Luxury Brand Hermes Brand "Up And Down" Frustrated Chinese Market

The leader of "up and down" brand Series clothing And "bridge" series of tea sets, in the eyes of Chinese consumers and the backward era are linked together, it is difficult to become the mainstream of today's Chinese fashion.

French luxury goods manufacturer Hermes first tried to create a "up and down" brand in China. After experiencing 4 years' losses, he went back to Paris to open a shop. Playing the "Chinese style" in mainland China is difficult to make a sudden rise, and in the European market, it may be much easier.

　　 Hermes Recently announced that at the end of this year, a store of "upper and lower" brand will be opened in the street of Paris, France, close to the flagship store of the main brand Hermes, with an estimated area of about 80 square meters.

The "upper and lower" brand is positioned as a traditional Chinese handicraft product. On its official website, it displays the ancient seats of the red sandalwood, the traditional bamboo seats, the thin porcelain bowls, the handwoven cashmere garments, and the jade and agate. All elements have no boundaries with Hermes brand. It is only traditional handicraft.

The "up and down" brand was founded in 2008 and opened a store in Shanghai in 2010. Hermes group has said it will open 19 stores in China. However, since its opening in the past year and a half, "up and down" brand Still at a loss.

In this regard, Patrick Thomas, executive director of Hermes, has said that the Hermes group is thinking of running the "up and down" brand as a long-term project.

However, the industry believes that the "up and down" brand is too much emphasis on traditional cultural symbols in China, but this area does not have many advantages for the Hermes brand. Unlike Hermes's traditional handicraft leather in France, traditional Chinese cotton, porcelain, bamboo weaving and other crafts and products are mostly caused by origin and raw material It is famous that consumers are very particular about the collection of this kind of handicraft, and it can not impress them with 2000 hours of production.

Moreover, some collectors are not sensitive enough to the emerging brands in the industry, and they even have their own collection and procurement channels.

On the contrary, the plan of "up and down" brand to return to Paris, France is more optimistic. In recent years, Chinese elements such as clothing, jewelry, furniture and handicrafts have become more and more popular in the international market. Hermes brand's persistence in traditional handicrafts has long been recognized and sought after.

Therefore, the "upper and lower" brand is likely to have a large number of fans in the European market with the support of its traditional materials and crafts and relying on the "big tree". Moreover, the Hermes group, born in France, will obviously become more familiar with European consumers' shopping preferences.

　　 Hermes 2011 China's sales increase by 36%

The French luxury group Hermes has announced its operation in 2011, and its sales volume has reached a record breaking rate of 2 billion 840 million euros last year, an increase of 18.3%. And it is expected that operating profit growth is expected to exceed 30%.

Group sales growth mainly benefited from the Americas and Asia (excluding Japan), while the performance in China was more impressive and sales increased by 36%.

In the business department of Hermes group, clothing category Sales growth The highest is 29.3%, higher than watches, leather goods and other categories.

Hermes was founded in 1837. It was originally a family business mainly made of harness, and later developed into a luxury goods manufacturer, famous for its leather goods and scarves.