Shooting and editing | Jiang Hao interviews and writes | Du Mingwei
I met Luc Hennard, CEO of Hermes Greater China, after the opening ceremony of Harbin franchise store. When we explained to Luc that it would be a relaxed interview, Luc jokingly said "Can I dance?" because of his joke, which eliminated all the tension in interviewing a brand executive.
At the end of the interview, we asked Luc, "If you choose one of Hermes' many products that you like best, which one would you choose?" His answer was: "It's really difficult for us to be interested in only one product."
The friction between e-commerce, online shopping, retail and digitalization is not easy for Hermes, which has a history of 181 years and has been flowing through six generations.
In October, a new official website was launched, and Hermes began to launch online shopping in China; WeChat time limited experience store was tested twice last year. Luc hennard, CEO of Hermes Greater China, now thinks, "In fact, there is no essential difference between online and offline, but they both constitute a multi-channel marketing system."
Talking with Luc Hennard about digital marketing, he said that "Hermes started online shopping in some countries about 15 years ago." Compared with bombarding consumers with the freshest products and marketing activities through social media such as microblog and WeChat, Hermes seemed calm, solemn and ritualistic.
So, why can it still become the dream of consumers?
"In 1997, when entering the Chinese market and opening the first store, the Qianlima Exhibition was held;
In 2014, when Hermes House Shanghai opened, Hermes Horse Exhibition was held;
In 2017, Hermes Wonderland Walk Exhibition landed in Shanghai from Paris across the sea;
In October 2017, we held the first Hermes Spiritual Culture Exhibition in Shanghai—— Tracing the source of Zhui Ben Global exhibition tour;
Tracing the Origin of Hermes Spiritual Culture Exhibition
Tracing the Origin of Hermes Spiritual Culture Exhibition Two months ago, the Hermes spirit series cultural exhibition - Trace Forward also just opened in Shanghai. "
Hermes Spiritual Culture Exhibition
Hermes Spiritual Culture Exhibition
Hermes Spiritual Culture Exhibition This is the sense of ceremony of Hermes and the dream it has achieved for everyone.
In Luc's words, "art and handicrafts are always rooted in Hermes." Art exhibitions, window displays with artists,
It solidly conveys its calm, solemn, rich and interesting, as well as the life ideal it can give. Instead of drifting with the tide in the contemporary wave of digital marketing.
Such Hermes is really easy to make people feel good. Therefore, in the face of the wave of digital marketing, Hermes is changing and unchanged.
Can Hermes meet the demands of social media and digital marketing, the collective youthful transformation of dissatisfied brands, and the changing appetite of the trend of the times?
HERMES Autumn/Winter 2018 Press Conference At the end of the interview, Luc seemed to give us an answer to this question.
When we ventured to ask Luc which of Hermes' many pieces impressed him deeply, we looked through the gap between the interviews to see the display area of Hermes' Harbin store, and his choice was saddle.
"For me, the saddle is not only a beautiful product, but also reflects the essence of all Hermes products."
Just like a saddle, innovation is not contradictory to the essence of the product, that is, innovation does not mean "changing the face".
"At first, the company manufactured various kinds of harness products. With the development of the times, people began to use cars, Hermes adjusted its business direction and shifted its focus to new products, such as travel bags. Today, Hermes still adheres to this concept."
Hermes 181 years ago must have changed a lot compared with all the displays in today's stores. However, art and handicrafts are still the main theme of the soul, and are imbued with more products, even cross-border cooperation. As Luc said when he introduced the saddle to us, "The leather used in the saddle can also feel the same touch on the men's leather jacket."
The same "touch" can also be a wrist watch or silk scarf. It can even be female or male.
Therefore, Hermes today is more than just satisfying the appetites of certain types of people.
Sina Fashion: How does Hermes view the origin between fashion and art?
Luc Hennard ： Art and craftsmanship are always rooted in Hermes. We love art and exquisite craftsmanship, and have held many art exhibitions in succession. Since 1997, when we entered the Chinese market and opened our first store, we have held the "Qianlima" exhibition; In 2014, when Shanghai "Hermes House" opened, we held the "Hermes Horse" exhibition; Then there is the "Wonderland Walk", which interprets our understanding of art in a unique way; Last year, we held the first "Hermes Spirit" cultural exhibition; Two months ago, the second "Hermes Spirit" was launched in Shanghai, with the theme of "Trace and Forward", tracing back the origin of Hermes and the spirit of travelers.
Display window of Hermes Harbin store Sina Fashion: In the era of social media, how can traditional luxury brands break through?
Luc Hennard ： This is a good question. Hermes has always been at the forefront of e-commerce. About 15 years ago, Hermes opened online shopping in some countries. In October this year, Hermes China launched online shopping. This new platform will also bring new means of communication, which can more flexibly release local related content.
In fact, there is no essential difference between online and offline, both of which constitute a multi-channel marketing system. We strive to integrate it into a complete consumption experience. Consumers can browse the product information online to the exclusive store for consultation and purchase products, or browse the products in the exclusive store first, and then purchase online.
Sina Fashion: Is the younger generation also becoming the mainstream of Hermes' consumption?
Luc Hennard ： Hermes has many product categories, such as fashion, scarves, leather goods, etc. Each category has an independent creative director who is telling their own stories. Many of these product stories can attract young customers, while other customers can also find the part that attracts them.
Sina Fashion: How to Balance Craftsmanship and Consumerism?
Luc Hennard ： Since the establishment of the brand in 1837, six generations have been unremittingly pursuing exquisite craftsmanship and quality. Hermes has repeatedly made innovations. At first, En mile Herm è s manufactured all kinds of harness products. With the development of the times, people began to use cars. Hermes adjusted its business direction and shifted its focus to new products, such as travel bags. Today, Hermes still adheres to this concept.
The latest innovative product is the watch launched in cooperation with Apple, which is an innovation for us and is also rooted in the essence of Hermes brand.
Sina Fashion: Hermes entered Harbin for the first time in 2010. How is the consumption performance in Northeast China?
Luc Hennard ： As for consumption habits, customers in Northeast China are not very different from those in other regions of China. The number of customers who like the brand is increasing, and they appreciate the connotation, quality and spirit of the brand. The times are changing with each passing day, and the franchised stores should also show a new look. To celebrate the reopening of Harbin franchise store, we specially prepared a special version of Constance 24 handbag.
We hope that each store has its own unique features, just like their design. The interior design of this store is ingenious, combining with the local characteristics of Harbin. As a brand for all consumers, we will not distinguish between entry-level customers or VIP customers.
Of course, some customers love the brand very much and have relatively stronger consumption intention.
Sina Fashion: Is there a Hermes piece that impressed you?
Luc Hennard ： It is difficult for us to be interested in only one product. Each of the dazzling products has great attraction. But I have always been fascinated by the saddle. For me, the saddle represents the essence of Hermes brand. It has exquisite workmanship, uses the best leather, feels comfortable, and has practical functions. It is the most representative product in my heart.
It is not only a beautiful product, but also reflects the essence of all Hermes products. The leather of the saddle can also feel the same touch on the men's leather jacket.
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