Is The Way To Please Young People To Keep Pace With The Times?

The prediction of the warming has been confirmed by the figures of the major groups in the last few seasons.

This includes the open cloud group led by the strong recovery of Gucci, and led by the rise in LV performance.

Group.

Meanwhile,

And Chanel has become a comparison object, and their numbers are particularly sensitive.

According to the world clothing and shoe net, Hermes has announced its third quarter performance just a few days ago. Its sales increased by 11.3% to 1 billion 337 million euros in the three months ended September 30th, compared with the previous 9 months, and the sales rose 10.2% to 4 billion 50 million euro.

From the regional perspective, sales in France increased by 11.8% to 189 million euros, 14.1% in other parts of Europe, 6.7% in Japan, and 12.4% in the Asia Pacific region, with 8.7% growth in the United States and 16.5% in the rest of the world.

One

The world has grown, which is a good achievement.

But there are always some people who like to take the growth rate as a topic.

For example, Hermes's core leather goods and horse parts slowed down by some quarter and last quarter, about 9.3%, and if compared with the same period last year, the growth slowed down a lot, but last year it was 16.3%.

Although the performance of the clothing and fashion accessories department is still excellent, the performance of the silk Department is also good. As for the emergence of the new perfume Twilly, it has directly promoted the sales of the perfume department.

But do we seem to have a comparison between LV and Gucci? Is there any pressure on Hermes?

After all, sales of fashion leather goods department of LVMH group increased by 13% over last year, while Gucci, the core of Kai Yun, had a 49.4% growth in performance, which clearly surpassed Hermes.

The media used this data to say that Hermes is somewhat conservative in its younger and digitalized progress compared with LVMH and Kai Yun group.

Hermes is also an action, otherwise it will not sell WeChat Apple Watch.

And it is said that the website of Hermes is going online in all parts of the world, but it is not known what will be sold and what it will not sell.

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Two

But is it really the way to please young people with the times?

Hermes has done a lot of activities in the past year, and various art exhibitions have spent a lot of attention and financial resources, first-class standards, and even invited Korean artists to explain the window design on their own.

The only thing that has not been done is to invite a star platform, or to call online shopping.

Before we visited some young girls, the pursuit of bags, someone told me: "since I bought Chanel, I have been reluctant to go back to buy other brands, and I want to buy occasionally, and if you ask me what I want to do in the future, I'm afraid there is only Hermes."

Moreover, as a consumer product, bags are basically not worth preserving, but Hermes can produce Birkin and Kelly into hard currency of fashion circles. The second hand market is the best value specimen.

Let young people aspire to be included in the future plan list, instead of lowering their heads to actively lower their identity and product line to show good to young people. This is the biggest choice for luxury goods nowadays, and most brands can not afford the temptation of current income.

Let's take an example of cross industry.

Before I did a survey in my own group, I asked you a question: BMW, Mercedes Benz and Porsche, which brand do you think is more high-end?

As a result, most people answered "Porsche".

One reason is very simple, because the product line of the former two is too long, in order to meet the needs of young customers, the product of low price line is launched, but the result is naturally diluted the high-end value.

That is to say, when two or three hundred thousand can buy your car, high-end users are no longer willing to spend 150 yuan to buy your brand.

Why does Richard Mille explode red in the watch rich circle? The same reason that people need to cut the identity class with ordinary consumers.

Similarly, there are so many entry-level products in jewelry brands that high-end jewellery is almost forgotten.

If Hermes ten thousand or twenty thousand can buy a large bag, the brand value will evaporate soon.

Three

So it doesn't make sense to compare Hermes to LV and Gucci.

They are not products at the expense level. Most of the young girls who have bought LV and Gucci have been upgrading their consumption in a few years. They will gradually yearn for Hermes.

Moreover, as business continues to grow in the Asia Pacific region, Hermes has considered adding two leather goods factories in 2020, and addresses are also in France. It is estimated that each factory will invite more than 200 craftsmen.

After all, it takes 16 hours to produce an Hermes bag, while France strictly controls the working hours of the workers.

Under the premise of ensuring the quality of products, increasing manpower is the only way.

In fact, the analysis of Hermes's strategy is still commendable. After all, all sectors in this quarter are making progress, especially the fragrance line. It is also admirable for Hermes's eyes. This is also a young market for big brands, the perfume line accumulates recognition and identity for the brand, and at the same time does not affect the value judgment of its core departments.

The Chinese market likes to talk about sales as a hero, dragging the rhythm of many luxury goods, but Hermes does not accept this judgment.

More interesting reports, please pay attention to the world clothing shoes and hats net.