Wei Is "Out Of Favor". Both Show And Underwear Go Down The Altar.

At first, Xi Mengyao stumbled and fell under the watchful eyes of everyone, becoming one of the most classic negative textbooks in the model show. However, this does not seem to cause any real harm to her career. Instead, some netizens half joked and half predicted that this fall had fallen off the fate of Wei Ming.

To this day, there is a prophecy. In October 9th, there were about 50 layoffs in the headquarters of the Ministry of personnel. The number of layoffs accounted for 15% of the headquarters staff, including senior leadership. In addition, according to AI Media Consulting survey, the market share of the company in recent years has declined sharply from 31.7% in 2013 to 24% in 2018. In the same period, the share of sports and fast fashion brands in Nike, Adidas and Champion rose in the market.

However, it seems that it has long been aware of the local crisis and began to enter the Chinese market. In 2017, it was the high light moment in China. In February, it opened the first store in Shanghai. In July, it launched the Tmall international flagship store, and the first China show was held in November. As of July this year, there were 42 stores in mainland China.

Obviously, the pressure and anxiety that Wei is facing will gradually shift from the mainland to overseas. Just like the model marries into the rich and powerful, the "good man" is hard to find in the American market. Perhaps in their subconscious mind, the Chinese market is so large that the lucky rate will be higher.

Is this really the case?

　　 Xiu Xiu, underwear: go down the altar together.

Frankly speaking, what is the essence of the product? Is it underwear or show? Unfortunately, most people's first reaction is not the former.

Since the first underwear fashion show successfully held in New York in 1995, the era of underwear belonging to the "secret of Vitoria" has been prelude to this. In January 1999, the show was first broadcast on the official website in real time, more than 1 million hits in 30 minutes, and even resulted in paralysis of the network.

This is one of the best cases in the history of marketing. It has won the best marketing award of Barndweek Interactive Marketing Award. Since then, both fame and wealth have gained fame and wealth, both in terms of market position and brand influence.

Over the years, the importance of Wei's fashion show is evident, which reflects its inestimable importance to the brand itself. From a certain point of view, the fact that the outside world is bright is actually the ideal achievement of the show marketing.

Over the past 20 years, sex has been regarded as the first productive force, and it has been taking care of the needs of the audience.

As early as 2008, consumers were exposed to allergies in wearing underwear and brought the brand to court. In 2017, CCTV channel reported the first time column. The Shanghai entry-exit inspection and Quarantine Bureau concentrated on destroying a large number of imported garments, and the underpants and formaldehyde exceeded the standard. According to the latest opinion poll, the consumer satisfaction rating for the secret brand has reached a record low, with a score of only 30 under the percentage system standard, while the score of female consumers aged 18 to 49 dropped to 23.

It can be said that the myth of the achievement of Wei Mu does not belong to himself. In the show, the model is made to satisfy the audience.

But putting the cart before the horse and ignoring the consumer. As an underwear brand, consumption is sexy and the audience is reaped. This way of life is afraid that it is difficult to maintain the brand vitality, especially when the audience is tired of beauty and the retired gods of the show, when the net is red, the crisis begins to leak out.

In 2001, the peak of the number of people watching the show was about 12 million 400 thousand. In 2015, the ratings dropped by 30%, and the number of viewers dropped to 6 million 590 thousand. Then, the ratings continued to decline. In 2016, the CBS reached a record low in 2016, 32% lower than last year, and only 3 million 270 thousand in the 2018 show.

On the one hand, the quality of underwear is uneven, and the reputation of the brand is seriously declining. On the other hand, the freshness of the show marketing is getting weaker and the effect is frozen. In 2017, the sale of comparable stores decreased by 8%, showing the biggest decline in the 2012-2017 period. Last year, the parent company's share price fell by more than 40%. Today, in order to restore the declining trend and create special sex appeal, it has been satiried by many people as a "trick or treat".

Under double anxiety, we are committed to developing the Chinese market, which is, in private, like poor students transferring to schools and backward grades. The environment of teachers has never been the key.

　　 Late punishment

In fact, we can easily find that compared with Europe, the high-end brands in the United States are slower to enter the Chinese market. Ralph Lauren did not regain the right of agency in China in 2011; the cooperation between Coach and its agent group lasted until 2009; in 2015, Shanghai opened its own exclusive store, and the main product was not underwear.

There is no doubt that many years ago, the secret is now late in the face of the big consumer countries. The reason why we don't treat people first is reflected in China's underwear market structure.

According to the data of "China Textile Economic Information Network" at the end of 2016, the annual sales volume of China's underwear market is over 100 billion, and its annual growth rate is nearly 20%.

However, according to the report released by the China Industrial and Commercial Research Institute at the end of 2016, the brand concentration of Chinese women's underwear market is not high, the market share of the top ten brands in the lingerie market is around 46%, and the three most popular brands are admiring, Midea and Ann Lifang, and 80% of the top ten brands are domestic brands. AI Media Consulting survey shows that: China's underwear market, the share of domestic brands is as high as 40%.

In addition, China's underwear industry's production enterprises nearly 10000, mainly concentrated in the Pearl River Delta, Yangtze River Delta and other industrial gathering areas, has become one of the fastest growing areas of the global underwear industry.

Obviously, as a female product, underwear is different from lipstick and other cosmetics (the top ten of lipstick market are foreign brands), and underwear brand still has a high market share in her economy.

In addition to traditional brands, in the era of Internet marketing urges consumption economy, net red underwear brand is thrived. AI Media Consulting survey shows: under incomplete statistics, in 2018, the investment and financing amount of the new brand in China's underwear industry exceeded 200 million yuan.

Throughout China's underwear market, although the scale is expanding, the fierce drama of brand separation is also playing. It has been a long time since its arrival, and its brand word-of-mouth has deteriorated. Whether it can be turned around or not is directly asserted. It is certain that the attitude given by the domestic market will not be tolerated.

Why did Miss Wei miss China for many years? The reason for this is not worth considering. But it is undeniable that our market has been waiting for it.

Before that, many domestic companies obtained the right to sell products and sales through the way of purchasing inventory from the virgin parent company, and privately opened a low matching store, which made the brand image of China in the domestic market greatly reduced. In 2015, the company complained about trademark infringement and unfair competition of "Shanghai wheat company". It is reported that the company uses the logo in stores and other places, and claims to be the headquarters of China.

It is worth mentioning that the public announcement of the secret has never provided products to the company in the past 5 years and questioned its source of products. For a while, consumers complained about the fake products they bought, and at that time there was no official store in the domestic market.

Wei's hesitation has given the Shanzhai a chance to get a chance. Ultimately, it is not only consumers but also their own brand honor.

　　 Stubbornness under the weather

Almost a lot of brands have to meet a gloomy period of "acclimatized" after going to sea, such as New Look, Topshop, Forever 21 or even Costco.

According to CBNData's "lingerie consumption trend report", the consumption habits of personal clothing in China are significantly different from those in western countries, and per capita consumption is less than half of that in western countries. In the west, underwear consumption accounts for a large proportion of clothing consumption, generally reaching over 20%.

For example, France is 22%, the annual consumption of French women for underwear is about 1 billion 700 million euros, and British women spend 112 euros on underwear every year, while Chinese women spend only 5% of their clothing consumption.

Obviously, based on the large population, China's underwear consumption group is huge and expanding year by year. However, in view of per capita consumption power, this is somewhat different from the target positioning of Wei Ming. According to the underwear industry report released by AI media consulting, the target customers of Wei Ming are mainly targeted at high-end consumers, and the women who consume more than 500 yuan in underwear category consumption are positioned in the high-end crowd.

On the other hand, the main line of sexy is sexy, which is contradictory to the choice of most consumers. Earlier, in order to match the launch of the new underwear, a marketing campaign called "Body" was launched by Wei Ming to promote its perfect figure. The event was subsequently jointly issued by hundreds of female students in Britain to protest.

The analysis of Chinese women bra market shows that the trend of female underwear is obvious. Sports underwear, pregnant underwear, vest underwear and so on are well liked by consumers. Comfort and functional factors have become the main consideration for Contemporary Chinese women to buy underwear. In the eyes of fashion designers, underwear is particular about design technology, and there are specific requirements for the fit and shaping effect when it is worn. Under this standard, the design version of Wei is not in line with Asians.

The pursuit of comfort is not only reflected in the domestic market, but also the gradual increase of foreign sports underwear brands in the underwear market. The company has to acknowledge the change in the consumer side, because the girls' series "PINK" has been seen as the driving force for the growth of parent company L Brands.

It is a great honor to enter "Wei Wei" in the web search box, and search results are all the show and model angel. It has created and witnessed an era. Now that the era has come to an end, sex is no longer the only criterion for beauty. Perhaps it has been acknowledged that the big code model is a good proof.

No one wants to see the classic brand in the dark, but we have to refute that the root cause of the problem is never on the models. As Instagram user @ja5qer said, "this is very hypocritical. They do this just to save the company, rather than really think that it is necessary for these groups to express themselves.

Like a wrestling model in the show, he did not find the correct posture to stand up. So crawling forward, no matter where it is, the end result is difficult to complete.