Article by jswomen
With other “mont blanc” and, like Tony Lu Ci also like to interview montblanc props and equipment.MontBlanc eyewear His pockets do with hexagonal white star with a pen, the right-hand man wearing a Montblanc watch, white shirt sleeves trimmed with jewels glittering nail. “Now our products include writing instruments, jewelry ornaments, advanced watches, fine leather goods and other fields, while in 17 years ago, this is simply unimaginable.” Montblanc has been referred to the transformation of ups and downs, this is slightly inward The CEO appeared excited, “Can you imagine that now produces a sold 150,000 euros of the Montblanc limited edition pens, once experienced only in the stationery store to wait for clearance deal with it?” Of the last century 80′s, Mont Blanc in order to expand their business to begin production in the low-cost pen, brand value has plummeted. In the meantime, the rapid rise of the computer pen created a significant impact on sales. In 1987, Montblanc’s predecessor, President Norbert stepped in to restructure the verge of bankruptcy of the pen, this old shop. Norbert led to high-level first of all Montblanc fountain pen positioning transformed identity, a symbol of quality to them as jewelry for sale. On the one hand stopped in the low-priced products that require integration of miniature plants, enameled painted, inlaid precious stones and other ancient craft pens; the other hand, pen and higher prices more than doubled, to high-price strategy for saving brand image. “Norbert’s strategy to revive Montblanc. However, we immediately began a new round of reform, the introduction of diversified business strategy.” Then-chief financial officer, Tony Lu Ci, together with Norbert promote and participate in many of the Montblanc brand transformation. Montblanc in 1997 entered the watch market, has opened a prelude to Montblanc diversified. Until now, Montblanc has been involved in leather goods, jewelry, wrist watches and other fields, and even follow the development of other luxury goods industry, perfume, nail sleeves, sunglasses and other new products, expand non-pen class product line.MontBlanc eyewear Bei Lu Ci said, “For us, this is not revolutionary, but evolutionary. These years of experience of the brand transformation allowed us to recognize that the brand must be adventurous, but definitely have to follow the brand’s core spirit.” Accelerate the pace of the Chinese market Mont Blanc in 1995 to enter the Chinese market, now has more than 100 stores. “Two years ago the Chinese market, sales in the Mont Blanc of the entire international market ranking 10th, up to fifth place last year, this year is expected to enter the first three.” Bei Lu Ci said that the development of Mont Blanc in the Chinese market has begun to enter the fast lane, “Early next year, Beijing may also open a new larger store.” Montblanc is located in Shanghai CITIC Square, an area of 610 square meters of new stores is the Montblanc the world’s largest store. Tony Lu Ci, however, said: “Mont Blanc can not have too many big stores, because the markets throughout the world is different. In Beijing, Shanghai and other first-tier cities, will create a larger area of Mont Blanc flagship store, but more stores would be an area of moderate ‘shop in shop’. ” Most luxury brands entering the Chinese market, will initially select agents to help them develop new markets, distribution networks and unified logistics. Along with the deepening of understanding of the market the brand, they will choose their own operation, thereby reducing the brand’s business risks. In October 2005, Montblanc and gradually recovered over 10 cities in China’s power of attorney to turn off a number of stores, and gradually integrate stores in other cities. “Montblanc recovery power of attorney is an important reason is that we have in China, established a more mature sales network. Moreover, as a well-known luxury brand, Montblanc need to ensure that channels of the image and business philosophy, some agents that we could not too much trust you. “Bei Lu Ci, said:” At present we are in China, most of the store is already self-employed by the Mont Blanc, MontBlanc eyewear there are some agents in the care of the other stores. However, we will increase the proportion of directly managed. “But Bei Lu Ci also said that” the use of that mode of operation according to specific local circumstances, in the global market we have also found two kinds of Direct and agency business model. ” With many other big brands like Montblanc stores stationed in many shopping malls, but also has its own requirements. “First is the location, followed by location, or the third place!” Bei Lu Ci Montblanc to open up a site that stores the most serious consideration, “we will see the location of shopping malls in the city, there is a mall to us Location. ” “Of course, we have to take a look at the mall is there the same grade with our luxury brand.” Bei Lu Ci added, “Only a luxury it is impossible to create a suitable atmosphere of our sales.” Cultural marketing to enhance brand value Although the Montblanc’s product diversification strategy has been successful, but Tony Lu Ci have to admit that Vacheron Constantin watches and clocks, the leather Louis Vuitton, Cartier jewels are still in their respective fields occupy a distinct advantage. “Mont Blanc and other luxury goods is that the biggest difference: other holders of the prestigious luxury emphasized, while the Montblanc emphasizes a kind of cultural concerns.” Bei Lu Ci do not like to take Mont Blanc and other luxury brands do much comparison. The impact of culture and the arts Montblanc gradually penetrate into the design, production to sales, marketing, every aspect, or even fundamentally affect the business development strategy. Montblanc sells its products at the same time, has always been an active promoter of culture and the arts. Whether the design of pen models, named, or the preservation of contemporary culture and to promote, or substantial sponsorship and donations, Montblanc has maintained a passion for arts and culture. As early as 1920, Mont Blanc began to assist those writers, directors, painters and symphony orchestra; Montblanc introduced the first product line is named “Red and Black”, a black pen with red cap of a pen, obviously is also a novel by the same name impact. Now, Montblanc limited edition of Need for each year ink pen to mark on history, literature and the arts who have made outstanding contributions for the “German International Philharmonic Orchestra” performing arts sponsorship is sponsored by the cause of Mont Blanc model. In fact, the sponsorship of cultural industries have also been Montblanc a powerful weapon in the competition, in the Mont Blanc to open up new markets and create profits, and practice contributed. Sponsorship literature and art at the same time, Montblanc is creating a work of art. “Our products not only emphasis on quality, as well as its process.” Mouth of a tiny 18K gold pen, it requires up to 20 working procedure, most of which processes need experienced craftsmen by hand. Each pen is a high purity of gold production, the final refined and elegant engraving on the patterns. Pen in the process of grinding, artisans teacher will use his ears to hear, to determine whether the pen mill good; grinding is completed, and then hand to try, this process is completely relying on decades of accumulated master proficient feeling. “In order to ensure the process of first-class level, we have sent artisans salary is based on an hourly basis, and we do not ask them how much must be done one day, while requiring them to process must do the best.” Bei Lu Ci pointing to my own hands watch, “a watch need a craftsman division of work a week in order to make complete.”
With other “Mont Blanc” and, like Tony Lu Ci also like to interview Montblanc props and equipment. His pockets do with hexagonal white star with a pen, the right-hand man wearing a Montblanc watch, white shirt sleeves trimmed with jewels glittering nail
