World Watch report 2010: the world’s attention BRIC

With IC-Agency co-operation of Florent Bondoux

IC-Agency, as the luxury leader in digital marketing, publishing and distribution of the world watches WORLDWATCHREPORT report 2010. Market research with Europa Star has established cooperative relations between the luxury watch industry provided a favorable reference to the market, which is Fondation de la Haute Horlogerie Watches Foundation for the first time to provide help, the report was released the sixth edition of focus of the study focus on the decryption luxury watches online demand in emerging markets, as well as the well-known BRIC: Brazil, Brazil, Russia Russia, India China, India and China. In the next few years, the industry’s leading growth trend is bound to be promoted, which marked the luxury watch brand, emerging markets, ushered in their strategic opportunities. If such as Richemont and Swatch Swatch Group, Richemont Group, the group declared that sales of industry recovery, which is largely due to the region of the Swiss watchmaking demand. Then they have become the true sense of the “golden city”, not just in Switzerland, “glamorous” but generally only for the luxury industry,. Just take a look at the industry leader in the latest financial results, Swatch Group Swatch Group’s sales in China have surged 87 percent, Richemont Richemont Group in the Asia-Pacific region, sales rose by 25 percentage points.

Online Opportunities Online Opportunities

Since then, it has become the author of the report WorldWatchReport watch the world from these countries resolve their luxury watches important information about the network of consumer behavior, except for China, because China’s point of view so that brand executives are no longer satisfied, Russia, Brazil and even India responded on the Internet, specific code and the signs are clear preference for luxury watch brands. For example, in Russia, 45 million Internet users, Google is not the most popular search engine. More than 51% market share, for the tens of thousands of Russian users, Yandex is the daily online search query, the main entrance. In China (400 million users) Baidu Baidu has 63% market share rather than the U.S. companies. Taking into account 50 percent of online queries through search engine queries on the product or brand, we know that brand further forward in these key markets, the strategic importance is unquestionable.

Luxury watch brands for the potential for something?

Initial market research results showed that almost 12 percent of the world’s clocks WorldWatchReport reported involved in the 25 brands are from Web search BRIC markets. China dominated the 59% demand from BRIC countries, followed by Brazil accounts for 20%, Russia and India were 13% and 8%, and the control of the global demand, respectively 41.3% and 40.9% compared to the U.S. and Europe , these data mark a potential derived from the BRIC countries a significant demand for luxury watches to consumers, which needs to be brought to attention the major brands.

Brazil: a sleeping giant

Has more than 200 million inhabitants, of whom affluence of the population is concentrated around the capital Rio de Janeiro, for luxury brands, Brazil is still a market for hard to handle, mainly depends on its high import tariffs. Therefore, it is usually the most notorious of the four brands (Rolex, Omega, TAG Heuer and Cartier), according to the Brazilian consumer’s search implementation that they occupy the needs of a total of 90%. These initial findings led to reporter Richard Courbrant, he was also reported in a press WorldWatchReport and watches the world watch market, experts in South America, calling Brazil to open the trade doors to be a “sleeping giant.”

Russia: Distribution is the key

BRICs accounted for 13% of the total search volume indicate that the Russian luxury watch brands for the many business opportunities. Rich Russians in search of their favorite clothing brands in luxury cars and luxury watches than on the concern that, despite the backward distribution network is caused by import barriers and corruption, we find that, like Longines Longines and Rado radar so brands in the market share of 7.9%, respectively, and 7.4% of the share distribution network beyond the scope of Moscow and St. Petersburg’s business, but also lower than the pricing policy. Business Daily Press, editor in chief of the cultural sector and the world watches reported contributors Alexey Tarkhanov confirm this trend by stating that “a relatively small supply of consciousness accompanied by strong growth opportunities.”

India: from the power of Bollywood Bollywood

With the other members of the BRIC market price is higher than 1000 Swiss francs in sales of watches, even though the online needs of India, showed a relatively small share (according to the World Watch report noted that WorldWatchReport of 8%) in 2009, an increase of 55 percentage points, and jewelry rose just 19 percent (according to the Kearney Report). Watch the brand strategy to the local ambassador for the center, looks like a powerful channel of communication. Bring India into the scope of the study resulted in Audemars Piguet Audemars Piguet watches ambassador Sachin Tendulkar ahead of the senior watch brand ambassador of the most popular search ranking. In fact, beyond the 1 / 2, the search volume (55%) related to the well-known Indian cricket players, so that in 2008 the first Jaeger-LeCoultre Jaeger-LeCoultre ambassador for actress Diane Kruger pushed to second place. Over the next year, the other from the BRIC market is likely to challenge the image of the ambassador of Hollywood actors and famous athletes seat. Anita Khatri, Times of India Times of India reported that the general manager and chief of the world watches contributors at home and said, “Bollywood has greatly affected the Indian consumer.” Then she explains in detail some well-known brands of high-level as well as their leading products: “TAG Heuer TAG Heuer brand is the most successful Bollywood actor Shah Rukh Khan and also upgrade not forget Leonardo DiCaprio. Omega Omega by Abhishek Bhachan and Nicole Kidman developed, all the red-hot brand ambassador in India. ”

China: Internet as a tool for strategic communications

The representative of China’s current growth pillar of the industry, performance data easily than other emerging markets, China is now the third largest luxury product consumption country, is expected to be ranked No. 1 in 2015. China’s strategic importance in the print media to promote the growth of payments network costs. If the brand will be in the traditional sense to invest in magazines, they will not be stolen this way in China, in China, the magazine market evolving and slow down any consistent or lasting images. 59% of the BRIC countries from the search are derived from the Chinese watch brand to consumers, according to World Watch WorldWatchReport reports, it is estimated that in China, 50 million blogs (blog), we finally begin to understand why the networks are treated as the decisive factor in shopping , boutiques are ranked second, magazines and living in the seventh (BCG Asia).

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