Victoria Victoria S Secret Advanced Into Shanghai Free Trade Zone

Even in 2009, China started to launch the Chinese supermodel on the T platform of Wei Mi Da Xiu, but its journey to the Chinese market began very early. It was not until April 2013 that Wei Mi opened two shops in Hongkong, China, and the main products were mainly cosmetic and accessories.

Reporters learned that Wei MI in November 27, 2014 in the Shanghai free trade zone for foreign-funded enterprises for record, December 2, 2014, the establishment of "Vitoria secret (Shanghai) trading company" (hereinafter referred to as "Wei mi Shanghai").

According to the record information of foreign-funded enterprises in the Shanghai Free Trade Zone, Shanghai is a wholly owned company owned by Taiwan, Hong Kong and Macau, with a registered capital of 1 million 50 thousand US dollars and a total investment of US $1 million 500 thousand. The stock is LB International HK Limited. It is a company opened by L Brands in Hongkong.

The business license of the Shanghai industrial and commercial bureau's website also shows that Shanghai's business scope includes clothing and accessories, cosmetics, perfume, toiletries, boxes, footwear, daily articles, paper products, handicrafts (except cultural relics), lighting equipment and spare parts, electronic products and their spare parts, hardware and spare parts, furniture, spare parts and accessories, wholesale, import and export, and commission agents (except auction), and provides related supporting services.

Xu Fang, the legal representative of Shanghai, told reporters that the establishment of Shanghai company is the decision of L Brands (LB.NY) Corporation. Earlier, in an interview, she said that the products sold in the Chinese market in the future will be imported through Chinese companies including Victoria and Shanghai, and then sold through agents.

Since the opening of its first store in the mainland market in Raffles square in Shanghai in January 11th, Victoria has opened all 9 stores in mainland China, located in Shanghai, Guangzhou, Shenzhen, Chongqing and Chengdu. In addition to Shanghai, there are 2 stores in other cities.

However, at present, the 9 stores in the mainland of China are all beauty accessory shops, and there are no underwear brands that are most concerned in the shops. They include cosmetic bags, handbags, suitcases, small leather accessories and underwear series. For example, Bombshell and VS Angel Series perfume, VS dream fragrance series and body care products.

According to L Brands, the beauty accessory store is a retail mode of Victoria, which is implemented by signing a retail agreement with the franchisee. At present, these shops are mainly located in many tourist destinations and major airports in the world.

Wei mi Shanghai The store manager of the Raffles Plaza told reporters that after the opening of the store, the consumer purchase was very active. In the future, a store selling underwear would be set up.

Victoria is one of the 5 largest brands under L Brands. It has more than 1000 underwear and beauty products retail stores worldwide.

Victoria is famous for its sex appeal. The annual show of Victoria is the most extreme of its sexes. Sales have been growing continuously in recent years. If we calculate the revenue of a single store, the average annual sales of single stores in 2011 will be $4 million 450 thousand, compared to $4 million 890 thousand in 2012 and $4 million 970 thousand in 2013.

　　 Wei mi The expansion of the Chinese market is achieved through Valiram Group, a franchise retailer.

The L Brands official website of Victoria's parent company said that in the US and Canada, all brands of the company are owned and operated by L Brands, without franchising. But in other countries, L Brands is currently being promoted with a small number of international partners.

L Brands official website said that Victoria plans to cooperate with Kismat at the end of 2014 to open its first store in the mainland of China. Kismat is Asia luxury licensing. Retail group Its subsidiaries are also the only partners who have been authorized to open and operate the store in China. According to media reports, the store in Hongkong was also co operated by L Brands and gorgeous group.

Founded in 1995 in Kuala Lumpur, Malaysia, the gorgeous group was originally specialized in textile trade. Now it is a high-end brand group in Southeast Asia. It operates more than 250 stores and includes more than 150 different brands including Hermes, Chanel, Gucci and so on, including fashion, accessories, watches and clocks, jewelry, leather goods, perfume, cosmetics, candy and so on.

When the reporter contacted L Brands, the information provided by the other party also came directly from the gorgeous group. Natasha Li, marketing manager of Hongkong area, told reporters that Ashvin Valiram, the owner of the gorgeous group, is also the holder of the Victoria license.

For the 9 branches in mainland China, and other types of shops that will be opened in China, will they focus on shipping from the Shanghai free trade area? How will the future logistics plan and Shanghai Free Trade Zone bring benefits?