The Reason For The Growth And Rise Of Wei Is Worth Learning.

Art has never been divided into national boundaries.

The popularity of big show is all over the world.

It is not only a visual feast for all entertainment, but also a foundation for supporting the commercial empire.

In fact, for the past few years, it has been unknown for a long time.

The birth of Wei was somewhat of a capricious color because he felt that he had bought it for his wife.

A little embarrassed, plus a sense of underwear that did not suit his taste, Roy Raymond founded in 1977 in San Francisco and sold it to Leslie Wexner in 1982.

Leslie Wexner is the founder and CEO of the listed company LimitedBrands (later renamed L Brands). L Brands was listed in 1969, when there were only 5 companies.

Retail chain stores.

After accepting the secret, Wexner began to reform drastically, and gradually became a world-famous brand. In the 2015 fiscal year (up to January 31, 2016), its sales volume reached US $7 billion 670 million (over 50 billion RMB).

The success of Wei also made the share price of L Brands hit a new high in the past 20 years.

Today, we are talking frequently about consumption upgrading and consumption upgrading. A huge opportunity is that a large number of innovative brands will rise, and now we have the signs.

And the time when the United States was born in the United States is also the upsurge of consumption in the United States.

Standing in such an era, it is very meaningful for us to comb out the growth process of Wei.

We can see many things worth learning from the reasons for the growth and rise of Wei's consumption upgrading in the United States.

Entrepreneurship should step on the right time, and a lot of things will go smoothly.

Lei Jun said: do not use tactical diligence to disguise strategic laziness.

Wang Xing, the US delegation, recently talked about losing the pattern, no matter how hard it is, it is impossible to win.

Essentially speaking of this matter, the rise of Wei is first due to the capture of the trend of consumption upgrading in the United States.

Over the past 1970~1980 years, a large number of new brands have been born in the American society, including Starbucks, Nike, John and Vitoria's secrets. These brands have gradually become world-class brands affecting global consumers after 10~20 years of development.

For a time, the emergence of a large number of emerging brands is not an accident.

In the 1970~1980 years, the US per capita GDP rose from $more than 5000 to US $more than 12000, and for the first time in 1974, it exceeded US $7000.

According to the experience of many countries in the world, per capita GDP in this area, the per capita income of residents has experienced a high degree of control after experiencing rapid growth. The so-called "full of warmth and lust" has gradually increased demand and desire, which provides a very good soil for brand development, especially for the development of new brands that can seize the latest user needs.

The secret of Vitoria is growing up under such circumstances.

In 2015, China's per capita GDP exceeded US $7000 for the first time, and it is still growing at a faster rate.

So today we have begun to mention more about the concept of consumption upgrading, and a large number of new brands have sprung up.

Positioning: from meeting needs to occupying minds

Under the environment of consumption upgrading, Wei Mei can stand out from many similar products and become a representative of underwear category in the minds of consumers, largely due to the success of positioning.

The positioning theory was put forward by AI Rees and Jack Trout in 1970s. It has a profound impact on the marketing activities of the global enterprises.

With the trend of the upsurge of consumption in the United States and the rise of a large number of new brands, the positioning theory is put forward at the right time, and this theory is also very applicable to our times.

Positioning is how to make you unique in the minds of potential customers.

Positioning is not centered around products, but on the minds of potential customers.

The basic way of positioning is not to create something new or different, but to manipulate the existing cognition in the mind, and to have enough existing cognition.

Whether or not the secret trader knows this theory, the development of Wei is a perfect interpretation of this theory.

In the US in the 70s and 80s, women did not really pursue the style and taste of underwear. Most of them wore plain, broad cotton underwear, and underwear was only a basic physical clothing.

The underwear store on the street is basically similar to a grocery store.

The emergence of Wei is the watershed of all this.

Emphasizing sex appeal and elegance rather than comfort, Wei's unique positioning has subverted the understanding of underwear among men and women. What's more, this demand has existed in the minds of consumers with the improvement of living standards.

In the practice of positioning itself, not only the product design of Wei is very particular about sex appeal and elegance, but the first secret retail store is distinguished by the retro style of the British Vitoria era.

Through the pursuit of elegance and sensuality among the young women, Wei has occupied the minds of consumers, so many young girls seem to think, "it's the only size and body that you have to hide yourself into Vitoria."

How can such brand implants be unsuccessful?

For many new brands who want to seize this upgrading of consumption in China, it is very important to refer to the experience of Wei to locate their products and find the point in the minds of consumers.

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7-11 of the founders Suzuki Minwen once said: the more delicious things are, the easier it is to get bored.

He further explained, "most of us feel that dining in a fancy restaurant is a luxury and enviable thing. But if there is such a chance, people will only feel fresh when they first try, and then they will miss their own food very much.

No matter how delicious the food is, it can still escape the fate of being bored with life.

Therefore, the 7-11 strategy has always been the development of the next generation of products when the product is sold well, so that it keeps bringing customers fresh feeling.

Sexy is the core position of Wei. However, to maintain such a position, we need to constantly innovate to satisfy users' unconventional and self seeking consciousness.

The designers will launch a large number of new products every year, which will continue to provide users with products that are not easy to be bored with, which will trigger a wave of fashion trends.

The store has been redesigned once every 5 years and keeps creating fresh feelings for users.

More importantly, the annual secret show in Vitoria will be full of new elements, stunning design, gorgeous on-site creation to subvert beauty, this show after 20 years is still the focus of attention, the whole nation is looking forward to it.

Under the basic premise of insisting on the sexy positioning, through constant innovation, Wei Wei has continuously created products that are not easy to be bored with, but also often bring surprises and shocks. This is an important reason why Wei can always stand on the tide and enduring enduring.

For our new brand that is constantly emerging, it is not worth showing off to bring a surprise to users. It is difficult to let surprises happen everywhere and happen at any time. This is an important guarantee for brand growth.

Event marketing: big investment to create explosive money for world class influence

When I was a child and the first shop was not open yet, Leslie Wexner said in a media interview, they were saying that shops are like theaters, and retail is the drama of performance.

Until now, retail is a free form of entertainment.

From this passage, I can see Wexner's understanding of retail concept.

After taking over the secret, he fully gave the spirit of this entertainment to Wei Wei, the most important embodiment of which is the annual exhibition of Wei.

It can be seen from a small niche brand that is very familiar to the world, and it is a great feast for every year. It is a visual feast for countless young girls to lick their screens. Whether it is in traditional media such as television, advertising, newspapers, magazines, or social media that are easy to interact and share, it can cause a wave of trend every year.

Beginning in 1995, one night at the end of each year, we will be hosting this annual fashion show.

All over the world, all of these factors, including the supermodels, the pop stars' dancing and dancing, the most luxurious custom underwear, and the gorgeous fashion T and so on, have attracted the attention of more than 180 countries and regions in the world.

And such a show of influence has also become a powerful weapon for the spread of the brand and product launches.

In 1999, during the "super bowl" professional rugby game, the 26 supermodels of the Super Bowl took the runway as T stage to show their graceful posture, and immediately attracted millions of viewers to watch online. The overload of network traffic once affected the live broadcast of the competition.

Since the beginning of 2002, the annual exhibition of Wei Ming has been working exclusively with the CBS Broadcasting Company of the United States. It will also be broadcast in many countries and will be broadcast live on Facebook and Youtube.

With live broadcast plus video playback, there are hundreds of millions of viewers in the annual show.

The secret show not only has great influence on the world's brand, but also occupies the minds of consumers with its unique symbol of illusion, fashion and sexuality. It also has many models and has become a new starting point for many supermodels.

Since 2015, the annual double eleven Tmall and Jingdong have launched their own naming party, perhaps inspired by the secret show.

Every year, the big show is extremely luxurious, not inferior to any international brand.

In 2013, the top dream underwear of Victoria was worth $about 10000000, filled with diamonds for a time.

In recent years, billions of dollars spent on the annual show are tens of millions of dollars each year.

But going down the show, it's not that high.

It has positioned itself as a middle-class female group, and a bra is only tens of dollars, and both the physical shop and the online shop often offer discounts. This popular pricing strategy and frequent promotional activities make it have more user groups than most large brands.

This allowed the company to quickly become the largest female underwear retailer in North America with a market share of more than 1/3.

The most luxurious annual show and the price and promotion strategy similar to the hypermarket are two very contrasting pictures. They are familiar with each other and walk among the two, explaining the unique commercial art.

For users, the last second is still gorgeous under the bright lights of the super model's graceful posture and sky brassiere, the next second will be able to get the same brand of underwear.