The Embarrassing Situation Of Hermes'S Brand In China

Hermes store

Now, what do you think of Hermes?

Rich and famous?

Of course not, the Internet red man "Jocie Guo" has become the new pronoun of Hermes, and some people even joke that in China, the Hermes bag can be renamed "Jocie Guo bag" directly.

It has nothing to do with nobility and dignity. It is closely related to showing off wealth, vanity, bribery and corruption.

In view of this, the "Jocie Guo" incident in China and even the world caused great uproar not only implicated the drawbacks of a famous charity group in China, but also made the world famous luxury brand Hermes in China extremely embarrassed.

From a positive point of view, after the Jocie Guo incident, Hermes is not only well-known in China's first tier cities, but also more networks of two or three cities know the brand and save a lot of energy.

Data show that during the period after the Jocie Guo incident, the new customers of Hermes increased significantly, and the sales of Hermes in the first tier cities nationwide increased by 7% - 8%.

In a negative sense, however, it is sad that the Hermes "Birkin" package, which carries the brand's history and culture, is directly labeled as "vanity and superficiality".

In the eyes of these netizens, only the nouveau riche will buy these things without meaning and elegance.

Hermes has been building the image of high-end cultural quality, but Jocie Guo has made this brand a representative of the tool of showing off wealth and has a very big negative impact on the brand image.

In addition to showing off wealth and vanity, Hermes is also associated with bribery and corruption because of the complex social relationship behind Jocie Guo.

More surveys show that Hermes has become a new tool for bribery in China.

For example, a Hermes crocodile skin Birkin bag valued at 30-40 yuan RMB.

If we send cash directly to 400 thousand, we all have risks.

Send an Hermes Birkin bag, safe and safe.

In recent years, there are second-hand stores in Beijing and Shanghai, which specialize in acquiring famous brand bags.

Take the package that you have received to the store and cash in it.

The tacit cooperation between sending bags and collecting bags has jointly created a new mode of corruption and bribery.

Actually, it's not just Hermes, but many of the world's luxury brands have similar experiences in China.

"Showing off the rich" and "gift giving culture" are the two major motivations for luxury consumption in China, which makes these self conceited brands appear in some dishonorable stories from time to time.

Luxury brands clearly need to worry about this "Chinese style" luxury consumption.

For luxury brands, on the one hand is a huge market temptation, on the one hand is the brand image is facing challenges, how to achieve two aspects should be taken into account, this is not an easy thing to do.

According to legend, after the Jocie Guo incident, the French Hermes group has sent special people to investigate the damage to the brand image.

There is an Hermes buyer in Liaoning, China, who spends tens of millions of dollars on the purchase of Hermes products every year. It is reported that Hermes has rejected this customer this year, for which reason we have no idea, but we can not help wondering why Hermes refused such a purchasing power customer.

Of course, it will not be their business philosophy. Their protection of brand image is much more than that of most enterprises.

For most well-known brands, brand image is higher than any economic benefit.

In recent years, frequent incidents of foreign luxury goods rejecting Chinese customers, I think, in questioning their "discrimination against the Chinese", we need to reflect on our own social problems. The problem is not that he refused us, but that we let the luxury goods change.