Prada Has Been Forced To Join The Price Reduction Force In China.

Some commodities are on sale.

The price adjustment has spread to almost all areas of Prada.

Reporters call the Prada counters in Beijing to understand that the Prada has adjusted prices for 20% of the items including clothing, bags and other accessories.

For the reasons for price adjustment, the staff said, "it is the quarterly normal price adjustment of Prada in the world, mainly in order to maintain balance with the exchange rate".

Rumor has it that the Prada classic triangular LOGO product has increased by 20%.

In this regard, the staff said, "comparatively speaking, the domestic market is mostly for reducing prices, and abroad.

Most of them are raising prices, and the price adjustment is not fixed.

According to the introduction, one of the packages dropped from 18 thousand yuan to 16 thousand yuan, and the price adjustment range was about 11%, more than that of general.

The price range of 5%-7%.

But the staff did not inform the specific products.

Pressure in China

Price adjustment or Prada sales continued to be weak.

Prada2014 reported that net income in 2013 was 355 million euros, down 1% from 359 million euros in 2013.

In the first quarter, Prada did not participate in the trend of luxury goods prices, but chose to expand the category of commodities, such as increase.

Commodities and light extravagant products.

But the net income and profit of the first quarter did not change.

The net income of Prada in the first quarter of this year was 83 million euros, up 6.5% compared to the same period last year, of which the net sales in the Asia Pacific region were 31 million euros, up 0.6% over the same period last year.

However, the profit mainly depends on the euro appreciation. According to the fixed exchange rate, the net income of Prada in the first quarter of the Asia Pacific region has decreased by 5.4% and 17.2% respectively, and the net profit of the group has dropped 44.2%.

According to the analysis of the industry, the number of tourists from mainland to Hong Kong has decreased, resulting in a sluggish market in Hongkong, and the luxury market in the mainland has entered a cold winter.

In the Prada Greater China region, net sales in the first quarter of this year were about 20 million euros, down 19.2%.

Price adjustment is inevitable.

Prada has taken various measures to ease the pressure of performance.

Through opening stores to increase brand exposure, a new plan was released at the annual investor conference in early April, but the effect was not satisfactory.

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Industry analysts believe that the price adjustment may be Prada to ease the downward pressure on performance.

Prada said in its earnings report that the decline in gross margin was more unfavorable because of geographical and product mix. Prada realized that the Asia Pacific region, especially the Greater China region, had caused tremendous pressure on the overall performance, thereby choosing different prices for foreign goods and reducing domestic prices.

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Zhou Ting, President of the Institute of wealth studies and luxury goods expert, said that balancing the global price system and letting more consumers return to a more strategic Chinese market is the foothold of Prada's domestic and foreign pricing methods.

As early as the early March, Swatch, Rolex, Patek Philippe, Cartire and many other luxuries.

Price adjustment has already been carried out in the euro area.

For Prada7 months only for some commodity price adjustment behavior Zhou Ting thought, "may be the group decision-making speed is slow, or the market pressure is already big enough to adjust", she thinks, there are many discount channels on the market, price adjustment is only a matter of time.