market, but the problems still can not be ignored. In recent years, the service problems that have been repeatedly exposed have always reduced the brand image. I personally believe that improving the after-sale service is a problem for every brand.

For example, a list of hundreds of thousands of problems, domestic service centers need to be repaired in Switzerland, after nearly a year of waiting time, which is unacceptable to many people.

This shopping experience will directly affect consumers' two purchases.

In the past two years, there is another phenomenon. The proportion of domestic consumers buying overseas watches is getting higher and higher. Last year, Nirupama Jonny's watches in Hongkong and the mainland maintained 80% watches.

At present, we have begun to plan to cooperate with a professional watch and repair company to arrange their technicians to study in our factory, so that not only can greatly shorten the waiting time of maintenance, but also guarantee the quality of maintenance.

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< p > reporter: open shop expansion blindly, actively layout the two or three line city, hire the ambassador of China, the marketing strategy of watch brand in the domestic market is caught in a strange circle of "similar coincidence, purely coincidental". According to the current market situation, can hype make the wrist watch brand fight in the domestic market? < /p >

< p > single micro: consumers have strong learning ability, and their recognition has been improved to distinguish whether they are really excellent brands.

Brands that are similar to competing strategies or brands that are completely competitive in quality will be hard to survive, even those brands that have entered the Chinese market.

In fact, many brands with excellent products have not been improving in the market, which is very related to the marketing team and management team of the whole company.

But in other words, if people are very good, the team is excellent, but the product is not good, consumers will not buy it. The domestic market is no longer the same as in the past few years. As long as there is speculation, it can occupy a place in the market. The improvement of the consumer level forces the market to start shuffling, and the powerful brand will naturally stay behind, and the company that once looked strong but not strong will eventually be eliminated by the market and consumers.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > > high end watch > /a > > latecomer > catch up > /strong > /p >

< p > reporter: Nirupama Jonny compared with other high-end watch brands, whether from the brand history or the time to enter the Chinese market is too late. What do you think is the difficulty of developing a new brand in the Chinese market? < /p >

< p > single micro: as a real luxury brand, besides good products, the improvement of popularity and awareness takes time.

Parma Jonny has been in China for two years. What we need now is patience.

In the luxury watch industry, many terminal consumers value the reputation of watches, and consumers do not value the design, craft and so on. Brands need time to train consumers how to truly understand the connotation and core value of watches.

It is indeed difficult for us to train and educate consumers. However, the industry and distributors of China's advanced watch circles in the past two years are quite different from those in the past.

When I first joined the line ten years ago, the recognition of advanced clocks and the breadth of knowledge were beyond my imagination.

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< p > reporter: are there any specific strategies for you and your team in the face of these difficulties? < /p >

< p > single micro: I understand that opening a shop is just an operation that caters to the needs of the market. It is not a big strategy. I also hope that consumers can really understand the brand, such as the art of restoration of Nirupama and Jonny.

The position of Nirupama spire of Pyramid and Jonny in advanced tabulation skills has been established.

A brand without foundation can not be developed. This foundation may be a history, it may be a process.

Now our task is to try to tell consumers the true value of the brand -- the repair process.

These are the things that brands will not be forgotten, and the reasons for brands to take root in the minds of consumers.

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