Prada Performance Is Not Cai Xukun's "Pot"?

In August 1st, Prada released the first half of fiscal year 2019 report.

Who is the most nervous person? Anyhow, almost all the "eating melon people" are staring at Cai Xukun. After all, he has been a big fan these months. In May 31st, Cai Xu, a Prada who had always been very cold, announced that Italy Kun was the spokesman for her. The public was in an uproar. At the end of July, Cai Xukun went through a war of words with Jay Chou. Therefore, this new hot and spicy endorsement brand performance report is indeed a hard battle to embody his influence and "take the goods".

　 Performance: Prada is still declining

In terms of data, this is not a good performance report.

Overall, thanks to solid growth in full price sales and wholesale channel sales, Prada's net sales in the first half of fiscal year 2019 increased 2% to 1 billion 570 million euros, in line with analysts' expectations. But the continued decline in retail sales is worrying. As of June 30th, retail sales in the 2019 half year of fiscal year fell by 3% to 1 billion 232 million euros.

Prada chief executive Patrizio Bertelli said this was mainly due to the gradual cancellation of the end of season sales campaign by Prada this year. However, the full price strategy and the streamlining strategy for wholesale channels are still effective, with better market response. Driven by online business, wholesale channel sales increased by 14% to 314 million euros over the same period.

What people are concerned about is another important data: the performance of the Chinese market. Unfortunately, while other fashion giants have relied on the strong performance of the Chinese market to lift their overall performance, Prada's Far East results are not satisfactory, with sales down 4% to 499 million euros.

Controversy: the strategy of youth is not carried away.

When the earnings came out, Cai Xukun was embarrassed as Prada spokesperson.

Although Prada's CEO is fairly generous, Cai Xukun endorsed good results in the Chinese market. Because of the positive trend in the second quarter of the Chinese mainland market, local marketing activities have made a strong response in the local market and promoted sales. But the media immediately launched a "whole line deterioration" and "completely cold". "Cai Xukun's endorsement, even China's sales are down!" Such a title. The marketing means of "top stream small meat" as spokesperson is also referred to as hasty, and the brand is accused of "losing its share and competitiveness".

After all, if the war between Jay Chou and Cai Xukun at the end of July was somewhat inexplicable, and after that, his crisis public relations handling was pretty good. At that time, the fresh Prada performance report, especially the performance of the Chinese market, could be the first report card to show his influence and "take the goods".

Who let Prada have been tonality "high cold", and the cooperation with many stars is only to "ambassadors" stage, and this 95 after "top stream small meat" suddenly suddenly became a "spokesman", we are waiting for his "carrying capacity" to wait and see.

However, to be fair, from time to time, Prada announced the results of the first 6 months of June 30th as of June 30th, and Cai Xukun only took office in May 31st. But after that, I'm afraid he will not be able to be tested.

Same industry: each big brand younger road slightly anxious.

In fact, it is not just Prada. In recent years, the big names have been eager to find a way to "younger". Because at the moment, the speed of the wealth of young people is far more than before.

A case of early success was Gucci, which chose a more distinctive approach in brand tonality and design. In the past two years, it became a fashion pacesetter. And more brands choose a seemingly more convenient way to find a younger generation of idols as spokesmen.

Like the old British Burberry, since it resisted the pressure of public opinion, Wu Yifan chose to become the first non British spokesperson of the brand and let him participate in the design of a series in October 2016. He gained very good returns: Group retail grew by 13% in the first quarter of 2017, and the growth rate in the Asia Pacific region was 14% to 16%. Burberry has attributed the growth of China Group's online sales to the promotion of China's social media.

This successful road can not but say that for Louis Weedon later signed Wu Yi fan made a foreshadowing. After winning the market with Chao brand Supreme, Louis Weedon announced in October 31, 2018 that Wu Yifan had become the spokesman of his brand. There was no "China zone" restriction in the front.

How are your scores? The 2018 performance report released at the beginning of the year is brilliant. Under the influence of many factors such as the economic downturn in 2018, the net profit of 6 billion 350 million euros was 18% higher than that in 2017. At the same time, sales increased by 10% to 46 billion 820 million euros, a record high. Among them, the Chinese market contributed a lot: in the fourth quarter, the growth of Chinese consumers' spending on most brands of the group reached two digits.

So it's not hard to imagine why Prada will go further this year. It chose a data that looks really special "young people's choice" of the top traffic small meat. Although this has aroused controversy among the brand Chinese customer groups.

As a matter of fact, we see that many of the big names this year are radical in terms of youth strategy. Even MontBlanc, who has made pen and leather products, has been amazed by the joint version of Chao brand Bape this summer.

After all, the younger generation needs to be adjusted to match the young potential customers. If you are anxious to put all the seemingly youthful symbols on your body, whether the new and old customers will buy it, the performance report will soon tell the truth.