The Hot Selling Of Victoria'S Underwear Brand: Crochet Lace And Wire Free Bra Has Become The Focus Recently.

According to the world clothing shoes and hat net, Wei Mi opened its first store in Shanghai. Chinese consumers will find that this shop has no Dragon Robe and is more refined.

Standing on top of Shanghai's luxury brand, Huaihailu Road is famous for its luxury brands like Hermes and upper and lower. It is obvious that Victoria is striving to improve itself from the mass consumer market in the United States and create a high-end and mature market in China.

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In this four storey store, most underwear is priced at 300 and 500 yuan, higher than the US price tag.

Wei's brand "Pink" and fitness series are on the first and second floors. The shining ring steps lead consumers to the third floor, where the bright costumes worn by the angels before the fashion show and the price range of designer underwear range from 1500 yuan to more than 4000 yuan.

The angel series, which is one of the only three services in the world except London and New York, provides the ultimate luxury experience for VIP members, allowing them to try out the latest underwear series in private space.

Despite its sales performance offline in China, Tmall sales of Wei Mi implied the recent sales progress of the brand.

The best selling piece is a crochet lace braided lace and no wire bra.

This may surprise American consumers, because this kind of

Last year, it was released in the United States to cater for the current trend of athleisure, but its marketing strategy of "no new sexy" was not popular there because the image of the brand's thick bra was deeply entrenched in the United States.

But despite the fact that American consumers already have some understanding of Wei MI, Chinese consumers do not have much knowledge to accept the brand innovation strategy easily.

More than 2400 of consumers have made positive comments on this bra.

Some people say they never wear such a comfortable bra and are so excited that they want to show it as a bikini or a beautiful jacket.

However, compared to a bra priced at 188 yuan, buying online is more cost-effective.

So far, the designer underwear series priced at more than 1000 yuan has sold less than ten copies on Tmall.

This may mean that there is still a long way to go to target the big consumers, but there is a chance to try out a high price.

It's still very attractive for Chinese women who want to invest in high-quality underwear.

Victoria may have succeeded in attracting the fashionable Chinese women, but they are not the first or only players in the Chinese underwear market.

Although China's women's underwear market has a huge profit of $25 billion in 2017, it is still very fragmented and does not have a leading brand.

So far, Guangzhou's Cosmo Lady has only four percent market share in the mass underwear market.

Anyway, the Chinese representative of Victoria told reporters by e-mail that they are optimistic about the potential of the Chinese market.

More stores are planned to open in China, including one in Beijing.

In addition to this year's first annual fashion show in Shanghai, the brand's plan to win Chinese consumers is unclear.

At the same time, other international brands who want to compete in the market share have stepped up their publicity.

For example, Italy luxury underwear brand La Perla designated supermodel Liu Wen as the spokesman for the brand in 2013.

Two years later, in the popular reality show "we love each other", Liu Wen wore La Perla for a bad date, making the brand known overnight.

(Liu Wen is also one of the angels of the Victoria show in 2016).

Niche brands have also begun to gain power in China, partly thanks to underwear app oxygen, which has reformed Chinese Millennial consumers to buy underwear and interact with them online.

Oxygen also has consumers from overseas looking for niche brands.

They want to find unique underwear to match different occasions.

Looking at oxygen is like looking at a life magazine, and oxygen has more than ten thousand underwear experience. They try on the latest underwear and express their feelings through the creative platform like Instagram.

Like the British brand Mimi Holiday, they have their own subscription pages to display products and user experience.

Oxygen disclosed that they had 2 million downloads in 2016.

An ordinary user can get three orders in half a year and the average price of each order is 591.

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Asia's most influential lingerie fair is currently held in Shenzhen, where more than 800 industry players participate in design competitions and seminars, and international exhibitors, such as the excellent South American underwear brand Leonisa, also want to test the water in the Chinese market.

Victoria undoubtedly won some brand attention on the Internet and the high-profile Paris fashion show, but it still has a long way to go because it also faces international and domestic competitors and innovative brands.

For more information, please pay attention to the world clothing shoes and hats net.