[An Neh Ma Eh Sai?]- A mainland CHINESE maker confession...
I was browsing on the discussion threads on WUS forum, come across this site which makes mostly military themed watches and found this interesting announcement from their news page.Perhaps fellow brudders here might want to share their thoughts?
From: http://www.1927-81.com/zh-CN/displaynews.html?proID=100978798"133">[size=133]国产手表品牌的尴尬[/size]
发布日期：2011-08-05 点击次数：681 信息来源：蓝顿豪爵军表网
在中国有个有趣的现象，国人对洋手表品牌表是如数家珍，而对于国内手表品牌能说出来的却寥寥无几。而那些为数不多能称得上大品牌的国产表，占有的市场份额也是少的可怜。面对国外品牌的巨大压力和挑战，国内大品牌仿佛显得有点势单力薄。更不必提那些不计其数的小厂商和无名品牌了，在洋品牌独霸天下的中国市场，它们就连参与竞争的机会也很难得到。
"In China, there's an interesting phenomenon, when it comes to foreign watch brands, they could name it out as like counting their fingers. But when it comes to local watch brands, they could barely name a few. And those local made watches that can be considered as reputable ones, when it comes to local market penetration rate, is really little and pitiful. Facing the great pressure and challenge from foreign brands, local big names seems to be too weak in their abilities. Not to mention on those countless small manufacturers and their unpopular brands, in the mostly foreign brand dominated China market, when it comes to participate in the market competition is even lesser."
实际上，大多国内厂商都有想要建立自己品牌的迫切愿望，但是在创品牌的道路上如何争取国民之心却让他们心有余而力不足。
"In fact, the urge of establishing their own brand are the common dreams from lots of local manufacturers, but on the journey of self brand establishing, they're often filled with enthusiasm but lack of energy on how to win over locals heart."
那为什么会出现这样的局面呢？我们分析：从厂商的角度看，主要是资金。巨大的研发费用、犹如无底洞的宣传广告费用。有企业负责人就算过，光是计划在各大商场设点的费用都负担不起，更别提常期做个电视、报纸、网络全方位的宣传计划了。有上过电视直销的，有赞助过电视精彩节目的，可是真正能坚持下来的有几个呢？大多数在人们眼前一晃就过了。而业内那些极少数资金充裕、实力雄厚的钟表公司，也未必会把资金都投到这里，在当下的中国挣钱更多更容易的项目有得就是，比如房地产。笔者就曾经听一个小企业老板说过，公司一百多人一年到头辛辛苦苦赚的钱还不如老婆在家买一套房赚得多。这样的说法虽然听上去浮燥，但也的确是中国国内的真实写照。
"So, how did we got ourselves into such situation? Our analysis: From the point of Manufacturer's view, priority goes to funding. Gigantic fees on development and unforseeable advertising promotion fees. There was once a corporation in-charge made such count, it's unaffordable just on the plan to set up various retail booths in various big shopping centers and departmental stores, not to mention thru all network direction advertising and promotion plans such as on TVs or newspapers."
其次为产品特色。由于大环境的影响，本土手表大多停留在低成本运作阶段，相对于瑞士表历史悠久、日本表款式时尚新颖，中国手表的设计和研发仿佛是先天不足，只剩下跟风的能力。你抄我，我抄你，创意欠缺。这样就形成了一个恶性循环的怪圈：产品创意设计不足就难被消费者接受，只能维持低利润运作，而微薄的利润甚至无法支撑正常应有的研发费用。
"The next problem goes to the lack of features on local products. Due to the influence from the local society, lots of local timepiece mostly stuck on the capital and operation stage. In contrast to the long history of SWISS watchmaking, new trend in japanese styling, China watch design and development seems to be fall short in nature, hence leaving only the ability in copying. You copy me, i copy you, seriously lack of creativity. Such situation forms a bad cycle that's bad in nature: the lack of creative design on products gets negative acceptance from the consumers, which results in operation relying on low profits. And the low profits couldn't support on the normally required development expense."
从消费者的角度看，由于受到之前中国工业化落后的影响，国人总觉得国内品牌手表技不如人、质不可靠。无法形成对国内品牌的认同感。大多数人宁愿花出几倍的价格购买洋品牌，也不愿光顾价美物廉的国货。其次，本土品牌的确还存在着品质混乱、良莠不齐的现象，消费者只要有一次购买国产品牌的不愉快经历，以后也许就不会再次选择所有品牌的国产手表，这样的想法甚至也会影响到他周边的人群。
"From the consumers' point of view, due to feeling the effect of the poor development in China Industry, the locals would often feel that local brands are not competitive to others technically or un-reliable qualities. Hence, it can't get locals recognition on local brands. Majority of folks would rather pay a few times more to get foreign brands, rather than buying cheap and good local produce. Secondly, confusing and inconsistant qualities still exist in local brands. When a consumer have a bad and unhappy experience in buying local produce, from then onwards they won't patronize all brands of locally made watches. Such thoughts will also influence the people around them."
综上所述，本土手表品牌要崛起就意味着需要付出更多的努力和代价。诚然，就目前而言，国产品牌的手表品质与洋品牌相比还是有着一定的差距，但我们相信在不久的将来，通过国内企业的警醒和对市场的进一步认识，创出自己产品特色、品牌款式、质量风格甚至设计细节，提高自身的经营素质，建立完整、科学的市场营销与售后服务团队。针对消费者心理把握迎合，为企业品牌定位、定价、促销到整合营销。这样就一定会让消费者理性回归，让本土企业在这个全球最大的市场找到自己应有的位置。
"To summarize the above, lots of efforts and price will have to be spent if a local brand wants to emerge in this market. Frankly speaking, looking at the situation in front of us, qualities between local brand and foreign brand is still a large distance apart. But we believe in near future, thru local corporations alertness and further knowledge on local market, we will be able to create our own product specialty, brand stylings, qualities and even design details, that would further upgrade owns operation quality, establishing complete, scientific market sales and after sales service teams. Targeting towards capturing consumers' heart, establishing, pricing, selling and operation organizing for corporation brands. By doing this, we could gain back the trusts from consumers, making local corporations finding back their position in the world's biggest market."