IWC Picture Balloting Activities On The National Table, And Also Play With Feelings.

In today's fashion world, high-end luxury brands are trying to get closer to consumers, or, to be precise, young people.

In particular, the high-end watch industry, which has struggled in the quagmire and can not advance and retreat, is eager to do so.

Recently, the IWC watch has made a good example.

The main high-end fashion IWC universal watch is starting to go.

"The route.

On the 29 day of last month, the IWC universal Watch issued an official announcement of a literary and artistic atmosphere, launching a theme of "Time Traveler", the original image voting.

IWC the universal watch says that watches are accompanied by every traveller's precise record of every second, so he hopes that through this activity, "let the wrist timepiece combine with the scenery along the way".

As you can see, in fact, they are routines. The key words of "time", "travel" and "scenery" can be used to create such a theme of literature and art, which is obviously more in line with the needs of young people.

After the publicity campaign and the background selection for two weeks,

In recent days, Wan Guobiao has formally selected 5 original netizens' theme pictures, from all over the world, from the high mountain scenery to the blurred City, all over the world.

And every picture is also in line with the theme -- shooting the wrist of IWC universal watch before the scenic spot.

The selection of pictures is also convenient and quick through the most popular WeChat voting at the bottom. At the same time, it can also see how many people are supported by their own voting contestants.

In fact, prompted the IWC universal table to do so.

There are actually two reasons for the move: first, as the IWC official mall, which has been on the shelves at the beginning of this year, there are actually not many IWC products that can be sold in the IWC mall. According to the author's statistics, there are only ten products in the WeChat official mall, including IWC pilots, Portuguese teeth, portukino, portukino 37 and ocean chronograph.

This is obvious for many other modest but growing WeChat stores. Second, according to the 2015 financial year earnings report of the group, the high-end watch brand portfolio as the main business of the group has dragged down the overall performance of the group. Although the performance of the jewellery brand has increased in the 2015 fiscal year, the growth rate of the jewelry brand has not been fully filled by the continued downturn of the watch, and it still recorded a 4% decline after the exchange rate was eliminated.

Therefore, it has to be said that although the IWC universal list quietly launched the original image voting activities, it is obvious that IWC can not be perfected in the WeChat Mall for a short time, and at the same time does not want to lose the attention of young consumers. It has chosen to use the most popular WeChat voting activities to try to add IWC's "luxury" impression to a little literary and artistic feelings.

Another point is that although the IWC universal watch attempts to "play quietly", the first form of interaction with consumers in this industry may be a new opportunity for the high-end watches to try the market response in the future.

Did we get the expected response from this interaction? Maybe we will know after the conclusion of the voting.