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"Jocie Guo Incident" &Nbsp, Making Hermes Sales Increased By 10% In The Past Three Months.

2011/8/16 15:26:00 55

French luxury

brand

Hermes is probably both happy and sad.

As the most sought after prop in the Jocie Guo incident, Hermes as a "godmother of the stock" and a gift from the godfather to Jocie Guo are all red and wide.

The negative effect of this free advertisement is that Hermes has to connect with labels such as show off wealth, bribe tools, upstarts and so on.

Yes, Hermes has to face a slightly damaged reputation.

It is said that this incident crossed the sea and alerted the arrogant French.

Insiders say that ten people from a French firm came to Beijing to investigate the purchase behavior of Chinese luxury consumers, taking the case of Jocie Guo as an example.

The black humor is that Hermes has gained direct economic benefits in the Chinese market while its brand image has been damaged.

According to the World Luxury Association's monitoring of Hermes sales in the past three months, sales of Hermes increased by 7% to 10% after the Jocie Guo incident.

The structure of the Chinese consumer groups in Hermes is changing and new users are growing rapidly.

According to Ouyang Kun, the chief representative of the World Luxury Association's China Representative Office, the latest three months

consumption

The number of people obviously increased by 40% or so. "Before, the customers of Hermes are mostly customers of the first tier cities. Most of the new consumers are two or three lines and no customers of Hermes stores."

Jocie Guo, with his own strength, not only uncovered the shady scenes of the red conference, but also handed in his hand to complete the advertising bombardment effect for Hermes, so that the Hermes consumption crowd who had not yet completed the "channel sinking" in China's two or three line cities all over the country.

However, I don't know if Hermes doesn't believe that Jocie Guo's Hermes bag is actually only two, which may become another aspect of the French investigation.

Hermes group's earnings report showed that in the first half of this year, Hermes achieved sales of $1 billion 840 million, an increase of 22% over the same period last year, and the US and China increased sales by more than 30% in the first half of the year.

Sale

The top two.

Last year, Hermes even launched a local brand "up and down" in China, which is the first time that Hermes has launched its overseas brand.

As the originator of hunger and thirst for marketing, Hermes has never worried about the loss of high-end consumers, but for France, the luxury exporting country, this survey of Chinese luxury consumer buying behavior is more like a prospecting trip. What is expected to be sought is a gorgeous treasure, rather than a low-key universal value in the Chinese market.