< p > PRADA (Prada)'s new financial report is like a fire in winter. Its good performance in the Chinese market is undoubtedly the most active fire in this fire.

However, some experts have warned that the strategy of its popularization is still to be discussed in the long run.

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< p > < strong > sales in Greater China increased by 40% < /strong > < /p >

< p > > a > PRADA < /a > following the release of the interim results report in September this year, with the beautiful achievement of half a year's income increasing by 60%, the new luxury financial report was released at the end of the year.

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< p > this time, the pcript of PRADA is also amazing.

As of October 31st, the net income of the PRADA group in the first 9 months was 2 billion 340 million euros, up 35.2% from 1 billion 730 million euros a year earlier.

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The net sales of "P > PRADA in the Asia Pacific region reached 810 million euros, up 40.5% from the 580 million euros in the same period last year, higher than the average level.

In the Greater China region, sales reached 520 million euros in 2-10 months, an increase of 43.6% over the same period last year, while sales in the same store increased by 18% over the same period last year.

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< p > analysis by insiders indicates that PRADA's success in the Chinese market has benefited from its brand global strategy eastward movement and weakening its origin attribute.

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< p > < strong > weakening the attribute of producing area is favored by < /strong > < /p >

< p > private luxury network CEO Lok Yiu Hui has a positive attitude towards the development strategy of PRADA in China recently.

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< p > in June of this year, PRADA was listed in Hongkong, China.

Le Yaohui pointed out that this means that as PRADA's global market strategy shifts to the eastern Chinese market, the brand will have a tilt on the Chinese market in terms of resource allocation.

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At the same time, PRADA's < a href= "http://m.pmae.cn/news/index_c.asp" > brand image < /a > has been strongly maintained in China for P.

Nowadays, consumers are very sensitive to the origin attribute of luxury goods. PRADA has never denied that products are produced in China. But the words "Made by PRADA" on their product tags effectively weaken consumers' demand for origin, and shift the attention of consumers to the demand for brand names, emphasizing the brand value of products.

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< p > in addition, in the past 20 years, PRADA's design team has been very stable, which is conducive to the inheritance of brand history and characteristics, and the long-term training of loyal customers. It also makes the freshness and design sense of products design eye-catching.

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< p > < strong > how far can the mass line go? < /strong > /p >

< p > however, there is a view that although the mass line will help brands effectively expand the two or three tier city market, if PRADA relies on this route in China, it is not a perfect policy.

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< p > Zhou Ting, President of the Institute of wealth and quality research, said that the listing behavior of PRADA determines that the brand is bound to be popular.

In China, when consumers begin to weary of the "LOGO" and the high frequency "street bag", instead of pursuing the uniqueness and self customization, this strategy will undoubtedly damage the brand value.

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< p > although PRADA launched the "customized purchase" online service in April last year, Zhou Ting believes that the entry-level "a href=" //m.pmae.cn/news/index_x.asp "luxury" /a "brand customization can increase the reputation of the brand, but the concept of customization does not refer to the product itself, but emphasizes the construction of a comprehensive high-end service platform, otherwise it is" pseudo customization ".

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< p > Zhou Ting pointed out that PRADA's global strategy is clear, but it needs more efforts in the Chinese market.

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< p > PRADA customer service in the Chinese market is not yet in place. Although the number of stores has been expanding rapidly in recent years, it is still very limited from the perspective of channels.

In addition, the quality of products needs to be strengthened, and high-end services overseas should also be pplanted to the Chinese market, so that Chinese consumers can understand the brand in a more comprehensive way.

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