Digital Trend Can'T Stop. Hermes Is Finally Selling Handbags On The Internet.

More and more luxury brands realize that there is almost no retreat on the road of digitalization.

According to the fashion business news, the French luxury brand Hermes new official website has been officially launched in Europe this Tuesday after a year and a half of constant adjustment tests.

In Hermes's statement, the new official website was defined as the digital flagship store of the brand. In addition to updating the official website interface design, it also marked the price of some handbag products and launched e-commerce services, which is the first time that Hermes sold handbags on the official website.

In order to highlight the concept of Hermes digital flagship store, the latest publicity film of French documentary director Fr d d ric Laffont and brand collaboration was first appeared on the front page of the new official website.

In addition, compared with the hidden product navigation of the old official website, the new official website chose to place product navigation on the front page, including

Handbags, scarves, watches, horseback riding

And all kinds of products such as perfume and perfume make the browsing process of consumers more smoothly.

At present, the new official website has four languages, French, English, Spanish and German, and supports payment methods such as credit card and Paypal. It can be sent to Germany, Austria, Belgium and Denmark.

Italy, the United Kingdom and Sweden and other major European countries, consumers can also choose to go to the brand store after the purchase.

In fact, Hermes launched e-commerce services in the early 2001, but it is limited to entry level scarves and accessories, and does not involve the core leather handbag products. Its conservative attitude has become the biggest fetter of the brand in the digital wave.

Hermes CEO Axel Dumas also admitted earlier that, compared with the development of new technology, the old brand e-commerce website has lagged behind, and in order to ensure the high-definition picture quality of products, the brand has also delayed the launch of mobile App.

Some analysts pointed out that the electric service of opening the handbag products on the official website is enough to prove that Hermes is determined to pform digitally.

It is noteworthy that while improving the official website, Hermes is also expanding its influence in the digital field through various channels.

In mid March, Hermes launched the App H-pitchhh to attract young consumers. The idea of the game came from the traditional "throwing horseshoe" game, which is an outdoor competitive sport popular in the British army in 1869. Consumers only need to slide on the screen with their hands, and iron can be scored in the middle pole. Unlike ordinary independent games, users on H-pitchhh can also challenge their friends online.

In March 29th, Hermes set up fourth time limited shops in WeChat, selling small games and selling products to 2018 men's spring and summer series in a local fashion. Before that, Hermes has sold silk scarves and watches through the same channel.

And other products.

There is a view that Hermes's digital strategy is to strengthen the brand's sense of honor and ritual in the minds of consumers by means of new and high technology.

Axel Dumas said in a statement that Hermes needs to jump out of the traditional shackles to narrow the digital divide with competitors.

The millennial generation is the key group to redefine the development direction of the luxury market in the next ten years.

As LVMH and Kai Yun's brand accelerate the layout of the electricity supplier market, the revenue scale is being pulled down by Gucci.

Inspired by the high frequency digital marketing campaign, Gucci has been named the world's most influential luxury brand for two consecutive years. Its creative director, Alessandro Michele, has been named the most popular designer in 2017.

In addition, since the launch of Gucci's official website in China last year, the official website of the brand visited 4 million 700 thousand times in December, which is 2.5 times the amount of 1 million 900 thousand visits in December 2016.

LVMH launched its own e-commerce platform in June last year. Its most conservative luxury brand, C e line, officially launched a new official website with e-commerce services at the end of last year.

According to the fashion headline data, Hermes's sales increased by 6.7% to 5 billion 500 million euros at a constant exchange rate in 2017, and in a short span of a year, it was left behind by the Gucci that ran all the way. The latter recorded 6 billion 200 million euros in the past year and exceeded 700 million euros.

In 2016, the income of Hermes was 5 billion, and the income of Gucci was only 4 billion 378 million euros.

Although Hermes did not show the specific performance of the electricity supplier business in the earnings report, according to Axel Dumas, the sales growth of the brand in the electricity supplier channel last year is much higher than that of the group's overall sales growth, which slightly relieved the brand's worries about the electricity supplier channel.

Lucie Greene, global director of fashion trend forecasting Department of advertising company J. Walter Thompson, once said that the opportunities for electric providers are like "the next China market" for luxury brands.

Data show that the electricity supplier has affected 62% of the luxury consumer buying behavior, including the two stages of commodity inquiries and procurement, online sales have become the most important engine of growth in the luxury industry.

According to the latest survey by Boston consulting agency, the proportion of e-commerce business in the global luxury market is expected to reach 12% by 2020, and 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.

It is reported that Hermes will plan to extend its digital flagship store to more regions around the world, and will open to the Chinese market ahead of the end of this year.

While increasing digital expansion, Hermes will continue to expand its physical retail channels and plans to open 8 new stores in the United States and China this year.

Axel Dumas said earlier in an interview that the Asia Pacific region has become the largest market of Hermes in the world. With the re purchase of luxury goods by Chinese consumers, the sales growth rate of brands in the mainland of China is accelerating, showing a good momentum.

However, some analysts say that one of the concerns of Hermes's digitalization attempt in China is that the price of the products is too high, which is not suitable for the online market environment, and the worry is that online sales are potentially damaging to the scarcity of luxury brands.

Axel Dumas earlier stressed that Hermes did not deliberately cater to the preferences of young people. At present, the group has no special marketing strategy for young consumers, and is still developing according to its established rhythm.