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The Secret Of Vitoria Is Once Again Caught In The Whirlpool Of American Public Opinion.

2013/7/5 22:31:00 106

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Less than p ago, the secret of Vitoria was once again trapped in the vortex of American public opinion. Unlike what used to be, this is not an annual "secret show" that attracts high attention. It's a letter from an American father, Evan Dolive. 
 in this open letter to Wei Mei, Evan Dolive is directly referring to the newly developed "light youth" series, which conveys the wrong values to young people. Once the letter was published, it caused a two level discussion in the United States. Although the official declares a clarification statement after the accident, it said that it had no intention of developing a series of youth products at present, but it obviously failed to calm the public's discussions on the secret event. 
 in fact, if the protagonist of events is not confidential, it may not cause such a big disturbance. Why is the influence of Wei Ming so great? 
 statistics show that there are more than 600 sales of underwear sales per minute per day. At the same time, statistics show that in the United States, under the age of 30, 50% of the bra used by young women are confidential. 
 this influence is inseparable from the annual secret show. Some people use the "national movement without borders" to describe the secret annual publication of Vitoria, not only the women want to see, but also men love to see it. Since 2002, it has broadcasts in 180 countries and has gathered 1 billion fans around the world through the lingerie show. 
 although there are many luxurious underwear with high absorption index in the annual underwear show. But in fact, it is a high price Street route, which is also an important reason why it can maintain a high market share. 
 parity, fashion and marketing three trump cards have also become the key factors of Vitoria's secret success. But can this mode of operation be copied and learned for Chinese underwear enterprises? 
 for this purpose, the reporter interviewed Wang Lan, manager of the big manager of Ollies and the manager of the Promotion Department of the Austria Lennon group, and Divina, chairman Qin Qunsheng, in an effort to find the answer. 
 parity 
 parity is definitely a big selling point of Vitoria's secret. In fact, as early as the secret start of Vitoria, the parity strategy was adopted. Until now, the price of ordinary underwear is mostly around $30, and there are occasional discount promotions and other promotions. Is the parity position suitable for Chinese market? 
 Wang: as far as the current market is concerned, the price is definitely an important consideration for consumers to buy underwear, and the underwear products with high cost performance also have strong competitiveness in the market. But simply seizing the market with price will also encounter many problems. 
 Chaoshan is an important producing area of Chinese underwear. There are more than 2600 underwear processing enterprises in Chaoshan area, and the competition in underwear industry is quite fierce. In order to seize the market, there are two or three brands of underwear that constantly compress profit margins, and only sell a little money on the basis of cost. Though it can occupy the market for a short time, it is not conducive to the long-term development of brands and enterprises. 
 at the same time, cheap positioning is not easy to form brand, and the profit margins of the brand will be squeezed in the future. Take Chaoshan some OEM and low-end underwear enterprises as an example, because their positioning is relatively low, resulting in the enterprise's ability to resist risks is weak. In recent years, it has been greatly affected by the downward pressure of the economy and the rising cost. 
 but there is no denying that in the mass underwear enterprises, there are also many well done enterprises like urban beauty. 
 urban beauty starts earlier and has a certain market accumulation. At the same time, city beauty adopts chain operation mode, and enterprises carry out integrated operation of terminal stores, so it is easy to form scale effect. After the terminal channel is laid, the parity of its products will be very attractive to consumers. 
 but in my view, the future market is still the middle and high-end underwear world. With the continuous development of China's economy, the domestic demand market will also escalate. Consumers' demands for high-end underwear products will also be greatly improved. Therefore, compared to the cheap underwear, high-end underwear has more room for development. 
 Wang Lan: I believe that whether they are cheap underwear or high-end underwear, they have their own brand positioning and target audience. They can do well. The key is that enterprises should make good self positioning and form their own reputation to attract consumers to keep buying. 
 for this point, I think parity underwear brand 68 underwear (Sixty Eight) do a good job. 
 in the early underwear industry, many enterprises are not optimistic about the parity underwear brand. They believe that their products have no technical content and only pursue low price. But as the beauty of the city, 68 underwear and other cheap underwear brand influence continues to expand, we found that in fact, cheap underwear will also have a lot of market. 
 the key to their success is the accurate positioning of target consumers. 
 according to the current underwear consumption market, it can be divided into three levels according to the age of consumers. The first is consumers who are about 20 years old. They buy underwear most of the fashion sense. But for women aged 25 and ~40, they are more concerned about the function of underwear products. For consumers over 45 years old, they pursue the comfort of underwear. 
 for this, 68 underwear has made an accurate positioning of its products. As far as I know, their underwear is usually only one or two cups, and all newly developed styles and color series are directly applied to these fixed cups. But 68 underwear pays great attention to flower color design. Most of the fabrics used are bright and fashionable. 
 I think there is still much room for the development of cheap underwear. I personally agree that the future consumption will be M consumption, and the consumption demand for high-end and low-end products will be great. Nowadays, people who buy online are basically "post-80s" and "post-90s". They have great pressure to survive and are sensitive to price. This is also the opportunity for future parity underwear growth. 
 Qin Qunsheng: for our brand, the price range of the current product is 100 yuan ~200 yuan, and our storefront is mainly based on the three or four line cities in the urban fringe area. In fact, walking is also the route of mass underwear. 
 on this part of the market, I think there is still room for development. China's rural population occupies more than half of China's population. With the advancement of urbanization in China, the consumption level of rural population has been escalating, and the consumption demand for brand underwear has also been increasing. The rural population is more sensitive to price, which also provides great development space for the future development of brand underwear. 
 at the same time in the development of parity underwear market, I think that pursuing low price blindly is not in line with the current consumption trend. 
 with the improvement of people's living standards, consumers' awareness of products is also improving. Their functional appeal for underwear products will inevitably increase. Therefore, underwear enterprises should also comply with the upgrading trend of domestic consumption, and launch different types of functional underwear products to meet the market demand of consumer upgrading. 
 based on this situation, I think the future high-end underwear will have a bright future. At the same time, in the face of the serious development of the low-end underwear market in China, winning by bidding alone will continue to compress the profit margins of enterprises. 
 Fashion > /p >
 "the secret of Vitoria gives customers sexy, charming and fashionable, or there will be some romance." This is the brand positioning of Grace Nichols, President of the company. Therefore, it is also an earlier batch of innovative designs, which add black, red, purple and other sexy tonal to underwear design enterprises. In the annual new products conference, the brand will incorporate the latest fashion elements and innovative design into the new underwear series. The importance of underwear fashion has also become an important way to attract young consumers. 
 Wang: the competition in China's underwear market is becoming increasingly fierce. In the past, when we made underwear, as long as we could guarantee the quality, no matter how many underwear products the company supplied, there would be manufacturers to take the initiative to follow up the demand, which is the absolute seller's market. However, with the increasing number of underwear enterprises in recent years, the seller's market has also been transformed into a buyer's market. Among them, the demand for fashion is an important point. 
Taking P brand as an example, in recent years, women obviously feel that when buying underwear, women gradually change from comfort appeal to pursuit of underwear products. 
 but in terms of the design of underwear products, it is difficult for general underwear enterprises to talk about design. The phenomenon of homogenization of underwear products is also very serious. Some enterprises mainly imitate and plagiarize in designing underwear. 
 in fact, many local businesses in Chaozhou and Shantou started to build foundries for foreign brands at the beginning. After nearly 20 years of precipitation, many enterprises have made great progress in processing equipment, production technology, processing water and so on. 
 for this, many enterprises have begun to enhance the design and promotion for consumers' demand for fashion. 
Take P as an example, we collaborate with the French design center to integrate the latest international trend information in a timely manner. In the future, we will also invest more in upgrading our products. 
 Wang Lan: Although different age groups have different appeals for underwear, in recent years, consumers have more and more demands on underwear fashion, and a large part of consumers are buying demand based on the fashion of underwear. 
 not only young people, but even many middle-aged women will match different underwear according to the color, design and color of "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a ". In recent years, the trend of underwear wear has even come. And this kind of consumption demand puts forward higher requirements for the fashion of underwear. 
 take 68 underwear as an example. Its brand positioning is aimed at the fashionable young consumers. Therefore, in design, it attaches great importance to the combination of color and fabric and fashion trends, and its products are also very fashionable. To a certain extent, this mode is similar to < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > ZARA of brand, and takes the fast fashion line. Therefore, it is very popular among young people. 
 at the same time, many enterprises will develop underwear products and pajamas in the same period while developing underwear products. Among them, there is a consideration of the pursuit of fashion in the market. 
 Qin Qunsheng: the upgrading of the consumer market will inevitably lead to the promotion of all aspects of underwear for consumers. Of course, the demand for fashion is indeed an important one. 
 in fact, it is not only the fashion degree, but also the consumers have higher appeal in terms of functionality and comfort. As far as my understanding of the consumer market is concerned, fashion and practicality are consumers' appealing demand for underwear products in recent years. 
 but at present, the homogeneity of underwear products in China is still outstanding, and original design is not much. However, the innovative design of underwear is also very difficult. At present, the design trend of the Chinese market is still following the popularity of Europe, America, Japan and Korea, but many enterprises are also starting to build their own design team to increase investment in this area. 
 for our enterprises, we mainly adopt the way of cooperation with fashion consulting companies and market research to design product design. Consulting companies will regularly provide the latest fashion trends, and we will do some research on the market to understand consumers' views and preferences on fashion, and then decide the direction and design of product development. 
 marketing 
The annual P show is a successful visual marketing. It also confirms and consolidates the "altar" status of the company in the market. The company chooses beautiful supermodels to deduce underwear every year. The secret of Vitoria is also implanted with the beautiful models in the minds of consumers, becoming beauty and sexy incarnation. Consumers seem to believe that "just putting on the secret of Vitoria can enhance self-confidence and make yourself look more beautiful". But whether all the underwear show can make the brand look beautiful in the minds of consumers? 
 Wang Dao 
The P show is very successful, and the success of the show itself can make money for the company. The show also played a strong role in promoting the promotion of the brand. But copying such a successful show is not easy. It needs strong team, planning and capital support. Therefore, the brand show is not necessarily suitable for all enterprises. Underwear show is generally after the brand has a certain reputation, then go to the show will help to establish and promote the brand image. For a growing brand, it is not necessarily effective to spend a fortune on a show. 
 take the urban beauty as an example, it is advertising propaganda after the completion of the channel laying. For now, the effect is very good. 
 in fact, some enterprises will try to imitate and duplicate the successful marketing ideas of some enterprises, but this effect is not ideal. 
Before P, there was a lingerie enterprise, and a large number of advertisements were launched to promote the brand. In the end, its brand recognition has been made, but its market performance is not satisfactory because its channel is not well paved. The brand is rarely seen in the market now. 
, so many marketing techniques are really good, but ultimately it depends on the enterprises that are not suitable for themselves. According to the enterprise's own situation, finding the suitable market strategy is the best marketing method. 
 Wang Lan .
P, of course, is a good way of publicity. In recent years, domestic underwear brands have begun their own show, and the results are really good. 
 taking love as an example, it made a Dunhuang show with the internationally renowned show plan before. It really worked well. But you know, for the 18 minutes show, the love cost 1 million 680 thousand yuan. 
 the cost of doing a good show is very high, which is beyond the scope of the general underwear brand. For this reason, many underwear enterprises have promoted product marketing through mode innovation in recent years. 
 like 68 underwear, it will open several super large stores in a city, usually in a more prominent position in the store. In terms of marketing means, 68 underwear adopts the strategy of selling underwear with cheap products. Products like underwear and so on are basically sold at cost price, in order to attract customers into stores and drive other products to consume. 
 a lot of brand enterprises are now doing cross-border marketing. They will analyze consumers' shopping habits and shop in stores nearby. 
, therefore, the key to win the market lies in the mode innovation of enterprises. Mode replication is hard to get market recognition. For example, if you mention underwear show, people will think of adoration, and patent will think of Ordifen. Similarly, the key for other enterprises to do well in marketing is to find their own characteristics and positions. 
 Qin Qunsheng .
 underwear show is a good marketing strategy for underwear brand. But the cost of organizing an underwear show is also a deterrent to many companies. Especially for some strength is not very strong two or three line underwear brand. 
 for the two or three line underwear brand, if it wants to achieve good marketing results, it must make corresponding strategies according to the positioning of its own brand. 
 take brand Divina as an example. Many of our stores are located in three or four line cities, with residents living in urban and rural areas as the target audience of the brand. In this regard, we find that some consumers are more sensitive to price. Therefore, our strategy in the channel is mainly based on the opening of exclusive stores, rather than in the high rents of shopping malls. 
 at the same time, in the terminal marketing strategy, we also advocate the form of life hall. In the life hall, we will develop a series of products, so that consumers can not only buy underwear in shops, but also buy other home clothes. In order to facilitate customers, it can also enhance consumers' stickiness to brands.