Adhere To The Brand Management Bible: Hermes Ten

As a synonym for top luxury goods, according to the world clothing and shoe net, the market value of Hermes group reached 35 billion 821 million in 2015.

However, it is such a top class.

Since its establishment in 1837, the group has spanned 3 centuries and has remained proud and competitive in the evolution of business competition in the past 180 years.

At the top of the world, the most surprising thing is that there is no marketing department.

Hermes, which has no marketing department, has distinctive ideas and methods in brand building and management.

Create longing and mystery rather than demand.

Unlike many of its peers, Hermes has created a sense of mystery that can be maintained in today's digital world.

In order to achieve this effect, Hermes can not only be limited to its famous handbags which are not available, but one way is to extend it to the creativity of the network.

Although Burberry is more regarded as a digital pioneer, Chanel (Chanel) is famous for its elegant YouTube channel, not to mention the personalized fashion show, but the creative content launched by Hermes through various channels is also commendable.

From the demo demo video to the guerrilla electronic store, it regularly releases various contents in a low profile, and deducts the exquisite craftsmanship of the brand in an all-round way, making it unique among its peers.

In the 9 edition of the 2014 Forbes magazine, there is a supporting article on the global innovation enterprise list, which highlights the fact that Hermes has no marketing department.

"Why should we have it? Just like McKinsey has no consulting department, and Microsoft (Microsoft) does not have a software department, marketing is Hermes's core business."

The author Susan Adams (Susan Adams) wrote so.

"Our business is about creating longing.

Such a business will be unpredictable because we are anxious to be uncertain, and we try to harness it with creativity. "

As the magazine article said in the preface, "in a low key and diligent way, the Hermes family has gradually become one of the richest families in the world with assets amounting to 25 billion dollars.

The reason why they can take this step today is not only by selling beautiful luxuries, but also by selling an aesthetical atmosphere that is superior to any company in the world.

Choose the best materials and strive to create a lifestyle and style.

Patrick is the first non family member of CEO in Hermes history.

He said that since the birth of Hermes, there has been no change in the whole strategy, and the same management concept has always been maintained. That is, choose the best materials, no matter how expensive, be creative, and create a lifestyle and lifestyle.

In the eyes of Patrick, the current luxury market is divided into two parts: one is the real high-end luxury goods, the other is for the masses to buy luxury goods.

He sees that in the Chinese market, those brands that are most particular about reputation and quality are going up and down, because "there are always some people who don't care about anything but the best quality."

The lower end of the so-called luxury brand is selling products with its own logo and brand.

Patrick said that the concept of real luxury should rely on quality products to nurture brand, that is, to increase value rather than reduce costs.

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First, rooted in the original intention.

To make products, everything must be rooted in the original intention.

You have to think clearly about where you come from and what kind of things you want to bring to your customers, just like Hermes has been making harnesses.

The saddle on the left is in the 2004 year, and on the right is in the 2003 year. The saddle on the right is characterized by a complete leather and no stitches on it.

Two, persistence in quality

The picture shows a French, meaning that Hermes is always responsible for the quality of the product and responsible for the quality of the material.

There is a story of my own experience: when I first started CEO, a lady found me with a saddle. She said there were some repeated stitches in her saddle, which was a decline in the level of technology.

Then I took her to look for this saddle in our production notebook, but we didn't find it.

I realized that the saddle was produced in 1937, which was bought by the lady's grandmother, and it had been repaired for a while, so there was a repeated suture.

The young lady thought that the product of Hermes would not have any quality problems even after 80 years, and asked for a stitch.

After the repair, we wrote a letter to the master who made saddle.

The letter said, madam, I am very sorry for the inconvenience caused by you. After this maintenance, we can ensure that this saddle can be passed on to your offspring without damage.

From this little incident we can see our persistent pursuit of product quality.

Three, outstanding style

To be a luxury brand is actually doing its own style.

The picture shows a few scarves produced in different years. The left side is produced in 1985, the middle is 2010, and some are developed; on the right is the scarf of 2011.

It can be seen that these scarves were best viewed at that time, but more importantly, they maintained the style of Hermes.

We have always insisted on inventing our own style on the basis of our own style. This is very important. If the company changes to an art director, the design is beautiful, but it is not Hermes style. We will only collect such products in the sample room, and will not be introduced to the market.

So remember, from the very beginning, keep your style.

Four, create "desire to buy".

When making luxury goods, there is no concept of marketing. We are not doing marketing, but just providing products for customers.

The essence of marketing is that you have to cater to the tastes of customers and meet the needs of customers.

If you are a fast selling product, do homogeneity products, such as toothpaste, you may interview 1000 consumers, ask them what color, capacity and other toothpaste they want, and the final product is made according to the needs of consumers.

And what we do is the other way round. We only do what we most specialize in, instead of first investigating the tastes of customers and then cater to their tastes.

There are few companies that really can't do marketing without satisfying the tastes of consumers.

What we create is actually a "desire to buy people".

Five, refuse ugly.

Hermes products will never be ugly.

Although the reality is, in the luxury industry, you make things, even if it is ugly, someone will buy them.

But at least we will not do such a thing.

We only make good products.

Six, connotation is more than logo.

Don't get too wrapped up in LOGO, use products to enhance your LOGO, instead of using LOGO to upgrade your product.

If a company relies on LOGO only to rely on labels to sell things, then sooner or later the company will become increasingly scarce.

If you don't rely on your LOGO very much, you can sell things, indicating that your company has a very rich connotation, because customers will ultimately see your connotation, not your logo.

Seven, refuse milking

In the market, the general company has milking process, meaning that when making a product, after investing, it should constantly milking from its body, and constantly gain benefits.

You can take such a milking way in the mass goods industry, but you can't do this in the luxury industry.

If we have a product that is very successful or more successful, we will halt the product at a time, because if a product has been very successful, it will destroy our luxury brand, and the brand is everything to us.

Eight, pay more attention to yourself than to the outside world.

Do not pay attention to competition. If you compete, you will soon become the same as your competitors. Do not look at the outside world, just look at yourself, what is your core competency; do not stare at competitors. When you compete with others, you will gradually lose yourself.

Nine, profit is not the goal

The principle is that profit is only a comparative benchmark, but a good reward. It is definitely not a strategic goal.

Ten. The most important asset is human beings.

For a luxury company, the most important asset is people. Investing in people is always worthwhile. We will think of ways to make our employees happy and let them develop in their careers.

Personal life is a private matter for employees, but employees are unhappy in their work and directly affect their personal lives.

The smile of employees is the best reward for me as CEO.

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