Luxury industry survival game : Who is the ultimate survivor

PRADA from 1913 workshop on the development of a small hand- Milan now has 461 outlets, 25 franchise stores , with sales and marketing network in more than 70 countries large luxury group , first, thanks to its success as the Queen of Italy royal brand , potentially strengthening its delicate handmade particularity and noble character , and use of rare materials and unique way of tailoring the user more prominent distinctive taste ; Second, the use of sponsorship and endorsement branding texture, skills of product placement is also expanding its consumer base Fuji magic . PRADA exposure to media in China , for example, in the 2003 novel " The Devil wears PRADA " first published before Baidu news is only 88 , but after the 2006 novel of the same name from the movie premiere in China , Related news reached 9060 , then with the major show supermodel , fashion people (Katy Perry / Miranda Kerr , etc. ) have the performance of their preference, and in the " Gossip Girl ", "Weeds Season 8 DVD" and other popular drama frequent exposure set to inverted triangle metal logo as a symbol of the influx of people to become a killer package "it bag".

Third, the development of appropriate strategies . Recalling its development process, can be found in the early PRADA cooperation with other family franchising IPI.SpA integration through the establishment of productive resources ( later incorporated into PRADA.SpA), gradually amplified scale of production and products, and clothing exhibition held in Milan , the store opened with a sense of design , such as brand image . Since then, more capable of developing a new brand PRADA MiuMiu, and gradually be integrated expansion through mergers and acquisitions, joint development , to develop a footwear, perfume, watches and clocks, jewelry, and other products to super flagship stores , retail outlets based, the successful creation and continued to improve profits , and in June 24, 2011 are listed on the Hong Kong Stock Exchange .

But due to the brand PRADA strong and critically acclaimed performance in the listing , but as expected, a slowdown in sales growth in Europe and Asia , Prada SpA Prada losing streak at the end of 2013 the share price , while Prada SpA Prada shares 2013 shares are down 6.69% , big firms have cut its price target and adjust the rating ( such as Deutsche Bank lowered its target price of 81-76 yuan , the rating is adjusted to "buy" ) .

Its 2010-2013 financial statements opinion, retail outlets and super flagship store is always the main source of revenue of the Group , its net sales continued to grow, although the growth rate slowed down ( from the 2011 's 31.09% drop to 2013 of 29.02% ) , but its gross profit margin remained stable in the listing to rise, reaching 72.10% in 2013 , thanks to improved ( brand value ) of its premium brand value to a certain extent - franchise fee 3 years substantial increase of nearly 30 percent , showing that the brand PRADA Group 's operational capabilities .

And after PRADA listed generally considered underperforming the market before its listed high expectations of its relevance , PRADA Group's use of television advertising effects implantation , 2011 EBIT ( EBIT ) was reached 123.07 percent year on year growth , while 2013 dropped to 45.8% .

Coupled with the 2013 third quarter results, subject to the double impact of the weak yen and Chinese " anti-corruption " , the history of net sales fell to the lowest in Asia Pacific grew by 7.9% , far less than the 17.9% in the first half of 2013 , show weakness . Although PRADA Group relies on increased advertising ( " The Great Gatsby " in couture ) and change the pricing strategy to turn the tide , the gross profit margin remained steady increase ( from 73 % in the second quarter rose 75 percent in the third quarter ) , but its 2014 launch of the new jewelry and footwear were awarded a conservative cheap , plus tax evasion scandal in leadership , resulting in the market is expected to be affected. Overall, its strong operating capabilities and brand premium remains its core competitiveness, from the major lines generally maintained a "buy " and " overweight" rating to get to know , but look at its long-term development to , the design of the new aspects of the investment still increased.