Lei Rongfa, The Fashion Manager: The Chinese Story Of Hermes

Fashion Manager

"Hermes is not a luxury, but a superb handicraft."

Lei Rongfa concluded.

In 1979, Lei Rongfa graduated from the business administration department of New Asia College, Chinese University Hong Kong.

Chinese University Hong Kong, known as CUHK, was founded in 1963. It was founded by second universities in Hongkong. It was merged by New Asia College, Chung Chi College and United College.

The New Asia Academy was founded by historian Qian Muwei and others in 1949.

During her visit to the alumni of the University of China, Lei Rongfa recalled that when he was studying at the University, he liked to study marketing, while the market research 4P included Product products, Price prices, Publicity advertising and Product Distribution product distribution.

In 1979, Hermes opened its first store in Hongkong at The Peninsula Hotel.

Of course, there were no more connections in the two areas at that time.

After graduation, Lei Rongfa worked to save money and hoped to further study in American business schools.

Two years later, the HEC business school in Paris, France, went to Central University, and was introduced to France by professor.

Founded in 1881, Paris HEC business school is undoubtedly one of the most influential business schools in Europe. Its alumni are all over Europe.

After getting his MBA degree in 1984, he entered L'OREAL L'Oreal headquarters in Paris, so Lei Rongfa was still in business.

In 1907, 28 year old French chemist Oren Schueller invented a hair dye and founded L'OREAL.

This is the growth story of a hundred year cosmetics giant.

Of course, we know that L'OREAL acquired Maybelline in 1996.

There is a passage on the official website of the company. "Diversity and diversity" Paris L'OREAL chooses the most attractive star in the world as its product spokesperson.

He (she) is a talented, passionate individual.

Since 1986, Lei Rongfa has been the market and development manager of L'OREAL Hongkong and China.

As for L'OREAL Hongkong's business, it sold products through a distribution office called Scental in 1966.

We will soon find Lei Rongfa's experience in multiple product lines.

In 1990, he joined LVMH.

In 1987, mohin merged with Louis Vuitton holding company to set up LVMH company.

So the company is in its development stage.

In 1996, he became the managing director of Guerlain perfume (Guerlain) in Taiwan.

Guerlain was founded in 1828, mainly perfume and cosmetics. It is said that Napoleon III is the imperial fragrance.

In 1994, LVHM bought Guerlain.

Until 1999, he joined the Jin Yu Xi cosmetics company as president.

We know that Jin Yuxi, a TV presenter and a Chinese American, founded the company in 1992.

In May 1996, Jin Yu Xi cosmetics cooperated with industry giant Cody company to invest 20 million US dollars to build a factory in Jinqiao Export processing area, Pudong, Shanghai, namely, Jinxi Xi Coty cosmetics (Shanghai) Co., Ltd.

In 2003, Jin Yu Xi Cosmetics Co., Ltd. was awarded the "best Asian employer" award, which was awarded by the human resources consulting company, Han Wei et al.

Lei Rongfa pointed out: Yuesai's achievements in staff management and corporate culture over the past years show that the company is people-oriented and relies on the wisdom of staff to develop business. It shows that employees are conscientiously involved in the company's work and link the company's goals with their actions.

Life is sometimes a circle. In January 2004, people learned that "L'OREAL bought Yuesai". At the press conference, Lei Rongfa:...

L'OREAL is a very good company, so we are very honored to have this opportunity to join the L'OREAL family. In addition, it also reflects that we have done well in China in the past few years.

After being president of Shanghai in 2005, the new job in 2006 was to be the president of the French Hermes group in China.

Hermes

A teenager's observation is that the collar is on the neck of the horse, so isn't it easy to get hurt?

Diyeri - Hermes (Thierry Hermes) was born in 1801 in Clay Forde, Germany, but Diyeri is French.

His father opened a pub, and the guests came to take care of horses.

Little Hermes wrapped the soft leather on the collar, so the horse was no longer irritable, and all of it was in the eyes of the guests.

So, under the recommendation of a warm guest, Diyeri, 13, came to Paris to practice in a harness shop.

At this time, Paris is a world of carriage.

Indeed, there are horse drawn carriages.

The name "bus" (Bue) originated from this era. Based on the Latin "Omni-bus", it is willing to be "for everyone".

Or it can enlighten today's "North drift". After a long time of learning and accumulation, in 1837, he opened a saddle and saddle shop at the age of 36.

So Lei Rong will say that the horse is the first guest of Hermes.

30 years later, in 1867, Paris held the world fair. Hermes products were also stunning.

The second generation Charles Hermes (Charles-emile Hermes) inherited his father's business and moved the store to No. 24 Fu Fu Road near the Elysee Palace in 1880.

With the help of his two sons, Andruff and Amir, he gradually expanded his business to the world.

In 1892, the saddle bag with shoulder strap was officially released.

With the coming of twentieth Century, the automobile industry is an irreversible trend instead of the carriage, so other directions become more important.

1914, Amir noticed the newly invented zipper in the United States and introduced it to Europe.

In the 20s of last century, Amir (Emile-Maurice Hermes) took charge of Hermes.

One chance is that the zipper style jacket made by Hermes for Prince Welsh has become a fashion.

Amir's most important job is to apply the classic saddle sewing technology to other leather products, including leather bags, belts, suitcases, and auto accessories.

At that time, watches and jewellery were already involved.

In 1929, Hermes New York branch opened.

30s is very important. Although it is in a recession, a series of products become classic, 1935 Sac a depeches briefcase and 1938 Chaine d'Ancre anchor bracelet.

In 1935, the predecessor of Kylie's bag was introduced, a handbag from a horse saddle bag, 35 centimeters of Sac A Croix, and in 1956, the former Princess of Morocco, greis Kylie appeared in the public during her pregnancy. She covered the small belly with a bag. Life magazine captured this Scripture, caused a sensation after the cover, and then Hermes was formally named the Kylie bag (Kelly Bag) under the permission of the royal family.

Time flies, 1937 is the birth of Hermes 100th anniversary, Hermes scarves began to sell in this year.

Silk scarves were originally made for knighthood.

The first is called "lady and bus". Many carriages and buses take place in circles, while women are in the middle.

Soon became a fashion gift for men.

Amir is very interested in this product, and the increasing theme makes it a collection.

During World War II, the scarcity of materials, a scarf is rich in content, people's good wishes.

Since 1951, Hermes has succeeded Amir's son-in-law, Robert Dumas, and he has promoted the development of his business with another son-in-law, Jane rone, the fourth generation.

The Eau d'Hermes perfume was developed in 1950.

At this point, people notice that the orange gift box is packed.

Dumai also has a strong interest in silk scarves. The scarf is named Carre, and the French "square" is named after him.

The fifth generation was Jean-Louis Dumas, who became the leader of Hermes in 1978. He was born in Paris in 1938 and graduated from the Paris Institute of political studies. In her childhood, she was active or unruly and used to be a drummer in a jazz band. "Lewis"

In 1962, he married architect Gray Rena Alda, and Rena later made a store design for Hermes. They had two children, San Delia and Pierre - Pierre-Alexis Dumas, and Pierre became the artistic director of Hermes.

Today, Hermes has become a widely known brand, largely related to Jean-Louis Dumas reengineering.

In 1979, Hermes set up a tabulation division in Switzerland.

Then business extends to ceramics, silverware and crystal.

In 1984, Jean-Louis Dumas and British actress Jane platinum met on the plane to Paris for London.

The actress complained to him that the size of her handbag was limited. She had just had children.

So he went to visit Hermes's workshop and took part in the design of Hermes handbag, and then born Birkin bag.

Elegant appearance, functional and practical, starting from travel, and easy to match with other clothing......

So platinum package became a landmark product of the company.

In 1987, 150th anniversary of the establishment of Hermes and one thousand scarves were decorated between the new bridge of Seine River and the art bridge in Paris. Fireworks displayed the theme of the year of fireworks.

From the beginning of this year, Jean-Louis Dumas was conceived at the beginning of each year to determine the theme year.

In 1991, Hermes launched the theme of a "distant journey", which was cast to Asia.

In 1978, the income of Hermes was about $50 million.

Since then, the 100 year old brand has ushered in a sustained growth. Of course, the awareness of brand goods in the market increased rapidly in 80s.

Revenue increased to $460 million by 1990.

Hermes was listed in 1993.

"We do not want to sell a way of life, but just a touch."

Jean-Louis Dumas concludes.

In 1998, Hermes held the exhibition of "maxima" at the Yongshou palace of the Imperial Palace.

More than 100 paintings related to horses are collected from the Museum of China and the Hermes Museum.

"I think horses are the best intersection between Hermes and Chinese culture."

Lei Rongfa later said.

China Opportunities

In June 2006, Hermes was officially opened in Hangzhou's West Lake lakeside international famous street.

The store is designed by Lina RDAI (Rena Dumas), the interior decoration and Design Office of Paris RDAI.

Starting from the head office expansion project of Santa 24 street, Fu Po Avenue, 1978, the design room has designed numerous Hermes stores.

The facade is a portico, reflecting glass windows.

On the ground is the Hermes brand logo, that is, the four wheel coach and driver.

A layer of ground was planted with French cherry solid wood, extending to the showcase and staircase until the two floor.

The staircase handrails are pure cortex.

In an interview with fashion bazaar in 2007, Lei Rongfa said: at present, we have seven stores in six cities.

In 2006, the growth of Hermes in China was a strong two digit growth.

Hermes will enter the Chinese market 10th anniversary this year. On this occasion, we will not only continue to expand investment, but also accelerate the pace of development in China.

In the future, 3-4 stores will be opened in mainland China every year, and will expand our market to China's second tier cities.

In 2006, at the group level, the Patrick Thomas became the first CEO outside the founders' family. Patrick.

In fact, he joined Hermes for the second time. He was the general manager of Hermes for the first time, and then went to the cosmetics company of orchid.

But after leaving Hermes in 1997, he kept in touch with Jean-Louis Dumas and joined it again in 2003.

Patrick Thomas said of his boss, "I can't replace him like my foot in the giant's shoes."

In an interview with the weekend pictorial in 2007, one problem was that Hermes entered China for tenth years this year. Compared with his colleagues, Hermes came later. Why?

He replied, "we are not in a hurry.

We will slowly introduce to our customers who we are, our history, brand, style and design.

Because customers will gradually improve their appreciation and consumption level after they come into contact with luxury goods.

In September 2007, the first exhibition of the "silk embroidery" Silk Scarf exhibition was held at the Shanghai Art Museum.

In March 2008, the scarf was moved to Beijing Museum of art today.

People noticed Ding Yi's "Chinese rhythm" scarf.

This is the first Hermes scarf designed by Chinese artists.

It is said that when Ding Yi visited the production of Hermes, he talked about design. The manager of the design department drew a square on the paper and wrote "Freedom" in the middle.

The content is indescribable, it is the color of some rhythms. Ding Yi said, "actually I want to express the rhythm of the city, just like the rhythm of the busy and beating city in Shanghai."

There is also an artistic short film called "Xi Xi", which is filmed by director Li Yu, and the bean dance with red silk. It uses dance language to interpret the origin and artistic conception of silk and Chinese culture.

In an interview with "the Bund pictorial", Lei Rongfa introduced silk scarves: each season Hermes will design 12 new silk scarves, each pattern has more than 12 matching colors. In addition, the former classical pattern will be re colored to become the season's scarf series.

Each scarf has to go through a production period of at least 18 months before it can be displayed in front of customers and presented in the neck of a beautiful woman.

Silk scarves are printed on silk screen. Generally speaking, there are only four times of the usual dress printing, and Hermes has to print one color each time, up to 40. Precise color matching is another problem. Ding Yi said, "this is why the color of the Hermes scarves in the sea water for a whole year is still clear."

In 2007, the Hermes group had 7500 employees worldwide, with an annual turnover of 1 billion 600 million 2 thousand and 500 euros.

In a capital environment, the industry also has many financial investors, Patrick Thomas said that the industry is very easy to have a way of thinking, that is, buy a high-end brand, positioning marketing close to the mass market, mass production and sales, and soon can earn a lot of money, the board of directors will think that CEO works very well.

"And we are determined to be firm and never go down and stick to our brand positioning."

In September 23, 2008, Hermes was unveiled at the Yintai Center in Beijing, the largest store in the mainland.

342 square meters, tenth stores in China, and the third store in Beijing.

Patrick - Thomas and Lei Rongfa cut ribbon for the new store.

Lei Rongfa delivered a speech: "the ancient and immortal Oriental civilization of Beijing has always had a strong attraction for Hermes. We hope that the freedom, innovation and elegance of Hermes will be closely integrated with the great city of the times, and this passion and classic will continue to be pmitted and developed in Beijing, to the whole Chinese market."

About Hermes's many stores, Lei Rongfa has an introduction: Hermes has the characteristic that every shop's products are selected by the shop manager themselves to adapt to the local cultural life.

So a person can buy clothes in a store in Beijing, buy watches in a store in Paris, and buy handbags in a shop in Tokyo.

Of course, people pay attention to the details of the work and life of a fashion manager. In an interview with the fortune Chinese version in 2008, Lei Rongfa said, "I travel in business class and prefer window location.

Generally speaking, Air France and Cathay Pacific feel that their services are in place.

When I travel around the world, I like to stay at Hyatt Regency.

Family is the biggest pillar of professional managers.

Lei Rongfa once said, "to accompany three children to grow up is the biggest driving force for their work."

Lei Rong has pets, dogs and cats, and many cats.

"One is just a big white cat. It looks like a leopard."

And on the domestic market, "I feel like I just started.

With the rapid growth of China's economy, in the next 15-20 years, China's luxury market may be almost the same as Japan, making it one of the top markets in the world.

2008-2009

September 9, 2008, Hermes 2008 autumn winter men's wear conference from Paris airborne Shanghai.

At the Shanghai world financial center, director Sun Zhou, host Yuan Yue, cellist Qin Liwei, and today's Art Museum architect Wang Hui are in the model team.

Wang Hui wears a single product: India pink ultra-fine silk V collar pullover, India pink stripes navy blue wool flannel pleated trousers, navy blue Kashmir cashmere large diamond shaped towel.

Wang Hui, who wears round glasses, is so bright that he shows a handsome temperament.

"I invite people from all over the world to participate in the show, including these Chinese celebrities, who are engaged in various professions, including musicians, TV filmmakers, etc., in order to show the diversity of design, and I think the Hermes men are not limited to one type."

Designer Verona NISSAN neon introduced the first financial daily.

At the end of 2008, Hermes moved to the Times Square in Dalian's exclusive store, before being at the hotel in Dalian.

Patrick - Thomas and Lei Rongfa attended the ribbon cutting ceremony again.

In an interview with the twenty-first Century economic report, Patrick Thomas said: "we are not a luxury brand. We are a brand of handicrafts.

Because without any trademark or symbol, people will know that this is Hermes's wallet, because this texture and technology are only available for Hermes, and we are experts in materials.

Later, Lei Rong will give a vivid example: many mothers bought platinum bags for 20 years and then passed them on to their daughters.

"Hermes bags are very long-lived. We provide our guests with very good cleaning and repair services, so that the cortex has been refreshed for many years."

Or it will be a bit surprising. The impact of the financial turmoil on sales is not significant.

The financial report of the three quarter of 2008 pointed out that Hermes group's operating income amounted to 1 billion 223 million 600 thousand euros.

At fixed exchange rates, sales increased by 14.2%.

Excluding the impact of the acquisition of Sophie leather group, sales growth in the first nine months was 11.6%.

February 2009 in Kunming, Yunnan, Hermes is located in the exclusive store of Golden Eagle International Shopping Center.

This time, at the opening ceremony of Hermes, a French boy painted a book with impromptu guests.

In August, Hermes in Wuxi, Jiangsu, opened the first store in Jiangsu province at the Hermes store, Wuxi Commercial Mansion.

Models from Europe wear horsehead headgear.

It makes people feel happy.

"Even facing the global financial crisis, we still have confidence in the Chinese market. This is still one of the markets that we most expect and value.

Today, the orange horseshoe stops in Wuxi, bringing its fifteenth stores in China, that is the best evidence.

Believe in the future, Hermes will further accelerate the pace of development in China, and share with many new and old friends the unique brand culture and elegance from Paris.

In September, Hermes was opened in the Mixc's exclusive store in Shenzhen, the second largest store in mainland China.

Lei Rongfa told the Shenzhen Business Daily that the financial crisis did have a certain impact on the luxury market, but it did not affect our Hermes very much. In the first half of 2009, our store still had a 19% increase.

In China, we were affected only in 2 and March. Our sales volume has increased greatly since April of this year.

When it comes to development, he points out: in particular, we need to open more shops in the second tier cities and share the culture of Hermes with more people like Hermes.

I think many Chinese urban consumers already have the ability to consume Hermes.

Hermes 2009 autumn winter men's wear, four themes: free spirit and rhythm, vivid colors, hard lines, flexible fabrics.

In terms of color, black, charcoal, khaki, Flint...

In the year before, the Guillaume de Seynes, executive vice president of Hermes, received an exclusive interview with the the Bund pictorial in Shanghai. One question is, what are the common mistakes that men make in dress?

The problem seems to have been deep thinking: the most frequent mistake is the matching of shoes and socks.

The second point is that when the shirt and tie match, it should be noted that the color of the shirt can not be too deep in the tie, which will make the upper body look huge.

Hermes has a total of fourteen products: leather, scarves, neckties, men and women fashion, perfume, watches, essories, footwear, accessories, harness supplies, home life series, tableware and jewelry.

If you see 16 or 18 series, don't be surprised. They are always developing.

The 2009 China Luxury Market Research Report of Bain consulting shows that in 2009, the Chinese luxury market grew by nearly 12% to $9 billion 600 million, which accounts for 27.5% of the global market share.

China's luxury market is expected to reach US $14 billion 600 million in the next 5 years.

Up and down

In the early 2010, people in the fashion circle learned that Hermes will create a brand new "up and down" based on the Chinese market.

Chinese local designers design and use local raw materials to produce. The specific person in charge of the plan is Jiang Qionger, who is a managing director and director of art at the same time.

People first saw her in the media. In 2000, she designed a series of jewellery exhibitions featuring screws, springs and washers.

She was a student at the Department of art and design at Tongji University.

It has been reported that her grandfather, Chiang Xuan, was one of the first enablers to introduce oil painting into China, and his father, Xing Tong he, designed the Shanghai Museum.

Xingtong and Zeng said, "it is unrealistic for an architect to surpass the times. He follows the times, but he can not hinder the development of this era, but keep up with it. It is better to advance a little."

"The most important thing in art design teaching in France is not simply to design technical knowledge, but to teach people what real creation is."

She later went to the French National Academy of decorative arts.

After returning home, he served as the head of Interior Design Department of Xia Bangjie architectural design consulting (Shanghai) Co., Ltd.

We know that Xia Bangjie is the designer of the Shanghai Grand Theatre.

In 2004, she held the "light sex spirit" personal oil painting and photography exhibition at United Nations Headquarters, Geneva, Switzerland.

She owns his own gallery of art and design, the creative art gallery of Suzhou River D.

Next, he became the window designer of Hermes. In the interview with new weekly, she said, "from material, form, from artistic language to surprise, others will think surprise."

Not everyone can afford to buy Hermes, but the idea is that even if you just pass by, we will surprise you. "

Ke Ruihan, managing director of Hermes North Asia, said in an interview that the "up and down" brand will be "completely independent" in the mainstream product line of Hermes, in order to avoid customer confusion.

In fact, a year ago, Chen Wei of Hermes introduced: "this will be a complete Chinese brand, not Hermes's launching of a series of products or sub brands with Chinese elements. Of course, there will be money and management input from Hermes.

This brand is a respect for Chinese traditional handicrafts, and it also attaches importance to the Chinese market. "

In May 14, 2010, the Hermes house was unveiled at IFC, Shanghai.

This is Hermes's seventeenth in China and second stores in Shanghai.

IFC, 8, Century Avenue, Lujiazui, Pudong, Shanghai ifcmall, Shanghai national gold center, belongs to the Sun Hung Kai property project of the Guo family. Its total area is 700 thousand square meters, the largest commercial complex in Lujiazui.

At the time, the first floor had gathered 25 famous brand flagship stores and became the new fashion coordinates of Shanghai. Lei Rongfa delivered a speech: "today's Shanghai has become an international economic, cultural and artistic center.

Coincides with the opening of the Expo, the new chapter of Shanghai is slowly opening up. This has always been a very important market for Hermes. The new international financial center has a good chance to welcome the Four Seas guests here and continue the cultural heritage journey of the brand.

In June 2010, the store opened at Hermes Mackay Plaza, Harbin, Heilongjiang.

"As one of the northeastern regional economic and cultural centers and the largest central city of China's open border area, Harbin's unique resources and geographical advantages and rapid economic development attract many international brands' attention.

This time, the leather handcraftsman from Paris demonstrated the production process of the classic Birkin bag.

The local artisans also demonstrated the state-level intangible cultural heritage founder cut paper.

Lei Rongfa once said, "we are not fashionable, avoid excessive fashion sense, and products are classic and unobsolete."

September 2010, Nanjing, Jiangsu, Hermes Nanjing open square store opened.

The waitress of the horse mask is distributing the pony chocolate.

"Respecting tradition is also obsessed with the future. Hermes will perform an elegant orange legend in Nanjing."

Lei Rongfa said.

epilogue

Brand merchandise reflects the vitality of the economy, of course, we are in an era of such an active economy.

Or brand practitioners would like to see the following: in fact, everyone should have fine things, no matter how much they earn.

At least one.

The reason is that our attitude towards life is sincere and serious. Of course, we also hope that life will give us back.