Hermes Invest In Chinese Handicraft "Upper And Lower" Brand

Whether Zegna, Hermes or Cartire, they like to pport their craftsmen from Europe to China to show the "pure handmade" process to Chinese media.

Every time I look at these blonde craftsmen, quietly playing with their leather shoes moulds, tabulating devices or woolen fabrics, I always think that Chinese handicraft has long been pure, but not packaged by modern brand concept.

And because it has not been well developed, resulting in the handicraft industry's subsequent weakness, in addition to the famous teachers who have become famous, they are still moist.

Now, some of China's most endangered handicraft businesses are investing in an investor, but the money comes from the French luxury group Hermes.

When

In 2007, when deciding to cooperate with designer Jiang Qionger in Shanghai, even the people in the fashion circle did not know which product line or target audience would be the new brand.

Nowadays, there are three retail stores in Shanghai, Beijing and Paris. The small one in Paris is only 40 square meters, and the main market is China.

Last month, "up and down" opened the first concept store "upper and lower home" in a three story century villa in Huaihailu Road, Shanghai.

Products include: Bamboo button porcelain cup (5500 yuan), "sculpture" series of cashmere felt coats (43000 yuan), "big world" series rosewood desk (880000 yuan), "Long Yun" series of single color glaze incense burner (8000 yuan), and red sandalwood "gentleman" mahjong series (68000 yuan) and other household life, clothing and accessories.

Handicrafts are the common characteristics of these products.

For example, the bamboo buckle porcelain cup, the Jingdezhen cup high temperature white porcelain, the Sichuan weaving craftsman with thin bamboo wire on the outer layer of the cup, a thin layer of bamboo weaving, this process can make the knitting never fall off, and the bamboo yarn will be over time.

Brighter and brighter.

The fabric of cashmere felt is kneaded and made of hand-made cashmere raw material.

"Up and down" is invested by Hermes, and Jiang Qionger owns 10% of the shares. Now the head of the company, Patrick Thomas, has been the CEO of Hermes group. Although he has retired, he is still in charge of the "up and down" brand, which he founded when he was in office.

He said: "in the first 7 years, we only immersed ourselves in exquisite products without considering the income problem.

Now, it's time to talk about when it will be smooth.

According to the existing sales performance and growth rate, he estimated that in the 2016-17 years, the "up and down" brand can be flat.

It takes 7 years to hatch a brand into a project that has just been able to keep its financial balance, and then ten years to see him grow and thrive, which is unthinkable in China.

In 17 years, the Alibaba has turned from a start-up to a US listed company with a market value of $two hundred billion. Such a project is a model for the Chinese people.

Compared with LVMH group, which is keen on buying brands, Hermes group prefers to raise their own children.

Today, the Hermes group has only shoe brand John Lobb.

Brand Saint Louis and several other brands of Liao Liao, and 99% of the group's revenue comes from Hermes.

This also makes the "up and down" brand particularly eye-catching.

Despite the success of "up and down" in business, it remains to be verified by time. However, Hermes group has a good look at the way to create and support brands.

David brand, a marketers who first put forward the concept of "brand assets", mentioned brand management: "in addition to ensuring excellent quality, brands need a higher ideal and pursuit."

For example, UGG, for example, represents the admiration of outdoor life, human yearning for nature, and so on. For example, Unilever, for many years committed to environmental protection behavior, its products are environmentally friendly packaging, raw materials pursue environmental protection standards, and won the United Nations Environment Programme's approval.

The Hermes group's fascination and persistence in handicraft should also be a valuable spiritual pursuit.

In fact, it is this persistent pursuit of quality and technology that has finally shaped consumer trust in brands and ultimately realized at high prices.

The "up and down" brand came from Jiang Qionger's collaboration with Hermes to design shop windows.

Jiang Qionger was born in a family of art.

His grandfather, Chiang, was one of the first Chinese artists to study abroad. He was also one of the first artists to introduce western oil painting to China. His father, Xingtong and participated in the construction of the Shanghai Museum.

Jiang Qiong has studied in France and loves to collect Chinese handicrafts.

Her interest and the Hermes group hit it off and eventually led to the birth of "up and down".

Patrick Thomas mentioned more than once that "up and down" is Jiang Qionger's.

I asked him curiously, "would it be too risky to bind a brand of a group with a name?"

But when he grows up, his dependence on his mother will be reduced.

Joll is a man of great wisdom. She knows.