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Legends Made by 李平章 Li Ping Zhang 黄耀宗 Ng Yew Chong Brief of Rolex 1906 Founded by Hans Wilsdof 1926 First Waterproof Watch/Oyster 1950s Professional Series 1980s Deepsea Series Competition Analysis Selfactualization B of luxury products Needs to be fulfilled Esteem Needs needs asic spirit Love and belonging needs Safety needs Physiological needs NarrowCompetition Sense View：Analysis Horology Broad Sense View： Luxuries Competition Analysis Rolex Timekeeper Luxury （Autos/Clothing/etc.） Anything that fulfills customer needs (Awards /etc.) Competition Analysis China Timekeeper Market Competition Analysis 4 Swatch Omega Rolex Rolex Monopoly GroupsLVMH Tag-Heuer Vendome Cartier Market Share in China 25% Omega Longines 44% Rolex Tag-Heuer 11% 6% 3% 11% Tutor Else Market Share in China 60% 50% Rolex 40% Tissot Tag-Heuer 30% Cartier Omega 20% Tutor Longines 10% 0% 1995 2000 2005 2012 Market Share Worldwide 18% Europa：27% North America:18% Latin America: 14% 55% Africa: 2% Asia-Pacific:39% (China:12%) 4% 8% Omega Longines Rolex Tag-Heuer Tutor 21% 6% Else Luxury Marketing Condition in China China Luxury Market Growth rate 180 170 160 140 120 120 100 80 85 Growth rate 64 60 40 20 0 2010 2011 2012 2013e China Luxury Market 100.00% 90.00% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 87.10% 76.90% 84.30% 91.50% 82.50% 62.40% 1.84 1.73 0.54 1.18 0.96 0.69 2 1.8 1.6 1.4 1.2 1 0.8 0.6 0.4 0.2 0 Buying Rate Avg. Cost China Luxury Market Avg. Age of Luxury Consumers China 50 46.5 47.3 45 US 47 42.5 43.5 37.5 1980 1990 2000 2010 China Luxury Market In Brief Marketing Opportunity： Conversion from other categories New Rich Generation Distribution Producer-RetailerIWC Tag-Heuer Longines Omega • Franchised store:5 18 22 14 32 63 112 Producer-Vendor-Retailer • Shops by vendor:61 46 80 Distribution Custom-made （USD100000 above） Sales in China Greenwich series （USD20000 above） Custom 6%5% Oyster series（USD10000 28% above） Lower class（USD 5000 above） 61% Greenwic h Oyster Lower Marketing Rolex’s Achilles’ Ankle Marketing Earliest but the laziest Awful Public Relations Lack of Advertising Attacks Shop numbers Promotion Marketing 4P Theory Price: 15% Higher than its same-level competitors Place: Shops in metropolis Product: top level, but crushed by Omega Promotion: Every year’s sales Tu Hao 土豪 ネットの浪費家 Hillbilly Millionaire Arriviste Marketing “Made in China” 2000-2010 Over 400000 pirate Rolex copies in China Marketing Competitor: Omega Spokesman: 章子怡 CM（TVC）：4CMs 2012-2013 Ad Campaign 26TVs，including CCTV DM on 11 Newspapers Marketing Competitor: Tag Heuer 陈道明 豪仕造时势 慧者潜锋芒 2007-2012 Newly-open Shops(including vendors) 41 CM(TVC) in 2012 Brave Man Fights 3 CMs Wise Man Hides IMC——Online Ads/Promotion/DM/etc. Marketing Rolex’s Public Relations 2012-2013 Marketing ？ Daytona Explorer Dog Date Just Bubble back Star Cash Cow Marketing • Quality • Tradition • Brand Awareness • Rise of Middle Class • The lower trend of luxury consumer • Distribution & Delivery • Contacting point • Advertising & PB Strength Weakness Opportunity Threaten • Competitor’s plan • Brand Image’s threatens by opponents Marketing STP Model 25-35 35-40 40-45 45-50+ Merchant Scholar Politician Mid-Class 1st 2nd 3rd 4th Eastern Western Marketing STP Model 40-45 Life Experience Mid-Class Target 2nd Cities Western Capability on Shopping/Con cept Marketing STP Model Positioning: For those whoWant their esteem to beto fulfilled Rolex : the bestneeds choice keep your dreams. Want to be elegant by wearing a timekeeper with best quality as always Want to chase high quality of their, luxuries Want to retrace their dreams 謝謝！ ありがとう！ 감사합니다！ Thank You！ Merci Beaucoup！ Gracias！