Industry Analysis: Who Will Become The "Hermes" Of The Original Brand?

Under the strong pressure of global luxury brands, the survival space of domestic brands in China's high-end handbags market is becoming more and more narrow. Many brands turn to the foundry business.

DISSONA parent company Shenzhen Jin Jin Industrial Development (Shenzhen) Co., Ltd. was founded in 1985 and launched the brand DISSONA in early 90s.

Like most domestic brands, the company started its manufacturing business.

As a big exporter of luggage and bags in the world, China produces more than 20 thousand bags of 1/3 worldwide each year.

However, up to now, most enterprises are still doing OEM business of OEM, because it is not easy to build leather brand in the cracks of foreign brands.

Not only do we need to bear more unknown risks, but also the investment return time is longer.

As luxury brands enter China in the world, China has become one of the most important luxury markets with strong consumption power.

Consumer awareness and consumption upgrading are changing at a hurricane speed. Luxury handbags quickly become a symbol of identity and status in the middle and high-end consumer groups.

However, the domestic handbag brand stands almost in the opposite direction of this market trend.

The profit margins of the small profits but quick turnover models have been further narrowed because the global brands have partitioned the market share.

If we want to pform the high-end market, the domestic brand has neither the long history and rich experience of the global luxury brand, nor the experience and foundation of high-end brand operation.

In the dilemma, most of the domestic handbag enterprises still follow the inertia, or continue to make OEM business, or give up the first tier market and retreat to the three or four tier cities.

As a result, the domestic high-end handbag Market has almost become a vacancy.

DISSONA's strategy is the opposite.

The brand thinks that if you want to tear the OEM label, you must attach importance to the brand and win the market by design and technology.

In 2010, the brand decided to invest more in brand building and concentrate on original brand management.

DISSONA brand positioning as light luxury brand, from "sell price" to "sell value", go against the trend and enter the high-end handbag Market.

Now, DISSONA, which is against the trend, has achieved some success.

It is reported that the brand has maintained a compound growth rate of 30% for 6 consecutive years, and has become the local brand that occupies the largest market share of China's high-end handbags.

But DISSONA's goals and ambitions go far beyond that. In an interview with reporters earlier on the DISSONA, the brand leader said, "our goal is to create" China's Hermes. "

With such a development goal, where does the DISSONA come from? On the one hand, DISSONA keeps investing in brands, and this area is very few in your domestic brands.

Its brand building has achieved remarkable results, and domestic consumers are no stranger to DISSONA brand.

At present, the brand has more than 300 stores all over the country, and often appears with the global luxury brands in the larger airport shopping places, such as Pudong International Airport.

On the other hand, the bottom line of DISSONA's attachment to Hermes is the brand's research in leather technology over the past 20 years.

The simple craftsman spirit is the core concept of DISSONA.

In the past 20 years,

All products revolve around leather, which provides a solid technological background for DISSONA handbags to enter the high-end market, rather than making "China's Hermes" a gimmick.

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DISSONA's recognition in Europe is even earlier than that in China, because DISSONA has already started to purchase high quality leather in the early days of European traditional leather suppliers, so that many leather suppliers are familiar with DISSONA.

DISSONA also purchases crocodile skin, ostrich skin, snake skin and other precious cortex in the European market, and is used in the advanced product line with an average price of more than 10000 yuan.

Besides the internationalization of raw materials,

It also advocates the introduction of brand designers and craftsmen of international luxury brands as a key strategy to change the quality of brands.

DISSONA thinks that Chinese design is not the design of the Chinese people, but rather the absorption of talents from all over the world.

Since 2011, DISSONA has introduced Thomas Maurice, a senior leather artisan who has worked in Hermes international, and has set up a senior ordering workshop.

Thomas Maurice graduated from Ecole Boudard, a craftsman training school set up by Hermes, and mastered the European traditional crafts such as saddle stitching, oil edge method and so on.

DISSONA observed that European traditional craftsmen are getting older and younger. Young Europeans are reluctant to inherit traditional skills, so they have the chance to introduce European craftsmen into China and train Chinese craftsmen.

The introduction of high-level talents has saved a lot of personnel training costs for DISSONA, while Thomas Maurice directly introduced first-class skills, expertise and quality standards, which saved the process from the top floor of Pyramid, and the time cost of Chinese brand learning frontier technology.

It is noteworthy that the Shenzhen fashion week ended in March, where CARVEN ALexis, Martial and Adrien Caillaudaud, the original creative director, were rumored to have deep design cooperation with DISSONA, and might even join the brand as creative director.

In last year's fashion week in Shenzhen, DISSONA had invited Jimmy Choo, a brand friend and shoe designer, to watch the show. It also showed the investment and ambition of the brand in attracting international talents.

But with the increasingly fierce competition in the high-end handbags market, handbag design has also become a key factor.

For young people who master future spending power and even millennials, material is part of the consideration, but what attracts them is design.

In recent years, DISSONA has also made breakthroughs in the innovation of design, becoming the brand of the It Bag brand in the domestic handbag brand.

In January of this year, DISSONA also boarded the official schedule of Milan fashion week with Shenzhen women's clothing brand ANNAKIKI. DISSONA became the first Chinese leather brand to enter Milan fashion week.

DISSONA presents many brands in Milan fashion week.

Among them, the most familiar consumers are kittens that are biased towards young people, and the secret printing bags that are mature to maturity.

The "cat bag" shoulder bag style decorated with metal cat ears was first introduced in 2015, which caters to the strong trend of the shoulder bag and has a good market response.

Later, when Louis Vuitton and other luxury brands introduced Mini bags, mini sizes and various backups became popular. DISSONA also developed handbag and shoulder sized Multi Size kittens to win the love of local celebrities.

After the lady's cat bag, DISSONA also promoted it to the male consumer and launched the men's version of "Mr. cat."

Secretaries are more mature and steady, and are loved by many mature and elite women.

The minimalist design and superior quality come from Thomas Maurice, a master of brand technology.

He combines the global luxury handbag design concept with Chinese cultural characteristics.

Two hot packages for different groups of women, rapidly improving consumer awareness of DISSONA brand.

In recent years, DISSONA has indeed made great efforts in brand promotion.

Whether it is the appearance of Milan fashion week for international brands or the scale of the annual Shenzhen Fashion Week conference, DISSONA knows the importance of promotion.

Various forms of promotion, including the invitation of social media KOL, the popularity of the hot selling style and the star effect, can stimulate the social attributes of the brand, so that the brand can really catch the young consumers.

From OEM to China's most dedicated handbag brand for leather goods.

In the middle and high-end market, we grow up against the trend, consolidate our technological advantages with our national brand's sense of mission and broad international vision, make up for the short board of Chinese brands, and aim at the needs of the new generation of consumers.

Under the solid efforts, the goal of "China's Hermes" is no longer a gimmick, but the bottom line of DISSONA.

For more information, please pay attention to the world clothing shoe and hat net information report.