Finland Suunto Watch Brand Expansion In China Strategy Research

The thesis comes from background of watch industry in China, through theunderstanding of foreign brand expansion, with experience of Finland SUUNTOdevelopment in China. The conclusion is watch brand should development in China underthe condition of country.At the beginning, the thesis comes out basic theory, out and inner environment analysisand different situation in china and abroad.SUUNTO China strategy include: competitors analysis, inner essence analysis, SWOTanalysis. SUUNTO China brand expansion method include: consumers first, Chineselimited product, outdoor luxury shopping experience, sporty ambassador and retail storesstrengthen.Shinning point in the thesis is watch distributors channel in China should havedifferentiation strategy, besides traditional counters new channel are recommended:Outdoor shops, Sporty shops and digital shops. Also internet channel is very important forbusiness.In China, we found consumers are growing up very quickly, they will not just payattention to price and design, suitable AD and comfortable shopping environmentdetermine the final successful deal rate.As China is becoming more and more important watch market in the world, increasingwatch brand start invest in business in China mainland, that also means we will have lotspotential to face up more fiercing competition, I hope this thesis could give those who wantto develop watch brand some good ideas and experience share.