Jaeger-Lecoultre (Jaeger Le Coulter) Opens Wechat Service Number

In June 2014, Jaeger Le Coulter opened the first customer service center in Shanghai. Apart from providing repair services to customers who bought Jaeger Le Coulter watches, it also provided convenient services such as watch maintenance, testing, purchase and consultation.

At the same time, Jaeger Le Coulter took the lead in upgrading its subscription number to service number.

Providing honorable service in the physical distribution network has always been a field of luxury, and Jaeger Le Coulter has been in the process of interacting with new customers through online new media.

The leading position of the industry.

The current service provided by Jaeger Le Coulter service is mainly based on the way of customizing menus to jump to a form of micro website based on Html5 development. It embodies the following sections: table query, latest trends, store enquiries, members and so on.

Although the whole interface is slightly rough at the moment, it is not so luxurious, but at least Jaeger Le Coulter feels two things in WeChat:

1, the vast majority of content that has been solved and presented through APP can now be solved by WeChat public number, which not only saves APP development and promotion costs, but also makes customers more convenient.

2. Pass

To form an online fan community, through the operation of "raw" powder into "cooked" powder, and then try to sell pformation.

It is not difficult to see through this arrangement that we will be suitable for Jaeger Le Coulter in the future.

Scenario: the brand provides customers with more convenient and comfortable services online, and more convenient access to customers and precipitation customers through the WeChat service number.

Combined with the future Internet technology, brand can more directly get customers' feedback on brands, which can be not only limited to watches, but also can be extended to dress matching, lifestyle, social activities and so on.

Offline through high-quality after-sales service cut into the online fans community entrance, and online fans community has become operational offline traffic.

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At the beginning of August 2014, Hermes finally unveiled the new media in mainland China and launched official micro-blog and WeChat accounts.

Compared with other luxury brands, it is too late.

In private discussions with friends in the luxury industry, we all feel that the delay in opening micro-blog and WeChat public accounts depends on the attitude of luxury goods.

It is believed that these new media are too vulgar and too low, but as Hermes has repeatedly seen negative news in mainland China and the "cold winter" encountered by luxury goods in the mainland market, Hermes seems to be a bit stuck.

Hermes has always been known for its hunger and thirst for sale, and there is always a rumour waiting for N years.

But there is another saying that these bags are hidden in the little black room, so long as there is money, there is no need to make reservations.

Although there are different opinions, we have reason to believe that when the sales expectations of the rich are not so optimistic, it seems that they can not give up the rare atmosphere of easy setting up.

Hermes needs to find people who are not so rich but eager to have Hermes.

Obviously, through online communication, brand and potential consumer groups can be established quickly, while micro-blog and WeChat are obviously the easiest and most user friendly platforms.

But in fact, it brings us another new topic, like a brand like Hermes, which has a limited number of stores in the Chinese mainland market. This way of passing the brand through the Internet seems to be a nuisance.

If online operation is done well, but online shopping is not provided, how can the customers who do not reach the offline channels realize pformation?

It is estimated that they have also found this dilemma. So Hermes's micro-blog and WeChat are still pushing the information for the time being, so the number of fans is relatively low.

Obviously, there are some ways to solve these problems. But as a luxury industry in tradition, do we have courage and determination to make changes?