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

When the clock is turned back to the last century, it's a special taste for elders to wear a domestic Seagull watch. Even seagull watches are often used as keepsakes and sealed in wooden boxes.

Seagull watch, which was born in 195s, is now becoming a model of "new national tide" in young people's minds, and it carries the "China Core" in the film The Battle at Lake Changjin to convey the memory of the martyrs to the world.

behind the transformation of time-honored brands, there are naturally the pains of reform, the twists and turns of 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 195s, the watch industry in western countries was mature, and even sold well in China. However, there are only some clock-related parts processing plants in China. Until the end of 1954, in response to the slogan of "filling the industrial gap", Tianjin Watch Factory finally decided to develop its own watches.

With the advent of a 15-diamond mechanical watch, China ended the history of "watches can only be repaired but not made". It's just that the structure of this watch is copied from abroad, and the technological skills need to be improved.

Ten years later, the first self-designed "Dongfeng Watch" in China was successfully developed. Technicians dropped the finished watch from the fourth floor, and the watch still runs normally after free fall. In 1973, Li Xiannian, Vice Premier of the State Council, approved that "Dongfeng" watches could 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, it became a national brand with a complete watch industry chain.

Unfortunately, it didn't last long. In the 199s, electronic watches became popular all over the world. Seagulls also joined this wave, but with the gradual saturation of the market, the watch industry in China began to shrink.

At that time, Zhang Ke Xin was selling in Northeast China. He recalled: "In 1995, state-owned department stores stopped buying watches. After the financial crisis in 1997, a triangular debt was formed. The dealers owed us money, and we owed money to the upstream factories." He spent several years in the debt settlement department, responsible for debt collection.

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

In 27, Seagull finally conquered the tourbillon technology, the most accurate timekeeping device in the world today. After all, a piece of tourbillon weighs less than .4g, but it contains 7 parts. Seagull produces "three classic watches in the world": tourbillon watch, question watch and perpetual calendar watch. They are all hand-carved watches and watches of Pearl Lang art..

these products not only connect domestic products with international brands, but also skillfully integrate traditional art with high-end watches. Appearance, precious metals such as rose gold and platinum are used more and more in watches, and there are countless applications of China cultural elements.

After the second crisis, the seagull finished watch finally began to make a profit, and its sales doubled year by year. Parts production has not fallen behind: 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.

Now, Seagull Watch and its products focus on the combination of modern technology, and it is integrated into the modern trend in retro. For example, the one jointly signed with The Battle at Lake Changjin reveals a very strong military style from the inside out. The dial of the watch has a diameter of 43mm and a thickness of 13mm. It has a fine steel case. The whole outline is fresh and the style 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 filled with contour maps. There is a small card in the watch box, and the kraft paper is covered with the seal of "China Seagull". The overall tonality is unified, which shows the innovative meaning of its brand.

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

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 Guangchen, head of Seagull e-commerce, said, "At that time, a dealer wanted to open an online shop, and the salesperson signed the authorization letter at hand, thinking that maybe the inventory could be cleared."

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

at the suggestion of others, Wang Zelong conveniently opened a shop in Pinduoduo. It's just that he didn't expect that this move had an unexpected harvest of "unintentional willow trees."

Wang Zelong first tried to launch some watches with a price of four or five hundred yuan. In the first two months, the number of orders was only over 5. However, Wang Zelong took a fancy to Pinduoduo's low commission and strong subsidy of tens of billions. As a result, he applied for 4 tens of billions of subsidy pits before and after the brand settled in, and quickly started the store.

"Traffic broke out in June, the number of orders was close to 65, and the unit price of customers also rose to 88 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 1,2 yuan, while the price of other e-commerce platforms 618 is 819 yuan, and the ex-factory price is 7 yuan.

Wang Zelong admits that there has never been such pricing. In order to try out the money and support the new store, the result was more than expected. "I thought the watch with 3 yuan sold best in Pinduoduo, and it would be good to sell five or six yuan a day for 8 yuan, but 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 he has never seen the new store start so fast.

after two months of operation, the Pinduoduo store has a small number of fans, but its 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, is also conducive to upgrading the platform category brand and increasing the customer unit price.

Later, Wang Zelong gave birth to the idea of live broadcast.

from 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 2, but it can drive thousands of GMV, accounting for at least 3% of the whole day's sales.

"There is a live broadcast every day, and the sales in Pinduoduo in July are close to 7,." Wang Zelong is very proud of it.

however, after-sales service is the key for electronic products with higher customer price. Seagull Watch flagship store not only has genuine guarantee, but also takes into account 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, in November 221, the official flagship store of Seagull officially settled in Pinduoduo. 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 enabled the fans of Seagull to split better, which also played a great role in promoting sales. In particular, new national fashion products such as The Battle at Lake Changjin co-branded products, Heart Design series and Ocean series were deeply loved by consumers and became 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 invited Wang Wenxuan, the general manager of Tianjin Seagull Watch Technology Co., Ltd., to the live broadcast room, and shared the development history of Seagull for 2.3 million netizens, and explained the design concept of the new national tide of The Battle at Lake Changjin military watches and other products in turn, and offered excessive benefits to netizens. Netizens in the live broadcast room also said that "the light of domestic products must be supported".

In fact, Seagull Watch has transformed the Internet with the help of Pinduoduo and found a new channel. Pinduoduo, on the other hand, 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, besides seagull watches, there are many old-fashioned domestic products that have taken advantage of Pinduoduo to "rejuvenate".

There are more than 1 brands related to household appliances, clothing and beauty.

Among them, Midea Group, as a traditional brand, has settled in Pinduoduo as early as 216. Wei Zhiqiang, vice-president of China, once said, "Since we entered the company, the compound annual growth rate of sales of Midea's products has reached 3%. In the past year, the Little Swan brand has achieved explosive growth from to 2 billion on the platform. "

Now, Pinduoduo and Midea Group have reached a strategic cooperation with an annual scale exceeding 1 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, and promote the integration of digital and real.

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

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

in 22, after Ailei officially settled in Pinduoduo, the sales of its official flagship store on the Pinduoduo platform increased by more than 26% for three consecutive months. In addition, after Pinduoduo officially launched the "222 New Country Tide" campaign this year, Pinduoduo helped Ailaiyi 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 the explosion of the platform down jacket category, especially favored by young female users.

Libai, a well-known old brand, also turned its president Chen Zebin into an anchor with goods in this activity, and sent a welfare package to the netizens in the live broadcast room. Many Libai products have been swept away due to secondary subsidies, explosions and other activities, and the preferential margin of some products even exceeds 4%.

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

Pinduoduo is directly connected to a number of industrial belts behind food, clothing, housing and housing, giving incentives, and also helping brands to highlight their cultural style and carry out product innovation. These measures are replicable, referential and innovative for the old domestic products that are undergoing transformation. In the future, there may be more time-honored brands in clothing, home appliances, beauty cosmetics and other manufacturing industries, which can glow with different vitality in new e-commerce platforms such as Pinduoduo.

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