Discussion sparked by Rolex Inter-Gold Journal

In the past, friends and readers in the industry kept asking me why I didn’t open Xiaohongshu. In fact, I opened it for a long time, and I just posted shopping and sharing at random. Until recently, I wrote an article “Why I Don’t Recommend Rolex Gold Journal”, ushered in A screeching sound.

In fact, rabbit fans should be very familiar with this point of view of mine. I am a big gold labor lover. I will correct it here. This green piece is 31 mm, which was wrong before.


Of course, there are those who scold me, and there are those who fight each other. Occasionally, a few gold labor watch owners support me, and the excitement is really lively.


After reading all the comments, I walked into the Rolex store silently, looked at the steamed buns on the counter (the scary thing is, there are not many steamed buns anymore), and got a general understanding of the market changes in the past year or so.


In fact, when I wrote about Rolex a few years ago, I mentioned that the diary is a running product of Rolex, and the consumer group it faces is very large - but even the diary has to be ordered, and the gold diary has to be robbed. This is indeed the case. Only two years.


This gave me a new understanding of the head effect.


I think everyone should know my preferences - the combination of the gold five-bead chain (of course, many people say this is a classic, yes, but here I only talk about personal hobbies) I don't like the combination:


1. I personally think that the five-bead chain is relatively old-fashioned, and the design of the strap with gold is more obvious. 2. The so-called "once and for all" big gold labor, for many people, all gold is the final choice, then you can skip this intermediate transition choice.

Again, this is purely a personal preference discussion, not an opinion


However, the market for inter-gold logs with a base price of around 100,000 yuan is very large.


I probably collected the opinions of dozens of watch owners and summarized several reasons. 1. Because it is a Rolex, if you want to buy a Rolex at a price of over 100,000, the easiest choice is it. 2. I think that all steel is too plain and all gold is too high-profile, and it is just right to add a little gold to embellish it. 3. Some young people think that all-gold Rolex is very dirty (I believe this, after all, we have been young too, and it is very likely that it will be fragrant in a few years). 4. Some girls think that Jinjian is a good match (although I didn't see it).

In fact, in the final analysis, one of the simplest reasons is that buying a Rolex for 100,000 yuan is the easiest choice - even if you want to order, you can always wait.


Someone asked 100,000 yuan why not buy another brand? Because many people have no other brand in mind. Social media swiped to Rolex countless times, looked at pictures and planted grass, and did not have the patience to learn more.

For example, the brown-faced steel log of the drill ring I sent, many people have never seen it, and of course the store has no stock. It can be seen that those who can become popular models must have a certain amount of support.


The head brand effect I have said countless times in the past two years has been magnified to the point of being sought after in an all-round way - some people don't buy things anymore, as long as the brand has its own halo.


This is true of all leading brands, not just Rolex.


Business is too concentrated on the head, and naturally some brands will bring pressure, but there are also opportunities.


Judging from the market development in the past two years, brands have many ways to deal with the head effect.


The first category is to turn yourself into a head brand "Panman". Taking fashion as an example, Celine is gradually "Chanelized", but the price is basically 1/2 to 1/3 of Chanel's.

The same is true of watches. The limited production of Patek Philippe and Audemars Piguet also brings some brands a way to survive. Watches have to be bought. There are always people who don’t want to hang on the popular models that they can’t ask for.


Another tried-and-true way is to sell limited editions.


Rabbit has also seen the popularity of two limited edition watches recently - for example, I also participated in the online sale of Blancpain's previous submersible Aurora Green limited edition watch.

Limited to 100 pieces, only available in China


Of course, the result was empty (even if I prepared the money in advance and even filled in the address), the official data was taken in 8 seconds, but my estimate is that 1 second may be exaggerated, but it will never exceed 3 seconds.


A group of people who tasted the sweetness launched an attack on the Hublot Big Bang Unico summer watch a few days ago. China only gave 5 watches, which was also instantly sold out.

Compared with Blancpain's public and open purchase, Hublot still has a threshold - only open to watch owners with consumption records. But still can't stand the battle that the server will be squeezed out.


So writing here, I believe that everyone has seen the two major trends in the current watch market:


1. Overly focused head effect (even a little blind). 2. It is better to buy by mistake and never let go of the limited edition of popular brands (the demand for value preservation is greater than liking).


Therefore, for new watch consumers, the threshold for chasing popularity is too high.


In fact, I am a little emotional when I read various comments these days, whether it is seeing everyone "even if they can't figure out the style, they have to chase the gold diary" or seeing "the same style of Audemars Piguet's Wang Ziwen has risen from more than 200,000 to more than 500,000." .

AP26231, also called "Wang Ziwen" with the same paragraph


I used to think that the role of the Internet is to amplify people's personalities. Now, at least in the field of luxury consumption, I see more of a convergence - it will be quickly planted by a picture, but few people are willing to be in the brand The official website slowly browses and discovers.


Social media constantly repeats and reinforces some information - this is also the idea of making explosions. Explosive models are naturally beneficial to business, and many people are happy to see them rise.


But I still want to talk about it as usual, while the price is not too big, quickly start with things that you like and no one grabs, discount services are available, and you must cherish them (I have a new goal recently, everyone guesses).


Looking back at what I said today in a few years, it may be more emotional.

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