Why is Hermes so expensive? Revealing the pricing logic of luxury brands
As one of the world's top luxury brands, Hermès' products are priced at hundreds of thousands or even millions, which makes many people wonder: Why can a bag or a silk scarf be sold at such a high price? This article will analyze Hermes' pricing logic from four aspects: brand history, process cost, scarcity and market strategy, combined with the popular topic data of the entire network in the past 10 days.
1. Brand history and culture premium
Hermes was founded in 1837 and started out as a production of high-end horse harnesses. After nearly 200 years of precipitation, its brand value has far exceeded that of the product itself. The following is a comparison of the discussions on the history of luxury brands across the network in the past 10 days:
| brand | Number of historical discussions (items) | Hot search index (1-10) |
|---|---|---|
| Hermes | 28,500 | 9.2 |
| Louis Vuitton | 22,100 | 8.5 |
| Chanel | 18,700 | 8.0 |
2. Extreme technology and labor cost
Hermes' core products (such as platinum bags) are still fully handmade, and one bag takes 20-40 hours to complete. Here is a comparison of process costs that has been hotly discussed on social media recently:
| Process link | Time-consuming (hours) | Percentage of labor costs |
|---|---|---|
| Leather selection | 3-5 | 15% |
| Sewing | 18-25 | 60% |
| Quality inspection | 2-3 | 10% |
3. Hunger Marketing and Scarcity
Hermes maintains its scarcity through strict production restrictions, and the global production of platinum bags in 2023 is only about 12,000. Recent second-hand market prices show:
| model | Official price (10,000 yuan) | Second-hand premium rate |
|---|---|---|
| Birkin 25 | 8-12 | 300% |
| Kelly 28 | 7-10 | 280% |
4. Star effect and social currency
According to monitoring, 37 celebrities have publicly carried Hermes products in the past 10 days, directly driving the number of readings on related topics increased by 240 million times. The annual consumption threshold for top customers is as high as 5 million yuan to obtain customization qualifications.
Conclusion:Hermes' high prices are the result of the combined effect of historical accumulation, craft value and market strategy. In the luxury industry, prices have long surpassed practical functions and become a symbol of identity and social class. As netizens talked about: "Buying Hermes is not about consumption, but about asset allocation."
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