Tiffany's performance is often dramatic, as it is keen to film marketing, full of elasticity and tension.
1960s of a classic Audrey Hepburn's "Breakfast at Tiffany" Let the Tiffany jewelry Replica brand renowned overseas, greatly enhance the visibility and reputation. After a lapse of half a century, Tiffany old trick, monopolize "The Great Gatsby" in the power of luxury jewelry design, jewelry marketing its important to find an opportunity.
Behind the glitz of film marketing is Tiffany ups and downs of the results. Tiffany's first three quarters of 2012 to draw up a decline in performance parabola, first quarter revenue growth of 8% over the same period, a significant decline in the growth rate of 20% compared to last year. Second-quarter revenue growth slowed further to 1.6%, net profit rose 2 percent, but the ensuing third-quarter net profit was plunged nearly 30%. Although the fourth quarter holiday effect by means of slight increase of 1% compared with double-digit growth in other jewelry brand, Tiffany's 2012 net income fell 4 percent, slightly tragic.
May be paid off, the first two quarters of 2013, Tiffany ushered in a turning point, performance gradually rising. A quarter global sales rose 17%, net profit up 3% to $ 84 million, second quarter net profit rose 16% to $ 106.8 million.
Whether 2013 will be a good start for this Tiffany broad road towards performance rising or falling into the collective unconscious of the flash in the pan? Suddenly pick up and hidden behind how the mystery?
Asia Pacific, thriving, strong fine jewelry
Recently, Tiffany & Co. Replica Jewelry· Tiffany announced as the second quarter earnings on July 31, and achieved significant growth in financial results for the period based on income and high-end products in the Chinese market driven.
Tiffany's net profit rose 16% to $ 106.8 million and net sales of $ 926 million, less than market expectations of $ 941.4 million, but $ 887 million over the same period last year, an increase of 4.4%.
From the point of view of each sales region , Tiffany started the world's largest market in the United States are American , but the performance is not satisfactory Americas region . In the second quarter , the Americas increased 2% to $ 444 million , but its same-store sales were flat with last year , analysts said the U.S. performance dragged down by weak sales of low-priced jewelry . European market with 11 % increase in same-store sales growth of 8% , the depreciation of the Japanese yen because , although sales fell 14%, but increased by 7% at constant exchange rates , same-store sales fell 13 percent , an increase of 8% at constant exchange rates .
Although the American market is still weak , but the Asia-Pacific market performance enough exciting. Asia Pacific sales growth of 20% , on sales of $ 208 million , same-store sales growth of 13% . Driven by strong performance in Greater China , Asia-Pacific excluding Japan in the first half of sales $ 432 million up 17% , same-store sales in the first half rose 11%.
Greater China 's brilliant performance , so Tiffany started to increase the expansion efforts in China . In May this year , Tiffany opened its first store in Xi'an , an area of 93 square meters, entered the second and third tier cities in the west .
In addition, during the period is still Hong Kong, Italy and Mexico each opened a new store , as of July 31, 2013 , the world's total number of stores to 277 , compared to 260 .
For the results achieved in the first half of 2013 , Tiffany & Co Chairman and CEO Michael J. Kowalski expressed satisfaction , he said in the earnings report overall sales growth in line with the Group's expectations, outstanding performance in most areas , senior jewelry series is particularly strong, especially the good news is The gross profit margin of 56.3% from the same period last year rose to 57.5 %.
Vigorously Marketing: dance + video
In 2013 , it was established 175 anniversary of the brand , even poor marketing Tiffany began with great fanfare as the birthday of the brand .
After obtaining a good start in the first quarter of this year , MichaelJ.Kowalski said: " We are very pleased this year to achieve such a start global sales exceeded our expectations, allows us to improve the sales leverage on fixed costs , in addition to achieve a profit growth . we use the highly successful BlueBook dance and film premiere , " the Great Gatsby " as Tiffany 's 175 birthday celebration - the hero of the film is designed to wear jewelry . "
In April this year , Tiffany Blue Book Prom at Rockefeller Center in New York held that night , about more than 400 celebrities gathered in the dance , Chinese actress Carina Lau was invited as the only Chinese movie star to attend. Obviously , such activities do not have much impetus to the Chinese market . But some people think , the performance boost is largely due to propaganda Tiffany made around the film " The Great Gatsby ."
As the opening film debut this year the 66th Cannes Film Festival , " The Great Gatsby " , even if only seen the trailer , will be worn by the heroine impressed gorgeous jewelry , whether it is playing in the hands of the heroine " pigeon egg" , to participate in the dinner when Gatsby headdress , or a variety of earrings and bracelets, full luxury bright , dazzling.
These are the Tiffany jewelry masterpiece , and " The Great Gatsby " author F.Scott Fitzgerald was a loyal customer Tiffany , Louis Comfort Tiffany , son of the founder of that time is also a leader in social circles in New York , Long Island , which makes the two cooperation seems to be adjourned to the front . Jon King , executive vice president of Tiffany & Co. called " natural fit ."
With the " Gatsby " release , Tiffany has launched a film with the theme of " New Jazz Age " series of jewelry. Recently, the " Gatsby " released in China , located in Beijing with Tiffany stores also launched the " Gatsby Jewelry Show ," has been pasted on the window containing the Tiffany jewelry poster. In addition to jewelry accessories, the movie " Gatsby " in the mansion, porcelain, silver cutlery and fine those shiny jewelry away people , also from Tiffany .
However, the growth performance of another " hero" is the Chinese market have to say , the entire first half, the Chinese market has become the engine of growth Tiffany results .
And this engine does not seem enough attention .
Foreign marketing big difference
China market due to the amount of base money to go
Tiffany its rival Cartier [ microblogging ] strategy in the Chinese market seems to be toward two extremes , in entering China more than a decade , Cartier crazy expansion in the Chinese market to lose ground, through advertising and a lot of marketing to get household visibility . And Tiffany contrary, marketing in China market tepid , store only half of Cartier .
In addition , more and more attention from the luxury brand of social network marketing perspective, Tiffany performance in foreign markets is also different .
Data show that in January this year, the most sought after luxury Official Facebook account information from : BMW , Tiffany and Louis Vuitton. Each of these three luxury brands harvested 130,000 , 140,000 , 160,000 "Like". Thus Tiffany dominated the U.S. market in the local popular .
But China 's social network point of view, Sina Weibo , for example, Tiffany Sina microblogging fans to 170,000 , while rival Cartier , compared with 480,000 fans . When reporters through private letters and official microblogging interactive Tiffany , did not get feedback. After the reporter was removed links to the Tiffany brand PR , as of press time ago , reporters have not received any reply .
Dean wealth Quality Institute Zhou Ting then do not think Tiffany's earnings growth from the movie publicity. "Although the entertainment market marketing will bring some impact , but I believe the Chinese market, the consumer, the intensity is not great, through entertainment marketing, film marketing is also far less than the impact of advertising on Chinese consumers , so if from marketing strategy perspective, I do not think Tiffany is a success . "
Zhou Ting opinion, Tiffany perhaps abroad do more marketing , but it is for the Chinese market, marketing efforts much smaller , far less effort and effectiveness Cartier acquired in marketing . "Now the so-called performance increase , partly because of China's luxury market capacity of the entire luxury amplification ; Second, some so-called big-name luxury goods consumer spending began to look the same but not so popular in high-end jewelry brand , Tiffany may just in line with this trend ; third , cost -based models of Tiffany 's relatively high, sales up in China is relatively easy to take the amount of "Zhou Ting told financial weekly newspaper reporter .
Cartier fought , would have difficulty maintaining performance
From the external environment, Tiffany benefiting the entire Chinese market capacity continues to expand, from the brand 's own point of view, but Zhou Ting think Tiffany Cartier Jewelry fake disk access part of the customer.
"Like Cartier -known brands such as Volkswagen slowly in the minds of consumers in the sense of worship reduction and the need for a high-end consumers , while not very popular brands , like Ferragamo will replace LV like as well." Zhou Ting believes to some extent , Tiffany 's high-end image and relatively small minority of high-end part of it to win the favor of customers , just to get a market opportunity , some high-end consumers may turn into Tiffany consumers. This is also a good explanation of the earnings report said sales of high-end products is on the rise .
In addition, there are many low-end Tiffany silver products and some basic models of metal texture , Zhou Ting that these relatively high cost of low-end products in the Chinese market, it is easy to take the amount , such as small silver , necklaces , rings and other public can affordable products , to a certain extent, also contributed to sales.
Speaking from the gross profit margin in the third quarter of 2012 experienced a slump after the second quarter gross margin of 56.8% this year and last year. And the improvement in gross margin , benefiting from price increases and raw material cost pressures to ease early ; But silverware sluggish sales of high margin sales to high- price, low-margin high-end products like tilt , the negative impact on the overall level of gross persists .
But Zhou Ting believes Maori jewelery brand is very high, and many OEM jewelry brand in the Chinese market a lot of jewelry brands in the financial statements when doing financial practices often diluted in the cost of the profit to cost way to reflect , it seems seems to be relatively low gross margin , but in fact is still high .
Zhou Ting said, many international jewelry brands made by Chinese companies for foundry industry is already an open secret , so that further enhance the jewelry brand profits, especially in China 's Guangzhou and Shenzhen , and even some small villages are in for jewelry brand do OEM .
Tiffany 's results to future sustained growth , Zhou Ting considered risky , " because there is more to Tiffany 's results benefited from market expansion, if it does not take the initiative to do some marketing and other services in support of China , in fact, If consumers find some of the more niche , more unique jewelry brand , will soon replace lost cartier love bracelets fake , so if it does not take the initiative to make the market or do marketing , it is not sustainable . "
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