High End Import Table "Collective Diving"

This year's Baselworld Basel international watch and Jewellery Fair is still singing and dancing. There are flowers, beauties, champagne, Michelin food, and priceless jewellery watches, attracting visitors from all over the world.

According to the data provided by the organizers, about 150 thousand visitors from more than 100 countries came here last year.

When the new pavilion, designed by the famous architect Herzog & de Meuron, was put into use the year before, more top jewellery watch brands could have more spacious and convenient supporting exhibition hall.

Tens of millions of Swiss francs will be invested in the exhibition hall, which is like a small museum, comparable to the world's flagship flagship store. Solid wood flooring, gorgeous crystal lamps, leather sofa and all kinds of bar stands will be the arena for displaying and playing the brand's capital, strength and charm.

But the days behind these bright Swiss brands are not so good.

At the beginning of this year, SIHH, Geneva's advanced watch salon, led by the Geneva group, had almost no appearance of domestic dealers.

"We haven't gone to Baselworld for three years, for fear that the brand side will force us to buy the watch."

A general agent of the list smiled bitterly.

"A few years ago, the sales were well done and the water was not big enough to buy watches. Now the water is squeezed out and the market is normalized."

"Business is too difficult. I want to close the store."

As a general manager of many Swiss list dealers, his face is helpless.

It's too hard to sell. Only take some VIP guests to visit the Swiss watch factory before it is possible to sell some collection of expensive watches.

"These years are rather difficult, and it is difficult to maintain 4% profit margins. As far as I know, some dealers only have 1%-2% profit margins, which is simply losing money, and the interest on capital usage is not enough." a clock dealer regrets.

When the tide of luxury consumption recedes, the import table of China

They seem to face the embarrassing situation of collective diving.

In the interview, people in the clock industry, who have worked for decades, revealed that the sales volume of imported watches accounted for 85%-90% in China's domestic market.

The domestic high-end retail market has declined sharply since 2013. Especially in the second half of 2014, sales of some high-end watches (retail price of more than 50 thousand RMB yuan) fell by 20%-30%, compared with the 2011 and 2012 peak periods. The decline was close to 40%-50%.

Therefore, the domestic high-end watches retailers are very difficult to manage.

This is closely related to the price difference of watches at home and abroad. The more expensive watches, the bigger the difference between domestic and foreign prices, so they all go abroad to buy.

Some high-end brands are retailing in Europe because of their brand policy.

The price of domestic dealers is low, which seriously squeezes the survival space of Chinese distributors.

It is estimated that 80% of the purchase of high-end consumer watches in China may take place abroad, but the import and export tables at the low end (below retail price of 50 thousand yuan) have maintained growth momentum in recent years.

From the point of view, the most serious falling area of high-end wristwatch retail is the north, and the total amount of the three provinces in Northeast China, which once sold the import table, accounted for 20% of the Chinese market, and it is now down.

With the growth of personal spending power, the development potential of South market will be relatively large.