Towards the end of the year, the price of many Hermès products increased again. On December 29, the reporter learned from the official customer service of Hermes that some of Hermes' products have been adjusted**. Among them, the Minikelly generation is now priced between 50,000 and 60,000 yuan, compared to more than 40,000 yuan previously. The Birkin25 is priced between 80,000 and 90,000. On social **, the products that have risen in price in December sorted out by netizens show thatThe single increase of the popular model went straight to 10,000 yuan, and Birkin's increase ranked first. The Minikelly generation rose by 177%, birkin25 rose 12%. 
In the second half of this year, the growth rate of luxury groups slowed down, and the performance of Hermès, as a top luxury brand, still maintained a certain growth. According to the financial report, in the first nine months of this year, Hermes Group's sales increased by 21% year-on-year7% to 1006.3 billion yuan. This is also the first time that it has exceeded the 10 billion euro mark in the first three quarters. In the third quarter of this year, Hermès' sales rose 15% year-on-year6% to 337 euros, beating analysts' expectations of a 14% increase. Among them, the core leather goods and harness division sales of 139.6 billion euros, up 158%。While peers in the Americas have not performed as expected due to consumer confidence, Hermès has not been affected. In the third quarter of this year, the American market increased by 20% year-on-year4%, platinum bag sales increased significantly. In addition, the growth rate of the French and European markets is also as high as 183% and 181%。Sales in the Asia-Pacific market, where China is located, increased by 10% year-on-year2%。Hermes, which has been doing well, has raised prices frequently this year. According to previous reports, Hermes will begin to adjust its products on December 15, with an increase of 6%-12%, further expanding from 5% to 10% at the beginning of the year. This popular model is often 10,000 yuan, and the increase has reached a new high. However, Hermès' price increase is more to consolidate its leading position. Zhou Ting, president of the VIP Research Institute, told reporters that the focus of the price adjustment between the head brand and the second- and third-tier brands is somewhat different: in addition to promoting sales and maintaining the image of brand value preservation and appreciation, Hermes's price adjustment is also one of the important reasons for responding to Chanel's challenges. As the most valuable product in luxury handbags, Hermes bags have always been regarded as hard currency comparable to ***. In order to ensure the status of the first luxury brand, it is a basic condition that the benchmark product ** is not lower than Chanel. Unlike Hermès, Balenciaga's price increase is more about improving the brand image and **. Southern ***nddaily), n** reportThe copyright belongs to the original author
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Review: Zhang Lei
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