The "Top And Bottom" Brand Of Chinese Handicraft Invested By Hermes Is Particularly Bright.

Here world Clothing and shoes Xiaobian of the network introduces the Chinese handicraft "upper and lower" brand which is invested by Hermes.

Whether Zegna, Hermes or Cartire, they like to transport their craftsmen from Europe to China to show the "pure handmade" process to Chinese media. Every time I look at these blonde craftsmen, quietly playing with their leather shoes moulds, tabulating devices or woolen fabrics, I always think that Chinese handicraft has long been pure, but not packaged by modern brand concept. And because it has not been well developed, resulting in the handicraft industry's subsequent weakness, in addition to the famous teachers who have become famous, they are still moist.

Now, some of China's most endangered handicraft businesses are investing in an investor, but the money comes from the French luxury group Hermes.

When Hermes decided to cooperate with designer Jiang Qionger in Shanghai in 2007, even people in the fashion circle couldn't tell which product line or target audience would be the new brand.

Nowadays, there are three retail stores in Shanghai, Beijing and Paris. The small one in Paris is only 40 square meters, and the main market is China. Last month, "up and down" opened the first concept store "upper and lower home" in a three story century villa in Huaihailu Road, Shanghai. Products include: Bamboo button porcelain cup (5500 yuan), "sculpture" series of cashmere felt coats (43000 yuan), "big world" series rosewood desk (880000 yuan), "Long Yun" series of single color glaze incense burner (8000 yuan), and red sandalwood "gentleman" mahjong series (68000 yuan) and other household life, clothing and accessories.

Handicrafts are the common characteristics of these products. For example, bamboo silk cup porcelain cup, tea cup selection of Jingdezhen high temperature white porcelain, weaving by the Sichuan craftsman with fine bamboo silk in the cup outer layer of a thin layer of bamboo weaving, this process can make the knitting will never fall off, and the bamboo yarn will become more and more bright with the passage of time. The fabric of cashmere felt is kneaded and made of hand-made cashmere raw material.

Up and down Hermes Investment, Jiang Qionger has 10% of the shares, the incumbent Patrick Thomas has been the Hermes group CEO, although now retired, is still watching the "up and down" this time he founded the brand. He said: "in the first 7 years, we only immersed ourselves in exquisite products without considering the income problem. Now, it's time to talk about when it will be smooth. According to the existing sales performance and growth rate, he estimated that in the 2016-17 years, the "up and down" brand can be flat. It takes 7 years to hatch a brand into a project that has just been able to keep its financial balance, and then ten years to see him grow and thrive, which is unthinkable in China. In the 17 year, Alibaba has changed from a start-up to an American listed company with a market value of US $two hundred billion. Such a project is a good example for Chinese people.

Compared with LVMH group, which is keen on buying brands, Hermes group prefers to raise their own children. Today, the Hermes group has only a few Liao Liao brands such as shoe brand John Lobb, crystal brand Saint Louis and so on, and 99% of the group's income comes from Hermes. This also makes the "up and down" brand particularly eye-catching.

Despite the success of "up and down" in business, it remains to be verified by time. However, Hermes group has a good look at the way to create and support brands.

David brand, a marketers who first put forward the concept of "brand assets", mentioned brand management: "in addition to ensuring excellent quality, brands need a higher ideal and pursuit." For example, UGG, for example, represents the admiration of outdoor life, human yearning for nature, and so on. For example, Unilever, for many years committed to environmental protection behavior, its products are environmentally friendly packaging, raw materials pursue environmental protection standards, and won the United Nations Environment Programme's approval. The Hermes group's fascination and persistence in handicraft should also be a valuable spiritual pursuit. In fact, it is this persistent pursuit of quality and technology that has finally shaped consumer trust in brands and ultimately realized at high prices.

The "up and down" brand came from Jiang Qionger's collaboration with Hermes to design shop windows. Jiang Qionger was born in a family of art. His grandfather, Chiang, was one of the first Chinese artists to study abroad. He was also one of the first artists to introduce western oil painting to China. His father, Xingtong and participated in the construction of the Shanghai Museum. Jiang Qiong has studied in France and loves to collect Chinese handicrafts. Her interest and the Hermes group hit it off and eventually led to the birth of "up and down".

During the interview, Patrick Thomas mentioned more than once that "up and down" is Jiang Qionger's. I asked him curiously, "one of the group." brand Is it too risky to be tied up with a name? "He said," up and down is a baby, and can't live without his mother. But when he grows up, his dependence on his mother will be reduced. Joll is a man of great wisdom. She knows.