Seagull breaks the circle of "rejuvenation" in the Dewu App: a new methodology for the old brand "inheritance" and "innovation"

Source: China Economic Network

As an opportunity for "rejuvenation" innovation, the long-established brands release their commercial potential and inherit cultural values. Recently, the long-established brand that produced China's first watch, Seagull, exclusively launched the first new tide watch series created for young people on the Dewu App, opening Seagull's first young trend product line. In addition to providing accurate young consumers and the starting position, the Dewu App allows the old brand to open up the commercial value-added space with a young vision, and inherits the charm of the old brand among young people.

Wang Wenxuan, general manager of Seagull Watch Technology Co., Ltd., said that Seagull is a traditional brand of craftsmanship, and the Dewu App is the vane of the young trend, the combination of the two, the traditional watchmaking process and the young trend collide to create a new spark, "In the future, the Seagull plans to continue to cooperate with the Dewu App in depth and launch more watches that are in line with the trend of young people." Mechanical watches will not only be in the traditional path, but also reach more young people by the App and push them to a broader market. It is reported that Seagull's first "tide table" series is named "Happy Shape in Color", on the basis of inheriting the core technology of Seagull, it innovatively combines the young trend trend of the App, enables sports style, integrates design elements such as black plating, night vision, and hollowing, superimposes interesting wearing methods, and the young tide is full.

New products that seize the eyes of young people and understand the needs of young people have made young people vote with "paying the bill", and also pointed out an effective path for the old brand "rejuvenation". The relevant person in charge of the Dewu App said that the understanding of young demand is used to promote the youthful innovation and diversified supply of the old brand, forming a dynamic growth of demand-driven supply and supply-creating demand. "In this process, Dewu has such an ability to use good products and services to link the two ends of supply and demand, which is the long-term mission of Dewu and the inevitable development direction."

Seagulls break the circle in the "rejuvenation" of the Dewu App

The national tide continues to heat up, and how to rejuvenate the "old brand" has become a hot topic at present. Many long-established brands have played "brand cross-border" to explore rejuvenation. Combing the step-by-step rhythm of seagulls in the Dewu App, the rejuvenation of the old brand has a methodology of "inheritance" and "innovation". "There is no doubt about the technical inheritance and cultural heritage of the old brand, the difficulty of breaking the circle of rejuvenation lies in understanding young people and creating new products that young people really like, and in the App that grows up in young people, these difficulties of old brands are solved." Industry insider analysis.

66 years ago, China's first domestic watch "five-star watch" was born in Seagull. For decades, Seagull has focused on independent research and development of core technologies. At present, for every 4 mechanical watches in the world, 1 uses the Seagull movement, and many high-end watch brands use parts produced by seagulls. "The rise of young consumption, the creation of products that young people like, and the ability of young people to feel the technological inheritance of the old brand through innovative new products, is the fundamental reason why Seagull Watch created and launched the first young tide watch series on the Dewu App." said the above-mentioned person.

It is understood that at the beginning of this year, seagull officially settled in the Dewu App, has been on the shelves of 9 series such as Fengmang, Ocean, Pilot, Giant, etc., harvested a lot of sales, in the long-established watch brand sales ranked first, and 85% of the purchase crowd is after 90. This gives Seagull the confidence to cooperate deeply with the Dewu App. The insight of dewu App on the trend of young trends has further contributed to the innovation of The Young Trend Product Line of Seagull.

"The skeleton series is the most popular. The barrel dial, the sporty style, the details of one table and two belts that can be replaced according to the wear, are all designs that fit young people," said the person in charge of the seagull. "On the DIY lucky bracelet that comes with the table, the smiling faces, likes, 666 and other logos are all the language of young people, making them feel kind and interesting."

Industry insiders said that the in-depth cooperation case between Seagull and Dewu App has aroused widespread concern in the industry, especially to provide inspiration for many national tide time-honored brands. Dewu App not only provides accurate young consumers, but also allows the old brand to harvest the young vision, and releases the commercial potential of the old brand in the dynamic trend research, flexible new product design and supply, launch channels and resources, etc., "Which is also the charm of inheriting the old brand among young people." From this point of view, it is very meaningful. ”

In addition to the old brand, many national tide brands have also launched new products that meet the tastes of young people through the Dewu App, opening up market increments and rejuvenating new vitality. On New Year's Day this year, ANTA exclusively launched the KT6 technology boots "Koi" new color matching on the Dewu App, which accurately targeted young people's love for the national tide culture, and adopted the traditional image design of "carp leaping dragon gate" in the application of technology-sensitive sneaker technology. The traditional element of koi, derived from the classical myth of riding carp into immortals, carp leaping dragon gate, etc., but extends the new meaning of "good luck" among young people, and the new products are sold in the Dewu App at the beginning of the new year, because of the meaning of good luck in the year, they are favored by young people, and achieve sales growth during the New Year's Day to the Spring Festival.

At present, dewu App has emerged national tide brands covering shoes, clothing, bags, watches, accessories, fashion art and other categories, not only Classic brands such as Li Ning and ANTA; Guuka, PCMY, LNG, Xijia Watches, Kaitian Studio, JRs and other national tide and cutting-edge designer brands, all of which take dewu App as the position of launching young trend new products.

Inheritance and innovation, the rejuvenation of long-established brands releases "cultural value"

"The value of the rejuvenation of the old brand, in addition to commercial considerations, the significance of cultural inheritance is also worthy of attention." The young generation pursues spiritual resonance and emotional identity, from this aspect, the App is actually helping the old brand to narrow the psychological distance with young people, the first diversified new products as a communication opportunity, the old brand into the daily life of young people, cultural values will also be released, which is also the opportunity that the old brand, including the national tide brand, should seize. The above-mentioned industry insiders said.

It is understood that before the launch of the new tide watch, Seagull led the young talents of the App community to visit the Seagull Watch Factory and the Seagull Watch Museum, and opened a door for Generation Z to understand the old brand by going deep into the first line of watch production. In the production workshop, young people not only experienced the birth of the first tide watch on the production line, but also immersed themselves in the brand history, movement research and development level and innovation strength. These young people have seen and felt the real-time App community, triggering more young people's interest and love for the old brand.

User Xiaoyu shared, "I had the honor to visit the factory of Seagull watches, for the first time to feel the charm of domestic products, the independent manufacturing of each fine part, and the strict quality inspection of each watchmaking link, which is worthy of our pride for domestic time-honored brands!" Xiao Chen shared a live video with the text "I entered the pit watch because my father always wears a seagull watch, and he told me that this is the brand that represents the Chinese watch, which makes me always have a deep affection for the seagull." Nowadays, Seagull watches have also produced new tide watches, which are no longer just the watches of the elders, but also the trend watches of those of us Chinese young people. Maybe this is a kind of inheritance, the Chinese style in the watch. ”

In the Dewu App community, including many national tide brands such as Seagull, through diversified graphic content, live broadcasting, interactive sharing, communication with young people, passing on brand story culture, and deepening emotional connection with young people. This cultural value becomes a deeper connection between the brand and young people.

The above-mentioned people believe that the development of the national tide in the digital age has produced close interaction with consumers, and in this process, it has constantly bred opportunities for product innovation, brand building and market scale. Whether it is a long-established brand, or a new national tide, actively embrace accurate online channels such as the Dewu App, aim at young consumer needs, and flexibly create new products that impress young people, which is the way to effectively expand brand recognition, and can continue to meet the young people's love and pursuit of the national tide, "The old brand does not need to blindly cater to young people, and the first variety of new products in the Dewu App, they find an organic combination point in inheritance and innovation, which is not only to activate the old brand to renew, but also the young inheritance of the national tide culture." This is the meaning of the rejuvenation of the old brand. ”