Hermes (Hermes) Opens Micro-Blog, Wechat.

In private discussions with friends in the luxury industry, we all feel that the delay in opening micro-blog and WeChat public accounts depends on the attitude of luxury goods.

It is believed that these new media are too vulgar and too low, but as Hermes has repeatedly seen negative news in mainland China and the "cold winter" encountered by luxury goods in the mainland market, Hermes seems to be a bit stuck.

All the time,

Famous for its hunger and thirst marketing, there has been a legend waiting for N years in a bookshop.

But there is another saying that these bags are hidden in the little black room, so long as there is money, there is no need to make reservations.

Although there are different opinions, we have reason to believe that when the sales expectations of the rich are not so optimistic, it seems that they can not give up the rare atmosphere of easy setting up.

Hermes needs to find people who are not so rich but eager to have Hermes.

Obviously, it can be made through online communication.

And potential

Fast connection, and micro-blog and WeChat are obviously the easiest and most user friendly platforms.

But in fact, it brings us another new topic, like a brand like Hermes, which has a limited number of stores in the Chinese mainland market. This way of passing the brand through the Internet seems to be a nuisance.

If online operation is done well, but online shopping is not provided, how can the customers who do not reach the offline channels realize pformation?

It is estimated that they have also found this dilemma. So Hermes's micro-blog and WeChat are still pushing the information for the time being, so the number of fans is relatively low.

Obviously, there are some ways to solve these problems. But as a luxury industry in tradition, do we have courage and determination to make changes?

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In the past two years, due to the influence of multi-channel sales, especially the electricity supplier, the traditional brands that quit the consumer market are very few. Even Revlon, the famous international cosmetic brand, chose to withdraw from the Chinese market earlier.

For the clothing category with high proportion of traditional business, the current sales predicament is more obvious. For a while, the argument that "shopping mall is the fitting room of the electricity supplier" is one after another.

Store clothing is not easy to do, leading directly to the sale of goods category adjustment.

The head of a department store said in an interview with the Chengdu Commercial Daily reporter: "in 2014, the mall increased efforts to adjust the overall structure and format ratio of the store, and implemented the business direction of increasing consumption items such as catering, leisure and entertainment. In 2014, the overall sales volume of the shopping Mall increased compared with that in 2013, but clothing sales were not ideal, and this year will continue to adjust the venue."

The external pressure brought by objective factors, such as the convenience and convenience of online shopping channels, has blocked many consumers from going to the mall for clothing consumption, endless promotions and price cuts, and the business community has gained popularity and the brand has been greatly hurt. Nowadays, more and more festivals and big promotion seasons require brands to match the shopping malls with low prices, discounts, gifts and activities, attracting consumers, increasing frequency and increasing strength, making the clothing with higher profit margins become a losing proposition, and the purpose and demand of consumers to go shopping also begin to change, from "buying" to "experiencing", increasing the consumption of eating, drinking, playing, enjoying and traveling, and reducing the amount of "buy". The analysis of the actual operation of the apparel industry is not only a few of the major shopping malls.

The person in charge of a shopping center in East Chengdu told the business daily, "at present, the business situation of shopping centers is beginning to be more difficult, and then gradually improve, to the current total sales increase every year.

However, on the basis of such a better overall development, the operation of the two major department stores that are outsourced is very bad, which also reflects the difficult operation of the department store with fashion apparel as the main business status.