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Invicta watch - Brand in China E-commerce
- 1. Company LOGO Invicta Watch in China How Invicta create buzzle in China Prepared by Charlotte Lee 2013 Oct
- 2. Agenda 1. Company Background 2. Invicta in digital platform 3. How Invicta create buzzle 4. Appendix
- 3. Company Background • found in 1837 • American-based watch company • Swiss-made watch • Low-end market • Discount price strategy • promoted primarily via the TV shopping channel ShopNBC in USA
- 4. Where we can find Invicta in China? ↓ advertisement ↑ many discussion forum Search Engines ↑ many e- platform Socializing • share knowledge and comment of brand, shop, after sales service, quality checking …etc Website • no official website in China • no Chinese version • 3250000 link found • PPC Amazon & TMALL • Chinese online share and post buying habit Bloggers • 100 link found • bloggers = e-shop owner • viral marketing E-commerce
- 5. Search Engines + Socializing Search Engines • Total 3250000 link was found • Pay Per Click: Amazon + TMALL Socializing •Chinese is social during the shopping process. •They share and post “review” online
- 6. Bloggers + E-commerce • over 100 “Invicta” related bloggers • they owe shop in many difference ecommerce platform • lifestyle bloggers • difference target audience segment • USP: flash “SALES”, Korean/Japan “cute”, western “noble” … etc
- 7. Websites: Official vs. Non-Official • 1 English website for worldwide • No Chinese version offered • Only 3 pages brand introduction posted in China 52watch.com • less cost in website uploading
- 8. E-Commerce Four (4) Platforms • > 5000 in toabao 1 • only 1 TMALL shop • balance is private shop sellers 2 • Flash discount sales website • far below Glamour.sales • > 500 product selling in Amazon • 454 gents watch • 65 ladies watch • big discount 3
- 9. E-Commerce Four (4) Platforms • No Invicta own e-shop in China • Intime (famous luxury retailer) sell Invicta via their Tmall platform • Price range ¥820 - ¥ 3500 • found in 2004 • Luxury brand department mainly in Zhejiang • listed company in Hong Kong stock market (code:1833.HK) 4
- 10. What we earn from • Invicta has 1 distribution channel in China and sell in Luxury department. • This brand don’t post the advertisements – low brand awareness • BUT, Invicta still create buzzle in China even with low sales qty • Those buzzle are generated by Ecommerce platform mainly Affiliating in Taobao is also one kind of advertisement and brand viral marketing No Advertisement E-Affiliating (Non-official + Fake)
- 11. Company LOGO THANK YOU Prepared by Charlotte Lee 2013 Oct
- 12. Appendix – Marketing in Hong Kong Press Release in “Face” Magazine Basel 2013 Exhibition Ads on Bus