Cartire: Root The Brand Into The Second Tier Market.

18 years ago as the first batch to enter the Chinese market.

One of the brands is that Cartire is not only satisfied with the predominance of brand, but also rapidly laying shop.

When the world's five largest jewellery giants such as Tiffany and Boucheron came to China in full swing, faced with competition, Cartire already had a plan: "when others have only 5 branches, we already have 30. This is the advantage of false starts."

However, in the rapidly changing luxury market, no one can guarantee that what has been achieved can last forever.

Especially after 2005, China's diamond retail market was completely open to the outside world. Diamond jewelry merchants from France, diamond star, Hongkong Zhou Dafu, Xie Ruilin and other jewellery merchants entered the mainland in succession. Competition has not only stayed in brand promotion, but also held the banner of chain expansion to seize the market.

In this competitive situation, we found and excavated specific customer groups, and influenced customer groups in a unique way of marketing, and supported by offline stores, becoming the secret weapon of Cartire's sensitive cheetah to gain competitive advantage.

"Cartire continues to tap new consumption potential, closely follow and guide customer demand, and spare no effort to expand the channel, so as to stabilize the market base."

Lu Huiquan, chief executive of Cartire Far East, said.

Focus on women and women

According to the report of "the rise of female consumerism" in China recently released by Ernst & Young, it is estimated that by 2015, independent living or married young women will not be born.

It will increase from $180 billion in 2005 to $260 billion.

Chinese female consumers have become a consumer group that can not be ignored.

Women have a lot of say in terms of consumption, and 78% of married women are responsible for making decisions about household expenses and buying clothes.

When buying goods such as houses and cars, 23% of married women indicated that they could make an independent purchase decision.

The remaining 77% will decide with their partners, but their preferences will still have a major impact on the final decision.

For Cartire's jewelry and watches luxury brand, its core consumer group is women.

However, women's business is not always so good. They used to be price oriented, and now they are more eager to balance their cost performance, and are more strict with manufacturers.

"Consumers now value the value and spirit behind the word" expensive ". They have a whole new experience in purchasing luxury goods. The process of enjoying the purchase and enjoying the products is quite different from before.

Lu Huiquan said.

New challenges test Cartire's marketing ideas and methods.

Cartire attaches great importance to cultivating potential customers, not only focusing on the real business, but also exploring more consumers in different ages and regions through various channels.

However, Lu Huiquan believes that the only quality that can not be duplicated is the unique value of luxury goods. The process of constantly strengthening this unique quality is the most effective luxury marketing process.

Like Cartire's reputation as "the emperor's jeweler, the jeweller's emperor", it also represents classics and innovation. These qualities will be deeply rooted in the minds of consumers.

While strengthening quality and fostering potential customers, more and more luxury brands are performing their own social responsibilities by holding artistic activities or awards with social significance.

Therefore, in the long term to lock in female consumer groups, Cartire will focus on how to pay attention to the quality of life and mental state of modern women.

The "Cartire spirit surge Female Entrepreneur Award" campaign has been launched all over the world.

In May 15th, the second Asian finals of the Cartire spirit surge Women Entrepreneurs Award was announced in Shanghai, China.

This is an international award, CO sponsored by Cartire and Women s Forum, and co sponsored by Mckinsey&Company and the European business and Management Institute (INSEAD). Each year, five women's leading and innovative outstanding business projects are commended.

The winner will not only get a business start-up fund of $20 thousand, but will also receive professional guidance from the consultant team throughout the year.

Lu Huiquan emphasized that the award is not considered in terms of business.

"This is the same way that Cartier Foundation, founded in 1984, is a way to return to society. It is a completely independent project and operation mode," said Foundation.

However, it is undeniable that such activities will eventually lead to the wider spread of Cartire brand.

Cartire understands that nowadays, we should not only pay attention to what women will buy, but also care what women think and do.

Helping women to start their own businesses is a way that Cartire focuses on women.

Lu Huiquan said: "the award is to help women who want to start a business but need help, and we are determined to do it over a long period of time, so as to express the support of the brand to the global female entrepreneurs, as well as the salutation of the spirit of the entrepreneur.

"Women have been Cartire's core customers, and 90% of their employees are women.

In the rapidly developing Asian and European countries, especially in China, with the continuous improvement of people's self-consciousness, more and more women want to start their own business. The establishment of the Cartire spirit surge Female Entrepreneur Award is to encourage and help them realize their dream of starting an undertaking.

Root the brand into the second tier market.

"Cartire is one of the luxury brands that went into the second tier cities earlier. We are very focused on the second and three tier markets. The development of these places is not easy. We always need extra investment in channel construction, brand education and so on, but all the hard work is worth it, because the potential of these markets is immeasurable."

The sinking of the market and branding the brand into the two or three tier city is one of Cartire's strategic priorities today.

18 years ago, the domestic market's perception of Cartire brand was still a blank.

When Lu Huiquan, who is dreaming of his dream, actually encountered many difficulties when he was door-to-door.

After more than ten years of development, Cartire has gained popularity in Beijing, Shanghai, Guangzhou, Hangzhou and Chengdu, but the popularity of some two or three line cities is not high enough.

For the current Cartire, it is still in the stage of building a reputation, so that the brand and consumers.

"In the second tier cities, our popularity is similar to that in the first tier cities 18 years ago. Our mission is still to train customers and copy the successful mode in the first tier cities to two or three line cities.

5 years ago, we introduced high-end jewellery into the exhibition in Beijing and Shanghai, including tens of millions of yuan or even 70 million yuan diamond rings.

Through a complete product line, we can train consumers at every level and let consumers know that Cartire has more high-end products. "

Lu Huiquan said.

However, the profit model of luxury goods is still sensitive and fragile, and the cost of self built channels is very high.

Cartire is the only luxury brand in the world to fight in the retail and wholesale markets.

In the Chinese market, Cartire's business accounted for 65% of retail sales and 35% of wholesale sales.

"Our retail and wholesale businesses are not just looking at returns. If we look at returns alone, we will not do business in China.

At present, the most important thing is to build up the platform with the fastest speed.

Lu Huiquan said.

It is understood that in the next 3~4 years, millions of Chinese consumers will travel abroad.

"If they do not know this brand in China, will they buy it abroad? So we should not only see whether the returns in the Chinese market are high or low, but it is very important for us to narrow the distance between the brand and the customers and speed up the construction of the platform."

Vigorously laying the sales network is just part of supporting Cartire's brand marketing.

Lu Huiquan believes that Cartire will cleverly cultivate a market, educate consumers, publicize brand culture and a series of business practices to cultivate and catalyze the market.