From The Prada Show In Beijing To See Whether Luxury Brands Need To Expand To The Two Or Three Tier Cities

Prada was held in Beijing in January 22nd.

Watching the outline of the French reporters can not help but be dumb.

Discussing the problem on Sina micro-blog also sparked a consensus among bloggers: Prada is not low-key in China. In the spirit of professionalism, I will send personal views to the other side for reference.

First of all, Prada has enjoyed a high degree of brand awareness and a very wide spread in the Chinese market.

At present, the Prada brand has 15 stores in mainland China, distributed in 10 cities, and the Miu Miu brand of Prada group has opened 3 stores in two cities.

For example, as early as May 2005, Prada chose the world's second stop of its Waist Down skirt tour in Shanghai, China, which became a quite successful publicity at that time.

After that, the movie The Devil Wears Prada was very popular in China, and played an important role in spreading its brand.

In 2010, a Chinese enterprise planned to acquire Prada brand, and Prada launched Made in response to the crisis of origin.

By Prada tags and Prada's listing in Hongkong have increased their exposure to the Chinese market to varying degrees.

In 2010, Prada designed a limited edition product for World Expo, Shanghai, including handbags, sportswear, sports shoes and accessories. It also provided a full range of dress for the concierge reception staff of Italy Museum, and promoted the brand trend to the extreme.

Second, Prada held its first show in Europe outside Beijing, and it was not a new idea. Many brands began to hold their first overseas exhibitions or important exhibitions in China a few years ago with their rainy day vision.

In 2007, Fendi hosted a big show at the Great Wall in Beijing, which attracted many brands to follow suit. In 2009, Cartier held a treasure show in Beijing the Imperial Palace, Chanel held a high-end custom show in Shanghai's Huangpu River, 2010 Dior opened in Shanghai the Bund, Tiffany held a brand celebration in Beijing temple, Ermenegildo Zegna held a centennial celebration in Shanghai concert hall, Karl Lagerfeld, Philip Lim and other famous masters started their debut in China.

In fact, the Chinese market has become the largest, or least important, market for all major brands, especially in the rescue operation of the financial crisis.

Of course, the development strategies of various brands in China are quite different.

Some brands, such as Louis Vuitton, have gone too far in the Chinese mass market. The popularity of luxury goods or popularity has accelerated the change in brand choice of high-end personalities who pay attention to taste and personality.

Some low-key selling brands have quickly gained a firm foothold in the Chinese market, and even scored a side market share. For example, Bottega Veneta has been fired as a synonym for Chinese consumers' low-key luxury in a short time.

Another phenomenon is that the number of consumers who advocate their fashion orientation through the promotion of designer brands is increasing.

The trend of weakening the Logo and classic design elements in the 2011 new brands is also catering to the psychology of some consumers.

However, in a short period of time, leading brands will not shift their focus from consumers who need to declare their identities through Logo; while consumers who admire low-key luxury brands, though one of the most purchasing power groups, can only increase their sales and share steadily and become a fixed luxury consumer group, which will not change the trend of China's luxury consumption market in a short time.

Looking at the French reporters' articles published after the Prada fashion show, the keynote has been basically ignored. The only mark is that it is the first time to hold a press conference outside Europe.

In fact, this 2011 spring summer fashion conference was launched in the fashion week of Milan in September 2010. It only added some men's clothing styles to Beijing as a special feature.

Prada Beijing show should not be a major move in the Chinese market, but a brand marketing component.

According to the first three quarters of 2010, Prada profits rose from 51 million euros in the same period in 2009 to 156 million euros, surging 205.8%, global sales increased 31%, Asia reached 51%.

Miuccia Prada chose to play in Beijing at this time. It can also be regarded as one of the series of warm-up activities to be listed in Hongkong, and it is also a platform for the Chinese market to maintain and even improve its performance.

According to the plan, Prada will launch a series of major promotional activities in the Asia Pacific region, including 17 new stores in China this year and 11 new ones in 2012.

It is also an undisputable fact that luxury brands enter the two or three tier cities to expand their channels. The ultimate goal is to target all the rich people in China.

As Prada group's global chief operating officer, Sebastian Suhl, once asked a similar interview question, "in fact, sometimes we can't help asking why we call these cities second tier cities."