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Hermes Luxury Leader Continues To Grow Steadily, New Two Factory Expansion

2013/7/29 20:29:00 19

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Asia Pacific growth is 16% behind the Americas. Fashion category has achieved 20.8% growth. In the eastern part of France, two new leather goods factories will be built to meet the demand of bags,

The topic of "P luxury" has been heated up in 2012.

In the 2012 China Luxury Market Research Report released by Bain management consulting firm, the annual growth rate of luxury goods in mainland China dropped to around 7% in 2012. Meanwhile, the growth rate of consumption in Hongkong also slowed to around 10%.

in the first quarter of this year, many luxury brands released quarterly reports, but the gloomy and gloomy situation did not seem to be completely blown away by the "spring breeze".

Prada's two digit growth is also no match for last year's 47.9% good results.

with the coming of the two quarter, the enthusiasm of the market calling for "warming up" is increasing.

recently, Hermes announced its sales forecast for the first half of the year, which amounted to 1 billion 767 million euros, up 14.4% from the same period last year, slightly lower than that of 15.4% in the same period last year. The growth rate in the first quarter was 12.8% and the growth rate in the two quarter was only 4% to 16%.

leading sheep continued to grow steadily

according to the announcement issued by Hermes, Hermes's sales in the second quarter increased by 12% to 910 million euros, calculated at a constant exchange rate of 16%, higher than the previous quarter's 13% year-on-year growth rate, and also exceeded the medium-term target of the company's annual sales growth of 10%.

Such results should benefit from the growth of < a target= "_blank" href= "http://www.91se91.com/" > leather < /a > products, fashion and aromatherapy, respectively, by 9.9%, 20.8% and 19.9% respectively.

from the specific business area, Hermes's demand in the Americas rose in the second quarter, and sales increased by 22% to 153 million euros under the constant exchange rate. In the same period, sales in Europe increased by 15% to 178 million euros, and sales in other Asian countries increased 16% to 299 million euros.

The company expects annual revenue growth to exceed 10%.

in fact, in 2012, the sales of Hermes also reached 3 billion 484 million euros (about 4 billion 700 million US dollars), up 22.6% from the previous year, and increased by 16.4% according to the fixed exchange rate.

Net profit increased 25% to 740 million euros.

Sales of various business units of the group have achieved brilliant results in the two digit growth. This is also an important reason for the luxury Empire LVMH group to racking its brains to acquire Hermes equity.

it is worth mentioning that Millward Brown, an international famous brand research company, has recently announced 2013 of the world's top 100 best brands. LV is still standing at the leading position in the boutique class with its brand value of about $22 billion 700 million. The second place is the Hermes Hermes, founded in 1837 by French Thierry Herm s.

from harness to saddle manufacture, Hermes has established its first prestige with its exquisite craftsmanship.

Today, Hermes has grown from a small saddle shop to a luxury brand, and the situation of supply exceeds demand.

new two plant expansion

"P", the rising sales of Hermes, will finally expand its capacity to improve the long-term shortage of goods.

Not long ago, there was news that Hermes would add two new leather factories to meet customers' demand for bags.

As early as 2011, Hermes announced that the brand received a large number of orders for scarves and bags, and it was already in short supply.

According to the 2011 financial report, Hermes has achieved sales of 2 billion 840 million euros, up 18.3% over the same period last year, and Hermes has grown particularly strong in China, reaching 36%.

In addition, the demand for brand Kelly and Birkin packages in the US and Japan has risen sharply, and the inventory of Hermes has even been in short supply.

In the two quarter announcement, Hermes emphasized that P should continue to expand its marketing network, strengthen production capacity and ensure supply sources.

Less than P, the new plant plan for Hermes will be able to come out of consideration of expanding production capacity and enhancing its competitiveness.

It is reported that the factory will be built in the eastern part of France, and will provide 600 additional jobs after completion.

The first plant in H e ricourt is scheduled to be completed in 2015 or 2016, and the date of completion of the other one has not yet been announced.

however, increasing production and ensuring quality is another hot topic.

According to analysts who have studied the luxury industry for many years, they told Financial Weekly: "the essence of almost all luxury brands is their craft making, and these skilled craftsmanship masters have been included in their own bags in recent years, including Hermes and Ferragamo, even though some of them own their own workshops, they have been bought together.

Therefore, in the streets and alleys of Italy and France, it is hard to see the small workshops of primitive handicraft handed down by families.

for the production of saddle, Hermes, the saddle making technology is particularly outstanding in a variety of handicrafts. In Hermes, a standard saddle production takes 25 hours. For Hermes leather handbags, it takes only 5 hours to make a Kelly bag handle, and the completion of a Kelly bag takes 18 hours or so to realize that the products of Hermes can withstand the test and temper of time.

Therefore, to retain the craftsmen who can make traditional handicrafts and add the training of Hermes, the quality will naturally let consumers put aside their worries.

Advertising increased by 23.17% in China,

In 1996, P opened China's first Hermes store in Beijing. Hermes has witnessed the gradual maturity of China's luxury market in the past 17 years. Today, luxury consumption in China is tilted from conspicuous motives to self realization and self value.

Luxury consumption is an important sign of economic development.

in the past year, the anti-corruption policy and the rejection of high-end product gifts have led to a decline in sales of luxury goods in China. At the same time, it is also realized that logo products are gradually being abandoned by consumers.

But Suman, Dean of Dominique School of Lausanne business school and vice president of fashion group, such as Suman, agreed that China's luxury consumption will increase in the future. First, the rich Chinese people are more interested in the quality of life, especially the development of the two or three line, or even the four line city.

Bain statistics show that Chinese consumers spend more than 60% of overseas luxury goods in 2012.

The impact of China's economic slowdown on consumer confidence is also one of the reasons for the apparent slowdown in China's luxury market.

Nowadays, Chinese outbound tourism has been unable to stop. A luxury brand agent told financial weekly newspaper that because of price reasons, more Chinese consumers are willing to buy luxury goods while traveling abroad. Before that, he will only sell some products that are suitable for Europeans to appreciate luxury brands. P

But in the last two years, it has changed. With handbags as an example, he also began to wholesale some colorful, logo, small styling leather bags, and a target= "_blank" href= "http://www.91se91.com/" > shoes < /a > will also be small in size, suitable for the foot type shoes of the Orientals.

and Hermes is aware of this.

Therefore, although sales of Hermes in China are not as fast as those in 2010 and 2011, it has been vigorously promoted in the Chinese market. According to data from HCR Huicong Research Institute, Hermes has put 51 million 832 thousand and 200 yuan in print advertisements in the first half of 2013 and 42 million 81 thousand and 300 yuan in the first half of 2012, an increase of 23.17% over the same period last year.