The Analysis of the China Market Environment.
中国的宏观的市场环境
The macro market environment in China
中国是拥有13亿的人口，GDP占全球第二位，并以年均8%的速度增长的国家，随着中国老百姓生活水平的提高，中国的奢侈品消费，目前已替代美国成为第一，现在人们对手表的需求已不仅限于计时的需要，而是集计时、多功能、时尚、身份价值于一体的个性化需要。在近几年的行业分析数据里，中国的手表年销量达到5,000万至万6,000万只水平。不过，中国目前平均每年每百人购买5只手表的消费水平较发达国家平均每百人年消费23只或较一般发展中国家每百人年消费12只的水平仍相距甚远，因此应当还有相当大的发展潜力。
China has a population of 1.3 billion. GDP ranks the second place in the world, and is growing with the speed of 8% average annual rate. With the improvement of living standards of the Chinese people, the Chinese luxury consumption, has replaced the America’s & become the first rank. the watch is now not only limited to the needs of the timing, but the personalized needs with the combination of timing, multi-functional, stylish, and identity value,
According to the industry analysis data in recent years, the watch sales volume in China has reached 50 million to 360 million every year. That is, average per 100 people buy five watches. However, it still has a great gap when compared with the developed countries, where average per 100 people buy 23 pieces watches & the developing countries, where average per 100 people buys 12 pieces. So there still exists considerable potential for watch development.
1、中国腕表行业分析
The Analysis of China W atch Industry
中国手表市场容量巨大。从2008年春天在瑞士举办的钟表展览会上获悉，目前中国已成为进口瑞士手表的最大新客户，中国市场对于瑞士高端手表需求在不断增加。
The capacity of China watch market is very huge. We get knowledge from the Watch Fair held in Switzerland in the spring of 2008, China has become the largest importer of Swiss watches new customers. The demand of high-end Swiss watches in Chinese market is gradually increasing.
近年，中国手表市场持续升温，其中高档手表市场表现尤为突出。一些经典款式和品牌成为注重身份和老板们显示文化品味、社会地位的有效装饰品。同时，随着中国高档奢侈品的消费体不断扩大，
高档表的消费文化也在孕育形成。尤其值得注意的是，上世纪90年代兴起的新富阶层对整个手表消费潮流产生了强大引导能力。
目前，市场上出售的手表类型主要分为三种：上班/商务型手表、休闲时款手表和运动型手表。
In recent years, China's watch market continues to heat up, especially in the luxury watches market. Some classic styles & brand watches have become the effective
accessories to show the identity, cultural tastes, and social status of the bosses. Meanwhile, with the expanding of the high-end luxury consumer groups, the upscale consumer culture is gradually formed. In particular, the new rich glass which rises in 1990s has a powerful guide influence in the entire watch consumption.
doctor朴信惠At present, the watches sold in the market could be mainly divided into three types: work / business type watches, casual watches and sports watches.
目前内地市场上，国产和进口的手表品牌大约有200多个，其中进口品牌60多个，进口品牌有：欧米茄、雷达、浪琴、劳力士、天梭、帝舵、梅花、英纳格、西铁城等；国产品牌有飞亚达、依波、罗西尼、天王、宝时捷、精铁时等。
So far, domestic & imported watches have more than 200 brands in the mainland market, including about 60 imported brands, like Omega, Radar, Longines, Rolex, Tissot, Tudor, plum, Enicar, Citizen, etc. Domestic brands include Fiyta, EBOHR, Rossini, king, Porsche, refined iron, etc.
随着近年内地消费者的消费档次和品味不断提高，对手表的要求也越来越高，使得市场上的手表产品正成为一种从传统走向时尚，从计时功能走向装饰需求，从使用价值为主演化到以品牌价值为主的特殊消费品。
As the quality & taste of mainland consumers are continuously improved, the requirements on the watches are higher and higher. The watch is developing from tradition to fashion, from the timing function to decoration, from the value in use products oriented to the special brand value-based products.
2007年10月间香港贸发局对内地8个城市居民进行了手表消费调查。部分调查结果总结如下：
The HKTDC makes a survey of eight cities in the Mainland residents in October, 2007. Part of the survey results are summarized as follows:
在购买行为方面，"款式合意"是购买手表的最大原因，认可该项的受访者比例达到49.6%；而"紧贴潮流"和"配衬衣服"已渐成为购买手表的重要原因，所占比例分别为29.5%和18.6%，这反映出消费者对形象的追求，而手表消费地性质也在满族这种需要。
In terms of the buying behavior, “desirable style” is the main reason for customer to buy a watch, the approval proportion of this option reaches 49.6%. while the “fashion trend” and “ matching clothes” will gradually become the important reasons of buying a watch, & share the proportion of 29.5% and 18.6%. This data reflects consumers’ pursuit of the good image, and the consuming nature of watch meets these needs.
在产品类型方面，最多人购买的手表类型为商务型，所占比例为52.7%；其次为时尚型，运动型，最后是珠宝型，比例分别为27.6%，15.8%和3.9%。商务型手表最受男士欢迎，女性和年轻人则较爱时尚型手表。
In terms of the products type, most people buy the business watch, it proportion is 52.7%, followed by fashion type, sports type, & finally the jewelry type. The proportion is 27.6%，15.8%, and 3.9%. T
he business watch is most welcome by males, while females and most youth love the fashion type ones more.
在价格方面，受访者被调查前的两年购买的手表平均价格为1493元，与02年调查结果相比上升超过50%。
In terms of price, the respondents bought watches at an average price of 1493 RMB two years before the survey. When compared with the survey in 2002, it increases more than 50%.
赵丽颖爸爸担心她入戏太深在品牌方面，此次调查与02年的调查最大的区别是消费者对品牌具有更大的关注度。02年调查显示有44%受访者不能说出所购手表品牌，而此次调查这一比例只有15.7%。
In terms of brand, the biggest difference between this survey & the one in 2002 is that customers show greater concerns on the brand. In 2002 survey, 44% respondents couldn’t say the brand of their purchased watches, while in this survey, only 15.7% couldn’t.
与作为身份象征的高档表形成鲜明对比，功能单一的普通手表被市场冷落。随着手机及
其他可以显示时间的电子产品的普及，人们不愿仅仅为了看时间而另外购买手表。
In stark contrast to the high-end watch which as a status symbol, the ordinary watch with single function is not popular. With the popularity of cell phones and other electronic products which can display time, people are not willing to buy a watch just to look at the time.
从市场上的实际销售情况来看，价位在201-600元的手表为最多的消费者接受，尽管销量和市场份额都有所降低，依然占据了近30%的总销量比重。而价位在1,001-5,000元的手表也有不俗的市场表现，且这个价位手表的销售量和市场占有率都在上升，说明越来越多的消费者倾向于购买中高档价位的手表。
According to the actual sales status, the watches at the price between 200 and 600 RMB are most popular. Though both the proportion in market and the sales are decreasing, it still has the proportion of 30%. The watches at the price between 1000 to 5000 RMB also sell well, both of its sales and proportion in market are increasing. It means more and more consumers will trend to buy the medium-high degree watches.
销售比重
Sales proportion个人简历范本
从市场上的实际销售情况来看，价位在201-600元的手表为最多的消费者接受，尽管销量和市场份额都有所降低，依然占据了近30%的总销量比重。而价位在1,001-5,000元的手表也有不俗的市场表现，且这个价位手表的销售量和市场占有率都在上升，说明越来越多的消费者倾向于购买中高档价位的手表。中国手表消费的市场容量大约在300亿-400亿元，其中，高档手表的市场份额大约在70亿-100亿元。同时，消费者对于进口名表的需求日益增强。
According to the actual sales status, the watches at the price between 200 and 600 RMB are most popular. Though both the proportion in market and the sales are decreasing, it still has the proportion of 30%. The watches at the price between 1000 to 5000 RMB also sell well, both of its sales and proportion in market are increasing. It means more and more consumers will trend to buy the medium-high degree watches. The sales capacity of Chinese watches is about 30 billion to 40 billion RMB, which High-end watches share of 7 billion to 10 billion RMB. At the same time, consumers' demand for imported watches is growing gradually.
手表款式分析
在手表款式中，以时装款式表和经典款式表最受欢迎。时装款式表不注重品牌，纯以彩和新颖的造型取胜。若加上一些功能如超亮夜视灯、倒数计时等则更符合青年消费者的消费文化心理。经典款式
表如劳力士、欧米茄，则以高贵、典雅的风格为主，成为注重身份、仪表的儒雅人士和老板们显示文化品味，社会地位的有效装饰品。由于不同消费的消费水平和观念不同，手表消费已逐步演变成多层的消费需求特如下：工薪阶层对手的需求是耐用、准确、不错的款式及价格适中，从几十元到二百多元是他们接受的价格，更新的欲望并不强烈，国产品牌和组装品牌是他们选购的目标。
白领消费者则以款式和品牌为主，消费价位从几百元到上千元不等。他们一般都有几款手表，不同的场合、不同的季节，甚至不同的服饰佩戴不同的手表。
真正富裕的消费者，人口比例较小，高档、名牌的手表正是他们的首选。贵金属、钻石等制成的手表是他们显示身份、富有程度的一种需要，尤其在交际场合，洽谈生意、宴会等重要时刻，都要戴上名贵手表。
2、消费体
根据价格来定的消费体
二、市场机会分析
AIWA是()的缩写。AIWA目标是提升个人风气中的态度以及传统表业的个性。AIWA产品系列带着诱人的俏皮和谦逊，同样，AIWA并不介意以一种令人振奋的方式创造性地挑衅一下。每一块表都恪守其承诺，以一个先进的方式秀出你独立的风格和个性。戴上AIWA手表，你会兴奋地发现一个时尚，聪颖并丰富多彩的人。我们像每一个选择AIWA的人致敬，因为你们的选择意味着你内心里隐藏着一个犹如艺数学与应用数学专业就业方向
术家般的自我，正如我们一样。
正如AIWA的品牌和欧洲的市场定位来看，在中国的目标消费人主要是集中在年轻的具有一定收入的人。
Aiwa在中国市场的优势和劣势
A优势
1.中国的消费者非常青睐国外的手表，并认为国外的商品值得信赖，特别是欧美国家的
产品。
2.Aiwa手表个性化的产品设计，以及独特的品牌文化，在国内严格的区分其他的品牌，
具有一定的辨识度。谭维维老公
3.国内的其他品牌手表的目标消费人覆盖面过大，相当一部分品牌理念相互重合，而
且有些品牌覆盖的目标人越来越广，但对于细分市场没有深挖，对于Aiwa是一个机会。
怎么设置壁纸4.目前由于中国与日本的外交事件，会对日本品牌的手表产生一定的影响，也会给其他
品牌造成一定的市场机会。
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