Can Cai Xukun Wearing Prada Cure Prada's Disease?

"Do you still buy Prada?" When reporters asked ten consumers who had had experience in luxury shopping, they answered only two. One was "never bought". Two, "killer bag" is the last Prada I bought.

At one point, why did Dior, Chanel, LV, Gucci and CK high-end product line, also known as the world's top luxury brand, "six big blue blood" Prada lose consumers' favor?

In the interview with reporters, quality, innovation and marketing methods have become the reason why Prada and consumers are getting further away. One of the most obvious reasons is that "Prada's price is still there, but in my mind it can no longer be regarded as a luxury."

At the moment, Prada is trying to keep itself in the forefront of luxury goods. Actively embracing China's e-commerce platform and signing top traffic artist Cai Xukun are all regarded as Prada's innovative move to get ahead of the conflict.

　　 Imitation producers: we have not done Prada for a long time.

In late summer and early autumn, the highest temperature in Chengdu still reached 35 degrees, and Taigi Li and IFS were crowding. In recent years, Chengdu's fashion landmark has brought together hundreds of international brand names and designer brands. Prada occupies the most prominent landmark in the giant panda's "bottom".

But compared with its "neighbors" Chanel, Hermes, Gucci and other brands often appear in the big row dragon, Prada seems to have never seen such a grand occasion.

The most popular purchase scenario for Prada in the memory of reporters appeared in 2014 when its IFS store opened. At that time, the shop was dressed in a stiff suit and tie tie, serving orange juice or champagne for an endless stream of consumers, many of whom were carrying Prada "killer bag".

At that time, Prada's huge glass showcase was the killer bag that had been on the market for many years. Reiya Saidu, the spy in 4, gave it the nickname and made it popular all the time with its hand in hand and a classic shot.

In the past five years, Prada stores have changed and changed their flagship funds. But in addition to nylon bags and killer kits, there are few new works that have surprised the market.

In Hongkong, China, where luxury brands gather, Prada quietly closes its flagship store. According to the news of the landlord Sun Group, Italy luxury brand Prada will close its flagship store at 2000 Russell street, Hongkong, due to declining passenger traffic. The lease will expire in June next year, and the two sides have decided not to renew the contract. It is reported that this is the sixth store opened by Prada in Hongkong, with a monthly rent of HK $9 million. According to the fashion business express, sunrise group said that after the Prada was withdrawn, the monthly rent of the store would be reduced by 44% to 5 million Hong Kong dollars.

"We have not done Prada for a long time," Xiao Zheng, who owns two stores in Guangzhou Baiyun leather wholesale market, told reporters that during the rush hour of 2012, she had one hundred or two hundred killer kits. But since then, no matter how popular the classic models such as Chanel CF, Celine Box are, or the popular styles such as Chanel trunks and LV schoolbags, Prada has not been able to recreate the glory of the past "killer pack". "In addition to these two years of Prada Cahier I imitate, I basically did not do any products of Prada, including Prada Cahier also set off a gust of wind soon after, did not become a classic."

Consumers who buy luxury goods, whether they go to the counter to buy authentic products or buy more cost-effective products from me, are essentially the demand for brand value. In recent years, Prada has no value for them. It can not be said that it has been reduced to light luxury, but at least it has not caught up with the luxury brand. " In the mouth of Xiao Zheng, Prada is like a fallen aristocrat who is no longer brilliant.

　 Cai Xukun endorsement, embrace change or flow to compromise?

When discussing art ideas, one thousand viewers have one thousand "Hamlett"; when it comes to Prada, one thousand consumers have one thousand reasons for Prada failure.

Lin Jing, a senior luxury lover, said, "I think the biggest problem of Prada in recent years is still in design. Prada has a very good brand base and classic accumulation. In recent years, although Prada has acted in innovation, it is too conservative, mainly reflected in the innovation is not positive, the feeling is pushed by the market reaction, second innovation is mainly to refurbish its classic model, and is not willing to cater to the new needs of consumers. "

But declining performance has in some ways not allowed Prada to make any changes. In fact, Prada has begun to show off to the Millennials.

In June this year, Prada released a 2019 autumn winter men's series of Code Human, which was starred by Cai Xukun. At the same time, the brand also announced that Cai Xukun formally joined the spokesperson's lineup, which aroused public outcry. The latter is also recognized as the "black body" in the top of the head of "China's top traffic", and the evaluation of polarization extends to Prada.

Does it mean that Prada is beginning to compromise with the new generation of "cargo carrying capacity"?

Although some people criticised, Cai Xukun fans' purchasing power is not enough, fans can buy hundreds of dollars of lipsticks for their idol, but tens of thousands of clothes and bags can rely on the fans of the flow stars to "brush" the results. Moreover, shortly after Prada's official propaganda spokesman, Cai Xukun's "one hundred million forwarding volume" was criticized by the central media for data fraud.

But a Cai Xukun Fan said on Sina micro-blog, "what changes has it made to us after Cai Xukun became the spokesperson? I can see a dress and bag immediately recognized as Prada, at least I couldn't see it in the past, even when I saw the show. " Perhaps this has already achieved the Prada's expectation.

"From the devil dressed in Prada to Cai Xukun in Prada, the representative of Prada from Merrill Streep to Cai Xukun, the transformation from the top female star of Hollywood to the flow star of China is in line with the trend and the changes of the times. But I think it is inappropriate to say that Prada is "compromised". Lin Xinyu, a luxury retail analyst, told the daily economic news.

In addition to traffic stars, online e-commerce has also become the most direct and convenient way for brands to reach the younger generation. But the proud luxury brand is cautious and slow in the process of "holding hands" with the electricity supplier. Compared with other luxury brands, Prada's attitude towards e-commerce platform is active and urgent.

This year, Prada announced its entry into the luxury goods business Temple library. Although the Group Chairman Patrizio Bertelli has been skeptical about e-commerce, this year's cooperation with Oracle and temple libraries has shown that Prada, who has lagged behind other brands in online competition, is catching up.

Seeking cooperation with traffic and e-commerce platform is on the one hand. On the other hand, Prada is eager to get rid of its increasingly strong "light luxury" label and return to the first-line luxury camp.

Prada has sent positive signals of change. The positive price strategy is one of the main methods.

In March, Patrizio Bertelli said in a conference call that its brand would conduct strategic reviews and terminate seasonal price reductions for wholesale, while it would be more selective in seeking wholesale buyers in wholesale channels, so as to raise market control level, further enhance brand image and enhance profitability.

In the first half of this year, Prada group achieved net sales of 1 billion 546 million euros during the period, an increase of 2.4% over the same period, and net income of 1 billion 570 million euros, an increase of 2.3% over the same period last year. But in the Asia Pacific market, Prada recorded a 4% decline in the first half of the year, from 519 million 600 thousand euros to 498 million 600 thousand euros, or from 34.4% to 32.2%. Whether Cai Xukun can pull Prada's performance may still need to be tested by the market.

Lin Xinyu said that in the past five years of development, Prada has indeed fallen behind. Especially when the luxury consumer industry is picking up, Prada has not been able to catch up with this competition, but is far away from its competitors. "But fashion is a wind that doesn't know where to go and where to go. Maybe Prada is the next Gucci."