The Battle Of Independent Brand Marketing For Luxury Goods

With the increasingly strong trend of "collectivization", some people wonder whether the independent family brand luxury brands have come to the state of survival. In fact, traced back to the source, the independent brand management mode is the first widespread market phenomenon in the luxury goods industry. Nowadays, the top luxury brands were born and developed in the form of family independent brand. Until 80s and 90s twentieth Century, the group mode was swept away, and the independent brand was developed. market Competitiveness is shrinking.

　 Insist on independent brand

The phenomenon that luxury independent brands have not been declared in the consumer market has been greatly improved in the past two years. The industry believes that this is the performance of consumption maturity and personalized pursuit of growth, but also due to the small group marketing has accumulated a solid support for the brand.

In fact, there are two reasons for the implementation of niche marketing strategies for luxury brands. A brand is more conducive to brand development because of its limitations such as output, brand awareness and distribution channels, while the other category is more "literature and art", because it insists on brand culture only to those who understand me.

As a brand with an annual output of nearly 10 thousand watches, Chronoswiss is considered to be quite large in independent brands, and it is not inferior to many popular brands promoted by many groups from technology and brand awareness. However, since its establishment, the brand still insists on family management, and the way of niche marketing comes from the brand's insistence on its own culture. "The whole wrist watch market is very large. We just want to find consumers who are compatible with the brand concept." Oliver Ebstein, chief executive of Rui Bao table.

The Swiss watch was founded in 1982 by Gerd-Rudiger Lang, a contemporary German watchmaker, so many people who know this brand always think that the style of German tabulation is the biggest feature of this brand. But Oliver, the incumbent president of the brand, does not agree: "for a watchmaker, what he pursues is the perfection of rigorous details and techniques, and the best tabulation tradition for a brand. So German style or Swiss style theory of blood is not important for Rui Bao. We only pick the best design to complete the brand's work, no matter what the origin is.

It is worth mentioning that when Oliver bought the Swiss brand in 2012, there was no shortage of top-level groups or transnational organizations in the competition. The ultimate reason why Lang, the founder of the brand, chose to sell the brand to him, was due to the recognition of the two people for the family independent brand operation mode. "We regard this acquisition as a handover of brand DNA. We recognize each other's pursuit of independent brands and the original intention of producing the best watches, and we also firmly believe that the market needs for independent brands."

Over the past two years, there have been more than 100 years of tradition. extravagant The brand is bought by the group. Oliver insists that Rubo will stick to the road of independent brand. He believes that it is good for the acquired brand to get the support from the group in the economy. If the group can maintain its original DNA, it will be better, but some changes will eventually lose some brand's insistence over the years. Moreover, after joining the group, the changes in the top management of the group will also affect the brand's operation or promotion strategy, which is more independent and long-term than family operation.

　　 Relativity of minority

Family run independent luxury brands often have a common characteristic when they use niche marketing. They do not guide you how to choose, but use the individualization of the work and the brand culture to attract consumers' resonance.

In order to achieve this kind of personalization, some brands will choose the use of precious metals or the superposition of complex functions in the timepiece industry, which will often result in the high quality of finished products or the lengthy production cycle, resulting in the scarcity of final products and the high price. Of course, there are also some brands that maintain the scarcity of products. But Oliver feels that this kind of work is rather modest. He also hopes to locate Rui as a "luxury item that can be bought". The price relative to the people is the best feedback from Oliver that consumers can resonate with the brand culture.

The concept of minority is relative to the general public. If faced with a city, the minority may be only a single digit on this base. But when a brand is promoted to the whole world, the minority will also be a huge group. In this promotion process, Rui has followed the traditional way of family brand, and does not advocate direct outlets, so as to form partners and cooperate with distributors. This way reduces resource input to a great extent, and allows brands to have more energy and money to adjust design, technology and publicity.

For example, in the past two years, Rui Bao has not only perfected the dial design, but also set up the "Home" style time gallery with the core assembly, the dial mark and enamel display and the display of finished products. In the promotion and promotion, a self made "watch telling story" has also been formed in order to arouse more consumers' resonance in culture and lifestyle. At the same time, in recent years, Rui Bao has also increased the intensity of its core development. The fully produced machine core accounts for more than 1/3.

In recent years, China's luxury goods market has been one of the focuses of big groups. And in the past two years, the earnings of small brands in the group are increasing year by year. This figure reflects the maturity of Chinese luxury consumption and the increase of individual demand. It also shows that the market provides more space for independent brands.

The development of Rui Bao is slightly conservative in the Chinese market. Oliver said: "from the tradition of family operation, we will choose more forms of cooperation with other family businesses to expand the market. At the same time, there will be brand In the long term plan, market development will follow this plan and will not make too many adjustments based on a certain market. "

At the same time, Oliver also revealed that although the pace of Rubo has not changed in the establishment of shops, the emphasis on the Chinese market will be reflected in other aspects. For example, in the promotion and promotion, we will carry out some fine and "ground air" activities combined with Chinese traditional culture, so that consumers can find the fit with the brand from a cultural perspective. This is also an important means for independent brands to exploit their own characteristics and develop small consumer groups in the mass market.