push Chinese native and extravagant brand

2008, French extravagant brand manufacturer the Hermes cooperate with Chinese designer, Jiang Qiong Er, for the very first time and establish"top and bottom" brand, the work includes furniture, household product, clothing and jewelry and tea- related product.Jiang Qiong Er holds brand 10% shares, the Hermes control is 90% rest shares.

although"top and bottom" belong to Hermes underneath brand,"top and bottom" have been reserving own Chinese blood relationship, also seldom stir-fry the Hermes of making oneself blood relationship.Even"top and bottom" brand general manager and art director general Jiang Qiong Er and chief executive officer Pa of Hermes especially inside gram ·gave Ma Si to once publicly emphasize, "top and bottom" is independence at the brand of Hermes, is absolute China manufacturing.

there is industry insider thinking to this, the Hermes is to think much level accrual, avoid a "top and bottom" brand fixed position and Hermes conflict to acquire the approbation of different need consumer.

the domestic sell poor

handicraft weave bamboo net overlay of a set of tea vessel selling price is EUR 4000(the gold silk capacity version then is up to EUR 30,000), coloring a porcelain bowl the selling price is EUR 1400, red sandalwood double person's chair is 500,000 dollars, be located in before Peking a door"top and bottom" product in the shop front is expensive.Though brand general manager and art director general Jiang Qiong Er mean"top and bottom" not luxury goods brand, it the high selling price can hardly make people don't contact the luxury goods to arrive together.

a large amount of selling price didn't give to bring good sales"top and bottom"."Top and bottom" the Hermes finance data reporting recently according to the Reuter's suggests, brand luck the camp have been being placed in to loss in business status for five years, the Hermes throws in about EUR 10,000,000 for it annually, while the year sales of the brand doesn't arrive EUR 10,000,000 currently.

although Jiang Qiong Er said, "top and bottom" the brand is a business that regards culture direction as principle, not with quickly earnings for purpose, in a row five years of deficiency has to let the Hermes look for another exit for it, either.

turn to fight Parisian prospect difficult Be optimistic about

"top and bottom" the brand establish five in the last yearses, it develops speed but has been being fully denounced by the external world.The beginning established, Hermes group once Gao Diao meant in China to set up 19 stores.But passed by for five years, only Shanghai and Peking was two family stores in China currently.And planned the "top and bottom" brand flagship that opened in Paris at the end of last year at first the store then twice delayed, until just start practice on September 12 this year, and this is also flagship store in overseas in the house of the "top and bottom" brand head.

this"top and bottom" flagship shop front in Paris accumulates 70 square meters and is located in to fill the street of Fu Er and gets close to a Hermes monopoly store, is constructed a cloud-like in shape space of by the more than 6000 slices of the Xian thin choiceness white porcelain, comes from Japanese famous designer Wei to grind me of hand.However, turn a war Europe market, its sale prospect isn't expected by the industry insider.