施华洛世奇英文

Daniel Swarovski
PROFILE
LOGO: The swan crystal logo of Swarovski is the traditional marker. And it is the symbol of Swarovski crystal elegant spirit .
Diversification strategy
1.Product diversification: Jewelry, pendants, fashion accessories, watches , furniture, decoration, figurines.
2.Broad areas of business: In each region for different product positioning, in order to increase their product sales, meet the needs of the different consumers.
✓1976:The first decorative crystal figurines with the hearts of consumers. Swarovski begins machine-cutting cubic zirconia.
✓2004:Swarovski develops the XILION cut.Through alternating facets of different sizes,the light is brought together,significantly increasing the brilliance of the crystal.
• Sports channels: 1、the Winter Olympics in 1976 ;"Silver Crystal" 2、Cooperate with LiNing
• Discount • Limited edition • Promotion in festivals
Strategy
Strategy
Combination of localization and standardization : 1.The localization of the sales team 2.The localization of the sales network 3.The localization of promotions 4.The localization of store design 5.The company direct management
Production locations（18） ：
Argentina， Austria, The Czech republic ， China ， France， Germany， Italy， India……
4P
PRODUCT
Design features 1、DIY crystal have their only mark and number. 2、Pure, unique cutting. 3、Noble, high-tech and creative. 4、Unique & fashion design.
DO YOU KNOW SWAROVSKI ?
Marking121
PROFILE
Name：Swarovski Country：Austria Creating era：1895 Founder: Daniel Swarovski Product series : Jewelry,
pendants, watches, furniture, decoration, figurines, fashion accessories
✓1931:Sewon crystal ribbons are launched,providing fashion and accessory manufacture with design possibilities.
✓1956:Together with Christian Dior,Swarovski develops the "Aurora Borealis" effect,a shimmering finsh that enhances the sparklr of cut crystal.
PRODUCT
•Diversification of products •Holiday products •Limited salBaidu Nhomakorabeas •Free signature gift bag & greeting card
PRODUCT
PRICE
PRICE
High prices
PLACE
PLACE
•The theme of the flagship •The brand store •The duty-free shop •The airport shop •The online shop
PROMOTION
PROMOTION
• Culture awareness: "Titanic" —— heart of the ocean
Let’s begin !
Swarovski history
✓1895:Daniel Swarovski founds company in Wattens,Tyrol,with the vision of bringing joy to people through crystal.His guiding principle is still followed by the company today:"To constantly improve what is good"