When Hermes Meets The Sales Volume Behind Jocie Guo's Display Of Wealth

Consumption of luxury goods, sober sober

What did Jocie Guo show off? The most impressive thing is that she must appear in every photo. Hermes It's a bag. Although Jocie Guo, who claims to have many hermes bags, recently admitted that there were only two Hermes. Limited package It is true, but it can no longer contain Hermes because she is increasingly known to more people. Some people even ridicule, instead of changing Hermes to "Jocie Guo bag".

According to the voice of the economy, Hermes sales increased by 7% after Jocie Guo showed off his wealth with hermes bags. While sales are rising, more and more "accusation" has also been put on the head of Hermes, such as tools to show off wealth, such as bribes. When Hermes was born, Jocie Guo should be happy or worried.

Hermes is the best show off. tool

Sales are rising under infamy.

Before the Jocie Guo incident, perhaps many people knew about LV, but they did not necessarily know that Hermes was more advanced than LV. Especially in some two or three line cities, because Hermes is only distributing in the first tier cities, the people who know it are limited. But since Jocie Guo took advantage of Hermes to show off his wealth, Hermes has been sent to these two or three cities through various media as Jocie Guo.

Ouyang Kun, the chief representative of the China Representative Office of the World Luxury Association, said in an interview with the media that according to the World Luxury Association's monitoring of Hermes sales in the past three months, they found that after the Jocie Guo incident, sales of Hermes increased by 7% - 10%. At the same time, some changes have taken place in the Hermes consumer group. First, the number of new consumers has increased by about 40%. And most of the former Hermes consumers came from the first tier cities, and now most of the new consumers come from two or three cities that do not have Hermes stores.

In a sense, because of Jocie Guo, Hermes province has made many public relations costs in the two or three tier cities. So obvious sales promotion, for Hermes, may be regarded as "unexpected joy."

However, as the saying goes, "good fortune, bad luck". Along with Jocie Guo, in addition to sales promotion, there are various labels that are hard to erase. Not long ago, Rui Chenggang, the host, launched an election entitled "ten major vulgar luxury brands ranking" on micro-blog. Rui Chenggang said, "these brands are the most representative works of showing off wealth."

Because of the fact that more people know about the event, Hermes has also been labeled as "rich and ungrateful". Hermes has become a typical brand of many people who represents the nouveau riche and vanity.

Ouyang Kun believes that this time of showing off wealth has weakened the cultural value and brand value of Hermes. The most high-end consumers of Hermes are likely to associate with the "Jocie Guo incident" when using Hermes, which will have a certain impact on their psychology.

Chinese consumption abroad

Luxury is the number one in the world.

In fact, China's love and hate for luxury goods are related to the mixed feelings of Hermes. People constantly criticize these luxuries as vanity and flaunt wealth, but there are still people who are willing to spend a lot of money on it. The Hermes incident is only the tip of the iceberg for Chinese consumers.

At home, the first day of Hainan Sanya duty-free shop opened at 10 a.m., less than an hour, and all cosmetics were looted, causing the media to exclaim "tax exemption is free." Almost every day outside the LV shop, a large number of Chinese queues are seen outside the country, because many foreign luxury flagship stores have the rules to purchase a commodity with their passports. These people often ask local Chinese to help buy luxury goods.

From March 2010 to March 2011, the World Luxury Association surveyed the consumption data of luxury goods in France, Italy and the United Kingdom, and found that the total consumption of Chinese people was nearly $50 billion.

Most people buy luxury goods.

Just to show off wealth.

It is the Chinese understanding of luxury goods that does not match the increasing consumption of luxury goods. Ouyang Kun believes that luxury goods in many Chinese consumers have the display function of social wealth status. This function is often displayed by exaggerated LOGO.

Ouyang Kun said: "obviously young girl is not suitable for carrying a famous brand bag, but in order to sign the brand on the handbag, she is wearing a casual dress, and randomly creates a bag that should have been accompanied by a late gift." "Many mysteries of the Chinese people are not the design and concept of luxury goods, but the luxury brands themselves. This is why luxury goods with a brand name LOGO logo will appear in China.

In the marketing and consumer research expert Paul Hess, this kind of "fetishism" leads to "people don't have to worry about their origins anymore, so long as they earn enough money, they can succeed and win respect."

In order to manifest oneself in a higher "class", the Chinese consumers who are mad at LV at home and abroad mostly have such a "face saving" meaning. This also makes the proportion of Chinese luxury consumption expenditure too large, about 20%, while the proportion of western countries usually does not exceed 4%.

It is this kind of abnormal understanding of luxury goods, which has stimulated more middle and low income groups to abuse and yearn for luxury goods. A young man named Yao Yao, who was interviewed by the International Herald reporter, said, "when can I run a Mercedes Benz, wear a real Rolex, wear tens of thousands of suits, and see who dares to give me the white eye..." In Yao Le's view, with this big suit, he seems to be able to open a completely different life.

Yao Le is eager to get rid of "poverty" and get "respect". In his view, "Mercedes Benz, Rolex, tens of thousands of Western-style clothes" and other luxury goods are the most basic equipment and symbols of the rich. Although Yao now has a monthly salary of only 3000 yuan, if one day, he really "get rich overnight", this young man who doesn't even read Versace (Versace) is likely to become the next Jocie Guo. Because he also needs to show his wealth to gain the approval of others.

In fact, the annual disposable income of urban families in China is only about twenty thousand yuan. For most families, the income of a year is not enough to buy a luxury handbag. When the whole society is crazy about luxuries, we should soberly rethink: "we must not lose basic judgement in pursuing the dream of fine life."