Hermes Launched The "Silk Dance Full Circle" To Deal With The Younger Market.

Not everyone can afford to buy Herm s's scarves, but they can easily download the Silk Knots, which is launched by Hermes. Through this APP application, you can watch 12 live demo videos, get 20 kinds of scarf handwriting cartoon guides, and browse the new silk scarves series of Hermes at the same time, while another APP related "necktie" (Tie Break), which is related to ties, is temporarily released from the tedious office work, dull waiting time and dull public transportation with easy game and scene settings.

In September 2014, after six years of renovation, France After the 24 flagship flagship store, the Madison Avenue store in Paris, the Ginza store in Tokyo, Japan and the Seoul Road Park Park in South Korea, the fifth "Hermes house" in the world is located in the Huaihai middle road of Shanghai. It is like a gift of orange wrapping paper, which attracts people to explore the mystery inside the front of Tokyo.

Of the 5 existing Hermes homes, 3 are located in the Asia Pacific region, and Mr. Florian Craen, the executive vice president of Hermes, believes that this does show the importance of the region to the global strategy of Hermes. "But not only Hermes thinks so, but also the whole industry." Florian Craen said, "we have a long history in Japan and South Korea, so the establishment of Hermes house there is a gradual natural selection. Six years ago, we decided to build the same thing in Shanghai. Hermes The house is not a pure rational choice. It relies on foresight and a hot blood. After all, the conditions were not very mature, but what happened today proves that we are right.

In the view of Florian Craen, the development of Chinese market and Chinese consumers in recent years is astonishing. "In China, all changes and developments are faster than other countries, including consumer expectations, cognition, behavior and so on."

In Paris, Florian Craen sometimes visits the Hermes store. He finds that Chinese consumers understand and accept Hermes very quickly and are very clear about what they want. "These Chinese consumers are very diverse, and some understand our brand even deeper than French consumers and our employees." This point makes Florian Craen exclaim. "Of course, there are still a large number of Chinese consumers on the way to try to understand Hermes history, stories and products, which makes us feel very pleased."

However, like the mature markets of Europe, America, Japan and Korea, China's luxury consumers are becoming younger. Many high-end brands are beginning to prepare these new customers with relatively low price, younger products, but Hermes does not do so. In the "Hermes house", it can be seen that different season products are naturally adjacent to each other, such as the home world on the third floor, many designs are invariable for many years, but their design elements are still full of contemporary flavor; for example, the luggage and bags area on the first floor, here is a new handbag in 2014, next to it is often a classic classic.

"We have new products every year, and many of them remain. Classic style On the basis of traditional design, new designs are constantly made to make product lines more hierarchical and richer. Florian Craen explains, "no matter who is the traditional product or the new product created by modern times, there is no one between them to replace whom, but more is a complementarity problem, and it does not conflict."

Although Hermes will not overregulate its product line to cater for young consumers, it does not mean ignoring the needs of this group. Young people like to enjoy the experience on the Internet rather than visiting the "Hermes house". As the two APP shows "fun and fun" and the fun and interaction between them, Hermes launched a new website, lamaisondescarres.com. This virtual scarf house, designed by Pierre Marie, looks like a big house with wonderful interior design and colorful characters and creatures: the gardener floating in the hot air balloon, the sunflower in the breeze, the sliding board on the giant gift box, the gentleman lying on the hammock, giving the experience of "cute, warm, immersive and unexpected", and consumers can explore more than 600 kinds of Hermes silk products in different "rooms", all of which are full of great interest in Pierre Mary.

It can be said that it is this creativity and relaxed atmosphere that makes Hermes maintain a traditional advantage while finding new tools in the digital world. According to the latest data of Hermes, its total sales in the first three quarters of 2014 were 28. 97 billion 400 million euros, which increased by 12% at fixed exchange rates.