Hermes new brand "up and down" will be opened

In mid-September, the French luxury brand Hermes (Herms) Huaihai Road in Shanghai opened its first "down" (Shang Xia) stores. The brand can be considered a thoroughly Chinese brands by designers from China, hand-made by the Chinese, now tentatively only sold in China. This initiative can be described as unprecedented in the luxury industry. According to the "down" branding responsible said yesterday, "down" products, including clothing, jewelry, purses, furniture and a series of people's daily lives and related products. Currently the store is being renovated, is expected to be officially unveiled in mid-September. , "China" luxury "There was also a luxury brand with Chinese cooperation, but their own from scratch to be a phenomenon of Chinese brands are not many." Xiang Qi China Foreign Trade University, Research Center has the luxury moon, the previous most luxury brands to get with China through the acquisition of characteristics of the brand, such as Li Feng Group (Richemont) acquisition of a special dress made of "the beach", Sichuan Wenjun wine was LVMH Moet Hennessy (LVMH) acquired. "Made in China" does not always give the impression of high-end. Many industry insiders believe, in the Chinese market to sell a Chinese-made brand itself is a big challenge. Shanghai Fudan University Sun Yimin luxury consumer experts said, look, obviously foreign design shoes, handbags and jewelry, sales significantly better than the design for the local market of such products. Moon has said, "up and down," brand launch is likely to make high-end image of the affected Hermes, "Hermes Hermes will definitely and 'down' distance themselves from the relationship between the two brands." Hermes managing director of North Asia Brice Han (Florian Craen) told the British "Financial Times" interview, has said that Hermes is a "Paris's" and "down" will be with them "completely different." It is understood that the current "down" and Hermes in Shanghai, belong to two companies have separate marketing and public relations departments. Hermes compromise It seems researchers in the industry, the introduction of Chinese brands - "down" is the concept of Hermes in the market and brand the result of compromise between the two. Rapid growth for the world's second largest luxury goods market in China, now has become a major luxury brand contested. And the "limited" famous Hermes in China late in the current consumer awareness lags behind not only Louis Vuitton (LouisVuitton) and Gucci (Gucci), but also behind the Prada (Prada). As of June, less than the number of stores in China, Hermes 20, and subject to their own "orientation", the rate of expansion is much less Louis Vuitton and Gucci. "A KELLY Hermes bag the cheapest price but also more than $ 60,000, and must be ordered, the customer will have to wait a year and a half to get." Moon was that high prices and limited so as not Hermes LV and GU - I, like the rapid expansion. "For Hermes, of course, hope to seize the Chinese market share of more." Xiang Qi China Foreign Trade University, Research Center Faye Wong luxury that "'up and down' brand launch, can produce complementary and Hermes , while maintaining the image of Hermes, while the high-end, the company's financial supplement for more. " "Bottom" of the expansion plans It is noteworthy that the choice of Hermes as a breakthrough in Chinese culture, rich in traditional Chinese philosophy, means the "down" in the name, known as "the long-standing technology to China to pay tribute." According to the "Hong Kong Economic Times" reported "down" opened in Shanghai, the future will store the image to open in Paris, France. Hermes explained, "down" mainly sold in China, but the show in Paris, the brand will enhance its brand value, especially for Chinese tourists to France recognized the brand. Brice Han told the British "Financial Times", logically speaking, will select second store opened in Beijing. He added that if the "bottom" in China performed well, Hermes will promote the brand to other countries. British "Financial Times" reported, Brice Han added that although China is developing a luxury brand Hermes, but its main product lines (with 18 stores in China) will not produce special products for the Chinese market.
Summary:Hermes new brand "up and down" will be opened