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老外观城第34期:高端手表品牌的创新之路

2014年04月15日15:00
来源:搜狐城市

   本期嘉宾:Matthias Messmer

   简介:Ph.D., Swiss national, current position: International PR Director Titoni Ltd. (瑞士梅花表公关总监)

 Matthias Messmer

  搜狐城市:您认为时间有哪些基本价值?

  Matthias Messmer:Time keeps tickling, which reminds us that our lifespan is limited and therefore very precious.

  译:时光荏苒,物换星移,无时无刻提醒我们生命的有限,因此时间非常珍贵。

  搜狐城市:您认为男士身边最重要的一个单品是什么?

  Matthias Messmer:A practical yet beautiful accessory, for example, a classic Swiss watch. For me, a watch is a very emotional product carrying many precious feelings.

  译:实用而又赏心悦目的配件,例如,一枚经典的瑞士手表。对于我来说,腕表是承载了许多珍贵感情而超越它本身价值的随身之物。

  搜狐城市:梅花表选择进入新市场之前,如何去衡量某个城市的标准?

  Matthias Messmer:We have an open attitude and don’t restrain ourselves only to 1st and 2nd tier cities. The urbanization trend in China is extremely rapid and so are the changes of the urban landscape. To base our decision on standards does not make sense. We always ask our colleagues and friends to have a first-hand look, and based on their observation we make a final decision.

  译:我们保持开放的态度,并不局限品牌只在一、二线城市发展。中国的城镇化进程非常迅速,城市结构的变化亦然。如把我们的决定标准化,似乎毫无意义。全国的同事和朋友为我们提供了许多​​第一手当地市场的资料,通过观察与评估,我们才做出最后的决定。

  搜狐城市:我们了解到现在越来越多的奢侈品进入到中国,但是来自于瑞士的奢侈品牌手表却尤为引人注目,为什么所有钟表奢侈品牌都来自于瑞士,是什么造就了瑞士品牌?

  Matthias Messmer:The history of Swiss watches is very long. Switzerland has been famous for its high-quality watchmaking craftsmanship since the 17th century. My home country is land-locked and surrounded by mighty neighbors. It does not border any seas like France, Italy or Germany, all of them colonial powers in the past. We had to rely more on handicraft and precision-made machines than on trade. This might be a reason why Switzerland has this great reputation as a watch-nation. But I can tell you: we have more than timepieces to offer!

  译:瑞士腕表的历史相当长远,此国家的优质制表工艺可追溯至17世纪。瑞士位处内陆,同时被强大的邻国包围;相比法国、意大利和德国等昔日殖民帝国,瑞士并无毗邻任何海域。既然没有贸易上的优势,我们必须依靠和钻研手工业和制造精密机器。瑞士大概在这种原动力下,最终登上了"钟表王国"的顶峰。但必须一提的是:除了精湛制表工艺,瑞士还提供其他顶级的优质产品!

  搜狐城市:梅花表始终获得消费者青睐的原因是什么?中国消费者相对于欧美消费者而言有哪些特点?

  Matthias Messmer:Our brand has been famous for decades among watch-lovers: Titoni was founded in 1919, and slowly gained access to international markets. It has, for instance, entered the Chinese market in the late 1950s as one of the first Swiss brands.We have an excellent international reputation, and strive to be the best brand in the middle-price segment. When it comes to China, I would say that the Chinese consumers are very mature: when they buy a watch, they carefully study the advantages and disadvantages of a brand before they decide. After all, it´s still a lot of money that the average Chinese consumer has to save to buy a Swiss watch.

  译:九十多年来,瑞士梅花表来在钟表爱好者之间享负盛名。梅花表成立于1919年,并逐步打进了国际市场。梅花表是50年代末进入中国市场的首批瑞士品牌之一。凭着良好的国际声誉,我们致力于成为中高档腕表的最佳品牌。现今中国消费市场表现得非常成熟,决定购买前,顾客会仔细研究品牌腕表的优缺点。毕竟,瑞士腕表价格相对较高,一般中国消费者都会仔细斟酌。

  搜狐城市:梅花表是少数仍然保持独立的腕表品牌,这对发展一个品牌有什么优势?

  Matthias Messmer:The independence of our company is indeed a special case in the Swiss watch industry. Big groups, such as the Swatch Group, the Richemont Group or LVMH, have bought out many once independent Swiss brands. This monopoly-like trend is getting kind of normal in our world, but we hope to keep our independence as long as possible. In Switzerland, we have the saying "small is beautiful", and we realize that many customers tend to think alike. Our biggest advantage is that we have a more personal relationship to our clients and that as a family company we are fully responsible for our business and creations.

  译:梅花表是瑞士制表业中所余无几的独立品牌之一。大集团如Swatch Group, Richemont Group或LVMH等已经收购了许多曾经的瑞士独立制表企业。尽管这种垄断式的趋势现今已是司空见惯,但我们不遗余力的保持品牌的独立性。在瑞士,我们有"小即是美"的说法,此理念往往赢得许多顾客的认同。我们最大的优势是与客户长期保持着共同发展而更个人化的紧密关系;而作为一个家族企业,我们肩负起公司长远业务发展和创作方针的整体责任。

  搜狐城市:智能手表如今已经开始崭露头角,奢侈品牌手表可以定到汽车价格。您认为智能手表也能做到同样的事情吗?

  Matthias Messmer:So-called "intelligent watches" have become popular for some mostly younger people. Since for our brand, mechanical watches make up almost 90 percent of our collection, "intelligent watches" run by batteries are somehow out of our league.

  译:"智能手表"的拥戴者大多是年轻的一辈。瑞士梅花表一直专注制作机械手表,其占我们产量的90%。由于"智能手表"是靠电池运行,可说是并非我们的钻研的领域。

  搜狐城市:现在手表的功能越来越强大,而造型工艺又越来越精致,一般人认为这些复杂的功能并不实用,你怎么解释这之间的矛盾?

  Matthias Messmer:You are right about this paradox. However, the majority of people still prefer to buy a simple three hands watch. Titoni´s collection for example mainly consists of these classical models, though we of course also have some watches with more complicated functions, such as power-reserve, moon-phase or chronograph. These special functions are mostly appreciated by real watch lovers and collectors.

  译:这个驳论的确非常有趣。然而,大多数人还是喜欢选购简单的大三针腕表。瑞士梅花表旗下各系列主要为此类经典款式。同时我们也有一些表款增添了更复杂的功能,如动力储存、月相或计时码表,许多腕表爱好者和收藏家都对这些特殊功能腕表大为赞赏。

  搜狐城市:随着技术的革新,互联网的发展在中国这个新兴的网民大国,梅花表是否会加大网络的支持和投入?

  Matthias Messmer:Yes, China is on the forefront of the social media network. Titoni has paid close attention to this trend, and we have therefore started our own account on weibo.com. I can even tell you that we will later this year be present on WeChat.

  译:中国确实处于社交媒体网络的最前线。瑞士梅花表一直密切关注这一趋势,因此,我们已经开通了品牌的官方微博。而在2014下半年,我们亦会在微信与大家互动沟通。

  搜狐城市:这几年中国消费者的消费习惯和观念发生着巨大的改变,同时也为很多行业的外来者带来很多机遇,请你分析一下你看到的目前中国的钟表市场格局,以及未来的发展趋势?

  Matthias Messmer:The Chinese market has changed a lot in the last few years. In the beginning, price-performance ratio was very important. With the booming economy, Chinese consumers´ tastes and requirements for watches have become more and more sophisticated. This echoes the core value of our brand, which is in line with the needs of a well-educated and ambitious growing middle-class.

  译:中国市场在过去几年起了很大的变化。在早年的市场中,性价比是至为重要的。随着经济蓬勃发展,中国消费者的品味渐趋高雅,对腕表的要求也变得越来越高与复杂。这与我们品牌的核心价值不谋而合,揉合传统制表工艺及雅致大方的造型,相当符合有学识又自强不息中产阶级的需求。

  搜狐城市:梅花表是如何进入中国市场的呢?有没有根据中国人对手表的某些特别偏好对手表作出调整?

  Matthias Messmer:We were among the first Swiss brands that were introduced to China when a Singapore-Chinese businessman fell in love with our watches. This cooperation continues until today. In general, we do not produce specific models for specific markets. Of course we listen carefully to the needs and requirements of our clients. Sometimes we even produce limited editions, and in this case we also take the preferences of a certain country or culture into consideration. For instance, we had a Zheng-He edition some years ago. It is clear that this model mainly attracted a clientele in countries with a Chinese culture.

  译:50年代,一位新加坡籍的中国商人对瑞士梅花表情有独钟,继以把它引进中国,成为第一批进口的瑞士钟表品牌之一,彼此的合作关系一直持续至今。一般情况下,我们不为个别市场生产特定的表款。当然,我们会认真倾听客户的需要和要求,特别是在生产限量版腕表前,定会以该国家的文化或喜好作为考虑基础。例如,我们在几年前推出了"郑和版"限量发行腕表,这表款显然为中国文化背景的客户而设计。

  搜狐城市:未来5 年,梅花表在中国市场的发展计划是什么?

  Matthias Messmer:We have always been focusing on a stable growth, not in double-digit figures, but in a rational and healthy way. We do not experience the seasonal ups-and-downs like other brands do. Sure, competition in the middle-price segment gets fiercer after the substantial decline of the luxury goods sales last year. But we want to keep our place as a high-quality, precision-made Swiss brand at reasonable prices. Besides, we have been launching new watch series designed for younger generations, such as our latest series Miss Lovely, the feminine and sassy one, and Jetstream, the more sportive model. In the second part of this year, we will "revive" another popular series, a sport watch. We want to become the best brand in the middle-price segment in terms of quality, precision and after-sales service!

  译:梅花表一直维持着理性健康的稳定发展,并不盲目追求每年双位数的增长,因而从不像其他品牌般遇上季节性起伏跌宕。由于奢侈品销售去年开始大幅下降,我们现正面临中高档定位的激烈市场竞争;但梅花表依然坚定不移,继续稳固瑞士精密腕表品牌的地位,出品优质又价格合理的腕上时计。我们刚刚推出了两个全新的腕表系列―设计精巧而又妩媚俏丽的Miss Lovely 炫美系列,以及揉合现代优雅及运动元素的Jetstream翱翔系列,为年轻顾客提供了更多选择。在2014下半年,梅花表将以品牌传奇表款为蓝本,推出一款运动型腕表,相信会吸引更多年轻顾客。无论在质量、精密度和售后服务等各方面,我们均致力于成为中高档腕表中最出色的品牌。

  搜狐城市:您对中国的印象如何?当中是否有一些文化的差异带给您很大的冲击?从那次以后您对中国的看法有没有发生本质的改变呢?

  Matthias Messmer:I´ve been living in this country for more than eight years. And I really love China! Of course there are cultural differences to my home country, but these make our world an interesting place to live. Through the lenses of the others, you can find out more about yourself.

  译:我在中国已经生活了超过八年,而我真的很喜欢这个国家!它与我的祖国之间当然存在着文化上的差异,但正因为这些差异,使我们的世界更多姿多彩。对我来说,通过别人的角度,让我更深刻地了解自己。

  搜狐城市:您最喜欢的中国城市是哪里?

  Matthias Messmer:I cannot answers this question because there are simply to many places that I like. I can only name a few of my favorite cities besides Shanghai: Beijing, Harbin, Qingdao, Xiamen, Chongqing or Chengdu. Besides traveling to Chinese cities on business, China’s vast countryside equally fascinates me.

  译:我难以回答这个问题,只因为喜欢的地方太多了。除了上海,我最喜爱的城市也包括了北京、哈尔滨、青岛、厦门、重庆和成都。除了出差到过的城市,中国辽阔的郊野地区也同样使我着迷。

  搜狐城市:您认为未来20年,中国城市的经济版图会发生何种变化?

  Matthias Messmer:As I said before the process of urbanization will continue, and we will therefore see a cluster of about a dozens of metropolises in 2050. They will all be connected with each other by rapid transport systems. It will be even easier than now to travel from one place to the other. I think, with people’s increasing awareness of life quality, keywords like green energy, a healthy environment as well as a sustainable development will become more and more important in China.

  译:正如我之前所说,中国城镇化正迈着急速的步伐,至2050年将会出现约几十个大型城市群,相互之间由高速交通系统连接起来,届时交通运输随之更为便捷。我认为,随着人们与日俱增的优质生活意识,绿色能源、健康环境以及可持续发展等的关键词将会越来越重要的。

本稿为专供搜狐城市频道独家稿件,未经授权不得转载

  《老外观城》栏目介绍:

        是由搜狐城市频道独立策划、倾力打造的一档访谈栏目。它以外国人的视角关注中国城市的成长脚步,以见证和书写城市发展为主线,为大家呈现各个城市不同的地方元素。

        一千个人心中有一千个哈姆雷特。一千个来华外人心中也有一千个热爱中国的理由。在这里,我们将跟随他们的脚步探寻不一样的城市风情,从他们的视角看待自己生活的城市,也许会发现更多的动人之处。

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