Hello everyone, I am BigMouth, also known as Big B.
2022 Double Eleven officially ends. At present, all industries have conducted statistical analysis of the results of Double Eleven, and what Big B got at hand is the battle report of the e-commerce platform of the Double Eleven watch industry.
Today, many people have different views on clocks and watches. Some people believe that traditional clocks are decorations and are not practically useful, but are just used to show their identity. But for people in some industries, watches are their urgent needs.
With the popularization of smart electronic devices, the watch market has gradually become a luxury product. If you taste it carefully, the watch industry is actually a microcosm of today's consumption trends and habits. The following picture is the e-commerce report of watch brands of this year's Double Eleven:
These data do not include returns, and if the return volume data is added, it will be even more ugly. From these data, it can be seen that consumption downgrade is a major trend, but there are still differences in some areas. Interestingly, some economic laws in the past seem to have a bit of a failure.
lipstick economy fails?
Whenever the economy is in a downturn, everyone will always take back the "lipstick economy" strategy and review it again.
The so-called "lipstick economy" is an interesting economic phenomenon. In the last century, the United States discovered that whenever the economy was in a downturn, consumers turned to buy some less expensive but non-essential products to satisfy their consumption desire. At this time, the sales of lipsticks will rise sharply.
In the period of consumerism prevalence in the past few years, various light luxury brands emerged in the market. Under vigorous marketing, many light luxury brands have made a lot of money. There is also an agent of a French brand in Big B's circle of friends. In just a few years, he made profits that he deserved in the previous decade.
In fact, these brands are not local brands. After entering the Chinese market, they mainly grasped the main contradictions of consumers.
First, it has captured the new growth group. Data shows that Chinese luxury consumers are on average 15 years younger than European luxury consumers and 25 years younger than American luxury consumers.
One of the main characteristics of young people is their lack of purchasing power. Although they want to buy top luxury goods, their wallets are not allowed. This gives the concept of "light luxury" an opportunity to take advantage of it. Through brand marketing, it has successfully become a substitute for young people's luxury goods and eat this cake.
The second is to seize the trend of unique culture. In recent years, you can also see that many niche cultures have gradually been brought to the stage. "Unique" is still a slogan that impresses consumers. These light luxury brands transformed the disadvantage of insufficient brand penetration into selling points in the early stage, successfully attracting these consumers who need to "uniquely" tout themselves.
Back to the topic, in the year of repeated epidemics, according to data, although the top luxury brands have an impact, they are not going to be hurt. However, these light luxury brands have not continued to grow at a high rate, but are mostly close to half-cutting, which is worrying in the future.
Who is the main force in the market?
One of the interesting phenomena in the watch market is that there are always more ratings than buying watches.
There are many watch lovers among the people, most of them look down on quartz watch , but if you look closely at the data, you will find that the amount of quartz watches is far beyond your imagination. This makes people wonder who is the main consumer army in the watch market?
You can see all kinds of commentators on DY, Weibo and Xiaosweet Potato. It seems that they are all successful men. The main consumer group of watches is this type of people.
But it is obvious that the data tells us that it is not. These enthusiasts alone cannot support the market at all, and even women are expected to become the next growth point of the brand. This is what Big B will talk about next.
The influence of top stars?
In fact, Big B has been struggling with this view for a long time or not to talk about it. First of all, it is stated that Big B is not a person in the fan circle. The next content is based on objective facts and information mastered.
When you look at the data, you can find that when most brands are halved, one brand has achieved significant growth this year.It is Zenith time.
Zenith not only launched a diversified new product this year, but also raised the price of the product. It has to wonder what exactly gave Zenith so much confidence?
As an old brand, Zenith's background is naturally needless to say, but it is not the only brand with strong technical strength.
In the news received by Big B, Zenith's spokesperson Xiao Zhan has indeed brought the brand bonus .
Although there have been many controversies about Xiao Zhan online, to be honest, Da B is not easy to touch on this topic to cause war, but Zenith has decided to continue to renew the sign for two years after the endorsement period of Xiao Zhan. It is undeniable that Zenith recognized Xiao Zhan’s endorsement, and Xiao Zhan’s fans do have great purchasing power.
Picture source: Xiaohongshu
In contrast, Li Moufeng, before, endorsing , Panerai will no longer renew his contract after the endorsement of . The news I got from the brand was that it was not effective, and I doubted Li Moufeng's traffic data and did not choose to continue to cooperate. A few days after running to Tagyahao, a scandal broke out in Li Moufeng, and Tagyahao also chose to terminate the cooperation. It has to be said that choosing a spokesperson is also a very important matter.
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