External, overseas purchasing, the rise of overseas purchases, and the new situation of anti-corruption and honesty are a severe test for the development of this century-old Western brand in China. Internally, innovation is insufficient and value preservation is not high. The flying situation accelerated this Waterloo. External, overseas purchasing, the rise of overseas purchases, and the new situation of anti-corruption and honesty are a severe test for the development of this century-old Western brand in China. Internally, innovation is insufficient and value preservation is not high. The flying situation accelerated this Waterloo. Text – ‘Xiaokang?’ Caizhi reporter Yuan Shuai The first time I noticed that the name Cartier was five years ago when I watched ‘Love for Love 33 Days’, the supporting actress in the movie commented on Cartier: ‘The kind of upstarts can’t temper.’ However, in an interview with Cartier After a deeper understanding of the entrepreneurial and business story of Cartier and his descendants, the London headquarters only wanted to feel ashamed of the ‘ignorance’ of the characters in the play. A journey of a thousand miles begins in Paris Time and space turned back to France in 1847, Philip I released a commemorative sample coin, the first news photo in history was born here, Napoleon’s second Queen Mary? Louise died… Cartier was formally founded. This year, the brand founder Louis-François? Cartier (Louis-Francis Cartier) took the No. 31 shop in Rue Montorgueil from his master. This small shop became the birthplace of Cartier, which is still popular around the world for centuries. In 1856, Napoleon III came to power, and the romantic capital after the turmoil finally restored the former glitz. By chance, Cartier received the appreciation and recommendation of Napoleon’s young cousin, Princess Mathilde. Since then, the business has increased greatly and has gradually entered the French royal family and the upper class. In 1899, Cartier moved the store to the most fashionable Peace Street in Paris. The area is also the center of the city where the elites gather. The celebrities from all over the world are constantly coming here. As the saying goes, ‘It is easy to fight the mountains and rivers, and it is difficult to defend the mountains Replica Love Bracelets Cartier.’ Louis-Ferrandova? Cartier’s son, Alfred, and his three grandchildren, Pierre, Louis, and Jacques, not only kept their good looks, but also built the Cartier Empire. Although Pierre, Louis and Jacques are in Paris, they look at the world. All three people uphold the same fearless and innovative spirit. For the family business, they have left their hometowns and went to three different countries. Later generations called them ‘the three brothers of Cartier.’ In 1904, Pierre and Louis embarked on a journey to Russia Replica Cartier Jewelry, and Cartier soon became popular with the Russian royal family. This country has also left a deep impression on the two brothers, bringing inspiration for creating many works. In 1902, Cartier expanded its business to the United States and exchanged a pair of black pearl necklaces in exchange for the Morton Plant on Fifth Avenue in New York as the US headquarters. A few years later, the youngest of the three brothers, Jacques, began to expand and operate Cartier’s business in the UK. He quickly established a large customer network for Cartier, including many of the most expensive Indian princes. Cartier’s exquisite craftsmanship and unique style have made India’s state lords greatly dumped. They handed their collection of Jane gems to Cartier’s jewelers to create beautiful and modern jewellery. This has also spawned a passionate friendship between Cartier and India.
In 1911, Cartier established an office in India. From 1904 to 1939, Cartier received a total of 15 royal commissions, respectively, which designated Cartier as its royal jeweler, many of whom had custom-made precious crowns in Cartier. As a leader in the jewellery industry, Cartier has witnessed many romantic stories, such as the Duke of Windsor, the United Kingdom, the Prince of Monaco, Lanier III Replica Van Cleef & Arpels Jewelry, to the American actress Grace? Kelly proposed marriage. Continue to write wonderful chapters in the UK Cartier’s first store in the UK opened on New Burlington Street in 1902, where Garland-style Cartier jewelry was seen. This style was particularly popular at the time, and was rated by the nobility as a high-ranking lady ‘connecting Cartier and Edward. The bridge of VII.’ Just two years later, London Cartier received the first royal authorization issued by King Edward VII, praised by the Prince of Wales, later the British Edward VII as ‘the emperor’s jeweler, the jeweler’s emperor’, this sentence Later, it became a true portrayal of Cartier’s close relationship with the king’s nobility. In 1909, Cartier moved to New Bond Street, a luxury flagship store, which became the British headquarters of Cartier. In 1911, the crown exhibition of George V, which was held here, made Cartier famous, and the British powers swarmed. Since then, Cartier has entered the upper class of the United Kingdom and has become the first choice for royal politicians. In the 1920s and 1930s, London Cartier began to shine. From movie star Fred? Astaire custom watches for his horse trainer, to Congressman Winston? The 21st birthday gift of Churchill’s son, and then to the celebrity Nanxun? Lancaster’s diamond-studded pearl necklace, London Cartier has won the favor of more celebrities and the admiration of the people. In the late 1930s, Cartier began serving the Duke of Windsor and George VI and was introduced to the new generation of British royal families. In 1976, Queen Elizabeth II issued a royal license to Cartier. Today, Cartier’s connection with the royal family remains as close as ever. In 1997, Arnold, Managing Director of Cartier UK Bamberg took the royal license from Prince Charles. In the same year, Prince Margaret hosted a Cartier exhibition at the British Museum. In 2011, at the wedding of Prince William of Wales in London, Catherine, who is about to become the Duchess of Cambridge? Middleton wore a Cartier crown made in 1936. This platinum crown was originally made for the Duchess of York and the next Queen Elizabeth, and Princess Margaret also wore it in 1955. The scrolls engraved on the crown form a halo, so it is also called ‘Halo Tiara’. Today, Cartier is no longer an exclusive product of the official. Whether you are in London’s famous shopping mall, Oxford Street, or at the world-famous transportation hub of Heathrow, you can see Cartier. But its most classic, it is the new Bond Street store after the renovation in 1998 – several storey storefronts and the headquarters decorated with ribbons wrapped in exquisite gifts, such a domineering move, only Cartier can do it. . The Chinese market is full of twists and turns In 1992, Cartier, which has six series of jewellery, watches, weddings, accessories, perfumes and gift boxes, used the watch as the entry point and set up its first counter in Shanghai, marking its official entry into the Chinese market. At that time, the price of a Cartier watch was equivalent to that of a Chinese average wage earner for several years. Even the total income that can be saved without eating or drinking for decades, gives the general public the most direct understanding of the word ‘luxury’. Everything is difficult at the beginning. Facing the newly-expanded luxury consumer market in mainland China, Cartier has spent a lot of money and manpower to cultivate and expand. All the way down the road, in 2012, Cartier’s store in China was as high as 224, ranking first in the ‘2012 China Luxury Report’, far ahead of the 142 of the second BOSS. However, too fast development is bound to produce a bubble.
In the following year, the number of Cartier stores has dropped by 10, which is unavoidable. At this time, Cartier faced the embarrassing situation of internal and external troubles: the external situation, the rise of overseas purchasing, the rise of overseas purchases, and the new situation of anti-corruption and honesty are a severe test for the development of this century-old Western brand in China; Insufficient innovation, low value-for-money, and the same street flight accelerated the Waterloo. Zhou Ting, dean of the Institute of Wealth Quality at the University of International Business and Economics, said that Cartier is one of the most successful jewellery brands in China in terms of marketing, consumer perception, and market share. However, in China, the number of stores is the largest relative to other brands, and the development is very rapid, and the network is laid wider than other jewelry brands. It enjoys the results of market sales feedback, while the brand value declines as the store expands and consumer perceptions expand. When the number of brands in the brand reaches three digits, it is a dangerous signal for the brand. Its brand value is not proportional to the development of a certain degree, but the reverse development will have an impact on its future development. Although this lesson is not very painful, Cartier is obviously more cautious and resourceful in the face of the Chinese market. In 2015, the new “Key to Time” Clé de Cartier series of K-gold and stainless steel watches entered the Chinese market in an unprecedented and innovative way – opening WeChat exclusive pre-orders. This online diversion target group, the practice of diverting sales to offline stores, connects online promotion with offline sales more closely, and O2O is a new experience for luxury consumers. In addition, although luxury sponsored movies are not new, they are always an effective way of publicity. Last July, the ‘Bride Battle’ starring Ni Ni was romantically staged. In this fascinating battle, the Cartier diamonds worn by the two brides became the focus of the screen, and the different personalities found their own ‘The One’ in the world of Cartier, the master of love. According to data released by the Riche Group, which is owned by Cartier, as of August 31, 2015, the turnover of Richemont Group increased by 16% in the first five months. Among them, Cartier is one of the main driving forces.