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Tag Is It Luxury Watch Brand CEO Believes Image Is Everything
藝術(shù) 精品 時(shí)間——“豪雅”表的時(shí)尚哲學(xué)
CNNANCHOR :Well time is money, as the old saying goes, and for luxury watchmakers, time can be a great deal of money indeed.
CNN主播:俗話說(shuō)得好："時(shí)間就是金錢(qián)。"對(duì)制造精品鐘表的公司來(lái)說(shuō)，腕表確實(shí)有可能是一筆巨款。
CNNANCHOR :Now for Tag Heuer, it means setting itself apart from the crowd. The company relies on celebrity ad campaigns to woo high-end consumers.
CNN主播:對(duì)豪雅表來(lái)說(shuō)，這正是其與眾不同之處。家雅表借名人的廣告宣傳來(lái)吸引頂級(jí)客戶(hù)群。
CNNANCHOR :Now Tag's CEO Jean-Christoph Babin says it's all part of buying into a lifestyle of desires and dreams. It's part of our Luxury Week series. Monita Rajpal sat down with the company's boss.
CNN主播:豪雅表首席執(zhí)行官尚克里斯朵夫·巴賓表示，這都是為了追求充滿(mǎn)欲望與夢(mèng)想的生活方式。歡迎收看我們精品周系列報(bào)道之CNN特派員莫妮塔·拉吉波專(zhuān)訪豪雅表總裁。
JEAN-CHRISTOPH BABIN, TAG HEUER CEO:In our segment, we had really, I mean, to create desire for years and years. If you look at the watch industry statistics, our segment has never grown more than three to four percent per year, and Tag Heuer has grown above 20 percent every year, which mean[s] that we have managed as a brand because of our innovations, because of our communication-we're mentioning Brad Pitt, Tiger Woods, Uma Thurman, Maria Sharapova-to create probably more desire and dreams than many other brand[s].
豪雅表首席執(zhí)行官 尚克里斯朵夫·巴賓:在我們這一行，我們真的必須年復(fù)一年地創(chuàng)造欲望。如果你看過(guò)鐘表業(yè)的一些數(shù)據(jù)，就會(huì)知道我們這行每年的業(yè)績(jī)?cè)鲩L(zhǎng)從來(lái)不會(huì)超過(guò)3%-4 %。但是，豪雅表卻每年增長(zhǎng)20%以上，這表示豪牙在這個(gè)品牌已經(jīng)經(jīng)營(yíng)成功了。由于我們的創(chuàng)新、我們的廣告宣傳包括布拉德·皮特、泰格·伍茲、鄔瑪·舒 曼、瑪麗亞·莎拉波娃等人，我們大概比別的品牌創(chuàng)造出了更多的愿望與夢(mèng)想。
MONITA RAJPAL, CNN CORRESPONDENT :But it's also about survival, too, in a very competitive industry. Granted, you have a heritage, but the reality is you have to make money. Where do you see your focus or your energies being focused in this, in this day and age, in the world right now?
CNN特派員 莫妮塔·拉吉波:不過(guò)，這也關(guān)系到能否在競(jìng)爭(zhēng)如此激烈的產(chǎn)業(yè)中求生存。即使貴公司有所傳承，但現(xiàn)實(shí)是，公司必須要獲利。在此時(shí)、此際，在現(xiàn)在這個(gè)世界，貴公司將如何定位?您會(huì)把精力集中在什么地方?
JEAN-CHRISTOPH BABIN, TAG HEUER CEO:Well first, geographically, you know, we are [a] global brand. Worldwide in value we are number three or number four. There are no official statistics, so it's a guess, but we know we're there. In most countries, in the U.S., we are number two. In Japan we are number three. So let's say in most countries we're on the podium, which mean[s] that we cannot overlook one region to the benefit of another. We'll invest in the states, and we must invest in the states, because a luxury company cannot just stop investing in the 5tates because it's harder. I would say it's the other way around. This year in the United states, in terms Of8 media impressions, so contact with the consumer, we will double our media impressions this year, 2.4 billion, against 1.2 [billion] last year. So, when times are tougher, Tag Heuer is a company investing more.
豪雅表首席執(zhí)行官 尚克里斯朵夫·巴賓:首先，從地理上來(lái)說(shuō)，你知道我們是全球品牌，豪雅表的營(yíng)業(yè)額世界排名第三或第四。因?yàn)闆](méi)有正式的統(tǒng)計(jì)數(shù)據(jù)，這只是猜測(cè)罷了。不過(guò)，我們 的確實(shí)處在這個(gè)位置。在大多數(shù)國(guó)家，在美同，豪雅表名列第二。在日本排行第三。可以說(shuō)，家雅表在大多數(shù)同家都是數(shù)一數(shù)二的品牌，意思是我們不因一地之利而 忽視其他地方。我們會(huì)投資美同，我們必須投資美同，精品公司不會(huì)因經(jīng)濟(jì)不最氣就不投資美國(guó)。我認(rèn)為正好相反，今年在美同，我們會(huì)從媒體曝光率著手，來(lái)接觸 消費(fèi)者。今年媒體曝光次數(shù)將會(huì)加倍，從去年的12億美元增加到24億美元。所以，越是不景氣的年代，豪雅表越是個(gè)投資大的公司。
MONITA RAJPAL, CNN CORRESPONDENT :Why?
CNN特派員 莫妮塔·拉吉波:為什么?
JEAN-CHRISTOPH BABIN, TAG HEUER CEO:Because we know that when time[s] are tougher, to trigger dreams, to trigger consumer interest, obviously you need to work harder.
豪雅表首席執(zhí)行官 尚克里斯朵夫·巴賓:因?yàn)槲覀冎溃讲痪皻猓诫y引發(fā)人的夢(mèng)想，越難引起消費(fèi)者的興趣，我們理所當(dāng)然需要更努力。
MONITA RAJPAL, CNN CORRESPONDENT :Why is the luxury industry important?
CNN特派員 莫妮塔·拉吉波:為什么精品業(yè)很重要?
JEAN-CHRISTOPH BABIN, TAG HEUER CEO:You know, go to Egypt. Look at the Egyptian art. Or to Persia, and you will see that ever since mankind exists, once you have climbed the nice little pyramid and fulfilled the basic needs for survival, human being[s] want beauty. Human beings want something going beyond functionality, and this is the birth of art and this is the birth of luxury.
豪雅表首席執(zhí)行官 尚克里斯朵夫·巴賓:去埃及看看埃及藝術(shù)，或者去波斯看看，你就會(huì)了解自從有人類(lèi)以來(lái)，人一旦爬上了精巧的小金字塔，滿(mǎn)足了生存的基本需求后，就會(huì)想擁有美的事物。我們會(huì)想擁有超越功能以外的東西，而這就是藝術(shù)的起源，這就是精品的開(kāi)始。
