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Unified vision, the purpose of establishing a symbol is to highlight the inherent concept of the brand

The price strategy

A long history of the brand. Brand history is an important asset of the brand, to bring the brand trust and rich association. 160 years of history, given the unique cultural connotation of Cartier, for the magnificent matchless, talented jewelry, watch the history of writing a brilliant chapter, the light can not be persuaded.

The birthplace of luxury goods. Heroes can not ask the source, but depends on the origin of luxury. Paris, France, London, London is the place to produce luxury goods, as long as a reference to these cities, there will be a rich origin of association. Cartier from Paris, France, has a natural advantage.

  1. royal descent. Cartier’s royal descent made it a symbol of the upper class and became a special symbol of distinction between wealthy and populace. Cartier first with innovative Cartier love bracelet replica color gemstone ornaments sound noise Royal Court, deeply won by Napoleon III; King Edward VII had appointed him to produce the crown for the coronation of 27, and reputation as “jeweler’s emperor, emperor’s jeweler “; European multinational royal family also issued a letter of appointment to him.
  2. Constantly innovative brand spirit. Innovation is the brand in the minds of consumers to maintain vitality and freshness of the source, the brand’s history is also a constant history of innovation. Cartier in the field of product design and innovation has been at the forefront, leading the trend of contemporary art and fashion.
  3. Unique design inspiration, quality and workmanship. Jewelry design requires classic aesthetics, but also with the contemporary spirit of interpretation, in order to more contemporary, and thus be accepted. The long history of Cartier has had a number of important design topics, including “series of theme creation”, “to reproduce the fine art of fine jewelry,” and so on, these traditional design concept of far-reaching impact on Cartier. In the smooth lines, bright colors, Cartier interpretation of the true meaning of the United States – the United States is simple but not complicated, lies in harmony rather than conflict.

In addition to these rugged, proven reasons to support its high price, all the details – the location of the store, the store design, display, service staff attitude, product quality, print quality … Continue to enrich, interpretation, and strengthen the Cartier luxury brand high reason, and to consumers in the Cartier brand constantly look at, continue to understand and experience the formation of a strong preference, and ultimately constitute the brand of Cartier faith.

3, channel strategy

For the current Cartier, it is still in the building of the visibility stage, so that the brand associated with consumers. “In the second-tier cities, our popularity and 18 years ago in the first-tier cities almost, our task is to train customers, the first-tier cities in the success of the model copied to the second and third tier cities .5 years ago in Beijing, Shanghai, Jewelry introduced to the exhibition, which has tens of millions of dollars or even up to 70 million yuan diamond ring.Through the complete product line, we can put every level of consumer training, but also let consumers know Cartier there are more high-end Products. ” Cartier love ring replica said.

However, the luxury profit model is still sensitive and fragile, self-built channel costs are high. It is reported that Cartier is the only one in the retail and wholesale markets at the same time fighting the luxury brand. In the Chinese market, Cartier’s business, retail accounted for 65%, wholesale 35%.

promotional strategy

  1. Unified vision, set the symbol

Unified vision, the purpose of establishing a symbol is to highlight the inherent concept of the brand, and the formation of a unique visual style, the establishment of a distinctive image. Cartier mainly from two aspects, one color vision, the second is the brand symbol. A special color belonging to the brand, both to reflect the spirit of the brand connotation, but also to reflect the high-end image, such as Cartier’s wine red, Tiffany’s light blue. A long time, the brand set the color will become the brand’s memory vision. In addition, the symbols can help the brand to create a unique image, such as Cartier cheetah, LV combination, Burbrry’s box. Domestic jewelry brand in addition to the name and logo, almost no other elements are unified, the name and logo is also a lack of modern, international elements, the lack of brand grade can improve the visual, more lack of strong identification symbols.

  1. Sponsored luxury tour, high-end forum meeting

Do the tour, is the best way to showcase the strength of high-end products, but also an effective means of promotion. in

Tour, often able to complete large sales, you can also establish a brand image. Through the sponsor can easily find the target market segments, but also the most likely to spread the brand voice means. Cartier not only often sponsors high-end luxury goods exhibition, and every year in the world’s major cities in turn held the “Cartier Art Treasures Exhibition”, show Cartier collection of classic handed down works. Through this form, Cartier not only to show the world its brilliant legendary process, but also lead us to explore the deep art of Cartier behind the deep art world.

  1. leveraging the arts, interactive public relations, spread the brand

Buying the top jewelry brand is not because of the value of jewelry itself, but because the spirit of the brand to provide a sense of satisfaction, this satisfaction can not be quantified, and modern art to bring people’s feelings are consistent. Today, many brands are to sponsor art exhibition as one of the marketing tools, it is Cartier to create this precedent. In 1984, he founded the Cartier Foundation, which is dedicated to the creation of original modern art works on a global scale, to support the creation, exchange and display of modern artists, and to highlight Cartier’s innovative spirit and dedication to art. To the Replica Cartier jewelry extreme.

  1. Club marketing to enhance loyalty and preferences, increase duplication of purchase and word of mouth recommendations

Western countries stressed that “class class”, China also has “things together, people to group points” argument. There are also circles in the high-end group, which embodies the common forms of life, needs, and the way in which they tend to enhance the influence of this class and circle through the club.

The Cartier Club shows the image through the Cartier Art Magazine, while adding loyalty through the reputation of the club, Cartier welcomes the public to join the members, because everyone is the future of possible customers, interactive way to complete the one-on-one marketing. Cartier club marketing purpose is not only repeat the purchase, more to enhance in the class and circle within the word of mouth. Facts have proved that high-end brands have a fixed purchase of the crowd, they decided the brand evaluation system, is the opinion leader, but also public relations object.

  1. into the social welfare activities, reflect the sense of responsibility

China’s traditional concept of advocacy “rich and economic world”, luxury brands should assume the role of social citizens, and actively contribute to social welfare undertakings. From another perspective, high-end luxury brands have been regarded as a waste, luxury and destruction of the environment was questioned by the public, to change this awareness, many luxury brands will be public welfare activities and participation in public welfare as an important brand strategy , Both to change the views of everyone, but also the courage to assume the image of social responsibility, more conducive to win the public’s favor.

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