In Less Than A Year, Second Shops In Beijing Will Open Next Week.

In July 31st, the golden section of the Beijing World Trade Center is being renovated, and the advertisement on the outside of the shop has been launched. According to the interior decoration staff, the whole store is completed in August 7th. It is understood that the whole category stores not only sell bra, underwear, pajamas, but also have Sportswear Beautiful makeup, Accessories And other products.

It is worth noting that this is the second store that has been opened in Beijing for less than a year. In 2017, when the first flagship store was opened in Shanghai, it began to continuously increase the Chinese market. Not only did the company set up a flagship store on the Internet, it entered the Tmall flagship store online, but also announced that it would gradually reclaim its franchise in the Chinese market.

Behind the Chinese market is the United States of America. Local market The continued downturn. Data show that sales in the US market have been declining in recent years. Take the US CBS television as an exclusive broadcasting provider, for example, it has invested more than US $20 million a year, but the ratings in the past three years have been declining. The decline in the ratings in 2015, 2016 and 2017 is 32%, 25% and 30% respectively.

The "bottleneck" in the US market began to target China. According to the research report, the retail value of Chinese women's underwear market will reach US $25 billion in 2018, two times that of the US market, and will grow to 33 billion US dollars in 2020. Although China has huge market potential, it is not easy for Wei to get a share of the market. At present, domestic brands, Ai Li Fang, man Ni Fei, and urban beauty have already had a large number of loyal fans in the market. Foreign brands such as Oysho, Clavin Klein Underwear and La Perla have also been eating the market.

Cheng Weixiong, general manager of textile and clothing management and Shanghai Liang Qi Brand Management Co., Ltd. pointed out that one or two stores in China are not enough to affect the performance. However, the increase of the underwear market space brought by the upgrading of consumption is one of the reasons why China's layout is urgent. At present, the domestic market is more popular underwear market, in terms of function, technology version, fashion and other international brands and other international brands are still relatively large deviation, which is also the entry of high-end international brands. domestic market Therefore, it is not too late to enter the Chinese market, but it also faces great challenges.