Last year, according to China’s Future Luxury Products Ranking announced by Fortune Quality Research Institute, Seagull ranked 7th and was the only watchmaking company on the list. As a giant in domestic watches, Tianjin’s Seagull Watches (hereinafter: Seagull) will be listed in Hong Kong in 2015. At present, this domestic watchmaking company is making efforts to upgrade its products, contact investment and improve management in order to penetrate the capital market. Then, this year’s annual turnover may double; new markets created by movements and watches may have new opportunities. These ideas are derived from many facts. For example, some watches of international famous brands will also use the movement produced by Seagull; for example, Louis Vuitton also sent someone to contact Seagull to invest. Perhaps the Seagull taking off is still far from overlooking the earth, but its ‘China dream’ for listing and development should soon be realized.
On May 25, 2013, Seagull’s new store was located on Weihai Road, a well-known historical and cultural district in Shanghai. This is the third franchised store opened by Shanghai Seagull Watches in Shanghai after two specialty stores on Xinjiang Road and Fuzhou Road.
It is Seagull’s current style to actively develop the market and design and manufacture brands. However, relying on channel marketing and brand value to maintain the flight of Seagull, obviously this idea has lagged behind, not to mention that Seagull is developing in the middle and high-end direction.
Financial support is the source of power for a company. In the dilemma of difficult loans and financing across the country, it is only by itself and a partner that it is ready to fight the market. Such an egg-to-stone approach to work will certainly not be considered. To do this, Seagull must seek a breakthrough listing. This is also the idea of Lu Jun, the general manager of Seagull: ‘In 2015, Seagull will be listed on the Hong Kong Red Chip.’
‘At the current stage of the industry’s development, companies that rely solely on product sales for funding have clearly fallen behind the times. Products are now more like a platform, relying on the success of products to build the company’s advantages, and companies require capitalization The company’s re-IPO financing is much more efficient than the advanced form of product sales alone, ‘said Lu Jun.
For Seagull, which strives to become a world-class brand, going public is the next process that must be followed, and this is also the basic form of the operation of a global enterprise. Although some famous brands use Seagull’s movements in a large amount, the finished watch is not their own brand. Therefore, a key to Seagull’s development is to make good use of listing financing to strengthen its own brand and use the brand to tell stories.
Last year, the French luxury giant Moët Hennessy-LV Group Chairman Bernard Arnott, known as the ‘Wolf in Scarf’, also discovered Seagull’s future business value and sent someone to Seagull for Engage. Although no intersection has yet been established, Seagull’s strategy of adhering to the development of world-class brands has pushed Seagull to the threshold of localized luxury goods in China.
There are many examples of storytelling by brand. For example, coaches in the United States and Prada in Italy are telling history with brands. More importantly, the added value of this brand is the profit of a luxury product. The Wall Street Journal conducted statistics last year. American luxury brand Coach, Italy’s Prada, British high-end shoe brand Jimmy Choo, and American luggage manufacturer Samsonite have all publicly announced their listing in Hong Kong (this year, Coach , Samsonite, Prada have been successfully listed in Hong Kong).