Behind The Strong Growth Of Hermes In Japan

In Japan, Hermes sells secrets.

Emmanuel Raffner said that in Japan, people and people pay attention to loyalty and loyalty, and Hermes sells to customers' homes.

Last year, due to the severe economic situation in Europe and China, the performance of the major luxury brands was not satisfactory.

LVMH group's fashion and leather goods sector grew by only 1% in the first quarter.

Kai Yun group's brand Gucci, the first quarter sales fell by 7.9%.

Prada group net profit declined for the first time, annual net profit fell to 451 million euros, down 28% compared with the same period last year.

Hermes made a good start in 2015, and sales revenue in Europe and the Americas increased by 4.6% and 9.6% respectively.

In the Asia Pacific region (excluding Japan), the overall growth slowed down, and sales revenue grew by 7.7% over the same period.

But Hermes is in the lead in the Japanese market, attracting 142 million euros in Japan, and sales revenue grew by 15% over the same period last year.

When other luxury brands are bogged down in the world, especially in Asia, China and Japan,

Why can we make money?

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Compared with its competitors, it is more predictable.

Earlier, taking into account the global economic and monetary instability, Hermes first lowered its sales growth target for the medium term and full year in 2015, from 10% to 8%.

Last year, a large number of Japanese VAT rose.

Early purchase led to a surge in sales during the same period.

However, the good performance in the first quarter of this year was mainly due to its optimized distribution network, and sales revenue continued to grow by 15% compared with the real exchange rate.

The strong performance of Hermes in Japan this quarter is not a coincidence. Japan has been the biggest market for Hermes.

In the first quarter of 2004, Hermes's global sales amounted to about 3.15 billion euros, and the Japanese market accounted for 1/3 of the world's total sales.

Hermes has deep roots in Japan and has been dedicated to Royale since 1911.

In 1961, ordinary Japanese people could buy Hermes.

When did Hermes enter the Chinese market? 1997 years.

Hermes has grasped the spirit of "chrysanthemum and knife" in Japanese society.

In the 1983 year of the year, Hermes started the "Hermes Japan Week" in Japan and opened the first direct shop to start a direct dialogue with the Japanese people.

"The core values of Hermes are similar to those of Japan."

Emmanuel Raffner, then vice president of Hermes, said in 2004 that "the spirit of craftsmanship, high quality and traditional crafts advocated by Hermes is consistent with the traditional culture of fine arts and crafts advocated by Japanese society."