全球包王诞生！日本买家豪掷7000万元买下爱马仕首款铂金包

Core Insights - The auction of the first prototype of the Hermès Birkin bag reached a record high of 7 million euros (approximately 58.64 million RMB), showcasing the brand's dominance in the luxury market [1][4] - The Birkin bag was originally designed in 1984 for Jane Birkin by then-CEO Jean-Louis Dumas, highlighting the brand's strong historical and cultural connections [3][5] - Hermès has consistently increased its prices annually, with an average increase of 14.2% for the Birkin bag since its launch, reinforcing its status as a valuable asset [6][7] Auction Highlights - The Birkin bag's auction began at 1.7 million euros and quickly escalated, demonstrating high demand and the bag's rarity [1] - The final bid, including fees, amounted to 8.5825 million euros (approximately 71.88 million RMB), setting a new record for Hermès bags at auction [1][4] - The auction reflects a broader trend where rare Hermès items often sell for multiples of their original prices, indicating strong market performance [4][5] Brand Performance - In the 2024 fiscal year, Hermès reported revenues of 15.2 billion euros, a 15% increase year-over-year, significantly exceeding market expectations [7] - The leather goods and saddlery segment remains Hermès' core business, contributing 6.46 billion euros in sales, with an 18% growth [7] - The first quarter of 2025 showed continued growth, with revenues of 4.13 billion euros, a 9% increase, and a 10% growth in the leather goods segment [7]