Online Shopping Hermes Bags Will Soon Come True. It Will Enter China's Online Market.

There are still more and more

According to the "women's Wear Daily" news, many times to test the water.

Herm s will release a provision in October 17th.

The official website of the Chinese version.

In addition to the display in Chinese, the website will be designed with reference to the recent website platform improved in the US and Europe. The director of the website can also freely choose the products that can be provided, just like store managers around the world.

According to its chief executive, Axel Dumas, despite the fact that Chinese consumers are still unable to purchase brand logo Birkin or Kelly handbags on the website, the brand will sell all spot products with stock on line.

According to the second quarter earnings report recently released by the brand, in the three months ended June 30th, the sales of Herm s in the second quarter increased 7.2% to 1 billion 460 million euros compared with the fixed rate, which increased 11.6%.

Among them, there is a lot of credit on the cable business.

As early as March this year, Herm s launched its orientation.

The official website, although the site's browsing volume is not high at the beginning, its sales have been greatly improved.

"Expanding online business is a powerful way to recruit new customers and expand existing customer base," Dumas said. "On the existing online platform, about 78% of customers are brand new consumers."

Speaking of the Chinese market, Dumas also said that although Herm s's initial plan is to focus on the establishment of new websites in China and the introduction of customer traffic to the website, the company will also be in the late stage with Alibaba's Tmall luxury platform "Luxury Pavilion" or Jingdong.

To establish partnership.

"China's online market is already quite mature, but this cooperation may not be carried out immediately."

Dumas revealed.

In his view, even though Herm s really needs to expand its online business in China rapidly, the brand hopes to have its own control over e-commerce strategies, including product display and price regulation.

"Cooperation must be seriously negotiated, because we are a little bit strict in terms of display and price.

So at the beginning, we will focus on our website, which may take longer and take more risks, but in the long run, this will be an effective strategy. "

Dumas added.

At the same time, he also pointed out that China's online platform now provides many different ways of cooperation, so it is possible to cooperate with them while maintaining brand control.

In fact, in the past half a year, investors in the luxury goods industry are also paying close attention to the market of China's luxury goods market.

According to UBS, China's luxury consumption growth will decline from 13% in the first half of this year to 8% or 7% in the second half of this year, thanks to the Sino US trade war.

However, it seems that Herm s has not been affected for a while. In July this year, the brand had issued a report that although the Shanghai stock exchange was hit hard, the Herm s s market, which was driven by China as the main driving force, was still growing by 13% in the first half of the year.

In other markets, the brand has also achieved good returns.

In May of this year, Herm s opened a store in California and Mexico Cancun, resulting in an increase of 12.4% in sales in the Americas, while the demand in the European market increased by 7.8% over the same period last year.

Under this growth momentum, Herm s also reiterated its goal of increasing revenue at a constant exchange rate.

Especially in the Chinese market.

In recent years, luxury goods companies are trying their best to provide services to Chinese consumers, and have established partnerships with more and more Chinese companies to help them navigate more and more young, fast moving and less loyal consumers.

"Chinese customers have become the youngest consumers of our brand customers, and many cities are springing up a group of very young non tourist customers."

Dumas said.

But for Herm s, their expansion in Asia has not only entered China.

According to the brand official, Japan, which already owns Herm s's online business, and South Korea, which does not set foot in the brand's digital sales, will become the next step to promote online sales by Herm s.

。