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A Good Way To Become "Antique" Red Luxury

2010/5/26 15:30:00 54

Whether the Shanghai watch can revive the luxury that once existed in the brand depends not only on whether it can develop the identity tag of the luxury watch, but also depends on whether it can tell the target consumer the most valuable asset it has -- a red legend.

When the former star merchandise became an outdated thing, it often had a fairly good outlet to become an antique, seeking the remaining but still valuable commercial value in people's nostalgia.

However, after many years of sorting Shanghai watches into this category, the representative of Shanghai, the 50 most popular manufacturer in the past few years ago, began to get rid of the position of "antique collection" and step into the luxury industry that even admits that "manufacturing in China" will be criticized.

This is no easy task. The luxury brand that sold Chinese elements before the success is only "Shanghai", while the "Shanghai Tang", the deliberately westernized logo and the repeatedly stressed "peak" origin, are showing to consumers: I am helping you to consume the ancient and mysterious Chinese traditional culture without losing your identity.

Every luxury brand has an ancient hall level story, with the origin of a European royalty, a craftsman who seeks perfection to the extreme.

The Shanghai watch has another story: in July 1, 1958, the first batch of Shanghai watches, which were independently developed and manufactured under rough conditions, were sold out on the market. Premier Zhou Enlai also bought one and wore it for life, which was a top honor in that era.

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The scarcity of history has made early A581 a favorite of watch collection.

A few years ago, Shanghai watch bought thousands of A581 and integrated it into 1000 classic nostalgia Shanghai watches, which ran wild in Hongkong market at a price of 1980 yuan.

Commentaries praised Shanghai watches as "not only a commodity, but a memory carrier for survival".

However, the collection market profit is high, but it can not support a company's long-term operation.

As an enterprise, the problem of Shanghai watches is how to pform this memory into brand assets.