Hermes Advertised For Himself: Opening Wechat Limited Time Shop

According to the world clothing and shoe net, it may be considered the least likely to be "electric shock".

But one is really trying.

Recently, WeChat limited experience shop was opened again, selling its flag.

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The test of WeChat also means that Hermes has always been a rigorous and traditional step in the road of digitalization.

A small attempt

According to the Hermes Limited shop, the Hermes has released 4 shoes, namely, Ms. Player sports shoes, Miles ladies sports shoes, Player men's sports shoes and Miles men's sports shoes, and the average retail price of the 4 shoes is about 7000 yuan.

Why? Because in October not long ago, Hermes set up a limited store for the official WeChat public for the first time, offering the new smart watch Apple Watch Herm s Series 3, which is co operating with Apple Corp.

According to the Hermes public address, the theme of the on-line product is "salute the classic scarf pattern". WeChat limited time store has 6 Apple Watch products, which is not much different from Apple's official website, and sells for 8000-10000 yuan.

But the limited experience shop means "exploratory" and "flash in the pan". If Chinese consumers want to buy Apple Watch Herm s Series 3 online, I am afraid that they will only browse the details and prices of Apple products by visiting the official website of Apple China.

No traffic Xiao Sheng Hua Dan, no KOL, but in business strategy, electricity providers must keep up.

China's market is too big for its peers to do it first.

For the pace of digital pformation, Hermes's actions in China are lagging behind those of competitors.

In July 2017, Gucci and LV launched online shopping service in China's official website.

It includes all the seasonal products of the brand, and the price is also unified with the physical stores.

But in fact, it is not very accurate to say that it is backward because brands have made various attempts in small areas.

For example, in 2012, Hermes announced the launch of 6 online sales shoes with the electronic commerce website ShopBazaar.com of bazaar, the first "electric shock" of Hermes outside its official website.

The 6 online sales shoes launched by Hermes and ShopBazaar.com belong to the Hermes holiday series, which should not be listed in the spring of 2013, but bazaar has provided exclusive opportunity to buy online.

The 6 shoes will be marked with a special "B" logo, which is sold in ShopBazaar.com, and the location and price difference is quite large, between $600-1600.

In addition to ShopBazaar.com, bazaar's electronic monthly The Bazaar Book will also launch these 6 shoes.

By the end of May this year, Hermes once again let its upper and lower brands land on platforms like Tmall.

"Online shopping is a trend, especially in China," said Jiang Qiong, CEO.

Hermes company itself as early as 2001, ahead of peers in the local business platform.

"In essence, we are businessmen."

Axel Dumas, President of Hermes, told China last year that "online sales are positive, because the scale of sales can be expanded."

And in this year's earnings announcement, he announced that "for us, 2017 will be a year of digital change."

The company believes that the increase in sales of e-commerce channels is much higher than that of the group's overall sales.

Touch new consumers

Therefore, there is no need to discuss whether or not to do online.

What should be discussed now is how to do it.

Dior sold handbags on WeChat on the eve of Valentine's day last year.

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.

Hermes chose timed experience shop.

Although the price of seven thousand or eight thousand is much higher than that of the same kind, it is also indisputable that it is priced at Hermes logo.

Compared with the expensive clothes and bags of the brand, watches and shoes are obviously suitable for "testing the water" (we know that the return rate of online shopping is much higher than that of offline), but at least optimistic, it seems that the first step of Hermes in China's electricity supplier is a step forward.

Since there is still time to build the official website, WeChat cooperation may be a good choice.

The huge user and traffic volume is undoubtedly the best way to show Hermes, and wants to grow grass in the hearts of potential customers.

At the beginning, more than a dozen million bags are obviously not suitable, so the ten thousand yuan or so single product makes people feel that they are enough.

As for how many goods they can sell, maybe they didn't care about it.

All brands need to convey friendly olive branches to younger customers.

"We are not interested in this part of the consumers. Those consumers who like flashy and showy goods are not our target customers," Hermes CEO Patrick Thomas once said.

But the younger generation of luxury goods is a fact.

Brands need new customers. They can adjust their business strategies clearly or secretly to adapt to the changes in the world.

In addition to changing the buying habits of consumers to adjust their sales channels, brands are also expanding some new categories.

Hermes is no exception.

For example, perfume.

The company opened an independent perfume shop in downtown Manhattan two years ago, and then launched two Galop d 'Hermes and Eau Des Merveilles Bleue in 2016, which were quite successful in 2015.

This made perfume one of the best performing products of Hermes last year.

The Internet is changing the entire luxury industry. Many brands have paid much attention to and invested a lot of manpower and material resources in the field of digital communication. Although worried about the impact of brand image and offline sales, some luxury brands are cautious about selling internet products, but no doubt the era of comprehensive digital of luxury brands has arrived.

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