Female demand will dominate the Chinese watch market, women are bound to be the dominant force in luxury consumption

Data show that men were the main force of luxury 20 years ago; women started consuming luxury 10 years ago. Although women start late than men in the consumption of luxury goods, women are bound to be the dominant force in the consumption of luxury goods because their chance of repeat purchase is much higher than that of men.

A drizzly afternoon, as we met about Montblanc Asia Pacific President Zhan Zhao An. From the very beginning, he felt empathy. "Maybe working in China took a long time and in my heart it is like a second hometown. I love China." Conversation began with his feelings toward China, but his prompt greetings quickly pulled closer. This can not help but want to explore, for the development of Montblanc in China, his heart in the end what kind of complex and look forward to it?

Women's market share will account for Bacheng

Zhan Zhao An said. "I think over time, the pattern of the future luxury market may be 80% of women and 20% of men, so in the future, in China, Montblanc's strategy is to upgrade and develop the female market."

Data show that Montblanc in Switzerland, the proportion of men's consumer watch is 60%, the proportion of women's consumer watch is 40%, while in China, the proportion of male and female consumer watches were 75% and 25%. The reason for the lower domestic female ratio is firstly that the products on the domestic market that women can choose are not rich enough. Secondly, the Chinese women do not have the habit of wearing a watch compared with foreign women.

Compared with mature markets, China has great market potential. Zhan Zhao An also said the company expects to use two or three years to enrich the women's watch products. In product design and research and development, the company will pay attention to the different demands of women consumers watch, promote exquisite, compact, not complicated watch products, and women pay more attention to family experience, these will be in the watch design reflect.

Luxury consumption into the transition period

Reporter was informed that earlier, only 30% -40% of the major international brands to enter the Chinese market, but during the Beijing Olympics, the world's luxury brands have suddenly found the Chinese market. Now, China has become the world's most focused luxury market, everyone is trying to enter the market as fast as possible.

"In 1998, I made a proposal that is to rapidly develop the Chinese market.When the boss in Singapore called me to hear that I want to develop the Chinese market, he considered it a very poor place.He said that he will own career And the future are maintained in a very poor market, there is a great risk .I asked my boss if he had been to China, he said no. "Zhan Zhao An told a career in his career told reporters that the Chinese market in the international On the position.

However, the world's perception of China has undergone a very big change in recent years. Now he goes to Germany again, people he knows or does not know are saying he wants to move to China.

In recent years, the rapid development of China's consumer market is obvious to all. China has evolved from a pseudo-luxury market full of pirated and counterfeit goods into a true luxury consumption power. Chinese consumers are also blindly consumer LOGO, into a rational consumer goods.

When luxury first entered China, he had thought it was a fake luxury market. Today, more and more brands become people's endorsements of lifestyle. Just have money, status want to buy LOGO to show personal status, and gradually become highlight the value, taste, cultural meaning and way of life. This is a transitional period. Zhan Zhao An described his mind in the eyes of Chinese consumers to buy luxury mindset.

"Big and all" is the future development strategy in China

Now, everyone for the Chinese market evaluation of the word - good. Such a thriving market will naturally lead to countless heroes competing for the waist. Montblanc as a luxury watch brand in China, what kind of market strategy?

Zhan Zhao An said Montblanc in the Chinese market there are several very important strategies, the first one is to expand the flagship store or concept store, rather than go to a very large number of small shops. Because 60-70 cities in China have a population of more than 1 million, the company has to balance the access to Montblanc's stores and products to consumers everywhere without losing that high-end feeling. This is a very important balance. Therefore, Montblanc in China's goal is to maintain the store is always about 100-120, and continue to enhance the store's specifications and each store level.

In addition, the company will spare no effort to promote its watches, especially customized products, such as watches, writing instruments, leather goods, custom jewelry.

Zhan Zhaoan is an out-of-town American who now lives in Hong Kong with his wife and three daughters.

Work is like love, and after some people leave, they just pass away, and when some people come out, they know they will hand in their whole life. Zhan Zhaoan work experience is so, watches and clocks is accompanied by his career. After graduating from his master's degree in publishing and cosmetics manufacturing company engaged in administrative work. Subsequently, enter the famous Swiss watch group SMH (later renamed SWATCH Group), began his watch business. In 1989, he was transferred to Hong Kong as general manager. In SWATCH Group he has managed Omega, Tissot, radar, platinum and other famous watch brands.

As his career boomed, in 1998 he was recruited by Richemont, serving as Chairman and President of Montblanc Asia Pacific, responsible for the brand's business and market development throughout Asia.