Seagull domestic slogan

Whale Merchant (ID: bizwhale) Original Author | Three Wheels

Having a mechanical watch with ticking movement and clear strap texture is quite a "face-saving" thing in the eyes of the previous generation.

At that time, the clock was set back to the last century. In the impression of elders, wearing domestic seagull watches was unique. Even seagull watches are often used as souvenirs and sealed in wooden cases.

Seagull watch, which was born in 1950s, is now becoming a model of "new national tide" in young people's minds. It carries the "China Core" in the movie "Battle of Changjin Lake" to convey the memory of the martyrs to the world.

Behind the transformation of time-honored brands, there are naturally pains of reform, twists and turns in integrating into new channels, and the help of Internet platforms. How to win the love of the current target users for a long time, avoid aesthetic fatigue and realize the personalized expression of the brand is a difficult problem that both brands and channels need to think about.

As early as 1950s, the watch industry in western countries was relatively mature and even sold well in China. However, there are only some parts processing plants related to clocks and watches in China. Until the end of 1954, Tianjin Watch Factory finally decided to develop its own watches in response to the slogan of "filling the industrial gap".

With the advent of a 15 diamond mechanical watch, China ended the history of "watches can only be repaired but not made". Only the structure of this watch is copied from abroad, and the technology needs to be improved.

Ten years later, China's first self-designed "Dongfeng Watch" was successfully developed. Technicians dropped the finished watch from the fourth floor, and the watch still runs normally after free fall. 1973, Li Xiannian, deputy prime minister of the State Council, approved Dongfeng watches to enter the international market under the trademark "Seagull". "Seagull" brand was born, and China began to export watches.

At that time, young Zhang Kexin had just come to work in Seagull. He watched Seagull Watch complete its first upgrade: from parts and movement to all-inclusive watch factory, becoming a national brand with a complete watch industry chain.

Unfortunately, the good times did not last long. In the 1990s, electronic watches became popular all over the world. Seagulls also joined this wave, but with the gradual saturation of the market, the watch industry began to shrink in China.

At that time, Zhang Kexin was selling in the northeast of China. He recalled: "1995, state-owned department stores stopped buying watches. 1997 After the financial crisis, triangular debts were formed. The dealer owes us money, and we owe money to the upstream factory. " He worked in the debt settlement department for several years, responsible for debt collection.

The domestic high-end market has been seized by Switzerland and Germany; There are also countries such as Japan that are eyeing the mid-end market. However, the cost and pricing of these imported products are still high. In the middle is the living space of seagulls. After careful consideration, a group of executives of Seagull Watch immediately decided to stop producing electronic watches and return to the old master to produce mechanical watches.

In 2007, Seagull finally conquered the most accurate timing device in the world-tourbillon technology. After all, a tourbillon weighs less than 0.4g, but it contains 70 parts. Seagull produces "three classic watches in the world": tourbillon watch, question watch and perpetual calendar watch. They are both hand-carved watches and Pearl Lang art watches. ..

These products not only connect domestic products with international brands, but also skillfully integrate traditional art with high-end watches. Appearance, rose gold, platinum and other precious metals are more and more used in watches, and the application of China cultural elements is even more numerous.

After the second crisis, seagull finished watches finally began to make profits, and sales doubled year by year. Parts production is not backward: a quarter of the movements in the world come from seagulls, and many high-end watch brands use parts produced by seagulls.

Let's look at the moment, Seagull Watch has entered the third revolution, from an old domestic product to a new national brand.

Nowadays, Seagull Watch and its emphasis on the combination of products and modern technology, taking retro integration into modern trends as an example, one, which is jointly named with the battle of Changjin Lake, reveals a very strong military style from the inside out. The dial of the watch has a diameter of 43mm and a thickness of13mm. It has an exquisite steel shell with a fresh outline and a style that matches the military subjectivity.

The strap is made of military green fabric with white sewing thread, and the whole watch is packed in a black leather box full of contour maps. There is a small card in the watch box, and the kraft paper is covered with the seal of "China Seagull". The unity of overall tonality shows the innovative significance of its brand.

In a word, Seagull Watch integrates hard-core manufacturing, high-end positioning, cultural style and other elements into the product. However, the acquisition channels and sales methods in the new era also need to change.

While the product, design and performance keep pace with the times, Seagull Watch has tried the traditional e-commerce platform many times to gain the attention of young people. Zhao Chenguang, head of Seagull's e-commerce, said, "At that time, a dealer wanted to open an online shop, and the salesperson signed the power of attorney at hand, thinking that it might be possible to clear the inventory."

With the mentality of giving it a try, many dealers feel that the commission and pit fees of e-commerce platforms are unbearable. Wang Zelong, a seagull dealer, explained: "In fact, compared with previous years, the pit fees of traditional e-commerce companies have decreased, but they can't promote sales, and merchants have also drawn a lot of commissions. Our industry is often about 5% compensation, plus the service fee of 7788, and now it is nearly ten points. " Therefore, dealers gradually give up the whole store marketing and turn to the channel of "single product breakthrough".

At the suggestion of others, Wang Zelong conveniently opened a shop in Pinduoduo. However, he did not expect that this move was unexpectedly harvested.

Wang Zelong first tried to introduce some watches with a price of four or five hundred yuan. In the first two months, the number of orders was only over 50. However, Wang Zelong took a fancy to Pinduoduo's low commission and tens of billions of powerful subsidies. Therefore, he applied for 40 tens of billions of subsidy pits before and after the brand settled in, and quickly started the store.

"Traffic broke out in June, the order volume was close to 650 orders, and the customer unit price also rose to 880 yuan." Wang Zelong revealed that a men's watch with a price of 795 yuan became the second best seller list of mechanical watches. The offline discount price of this watch is 1200 yuan, the price of other e-commerce platforms is 6 18 yuan, and the ex-factory price is 700 yuan.

Wang Zelong admitted that there had never been such pricing. In order to try out funds and support new stores, the results exceeded expectations. "I thought 300 yuan's watches sold best in Pinduoduo, and it would be good for 800 yuan to sell five or six yuan a day. I didn't expect to sell twenty or thirty yuan a day." He has been in contact with e-commerce for more than ten years and has never seen a new store start so fast.

After two months of operation in Pinduoduo, the number of fans is small, but the monthly sales are almost the same as those of traditional e-commerce companies that have been operating for many years. On the contrary, for Pinduoduo, bringing luxury electronic products to "ordinary people's homes", even if the price is reduced, will help to upgrade the platform category brand and increase the customer unit price.

Later, Wang Zelong came up with the idea of live broadcast.

Beginning in mid-July, he asked the customer service to broadcast Pinduoduo live for 6 hours every day. The anchor will explain in detail what kind of scenes and people each one is suitable for. The average audience in the store is 2000, but it can drive thousands of GMV, accounting for at least 30% of the whole day's sales.

"A live broadcast every day, Pinduoduo's sales in July are close to 700,000." Wang Zelong is very proud of this.

However, after-sales service is the key to electronic products with higher customer price. Seagull Watch flagship store not only has genuine guarantee, but also considers consumers' feelings in terms of worry-free return, extended warranty for one year and delivery insurance. In this way, the user's stickiness will be enhanced, and the old will bring new proportions.

Later, it officially settled in Pinduoduo in 20211seagull official flagship store. In two or three months, the monthly sales have reached nearly one million. The person in charge of the e-commerce of Seagull Watch said that the social nature of the platform has better split the fans of Seagull, which has also greatly promoted sales. In particular, new national fashion products such as the battle of Changjin Lake, Heart Design series and Ocean series are deeply loved by consumers and become explosions in stores.

Relying on natural traffic and high-frequency live broadcast, the business of Seagull's official flagship store and several distribution stores is booming.

Not long ago, Seagull also invited Wang Wenxuan, general manager of Tianjin Seagull Watch Technology Co., Ltd., to be a guest in the live broadcast room, and shared the development history of Seagull for 2.03 million netizens, and explained the design concept of military watches series in the battle of Changjin Lake in turn, and presented excess benefits. Netizens also said in the live broadcast room that "the light of domestic products must be supported."

In fact, Seagull Watch has found a new channel by using Pinduoduo's transformed Internet. On the other hand, Pinduoduo brought the "familiar and unfamiliar" memories in the eyes of his parents to the eyes of young people, which enhanced the attraction of the platform.

In fact, in addition to seagull watches, many old-fashioned domestic products have embarked on the road of "rejuvenation" through Pinduoduo.

Participants in this "new national tide" include 100 brands related to household appliances, clothing and beauty.

Among them, Midea Group, as a traditional brand, entered Pinduoduo as early as 20 16. Wei Zhiqiang, vice president of China, once said, "Since we entered the company, the compound annual growth rate of Midea's product sales has reached 300%. In the past year, the Little Swan brand has achieved explosive growth from 0 to 2 billion on the platform. "

Today, Pinduoduo and Midea Group have reached a strategic cooperation with an annual scale of 654.38+0 billion. According to the agreement, the two sides will also carry out full-link cooperation in the fields of product customization, channel expansion, brand building, digital technology and intelligent manufacturing to promote the integration of digital and real.

In addition to high-order, low-frequency products such as Seagull Watch and Midea Electric Appliances, clothing, daily necessities and other commodities that consumers need are also using e-commerce platforms to reduce costs, increase efficiency and promote transformation.

For example, Ai Laiyi, born in 1997, was originally a foundry worker in Lishui, Zhejiang. Over the past 25 years, Aileyi has gradually completed the transformation from OEM to independent brand, and is a witness to the rise of China manufacturing industry.

In 2020, after Ai Lei officially settled in Pinduoduo, its official flagship store sales on the Pinduoduo platform increased by more than 260% for three consecutive months. In addition, after Pinduoduo officially launched the "2022 New Country Tide" activity this year, Pinduoduo helped Ailaiyi to become a new country tide brand in the fields of design and development, manufacturing and brand building. The "Dunhuang joint name" in the live broadcast room has also become an explosion category of platform down jackets, especially favored by young female users.

Libai, a well-known time-honored brand, also turned its president, Chen Zebin, into an anchor with goods in this activity, and sent a welfare package to netizens in the live broadcast room. Many products of Libai have been swept away due to secondary subsidies, explosions and other activities, and some products even have a preferential margin of more than 40%.

During the live broadcast, Chen Zebin also selected Huawei mobile phones for lucky netizens, which directly ignited the atmosphere in the live broadcast room. Netizens swiped the screen to "support domestic products" and "domestic products are really fragrant".

Pinduoduo directly connects many industrial belts behind food, clothing, housing, transportation and use, which not only gives incentives, but also helps brands to show their cultural style and carry out product innovation. These measures are reproducible, referential and innovative for the old domestic products in transition. In the future, there may be more time-honored brands of clothing, home appliances, beauty cosmetics and other manufacturing industries with different vitality on new e-commerce platforms such as Pinduoduo.

As a new e-commerce platform, Pinduoduo also has the responsibility to help these old brands achieve breakthroughs and dare to compete with overseas brands. Finally, let them find the development direction of "Made in China" in the homogenization competition.