"turning away from the apparent safety of the herd" (parte II)

Há dias li e apreciei este caso "How Should an Understated Luxury Brand Compete Against Bling?" com um interessante dilema estratégico.

Um responsável por uma marca de luxo de relógios suiços preocupado com a falta de "bling" (falta de espalhafato, falta de kitch, falta de animação para ser conhecida no mercado chinês)

Ontem encontrei este texto sobre relógios de luxo produzidos no leste da Alemanha, "How Eastern Germany’s Watchmaking Capital Is Beating Switzerland":

"the town of 7,000 is home to the greatest concentration of world-class watchmakers outside of Switzerland - with a business that’s growing even as Swiss producers retrench.
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Glashuette produced more than 32,000 watches last year, with a total value of at least 500 million euros, according to analyst estimates. These aren’t Swatches: The town’s 10 watchmakers tend toward the high end, and the priciest local producer, A. Lange & Soehne, has built a reputation that rivals those of giants such as Patek Philippe and Audemars Piguet. Some of its watches top 1.9 million euros ($2.1 million), and its average price is roughly 50,000 euros.
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“Our customers like that not everyone knows what they have around their wrist," says Wilhelm Schmid, chief executive officer of A. Lange & Soehne. "We’re a very well-kept secret, almost like stealth wealth.”
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The German industry, though far smaller than Switzerland’s, is less dependent on sales to China, where the watch business has been hammered by an anti-corruption drive." 

Interessante como isto anda tudo relacionado. Voltando a "aumentar preços unitários ou reduzir custos unitários" ou lucro vs quota de mercado. Quando se opta por quota de mercado entra-se numa espiral perigosa, um atractor para o comportamento de manada. E quando se tropeça... parece que não se consegue voltar atrás com o abastardamento. Não é impunemente que se fazem estas asneiras.