In recent years, Kieslect has gradually made its mark in the smartwatch market. However, Kieslect did not release any new products over the past year, raising questions among many users and agents. To address this, we interviewed the head of Kieslect’s marketing department, who provided in-depth answers about Kieslect’s current development status, changes in market strategy, and future directions.
Q: We’ve noticed that Kieslect hasn’t released new products for a year, so is Kieslect preparing for a shutdown?
A: Of course not! Kieslect continues to make steady progress, and the year we spent is due to significant improvements made to our products. For example, this is the first time we have introduced the GPS feature. To ensure the stability of the GPS function, our engineers spent a considerable amount of time testing chips and GPS performance. Before the release of Actor and Ks3, individuals wore the watches daily while running, cycling, and swimming to continuously improve the monitoring capabilities of watches; to enhance the users’ interaction experience, the UI interface underwent hundreds of modifications. In 2024, Kieslect launched its flagship Actor series and the third generation of the K series, bringing an undeniable impact to the market. Many consumers who encountered these products for the first time even mistook them for those made by wearable giants like Huawei and Samsung. Doesn’t this prove that Kieslect’s year was well spent and is steadily establishing itself in the high-end market?
Q: The promotion style of this year’s launch is significantly different from the past. Has there been a change in the marketing department?
A: Yes, you’re right, the marketing department of Kieslect has undergone a reorganization. The focus of our promotions has shifted from the previous brand positioning to product features and user experience. In the past, we aimed more to promote the high-tech image of our brand to the public, but now we place greater emphasis on showcasing the actual performance of our products and documenting the real experiences of users. Kieslect firmly believes in the fairness of the market and the discernment of consumers. Therefore, Kieslect aims to tell the truth, and win the public’s trust through practical actions.
Q: In your opinion, Kieslect has made what change in terms of marketing and promotion?
A: In the past, we primarily shaped our brand image by showcasing high-tech terminology, such as promoting technology like GPUs. Although it seemed “impressive,” it created a distance from the everyday needs of ordinary consumers. Now, we prefer to focus on users’ experience, emphasizing how our products help users in practical scenarios, thereby closing the gap between the brand and its users.
Additionally, compared to the past, we now place greater emphasis on localized marketing. We have started sharing successful experiences from our headquarters with agents, guiding them to conduct more professional and precise marketing activities. Moreover, when agents are enthusiastic but lack resources, the headquarters will provide additional manpower or financial support to help shoulder the responsibility of regional marketing.
Q: Where’s Kieslect’s advantage compared to Huawei and Xiaomi? What’s the difference between your target customers?
A: In comparison to Huawei and Xiaomi, Kieslect’s advantage lies in its cost-performance ratio. We use the same high-end chips as Huawei but offer them at a more affordable price. Compared with Huawei, we have more diverse appearance options and fashionable designs, including round, square, and female models, which is able to suit different customers’ needs. In terms of target customers, Huawei attracts high-incom groups, and Xiaomi primarily attracts users through long-term accumulated “mi fans”, while Kieslect is designed for those who possess a high-end fashion taste, pursue high-quiality life, and would like to express individuality through distinctive design.
Q: We know that Kieslect released Actor and Ks 3 this year, and how will you define these two products?
A: As the flagship product of Kieslect, Actor represents the brand’s fashion-forward positioning, integrating the latest technology and showcasing exceptional craftsmanship, particularly in screen display and bezel design. The launch of Actor aims to establish Kieslect’s high-quality image and comprehensively showcase its reliable brand strength to users.
KS 3, on the other hand, is designed to capture a larger market share without targeting a specific demographic. It caters to both men and women across various age groups. Furthermore, KS 3 offers an alternative to Actor for those who prefer a square watch face and require GPS functionality. It boasts equally impressive performance and design but meets diverse user needs.
Q: What are your expectations for the launch of Actor?
A: I have high expectation for Actor. I hope it will not only boost sales for the brand but also enhance Kieslect’s brand image and market recognition through this flagship model. Specifically, its breakthroughs in screen display, bezel design, and GPS technology demonstrate Kieslect’s strength and competitiveness in the high-end market.Kieslect has gradually made its way onto the international stage through continuous refinement of its products and adjustments to its market promotion strategies. Whether it is the relentless pursuit of product quality or the meticulous management of market promotion, Kieslect remains dedicated to providing users with a superior smartwatch experience. In its future development, Kieslect will continue to pursue innovation, establish closer connections with users, and build an even more outstanding brand image.
