One day in 1990, Cartier was also the region-wide business sector into the work of Hue Lu Shanghai, a watch shop.
After waiting more than an hour later, all Hue Lu finally see the watch shop manager. Zibaojiamen later, the manager said: "What is the brand Cartier? I have not heard of. You're not one of the top ten brands, right?"

Subsequently, this person took out a watch brand profile with a lot of books, over and over again did not find the "Cartier" in the name, it all under the expulsion order on the Hue Lu: "the book are not found, it seems you do not famous. I am very busy, first say good-bye. “

15 years later, on June 25 evening, Cartier High Jeweler Appreciation Dinner at the Beijing Drum Tower area guanyuemiao held. Chasing light under the lamp, the models neck, wrist, head of the diamond jewelry that shines brilliantly:

Puma sexy charming design for the source of inspiration made the bracelet, a pair of cheetah kissing intimately with a 17.86 kit sapphire; expensive Tahiti pearl necklace, uniform color, size, quite; most attention The doubt is a mosaic of a heart-shaped diamond necklace, while the bottom is a mosaic of pink sapphire 20.35 karats, worth nearly 40 million Yuan ... ...

At the moment, is called "Greater China Cartier parents" of the Hue Lu full, with shallow smile looked around the T-station. 15 years ago, the scene has not happen again, in China's top jewelry market, Cartier has been far ahead. Luxury is a cultural

Last year in May, a planned 5 years of cultural development --- "The Art of Cartier" was held at the Shanghai Museum. Hue Lu all want to use these expensive and exquisite works of art displayed Cartier historical ties with China and promotes the Western area with luxury noble culture. As he told "Fortune" magazine editor in chief of the Chinese version Thomas Gorman stated in an interview: "Luxury is a culture."

That activity, as a continuation of last year, Cartier High Jeweler Appreciation Dinner chooses the Drum Tower in Beijing, organized by region guanyuemiao naturally do not have a purpose.

"China has a long history of royal culture deeply influenced here, China's customers care about the brand's history, and the history of Cartier linked with the European royal family. So, in terms of cultural background, personality and Cartier China is very fit. "Hue Lu all of the" Daily Economic News "said.

In 1990, studies from the United Kingdom returned to Hong Kong's Hue Lu into the banks all wanted to work, but then coincides with the Asian financial crisis, banks are large-scale layoffs, Hue Lu a chance all because of accident, into a Cartier. Dayton in Shanghai that "cold shoulder" inspired his fighting spirit, because within his jurisdiction, as regional sales manager of Cartier, he often would get the best treatment dealer.

The story of Cartier began in 1874, 29-year-old Louis - Francois Cartier took over from the master hand shop in Paris, and to his own name. A few years later, Cartier caught up with the good times, as Napoleon III in power, after Paris, after some turmoil, but also to restore the flashy weather. Cartier designed color gemstone jewelry cousin of Napoleon III won the favor of the Princess Motile, Empress Wu Jinni then caused the attention of business is rapidly booming up, swept the royal family and nobles in Paris at that time.

Since then, Cartier line of sight into the upper class, whose jewelry is also the direction toward the luxurious, soon were over in Europe, famous as far as Russia, India and South America. Ying Wang Aide Edward VII had appointed him the crown for the coronation of 27 produced for use, the European king rooms also issued certificates of appointment, so Cartier jewelry supplies become a real royal, Cartier has become a veritable "jeweler emperor, king of jewelers "luxury brand. Luxury does not mean expensive

As the Chinese market strategy Cartier promoters and implementers, all Hue Lu taste Cartier 15 years in the Chinese market ups and downs, but also witnessed China's top fashion goods market.

In order to enable consumers to gradually familiar with Cartier, Hue Lu was first brought to the mainland is not all Cartier's most high-end products. Frames, perfume, purses, pens, lighters these products is the subsidiary of Cartier into the vanguard of the Chinese mainland, of course, as the Cartier watches are among the main products.

However, as expected, all Hue Lu, as the road is not easy. When Cartier watch out the first counter, many people will watch more than 6000 Yuan pointed question: "Why cannot water your table? Why or belt form?" At that time, the price of many Swiss watches also more than 2000 Yuan, The Cartier sold in China is only the cheapest products. "At that time, I cannot come on to tell the customers that we value a thousand million products, or people definitely thought I was crazy." Hue Lu all with a smile.

Hue Lu all the Cartier's first retail outlets in Beijing Palace Hotel, and to here as a brand platform that is used to cultivate more consumers, rather than as a source of revenue. In accordance with his plan, Cartier starting from a relatively inexpensive product, coupled with large-scale promotional activities, brand image in-depth consumer mind, and then slowly raise the grade of product.

In 1996, the market is relatively mature; LU Hue-rounder began to replace the business Cartier jewelry mainly to the formal launch of Cartier to the consumer's core products.

Today, Cartier's position in the minds of Chinese consumers more and more Chinese customers a single transaction, the average price higher. "5 years ago, they bought 5 million rings, and this year they bought the ring of 25 million. Chinese consumers are now a special style, particularly the most interested in the material, 12 million of the clock do not think expensive. "Brought these, all Hue Lu made no secret of his joy.

However, he also said: "Asians used to be expensive and luxury link. Some people think that 80% of luxury price-related, this is indeed a still controversial issue." His comments just prove that the British "Economist" journal.

"Economist" the author said, the Japanese had been considered the most blindly consumer groups, and now has replaced the Chinese National People's Congress trends. When Westerners even more careful to purchase only those who know too much luxury, the Chinese people are attracted to those expensive brands, because brands like being shouted: "Look, I have money!" On display, rather than on need; value the price tag to bring satisfaction, not the brand of cultural understanding, this is the urgent need for Chinese consumers to accept the "luxury" the crux of Education. Cartier's three DNA

At a friend's eyes, all Hue Lu is a courteous gentleman, he loved golf, animal caring, retired and sit with the family when the likes of three pet dogs to play; but rivals appear, he is an emphasis on " speed "of the war will always put the leading rival as the first target. "We are absolutely not proud of, we several times faster than rivals, or even hundreds of times before they can." This is before he often repeated the language of the staff.

Hue Lu laying strong sales network is all the "killer", only last year, Cartier retail stores in China has increased by 7. This year, Cartier has opened six new China, and these shops are concentrated in the Northeast, such as Dalian, Shenyang, and Changchun. Hue Lu all told the "Daily Economic News", late in June, Cartier's second office in China has just set up in Beijing, the main job is responsible for the Northeast area of business.

Let go when the global luxury goods "Chinese feast," when Cartier increasing pressure, but after all, has entered the Chinese market for 15 years, a wealth of market experience is the biggest bargaining chip in the hands of the whole Hue Lu. When Hue Lu in Shanghai Street market development all the time, other brands do not think of China, the developing countries.

With a proud look, all Hue Lu said: "Now, we had more than 20 shops, many opponents also know Chinese market has just begun. May be when they open to the five stores, we have had more than 30. Our goal is a faster pace than other brands to the market leader. My hope when I retire, that Cartier is far to throw off rivals in China, running on top. “

This race will not stop. A Goldman Sachs research report: In 2004, China's top consumer goods accounted for approximately 12% of global sales, has become the world's third largest consumer of the top products. China is the world's top new product business park, at the same time, China, India to represent Asia for many international brands are also processed to outsourcing.

Not long ago, the British "Financial Times" host, "Daily Economic News" co-host of top fashion products FT Summit, Prada, LV and other companies are considering the question: in the end should be MadeinItaly? Or ProducedbyPrada?

All of this, all Hue Lu Seeing. However, he believes that outsourcing is the end product to consumers depends on the degree of acceptance; the key is to see that consumers are willing to buy the design style, or to buy the best quality. Such as watches, this year's Pasha Series of watches, and 10 years, Pasha has not changed much, just dials a number large; but cannot maintain permanent clothing styles change; otherwise consumers will find there is no novelty.

The jewelry, he explicitly told the "Daily Economic News": "lower cost by seeking ways to increase manufacturing profitability, this goal is neither desirable nor can we accent’s Top jewelry and clothing are completely different concepts, card to Yakin will not be the product outsourcing processing, as Cartier had three of the most important DNA, that is design, quality and workmanship, these three must maintain the original state, to ensure a place --- it was originally from France. "

"Economist" the author said, the Japanese had been considered the most blindly consumer groups, and now has replaced the Chinese National People's Congress trends. When Westerners even more careful to purchase only those who know too much luxury, the Chinese people are attracted to those expensive brands, because brands like being shouted: "Look, I have money!" On display, rather than on need; value the price tag to bring satisfaction, not the brand of cultural understanding, this is the urgent need for Chinese consumers to accept the "luxury" the crux of Education.