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Analysis Of The Cause Of Hermes Herm E S

2014/5/9 17:15:00 55

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we have already passed the era of Shanxi Merchants vote in a hundred years ago, using the mysterious hidden head poems to represent numbers. In the digital age, duplication became a certain attitude towards life.

At this point, a traditional handbag can not be traditional, it is difficult to maintain its own survival symbol.

Hermes is especially good at creating some kind of mysterious scarcity. They have been like this for one hundred years and never seem to be moved by the "a href=" http://www.91se91.com/ "market < /a" even though the demand is hot.

remember two years ago a Hermes's piece about the brand's diamond studded waist belt buckle. Yes, it's just a belt buckle, because Hermes's belts and buckles are sold separately.

The price of this belt buckle shop is 280 thousand yuan each.

When a rich man commissioned a fashion expert to inquire about it, the Da found that all the belt buckles in the shop in Beijing had been bought or paid in advance.

In the past two years, the popularity of luxury goods can be seen.

This expensive brand is usually described by the domestic media at a high level. Even the enthusiasts say that if you want to enter the Hermes store in China, you'd better do your homework beforehand: for example, dress up more exquisitely or throw out a bunch of bills or a golden sunflower card.

Less than P, this kind of madness for luxury brands is not only in Beijing, of course.

In London, the huge demand of Chinese tourists and purchasing troops makes Burberry, MiuMiu, Prada (Prada) and Gucci (Gucci) crowded on the Bond Street, and the shops that are more sophisticated and more space feel narrow and cramped.

why < a href= "http://www.91se91.com/" > Hermes > /a > total disqualification? /p >

before entering a Hermes flagship store on the Geneva lake, I have never stepped into any Hermes store.

With regard to the number of tourists, Geneva and Switzerland are almost comparable. They can be one of the most expensive cities in the world. The Rue de Rh ne here has got all the luxury cards you want and all kinds of top flagship stores.

For example, Hermes shops and Chanel are neighbors, and the front and rear feet are Patek Philippe, C e line and Dior (Christine Dior).

although it is a working day, there are many leisurely customers in the three storey shops of Hermes, Geneva. The top floor bags are naturally the most popular plates.

Friends of the same time are reading a classic little black leather bag of Hermes Constance. Like hot Birkin, Kylie, Kelly, Constance is also out of stock.

She was waiting for the bag in Germany, India, Mumbai and London, and could be a new customer. After 2 years, she still had no shadow of her bag.

For Hermes fans, this long wait is commonplace.

"frankly speaking, I haven't seen Constance handbag for a long time."

The shop assistant shrugged.

He pulled out the key from his chest, opened the glass window and took gloves, and took out a Constance wallet with a series of black crocodile skin.

Hermes's wallet is always 5000 Swiss francs, the classic handbag must be over 10000 francs, the RMB is also 100 thousand yuan, but it is still hard to find a bag.

because this handbag is too rare, the fans of Hermes can only buy such a Constance or "Kylie" matching wallet. They also need to make the best use of them, such as wearing exquisite metal chains for their wallets, or a narrow Hermes printed scarf, so that they can also play a small Satchel.

another salesperson, Boniya, is introducing a rare blue belt buckle handbag to a pair of couples in India.

This bag has a very elegant French name. Unfortunately, it sounds very pleasant to me but hard to remember.

Since the launch in September of last year, this mysterious new product has only produced four.

Not only is the cortex different, but also the color is different. Rare treasure blue is rare.

Because of an old customer's dishonesty and customization, the new product will appear on this Hermes store shelf.

"fortunately, in Hermes, we sell things without effort."

Boniya told me frankly.

For this point, she felt deeply in the training of Hermes interns.

For most old customers, queuing has always been the norm.

Old customers like to visit this boutique regularly, most of them just take chances.

"even if there is internal relationship, no product package, there is no way."

Boniya said.

in my opinion, this is a rare sale.

Just to satisfy my curiosity, she slipped two packages of delicate boxes from the shelves behind the cashier, one of which was the Hermes yellow orange platinum bag, and the other one was the Kylie bag of black sheep's skin.

The two most popular Hermes women's bags are not available all year round, even if they have samples.

"they are samples. As far as I know, they can never be sold at least for the time being."

Boniya said.

I think Hermes is especially good at creating some kind of mysterious scarcity. They have been like this for one hundred years and never seem to be moving the market even if demand is hot.

As a handmade Hermes bag, craftsmen must be trained for 5 years before they can meet with Birkin bag.

The final sewing of each leather bag takes about 5 to 20 hours.

Each package will mark several letters and numbers in a hidden place, marking the factories, time and craftsmen making bags.

For these mysterious "characters", only senior sales are fully understood.

At this point, a traditional handbag can not be traditional, it is difficult to maintain its own survival symbol.

slow company's Survival Logic .

P, a traditional and old-fashioned "slow company", is expected to grow by 14.7% in the first quarter of this year, more than 9% of rival Louis Weedon's brand.

Axel Dumas, chief executive of Hermes, explained that "because demand has always been strong, volatility is always associated with actual supply."

I was accustomed to the description of "shrinking demand" and "market depression" when I read the newspaper, and I had to admire the independence of Hermes.

in fact, most of the Hermes that were created in 1837 are still owned by the family, and only a small proportion of them are traded on the Paris stock exchange.

The silk scarves that make women crazy by the brand are still drawn in Lyon, and the silk technology in Lyon has been famous for a long time in France.

this is like a psychological war. In the eyes of some celebrities, "money can buy" a natural sense of accomplishment rather than "money can't buy".

Erin Armendinger, director of the Jay H.Baker Retailing Initiative at Walton business school, concludes Erin's business philosophy as "luxury on waiting lists".

in fact, Louis Weedon also has rules, for example, each customer can only purchase up to two handbags for each passport. Therefore, on Champs Elysees in Paris, desperate Chinese tourists often borrow passports from strangers on the street, so that they can buy more than one bag at a time.

To break through this ban, they can either prepare enough passports or move from one store to another.

This may seem troublesome but not at all difficult to achieve.

I don't know whether it is because of the market strategy or the fact that the output is not enough.

The noble of Hermes has even spawned a special industry chain.

in China's high imitation market, the classic Hermes leather bag is about 2000 to 3000 yuan RMB, and even the "secret symbol" of Hermes leather can be added to imitate.

In an overseas purchasing market of muddy water, high imitation luxury brands are hard to guard against.

China's active purchasing agents in Europe are mostly distributed in London, Paris, Milan, Rome and Barcelona.

They often shuttle to stores in Italy, Spain and France, and all the Hermes shops in Ortles, and if lucky, they may occasionally encounter a classic bag with large customers' custom-made and returned products.

these "Birkin" and "Kylie" will probably appear at eBay or Milan station in Hongkong later, and the price is higher than the selling price at least two to 30%.

At the Milan station, the products of Hermes package may be more than any other Hermes flagship store.

Similar packages are also popular among some European collectors' second-hand stores and websites, but the price is much cheaper than Milan station.

I know a European resident a href= "http://www.91se91.com/" > buying /a >, if you have the opportunity to go out shopping, you will bring more than ten thousand euros. If you meet Kylie or Bai Jin, the most expensive of Hermes, you will immediately get in.

After that, as long as a promotion in the circle of friends, increase the price of 20% and then let go.

Similar scarce luxury goods are always in short supply.

the current situation is that as a result of purchasing too much fire, according to some old Hermes customers, even a belt buckle with "H" type is rarely seen in a London store.

Not to mention the diamond drills.

If it's a leather bag, any classic item will be bought instantly.