As an Asian, I can testify to the fact that Cross do had some decent marketing here and trying ( if not that all successful ) to up market their product and their brand. That stated, Cross is not a new name here either and everyone sees it as a good if not exactly premium pen brand. The common notion is that Cross made great pens in their classic line but are not really that great up or down market. It would be hard for the market to accept paying 50% more all the way to almost double the price for a say 14K gold nib pen of like peers. which is what cross asking for in the market, this is pretty much the same for almost all the western brand. Waterman, Parker, etc and I am not talking about the top end price bracket, just the next step up market pen like the Platinum Century 3776, Pilot 74, or even Hero 100
The Asian market had one very fact that differs itself from the others, namely the market had its rather wide spectrum of pen mfr(s) itself and they do produce decent pens. So anything other than the top end premium luxury model, any pens from any European, or US Mfrs are facing competition that demand not just a name, but also of true writing performance and not hobby writing either. On that regard, the Cross and for the matter any mid range European or US pens are no better or worse than Japanese , Indian or Chinese and they are consistently priced at an disadvantage. Last time I check a Cross Botanica with just the steel nib would cost me more than buying a Platinum 3776 Century with a 14K nib, and the Platinum had more nib grind options too. I suppose the only selling point then is the aesthetics.
Going up market seems the obvious answer but how much space is left there ... I had to question that .. and what kind of offering can Cross ( or for that other brands too ) offers. When even past great names in this top end sector like St. Dupont, or Cartier are having their pens shuttered in sales; one have to wonder .. the point is up marketing is a strategy but how up market one want to go up market is something to ponder and while up marketing , how the mfr able to foster the name in their mid / non mass consumer mid range market would be a long term commitment that the brand need to made a judgement on.
Edited by Mech-for-i, 02 October 2017 - 23:32.