A Swiss brand with Swiss quality cufflinks

As the world's largest watch group - Swiss Swatch Group, a total of 18 brand, Tissot in the huge family of brands, is a mid-range products. The top of the Swatch Group are Breguet (Breguet); premium brand Omega (Omega), Longines (Longines), the Rado (radar), the Tissot hundred years have been insisting the mission is to "let the public in a more low price buy high-quality hand table. (Offer to a wide public a range of high quality timepieces at an affordable price.) Belong to the Volkswagen brand in Switzerland, Tissot is famous. Tissot came to China in 1992, found that Chinese consumers want the lowest price, buy a real Swiss cufflinks, want to have a Swiss brand with Swiss quality cufflinks. However, with the improvement of the living standards, almost every household has a capacity to purchase some mens cufflinks to enhance their own beauty.
So the Tissot according to the Chinese consumer psychology, efforts Tissot brand positioning: to buy Tissot cufflinks neither expensive, but there are identity and status, in short, is the "civilian luxury". Tissot cufflinks current market retail price is 2000-6000 yuan. In accordance with the Chinese an old saying that wearing gold cufflinks demonstrates your wealth while jade says safety. The origin of the "Swiss made" to the concept of marketing, as well as continue to strengthen Tissot century historical and cultural accumulation, Tissot successfully portray themselves to be slightly higher than Japan and Hong Kong cufflinks a file, while the cost is very good in high-end brand.
In China, the common case: the products of many companies is neither a high-tech, quality is also very rough, but they are very good at marketing hype. After some advertising bombardment and low impact on the market, a large number of sales in the short term. But soon consumers discover the quality function is not as vaunted so good, so soon be cast aside. The Tissot opposite. The Swiss watch industry of world-class reputation in large part from its stable quality and reliable performance. The cultural cufflinks of our ancestors left behind can not be counted. Adhere to the scientific and technological research and development and low-cost marketing, is one of the Swiss Swatch Group has always adhere to the key rules for success. As a member of the Swatch Group, the "quality first, marketing second" is also a Tissot creed.
In 2000, Cantonese Yao Zhongwei as Tissot Chinese vice president, responsible for marketing. Yao Zhongwei found that, although the purchaser Tissot Tissot brand loyalty and quality awareness are high, but it Tissot popularity is not high, there were only 5% to 7%. To increase awareness and thereby increase sales and become the primary task of the Yao Zhongwei. At that time, Omega, Longines and a few other high-end luxury cufflinks brands, mid-range brand is no precedent for using the image ambassador. Whether the cufflinks have been spread to the world, or still to be reproduced inside the country are branded with the imprint of many Chinese elements. In fact, back in 1998, Tissot hired Owen served as the global spokesman for the image. Owen endorsement has been no large-scale marketing in China and around the world.
Yao Zhongwei found Owen high reputation in China, the young man loved. So, Tissot Chinese boldly in the publicity of the Tissot brand, highlighting Owen. However, this idea was firmly opposed to Switzerland. Switzerland, Tissot is a century-old brand with a 150-year-old is already very famous, how can not be considered super-class players Michael Owen and Tissot together? The cufflinks belong to the unique Chinese culture. Tissot Chinese advertising design posters, intended to Owen on the most prominent position in a prominent position in the bottom of the wear only in the hands of Owen Tissot. This is even more headquarters can not accept that prohibition of Owen's image on the light box advertising Tissot.