ON OCTOBER 10, WANG YE, LISA, AND LIU RUOMEI BOARDED A PRIVATE PLANE AND FLEW TO PARIS.

This time, they are going to the Hermes headquarters to discuss a cooperation.

Everyone aspires to own a Hermès.

Hermès has become synonymous with luxury luxury, with a market capitalization of 23.69 billion euros in 2010, according to the financial report at the end of 2010.

However, it is such a top luxury group, founded in 1837, spanning three centuries, still proud in the evolution of 170 years of business competition, standing at the pinnacle of the brand world. The most surprising thing is that this brand does not have a marketing department, which is really intriguing.

The September 2011 issue of Forbes magazine featured a companion article to the Global Innovative Companies list, highlighting the fact that Hermès does not have a marketing department.

Just like McKinsey doesn't have a consulting department and Microsoft doesn't have a software department, marketing is the core business of Hermès. So writes author Susan Adams.

As the magazine article states in the introduction: "In a low-key and diligent way, the Hermès family has risen to become one of the richest families in the world, with a fortune of $25 billion. The reason why they have come to this point is not only by selling beautiful luxury goods, but also by selling an aesthetic aura that is not inferior to any company in the world. ”

That is, the aesthetic aura of Hermes, as well as the unparalleled brand influence, contributed to Wang Ye's trip.

In the headquarters building of Hermès in Paris, the new CEO Patrick Thomas received Wang Ye and his party.

Patrick is in his early 60s, with hazel hair and a pair of enamell-rimmed glasses on his nose.

"Mr. Wang, welcome to Hermès. Patrick greeted him warmly.

"It's a pleasure to see you again, and congratulations to Mr. Patrick on his promotion to CEO. Wang Ye politely shook his hand.

The two met at Paris Fashion Week last year, when Wang Ye represented Starlight Real Estate and discussed cooperation with Hermes Group.

At that time, Patrick was not yet a CEO, but a vice president of the group, mainly responsible for the business in the Asia Pacific region.

At that meeting, the two had a very happy conversation, especially for the development prospects of top luxury goods, Wang Ye and Patrick were very optimistic. Because of this, the two became friends and left each other's contact numbers.

Therefore, this time to talk about cooperation, Wang Ye contacted Patrick directly.

IN PATRICK'S OFFICE, THE TWO SAT OPPOSITE EACH OTHER, AND THERE WAS NO ONE ELSE, AND LISA AND LIU RUOMEI WERE ALSO WAITING IN THE LOUNGE ON THE SIDE.

Wang Ye and Patrick are both quite proficient in English, and there is no need for translation.

"Wang, on the phone, you said that you had a cooperation to discuss, and when I asked you, you pretended to be mysterious and said that you wanted to have a face-to-face meeting. Now that we're face to face, you can talk about it. Patrick laughs.

"Patrick, what do you think of cross-border co-branding, isn't this very popular now?" Wang Ye did not answer directly, but changed the topic and discussed the current popular cross-border co-branding.

"Collaborations? Do you mean like supreme? Those are all trendy brands aimed at young people. ”

Patrick, despite his age, is clearly well aware of the trends in the market.

"Let's not discuss the brand grade, do you think this model has any merits?" Wang Ye continued.

Patrick hesitated for a moment, and only after a while did he speak: "Of course, co-branding can bring exposure, which is certainly good for the brand." However, it is important to choose who to co-brand, it must be complementary and bring new consumers to both brands. ”

His words can be described as hitting the nail on the head, playing co-branded, no brand is learning to do good deeds. They all want to attract a part of the consumers of the other brand and convert them into their own customers.

"Then has Hermes ever considered co-branding with a certain brand?" Wang Ye asked directly.

Patrick laughed when he heard this, he shook his head and said, "I did think about it, but I didn't find the right brand, because I don't feel that other brands are as rich as Hermes." In other words, it's a mismatch of temperament!"

This old man is really not modest, and he said it politely, but the meaning in his words is that other brands are rubbish and do not cooperate with Hermes co-branding.

However, there is still some truth in this, among the world's major luxury brands, Hermes is not the highest in sales, and the company's annual sales are billions of dollars, far inferior to Chanel and LV. But no one can deny the preeminence of the Hermès brand.

Luxury brands are also different, one is to only make truly high-end products, such as Hermès, and the other is to make luxury goods that can be affordable by more people, such as CK, Armani, Gucci, etc.

This topic was actually discussed by Wang Ye and Patrick. They all agree that the brands that pay the most attention to reputation and quality are moving upwards.

Because, there are always people who don't care about anything but the best quality. The relatively low-end so-called luxury brands are using their own logos and brands to sell products.

Wang Ye said to Patrick last year that the concept of true luxury should rely on high-quality products to cultivate the brand, that is, to increase value, not reduce costs. It was this sentence that made Patrick appreciate it very much, and regarded Wang Ye as a confidant!

"Haha, that's right, Hermes is qualified to be proud! However, now I have a product that is definitely qualified to be co-branded with Hermes!" Wang Ye said with a smile.

"Oh, really? But you don't seem to have any luxury brands there, except for Moutai. Patrick said skeptically.

Wang Ye opened a bulging briefcase he was carrying, took out an object, and placed it in front of Patrick.

It is a crystal box that shines with a charming light under the illumination. Through the lid, you can see the inside of the box directly.

There are four palm-sized porcelain vases side by side, four colors, the shape is simple and elegant, and the pattern is unusually exquisite.

"It's a pretty look, but what's in it?" Patrick adclaimed, and even with his discerning eye, he couldn't fault the packaging of the thing.

"Cosmetics! The best and most expensive cosmetics in the world!" Wang Ye said sonorously.

Patrick's eyes widened suddenly, although he is not in the cosmetics industry, he also knows about the top cosmetics brands.

The most expensive cosmetics, if you remove those counterfeits that are nominally buying cosmetics but are actually selling jewelry packaging, should be La Mer's exclusive intensive rejuvenating serum.

This product is priced at 23,000 yuan, and it is not sold to the public, only sold to its top members.

"The most expensive and the best. These two words immediately aroused Patrick's interest, and their Hermès motto is to make the best products and sell them at the most expensive price......

"Please tell us more about the origin of this cosmetic, I am curious. Patrick said with gusto.

Wang Ye told the ins and outs of the floating dream, and he emphasized a few points.

Deep-sea seaweed unique to the Baltic Sea in Northern Europe, limited production, pure natural, and the most effective effect. And, of course, ridiculously high prices!

Wang Ye's price for this product is four bottles per box, four seasons in spring, summer, autumn and winter, one bottle per season, just one year's supply. Priced at $40,000!

In other words, each bottle costs $10,000, which is definitely the most expensive price for mass-produced cosmetics!

Of course, this quantity is also limited, with an annual production of 100,000 bottles, or 25,000 boxes.

This price is enough to be worthy of a collaboration with Hermes!

Patrick picked up the crystal box, looked at it a few times, and asked, "Is the quality of this product guaranteed, and how did you come to the conclusion that the effect is most significant?" ”

Of course, it is impossible for Wang Ye to believe whatever he says, and the quality of co-branded products must also be paid attention to. If it is really co-branded, and Hermes members have problems with these cosmetics, then Hermes will also be implicated.

Wang Ye smiled slightly and said: "This product was developed by Professor Andrew, Department of Biology of the University of Copenhagen. Moreover, the product has been verified by the FDA. ”

Seeing that Patrick was still hesitating, Wang Ye threw out the final killer idea: "This product is a product of the Danish royal family, and Queen Margrethe II personally uses it! Although it is not an endorsement, every customer who buys this cosmetics will get a signed photo of the queen!"

After hearing this, Patrick could no longer be reserved, his eyes lit up, and he stared at Wang Ye tightly: "Are these words confirmed?

Although Wang Ye had not yet gone to Denmark to listen to the queen herself, Frederick had told him personally. The queen personally spoke, this is impossible, no matter how depressed the royal family is, face is still needed.

But you can be accommodating in disguise, this product is also considered a royal shareholding, so if you buy this product and get a signed photo of the queen, it's still okay.

Every luxury brand wants to have a relationship with these royal families, and the closer the relationship, the better, so as to show how noble their brand is.

Now that this floating cosmetics has the Danish royal family's personal platform, then its grade is enough to match Hermes.

Even Patrick wants to rub off on the glory of the Danish royal family, so that the Hermes brand and the Danish royal family are linked, which is definitely a great thing.

"Wang, if all this you say is true, then there is no problem. I can promise you right now that Hermès will be launching a limited edition to coincide with the release of the Floating Dream, and we can even sell this limited edition bag of ours in conjunction with the Floating Dream!" Patrick solemnly promised.