Like their parents to tell a child "cry wolf" story, for the children planted the seeds of honesty, and now companies are willing to use the story to spread its ideas, the seeds of the brand is rooted in the minds of consumers.
The story easy to remember, easy to spread; story close to human nature, more emotional and vitality given product; in this product is a high degree of homogenization of the era, the story is a useful tool to establish brand personality.
One is called "the emperor's jewelers, jewelers of the emperors" of the international top luxury brands over the past 160 years has been concentrated weave their own stories and use a variety of means to spread the. So, if some people think that, 160 years in business Cartier jewelry, watches and other luxury goods, it would be wrong, because in addition to these things, but more importantly, Cartier has also been running his own story.
Mining Story
Since its inception in 1847, Cartier has been working with the imperial family of aristocrats and celebrity’s countries have maintained close-knit and close contacts. For ordinary people, the royal family and the lives of the celebrities on the mystery and fascination. As a result, Cartier became every customer free of charge to its spokesman, this is the Cartier brand is an important source of the story.
No matter what channel you know from Cartier, one would hear such a story: in December 1936, following a bit less than a year to Britain's King Edward VIII and the twice-divorced Mrs. Simpson, the U.S. civilian woman were married, resolutely declared that abdication. King Edward VIII, George VI to the throne after his brother, gave him the title of Duke of Windsor. In order to express their love, the Duke of Windsor inspired Cartier company designed the Duchess of Windsor, four jewelry, namely the "Cheetah" brooch, "BIB" necklace, "tiger" long-handled glasses and the "duck head" brooch.
Because of its behind the beautiful, moving story, and "Cartier's first animal shaped jewelry" status, "Cheetah" brooch has almost become iconic Cartier products, but also thereby to Cartier's " cheetah "series product unceasingly the many newcomers favorite.
In fact, Cartier really booming business up and swept the royal family and nobles from Paris by Napoleon's younger cousin - Mathilde Princess of all ages began. Later, the British Prince of Wales Prince specially ordered from the Cartier 27 crown-shaped headdress, and he was crowned as Edward VII's ceremony, to wear. Two years later, Edward VII bestowed the Royal Cartier certificates of appointment. Since then, Cartier has been in succession in Spain, Portugal, Russia, Belgium, Egypt and the king room certificates of appointment to become the royal family's "Queen's jewels," suppliers.
These with royalty and celebrities of the story, not only brought to the Cartier business development, but also so that the brand Cartier greatly enhanced the value of premium capacity of growing.
Of course, in addition to the story behind these brands, the Cartier behind each product also has its own story.
Cartier's classic, such as the "Tank watch series," is to commemorate the "a war" in the tank soldiers, designed in 1919 for the first time sales, to the harmonious and simple shape has still sought after fashion. In 1924, Cartier is a famous poet JeanCocteau designed a unique shape and deep rich flavor of the Cartier ring......
"We do not specifically for a particular country or region of the consumer group designs. Because our customers know that Cartier is an international brand, if simply for a regional consumer design products, it will affect the image of the brand." Cartier Asia and China deputy general manager of North China, said Zhang Kai, "but we will design products from the culture around the inspiration."
In 2003, Cartier launched the "Kiss of the Dragon," jewelry series, all of their creative inspiration from the traditional Chinese culture and art, will some of the most simple everyday things such as wishful unusual knots, wind chimes, padlocks, as well as the classic "Dragon" style is interpreted as a symbol of happiness and good fortune, success and a permanent jewelry treasures.
Dissemination of the story
For luxury, the brand history, brand spirit is more important than the product itself. Therefore, the luxury market needs to select a good channel of communication with the spirit of the proper way to bring the brand to target groups with which to pass.
"Customers appreciate the Cartier bring quality of life and taste the same time, how to make them understand the story behind the brand and cultural heritage, it is very important. Thus, the consumers closer to the experience, like Cartier that there are nearly 160 year history of the brand will bring them the art of feeling. "Cartier Greater China chief executive Nigel Luk said.
For the small congregation to target customers for luxury goods, and can not be a wide range of channel construction to improve and consumers to meet the rate so as to achieve the purpose of dissemination of the brand. Even though China has entered a 15-year-Cartier So far, only 12 boutique shops - although this figure has been in the luxury brand is not much, but compared to the occupation of consumers rely on Distribution mental products, It is unambitious.
"We are the most important forms of communication, or the Tour and held for VIP customers a variety of new release and other activities." Zhang Kai on "Contemporary manager" says.
In May 2004, Cartier held at the Shanghai Museum, "Cartier Art Treasures Exhibition." Exhibitions include Cartier in the 20th century, 30 years to 60 years of historical figures for the legendary Duchess of Windsor, the design treasures, including her favorite leopard-type sapphire brooch; in 1928, the main Patiala state in India created by jewelry in the history of the world's most giant diamond necklace, as well as English King George V ordered the 19 crown and so on. That same year, Cartier's parent company Richemont is also attached to the Imperial Ancestral Temple Beijing held a "Watch wonders" exhibition.
"We have just successfully concluded by the end of January this year, which lasted more than three months Cartier" tank illustrious family, "traveling exhibition watch." Cartier Propaganda Department of the North China area manager, Zhang Xiaoyu, when talking about the tour is still very excited, "This is what we have been held in China's biggest tour."
According to Zhang Xiaoyu, the current exhibition through the 18 cities, including not only a city, but also including Dalian, Wenzhou, Anshan this two third-tier cities.
"These are cities of great consumption potential, growth is very fast." Zhang Xiaoyu said, "prior to the show every time we will be a very long period of time to research and preparation, found that the most suitable way to the Chinese market, choosing the most appropriate city. "
However, apart from these things, be able to make a tour more critical to the success, or should be reflected in the target customer's invitation, scheduling, venue services, and so these details issues.
"We will contact by staff and consumers, and the link with the mall to find what we want to invite the group." Zhang Xiaoyu said, "Of course, it accumulated many years of customers and a number of activities to get to know new friends is also the object of our invited Sometimes those who once participated in events held at Cartier person will recommend friends to attend.”
In each exhibition, detailed information on the activities naturally no less. However, Cartier there is even more special.
"The last tank traveling exhibition, we have met with a well-known watch connoisseur’s cooperation, specifically for this tour published a book in other books of the entire Cartier tank watches." Zhang Xiaoyu description: "He from a consumer point of view to introduce the product and his feelings on the product, which allows visitors to better understand our products. "
Of course, in the exhibition, interactive programs and displays of natural star also not small. "In particular, in the second-tier cities, star, or have a good effect."
In addition, in the exhibition, visitors can also bring a favorite photo Cartier tank watch. After the show, the staff of Cartier will put your photos in a very elegant frame where to send them. These "value added" services will no doubt affect the visitors, to increase their Cartier attention. It is understood that another of this year's Tour - Lu Yika Cartier watch round the tour has already started, following Lu.
Accelerate the opening of boutiques throughout the plan, has also become Cartier rate increases and to consumers and cultivate an important channel for our customers. "This year Cartier in China wants to open five or six boutique." Zhang Kai on "Contemporary manager" says.
The creation of the story
In addition to his own 160-year history, and with the royal family, the relationship between celebrities weave a beautiful, moving story, and through various forms of their transmission to the target audience, the Cartier also continue to "own" a number of fresh story.
In 1973, Cartier International auction in Geneva, bought back in 1923 created the first "Magic Charm clock" has become an antique Cartier collection room first treasure.
In the ensuing 20 years, Cartier antique collection chamber from a number of top international auctions and private collectors to collect more than 1,200 pieces of collection. Treasures collection through the organization of international exhibitions and other activities to the public Cartier tells a story of a fine about it, so that people in understanding the history of Cartier at the same time traditional and innovative design and feel of its brand value.
Since 1989, Cartier collections have been part of many world-class museum exhibitions, including a small palace museum in Paris, France, the Russian Hermitage Museum, Tokyo, Japan, and China Garden Museum, Shanghai Museum and
Cartier Love Bracelet White Gold.
In 1984, Cartier created the Cartier Foundation for Contemporary Art. Foundation in the world looking for original works, providing an artists to create and display space, therefore, it has also become a variety of artistic forms of expression to the collection.
Although the Foundation itself is a purely for the promotion of modern art, there is no commercial color organization, but for the Cartier brand, this is but it one more story, the story also made the Cartier brand is even more noble and purity.
"Every one brand should not be to tell stories and storytelling, but through storytelling, so that customers know what the brand with the brand proposition, customers in the consumer branded products will meet this kind of emotional appeal." Deeply Nigel Luk feeling that.
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