Why Did The Fashion Show Show Its Intention To Curry Favor With China?

The annual banquet Victorias Secret Fashion Show.

Shi Shangxiu came to a close on 30 November.

Although this great show was chosen at The Grand Palace in Paris, France, the show used a lot of Chinese elements, and Chinese elements even surpassed the "host" of France.

In addition to the highlights of the show and theme show, the Chinese show is also the first to use Liu Wen, He Sui, Xi Mengyao and Xiao Wen to form the Chinese Super Model Army. This is also the largest Chinese supermodel ever seen in the history.

At the same time, the Taiwan TV show Jolin and mainland actor Zhang Ruoyun were invited to the show. More important magazines and Internet media in mainland China were invited to the show. Youku, NetEase and other Internet media broadcast a large number of scenes behind the show.

The fashion show is so eager to curry favor with China, in fact, it is China strategy implemented by Victoria s Secret.

In 2017, Victoria's store will be crowded in China.

In early 2016, "Wei Mi" came to Levi's Bhardwaj Arun, director general of the Greater China region. He hired him as the head of Greater China, and set up a new team to take over the business of "Victoria" mainland and Hong Kong and Macao.

In the Chinese market, "Wei Mi" also attacks Apple, Gap, Ralph Lauren, Coach, Michael Kors Kors, which is equivalent to US capital, and has independent retail network in China.

The high salary has been dug up and the team structure has been completed.

"Wei Mi" will reclaim the "beauty and accessories" store which was originally owned by the agent. It will also unveil the "great expectations" Huaihailu Road flagship store in Shanghai in April 2017.

Hongkong, Beijing, Chengdu, Guangzhou, Nanjing and other cities "underwear" shop opening is also in preparation, is expected to be unveiled in 2017.

With the encouragement of relevant government policies, the consumer demand rebounded in China, showing a growth trend.

As a global consumer group, domestic consumption has also made more brands focus on China's "fat meat".

In recent years, fast fashion and light luxury brands have been popular in China, while Victoria s Secret has been waiting for a wait-and-see attitude and has not yet opened up the Chinese market.

In the past two years, the pcript in European and American markets has been much worse than before. Victoria 's Secret has finally acted.

Victoria didn't want to let go of China's market.

In January 2015, the secret of Vitoria, the famous American underwear brand, entered the mainland for the first time. In a low-key way, it opened a store that only sells beauty and accessories in Shanghai Raffles square. This has also made many customers feel very frustrated: why does a professional underwear brand do not sell underwear in China? This situation is exactly the same as that of the previously established store in Hongkong.

Previously, it could only be purchased from official shops authorized by the United States, Canada and the United Kingdom. However, not long ago, the official overseas flagship store was formally launched on Tmall, and Chinese customers could finally buy many kinds of goods including underwear.

In this sense, it is not the intention of the secret market to avoid the Chinese market. Nor is it the so-called style and size problem (at least the other European countries whose bodies are similar) can not be bought.

Victoria still won't miss the Chinese underwear market, which is two times larger than the United States and is expected to reach 25 billion dollars. But the biggest problem it faces may not be the loss of brand fever, but the strong competitors.

At the same time, the domestic anti-corruption policy has a strong impact on the local luxury goods market. Meanwhile, it has triggered the consumer's preference for high-end underwear market. Nowadays, overseas underwear brands like Italy LaPerla, Germany Triumph Ttiumph and so on are popular in China. At the same time, local underwear brands such as urban beauty are also beginning to threaten to enter the high-end market.

The scale of domestic women's underwear market is over 60 billion, and the mass brand is the foundation.

In the United States, it has always been the image of a popular brand. Despite the appearance of a million dollar diamond lined underwear every year in the secret show, the sale price of a lady's underwear in American stores is usually between $30 and $40.

In the Chinese market, it has been classified as light luxury brand. With the development of its brand and its brand influence, it has successfully cultivated a large number of fans of urban white-collar workers.

According to the world clothing and shoe net, China's underwear market has annual sales of over 100 billion yuan, and its annual growth rate is nearly 20%, which is higher than that of the textile and garment industry in the past ten years. The annual average growth rate of the underwear market is 18%. In the overall market, women's underwear accounts for about 60%, and the market size exceeds 60 billion yuan.

It is no wonder that Victoria s Secret began to spy on China's "sweet fruit".

More and more high-end underwear brands come to China to nugget.

In addition to Vitoria's secret, Italy's top luxury underwear brands La Perla and Ttiumph (Triumph) also need to increase the number of stores and expand into areas outside China's major cities.

According to the world clothing and shoe net, the size of Chinese underwear market has more than doubled in five years, reaching 18 billion US dollars.

The outlook is also impressive. According to Euromonitor's forecast, the total retail sales of Chinese women's underwear market will reach US $25 billion in 2017, two times that of the United States, and will grow to 33 billion US dollars by 2020.

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

This means that even if the market in the high-end underwear market runs into the Chinese market, it will not change the competition pattern of the domestic underwear market to a large extent. For Chinese underwear brands, there are more than 3000 counties and cities in China except north and wide. This market is the foundation of the Chinese underwear brand.

Although there are many discussions about Victoria 's Secret, the sexy lingerie empire will not collapse at any time.

2017 will be the key year for Victoria 's Secret to open the door to China's market. Whether Victoria' s Secret will bring us any surprises will let us wait and see.

More interesting reports, please pay attention to the world clothing shoes and hats net.