Hermes Sales Increased Slightly In Asia In 2014

At the time of the Chinese government's advocacy of anti-corruption, luxury brands entered the cold market in the Asia Pacific market, but Hermes was not affected. Sales in Asia in the first half of 2014 increased by 17%, while its rival LVMH grew by 3% in the same period.

Figures are the best evidence to prove that Hermes has always performed well, whether in the financial crisis or at present, when the Chinese government combating officialdom gifts and causing many luxury brands to grow or even decline.

Starting from leather products in nineteenth Century, Hermes has become a luxury group covering silk, garments, watches and perfume.

The luxury goods company, whose market value is now close to 25 billion euros, is undoubtedly the top player in the industry.

The Hermes family's control and management of enterprises, exquisite workmanship and well preserved brand legends also make it unique in the luxury industry.

Through in-depth study of the case of Hermes, we will reveal how Hermes has won the top prize in the luxury industry. Why has sales of Hermes in China been unaffected in China?

First, the slow growth of sales shows that Chinese consumers' consumption concept is maturing, and Hermes represents the style that China wants to have now: not only become a rich and tasteless new rich country, but also become a rich, rich and low-key country.

AiKeSaiEr Du, chief executive of Hermes and AxelDumas, a family business, believes that the situation will be more and more beneficial to Hermes, because Chinese consumers have gone beyond the stage of luxury brands to show off and begin to enjoy taste.

Connotation.

The chief executive of Hermes: duer: China's anti-corruption situation is becoming more and more favorable for us.

Most retail analysts agree with the above view that Chinese consumers are increasingly keen on niche brands, such as Hermes, to reduce the popularity of popular luxury brands with a striking logo, such as the Hermes competition, Gucci and Gucci.

Tang Shide, a retail consultant at ATKearney in Hongkong, said: "the preferences of Chinese high-end consumers are changing, and they are beginning to favour less impressive things. The classic style of Hermes has catered to this trend." (TorstenStocker)

Cao Weiming, President of Hermes China, also said: "two or three years ago, we noticed some changes. At that time, the campaign against corruption had not yet begun, and the market began to turn naturally to a more elegant one.

Consumers are more aware of the connotation of brand than consumption for showing off.

On the other hand, it is a free and open innovation model derived from Hermes.

Hermes joint CEOAxelDumas talks about Hermes model

There are two aspects of Hermes, one is our tradition and age, and the other is more emphasis on them.

On the other hand, we emphasize innovation more internally.

Our institutions are very contemporary.

Our organization is interlaced like the foundation of a big tree. We do not have a decision-making center, but rely on interaction. People are constantly communicating with each other and making suggestions. This interaction gives Hermes a special creative environment.

stay

Freedom is very important. The concept of freedom is closely related to Hermes.

We need two freedoms, one freedom is the freedom of creation, Hermes has no market department, no one tells the creative department to create according to the Market Research Report, there is no popular trend research, price forecast, and what season product launch plan.

We have a very strong innovation culture.

Another kind of freedom is the freedom of our retail shop. Every shop director has the freedom to choose goods. They are free to choose, so that our stores all over the world are different.

The two free bodies gather every year.

The two time, like a big market, all the new products can be decided by the store manager himself.

Each area can create its own window according to its own choice. This kind of organization can make everyone play the highest level, and it is very effective for innovation and "zero" rewriting. This organization encourages creative workers to take some risks and create.

If their works do not get the favor of the store manager, then the product will not appear in the store.

If only a few shopkeeper likes it, it will appear in these stores.

The establishment of this structure is a process of development, but this development process is precondition.

Our premise is respect for beauty.

At the same time, we want to keep our company a product company, not a market company.

Companies that launch products must be able to create and give consumers a pleasant surprise.

The companies that make the market are producing products according to market demand.

We must be able to create new markets.

We will not do market research, and then meet a market demand.

We need to create demand. "