{"id":4840,"date":"2023-07-02T17:45:37","date_gmt":"2023-07-02T22:45:37","guid":{"rendered":"https:\/\/willardmanrique.pe\/?p=4840"},"modified":"2023-10-04T12:04:51","modified_gmt":"2023-10-04T17:04:51","slug":"fossil-la-estrategia-para-no-llegar-a-ser-un-fosil","status":"publish","type":"post","link":"https:\/\/willardmanrique.pe\/en\/2023\/07\/02\/fossil-la-estrategia-para-no-llegar-a-ser-un-fosil\/","title":{"rendered":"FOSSIL: La estrategia para no llegar a ser un f\u00f3sil"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-padding-top:0px;--awb-padding-bottom:0px;--awb-padding-top-medium:20px;--awb-padding-right-medium:30px;--awb-padding-left-medium:30px;--awb-padding-right-small:10px;--awb-padding-left-small:10px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1320.8px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_2_3 2_3 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:66.666666666667%;--awb-margin-top-large:25px;--awb-spacing-right-large:2.88%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:2.88%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;\"><p>El tiempo parece ser cada vez m\u00e1s importante. Solo China produjo 428 millones de relojes para exportaci\u00f3n en el 2021, siendo el principal exportador de estos art\u00edculos. A los prestigiosos y costosos relojes mec\u00e1nicos del siglo XVII y XVIII, se les sumaron en el mercado, durante los 60\u00b4s, los accesibles relojes de cuarzo, revolucionando y democratizando estos art\u00edculos.<\/p>\n<p>Si bien marcas de lujo como Rolex y otras tradicionales europeas lideran los rankings de montos de ventas; en el mundo los relojes inteligentes han cambiado el panorama de esta industria. El \u00faltimo informe publicado por Counterpoint Research se report\u00f3 que Apple ejerce una hegemon\u00eda en el sector de los relojes inteligentes con ventas que representan el 50.6% del total de relojes inteligentes premium a nivel mundial. Samsung, con un 22.3% se erige por encima de Amazfit, Huawei, entre otros m\u00e1s.<\/p>\n<p>Aunque las marcas de relojes de lujo tuvieron buen 2022 (las exportaciones de relojes suizos alcanzaron un m\u00e1ximo hist\u00f3rico de 21,630 millones de euros), la amenaza del reloj inteligente para la lujosa relojer\u00eda mec\u00e1nica y la de cuarzo -considerada gama media- es latente, al punto que muchos especialistas la han llamado una revoluci\u00f3n. Los relojes inteligentes han experimentado un crecimiento de ventas a un ritmo que casi alcanza el 30%. Y una de las marcas que ha sido de las m\u00e1s afectadas es la americana Fossil.<\/p>\n<p>Esta reconocida marca, que destac\u00f3 en la revoluci\u00f3n del cuarzo, ten\u00eda ventas anuales por 3,500 millones de d\u00f3lares en el 2014. Su declive frente a las innovaciones de los relojes inteligentes comenz\u00f3 a acentuarse al punto que al a\u00f1o 2020 report\u00f3 ventas por 1,600 millones de d\u00f3lares, cifra menor al 50% de lo facturado 6 a\u00f1os antes. Una marca que lleg\u00f3 a tener 152 tiendas minoristas y presencia en 121 tiendas de descuento pas\u00f3 a tener 75 tiendas en total, en el 2021.<\/p>\n<p>El grupo Fossil -que tambi\u00e9n fabrica Michele, Relic, Zodiac, Skangen y produce para marcas como Armani, Emporio Armani, Adidas, Burberry, entre otras- necesitaba reaccionar y por ello adopt\u00f3 una serie de medidas para luchar y permanecer en el mercado. As\u00ed, inici\u00f3 un plan de recuperaci\u00f3n lanzando su propia l\u00ednea de relojes inteligentes y ampli\u00f3 sus l\u00edneas a relojes tradicionales e h\u00edbridos. Su estrategia involucr\u00f3 tambi\u00e9n incrementar la venta por el canal e-commerce, tanto de relojes como accesorios (bolsos, joyas, cinturones, etc.) y atacar mercados en crecimiento como China e India.<\/p>\n<p>Fossil tambi\u00e9n desarroll\u00f3 el negocio de anteojos con licencia que represent\u00f3 aproximadamente la mitad de sus ventas en el a\u00f1o 2020. Todos sus productos se vendieron en 140 pa\u00edses de forma directa, con 23 subsidiarias y una red de 75 distribuidores. Adem\u00e1s, la empresa ha buscado asociaciones y colaboraciones con otras marcas y empresas tecnol\u00f3gicas para mejorar su presencia en el mercado de los wearables. Por ejemplo, Fossil Group ha trabajado con Google para desarrollar relojes inteligentes basados en el sistema operativo Wear OS.<\/p>\n<p>Aunque de manera tard\u00eda, Fossil apost\u00f3 por la innovaci\u00f3n, desarroll\u00f3 nuevos canales, productos, alianzas y mercados; reinventado su modelo de negocio. Esta estrategia se complement\u00f3 con el desarrollo de capacidades log\u00edsticas, lo que permiti\u00f3 seguir reduciendo costos y gastos aumentando as\u00ed su competitividad.<\/p>\n<\/div><div class=\"fusion-separator fusion-full-width-sep\" style=\"align-self: center;margin-left: auto;margin-right: auto;margin-top:8%;width:100%;\"><div class=\"fusion-separator-border sep-single sep-solid\" style=\"--awb-height:20px;--awb-amount:20px;border-color:rgba(40,45,51,0.1);border-top-width:1px;\"><\/div><\/div><\/div><\/div><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-2 fusion_builder_column_1_6 1_6 fusion-flex-column fusion-no-small-visibility\" style=\"--awb-bg-size:cover;--awb-width-large:16.666666666667%;--awb-margin-top-large:5px;--awb-spacing-right-large:11.52%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:11.52%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4844,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[20],"tags":[],"class_list":["post-4840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategias-comerciales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - 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