Urban Beauty Is Difficult To Break Even When Its Share Price Is Low.

In recent years, the development of underwear brand "city beauty", known as "China's Secret", is very sad. From tens of billions of underwear giants to big price diving, city beauty tells us that there is no permanent general on the market, and enterprises will be eliminated if they do not keep pace with the development of the times.

Today, urban beauty shares have once again set a new record low, expanding to 9% in the afternoon and 0.6 HK dollars in the afternoon. The urban beauty has dropped by 41.82% since the beginning of this year.

The rapid expansion of franchised stores has led to a serious backlog of stock and brand positioning no longer attracting consumers. This is the biggest problem faced by urban beauty in recent years.

Recently, the Chinese Commercial Daily reporter found that the city beauty Tmall flagship store is vigorously promoting sales, and on the basis of the commodity itself, there are two superimposed 20 percent off, three, 30 percent off discount. At the same time, the store has a clearance of 199 yuan or 100 yuan.

City beauty Tmall flagship store customer service staff told reporters that the intensity of the brand discount is greater, the consumer orders and customer unit prices have been improved. In addition, the reporter noted that many of the city beauty shop outlets also "6. 18" activities vigorously clearance, some goods 2 fold up.

According to the external sources of the city beauty, in view of the inventories introduced in 2017 and before, the management plans to sell prices to the developing countries in Southeast Asia on the basis of the weight of the inventory (about 95% off) in 2020, and to make full provision.

In view of the inventory launched in 2018, urban beauty will provide more than the average discount level in 2019 for sale on discount sale outlets and discount electronic business platforms, and the average discount level in 2020 may exceed 65% off.

The accumulation of stock has a great impact on the brand transformation. In order to reduce the stock pressure, the urban beauty has to attract consumers to buy with ultra-low discount. Although a large number of promotional discount activities will damage the value of the brand, the urban beauty will face more difficult situations if they do not give up.

Like the same as Wei Ming, the beauty of the city has also been a sexy style, representing the concept of sexy from the spokesperson, product design and so on. However, in recent years, consumer demand has changed, and the underwear without steel ring is becoming more popular. People prefer the comfort of underwear products. Contrary to the wishes of consumers, no brand will benefit, and so do urban beauties.

In order to get out of the predicament, urban beauty has also taken a number of self rescue measures in recent years, such as the newly hired actress Guan Xiaotong as spokesperson, laying out the young market, taking off the "sexy coat", engaging Boston consulting company as the group consultant, improving the brand development direction, opening the shopping center store with "family concept" as the theme, and opening the seventh generation of personal clothing doors with a new image. Store, etc.

Guo Haiyan, an analyst with CICC, believes that the transformation of urban beauty is correct, but the effect is limited. Most of the current urban self rescue measures are making up for the backwardness of the past few years, not breaking through the future. After breaking arm is the curtain down or new, and see whether urban beauty can catch consumers' love again.