The founder of this award is to foster women want to start a business but need help, and we are determined to take it long-term to do so, to express the support of the brand on the global women entrepreneurs, entrepreneurship is also a tribute to.
"The women have been Cartier's core customer base, 90% of employees are female. Rapid economic development in the Asian and European countries, especially in China, with the continuous improvement of people's self-awareness, more and more women want to start their own career, 'Cartier Xilinx surging Women Entrepreneur Award' set up to encourage and help them realize their business dreams. "
The brand's roots plunge into the second-tier market
Cartier is one of the luxury brand earlier in-depth second-tier cities, we attach great importance to the second and third tier markets is not easy to open up these places, always require additional investment in channel development, brand education, but all the hard work are worth it, because the market potential is immeasurable. "
Market sinking, the tentacles of the brand-depth and third tier cities fashion cartier jewelry today's strategic priorities.
18 years ago, the domestic market for the the Cartier brand awareness or a blank. When the mind dreams Nigel Luk, door-to-door sales, do encounter a lot of difficulties. Cartier After ten years of development, in Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu and other places set up a certain reputation, but for some two third-tier cities market popularity is not high enough. For current Cartier is concerned, it is still in the build awareness stage, brands and consumers associated.
"Our visibility in the second-tier cities, and 18 years ago in the first-tier cities are similar, our task is to develop customers, to copy the pattern of success in the first-tier cities to second and third tier cities. 5 years ago in Beijing, Shanghai, high-end jewelry introduction to the exhibition, including thousands of dollars or even up to 70 million yuan diamond ring. complete product line, we can put every level of consumer culture, but also to let consumers know that there are more high-end Cartier products. "said Nigel Luk.
However, the luxury of the profit model is still sensitive and fragile, the high cost of self-built channels. It is reported that Cartier is the only company in the world at the same time fighting luxury brand in the retail and wholesale markets. In the Chinese market, Cartier Love Bracelets Replica business, retail accounted for 65%, 35% wholesale.
"Our retail and wholesale business, do not just look at the return, if you just look at the returns, it will not be doing business in China. Currently, the most important is the fastest speed platform." Nigel Luk said. It is understood that in the next three to four years, China will have tens of millions of consumers traveling abroad.
"If they do not know the brand, they will buy in a foreign country? We not only see the return of the Chinese market is high or low, it is important for us to narrow the gap between brand and customer, acceleration platform construction the key. "
Vigorously laying sales network support only part of the Cartier brand marketing. Nigel Luk, Cartier will cultivate the market, educate consumers, promote the brand culture and a series of commercial behavior skillfully combined, nurturing, catalytic market.
