Hermes official website chooses to put product navigation on the home page, and clearly prices, this model will also be launched in the Chinese market
More and more luxury brands are aware that there is almost no escape route on the road of digitization.
According to fashion business news, the new official website of the French luxury brand Hermès has officially launched in Europe on Tuesday after a year and a half of constant adjustment tests. In the statement, Hermes defined the new official website as a digital flagship store of the brand. In addition to updating the official website interface design, it also price-marked some handbag products and launched e-commerce services. This is the first time Hermes has sold handbags on the official website.
This is the first time Hermès sells handbags in the official website.
In order to highlight the concept of Hermès digital flagship store, the newest official home page of the new official website is the latest documentary produced by French documentary film director Frdric Laffont and the brand. In addition, compared to the old website's hidden product navigation, the new official website chooses to put product navigation on the home page, including all categories of clothing, handbags, scarves, watches, riding equipment and perfume, allowing consumers to browse The purchase process is smoother.
At present, the new official website is available in four languages: French, English, Spanish and German. It supports payment methods such as credit card and Paypal and can be sent to Germany, Austria, Belgium, Denmark, Spain, Italy, the United Kingdom and Sweden. In the country, consumers can also choose to order their own brand stores.
In fact, Hermes launched e-commerce services as early as 2001, but it was limited to entry-level products such as scarves and accessories, and did not involve core leather handbags. Its over-conservative attitude has become a brand in the wave of digitalization. The biggest step forward.
Hermes CEO Axel Dumas also admitted earlier that compared to the development of new technologies, the brand's old e-commerce website has lagged behind, and in order to ensure the high-definition picture quality of the product pictures, the brand has not launched a mobile phone app. Some analysts pointed out that the e-commerce service to open handbags products on the official website is enough to prove Hermès' determination to further transform to digital.
It is worth noting that while making improvements to the official website, Hermes is also expanding its influence in the digital field through different channels.
In mid-March, Hermès launched the mini-app App H-pitchhh to attract young consumers. The concept of the game is derived from the traditional "horseshoe" game, an outdoor sport popular in the British army in 1869. Consumers only need to slide on the screen with their hands. Irons can hit the post to score. Unlike ordinary stand-alone games, users on H-pitchhh can also challenge friends online.
On March 29th, Hermès opened its fourth limited-time experience store at WeChat and sold 2018 men's spring/summer collections in combination with small games and sales. Prior to this, Hermes has sold scarves and watches through the same channel. With shoes and other products.
Some people think that the current digital strategy of Hermès is to use high-tech means to consolidate the brand's sense of dignity and ritual in the minds of consumers. Axel Dumas stated in the statement that Hermès now needs to jump out of the tradition to narrow the digital divide with its competitors.
The millennial generation is a key group that redefines the direction of the luxury market in the next decade. With LVMH and Kaiyun's brands accelerating the layout of the e-commerce market, Hermes, who was dismissed by Gucci on the scale of income, felt unprecedented pressure.
Stimulated by high-frequency digital marketing campaigns, Gucci has been rated as the world’s most influential luxury brand for two consecutive years, and its creative director Alessandro Michele was named the most popular designer in 2017.
In addition, since the Gucci official website launched its e-commerce service in China last year, the official website of the brand reached 4.7 million visits in December, 2.5 times more than the 1.9 million visits in December 2016. LVMH officially launched its own e-commerce platform in June last year. Its most conservative luxury brand, Cline, also officially launched a new official website with e-commerce services at the end of last year.
According to the data from the fashion headlines, Hermes’ sales in 2017 increased by 6.7% to 5.5 billion euros at a constant exchange rate. On the scale of revenue, Gucci was left behind for only one year in a row. The latter recorded a revenue of 62 last year. Billion euros surpassed 700 million euros. In 2016, Hermès’ income was 5 billion and Gucci’s revenue was 4.278 billion euros.
Although Hermes did not show the specific performance of the e-commerce business in its financial report, according to Axel Dumas, the increase in e-commerce sales of the brand last year was much higher than the increase in the group’s overall sales, which slightly eased the brand’s previous e-commerce channels. Worry.
Lucie Greene, global director of fashion forecasting for J. Walter Thompson, an advertising company, has said that the opportunities for e-commerce are just like “the next Chinese market” for luxury brands. Data shows that e-commerce has affected 62% of luxury consumer purchases, including the two stages of product inquiry and procurement. Online sales have become the most important growth engine for the luxury goods industry.
According to a recent survey conducted by the Boston Consulting Group, the share of the e-commerce business in the global luxury goods market is expected to reach 12% by 2020, and there is still much room for development. Sanford C. Bernstein, a securities brokerage firm, expects luxury e-commerce companies to grow twice as fast as the overall luxury goods industry. Online luxury goods transactions will reach 27 billion euros by 2019.
It is reported that Hermes plans to promote its digital flagship store to more regions in the world and will open it to the Chinese market before the end of this year. While continuing to increase digital expansion, Hermès will continue to expand physical retail channels and plans to open 8 new stores in the United States and China this year.
Axel Dumas revealed in an earlier interview that the Asia-Pacific region has become the world's largest market for Hermès. With the repurchase of luxury goods by Chinese consumers, the brand's sales growth rate in mainland China is accelerating, showing a good momentum.
However, according to analysis, Hermès’s digital attempts in China are much more conservative. One of its concerns may be that the unit price is too high to adapt to the online market environment, and there is also concern about the scarcity of online sales for luxury brands. Potential damage.
Axel Dumas emphasized earlier that Hermes did not deliberately cater to young people's preferences. At present, the Group does not specifically target younger consumers' marketing strategies, and it still develops according to its own established rhythm.