Deep Plough The Chinese Market, Local Culture And Brand Essence Are Parallel.

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The importance of cards is not to be repeated. It can be answered only from the top contribution of the company's earnings every year.

Based on this huge market, we must first let consumers know the brand.

Publicity or advertising is categorized as means, focusing on direction and what is advertised.

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There are many problems to enter China, including aesthetic differences and mutual cultural strangeness.

Therefore, most brands chose the design style and the publicity on single products at the beginning. This is to eliminate the aesthetic differences, and let the products be accepted first under the glory of many years' overseas reputation, thus facilitating sales.

However, when China's luxury environment is becoming more and more perfect, the publicity is not enough.

After years of exposure to the Chinese market, luxury brands launched further strategies and brand culture.

Most of the luxury brands are deep and inherit for generations. The dissemination of brand essence aims at arousing consumers' recognition from cultural keynote.

It is more straightforward to say, that is, the added value of the goods purchased.

The way of cultural dissemination is mainly seen in technology, history, and boutique exhibitions, but there are also brands directly integrated into shopping places. Among them, apart from the exclusive store mode, there is also the industry's new favorite "Home" marketing.

Spreading the essence of brand

Hermes has been stationed in the Chinese market for the first time, and the store has been located in Beijing for 17 years.

Though not the first luxury brand to enter the market, the importance and enthusiasm of the Chinese market is much higher than that of many brands.

In the past two months, it has obviously been the highest exposure rate of Hermes group in the Chinese market. This includes not only the opening of new stores, but also the deep cultural pmission brought by brand houses, and the brilliant collision between the essence of the brand and the Chinese local culture.

When the growth rate of luxury goods in China dropped significantly, why did Hermes group frequently launch its debut in the 217 Huaihai Middle Road, Shanghai, in September 12th, opening the world's fifth "China Hermes house", the first Home marketing company in China, and opened fourth Hermes stores in Beijing in October 23rd.

Cao Weiming, President of Hermes Greater China, said: "as an international metropolis, Beijing has always been of great significance to Hermes.

This ancient capital, which has a history of more than three thousand years, is interwoven with profound culture and advanced culture.

The location of Xinguang heaven and earth, the top commercial landmark of Beijing and even the whole country, fully demonstrates our attention and confidence in the Chinese market.

The new world store will jointly build the Hermes Golden Triangle business area with the Beijing China World Trade Center mall store opened in 2005, and the Beijing Yintai Center store opened in 2008.

At the same time, as a brand store with the essence of the essence of brand culture, the new store has been adhering to the concept of brand over 100 years, always providing customers with the best brand experience, and the brand spirit of "loyal to traditional handcrafts and constantly pursuing innovation".

The store has a trapezoid layout, and one side gradually extends the open wall to connect the parallel inner wall to the exterior wall.

On the floor of the entrance to the store, the mosaic sign made of mosaic is illuminated by a series of Greek ceiling lamps to greet the guests.

These glass bulbs were first built for Hermes in 1925 and led the guests to discover the rich history of Hermes.

The design elements of the exclusive store not only show the beauty of elegant and flowing architecture, but also interpret the eternal quality of Hermes Road, Paris, 24 in the modern way.

The bags are divided into men's ready-made clothes, women's ready-made clothes, and women's ready-made clothes.

Watches, jewelry, ladies' silk and perfume, home furnishing, tableware and harness display.

Landing local culture

In exploring the brand based on the Chinese market, many enterprises have clearly recognized the importance of integration with local culture, and the Hermes group has taken a step forward in the understanding of this issue.

In most enterprises, the "Chinese style" is plated into Chinese style tailoring, Chinese element patterns, and traditional Chinese craft into Western products. Hermes chose a more direct way.

On the premise of quality pursuit of the same height, with the simple, low-key and implicit pure Oriental brand as the keynote, we joined hands with MS. Jiang Qionger to build up and down brands.

This is a local luxury brand that takes root in Chinese culture. The understanding and expression of Oriental culture is far from being applied to the "Chinese style".

Since the establishment of the brand, "up and down" means taking "home" as the starting point, drawing inspiration from the drip of home life, and creating a series of contemporary furniture works.

Following the retail space in Shanghai, Beijing and Paris, the world's first "upper and lower home" was officially unveiled in Shanghai in October 18, 2014, creating a new experience space integrating retail, art, culture and exhibition.

The three layer of the "upper and lower family" continues the concept of "home", designed by Mr. Kumake Go, a white architect. In the interlaced use of modern fabrics, Chinese windows, silk and ink, it creates a home with emotion and beauty.

PatrickThomas, chairman of "upper and lower", said at the opening of the store, congratulations on "going up and down" and developing such a rich product line in such a short time.

I would also like to point out in particular that "Style" has created a unique "up and down" Style in a few years, which is simple, light and life oriented.

I am proud of the brand.

For the completion of the first Home marketing of the brand, Jiang Qionger, chief executive officer and art director of "upper and lower", pointed out that this is not only a historic day for "up and down", but also a very meaningful moment for Chinese handicraft.

This building is the result of Chinese handicraft entering the life after injection of contemporary design.

This is only a phased achievement, and there is still a long way to go.