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Hermes Customized New Brand "Up And Down" To Take China Road

2011/3/1 10:03:00 72

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China's position in the global luxury market has become pivotal.

Luxury goods

The Chinese market is a natural move.

Honorable, such as Hermes, is specially tailored for the emerging market of China to brand new and top brands, so as to fully swallow the "fat meat".

However, in the initial stage of China's luxury brand, it is entirely up to the Chinese designers team to design and advocate the "up and down" of the Chinese elements, whether it can be accepted by consumers. Whether the "up and down" brand can safely pass the "breeding period" remains to be tested by the market.

What is more serious is that the launch of the sub card may also lead to the loss of the global customers of Hermes.

Hermes's "reverse innovation" is still a huge question mark before consumers.

Cultivate local brands

For the entire luxury industry, the strategic significance of Hermes to launch a new brand "up and down" for China is that it has opened up a new way for the global luxury brand to fully occupy the Chinese market.

According to the consultation of Boston, China is already the second largest consumer of luxury goods. China is expected to become the number one in the world in 2015 and will account for 32% of the global luxury market.

In the market grabbing war, the traditional way of luxury brands to occupy the Chinese market is to expand the number of stores.

and

Hermes

Setting up high-end brands for China is the first step in the history of China's luxury market development.

But the introduction of original brand products in China can bring luxury brands with huge sales results. Why should we invest a lot of money and energy to cultivate the brand in the market where China's local luxury brands are still in its infancy?

Ouyang Kun, China's chief executive officer of the World Luxury Association, said: "Chinese consumers are still blind to the choice of luxury brands, but there will always be a balance in the cultural foundation of luxury choice in the future. Many consumers will return to the Chinese elements and the spirit of China. By that time, luxury brands will be pferred in a rather late direction, while China is not able to create an international luxury brand.

At present, 90% of China's luxury consumption comes from foreign luxury brands.

consumption

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China's luxury brand is still a vacancy, but in Ouyang Kun's view: "in the future, some consumers will return to local brands, which is a great opportunity for luxury companies. Moreover, the move of Hermes will lead more luxury merchants to follow suit, and it will also lead to the emergence and development of Chinese local luxury brands."

"Half blood" takes China Road

No matter how forward-looking the launch of Hermes is, it is difficult to avoid the possibility of losing customers.

According to the psychology of consumers' luxury consumption, luxury brands are often just symbols, highlighting their noble status.

Although the positioning of "up and down" in China is high-end, the average price of its clothing and capes is five thousand or six thousand yuan.

Extravagance is not comparable to Hermes.

Will the side card weaken the positioning of the main card?