Juan Carlos Capelli: High End Event Sponsorship Must Pay More Attention To Price Performance Ratio

Bundling with popular sports events is the usual way for many brands to increase exposure.

Sometimes, the competition between sponsors is fierce competition.

In October 23rd, Beijing will host the fifth Longines Beijing International Equestrian masters competition.

As a sponsor of the event for five consecutive years, Longines has been insisting on cooperation with other high-end events such as equestrian events.

According to Juan Carlos Capelli, vice president of Longines, the choice of partners should not be blindly pursued with high degree of attention.

In cooperation with sports events, brands are not only sponsors, but also participants.

In the context of widespread depression in the luxury sector, Longines insists on middle class consumption.

Capelli disclosed that Longines's sales in China this year will be a record high.

In the future, Longines will make more choices in the shopping center layout, interact with young people, and cultivate more potential consumer groups.

According to Capelli, the price range of Longines watches is maintained at 8000-3 yuan in China, which is still the case in the current environment.

According to the Bain Consulting survey, Longines accounts for more than 70% of the watch market at around twenty thousand yuan.

At present, apple led smart watches are having an impact on the traditional tabulation industry, but Capelli is not worried.

He thinks that smart watches are a good sign for more young people who don't wear watches.

At the same time, when young people step into maturity, watches are not only functional products, but also mature and temperament. An elegant and mature watch will become a necessity.

In 1974, Longines entered China, the main reason for Chinese consumers to accept and love it is its design and technology.

Since 2003, Longines's sales and sales growth in China has been the number one in the world.

At present, there are more than 320 stores and outlets in Longines, which are located in nearly 90 cities and regions in China.

Longines has not only sinks down its channels in China, but also interprets its brand connotation through cooperation with other high-end events such as equestrian events.

By October this year, Capelli had worked for Longines for 25 years.

In his view, Longines is loose and free.

And the working environment makes him happy. The company has many veteran employees like him, and the value of everyone can be realized here.

Loyal employees are also an enduring guarantee for the watch industry giants.

Capelli told the Beijing Commercial Daily reporter that his childhood was spent in a small town in the Swiss watchmaking center.

At that time, Longines was the most famous brand in this area. It was the dream of most people to work in Longines.

At the age of 15, Capelli spent four years in apprenticeship in the Swiss watch industry center "Jura Bernois".

In 1990, he went to Longines, a small village in Saint-lmier, to start his career.

At Longines, Capelli has worked in almost all marketing related positions including activities, advertising and communication services.

In 2002, Capelli became.

Members of Enlarged Direction.

Capelli said that his ability to work from an ordinary employee to vice president of the company is Longines's full affirmation of personal value.

"Longines attaches great importance to the value of employees, and we are all motivated to work here. This is also a guarantee for Longines in the past century."

Equestrian and Longines have their origins. As early as in 1878, Longines produced a time stopwatch at that time, which was engraved with a rider and his mounts.

In 1912, Longines cooperated with the international equestrian handicap for the first time.

Today, Longines's equestrian sports include field handicap, equine horse racing and endurance race.

Longines also hopes to promote equestrian sports in China by means of these equestrian events, promote the development of Chinese horsemanship, and let more Chinese consumers pay attention to Longines while understanding horsemanship.

and

Cooperation can increase the exposure and popularity of brands. It is the choice of many brands.

Capelli said that the choice of partners should not blindly pursue the high degree of competition, but choose sports events that match the brand's own value.

At the same time, when Longines is working with these sports events, it is not only sponsors, but also the timing and data calculation of events are provided by Longines, and Longines is also a participant.

"Longines has a long tradition in the field of sports timing, and continuous cooperation with high-end sports events is an important development strategy and pursuit for Longines."

Capelli said.