L Brands Hopes China Will Become A Growth Engine.

Although the company has begun to recall the right to operate Chinese stores, but for most consumers, the most attractive underwear products on the show are hard to find in the physical sales channels.

The strategic lag has made the company lose the opportunity of the Chinese market.

Agent Provocatuer has entered China earlier than its underwear products and snatch more cost-effective sales and market resources.

Of course, the financial resources of the company can be surpassed even as a latecomer, but this means greater investment.

Therefore, La Perla, Agent Provocatuer and other brands are becoming the new choice for Chinese consumers to high-end underwear brands in Europe and the United States.

This brand is not available in a lingerie shop in China. Most Chinese consumers know it, mostly because of their underwear.

Some knowledgeable consumers already believe that the cost performance of the secret brand is not worthy of its name, especially as the most famous underwear brand in the world. It is actually just a middle end brand, which breaks the consumer's good allusion to the product from the secret show and the beautiful illusion of each underwear show, which is called millions of dollars Bra.

The L Brands of Victoria's parent company released its third quarter earnings forecast, down 27% from a year ago.

In view of the fact that its sales remain weak and has been stagnant for three consecutive months, L Brands has finally realized that it has relied too much on the US market, which is the same as Gap, J. Crew, Abercrombie & Fitch and Ann Taylor.

Although the US market is big enough,

It is also clear that most of the fashion brands have only 10 years of glory.

There are only 28 stores in the international market for the sale of secret underwear stores.

So L Brands, like many American companies, thought of China in the downturn of the domestic market, and hoped that China would become an engine of growth.

In May 2016, L Brands officially announced the right to regaining the Chinese market. The group has bought the Chinese business from the agent, and all the stores in the mainland will be converted to direct operation.

It is expected that in 2017, the first flagship store selling all products, including underwear, will open in Shanghai.

In order to give the brand momentum, Wei revealed that next year's annual exhibition of the secret might move to Shanghai.

The first and most difficult problem in the online and offline efforts to force the Chinese market is to deal with the "Shanzhai store".

In China, there are fake stores. Only Chinese customers have bought a secret store, and they are going to shop in China.

This has also created the credibility and overdraft of the brand.

It is said that before the first direct store opened last year, there has already been a "Shanzhai store" which is not officially recognized in the mainland market.

Although Wei said that the flagship store opened in Huaihailu Road, Shanghai in the first half of this year is the only direct shop of the "genuine" parent company, but as of yesterday, the reporter conducted a search on Baidu map and found that there are still several secret stores in Tianjin and Nanjing.

The price positioning at 2000 yuan is mostly from "

"Run shops.

At present, the Tmall flagship store has been formally launched.

However, compared with other underwear brands in the country, which have already started a preheated hot spot, there has not been any special activity against the "double 11" in Tmall's flagship store.

It is reported that the sales channel of the secret electricity supplier is Tmall international, the product is provided for the American warehouse, consumers need to pay import tax, the freight cycle is longer, about a week.

Therefore, it has been pointed out that Wei is not in our traditional sense of "Tmall", in fact, the cooperation is "Tmall international".

At the same time, all products in Tmall's flagship store have no actual payment. From the cumulative evaluation items of products, the cumulative evaluation of most products is zero, and there is a suspected brush list and no actual payment. The number of people watching the different product pages of Tmall international store is quite different.

It is not a dominant position in the Chinese market. From the point of view of product design, there is a big difference between the typical American style underwear and the underwear demand of Chinese female consumers.

Therefore, it is necessary for consumers to accept time in China.

From the consumer group, "European women spend about 500 euros on underwear every year, while Chinese women spend an average of only 200 yuan per capita underwear per year, and the number of women in the two or three tier cities is even lower."

The consumer groups in China are very small. They are only young, highly educated white-collar women who are sensitive to the international trend, but this is too thin for an overseas underwear brand.