The Market Value Of The Company Has Fallen By Half.

In November 8th, Vitoria's secret show was staged in New York. The big green patterns and red flowers of the countryside appeared frequently in the show ground, and were ridiculed by netizens. "The models are coming through the sheets, and the designers have taken out the flowers sheets that grandma has collected."

As a legend in the history of marketing, before the beginning of the show, there were one hot spot of the secret.

More than half a month ago, the reporter began to squatting down the Manhattan Wei Ming building and grabbed a super model of the interview to show the girls' long legs, small waist and beautiful faces.

Subsequently, he announced the list of performance guests. This time he invited seven groups of musicians in one breath.

Including Shawn Mendes, The Chainsmokers, Monkey (Halsey), Rita Ola (Rita Ora), Bebe Reksa (Bebe Rexha), Kelsey Balerini (Kelsea Ballerini) and Rexha band, pop, rap, country, rock and roll, comparable concert.

On the eve of the show, the seven largest group of eleven guests in the history has changed again, and the official announcement of the R&B Leela (Leela James) has appeared as the eighth group guests.

The most watched Fantasy Bra this year is interpreted by Sweden's supermodel Elsa Hosk (Elsa Hosk).

This underwear and body chain are inlaid with more than 2100 SWAROVSKI crystals and topaz, plus the middle main drill, and the whole set of underwear is over 71 carats, which takes 930 hours to build.

However, this $1 million Fantasy Bra is also the cheapest "sky price" underwear in the history of the show.

The marketing tool of Wei is still excellent, but this is sexy body, gorgeous.

The big splash of the distinguished guests is becoming smaller and smaller.

At the same time, sales of WIM are also shrinking.

In August this year, at the second quarter earnings conference, the chief financial officer of L Brands, the virgin parent company, announced that it had lost 5% of its sales in the same store, far worse than the 3.8% decline expected by the market. If the online channels were removed, the drop in stores would be as high as 9%.

Not only that, the Pink, a subsidiary line brand for young consumers, has been in the doldrums, and the swimsuit business is dropping 2%.

Last Christmas, L Brands also rushed to a high of $63.1.

However, after the two quarter earnings this year, share prices fell to $25.89 for a eight year low.

In the past year, the stock price has been "down and down". It has almost fallen half of its market value, becoming the worst performing in the S & P 500 index. It has only pushed the share price up to more than $2.

CNN pointed out that the decline in the sale of secret goods was mainly due to strong competitors.

On the Amazon website, those cheap underwear and pajamas sell very well.

American Eagle Outfitters and Gap have joined.

In the competition of products.

Hanesbrands, the largest underwear manufacturer in the US, bought Bras N Things, an Internet lingerie retail companies, which has been selling well in Australia and South Africa.

Some experts believe that the current dilemma is partly due to too much expansion and too many stores.

In the beginning of this fiscal year, in February 3, 2018, L Brands operates 984 U.S. secret stores, 140 Pink American stores, 39 Canadian secret stores and 7 Pink Canadian stores. The total number of stores in the North American market is 1170.

After the two quarter earnings announcement, the company announced that it closed 20 stores in the current fiscal year.

As of September 1st, the number of stores in North America has dropped to 1164, closing 6 US secret stores and 1 Pink Canadian stores, and 1 new US stores.

The local market is flagging, and it also wants to rely on Chinese consumers to find new growth points.

In February 2017, it opened two official flagship stores in Shanghai and Chengdu in the same day, and moved to China in November and opened many Chinese models directly.

Even though Xi Mengyao fell down in the show, she did not abandon her. Instead, she sent her directly to the stage of this year's show.

Despite the huge potential of the Chinese market, the expansion of underwear brands is not so easy.

The first thing to do is to change the concept -- from being more sexy to more comfortable, which is the modern woman's attitude towards

The demand is also the trend of the times.

According to CBNData "2017 online underwear related consumer series research", it shows that the steel rim underwear with shape and comfort is more popular with consumers, and its sales volume is 3 times that of steel ring underwear.

This change has negatively affected the number of people who have always been sexed.

The competition of underwear enterprises in China should not be ignored.

In terms of traditional underwear enterprises, Hui Jie group, the city beauty and Ann Li Fang are all concentrating their efforts on online channels.

Small and medium-sized enterprises without physical channels also have stable online purchasing audiences.

Comparing the sales data of "double eleven" underwear from 2015 to 2017 in three years, both Manifen and her have been playing the world in the top eleven list of young Internet brands and influential traditional brands in the Chinese underwear market.

Not only that, domestic high-end

Some people began to exert their strength.

In March this year, Fosun Group announced that it was holding 55 million euros (430 million yuan) for holding Austria luxury underwear company Wolford, which was founded in 1950. It mainly produces and sells high-grade tights, tights, underwear, women's wear and accessories.

The year before last in Paris, in Shanghai last year, this year's return to New York, the secret show is still full of scenery. However, the gorgeous appearance can not hide the fact that the discount has already been discounted.