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)