Analysis of Hermès Marketing Strategy and Chinese Application

Abstract

After the Economic Reform and Opening up, China's economy has developed rapidly and taken the lead in many industries. However, the luxury industry is almost entirely dominated by European and American brands. It is difficult for Chinese luxury brands to compete with them in China. As a benchmark in the luxury industry, Hermès has been able to run for nearly 200 years. Its marketing strategies have significant implications for the development of luxury goods in China. This paper utilizes the marketing theory of the 4Ps to conclude that high-quality products, offline consumer services and aesthetic experience, the high-priced strategy with rarity as its core and unique publicity and promotion methods are its four main marketing advantages. Based on the current situation of Hermès, this article discusses the contradictions between digital business transactions and brand positioning, rarity strategy and service experience after the outbreak of the epidemic. Finally, the paper explores the application of its marketing methods in China. The experience gained from it is necessary to combine Chinese local culture with brand connotation, formulate a clear brand positioning, carry out bold innovation in combination with contemporary culture and combine with the digital economy, and walk out of the internationalization of luxury goods with Chinese characteristics.