invicta watch - brand in china e-commerce

Company

LOGO Invicta Watch in China

How Invicta create buzzle in ChinaPrepared by Charlotte Lee

2013 Oct

Agenda

1. Company Background1. Company Background

2. Invicta in digital platform2. Invicta in digital platform

3. How Invicta create buzzle 3. How Invicta create buzzle

4. Appendix4. Appendix

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

Where we can find Invicta in China?

Search Engines

Bloggers

E-commerceWebsite

Socializing

• 3250000 link found• PPC Amazon & TMALL• Chinese online share

and post buying habit

• 100 link found• bloggers = e-shop owner• viral marketing

• no official website in China

• no Chinese version

• share knowledge and comment of brand, shop, after sales service, quality checking …etc

↓ advertisement

↑ many discussion forum

↑ many e- platform

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

Bloggers + E-commerce

• over 100 “Invicta” related bloggers

• they owe shop in many difference e-commerce platform

• lifestyle bloggers

• difference target audience segment

• USP: flash “SALES”, Korean/Japan “cute”, western “noble” … etc

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

E-Commerce Four (4) Platforms

• > 5000 in toabao

• only 1 TMALL shop

• balance is private shop sellers

• Flash discount sales website

• far below Glamour.sales

• > 500 product selling in Amazon

• 454 gents watch

• 65 ladies watch

• big discount

2

1

3

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 4

• found in 2004

• Luxury brand department mainly in Zhejiang

• listed company in Hong Kong stock market (code:1833.HK)

What we earn from

No

Advertisement

E-Affiliating

(Non-official + Fake)

Product Design

Brand HistorySwiss-made

AmazonIntime (TMALL)

No Brand image

No brand awareness

• 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 E-commerce platform mainly

Affiliating in Taobao is also one kind of advertisement and brand viral marketing

Company

LOGO

Prepared by Charlotte Lee2013 Oct

THANK YOU

Appendix – Marketing in Hong Kong

Press Release in “Face” Magazine

Ads on Bus

Basel 2013 Exhibition