Prada, Nike And Zara Should Be Alert To The New Tricks Of Consumers.

In the new consumption era, what kind of brand characteristics are in line with the future trend?

Recently, Prada, representing luxury brand, Nike of sports brand, ZARA of fast fashion brand, is talking about how to make the flow of online to offline become more reasonable. It also tells us that the "consumer centered" argument can no longer be just a slogan, but it is the core of guiding practical strategy operation.

Prada: digital marketing and all channels together

Prada's increasingly dynamic performance or slow pformation of Italy

Bring a ray of dawn.

According to the first half year results of Italy luxury group Prada, in the 6 months ended June 30th, its sales grew by 3.3% to 1 billion 535 million euros on the basis of real exchange rate, EBIT 16% increased to 159 million euros, net profit rose 10.7% to 106 million euros, and gross margin was 0.5 percentage points lower than the same period last year.

During the period, sales of core brand Prada increased 4.1% to 1 billion 240 million euros, and sales increased to 81.9%.

Returning to the media focus is also related to the Prada group's overall digital pformation strategy. Its proposed "Prada365" digital marketing project aims at changing its traditional advertising strategy and constructing a continuous stream of visual data, that is, a platform full of dimensions from paper media to Internet and social media. The entire advertising process will be more free and flexible, and eventually become a "all-weather rolling Prada".

In terms of electricity supplier business, Prada Group expects the first official website to be launched in China this year will be further promoted worldwide.

At present, the products sold on the Prada store are already on the new official website, covering fashion and leather goods.

Glasses and other products, and access to WeChat payment and Alipay two payment methods.

Group general manager and digital e-commerce director Chiara Tosato said that Prada China electricity supplier is an important progress in the group digital strategy. The strategy is based on three pillars, one is to promote online sales through the electronic business platform, the other is to develop a full channel shopping experience that integrates different shopping ways, and the third is to increase the group's investment in digitalization.

Different from the previous group through Farfetch, Mytheresa and so on.

Online shopping platform sales, as the official website belongs to self operated channels, the introduction of e-commerce services will help improve profitability.

In view of the two digit strong growth of online channel sales in the first half of this year, Prada Group expects that the proportion of electricity supplier sales will rise to 15% by 2020.

Compared with the same industry competitors, Kai Yun group and LVMH have broken through double-digit strong growth for several consecutive quarters. Despite the fact that Prada group is still lagging behind, its recent series of measures or pass the signal of better performance in the second half of the year.

Nike: innovative technology really changes the concept of service.

In July,

In Losangeles, the United States has opened a new concept store, which is the first new retail wisdom store of Nike. The concept is around "Nike Live" and the shop name is Nike by Melrose.

The name "Melrose" comes from the location of the store. It is located at Melrose Avenue, a famous shopping mall in Hollywood in the city, covering an area of more than 400 square meters. "Melrose"

Apart from improving the quality of service, the bright spot of this store also relies on the relevant data and closely connects with localized consumption characteristics.

Under this new retail thinking, the online and offline integration effect has been maximized and targeted to connect with local consumers in Losangeles.

There are some new ways to use digitalization in this store.

For the Nike official retail application Nike+ APP members, these services are provided: first, Curb Services, consumers can use some SMS messaging system between stores and stores, send simple text messages to stores, purchase merchandise or return goods, do not have to enter the store, complete the operation with the assistance of the staff in the parking area behind the store; the second is Retail Home; consumers can choose products from app, try or buy them at the store, enjoy 30 days' no reason to return and light tailoring services; Nike Scan, activate the products in the retail stores 100 meters, and choose the goods without stock in the store, which can be purchased online.

If there is stock, just press the button in the app, and the nearest salesperson will prepare the merchandise before the customer enters the store. Finally, NikePlus Unlocks, the consumer can reserve the selected products, which will be placed in a locker, which can be opened through Nike app scan.

This technology has made this intelligent store more valuable for its brand.

But this technology is actually difficult to imitate, which needs systematic programming and very mature technology. The idea comes from the long-term operation accumulation of the brand itself.

But there are still some valuable ideas to learn from.

According to the concept of its stores, one is digital operation, the other is the strong targeting of exclusive cities. All the ideas focus on localized consumers, and the concept is similar to the creation of community commerce.

Using data accumulated information analysis, fully integrate into the lifestyle and taste of Losangeles local people.

If customers purchase goods, they can also use Nike+ bar scan to scan the barcode of products to inquire about commodity information and inventory information.

Its value is that information will be precipitated to the brand data bank to realize the identifiable, two touch and operation of store users.

In the endless stream of new retail stores, it is worth pondering deeply that NIKE really changes the concept of service with technology.

Zara: "speed up" for shopping experience

According to the recent news of the Wall Street journal,

The direct mail system will be used for online order service.

This way of delivery will make Zara, like Amazon, the fashion business Asos, Zalando, faster to let consumers get products and enhance the shopping experience.

This way can also solve the shortage of network inventory, but the embarrassment of physical stores has increased the flexibility of brand scheduling inventory.

The system will be shipped from stores closest to consumers.

It is reported that the system will be launched online at the 2000 stores around the world by the end of the year.

Some recent studies have also emphasized the importance of online shopping speed. For faster e-commerce providers, ensuring the same fast logistics system is the key, so that more products can be sold.

In terms of speed increase, Zara has not slack off.

In February this year, its parent company, Inditex, developed an intelligent operation system.

It provides acoustic technology to track passenger flow and provide virtual assistants for consumers.

Consumers can switch to the store mode by mobile phone App, and quickly find the desired product information.

In addition, Inditex has cooperated with the alerting equipment supplier Tyco to develop a security label microchip, including the style and size of the merchandise, so as to query the location information of goods in the supply chain.

The development of Zara electricity supplier is faster and faster. In the 2017 fiscal year, Inditex Group sales increased 14% to 5 billion 500 million euros compared with the same period last year, and the profit rose 18% to 654 million euros.

During the financial period, the Zara business grew significantly, making Zara more than 2/3 of revenue for the group.

During the financial period, Zara opened its business in Malaysia, Thailand, Singapore and Vietnam.

According to the plan, the brand will also build an e-commerce website in India in the first few quarters of the fiscal year.

In the first 3 months of April 30, 2017, Zara opened 30 new stores worldwide, bringing the total number of global stores to 7385, and distributed in 93 countries and regions worldwide.

Therefore, the future belongs to those brands that continue to keep pace with the times. They rely on technological upgrading to enhance the convenience and sense of experience, so as to close to the psychological distance of target consumers, and exhaust the brand of past experience and future vision.