Expose The Secret That Vitoria Can Not Say

< p > for the "Victoria s Secret" with annual sales of 6 billion US dollars, it is a ridiculous secret to hand over the Chinese market for 5 million dollars.

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On the eve of the Spring Festival in 2014, P is quietly opening a new shop in the upgraded city of Shanghai. The door is hung with the sign "< a href=" http://www.91se91.com/ "Vitoria's Secret /a" (Victoria "s Secret").

In the public comment, many people's first reaction is surprise. This brand that has been bought many times has finally entered China.

However, when people enter the shop excitedly, they find that everything is completely different from what they imagined.

Although pink and black are used as the main colors, the overall store design is not a dazzling sensation, and even a cheap film frame from IKEA nearby.

But the price of almost everything in the shop is 3 to 5 times the price of the brand in North America. An underwear priced at around 50 dollars is priced at over 2000 yuan (6.1185, -0.0097, -0.16%) in this shop, and even 480 yuan for a pair of underwear.

"Compared to the price of foreign countries, the words" people are stupid and money come faster "in their minds immediately.

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"P > more farce means that Tammy Brands Myers, a spokeswoman for Limited Brands of Vitoria's Secret parent company, said in an e-mail statement to the reporter that the store in China is not from the official authorization of the brand, and he repeatedly stressed that at present, there is no official authorized store in Hongkong except for the secret of Vitoria.

But if you choose Google at random, you will see that in the past few years, Vitoria's secret stores have opened in Beijing's Yintai square, Shenzhen and even Taiyuan's high-end shopping centers. Some of the store's opening ceremony also invited stars and models to help, and there were not many media coverage.

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< p > these stores are opened by a franchisee named Shanghai wheat investment management company, and the head of the Division said to reporters that they are the general agent of Vitoria's Secret in China.

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< p > in fact, the secret between Vitoria and wheat has been fought for 2 years.

This is the twists and turns of an international brand entering the Chinese market.

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< p > the reason is that in 2006, Vitoria's Secret encountered difficulties in operation, with a total backlog of US $150 million.

To clean up the inventory, they authorized the US AFB company to sell in 90 countries, including China.

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< p > in 2007, a boss who was a hardware manufacturer successfully obtained a batch of products worth $5 million from AFB through personal relations in the name of Shanghai Jintian a target= "_blank" href= "http://www.91se91.com/" > dress < /a >. The move also received the secret permission from Vitoria.

Due to the lack of retail experience in Kam Tin, they first sold these underwear to department stores in the two or three tier cities, and soon they could not manage them. Until 2012, when they were taken over by the wheat company, the international brand was able to open a decent store in the high-grade business circles of Shanghai and Beijing.

The company has owned many overseas fashion brands in China, including Ash.

According to Ning Ning, director of marketing department of wheat division, AFB and Jintian have no specific time limit for sale rights contracts.

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< p > but the act of opening shop without authorization has attracted the attention of Vitoria.

According to the judgment of the first instance of the second intermediate people's Court of Shanghai in April 2013, Jintian was sentenced to unfair competition, but it did not constitute a right to exclusive use of registered trademarks.

"We have put in so many goods. I can't think of any other way to sell them except shop."

Ren Ningning said.

In the near future, Max will re prosecute the secret of Vitoria and defend himself.

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< p > "dealers are divided into two situations: if they are authorized or not, if they are not authorized to publicize themselves as franchisees or distributors, they are false propaganda, which is too common in China.

However, we can see that there are some problems in the management of Vitoria's secret channels.

You Yunting, an intellectual property lawyer of Shanghai Da Bang law firm, told the first financial weekly.

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< p > of course, ordinary consumers can not see the complicated entanglement of ownership behind a store.

People just think this is very different from the secret of Vitoria in impression.

In fact, from the moment that Limited Brands signed the sales order of $5 million in 2007 with Kam Tin, the secret of Vitoria in China has been out of control of the US headquarters.

For Vitoria's secret, this is undoubtedly a major mistake in decision-making.

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The success of the brand before P is largely due to its unique marketing strategy.

Beginning in 2000, the French "a" target= "_blank" href= "http://www.91se91.com/", the designer, /a, Alexandre De Betak, started making fashion show for Dior, Michael Kors and other luxury products. The annual fashion show for this lingerie brand is huge. This is both a hot supermodel, and the most popular singer of the year, which is comparable to a variety show with great stars.

Since 2001, this annual show has been broadcast live on the US TV channel ABC, and now it has become one of the most watched programs in the United States.

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< p > this show has not only made many models popular, but also made Vitoria's secret a dream, fashion and sexy trademark.

As the brand describes on the website, it provides women with a lifestyle that is sexy, meaningful and Sexy sophisticated (and forever young).

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What's more attractive than p is its approachable prices and frequent discounts.

In the market positioning, Vitoria's Secret always adheres to the middle class women.

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< p > its underwear products have many styles, and they are divided into nearly 10 series according to their styles and functions. The price ranges from 20 US dollars to 75 dollars.

In order to nurture young consumers, it launched a cheaper and lovable PINK series for college girls. Students can even offer discounts when they check out.

If customers use exclusive membership cards, they can always get various discounts and gifts.

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< p > this product strategy enables Vitoria's secret to have thousands of stores in the North American market, which are spread all over the large shopping centers.

Whenever Christmas breaks season, many female customers in downtown streets carry huge pink Vitoria's Secret shopping bags.

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In 2012, Vitoria's secret sales exceeded $6 billion and its operating profit amounted to US $1 billion.

On the basis of underwear, the secret of Vitoria has also developed such series as cosmetics, skincare products, accessories, < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a" and other derivatives.

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< p > however, the success of the North American market has made the company never interested in the international market.

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< p > at its board meeting in 2000, its management announced that it had decided not to go anywhere in the us except that it decided to open a store in Canada in 2010, and then opened 3 Direct stores in the UK, only 2 years later it began to expand its dealership in other international markets.

But it decided to empower underwear and derivatives entirely to distributors.

In addition to the Middle East market, no dealer now has the authorization of underwear products.

For example, luxury goods agent Valiram Group currently sells cosmetics and accessories in some stores in Malaysia and Hongkong, China, as well as some discount underwear products.

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"P" is a disappointment for consumers in Asia. After all, underwear is the core product of Vitoria's secret.

In 2013, Khalid Rouissi, executive director of Valiram Group in Hongkong and Macao, said in an interview with reporters that this is due to the size of underwear.

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< p > "the shape of Chinese women and American women is different. It is not appropriate to sell underwear products in the US market to Asia directly."

Rouissi said.

However, on Taobao, people's enthusiasm for the secret purchase of Vitoria makes this reason somewhat far fetched.

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"P", and the company has acquired extremely scarce underwear products outside the North American market. They believe that even if they want to make a free choice, they will be willing to buy, not to spend too much time on store design and marketing.

They opened up almost immediately, hoping to use this golden signboard as early as possible to make profits.

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< p > apart from the city of beauty, according to Ren Ningning, in 2014, Chongqing, Changsha, Chengdu, Wuhan, Xiamen and other places will have franchisees to open Vitoria's secret store.

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Less than P, the biggest demand for the franchisees in these areas is not their experience in fashion brand operation. Instead, they have to acquire more than 300 square meters of shops in the city's first tier business circle, so many franchisees come from the real estate industry.

In addition, within a certain area, they can also choose to store stores anywhere.

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< p >, which led to the uneven experience of these franchised stores.

In addition to the price which is totally beyond the reasonable scope, China's stores can not get the latest and best products because of the restriction of goods supply, and the display standards are not uniform.

Many franchisees even in the car show, night club under the banner of Vitoria's secret, so that models wearing underwear show.

By contrast, Vitoria's secret store opened by Valiram Group in Hongkong is much better.

Like the shops in the United States, the design of 4 stores in Hongkong came from the hand of designer Edwin Hofmann. Each store was placed with Victoria's Secret giant angel wings, and 298 yuan and 5 discount pants were popular.

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As the Limited Brands group gradually realized the importance of the Chinese market, they began to take remedial measures in the last two years, as the P group gradually realized the importance of the Chinese market.

According to the spokesman, in addition to taking legal measures to solve the licensing problem, the company expects to open the first secret cosmetics and accessories store in Vitoria by Valiram Group in mainland China in 2014.

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The secret of "P" Vitoria needs to take actions before more and more franchisees make the situation uncontrollable, and redress its reputation and image in China.

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