The Hermès carrying out the brand separation launch Chinese new brand

Hermes (Herms) will be 9 in China in May launched a new brand . The French company would like to take initiatives, to win more customers in the world's second largest luxury goods market.

Hermes adopted North Asia Managing Director Brice Han, Florian Craen, said, "up and down the Shang Xia brand will be" completely independent "Hermes mainstream product line in order to avoid customer confusion.

Some analysts believe that the up and down the shop will dilute the Hermes Kelly bag and Birkin package known. Up and down the first stores will open in Shanghai, the sales tableware and , furniture .

However, Brice Han to the British "Financial Times", said Hermes, a Paris company, up and down with them "completely different".

"This is a Chinese brand, developed by the Chinese team in China, based on Chinese technology, and is mainly produced in China. We do not want to cause any misunderstanding."

Western luxury goods group for the Asian market exclusive series such as to Burberry (the Burberry) Black Label Blue Label is only available in Japan and Hong Kong.

According to reports, the cowboy clothing company Levi Strauss & Commercial Co., Ltd. (Levi Strauss & Co.) this year plans to launch a Chinese brand.

Hermes decided to create a separate brand, but also reflects a difficult problem faced by the luxury goods business in Mainland China for the Chinese market.

these companies need to look for other ways to the localization of products to attract more Chinese consumers, without prejudice to their own brand value.

hair care and skin care brand must adjust the product to make it more suitable for Asian skin and hair - there are biological differences with Western consumers. The cosmetics brand must adapt to the cultural practices the Mainland makeup or no makeup.

clothing and footwear luxury brands do not have their products how much to adjust.

"foreign brands would like to say: We come from abroad, Ray Hill, Shaun Rein, said," Shanghai Chinese Market Research Group (China Market Research), he pointed out that most consumers do not want to "made in China" products.

Fudan University, Shanghai luxury consumer experts said Sun Yimin, look obviously foreign-designed shoes, handbags and , jewelry , sales obviously designed for the local market of such products.

she said, not as good as pure foreign products for the Chinese market design products "popular". click here learn more Hermes Birkin 30cm information

Chanel (Chanel) and Prada (Prada) recently launched the Shanghai World Expo special products, including the shape of Chinese food takeout bags Chanel handbag.

but their goal seems to be pleasing to the World Expo Shanghai Municipal Government as a task, rather than change their basic strategy for the Chinese market.

Hermes did not disclose the details of the "up and down the brand, nor the brand marketing activities.

When asked why the launch of the "up and down" brand, the Brice Han just said the move aims "to pay tribute to the process already exist.

Sang Buddha Bernstein,

Sanford Bernstein, luxury goods analyst Luca Solca (Luca Solca), Hermes move "shows that attract strong demand, they focus on high-end price strategy as Louis Vuitton (Louis Vuitton) and Gucci ( Gucci ) and other big brands. "

"In addition, Hermes China late in consumer awareness not only lagged behind the Louis Vuitton and Gucci, but also behind Burberry and Prada."

up and down will initially be selling tableware and furniture with a traditional theme of household products in China. However, Brice Han said that the brand may be extended to other areas.

Hermes did not mention the upper and lower price range or target customer groups. But the Brice Han said, logically speaking, opened its second store in Beijing.

He added that if the up and down a good performance in China, Hermes of the brand will be extended to other countries.

But Brice Han said, although Hermes is the development of China's luxury brand, but its mainstream product line to have 18 stores (in China) will not produce special products for the Chinese market.

he said: "Hermes is a whole, we will not split."

Tang Shide. Torsten Stocker, said,

analyst at consulting firm Monitor Group (Monitor), despite the Hermes brand separation strategy makes sense, but how to do will be a challenge.

"China's consumer market is very small, people will soon find out, up and down Hermes launch, but this may be a good thing."

, The Tang Shide, said: "I think it will be because of the trust for quality and craftsmanship of Hermes, the more trust up and down the brand."

Hermes (Herms) will be 9 in China in May launched a new brand . The French company would like to take initiatives, to win more customers in the world's second largest luxury goods market.

Hermes adopted North Asia Managing Director Brice Han, Florian Craen, said, "up and down the Shang Xia brand will be" completely independent "Hermes mainstream product line in order to avoid customer confusion.

Some analysts believe that the up and down the shop will dilute the Hermes Kelly bag and Birkin package known. Up and down the first stores will open in Shanghai, the sales tableware and , furniture .

However, Brice Han to the British "Financial Times", said Hermes, a Paris company, up and down with them "completely different".

"This is a Chinese brand, developed by the Chinese team in China, based on Chinese technology, and is mainly produced in China. We do not want to cause any misunderstanding."

Western luxury goods group for the Asian market exclusive series such as to Burberry (the Burberry) Black Label Blue Label is only available in Japan and Hong Kong.

According to reports, the cowboy clothing company Levi Strauss & Commercial Co., Ltd. (Levi Strauss & Co.) this year plans to launch a Chinese brand.

Hermes decided to create a separate brand, but also reflects a difficult problem faced by the luxury goods business in Mainland China for the Chinese market.

these companies need to look for other ways to the localization of products to attract more Chinese consumers, without prejudice to their own brand value.

hair care and skin care brand must adjust the product to make it more suitable for Asian skin and hair - there are biological differences with Western consumers. The cosmetics brand must adapt to the cultural practices the Mainland makeup or no makeup.

clothing and footwear luxury brands do not have their products how much to adjust.

"foreign brands would like to say: We come from abroad, Ray Hill, Shaun Rein, said," Shanghai Chinese Market Research Group (China Market Research), he pointed out that most consumers do not want to "made in China" products.

Fudan University, Shanghai luxury consumer experts said Sun Yimin, look obviously foreign-designed shoes, handbags and , jewelry , sales obviously designed for the local market of such products.

she said, not as good as pure foreign products for the Chinese market design products "popular".

Chanel (Chanel) and Prada (Prada) recently launched the Shanghai World Expo special products, including the shape of Chinese food takeout bags Chanel handbag.

but their goal seems to be pleasing to the World Expo Shanghai Municipal Government as a task, rather than change their basic strategy for the Chinese market.

Hermes did not disclose the details of the "up and down the brand, nor the brand marketing activities.

When asked why the launch of the "up and down" brand, the Brice Han just said the move aims "to pay tribute to the process already exist.

Sang Buddha Bernstein,

Sanford Bernstein, luxury goods analyst Luca Solca (Luca Solca), Hermes move "shows that attract strong demand, they focus on high-end price strategy as Louis Vuitton (Louis Vuitton) and Gucci ( Gucci ) and other big brands. "

"In addition, Hermes China late in consumer awareness not only lagged behind the Louis Vuitton and Gucci, but also behind Burberry and Prada."

up and down will initially be selling tableware and furniture with a traditional theme of household products in China. However, Brice Han said that the brand may be extended to other areas.

Hermes did not mention the upper and lower price range or target customer groups. But the click here learn more Hermes Birkin 30cm information Brice Han said, logically speaking, opened its second store in Beijing.

He added that if the up and down a good performance in China, Hermes of the brand will be extended to other countries.

But Brice Han said, although Hermes is the development of China's luxury brand, but its mainstream product line to have 18 stores (in China) will not produce special products for the Chinese market.

he said: "Hermes is a whole, we will not split."

Tang Shide. Torsten Stocker, said,

analyst at consulting firm Monitor Group (Monitor), despite the Hermes brand separation strategy makes sense, but how to do will be a challenge.

"China's consumer market is very small, people will soon find out, up and down Hermes launch, but this may be a good thing."

, The Tang Shide, said: "I think it will be because of the trust for quality and craftsmanship of Hermes, the more trust up and down the brand."