‘We plan to expand the sales network, but as always, we will pay more attention to the quality of sales than the number of stores. We will open up markets in second- and third-tier cities with great development capabilities.’
David von Gunten, Chief Executive Officer, Audemars Piguet (Hong Kong and Mainland China)
The first time I saw David von Gunten, Chief Executive Officer of Audemars Piguet (Hong Kong and Mainland China), at the launch event of the Mission Hills Star Race, the tall and thin Van Gogh in a gray suit and a sports watch worn on the left wrist Especially eye-catching.
Born in 1972 in Switzerland, the Vanguard seems to have inherited the unique genes of Swiss love watches. After obtaining a bachelor’s degree in economics from the University of Neuchatel in Switzerland in 1997, he entered Omega as expected and began his incomprehension with top watches edge.
With a passion for the haute horlogerie business, Vanguard has performed extremely well, which has also given him the opportunity to take charge of multiple Asia-Pacific operations. And what he is best at is insight into the top watch market and superb marketing methods.
In 2002, the 30-year-old Vanguard ushered in the first peak of his career. At that time, he was sent by the company to Singapore and Malaysia to explore the market. With his knowledge of the Asia-Pacific market, he implemented a series of sales, pipeline and marketing measures to successfully create impressive results. In 2004, it was next in the Japanese market.
Fan Wei’s outstanding performance also attracted the coveted of competitors. In 2005, Haojue threw an olive branch and hired Fan Wei as its international sales director. The relationship with Audemars Piguet was in 2009. He was attracted by Audemars Piguet’s values, that is, upholding tradition, pursuing perfection and bold innovation.
Audemars Piguet entered China in 1999 and did not open its first specialty store in Ningbo until 2008. At present, Audemars Piguet has 20 specialty stores in China, 12 of which are single-brand stores located in Shanghai, Beijing, Hangzhou, Qingdao, Shenyang and other places. In July this year, it established a specialty store in Fujian.
‘We plan to expand the sales network, but as always, we will pay more attention to the quality of sales than the number of stores. We hope to further develop some markets with strong development capabilities in second- and third-tier cities.’ Fan Wei told Financial Weekly reporter.
Fan Wei divides work and life very clearly. He has many hobbies. He likes playing tennis, mountain biking, running, diving and golf. Perhaps so many sports have kept him full of energy to deal with China. This market of opportunities.
‘We are not affected by the economic downturn’
D: David von Gunten
J: Audemars Piguet entered China in 1999, but only opened its first store in Ningbo in 2008. At present, how many specialty stores does Audemars Piguet have in China? How is it going?
D: Audemars Piguet currently has 20 points of sale in China, of which 12 are single-brand stores. We plan to expand our sales network, but as always, we will focus on the quality of sales over the number of stores.
While Audemars Piguet has established networks in many important cities in China, we hope to further develop the markets of some second- and third-tier cities with great development capabilities.
J: Unlike other luxury brands, when Audemars Piguet chooses a store location in China, it starts in a second-tier city. Is this a unique strategy of Audemars Piguet?
D: Frankly, I believe it was based on a decision that we agreed with our sales partners. When we met a partner in line with Audemars Piguet’s philosophy, we decided to seize the opportunity to develop the market.
J: As the person in charge of the Chinese market, how long do you work in China? How to look at the Chinese market?
D: Even though I haven’t lived in China for a long time, in the past 13 years, I have been in contact with this place at work. I think China is a very challenging market. There may be great differences in culture and personality between cities, so a high degree of resilience is required when planning. But on the other hand, this market also has a very high return, as long as you find the right decision.
J: Facing the sluggish market environment, how will Audemars Piguet be deployed in China in the next few years? What is the goal?
D: I just mentioned that Audemars Piguet has always adopted a more conservative sales network decision, focusing on quality but not weight. Our goal is to provide the best customer service, which is what the brand insists on and values. Audemars Piguet has not been too strongly affected by the current economic downturn, which makes us more certain that the brand’s policy has been correct.
J: What makes Audemars Piguet’s ‘Royal Oak’ series unique?
D: The Audemars Piguet brand-the Royal Oak series is an iconic watch. Forty years ago, no one believed that a newly created watch could be sold for the price of a gold watch. Looking back, the unique design of this timepiece, the unique octagonal bezel and the distinctive strap, and its careful polishing have created the success of Royal Oak. Today, Royal Oak is still one of the leading timepieces.