Hermes Will Adjust Shop Strategy Or Set Up Shop In Changsha

We are adjusting our shop strategy.

According to the world clothing and shoe net, part of the adjustment of Hermes is France.

The retail network announced that it would close some of the French medium-sized cities, such as shops in Rouen and Avignon.

"We have always attached great importance to the French market.

But consumer

Habits are changing.

These small shops in medium-sized cities are also limited in the sale of SKU.

Because nowadays consumers like to go shopping in big cities, we do not perform very well in medium-sized cities.

But on the other hand, we sell very well in stores like this big city in Marseilles. "

Hermes Retail Director Florian Craen said.

In addition to adjusting French stores, Hermes closed its store in Sherlock, North Carolina, in 2006.

In addition, it closed the watches and jewelry sales outlets in Harold's department store in London.

Axel Dumas, the chief executive of the group, said that Hermes will also close its small counters located in the airport and focus more attention on department stores.

"We must keep up with the needs of consumers.

When we open a new sales point, we serve local customers rather than tourists. "

He said.

According to the 2016 fiscal year report released by Hermes, there are 307 stores in the world.

From the number of stores, Hermes pays more attention to the French market, with 33 stores located in France, of which 18 are authorized stores.

In addition, there are 40 shops in the important Japanese market.

There are 24 shops in mainland China, 8 shops in Hongkong, 4 stores in Macao, and 9 stores in Taiwan.

However, what Hermes did in the Chinese market was slightly different from that in France.

In its 2016 annual report, it planned: "in 2017, we will open a store in China's second tier city, Changsha."

This time, Axel Dumas also referred to Hermes's opening shop in Changsha and made the time accurate to the second quarter of this year.

However, Hermes has yet to disclose the size of the Changsha store.

"In the past, the Chinese market has always been a male consumer market, but now Chinese women catch up with fashion.

Chinese consumers are changing, they no longer like big Logo, and Hermes has benefited. "

This change may come from the change in the nature of the retail market after the anti-corruption policy.

The original gift giving market shifted to self reward and other consumption purposes.

Axel Dumas said: "what is more interesting is that Chinese consumers are interested in products with special technology, and the scope of purchase is also expanding.

Chinese consumers are getting younger and younger, and their understanding of goods is getting better and better, which is totally different from what we used to understand. "

Axel Dumas also said that in the past five to six years, the number of stores has always been around 315. In 2017 and 2018, it is estimated that 3 stores will be added annually.

In April 27th, Hermes has just released the first quarter of 2017 financial report, compared with the same period last year, (current exchange rate) revenue rose 13.5% to 13.52 billion euros.

In the earnings report, Hermes specifically mentioned the benefits of expanding stores.

Take the Asian market as an example.

"After the Japanese market, sales in the Asian market increased by 16% in the first quarter, mainly in mainland China, as well as in the Hongkong market and Macao market.

At the same time, this good performance has also benefited from the expansion of shops, such as the new store of Singapore's tower, and the opening of a new store in Chongqing, China.

Earnings report wrote.

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