Can It Change Chinese Women'S Perception Of Body And Sex?

Because of the arrival of the Secret Angel, the Mercedes Benz cultural center in Shanghai is immersed in pink tonight.

According to the world clothing and shoe net, although Shanghai was less than 10 degrees Celsius in November 20th, two hours before the start of the big show, the gate of Mei Ben had already been crowded. Just queuing up would take more than an hour, and no one could be privileged to avoid queuing, even wearing a back.

Ladies.

During the period, there was a continuous scream, and the fans of the upcoming stars had been waiting for a long time. The size of the scene could be seen from the audience one or two, and the exquisitely refined guests invited to the scene fully reflected the sensation of the show coming to China.

The front door of Mercedes Benz Center

On Taobao, one hundred thousand and one tickets have been sold to the big show tonight. Even if the annual show is actually an invitation system, tickets will not be issued to the public.

Micro-blog and the public number started all kinds of gossip and secret reports on the Shanghai show in the early days. The show has naturally become a commercial exposure opportunity. OPPO voted for the "only mobile partner" of the Shanghai show, and in November 29th, when the show was broadcast on CBS,

Tmall super brand day will also be held.

In order to get into the show room, the Shanghai media group (SMG) has carried out the most stringent control over its activities.

Every person who has access to the information must be examined by the local public security organs and embedded in his own two-dimensional code.

This time, the most striking thing is that the number of angels in China has reached the highest level in history. He Sui, Xi Mengyao, Xiao Wen, Liu Wen and other T faces will be on show.

Angels in China

When Chinese clothes are worn on the "beautiful body" all over the world, it is no doubt that it hopes to portray a brand vision for Chinese consumers.

This show is also the biggest confession since the beginning of the Chinese market. In the first half of 2017, China opened its flagship store in Shanghai and Chengdu, and sold the mainline products.

This also means that it has said "no place to go in the US market".

North America is the main base of the company. In the United States, there are more than one thousand secret underwear shops and more than one hundred independent beauty shops in the United States.

But in the past two years, the impact of consumer escalation, the performance of the North American market is not good enough.

According to LBrands's third quarter earnings report, the net sales rose by 1% to $2 billion 610 million in the fiscal quarter ended October 29th, but net profit was only $86 million, down 29% from 112 million dollars a year ago, and the total sales volume also decreased by 1%.

The Asian market, which has not yet been well developed, has become the key to the overturn of the market because of the lack of attention from the brand to the international market and the failure to make decisions on such categories as streamlining swimsuits.

However, as the largest market in the Asian single market, China's performance in the underwear market for many years is far from mature.

In addition to the development of the brand end, the first problem that the company wants to solve is how to face a group of women who are totally different from the American consumers.

This difference is not related to the acceptance of "sexy", but rather to the cognition of body, sex and education.

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Mimi is my own, but I am not familiar with them.

After a few days' talk, you will find that many Chinese girls do not understand how to buy underwear.

Whisky, PR industry.

In life, there are always opportunities to get out of all kinds of high-end brand activities. They are also dressed up with bright colors on weekdays, but there are troubles in buying underwear.

"I don't know what to buy, but what I buy is always unfit."

Whisky said.

At present, the brand she buys most frequently is 6IXTY 8IGHT, a brand launched by Swedish fashion ladies lingerie fashion Co., Ltd., which was registered in Hongkong in 2002, Helong International Fashion Co., Ltd., positioning the price to be close to the people and the variety of styles. The reason for choosing is that young people who have just started work pay great attention to cost performance.

Whisky

Xiao Bai, architect

As a building designer, high strength work requires her to have a high degree of comfort for her underwear. She will take the initiative to find a functional style. However, "cupboard only allows you to enter the fitting room according to your code number, and even if you used that kind of forward support method to buy it at that time, you would find it inappropriate to find it for a long time. Sometimes the cup sometimes slips up and sometimes the strap slips."

Xiao Bai seems to have become helpless after numerous failures.

Although she was embarrassed to say it, she admits that she had to accompany her mother to a professional underwear store before.

"But professional adjustment underwear is too expensive to buy."

In this way, it seems that no brand can satisfy the demand of mid price but also functional requirements. In comparison, the most popular purchase of her brand is IMIS, which is the most cost-effective choice for her.

Xiao Bai

Yi Tong, brand planning

She did not think it was difficult for her to buy underwear, because she had summed up her own rule of buying: "buying the brand of foreign countries is the smallest, and the domestic brand will buy two yards."

She describes the difference between Asian women and European and American women.

However, many European and American lingerie brands do not show special consideration for Chinese women in the Chinese market.

There is no special preference for the underwear brand of Yi Tong. "The functions and styles are all similar."

It seems that she can find herself suitable for any brand at home and abroad according to her "simple and crude" selection method.

Yi Tong

In short, the blind buys, hits the eye to buy, takes mother to help oneself to buy, this nearly covered the majority Chinese female consumer to buy the underwear appearance.

Do they have any idea how to wear underwear at the age of a few years? Are they wearing sports or steel rings? Will the steel rings help shape or affect development? When did you start to know that small cotton pieces on underwear buttons are actually used to wash underwear brushes? These answers do not have a unified standard.

It depends on your family education, living environment and local commercialization.

Most women receive this knowledge very fragmented. They may come from their mothers, perhaps from shopping guides, or even from their classmates.

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However, each shopping guide is different. Every mother says differently, which directly leads to the fact that the learning process of puberty is neither systematic nor accurate.

China lacks clear gender education and sex education, and parents generally hold taboo attitude towards sensitive topics such as sexuality. However, the contradiction is that the degree of social development has gone far before sex education. High commercialization and globalization have brought the young generation into contact with related contents in many ways. However, the lack of Education has caused dislocation.

The absence of family and school education actually provides commercial consumers with the opportunity to reeducate consumers. When it comes to the experience of consumption, providing customers with help in place is beneficial to the brand. It can be seen that many traditional brands have begun training guide in the process of innovation, giving guidance advice, but at a very early stage.

Last July, the first financial business data center released a report on the trend of women's underwear consumption. The report shows that there is a clear gap between the consumption habits of personal clothing and developed countries, and the average per capita expenditure is only about half of that of developed countries.

In terms of how to buy underwear, Chinese female consumers seem to have to start from scratch.

There is no giant in China's large and scattered underwear market.

In fact, the development of the market is not just the result of the operation of various companies. The feedback from consumers will also affect the brand in turn. For the underwear, the dispersed consumer mentality has led to the scattered underwear market to a certain extent.

"The domestic women's underwear market is a particularly fragmented market, with only 12% of the top ten brands," Qin Yuanyuan, a senior analyst at the consulting company, told reporters.

It can be seen that there is still no leading enterprise in China's underwear market, the difference between the different positioning brands is not large, the distribution of market share is relatively average, and the underwear market has maintained a traditional and slow development mode over the years in other consumer areas.

Most of the underwear brands you are familiar with are mostly in their own shoes.

For example, the city beauty is the biggest underwear manufacturer in the Chinese market.

According to the data provided by Ou Rui, the market share of urban beauty is not only ranked first in China, but also in the top five in the world, and was once awarded the title of "China's Secret". However, the brand status and the secret density in the past two years are also very consistent. According to the company's financial report, in 2016, urban beauty suffered double decline in its first revenue and net profit since its listing, and net profit fell by 55.2% compared with the same period of the previous year. During the first half of this year, urban beauty sales revenue was 2 billion 80 million yuan, down 6% from the same period last year, and net profit was 145 million yuan, down 16.7% from the same period last year, and still losing money.

The city beauty was founded in 1998. At the beginning of its establishment, the brand was located in fast fashion underwear. Just like the rapid development of traditional shoes brand in early twentieth Century, urban beauty also supported the performance of a large number of stores, knew well about the law of "channel as king", and mainly laid out in three or four line cities.

Industry analysts believe that such a model has exposed the short board at the moment, resulting in the current situation of shoe brands similar to those of BELLE and Daphne, and a large number of stores to reduce costs.

In recent years, urban beauty began to rely on electricity providers to upgrade, and the results were good.

In the first half of 2017, the urban beauty business channel revenue was 238 million yuan, an increase of 44.8% over the same period, accounting for 11.5% of the total revenue.

So in September 29th of this year, city beauty and Jingdong collaborated with super brand day, which was held directly at Jingdong headquarters. In addition to regular price reductions and discounts, Jingdong also launched a full channel publicity mode for urban beauty, including home page drop-down videos, barrage, Jingdong official micro-blog, physical stores, etc.

City beauty spokesperson Lin Chiling

For overseas underwear brands that have been operating in the Chinese market for many years, the resistance encountered is not small.

German underwear brand Ttiumph has been 131 years old since its establishment in 1886. It is a traditional brand name for underwear industry.

It became the largest underwear manufacturer in Europe in 1936 and entered China in 1992. It is one of the first overseas underwear brands to develop the Chinese market.

Earlier this year, Ttiumph announced that it would close all its direct outlets in the UK market by the end of 2017, leaving only wholesale outlets and franchised stores. Most people realized that the underwear brand had not been heard for a long time.

According to Euro data, since 2015, the sales volume of Ttiumph has been decreasing year by year, and the rate of decline has been faster than ever. In the environment of European economy has not resumed, closing the store has become the next policy of brand self insurance. But for the British store strategy, Ttiumph management partner Roman Braun explained that the brand should be led back to the UK market with the new retail concept store.

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But just a British market is not enough to enhance the profitability of the entire company, so they see the consumption escalation of China.

In October 30th, Ttiumph launched its high-end brand ESSENCE, where the new product line was not selected in any European city, but in Shanghai.

According to the introduction, compared with Ttiumph's main brand products, high-end brand ESSENCE will pay more attention to the fashion of underwear style, which is intended to cater to the preferences of young Chinese consumers. It intends to let Chinese consumers see the changes made in this century old brand.

At present, there are about 550 self operated shops in mainland China, and after the launch of ESSENCE, it is reported that the company will expand in the Chinese market as an independent store, and will not lower the price of products. When Ttiumph wants to raise its position in the Chinese market, Ttiumph will choose to compete with it.

The market of high-end underwear brand is also becoming more and more crowded. Italy underwear brand La perla belongs to this category, and they are also starting to attack the Asia Pacific market.

In October 19th, a month before the official debut, La perla took the lead in organizing the 2018 spring clothing conference at the The Venetian Macao Resort Hotel. This is the first time La perla has held a big show in Asia.

As we have reported earlier, although the brand has 16 stores in Asia, 5 of which are concept stores, the focus of brand management is still in Europe. Compared with the 150 shops all over the world, the Asian market is still expanding.

If you look at the invitation of La Perla spokesperson, from Xi Meng Yao to Liu Wen, it is easy to see that the brand is trying to get a sense of Chinese consumer identity. After the show in Macao, it is hard to say that the next step of La perla will not be laid out in China.

The Internet Co is competing with virgin for young girls.

Although these old underwear brands are eyeing the Chinese cake, before the arrival of the Chinese market, there are actually new players in the Chinese market, one is the underwear start-ups, which rely on the rapid growth of the electricity supplier.

For example, in June 2014, oxygen APP, which specializes in women's underwear, has a team of young girls. In just three years, the online platform has grown from a simple underwear recommendation software to a buyer's business platform.

Perhaps it is because they are familiar with the psychology of young women nowadays. They have successfully made underwear from a simple functional product to an emotional IP. But at the very beginning, according to founder Daini, she simply felt that "underwear in the country is so ugly."

Underwear inside and outside pays more attention to providing professional services to customers. So in 2012, when the online shop was founded, the company opened its first physical store in 2016. For underwear, a product with strong functionality and privacy, consumers will want to try it on and buy it again, so the underwear will go online, and the store will provide services for customers to measure the size and recommend the size.

Compared to traditional brand names and overseas brands, it is clear that their advantage is to know more about what consumers want.

According to the survey, the penetration rate of underwear sales on the Internet reached 65%, and the retail sales accounted for over 10% of the underwear market in China. The annual turnover of the top three micro brands was more than one billion, far exceeding the scale of the traditional underwear brands.

Another hot issue in the underwear market is the rise of sports underwear in the subdivision area. Under the promotion of sports health, according to Euro forecast, as of 2020, China's sportswear market will exceed the luxury market, and sports underwear can occupy at least 20 billion to 30 billion of the market share.

The traditional lingerie brand is not undetected. Ai Group has launched the Aimer Sport sports branch, and Japan's Wacoal has launched its professional sports brand CW-X. However, the independent sports lingerie brand is still absent.

In sharp contrast, whether it is the positioning of traditional brands, or public goods and subdivision areas, the underwear market seems to be polarizing. On the one hand, fast fashion underwear brands can not satisfy consumers' beauty and functionality. On the other hand, high-end brands make consumers feel "unworthy", the middle market is hard to do, and no brand is willing to touch.

If we want to make the leading position in the Chinese market, if we want to start from the product, whether we can succeed in localization, this is also related to brand positioning.

For many years, it has been the biggest gimmick of sexy marketing. However, the gorgeous colors and representative "thick cushion" promotion underwear are obviously inseparable in China, which is not a match for the size of Asian women.

In fact, in the past, the real feature of the secret show was its precise and clever brand positioning.

Since 1982, when LTD (limitedBrands, now renamed L Brands) has received the secret brand from the founder Roy Raymond (Roy Raymond), it has set it up as a sexy fashion decorative product. The connotation of its brand is beautiful, sexy and fashionable, and is disseminated to consumers through products, stores, advertising and other marketing activities.

This way works because it differs from the mainstream track of underwear industry.

Before the Wei Ming, most lingerie always followed the "functional product" to develop, but the number of secret codes was only from 32AA to 36D, which was equivalent to the importance of thin body and forced the establishment of "aesthetic" model.

But this practice has been constantly attacked by feminists in Europe and the United States in recent years, because people are beginning to re emphasize the importance of diversified aesthetics and realism.

Although "sexy tactics" do not necessarily apply to China, this catfish does provide a new way of thinking for traditional underwear brands, which regards brand building as the top priority.

In the era of traditional underwear brand selling, the choice of consumers is narrow. The core of the whole fashion industry is relying on channels. However, the way to go is completely different. They rely on pink maiden sense, luxurious show and price fixing to accomplish the construction of the image of the people. To the Wei Wei, most consumers will think of the big show for the first time, which is certainly a manifestation of the success of the brand strategy.

Perhaps it is with this inspiration that underwear brands in recent years have paid more attention to the precision of brand image.

In addition to sexy labels, such as the Spanish underwear brand Oysho with a fresh and lovely image in China to expand stores, UNIQLO continue to walk comfortable and practical route, they insist on their own positioning on deep ploughing, rather than blindly expand SKU.

And two months ago, urban beauty tried to upgrade the brand, so that Zhi Ling, who started advertising for urban beauties many years ago, became the creative director of the Brand Co series ChilingCutting.

This indicates that the pformation of China's underwear market has just begun.

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