PRADA Is A Little Bumpy In The Way Of Going Public.

European people have many critics of PRADA, including product quality, CEO's hot temper, aggressive shop sales strategy and executive turnover.

The most interesting thing is PRADA's listing and listing. Oh, no, it's sixty percent off!

In 1999, PRADA group first launched the idea of listing, so it bought Helmut Lang and Jil Sander in a big way. However, it never occurred to me that the works of the two designers were not good enough (no money, no good, no use!), causing huge losses to PRADA. Poking, the plan for listing was instantly empty.

In 2001, the PRADA group resumed its losses in the past few years, and then attacked the capital market again and plans to go public at 2001. Only 9. 11 incident occurred.

Forced to stranded, it is a big crash.

In 2002, PRADA made repeated attempts to make a comeback for two times. However, due to the accounting scandals of WorldCom, the financial market was extremely volatile. PRADA had to postpone IPO for a long time.

In 2008, PRADA spent more than five years in prison, and finally brewed the fourth IPO plan. As a result of the magic spell, the global financial crisis in 2008 turned out to be the death of PRADA IPO! Oh, God, why is it always hurt me?

If you want to ask "what is the experience of repeated defeats and defeats?", please remember to invite PRADA to answer! To interpret the virtue of "never give up", please take PRADA's IPO course as an example.

Who said that heaven helps those who help themselves? It is useful for those who say that they are born.

You guys all come out, PRADA wants to talk to you!

Later, the news that "PRADA is going to be listed" is like crying wolf, and the people who hear it are laughing and saying nothing. Ghost knows what will happen. Some people even regard "PRADA to be listed" as one of the black swan events in the capital market.

But don't laugh at all of you!

In June 2011, PRADA group listed on the Hongkong stock exchange, and finally fulfilled its dream of IPO for many years.

The result was a great deal of discussion at that time, because it was the first luxury company listed in Hongkong.

In the interview with the financial times, PRADA CEO Patrizio Bertelli clearly stated: "the location of IPO actually represents the market we want to go to."

This is obviously directed at China and Chinese tyrants.

Listing in Hongkong at that time did seem a good choice.

The 2011 China Luxury Market Research Report released by consulting firm Bain showed that with the increase of disposable income and the growth of high net worth, wealthy families and middle class, the growth of luxury consumption in mainland China in 2011 was expected to reach 25%-30%.

It's hard to make money without fanaticism.

In 2012, at the peak of PRADA, the group's global profits surged 44.9% to 625 million euros (4 billion 254 million yuan) over the same period last year. Sales of 130 stores in the Asia Pacific region (28% of the world's stores) broke through the one billion euro mark for the first time, reaching 1 billion 160 million euros (about 7 billion 895 million yuan), and the proportion in global revenue rose to 35.6%.

However, the writing will start at this point, and then it will be a sharp turn. If you want to interpret the rule of "extremes and extremes," you can also take this as an example.

In 2013, PRADA barely gained 0.3% profit growth, and the group's revenue rose by 8.8% under the promotion of 79 new stores in the world.

In 2014, it encountered Waterloo. In the 2014 fiscal year, the group's total revenue was 3 billion 552 million euros, down 1% from the same period last year. This is the first time PRADA group has seen its performance decline in recent years.

Profits fell by 28.2% year-on-year, while sales in the Asia Pacific region shrank by 3.1%, and global sales dropped from 36.4% in 2013 to 35.7%.

In 2013,

The group has opened 27 new stores in the Asia Pacific region, with a year-on-year increase of 11.4% in net sales (35.6% in 2012).

The shrinking of profits and sales directly led to the suspension of the aggressive expansion policy. In 2014, the number of new outlets in the Asia Pacific region was only 18, the lowest in 3 years.

Earnings data show that PRADA group has been bullish all the way since its listing in 2011. In the 2012 and 2013 fiscal year, it rose 44.9% and 12% respectively over the same period last year. In just two years, its performance in the 2014 fiscal year ended, and the Asia Pacific region, where the Chinese market was located, was the most serious decline in the group's performance. However, the Japanese market was very active and sales growth rate was higher than that of other regions.

In fact, the danger began to surface very early.

Bain's 2012 luxury market report shows that the annual growth rate of luxury goods in mainland China has decreased to around 7%.

Under the combined influence of two factors, the continued low euro and overseas tourism, China

Overseas consumption accounts for 60% of the total consumption of luxury goods.

Although Chinese consumption growth in Macao is still strong, the growth rate in Hongkong has slowed to 10%.

In the past 2013-2014 years, China's luxury goods market, which has been growing rapidly for many years, first appeared -1% negative growth for the first time in 2014.

Bain survey shows that more and more Chinese consumers choose to travel to Japan and South Korea for shopping.

As of April 2014, the value of sales of jewellery, clocks and gifts in Hongkong declined by 39.9% compared with the same period last year.

The executives of the PRADA group are smart enough to take the full responsibility of their performance down to the East, and publicly say that their performance is poor because the environment is not good.

But consumers are not blind, and the quality of products is also bruising.

Prior to its listing in 2011, Goldman Sachs put PRADA on the table with many factories in mainland China.

However, this quality risk factor did not hamper the listing of PRADA, because at that time more buyers were only concerned about the "Made in Italy" logo on the bag, even though it could only refer to a suture or a zipper.

But PRADA has been hard to emulate the integration of Apple's global industrial chain to achieve greater success. The purchase of luxury goods is more enjoyable psychological experience. When this "superiority" is discounted, some consumers will lose.

For example, LV, PRADA and other luxury brands have raised prices many times, but consumers do not fall back, reflecting the essential difference between them and the general retail industry.