On June 14, 2014, the official partner of the 17th Shanghai International Film Festival, the world’s top watchmaking brand Jaeger-LeCoultre (Jacques) was held at the Shanghai Film Museum on the opening day of the film festival. At press conferences and public auction dinners, Jaeger-LeCoultre’s close collaboration with the Shanghai International Film Festival began in 2011. At the beginning of the co-operation, Jaeger-LeCoultre announced that one of the most important projects in the next few years would be the restoration of many classic Chinese movies to save China. A long tradition of film culture contributes to its own efforts. This is also the first time that domestic companies have participated in the film copy repair work. So far, Jaeger-LeCoultre has funded the restoration of ‘One River Spring Water Flowing East’ (upper and lower), ‘Eight Miles and Clouds’, ‘Cross Street’, ‘Crows and Sparrows’, ‘Beautiful People’, ‘ Nine classic Chinese movies, including “Wanjia Lantern”, “My Life” and “Sisters on Stage”. Just before the press conference started, Jaeger-LeCoultre China CEO Zhang Ye accepted the exclusive exclusive interview with Watch House for the third time and told us how Jaeger-LeCoultre can better serve Jaeger-LeCoultre customers in the future.
1. Jaeger-LeCoultre announced in 2011 that it will cooperate with the Shanghai Film Festival for three consecutive years. This year is the third year. Will it continue to cooperate in the future? If we continue, what other ways can we cooperate with besides repairing old movies?
There have been some changes in the way we repair old movies this year, and we have repaired some old movies from the 1950s and 1960s, and this year we repaired a more recent movie, which was the first time Mr. Wu Yusen debuted. A movie ‘The True Colors of Heroes’. This film was taken in the 1990s. We converted this film from film mode to digital mode. This is different from the past. Of course, we will not exclude it in the future. There will be some new changes in the cooperation with the Shanghai Film Festival in the middle of the year, but it is not easy to disclose. In short, we will continue to cooperate with the Shanghai Film Festival in the next three years and continue to make our own contributions to Chinese films.
2. This year I feel that Jaeger-LeCoultre’s marketing efforts are not as strong as in previous years. What kind of considerations are based on this?
We currently have relatively few events held in first-tier cities, but in fact the number of our events has not decreased, but it may be that we have done some relatively small events, that is, to go to other cities to hold some VIP customer tastings. For example, there are two major categories of big media events. One is the film festival, the other is the theme tour theme and the new store opening. This year’s theme tour will soon start. Our theme this year is women’s watches. Dating series and flip series watches will be the theme of this tour. In addition, we also attach great importance to second-tier cities. In fact, we have also done a lot of activities in second-tier cities.
3. I noticed that Jaeger-LeCoultre is focusing more and more on humanity while focusing on the extreme craftsmanship. Is this also the future product direction of Jaeger-LeCoultre?
The humanization of complex watches is a relatively clear direction for Jaeger-LeCoultre in the future. We have a lot of symbolic works, and their technical content is unmatched by other brands. In order to make customers who buy our highly complex watches more comfortable to wear Instead of locking these watches in the safe, we need to spend more time on the comfort, wearability and more details of these complex watches. In fact, making complex watches lighter and thinner is actually the most difficult, because the simplicity of making complex movements and parts is a test of a brand’s innovation and technical strength. Each of our products is insisting on our independence One direction, like this ultra-thin three-question tourbillon this year, because Jaeger-LeCoultre is very mature in terms of tourbillon and three-question technology, so it is a combination of these two technologies, and then it is very simple. Such a development direction that belongs to us completely should be considered as a matter of course.
4. In my impression, this is your third interview with Watch House, so we would like to know what changes have you learned about our website?
From my first contact with the House of Watches on SIHH in 2013 to the present, you have given me the feeling that first and foremost I am more and more professional, and in the process of growing with our brand, I have become more and more mature. The content is more and more detailed. I usually pay close attention to your website. Watch House is a very good platform for disseminating watch information. It can allow netizens to communicate with more brands, and I also I can see more enthusiasts, some netizens who own our brand watches and some more direct feedback from us.
5. In the future, will Jaeger-LeCoultre’s promotion, the proportion of traditional media and new media change?
We are currently very concerned about new media. Of course, this trend will continue to change in the future, because people spend more and more time on mobile phones, just like we have some new ones in the new media field. Measures, for example, we will upgrade Jaeger-LeCoultre’s WeChat account to a service account in the near future. All Jaeger-LeCoultre ads will have their own QR codes. You can see the information of this table when you scan. There are Jaeger-LeCoultre stores closest to where you live. On the other hand, the headquarters also put more efforts on upgrading the official website of Jaeger-LeCoultre, and there is also a need for apps on mobile phones. Of course, in order to make up for the shortcomings of our apps, we first upgraded our WeChat account number.
In terms of physical stores, our store in Shanghai is equipped with a dedicated maintenance master, so that we can communicate more with Chinese consumers. Although the master is French, he can also communicate directly with consumers. As for the change in the proportion you said, it still depends on the tolerance of a brand and the age of its customers. In short, the proportion will change, but I think the combination of print media and new media is the last way to report.
6. What changes have taken place in the Chinese market in the past few years as the CEO of Jaeger-LeCoultre China?
I joined Jaeger-LeCoultre in 2011. From the current point of view, it is a very good trend. In the four years I have witnessed, the popularity of our brand has continued to expand, and consumers have gained greater recognition of our brand. From its positioning to its new products, even many of our customers know more about Jaeger-LeCoultre watches than the staff of our Jaeger-LeCoultre brand, so they will increasingly pursue some of our unique s work.
Of course, the above are some top customers. On the other hand, people who originally own some branded watches. When they want to own, upgrade their watches, or want to learn more about the watch industry, they upgrade. More and more consumers are coming to our brand.
7. What is your ideal way to promote Jaeger-LeCoultre in the Internet field?
My ideal promotion method is to connect more fans, users, and interact with the brand, just as he scans the QR code on the advertisement, and then finds the store nearest to him. You can use the phone without communication. WeChat communicates directly with the clerk. When can I go to see this watch? If there is such an interaction, it will be a trend that will soon be reflected in the future. Of course, the more ideal shape is that I know at any time that I send it for maintenance. A repair process of the watch, so that more people will buy it in the country, which will indeed bring more convenience, because if you buy some very complicated watches abroad, there is really no master in the country to repair this A piece of work, so we ca n’t help them send it overseas for repair because it was purchased overseas. In short, the interaction between brands and customers is more and more. Mobile phones and new media are just a tool. The most important thing is communication between people.
Through the interview with Mr. Zhang, we learned that Jaeger-LeCoultre not only has its own independent style in terms of technology, but also spends a lot of thought on after-sales service. In the end, Watch House wishes Jaeger-LeCoultre to achieve more in the Chinese market. Great achievement.