Prada China Layout Press Accelerator Key And Jingdong Do Things.

The pace of Italy luxury group Prada's attack on the Chinese market is accelerating.

Following this month's brand Prada and Miu Miu entered the luxury goods business platform Temple library, the group recently announced that its three key brands Prada, Miu Miu and Car Shoe entered the Jingdong during the 618 period, and there were 2019 new products in autumn and winter.

Relevant data show that, after 16 years of development, 618 has become an important node in China's online offline promotion. As the sponsor of the 618 promotion Festival, this year's Jingdong 618 will have more than 9 core brands online and offline, and new products will be released synchronously. It is expected that the consumers will reach 750 million. According to the industry's view, Prada chose to place three of its four major brands in Jingdong at that time, aiming to catch a wave of traffic by Jingdong 618 express.

It is noteworthy that Prada group's Prada and Miu Miu have officially entered the temple Library of luxury vertical business platform since June. It is understood that this is the first time that Prada group has cooperated with China's e-commerce platform.

Prada said that the residence of the Temple Bank is mainly to strengthen the control of distribution channels and protect the brand image.

As a matter of fact, since the on-line self service business in China in 2017, the layout of Prada group on the Chinese line seems to have pressed the pause button. Even if the online purchase function of WeChat public number has been launched, it has also directly directed to the brand official website, and has never crossed the line from the camp online.

In a month, we have entered the temple library and Jingdong in a month. At the same time, we have arranged the luxury vertical e-commerce platform and the mainstream B2C business platform. For the Prada group which has lagged behind the development of China's online channels, we must say that it is an important breakthrough.

In addition to the expansion of online retail channels, Prada has become increasingly active in the Chinese market.

In June 6th, Prada hosted the 2020 spring and summer men's wear show in Shanghai. This is also the first time that Prada has held a fashion show for men's wear outside Milan.

In addition, Prada's 2019 autumn winter men's clothing series "almost human", which was designed and photographed by Chinese artist Cao Fei, has also changed the brand's normality. China's traffic star Cai Xukun has been playing the leading role. This advertising film, with the help of the discussion on the topic of "pop culture's under the surface idol mechanism" and the dialogue with Chinese young consumers, has gained more acclaim from the elite. The video playing on micro-blog has now reached over 3100 times, and the exposure of related topics has reached 110 million.

Cai Xukun also became a spokesman for Prada's new brand.