Mukati mehafu yekutanga yenguva ichangopfuura, vhoriyamu ye kutengesa kweItaly brand Prada yakaderedzwa zvakanyanya. Sezvineiwo, kudzoka kwefashion brand kwakabvumidzwa 14,8%, kuwira pasi 1,55 mabhiriyoni euros, nepo purofiti yayo yakasangana nekudonha kwe 24% vakakwira 141,9 mamiriyoni emamiriyoniIyo femu inozivisa kuti ichatarisa yayo kuedza mu electronic commerce kuvandudza kutengesa kwako.
Izvo zvakakosha kuti titaure kuti dunhu rega rega iro mhando iripo ine zvipingaidzo, kunze kweUnited Kingdom. Musika wakaoma seHong Kong zvakakonzera kudzikira kwemari 22%Kurwiswa kwehugandanga kwakakanganisawo kushanya kweEurope nekuderera kwekutengesa. 20%.
Iyo kambani inofanirwa kuzvigadzirisa pachayo kana ichida kumutsiridza kutengesa, kugadzirisa iyo mutengo wemabhegi avo uye vachiisa pfungwa dzavo pa mabhegi ekupinda, nemitengo iri pasi pe 2.000 €.
Kutarisa kukuru paEcommerce
Kwete chete Prada ichapedza zvishoma pakushambadzira, asi zvakare ine chinangwa chekuwedzera kutarisa kwayo pakutengesa online. Kunyange iyo kambani yatova nechitoro chepamhepo, yanga isati yanyatsoipa iyo inodiwa yekutarisisa, uye mugwagwa mutsva unotsvaga kuchinja iwo maonero.
Chinangwa ndechekuwedzeredza kutengesa kwako kwepamhepo gore rega rega kune matatu anotevera, chimwe chinhu chinofanira kubatsirawo kuwedzera huremu hwedhijitari chiteshi, iyo panguva iyoyo yakanga isingamiriri kutenderera. 2% yehuwandu hwekubhadhara.
Mukufanana, iyo brand ichagadzirisa yayo network yezvitoro munzvimbo dzisingadiwi, nepo mamwe mapoinzi achange ari remodeled kana kuvandudzwa. Idzi shanduko dzese dzinofanira kutyaira kutenderera kutsva kwekukura.
Luxury bhizinesi modhi uye kugovera
Iyo Prada modhi inosanganisa tsika uye hutsva. Iyo network yezvitoro yakananga inoramba iri chinhu chakakosha, ichipa nzvimbo dzinonyudza apo mhando inodzora iyo ruzivo rwevatengi uye kusachinja-chinja kwebasa. The strategy ye anosarudza franchisee Inoshandiswa zvishoma kuchengetedza kutonga uye kusarudzwa mumisika umo kutonga kwakananga hakuna kunaka.
Iyo kambani yakagamuchira iyo kugovera kwakananga sembiru, kuisa pamberi pemiganhu uye kutonga kwemhando. Panguva imwecheteyo, inobatanidza electronic commerce uye mapuratifomu edhijitari kusvika kune vateereri vepasirese vane ruzivo rwekutenga rusina musono rwakakodzera kune tech-savvy luxury vatengi.
Kuita uye kuumbwa kwemari
Kuita kweboka kunoratidza kusimba nekuda kwemusanganiswa wakaenzana wemhando uye zvikamu. Prada inoramba iri iyo inotungamira mhando, uku Miu Miu inomira pachena nokuda kwesimba rayo, uye Chechi inopa kusiyana kweshangu. Mukuumbwa nechigadzirwa, the Zvinyorwa zveganda Vanowanzoisa pfungwa zvinopfuura 45% yemuhoro, zvichiteverwa ne kugadzirira-kupfeka uye shangu.
The balance between kutengesa zvakananga uye franchising inoshanda seyakakosha lever: yekutanga inovandudza margin uye kutonga; iyo yekupedzisira inopa kupinda mumatunhu chaiwo pasina kukanganisa kusarudzika.
Yakabatana CXM, data uye kunyudzwa kwedhijitari
Kuunza mweya waro wekuvandudza kupasi redhijitari, Boka rePrada rakabatanidza mhinduro dzakawanda kuita imwe yakabatana mutengi ruzivo rwepuratifomu neAI ye benchmarking, nzwisiso, kushambadza uye kutarisa. Izvi zvinopa zvikwata maonero akasiyana eiyo Kubatana dhijitari, zvirinani chikamu vateereri uye optimize zvirimo.
Kugona kwe Competitive Insights y Benchmarking Ivo vanokutendera kuti utarise hutano hwemhando uye zviitiko zvakakosha, uchinyatso gadzirisa mamiriro akaomesesa. Kutsvaga kwakatowanikwa makumi emamiriyoni ekududzwa mune nezve 200 misoro uye kushanda nezvakawanda kupfuura 70 custom panels kune zvisarudzo zvinotungamirirwa nedata.
Con Kukurukurirana Commerce, zvikwata zvekutengesa zvinopinda kuburikidza neFacebook, Instagram uye Live Chat, vachikwanisa pedyo kutengesa pazviteshi zvimwechetezvo, kusanganisira mari dzekubhadhara dzakadai tenga neBizumMhedzisiro ndeye isinga frictionless omnichannel chiitiko chinowedzera kugutsikana uye kutendeuka.
E-commerce mibatanidzwa uye chiteshi kubatanidzwa
Prada yakasimbisa kuvepo kwayo kwedhijitari kuburikidza nezvibvumirano ne mapuratifomu akasarudzika, ichiratidza kuwedzera kwekubatana kwayo nevepasi rose e-commerce partner kuderedza kutsamira kune vakasiyana-siyana uye kuchengetedza experience controlMunzvimbo yekubatanidza humbozha hwepamhepo, kuzvipira uku kunofambisa hunyanzvi uye hukama hwepedyo nedzimba dzefashoni.
Zvinoenderana neakasiyana indasitiri mishumo, mafambiro emakambani akaziviswa mune ecosystem ye digital luxury, kusanganisira kubatanidzwa kwevanotungamira vatengesi vepamhepo pasi pezita idzva, nezvinangwa zveshungu zve GMV iri pedyo ne4.000 bhiriyoni y kushanda margin pamusoro pe8%Matanho ekusimbisa brand portfolio nekutonga kukuru kwekushanda uye kugovera kwakananga, nekushanda kunokosheswa kumativi ose Zviuru zvemamiriyoni emaeuro.
Inowanzobvunzwa mibvunzo
Prada inogadzirisa sei kumutengi wedhijitari? Kubatanidza e-commerce, inonyudza zviitiko, uye yakabatana data kugadzirisa munhu wega wekubata.
Sei diversification yakakosha? Deredza njodzi uye maitiro ekutora: Zvigadzirwa seMiu Miu uye zvikamu zvakaita sematehwe, zvipfeko, uye shangu zvinopa mwero.
Ko chiteshi chakananga chinounza chii? Upper margins uye brand control, inokwenenzverwa neanosarudza franchise apo inoita pfungwa yehungwaru.
Iko kushanduka kwekuchinja kune e-commerce, kutonga kweiyo yakananga chiteshi, zvakanyanya kushandisa data uye kusarudza mibatanidzwa inoisa Prada munzvimbo. nzvimbo yakasimba nokuti capitalize kukura kweumbozha hwedhijitari pasina kurasikirwa nechinhu chekusarudzika chinochisiyanisa.
