Swatch Partner Hengdeli Says China Golden Week Sales Rise 50%

This is an article published on Bloomberg this morning, Swatch Partner Hengdeli Says China Golden Week Sales Rise 50%.

Bloomberg is a website for updated business news and financial information. Its main target audience is professionals in business and finance. The article basically is a little boring as most of other financial news. This is not an attractive news perhaps due to the overall ‘boring’ culture of the website.

The picture above is a Swatch concept store in Beijing. See how amazing western products melting into Eastern culture. I love to observe how different customers from different culture background think differently to the same products. Marketing is amazing as you, as a professional marketer, has to analyse the products and consumer behaviour so that to sell the products.

That is also why I have this blog. It looks like it’s something about fashion watches, it is actually about how different countries and different brand use the online/ social media to promote their products to their target customers. I believe with the rapid development of technology, those most successful brands are those who intergrate several media together as a promoting platform.


The Power of Social Media and Brand Management

Just read an article being published today: Swatch Netnography: A look at Consumer Sentiment in Social Media.

This is a website called bussiness to community, which is an independent online community focused on sharing the latest news surrounding Social Media, Marketing, Branding and  Public Relations.The case study style article was published on the website to research techniques of anthropology to the study of online communities. This article critically analysed the positive and negative feedback posted online by the Swatch customers. The author may have had searched ‘Swatch’ as a key term on Twitter and facebook and reached the conclusion:

Positive Theme: consumers find that Swatch watches have “great quality,” meaning they find them “cool,” “timeless,” (an odd compliment for a timepiece) and “durable.”

Negative Theme: “Poor customer service”  is the biggest negative theme, with “repair issues” being the thing consumers find fault with most often.

The power of social media is so strong these days which I think, is stronger than the old ‘word of mouth’ marketing strategy. It becomes a new media of marketing. Social media allows you to brand yourself long before anyone becomes your customer. And it can often be the catalyst that brings them over. And why wouldn’t they? You’ve already become a part of the group. In fact, if you’ve done your social marketing right, you’ve already become their friend. This is interactive branding at work.

This article is published on the website which its readers forcus on the relationship of social media and the current society. It has more links to the other social media than any other articles I have ever seen.

This article originally appeared on NetBase Blog and has been republished with permission’. So the article published on may be a promotion by its author after he published on his blog.

There are also similar article links for the reader to expand the topic.

Overall, it’s a successful article but its content won’t arouse many people’s attention.

The eyes have it

Rankin swatch collaboration

Swatch is always connected with arts.

This time, Swatch brought another art pieces working with London Famed Photographer, Rankin. Borne out of his fascination with the human eye, these versions of Swatch’s Gent Original style have dials bearing extremely close-up multi-color photographs depicting the iris and pupil parts of the human eyeball.

Rankin has shot some of the world’s biggest supermodels like Kate Moss and Heidi Klumand he loves eye. As some say, the eye is an insight into a soul, perhaps that is why Rankin has focused on
the eye as the background on his take on the classic Swatch Gent Original watch.

As soon as the watch being released on early July, the Los Angeles Times has published an article ‘Rankin, Swatch collaboration: The eyes have it’. The article introduces the new range of Swatch Rankin Watches and their features.

As a staff of Swatch Group, Swatch surprised me with this set of creative art piece as always. It infuses with colors and different patterns to demonstrate the ‘soul’ eyeballs. This post catches my attention because the ending sentense: Keeping an eye on the time has never been easier — or looked better. I am inspried by this sentence as it descirbes the watch so well.

I am into this article because I know Swatch product well and so will the other Swatch fans. But to other normal readers, this article, however, can possibly fail to catch their eyes because it didn’t have much background information.

I love the last part of the article that it has other related links such as ‘at Swatch, it’s Jeremy Scott time’, such useful links can take readers to explore more of the related area.