The Establishment Of Flagship Stores In China Is Difficult To Eliminate.

The secret of the fashion underwear brand Vitoria, which has entered the Chinese market for only a year, has just opened its flagship store in Shanghai and Chengdu last month. It is about to enter the Beijing market in August to open flagship store.

Actually,

In Beijing, the market has been testing low-key water for nearly half a year, stores are small and product categories are few, but popularity and bag rate are considerable.

In the Beijing market, which is about to lay all kinds of stores, reporters also found a store which called itself the authorized agency of the brand. The price of the goods is much higher than the official price of Weimi.

When consumers fail to fully understand the truth of the high-end image of the Secret Angel show and the price of a slightly popular shop, it will also face a chaotic channel.

Direct shop is on the agenda

Beijing occupies an important position in the international market. The international retail brand is optimistic about the Chinese market. It will also attach importance to the expansion of the Beijing market and become an experimental field for domestic distribution and understanding of Chinese consumers.

With the previous low-key entry into China, there is no difference between the two.

Reporters interviewed found that in Beijing, one east one west, Chaoyang Joy City and Xidan Joy City have already opened two beautiful cosmetics and accessories stores.

Reporters learned that the two stores opened in November 18th last year, and the business area is 30-40 square meters.

Stores sell mainly perfumes, body milk, accessories and selected underwear.

The two stores, which have been opened, are the direct stores of the visa.

The display of the store displays the video of the beautiful angel show, so that many female consumers stop watching it.

The 5 pairs of underwear sold in the store are priced at 398 yuan, with an average price of less than 80 yuan. The body milk and shower gel will be sold at 3 yuan or less than 110 yuan, and the average price of the set box is below 800 yuan.

In the store of Xidan's Joy City, there is a large volume of traffic in the store. Customers need to wait in line for about 5 minutes to settle accounts.

The sales staff at the store told reporters that the business in the store has been good since the opening last year, and the volume of turnover every day is also very high.

In contrast, the shops in the mall of Chaoyang Chaoyang City are slightly fewer, and the customers in the store are mainly "shopping".

In an interview with reporters, sales staff of Chaoyang Joy City store revealed that in August of this year, large stores of the whole category will start in Wangfujing.

The staff of Xidan's Joy City store said that the new store in Wangfujing might sell underwear products at that time.

Reporters contacted the company, and the company responded to "no reply".

Agent is difficult to remove.

Wei went to Beijing to attract young consumers to buy more "civilian" prices, but in Beijing there was a self appointed authorized store selling high priced underwear, home products and so on.

Reporters found through the map search, there are three stores in Beijing called "the secret of Vitoria", of which two shops are located in Chaoyang Joy City and Xidan Joy City, another address is located in the southeast fifth ring outside the Beijing urban and rural Century Square two.

When interviewed by reporters, it was found that the "secret store" in Beijing's urban and rural Century Square was named VICTORIA'S COLLECTION in English.

When the reporter went into the shop and asked if the product was genuine, the staff said, "our shop has a prefix named VICTORIA'S. The product is officially authorized, and now the household clothes can only be bought here."

VICTORIA'S COLLECTION stores sell bra underwear products at a price tag of 1500-3000 yuan. Staff members say that most bra underwear products are sold at a price of 50 percent off, and the price of a single piece is around 1000 yuan.

The underwear products are sold at the original price, and the price is above 150 yuan.

But reporters from Tmall's secret overseas flagship store found that the original price of the brand underwear is more than 200-500 yuan.

The sales price of underwear in VICTORIA'S COLLECTION stores is over 1000 yuan, and the products and prices are different from those of Shanghai store.

The VICTORIA'S COLLECTION store sells the label of "Victoria's Secret", but on the other side of the label, it also marks a company named "Shanghai Jintian Garments Co., Ltd.".

The reporter searched the Internet from a "Notice of the Supreme People's court" that "Vitoria's secret store brand management Co., Ltd. v. Shanghai Jintian Garments Co., Ltd. infringes on trademark rights and unfair competition disputes".

Information shows that the plaintiff's secret store brand management Co., Ltd. sued the defendant Shanghai Jintian Garments Co., Ltd. for infringement of trademark rights and unfair competition disputes.

The plaintiff said that Shanghai Jintian Garments Co., Ltd., without authorization, declared itself as the general distributor of the plaintiff, operating in the form of direct or franchising in China, and used the plaintiff's "Vitoria secret", "Victoria's Secret" trademark and enterprise name in the above activities to sell goods abroad.

In this regard, Shanghai Jintian Garments Co., Ltd. argued that the goods sold by the company came from the plaintiff's parent company, the limited company limited, which sells genuine goods.

Finally, the judge decided to compensate the plaintiff for the economic loss of 60 thousand yuan by buying and selling relations between the original defendants.

As early as in 2013, the Wangfujing pedestrian street in Beijing was also famous for selling 2000 yuan of secret products for the secret agents.

A longer period of adaptation is needed.

Among many

It is not too early to enter China.

Yang Dayun, President of China fashion industry strategy and President of UTA Fashion Management Group, China, has been cautious about opening shop in China. From the strategy of opening up stores, it is testing water Beijing and China market.

Entering the Chinese market is rather late, and the sales channels are not uniform. The scrambling of purchasing agents and dealers will also have adverse effects on China's business.

The potential for consumption in the Chinese market is very tempting. In the United States and other regions, thousands of stores will be opened in China.

Yang Dayun believes that it will take some time for China to develop in China and allow Chinese consumers to accept it.

Yang said that Wei Ming does not have an advantage in the Chinese market. From the point of view of product design, the underwear products are very typical American style, colorful and heavy lace decoration, which is quite different from the underwear demand of Chinese female consumers.

Besides, in the aspect of cosmetic products, Chinese women are more interested in whitening. Whitening is not valued among white people, and the constitution of people in different regions will limit the promotion of products.

In addition, Yang Dayun believed that

The product positioning is not quite in line with China's consumption trend.

"The sale price of Wei is not high, and the possibility of high-income group choosing the secret consumption is relatively small, while the consumers in the three or four tier cities are not deep enough to understand the secret brand, and it is difficult for them to open the market."

According to public figures, underwear consumption in European countries is 500 euros per year, but Chinese women spend about 500 yuan per year on underwear consumption, about 6 yuan.

Although China has a large consumer population, it still faces competition from Chinese brands.

For more information, please pay attention to the world clothing shoe and hat net information report.