Vitoria'S Secret Store Opened In China?

Since February 28th, Shanghai Huaihailu Road Li Bao Plaza.

It has been terminated. After the withdrawal of LV, the world famous underwear brand Victoria 's Secret is coming into the decoration. It is not known when the business will start.

In fact, it also opened a brand store in Shenzhen, but the store is not the United States.

Headquartered stores, but a Malaysia brand agency, which sells underwear for thousands of dollars to be awed by consumers, and shut down after months of closure. For Asia, the Hongkong store opened in 2013, and it is also limited to beauty products, including the sale of cosmetic bags, scarves, sunglasses, handbags, suitcases and other accessories.

This time, the secret store of Li Bao Plaza is directly owned by L Brands, the Chinese consumer. Finally, the Chinese consumers can buy a genuine underwear without flying to the other side of the Pacific.

Although it is known as the most famous underwear brand in the world, it is very conservative in sales stores. In the forty years since its birth, it has opened 1060 stores in the United States. It was not until 2010 that it opened its first store outside the United States in Canada, and opened the first store in Europe in 2014.

Unlike previous luxury brands like LV, PRADA and GUCCI, like the brands such as COACH, MCM, GUESS and MICHAEL KORS that have already entered China, it is also classified as light luxury brand, whose selling price is more close to the people, and has successfully cultivated a large number of fans of urban white collar.

Of course, there is no concept of light luxury brand in the United States. In the United States, it has always been the image of the mass brand. Although every year's secret show will appear on a $1 million dollar diamond lined underwear, the sale price of a lady's underwear in American stores is usually only between 30 dollars and 40 dollars. If we catch up with "black Friday," the second price will only be half price.

In fact, the highest market share in some developed countries is often the public.

In the United States, for example, the market share of the company is 19%. In the UK, Marks&Spencer (Martha) occupies 20.8% of the market, and Wacoal (Wacoal) occupies 17.8% of the market in Japan.

In the Chinese market, there has not yet been such an underwear brand with such a high market share. The highest share of the brand in the market is the "urban beauty". From the close fitting clothing industry, it accounts for about 2.8%. If it comes to bra products, it will be about 4.9%. "City Beauty" plus the following underwear brands, such as Ann Li Fang, Adam and man, will only have about 10% market share.

China has not yet formed an underwear culture like the United States or Europe, much less brand loyalty.

According to the market survey data of a well-known international consulting organization, the annual sales volume of women's bra in China is only about 300 million. According to the calculation of the Chinese female population, the average Chinese woman can not buy one underwear every year, compared with the average annual cost of over 70 dollars spent on underwear by American women.

However, a number of underwear brands, including "urban beauty", are emerging. They are not only laying out more than 8000 stores' sales networks in all levels of cities in China, but also becoming more popular in selling prices.

As a matter of fact, no matter what the Martha set up in Shanghai or Huaihailu Road in December last year, it will not change the competition pattern of the domestic underwear market to a great extent. The Chinese underwear brand will have more than 3000 counties and cities in addition to the North Canton. This market is the foundation of the Chinese underwear brand. "Beijing"

When it was born, it did not think that today it will become the world's most anticipated brand. The total number of Chinese women is more than that of the United States, Britain and Japan. In the future, the birth of a global underwear brand in China is only a matter of time.

Wanda studios can go to the United States to buy their second largest brand AMC. Who can predict that once a Chinese underwear brand has occupied the Chinese market, it can not run to the United States to buy it?