Luxury brand Prada rarely collaborated with celebrities. In the past two years, in the Chinese market, Prada even asked celebrities to shoot advertisements or take part in some activities. They never relaxed the appointment of brand ambassadors or spokesmen, and restrained many of them compared with CHANEL, DIOR and Gucci.

This time, they chose a "traffic little life" - Cai Xukun, who was not a long time after the 90's draft, became a spokesperson for the brand. Many people in the fashion circle were surprised. The last time Prada chose Asian male stars as their spokesperson was Kaneshiro Takeshi.

In addition, the big choice spokesperson has always been cautious. Generally it is necessary to work together for a period of time to see whether the style, working style and teamwork of the two sides are in harmony.

But Cai Xukun seems to have skipped this part of the time - it is even harder to find too many pictures of CAI Xu Kunchuan Prada brand on the Internet. This is also a noteworthy point in this cooperation.

It is understood that Prada did not have much cooperation with him before choosing Cai Xukun as his spokesman.

But faced with young, undefined and difficult to define new generation of consumers, it is possible to be "real" in the long run.

In a press release issued by Prada to the media, there is a very meaningful preface. Perhaps we can make a few comments on this choice:

"In this era of super media, we are trying to explore the mechanism of popular culture under the surface of idols, chasing stars, fans and lovers."

And the success of Prada's exploration may need to be further tested by the market and the future.

Close to "Z generation", breadth is most effective?

Is Prada's hand in hand with Cai Xukun successful?

If we simply look at the speed and breadth of propagation, the answer is no doubt positive.

Prada micro-blog has more than 1 million forwarding capacity. In the last few days, Prada has been split into several advertisements, and the total number of forwarding has been over one million.

"This is the power of traffic."

In a Lisa analysis of a modeling company in Beijing, it is said that the "noble and coldly" big choice of cooperation with traffic stars is the choice for the "Z generation" after 95.

"Z generation" is a new group pronoun that has arisen in various research reports over the past two years. They have different definitions. In recent days, QQ advertising jointly published the white paper on Z generation consumption, which was defined by Kantar as a generation of young people born from 1996 to 2012. They grew up in the era of social media explosion, and their demand for "social interaction, setting people up and enjoying themselves" became their main consumption motivation.

At present, China has the largest generation of Z generation in the world, with a population of 149 million.

According to the forecast, the Z generation will occupy 40% of the total consumption power by 2020.

Therefore, some analysts point out that when brands are unable to identify which ones are the real future customers, choosing the strategy of "spreading the net wide" can be said to be very intelligent but risky. Choosing the "flow" can really make the new generation contact and recognize themselves faster, but it also needs to bear the risk that the "flow sense" may weaken the brand value.

In the new era of marketing, entrance is most necessary?

You probably shouldn't look at the "Prada's choice of Cai Xukun" in isolation.

Before the "official propaganda", the other layout of Prada is also worthy of attention.

Before June, Prada and MiuMiu only laid a brand online boutique in China online.

But at the end of May, Prada also liberalized cooperation with Chinese electricity providers. Now, apart from official channels, we can also buy two or even the latest brands of Prada and MiuMiu brands on the monastery platform.

In recent years, digitalization has become the main scheme of Prada pformation. They started the business on the water line from the 2016 autumn and winter series, and used the concept of "show to buy" to cooperate with the electricity supplier.

Chiara Tosato, the general manager and director of digital business, has said on the website of China's prada.com that boosting online sales and developing multi-channel shopping experience is a key step in the group's pformation strategy.

In the view of Yang Dayun, President of UTA Fashion Management Group, "there is no absolute traffic flow, only precise pformation". In order to form "phenomenal" consumption, the brand must first form the current scenario and scenario solution for the consumption of consumers.

Prada's recent "traffic + electricity supplier" is clearly in line with the marketing logic of "phenomenon driven consumption impulse" in the current social media era.

It can be determined that this round of layout is effective at least on the topic level, and how much profit growth can be made in the subsequent purchase and pformation links is still unknown.