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Longines does not do anything
Celebrity party on the ladies who are looking forward to seeing Longines Global CEO Huo Kainuo, this innocence does not obliterate the old urchin also considerate. 60-year-old Huo Kainuo will be taken by surprise in his pocket a great success of the Longines-ying Cai, with the hands in the ladies, and then while kissing them, enjoy them while laughing surprised look.
"Happy Everyday!" 10 end of Huo Kainuo for new referrals come to Shanghai, on the "Daily Economic News" said that this was the work of 38 years for the Longines watches greatest achievement, even in a difficult time to do. "With the tabulation, to explore the world", as each watches in Switzerland, the heart of Saint-Imier mountains growing children, Huo Kainuo believe that the world watches the connection link. Longines shoulder the mission of global marketing, he travels the world almost all the important cities.
"My job is to say right and wrong"
Now that Longines, it has been clearly aware that it stands for "elegant." Huo Kainuo CEO's office in 1988, Longines was still in people's minds the image of a fuzzy, marketing and there is no breakthrough.
Longines has a 175-year history. "Than I am a lot older." Huo Kainuo said. However, the mid-70s of last century, Swiss Longines watches by Japanese quartz watch, and the impact of electronic watches, Swiss Hayek on the table to save those 80 years of the last century, will form part of the brand; "alliance" formed the Swatch Group. In 1990, Longines has also joined the group. Positioning is not already clear Longines, but also in the "celebrities" has gathered --- Omega, Tissot, radar, CK Swatch --- there are unique within the Swatch Group, comparable to the roads of Shu difficult.
Huo Kainuo and group president of sea pinch grams a result of the deliberations: "Longines does not do anything!" But Longines can do, is a more important issue.
Huo Kainuo said it was fortunate that his men have a very creative advertising executive. One day, Huo Kainuo the advertising manager, said: "Boss, we have been very beautiful watches appearance. This could be the direction of our focus."
In talking about this story, Huo Kainuo Lianlu easily and is very humble manner, said: "My job is to say right and wrong, we come together to establish a brand image, and can not simply say yes after I took office performance."
However, the language into the real action is under the auspices of Huo Kainuo a market survey, rather than think-tank team utopian slogans. "Do not just ask your dealer." Recalled that investigations revealed that a secret like Huo Kainuo Side of the "Daily Economic News" said: "They say things that are interruptive, they want only the pockets of Can install money.”
Huo Kainuo consulted Longines global customers, partners and Swiss counterparts in the table. Survey results are: Longines's "elegant" has long been the most widely recognized. "Operating a long-established brand in a choice, you may find the answer in history, rather than rigidly adhere to the plight of the reality." Huo Kainuo on the "Daily Economic News" said. At that time, almost every Swiss watch brand in its own history to find the value of the most valuable point. Longines is also true. Huo Kainuo said that they have done, only in the traditional luxury goods into the marketing-led era, will be refined to promote the historical connotations of language.
Of course, the survey also showed important information, Longines more traditional customers, while ignoring the modern younger consumers.
Thus, based on customer surveys, Huo Kainuo and his team decided to focus for the future which eventually led to "elegant", and expanded to locate the target group of young owners. "If you want to display noble, they buy Omega; If you want to come point motor and sensory, they buy Tissot; Of course, you want to change every day, block watches, Swatch cheaper ... " standing business point of view, in the Huo Kainuo view: under the only market segment.
Market segmentation of the "sacrifice"
However, in the outside world view, in order to achieve market segmentation, Longines at some "sacrifice", to weaken the movement is representative of the field had the role of the timing tool --- sports ground.
As early as 1896, the Athens Olympic Games again, Longines chronograph timer into the General Assembly in 1952 and 1968 Winter Olympics the same. The most recent Olympic Games in 1980, Longines launched TeleLongines models, able to calculate, and write fine to the thousandth of a second time was recorded. But now, and the Olympic brand has become a close integration of the agency Omega.
However, Huo Kainuo does not think that this is what the sacrifice, "focus on 'grace' policy after three years, and our sales showed double-digit growth."
Huo Kainuo quips: "Now to participate in the elegant Longines Olympic Games." Longines is now sponsored by equestrian and gymnastics two campaigns, but also plans to support the 2008 Olympic Games, Chinese gymnastics men's team.
"Do not think that focus, we do less, and" Huo Kainuo on the "Daily Economic News" said. He then reported that out of several concepts in one breath, "graceful movements and elegant attitude, elegant design, elegant fashion ... ..."
The Longines establish the image of these different markets, through being Huo Kainuo stars as a treasure. Selection of voice, the Huo Kainuo attached great importance to localization. Born in Germany, grew up in Sweden, DAI Zhen Shi Na Beidi Longines since 1999, she was Huo Kainuo considered to have a modern Western liberal temperament, a symbol of a free real life; and the Asia-Pacific region, Carina Lau, is a subtle oriental gentle. Longines referral each time the banquet, large and small around the press likes these "spokesmen", so Huo Kainuo joked that no one cares about him this old man.
By the end of October this year, Longines Asia-Pacific region's first male spokesperson officially unveiled. With the launch of Longines mechanical watch series of new products, Huo Kainuo made no secret of his goal: to expand market share in the Asia-Pacific men. "We already have two ladies; It is time for men's time on stage."
Thus, one can even from the Longines's endorsement to replace the image; the glimpse was Longines recent marketing strategies.
In China, tasted the sweetness of
Huo Kainuo work for Longines in the 36 years, the watchmaking industry has undergone considerable changes. In he achieved his wish to join the company in 1969 Longines, movement, or watch the most important part is the quintessence of watchmaking, people value the traditional craft. But then the emergence of quartz watches has changed the situation.
During this period, Huo Kainuo marketing director from marketing manager to do. He keenly felt the market changes: "the difference between the brands, not just movement, but by the entire concept of marketing decisions."
In 1988, Huo Kainuo was promoted to president of Longines. His whole concept was again subdivided into four key areas: design, quality, price and promotion.
In Huo Kainuo view, luxury has become a kind of emotional demands, and overall marketing team. Turning to the feelings of dependency, he looked mounted into a customers look like on the "Daily Economic News" said: "When you see the counter inside the table, he thinks 'Oh, ah, that is, it is a', and then count in your own pocket Lane notes. They are so hesitant first time in the mall wandering. "
"Especially in China, store, every two or three months, you can see the new brand, consumers select the election forward to faint. At this time, they may be more inclined to choose the familiar and beloved brands." Emotional consumption needs of the time of accumulation, Huo Kainuo said.
Huo Kainuo marketing methods such feelings have tasted the sweetness of the Chinese market. Huo Kainuo first visit to China in 1972. "At that time the Chinese people dressed in fits, I was impressed." He in his capacity as an ordinary sales staff to visit the market. Huo Kainuo said, "But since then, we have started in China's accumulation of customer information, such information in detail when and where a customer location at which to buy a watch."
30 years later, China became the greater part of the Longines for this work he was the first sales market. Today, almost every year he would come here one after another in marketing. In talking about this story, the elderly reveal a serene expression, and then tell the "Daily Economic News": the next stop he would take the first one as Longines "image ambassador" of the "Audrey Hepburn" to Guangzhou.
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