Hermes Opens Wechat Time Limited In Wechat Public.

On the road of digitalization,

There is almost no retreat.

Luxury brands in France

For the first time, a limited store was set up in WeChat public. In order to seek growth in performance, old luxury goods were treated.

Attitudes are changing.

According to the world clothing and shoe net, Hermes announced yesterday that WeChat Limited shop was set up in WeChat public number, and the sale of Hermes and Apple cooperation series smart watch Apple Watch Herm s Series 3. The theme of this line is "to salute the classic scarves". The stamp of the main style is from the Hermes classic scarf.

A total of 6 styles are available for consumers, priced at around 10000 yuan, which is worth paying attention to. The default payment method is WeChat payment.

The picture shows Hermes WeChat Limited shop purchase interface.

Hermes issued a limited time shop promotion video about 12 seconds, while WeChat article is very short. Besides the main watch and limited time shop, there is no more information, and the page is directly directed to the purchase link.

As of press release, the article read 14000 times.

Hermes will vigorously develop the Asian market. In the first half of this year, Herm s sales increased by 14% in Asia Pacific region except Japan.

Although Hermes seems intent on keeping a low profile, the trial of WeChat also means that Hermes has always been an important step in the digital road. In order to seek growth in performance, Hermes has moved to the industry in China to leave the industry in the first half of this year. Gucci revenue has overtaken Hermes for the first time in the first half of this year.

Some analysts believe that the first test of WeChat's sales by WeChat has chosen a relatively low price Apple Watch cooperation series, to a certain extent, reflects the group's consistent caution and the persistence in developing according to the established rhythm.

However, as the online trend of luxury goods is becoming more and more obvious, Hermes has begun to accelerate the growth of online sales and is paying more and more attention to the most active online market in China.

If the luxury brands ignore digitization and contradict the needs of consumers, they may face the risk of being eliminated by the industry, which is no matter what the Hermes group, which has a market value of 45 billion 600 million, should not be overlooked.

According to the latest survey by Boston consulting agency, the proportion of e-commerce business in the global luxury market is still small. It is still a small part of the global luxury market, accounting for only 7% of the total sales of the industry, but it is expected to reach 12% by 2020. There is still much room for development.

Sanford C. Bernstein, a securities brokerage company, expects that luxury electric business will grow at a rate of two times the overall luxury industry, and online luxury pactions will reach 27 billion euros by 2019.

According to the latest performance report released by Hermes in the first half of the year, the group's operating profit margin reached 34.3% during the period, and the online growth of Hermes brand has surpassed the group's average level.

It is reported that the new website of Hermes will be officially launched by the end of this year. This summer has taken the lead in Canadian trial operation, and the new website in the US market will be launched in October and will continue to land in Europe and Asia.

Axel Dumas, chief executive of Hermes, emphasized.

After offering more products, the new website will run more smoothly on the computer and mobile terminals, and will enhance the user experience by making use of the experience.

Axel Dumas also revealed that Hermes has achieved good performance in China, and Chinese consumers have become the core customer groups of the brand. Not only are they in the first tier cities such as Hangzhou, Guangzhou, Shenzhen, etc., but Hermes is gradually infiltrating into quasi tier cities such as China, Chengdu and Hangzhou. It is said that the brand will open 1 new flagship stores this year.

However, some analysts believe that Hermes has been lagging behind in terms of digital pformation compared with rival LVMH group and Gucci parent company Kai Yun group.

With the gradual pfer of consumer habits to the online market, luxury brands begin to step out of the trial stage to accelerate the layout of the electricity supplier market.

Last year, Dior Tanabata Valentine's Day sold a handbag on WeChat, causing a great uproar.

This year, this mode has been quickly copied by many luxury brands such as Chloe, Givenchy, Tod 's, Valentino, etc., or is launched online with the fashion bloggers, or on the 7th Valentine's day.

Pictured LV official website online shopping service

At present, the industry is difficult to block the trend of the electricity supplier.

In July 3rd, Gucci also launched online shopping service on China's official website.

Then, in July 20th, LV launched online shopping service on its official website in China.

The online shopping services of the two brands cover all the products of the season and cover handbags, shoes, clothing, jewelry and perfume. The price is flat with the physical stores, and supports WeChat and Alipay payment options.

According to exclusive information from LADYMAX, Prada will also open online shopping in China's official website this year.

In addition, luxury brand C e line will usher in a strategic pformation of 180 degrees. Eventually, the brand will yield to digital and will launch online shopping platform this year.

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In contrast, one of the concerns of Hermes's digitalization attempt in China is that the unit price of products is too high, which is not suited to the online market environment, and is also concerned about the potential damage of online sales to the scarcity of luxury brands.

In May 9th of this year, the luxury brand of the Hermes group, which was the main Chinese aesthetic and craftsman art, was launched on Tmall. The one hundred thousand yuan household products were also popular among many online consumers.

The Hermes brand self-contained home series has also been growing. In the first half of this year, sales of jewelry and household sectors rose 14.4% to 172 million euros, the fastest growth rate for all categories.

Some analysts pointed out that if the online access to home purchase is opened, sales growth will be considerable.

The picture shows Hermes core product Birkin platinum package.

Hermes's platinum package has always been known for its rarity. Although the brand has set many thresholds for buying platinum packages, it still can not stop global consumers, especially Chinese consumers, from buying enthusiasm.

Axel Dumas has revealed that Chinese consumers' demand for Hermes's platinum bags, Kelly, Constance and Lindy handbags continues to grow.

Insiders say that nowadays, if you want to buy a few hundred thousand platinum packages, only enough money is not enough. Consumers need to establish a good relationship with the brand shopping guide, and wait for a long time on the scheduled list, while the value of leather or limited items will only be given priority to the sale of important customers.

In addition, there is internal information that in order to stimulate clothing sales, Hermes needs consumers to purchase certain bags only after buying a certain amount of ready-made garments.

The "shopping Bible" formed around the platinum package has become a part of the brand culture. The interpersonal relationship and brand system established by the brand and consumers over the years are also the most valuable asset for the brand.

If Hermes intends to sell core products handbags online, how to maintain the luxury and rarity of products online becomes the biggest problem.

At present, this is still a very big contradiction. The conflict between the "hard feelings" of brand making and the convenience of online sales hinders the next step of online sales of Hermes.

According to the analysis, Hermes may control the online share to a certain extent, but will not eventually touch the core handbag products.

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