Why are Hermès Birkin and Kelly bags
so expensive and difficult to buy? Those who do not say that you do not know
the hidden rules of the boutique industry
Speaking of Hermes Birkin bag and Kelly bag, it is just as
hard as a Rolex water ghost, because the number is scarce and everyone is
competing to buy, so the price has become very expensive. In addition to the
scarcity of Hermès bags, there are problems with the distribution, not that you
have money to buy them will be sold to you. If you ask Hermes sales "How
can I buy a Birkin bag?" Would you like to tell us about our other
products? ".
1. How hard is it to buy a Birkin bag
and a Kelly bag?
If you try to walk into a Hermès store, ask the sales
consultant if you have a Birkin bag or a Kelly bag, just like buying other
brand handbags. If you get a 99% discount, you will get no answer. Even if they
are in stock, they won’t tell. you. If you don't want to ask when it will
arrive, the sales will tell you politely that there is no fixed arrival time.
But why do the wealthy businessmen, ladies, and female stars
have a Birkin bag in the street? Why is there a variety of colors available for
selection at Milan Station? Where did these handbags come from? In fact, there
are shallow rules. In fact, these bags have long been allocated to which people
can buy.
2. Don't want to buy a package
without a consumption record
Usually, each customer first needs to purchase a sufficient
amount of merchandise to accumulate a beautiful consumption record in the
brand's internal system. At this time, the exclusive sales consultant will
apply for a handbag from the store manager. According to insiders of the brand:
"At present, Hermes still strictly implements the distribution system. If
you want to buy a regular cowhide Birkin bag or Kelly bag, you need to spend
500,000 yuan in other stores first."
However, it should be noted that this 500,000 yuan cannot
include any leather goods, even small leather goods such as belts and wallets
are not allowed. Most people will choose clothing, shoes, silk scarves and
other accessories to get the amount, but If you choose a clock, jewelry or
home, you will be regarded as a better customer by the store, that is, you have
the right to choose the color, size, and leather you like.
You may not imagine how much Birkin and Kelly's bags have for
Hermès. Looking at Hermes's recent 10 years of earnings, the brand's gross
margin has been between 66% and 67%, and there is almost no fluctuation. To maintain the top position of its leather products, Hermès almost packs
the top leather in the raw material market for leather products every year. The
cost is high and the gross profit margin will be lower. Therefore, from the
perspective of Hermes, we definitely want to sell more scarves, fashion, and
perfume, but how do we pay for customers? Just use these top bags to seduce
you.
3. Distribution is no news
Of course, such a system of compulsory consumption is not
only Hermès. This kind of marketing technique in the boutique industry is no
longer news. In addition to winning the "admission ticket" with the
consumer stack, there are also many people who suggest that the practice of
mixing with the clerk, no matter which method, proves the difficult process of
the Hermes bag.
Let's not talk about whether such a marketing technique is
healthy and reasonable. However, in addition to the production of bags, Hermès
has developed its fashion accessories, accessories, watches, and home-like
products. In such a huge product line, to accumulate a certain degree
of loyalty and familiarity with the brand, it is the most basic condition for
becoming a VIP.
Therefore, if Hermes always stays in the cognition of the
three styles of bags, it will ignore the brand's intention. Behind the hidden
rules of the brand's rumors, the test is the consumer's loyalty and recognition
of the brand.
,
This is dummy text. It is not meant to be read. Accordingly, it is difficult to figure out when to end it. But then, this is dummy text. It is not meant to be read. Period.
ConversionConversion EmoticonEmoticon