After Losing The Sense Of Superiority, Is It Still Not Wei Ming?

Not long ago, two pieces of news about the secret of Vitoria (hereinafter referred to as "Wei Wei") were broken out, and once again, Wei Wei was pushed into the draught of public opinion. First, it broke the rules and signed the first big code model from Ali Tate-Cutler in the United Kingdom; then it was reported by the US media CNBC that the headquarters of the company cut 50 people in October 9th and 10, including junior staff and senior leadership. The number of layoffs accounted for 15% of the headquarters staff.

In July of this year, mantis finance wrote "who killed" the "secret show". It was said that the days of the secret were not good at the present stage. Now, is the continuous big move in "self saving" or "digging grave"?

　　 Wei is losing power and can only "change".

A brief review of the past two years of the encounter.

Last year, a persistent topic surrounding whether or not to use the denaturalization model was mentioned again. When the director of marketing and the "Godfather" called Ed Razek gave "no, I don't think we should invite them..." we are not the third kinds of love. We are their first love. " The answer annoyed everyone.

After that, it was attacked by consumers, media and competitors.

Further, the sales volume of the company has been in a difficult position. Since 2015, the potential of the monopoly market has been halted. In 2018, the market value of L Brands of the parent company was even more than half evaporated. In the second quarter of 2019, the sales of both the online and offline businesses fell by 9% and 6% respectively, and the share price of L Brands has fallen 34% this year.

As for the annual "big show", this year has also been declared closed, but in fact, this show has long been "brilliant no longer". In 2014, the number of viewers in the "Wei Ming show" was still 9 million 290 thousand. In 2015, it dropped by 30% to 6 million 590 thousand, only 3 million 300 thousand in 2018.

Then in July of this year, Jeffrey Epstein, personal finance manager of Les Wexner, owner of L Brands, was arrested and arrested on suspicion of sexual assault and abduction and sale of minors. She also had sexual harassment on many models on the grounds of model selection, which made the word "reputation" again frustrated.

Add Aerie, Lane Bryant and so on a crowd of competitors' "stir up fire".

These reasons made it difficult for the company to change. Since the end of last year, the personnel changes of the company have not stopped. First, when CEO Jan Singer suddenly left, in August this year, Ed Razek, who created the "myths myth", also announced its departure. In addition, the latest news showed that April Holt, CEO of L business in the L Brands underwear department for more than 16 years, will leave the company soon.

After that, the top executives of the Ministry of Commerce came to the big round of exchange transfusion, and the succession of meritorious men seemed to take away the last "insistence" of Wei.

Especially after Ed Razek left office 2 months later, it signed their first big code model. It can be speculated that "the difference between accepting big codes and denatured models is the key reason leading to the final departure of Ed Razek".

In the words of Wei himself, this is "out of brand image renewal". On the other hand, this is not a compromise between "market" and "political correctness".

　 Returning to "political correctness" may be undesirable on both sides.

In the meantime, whether or not it can "make a comeback" needs to see whether the market will accept its changes. However, from past historical experience, maybe it is something that both sides are not pleased with.

Over the years, Wei MI has already jumped out of the "niche" circle, and the brands and products are popular. For instance, before 2015, Wei once occupied more than 40% of the North American underwear market. Only at the spiritual level, Wei Mi still represented the elitist ideology of "minority", just like the fact that Wei MI has been criticized for the fact that "sexy is not related to ordinary people".

However, with the addition of big code models, it can be seen as a thorough showdown of the secrets, even the last remaining "minority".

The brand has changed its audience to cater to the market based on its own situation. Many brands have tried it, especially for the purpose of Wei Ming. At this stage, it can be said that it is at the most difficult time. As a bystanders, it is perhaps inevitable that the trend towards "tolerance" may be inevitable. The problem is that the users will think so.

Looking over the past, there are many cases in which the "halfway" problem is frequent. For example, as we all know, "LV", around 2012, the number of LV shops in the world has increased significantly, and dozens of new shops have been established in China alone. However, this rapid expansion has brought LV a problem of "brand popularization" crisis.

Before, in the minds of ordinary consumers, LV is "unattainable", and tens of thousands of packages can be "prohibitive". After the LV expansion, a large number of middle and low end basic funds are consumed, which makes LV gradually lose its sense of mystery, and is abandoned by many high-end consumers who pursue "things are scarce and expensive".

In the meantime, when the European debt crisis spread, LV valued the Chinese market more, and even went to the two or three tier cities to increase sales. But contrary to expectations, LV's close relatives did not bring him corresponding returns. In the first quarter of 2013, the first quarter sales of LVMH leather goods department increased by 0.4% compared to the same period last year, which was 2 billion 380 million euros, the lowest growth rate of the Department since the financial crisis in 2008.

In 2013, Bernard Arnott realized the brand crisis and decided to suspend the opening of new stores, reshape the high-end brand image strategy, and reduce the customer group to a smaller number of wealthy people.

This process is full of hardships. It can be said that LV has not been able to climb the height of Hermes until today, but the brand background of LV and China's huge consumer market still make it move forward steadily.

Look again, it may not be so lucky. After losing the tonal nature, it will also see the loss of the old wave users. After all, there are still Aubade brands available in the market. Will "mass market" surprise the company?

You know, in the US, the "body" and the "economy" are inversely proportional. It is still a problem for the "big code" users to have the ability to consume the secret. Besides, unlike LV, the hugs are not long enough for the Chinese market, and the lack of a large enough new market will be the biggest problem in the transformation.

　　 Is "Wei" or "Wei Ming" after losing the sense of superiority?

The reason why Wei became a "secret" is closely related to the "story" in the past "beauty".

Why are these "stories" not easy to use now, or is it too hard for the audience?

Some people say that the aesthetic standards have changed, which are just making excuses for "political correctness". Not being accepted by the public, there is no need to cater for it.

It is undeniable that the success before Wei Ming once made many people who did not care about the industry believe that there are only two kinds of underwear brands, one is "Wei Wei" and the other is "other brands". But is Wei Wei or Wei Ming when it becomes "inclusive"?

From the point of view of the secret operation, it seems that the failure in recent years has been attributed to "further expansion of the market" or "failure to cater to the new market taste".

It is not a year or two after being attacked by public opinion, but why can we still get more than 40% of the market share? On the one hand, it is really because of the past two years' own problems, such as the above mentioned things that should not be said or should not be done. Actually

Of course, more problems still lie in products, which do not realize that instead of changing audiences, Wei is "disappointed" with "Wei".

Last year's secret show was ridiculed in the country as "fuanna's home textile show". With the commentary of the people concerned, it is "local flavor printing + fluorescence, which model can not save the secret."

Look around, the big wave underwear brand is eyeing, many of which are like c.gilson, Christie Nicole and so on. The brand is also high-end and sexy. Why hasn't it been affected?

Therefore, the "tone" is not the key. Instead, it is the reason why "Wei Wei" is "Wei Wei". Now, it is destroying it personally, and it also destroys the sense of superiority of the users.

As for losing the sense of superiority, is it still not Wei? The answer to the question may be announced soon. We can wait and see.