The Secret Of Vitoria Presents An Urgent Ambition For The Chinese Market.

It has shown its eagerness to the Chinese market unprecedentedly.

According to the world clothing shoes and hats net, American women

The first Victoria flagship store in Vitoria is officially opened in Huaihailu Road, Huaihailu Road, Shanghai. The secret of the brand is "Victoria" Secret.

(Wei Ming, China's first flagship store in Huaihailu Road, Shanghai)

The flagship store is surrounded by the special pink of Wei MI from inside to outside, and the total operation area of the 4 floors is 2042 square meters.

Before that, it used to be a luxury leather brand in France.

(LouisVuitton) the largest flagship store in China, which has been operating for 6 years, has a business area of less than 1500 square meters.

You still can't buy small underwear suitable for Chinese chest type in the store, and the whole shop is a steel ring bra with very strong touch.

At 7 in the evening, there are 10 meters long queues outside the shop.

This is just a step towards accelerating the Chinese market.

On the same day, Chengdu's Huarun the Mixc also had a new store with new secrets.

Chen Yong, director of the Shanghai Huangpu District Government Business Committee, told the media not long ago that the 2017 show will also be held in Shanghai.

In addition, the Tmall flagship store is also accelerating.

Unlike the stores you saw in mainland China and Hongkong, the new store opened all products of the brand. Before that, all Asian stores did not sell underwear products, but only perfume, cosmetics, handbags, body milk and accessories.

Before the official registration of Shanghai in June 2016, Hongkong, Shanghai and Guangzhou were all managed and operated by the Malaysia agent Valiram group, but they did not receive authorization from underwear category.

(the new store opened the product category of the brand, in addition to the perfume, cosmetics, handbags and underwear products sold in the past Asian stores).

KhalidRouissi, executive director of Valiram group in Hongkong and Macao, explained in an interview with reporters that Wei has never delegated the licensing of underwear business, mainly because of the differences in the stature of Chinese women and American women.

However, according to our recent verification information to the official, the sale of underwear in the Chinese market has not been heard of changing the size or cup type of bra or underwear.

A series of actions has become an evidence of the rapid development of the Chinese market by the secret plan.

At present, LBrands group, the parent company of China's Virgin Group, has officially withdrawn its operation right in China, and the future stores in China will also take full direct mode development.

(EMI explained that the delegation of the lingerie business has always been authorized because "the difference between the size of Chinese women and American women is not safe enough to be sold directly", but in the new flagship store, you may still not be able to buy underwear designed specifically for Chinese women.

It is a good time for China to catch up with the Chinese market.

According to the report on the trend of lingerie consumption released by the first financial and business data center (CBNData) in 2016, the most popular keyword for Chinese consumers to buy underwear is "sexy".

Consumers no longer regard underwear as a simple underwear, but pay more attention to the collocation and fashion sense of interior and exterior.

In fact, the concerns and preferences of male consumers are also pushing women's consumers to make decisions on underwear purchases.

In recent years, the "sexy" as the selling point of the "Wei Mei Xiu" is taking turns to grab the attention of Chinese consumers. Even after Liu Wen, Xi Mengyao, He Sui and Xiaowen 4 China supermodels boarded the 2016 stage, they reached the top.

For the first time in 2016, there were four supermodels from China.

According to our recent internal news, the flagship store will officially open to the public in March 8th, and is still in trial operation stage.

During the opening period, the company will also bring 4 supermodel platforms to pre heat this year's exhibition.

In fact, it is considered by the industry to take this step at this time.

LBrands's performance has been dragged down for a long time since the trend of growth slowed in 2010.

According to LBrands's latest earnings report, annual sales in 2016 were almost no increase compared with the year before.

Sales in February are expected to fall by 20% over January, which has triggered investor fears.

Because of the long stagnation of the core brand business, LBrands shares have fallen by nearly 30%.

In February 22nd, however, its shares plunged 13% after trading, and management sharply reduced the profit forecast for the first quarter of 2017.

In addition, according to the performance report of Wei Jeanne, the largest supplier of the largest supplier, the reduction in orders in the new quarter resulted in a 89% fall in the first half of 2016, which accounted for about 35% of the total annual sales.

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(LBrands's share price has fallen by nearly 30% after long stagnation by core brand).

In the history of its operation, the brand was once very interested in overseas markets because of strong sales in the US market.

So far, the overseas markets that have been developed by William have only Canada and Britain besides China.

But now it appears that the retail concept of the sale is obviously out of date.

Too much emphasis on sex and neglect of the comfort of underwear, and strong pink elements are also hard to get around women consumers with all kinds of preferences and scene needs. A large number of shiny designs and rough printing do not allow them to suffer long-term consumer criticism in the US market.

Pink is a common color in the product.

But products that lack comfort and too strong pink elements are hard to get around.

For Wei Ming, it is no longer early to open up new markets.

It has to bear the risks and consequences of putting all expectations in a single market or very few markets.

China does have good opportunities, but then what?

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