Invicta watch - Brand in China E-commerce

55,699 views
55,488 views

Published on

All data from public. Just for acedmic propose

Published in: Marketing, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
55,699
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Invicta watch - Brand in China E-commerce

  1. 1. Company LOGO Invicta Watch in China How Invicta create buzzle in China Prepared by Charlotte Lee 2013 Oct
  2. 2. Agenda 1. Company Background 2. Invicta in digital platform 3. How Invicta create buzzle 4. Appendix
  3. 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. 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. 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. 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. 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. 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. 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. 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. 11. Company LOGO THANK YOU Prepared by Charlotte Lee 2013 Oct
  12. 12. Appendix – Marketing in Hong Kong Press Release in “Face” Magazine Basel 2013 Exhibition Ads on Bus

×