Hermes is going to introduce a totally new brand in China on this September
. Hermes as a French company is in hope of getting more customers in the second largest luxury market around the world through this plan. Hermes 2010 handbags and shoes are increasingly popular.
The northern area director of Hermes, Florian Craen states that the brand Shang Xia will be completely free from Hermes main product line so as not to confuse customers. Some analysts believe that the new Shang Xia shops will dilute Hermes brand which is famous for its Hermes Kelly and Birkin handbags. The first shop of Shang Xia shops will be opened in Shanghai, selling dishware and furniture. However, Florian Craen says on British Financial Times that Hermes is a Paris company and Shang Xia is completely different from it. "This is a Chinese brand developed by Chinese team, based on Chinese techniques and primarily produced in China. We do not expect to cause any misunderstanding".
Hermes decides to create a single brand for Chinese market alone, which also reflects a tough problem luxury-product companies have faced in China mainland. These enterprises have to blaze a trail in an attempt to maintain the value of its brand and to attract more Chinese consumers by localized products. Chanel and Prada recently introduce special products relevant with Shanghai Expo, including Chanel handbags with Chinese take-away plastics. But their goal seems to please Shanghai government instead of shaping its strategy in Chinese market. Hermes has not revealed details of Shang Xia brand, nor has it publicized the brand.
For more information, please visit http://www.hotefashion.com