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In November 2022, a social media topic about watches suddenly exploded online. A netizen posted to ask, why do you feel that Chinese rarely wear mechanical watches? Does everyone like to wear a smartwatch? As soon as the topic was raised, it immediately sparked a heated discussion.
Because mechanical watches are too expensive, tens of thousands of them at every turn, too luxurious!
It's not because everyone can't afford it, a watch with a monthly salary of 5,000 means that it is only worth a quartz watch of a few hundred yuan.
How much is a month's salary, and I have to support my family, where do I get the money to buy mechanical watches.
Netizens gossiped and blamed the high price of mechanical watches and their own limited income. The words are full of helplessness and self-deprecation, and every sentence seems to label contemporary Chinese society as materialistic. But is that really the case?
1. The current situation of mechanical watches in China
In the mainland, the market share of mechanical watches is very small, and it can even be said that mechanical watches are a very niche product. According to the statistics reported in 20121, the sales of smart watches in China reached 34.5 million in the whole year, an increase of 21.5% year-on-year, almost eroding the entire watch market.
In comparison, the sales of mechanical watches are only 6 million, and the growth rate is far less than that of smart watches. In the low-end market, quartz watches also grabbed a large share by virtue of their price advantages.
For the average consumer, mechanical watches seem to have become an unattainable "luxury". On social media, discussions about mechanical watches are often accompanied by a bleak wind of ridicule.
You actually bought a mechanical watch for 10,000 yuan? It's better to buy an Apple Watch, and you can also measure your heart rate and make phone calls, many people in life always like to use the mentality of "can't eat grapes and say that grapes are sour" to guide others.
Second, the various opinions of netizens
Mechanical watches are too expensive and cost-effective In the complaints of netizens, mechanical watches are too expensive is the word with the highest appearance rate. An ordinary worker, with a monthly salary of only five or six thousand, has to bear various expenses such as housing loans, car loans, and children's education, where can he have spare money to buy a mechanical watch that cannot move tens of thousands?
And smart watches at the same price, which are rich in functions and can also show a sense of technology, are obviously more attractive to them.
Behind this is the "limit" on the level of disposable income of urban residents in China. Although people's incomes have been increasing in recent years, there is still a significant gap compared to developed countries. For most ordinary families, the luxury of mechanical watches puts them "off".
In terms of consumption concepts, pragmatism dominates, and it is difficult to gain recognition by spending a lot of money to buy a watch that can only read the time.
Mechanical watches are not convenient and practical, and the fast-paced life makes people more and more demanding of time, and they can't wait to race against time. In this case, smart watches cater to the needs of modern people with their rich features and convenient operation. In contrast, mechanical watches are somewhat bulky and inefficient.
Staring at the phone every day, what watch do you have to look at? The mechanical watch can't measure the movement data, and it's not as good as the Xiaomi Mi Band. You have to bring two watches when you go out, and it's troublesome to change the strap, so you can simply wear a smart watch.
The complaints of netizens reflect the changes in concepts brought about by the development of science and technology. At a time when intelligence and fast-paced are the main theme, the charm of mechanical watches is gradually fading.
Compared with the world's famous watch brands, the mainland's mechanical watch marketing and promotion expenses are obviously not enough, so everyone's awareness of the mainland mechanical watch brand is generally low.
Many Chinese people know a lot about Longines and Omega, but they know little about domestic brands such as Beijing, Seagull, and Ebbo. In recent years, the rise of smart watch brands has stolen a lot of attention, further exacerbating the embarrassing situation of domestic mechanical watches.
Our domestic mechanical watches are still in a very difficult situation in the face of major brands. How to survive and develop in the cracks is a problem that needs to be faced and solved urgently.
Mechanical watches are a niche hobby that is difficult for the general public to accept.
Due to their high prices and lack of cultural heritage, mechanical watches have long been a niche market in China.
Many people see it as a plaything for professional collectors and have nothing to do with their lives. Even among the middle-aged and elderly people who pay more attention to traditional culture, the recognition of mechanical watches is not high.
Similarly, such a low awareness situation also shows the "dilemma" faced by mechanical watch culture in the mainland.
Nowadays, everything is fast, fast food culture has become the mainstream of the moment, more and more people have abandoned the spirit of craftsmanship, and it is difficult for many people to stop and seriously appreciate the charm of mechanical watches. An invisible "wall" is formed between traditional craftsmanship and modern aesthetics.
3. Behind the scenes cultural and historical reasons
When it comes to the development of China's watchmaking industry, it is really full of twists and turns. However, don't underestimate the motherland's phenographic culture, as early as the Ming Dynasty, there was a high-tech product such as a self-striking bell. In the Qing Dynasty, there were many skilled watchmakers, and the craftsmanship was really a skillful workman!
After the founding of the People's Republic of China, the watchmaking industry took some crooked paths. In the era of planned economy, the state-owned watch factory was a standout and a leader. Don't look at the output a lot, but the variety is single, and the quality is not good. At that time, the watches that everyone wore were either devil watches or Soviet watches, so how could they have the opportunity to wear domestic watches?
After the reform and opening up, foreign brands came. Longines, Omega, Rolex, one is more foreign than the other, and they have snatched the attention of the Chinese people.
These big names have put a lot of effort into marketing, advertising, inviting celebrities, and holding activities, so as to build a straight image of the aristocracy. Where can domestic products fight, they can only hope to "cry out in despair".
In the 90s, domestic brands such as Seagull and Shanghai briefly rose, relying on cost performance, to grab a lot of markets. But with the take-off of the economy, people's income levels are getting higher and higher, and the requirements for brands are also rising. The cleverness of domestic products no longer has a market.
In the new era, the values of young people are quietly changing. The call for self-improvement of domestic products is getting higher and higher, and the sense of national pride is increasing day by day. Many people began to pursue domestic brands and support the national trend. But mechanical watches seem to have missed out on this wave of dividends and are still struggling.
At the end of the day, it's still a lack of innovation. Smart watches are all the rage, but domestic brands are slow to react and fail to seize the opportunity. When the Apple watch was born, what Xiaoxun and little genius were late, where was the opportunity? Not to mention those small factories that are still relying on copycats to make a living, they have long been eliminated by the market.
Traditional watchmaking techniques are also in danger of being lost. The older generation of watchmakers withered, but the younger generation had no intention of fighting, preferring to go to the code farmer Internet celebrity. Watchmaking schools can't recruit students, and many companies have no successors. If you don't pay attention to this craft, I'm afraid it will become a mastery.
However, it is not that there is no hope at all, and now the mainland's Seagull, FIYTA, and Beijing have launched products with a very sense of design and culture. I believe that in the near future, these brands will definitely achieve something.
Some cutting-edge designers have also begun to try to combine traditional aesthetics with modern styles, and have launched distinctive national style watches. These new forces may be brewing a change.
Fourth, the possibility of change
Is it really the end of the road in China?
Not necessarily! In recent years, domestic products have not been swishing upward, from popular lipsticks to Internet celebrity mobile phones, as long as the watchmaking industry is willing to use its brains, the future is still promising!
Some brands have never been slack, Blancpain and Jaeger-LeCoultre are relying on intelligence, and we can't lag behind. A while ago, Seagull launched a smart movement, which is said to be self-winding, more accurate, and can only be "unusual" by keeping pace with the times!
But black technology alone is not enough, and the brand image must also be upgraded. Look at Longines and Omega, what kind of traffic stars are invited, and the advertisements are called tall.
Domestic products can't be rustic, you have to invite some spokespeople with strong qualifications, and take some hard photos with style. Let's see, wearing a national watch can also be very stylish!
Cultivate more fans, these people are all true love fans. In order to buy a favorite watch, people can save money for a few months. This kind of fan economy must not be missed by the national watch brand. Hold more offline activities, build a forum community or something, let fans learn and communicate, and maybe tap a lot of potential stocks.
There is still a lot to be done to develop market segments. Now it's easier to make a name for yourself by focusing on a small area. For example, make diving watches and flight watches, which are exclusively for sports enthusiasts; Or make a national style series and take the Renaissance route. In short, you must find your own unique skills, don't always collide with others.
This is easier said than done. Change doesn't happen overnight, it takes time and perseverance. Sooner or later, domestic products will be able to "go out of the country and go to the world"!
This is not some fool's dream, but the trend of the times. We have 5,000 years of splendid culture, the inheritance of the spirit of craftsmen, and the support of hundreds of millions of consumers, so why not succeed?
epilogue
Mechanical watches carry a kind of culture and a kind of spirit. It is the craftsman spirit of excellence, which is what is lacking in this impetuous era. While keeping pace with the times, it combines intelligent technology, but also rooted in tradition and sticks to ingenuity.
Only by innovating in inheritance and inheriting in innovation can we realize the endless growth of culture and the evergreen foundation.
For domestic brands, challenges and opportunities coexist. Chinese people are becoming more and more confident, and national brands are ushering in a golden period of rise.
If the watchmaking industry can seize this opportunity to find a balance between traditional craftsmanship and modern technology, and to merge local culture with international trends, it will be able to reinvent its glory and create a new legend.
After all, a watch is not only a practical item, but also a work of art, a symbol of lifestyle. Each watch is a reflection of the watchmaker's wisdom and ingenuity. People who understand and love watches care about its function and appreciate its aesthetic and cultural connotations. This is something that smartwatches can't compare.
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Reference Links:
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