Can The Bra'S Products Be Overcome?

According to the world clothing shoes and hats net, the United States

brand

Shanghai, China will be held in the future

Big show has been continuously concerned.

With the announcement of the big show time in November 28th, China's expansion plan is also on the agenda.

In fact, in the course of the 21 year fashion show, the commercial growth space of the brand has reached its peak and entered the decline line.

After trying many new businesses such as bathing suits and sportswear, but not opening up a new prospect, it is natural for China to regard China as an important market through the bottleneck period.

The Chinese market is a turning point.

Throughout the 21 years of underwear show, most of them have been held in the United States. Few of them have been held in the UK and France to match the layout in the European market.

Therefore, the intention of Wei Ming's show in China is also obvious.

Behind this choice is the continued slow down performance of the company.

Data show that as of August 26, 2017, the L Brands net sales of the virgin parent company were $8.42, a year-on-year decline of 1%, while the same store sales fell 4% year-on-year, while the main brand sales fell 13% in the same month.

This is the decline in net sales for 8 consecutive months. In the first, second quarter, L Brands's performance indicators also declined.

In the layout of the global stores, the overseas market is obviously insufficient, and there are more than 1600 stores in the world.

Statistics show that there are more than 1100 stores in North America and Canada, and now there are 33 stores in China, including 2 flagship stores in all categories, 26 in mainland China and 5 in Hongkong.

In the relatively developed market of fashion and consumption, such as Beijing and Hongkong, the store sells only skin care products such as skin care products. The mainstream underwear products are not covered.

As a result, the overseas market has become a turning point for the future of the security market. China, which has a large consumer population and strong purchasing power, should not be underestimated.

In China, 33 stores have been quietly installed, and the location of new stores has also been targeted at the core business circle.

Reporters in the southern part of Beijing City Department Store's new project "Wangfu central" see that its peripheral enclosure has been hanging out of the huge brand of posters.

Wang Fu central developer, director of corporate propaganda at Hongkong real estate group, said that the construction and tenancy of the central government in Wangfu were progressing well and is expected to be officially opened by the end of 2017.

Following the opening progress of the central government, the whole category of the store will appear in Wangfujing during the year.

At the end of 2016, the opening of the model was wearing the exaggerated Chinese dragon style underwear. The most popular Jasmine Tookes in the year was wearing Fantasy bra underwear and Chinese elements with fringes.

In fact, it entered the Chinese market in a high profile in early 2017, and opened two flagship stores in Shanghai and Chengdu.

China has become the fourth market outlet for underwear stores in the United States, Canada and the United Kingdom.

At that time, there were four storehouses in the Shanghai Huaihailu Road Li Bao Plaza, with a total area of 2042 square meters. The first day of trial business attracted a large number of fans. The decoration of the shop was also evaluated as a visual feast for underwear.

Corresponding to the original intention of the founder 40 years ago, Shanghai's secret store attracted many men's fans.

The Chengdu the Mixc store has a total area of 1142 square meters. On the day of its opening, we invited two angels, China supermodel ho Sui and Brazil supermodel AA platform.

When reporters visited the Beijing Wei Ming store, they found that the "beautiful" angel Show in the shop also attracted male consumers to stop.

In the sixty or seventy square meter shop, the bag rate is very high due to the sale of parity products such as underwear and body milk.

Bottleneck bottleneck

The slowdown in the growth of its performance has long been traced. Although the show has almost independently developed into a successful global IP, the marginal effect of this commercial marketing tool has been diminishing.

Previously, it had tried many derivatives business, such as perfume, skin care products, swimwear, sportswear and clothing business, but did not see obvious improvement.

In 2016, the company proposed to abandon swimwear product lines which originally occupied more than 6% of the company's sales.

Subsequent performance showed that brand sales fell by 9% over the year.

Although the group's performance in the financial report reduced the brand's year-round comparable sales by 9%, due to the cut of swimsuit lines, the analysis of Jefferies, a famous investment bank in Wall Street, maintained that the bathing business was merely a "back pot" for the lack of brand growth.

Behind the decline in sales is the decline in consumer concerns about the company.

Fashion show, as a sign of Wei Ming, is declining in popularity.

Data show that in 2016, the popularity of the vogue fashion show was low, with a 18-49 year old audience rating of 2.1, down from 2.3 in 2015.

In addition, the ratings of the 2015 show dropped by 32% compared with 2014.

In addition, despite the eye catching, the brand image of sexy avant-garde and the positioning of underwear design have shown some deviations from the current preference of young consumers.

In Europe and America as well as Asian countries, in recent years, there has been a gradual improvement in comfort less steel underwear products.

Some consumers ridicule that compared with the steel ring underwear, the old steel ring underwear is a piece of armor.

The sense of bondage on clothes is abandoned by the young consumers nowadays, and they pursue more free and individualized lifestyles.

This has also led to the development of comfortable underwear without steel rings at home and abroad.

This trend is far from the location of the sexy products.

However, in 2016, Wei entered the product, but was considered to be too late.

It's not too late.

A fashion show in vogue is soaring.

However, in China, the topic of "Yang" in fashion shows is also "stop" in fashion show.

From the Baidu search index, the "Vitoria secret" Baidu search index will soar to more than 50 thousand when the November vogue shows the hottest trend in 2014.

In general, the Baidu search index of Wei is only floating around 10 thousand.

The vogue fashion show is really eye catching, but can Vic's bra products really overcome the acclimatization?

{page_break}

China's electricity supplier has gradually developed steadily. After entering the Chinese market, Wei also opened up channels for Chinese e-commerce.

In November 2016, Wei opened a flagship store in Tmall.

In June of this year, Tmall's overseas flagship store was pformed into an official flagship store.

According to the director of the secret service, the flagship store has been pformed into an official flagship store. The shipment method is changed from the US shipment to the domestic shipment, and the online products are synchronized with the store products.

At present, the official Tmall flagship store has a total of 1435 items, and the total sales volume is 52052 before the deadline.

Despite the fact that at present, the whole category stores are only in Shanghai and Chengdu, but from the sales ranking of Tmall's official flagship store, consumers are more curious about the bra and underwear products.

At present, the top three products of Tmall's official flagship store are bra and underwear products, priced at 188 yuan and 98 yuan respectively.

In response, Professor Guo Yan, Professor of Business School of Beijing Institute Of Fashion Technology, analyzed that most of the Chinese consumers bought the products of Wei MI were mostly curious. At this stage, the "adaptation effect" of Wei MI can not be seen.

Sun Duffy, co-founder of the luxury goods network of Fifth Avenue, told reporters that "COO should enter the Chinese market earlier." Sun Duffy further explained that the development of the lingerie market in the US is limited and the Chinese market lacks leading brands.

The design of the products is fast, most of the products are close to the people. If Wimido opens stores, it will be an important measure to save the sales volume.

For the expansion of the physical stores, sun Duffy believes that the company can try to increase the number of stores in China, so that more consumers can get in touch with them.

Part of the underwear products of functional category can improve the appearance of Chinese consumers.

At the same time, for Chinese consumers, the size of the underwear products is very large, and some of the products are made in China.

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