Culture Creates The Market And The Inspiration From The Hermes Japan Market

　　 Japan has become the new engine of Hermes because of a century of painstaking efforts?

As an internationally famous luxury brand, Hermes has always been the brand pursued by fashion fads. Lately, Hermes Announced the first quarter performance report 2015. Compared with sales of 940 million euros in the same period last year, the company performed well, and its sales increased by 19% to 1 billion 100 million euros in the current quarter. Compared with similar luxury brands, its performance is good.

Last year, because of the severe economic situation in Europe and China, luxury brand The performance is unsatisfactory. LVMH group's fashion and leather goods sector grew by only 1% in the first quarter. Kai Yun group's brand Gucci first quarter sales fell 7.9%. Prada group net profit declined for the first time, annual net profit fell to 451 million euros, down 28% compared with the same period last year.

Hermes made a good start in 2015, the European and American markets. sales revenue They increased by 4.6% and 9.6% respectively. In the Asia Pacific region (excluding Japan), the overall growth slowed down, and sales revenue increased by 7.7% over the same period. But Hermes is in the lead in the Japanese market, attracting 142 million euros in Japan, and sales revenue grew by 15% over the same period last year.

When other luxury brands are in deep mire in the world, especially in Asia, China and Japan, why can Hermes make money?

As a high-end luxury product, Hermes is more predictable than its competitors. Earlier, taking into account the global economic and monetary instability, Hermes first lowered its sales growth target for the medium term and full year in 2015, from 10% to 8%.

Last year, sales rose sharply as a result of the rise in the value added tax in Japan, which led to a large number of customers buying ahead of schedule. However, the good performance in the first quarter of this year was mainly due to its optimized distribution network, and sales revenue continued to grow by 15% over the real exchange rate.

The strong performance of Hermes in Japan this quarter is not a coincidence. Japan has been the biggest market for Hermes. In the first quarter of 2004, Hermes's global sales amounted to about 315 million euros, and sales in the Japanese market accounted for 1/3 of global sales.

Hermes has deep roots in Japan and has been dedicated to Royale since 1911. In 1961, ordinary Japanese people could buy Hermes.

Hermes has grasped the spirit of "chrysanthemum and knife" in Japanese society. In 1983, Hermes began its "Hermes Japan Week" in Japan and opened the first direct store to start a direct dialogue with the Japanese people. "The core values of Hermes are similar to those of Japan." Emmanuel Raffner, then vice president of Hermes, said in 2004. Craftsman spirit High quality, traditional technology and so on are all in line with the traditional culture of fine arts and crafts advocated by Japanese society.

In Japan, Hermes sells secrets. Emmanuel Raffner said that in Japan, people and people pay attention to loyalty and loyalty, and Hermes sells to customers' homes.

Based on the deep understanding of Japanese culture and customs, Hermes culture has been deeply integrated with Japanese traditional culture, which has made Hermes in the Japanese market.