Top brand Omega opens its fourth store in Wenzhou

This week, the largest store in Omega brand Wenzhou has settled in Wuma Street Zhongbai Mall. From the initial 3.5 square meters of counters, the “desolation” scene of only selling one or two watches a day, to today’s four stores with a total area of ​​over 200 square meters, sales account for about 1/3 of the market share of the Wenzhou watch market, Omega. Become the largest watch brand in Wenzhou, and firmly sit on the top spot.

Don't hesitate to pay for promotion

To see today's glory, few people can think of Omega just entered the Wenzhou market when the "dismal." In 1994, Zhongbai Mall was officially awarded as the first Omega retailer in Wenzhou. At that time, there was only a 3.5 square meter counter and only one or two watches were sold every day. At the same time, Wuma Mingbiao City also set up an Omega Premium Membership Store, and its sales performance is similar to that of Zhongbai.

Wuma Mingcheng City Manager Tian Yuegang told reporters that because the radar entered Wenzhou earlier than Omega, at that time, Radar’s monthly sales were more than 100, while Omega had only a few dozen. Omega began to spend a lot of money to promote the media, light television advertising costs of more than 60 million. This situation has continued for 3 years. Of course, this is not without return. By 1995, Omega had been recognized and accepted by consumers in Wenzhou.

Improve the image of the store tree

When the brand was accepted by consumers in Wenzhou, Omega began to implement the next plan - upgrade stores. In 1995, Zhongbai Mall moved the counter inside the mall to Jiefang North Road, which opened the first store in Wenzhou, and its business area increased to more than 50 square meters. The renovation cost of more than 500,000 yuan should be a considerable number at the time, and no one watch brand has tried to open stores in Wenzhou.

In December 2000, Omega spent more than 1 million yuan to open its flagship store in Kai Tai Department Store. Mr. Li, a retailer, explained that although the traffic volume at Wuma Street was relatively large, the high-end consumption was still limited. In addition, extending the store to the mall is also a manifestation of the brand's maturity. Two years later, Omega entered the era.

The newly-opened Omega Zhongbai Store spent more than 100 million yuan, an area of ​​more than 70 square meters, and the flagship store had a fight. It also adopted the latest design style of the Omega brand. The consistent red LOGO has also been changed to silver. More prominent noble, elegant image.

Stars help move the crowd

In 1995, when Omega opened its first store, it ingenuity invited two guests, Ren Dahua and Qi Qi, to attract hundreds of people on the spot. This event not only allowed many people to see the stars, but also let them remember the Omega brand. The first attempt by the watch brand to take advantage of the celebrity effect has made Omega famous. One of the most expensive gold watches in Wenzhou was bought on that day.

When Kaitai’s flagship store opened, although it was still Ren Dahua’s invitation, Omega still attracted popularity. After the opening of the flagship store, an average of 80 watches can be sold in a month. At most, 120 stores will be sold a month, and retail sales will reach 2 million yuan.