There is no advertisement outside the store except a simple black and white signboard, but the location is not bad. In South Street, where the traffic is relatively large and the overall consumption atmosphere is relatively high, the facade is a bit backward.
The Prada brand is positioned as a female brand, which is known as the brand that knows women best, and has great influence in the female consumer market. This is the great wealth of the Prada brand itself and the brand image of Prada.
As always, the decoration in the store is simple and low-key, without too much luxury decoration, but there is a high-quality and high-style atmosphere.
Prada, from the parachute backpack launched in the 1980s, to the second-line series Miu Miu born in the 1990s, and then to the recently established Prada ort, are all top brands that are popular all over the world.
At the same time, we also vigorously develop some fashionable purses, such as small shopping bags, colorful and easy-to-maintain canvas materials.
Most of the goods sold by Zhong Da International Store in Nanjie are accessories, such as bags and footwear products. As a luxury, it has excellent quality, meticulous workmanship and Excellence.
Products-mainly bags, made of cowhide, sheepskin and even crocodile skin, all have obvious skin lines and unique skin flavor.
In order to demand the best quality, PRADA insists on importing sterling silver from Britain, the best fish skin from China, crystal from Bohemia, and even gives her own leather goods to Germany, which has always been famous for its strict quality control, which shows her attitude of pursuing perfection.
Similarly, the price also shows its luxury.
Prada is positioned at the high end, and its price is 10 times or even hundreds times more expensive than that of ordinary brands. The price range is basically 1000 yuan to 30,000 yuan.
Typical deerskin drawstring handbag 15800 yuan.
Nylon/leather buckle handbag RMB 6520.
Little nylon tramp RMB 3600 yuan
Coin wallet with key ring, RMB 1040.
Positioning the product at the high end can enhance the brand value and get high profits. However, because the main value given to consumers by high-premium brands is a symbol of personality and identity, PRADA's target market is often narrow and concentrated in high-income people, such as private enterprise bosses and gold-collar people.
However, although people know that goods such as clothing are usually subject to high tariffs, the price of Prada in Chinese mainland is three times that of Italian. After investigation, if you can go to the place of origin, most buyers will choose to buy in the place of origin.
Through interviews and observation outside the store, it can be basically confirmed that most buyers and visitors are women, all of whom are highly educated, mainly private enterprise bosses and a small number of gold-collar employees, and some white-collar employees. Among these consumers, only about one-fifth have a certain understanding of PRADA brand culture, but they are very clear about their own products. Most consumers enter PRADA stores with the mentality of "not seeking the best, but seeking the most expensive". They pay little attention to the brand's cabinet display and storefront decoration, and pay little attention to the quality, fabric and workmanship of the goods. They often pay more attention to the brand LOGO and display price of goods, and then happily accept the sky-high price, often not by preference to choose the goods they need. But in the survey, we can also see some mature and self-reliant consumers, whose own choices are more suitable for their own goods.
In the random survey of customers entering PRADA stores, 68.8% of the respondents are willing to buy PRADA's package products out of their own pockets, 56.7% of the respondents have had the experience of saving money for some time, and all the respondents spend 22,062.8 yuan on luxury goods. According to the network data and survey data, the number of luxury consumers in Chinese mainland has reached 13% of the total population, about1600,000, and mainly concentrated in the younger generation under 40.
Through interviews and observation outside the store, it can be basically confirmed that most buyers and visitors are women, all of whom are highly educated, mainly private enterprise bosses and a small number of gold-collar employees, and some white-collar employees. Among these consumers, only about one-fifth have a certain understanding of PRADA brand culture, but they are very clear about their own products. Most consumers enter PRADA stores with the mentality of "not seeking the best, but seeking the most expensive". They pay little attention to the brand's cabinet display and storefront decoration, and pay little attention to the quality, fabric and workmanship of the goods. They often pay more attention to the brand LOGO and display price of goods, and then happily accept the sky-high price, often not by preference to choose the goods they need. But in the survey, we can also see some mature and independent consumers, whose independent choices are more suitable for their own goods.
From this market research activity, we can find that PRADA brand still has some influence in Xi 'an, but in Xi 'an, where the overall consumption level and consumption quality have not reached the international level, there are still a few consumers who really understand and like PRADA brand.