The Stagnant Warehouse Needs A Big Change, Not Just Selling Underwear.

In January last year, the Victoria sSecret, the famous underwear brand in the US, was first stationed in mainland China. In a low-key place in Shanghai, Raffles square opened only one "beauty" and "sSecret".

"Store", which also makes many customers feel very frustrated: why does a professional underwear brand do not sell underwear in China? This situation is exactly the same as the previously established store in Hongkong.

"Chinese women are different from American women, and it is not appropriate to directly sell underwear in the US market to Asia," said KhalidRouissi, executive director of ValiramGroup, the executive director of Hong Kong and Macau, an authorized agent in Malaysia. In 2013, some investors also thought that the sexy beauty of the underwear was not consistent with the needs of Chinese women. However, this view did not seem to hold water. At the very least, the purchase of luxury goods on the e-commerce platform is enough to show that Chinese women still love this brand.

What is more convincing is that it had previously been bought only by official shops authorized by the United States, Canada and the United Kingdom. However, not long ago, the official overseas flagship store was officially launched on Tmall, and Chinese customers could finally buy many kinds of commercial products including underwear.

In this sense, it is not the intention of the secret market to avoid the Chinese market. Nor is it the so-called style and size problem (at least the other European countries whose bodies are similar) can not be bought.

"The Chinese have already made millions of dollars worth of business.

We regard China as the second place, because there are opportunities equal to the US, "LesWexner, chief executive of LBrands, said in an interview that it took over at the beginning of the year, and said that the stagnant weir needed major changes, including the cancellation of the catalog mail order business and the departure from the swimwear market.

The road to expand the global market has always been cautious. In the millennium of international trade prosperity, the top executives of the Ministry of Commerce said they did not want to go out of the United States. This attitude did not change until 2010 when they opened their stores in Canada, and then entered the British market, and then adopted the agent system in other countries to launch the international map.

However, almost all dealers can only get the agents of derivative products such as beauty products and fragrances, including the only authorized shops in Hongkong and inland areas, which also prompt the purchase of cheap underwear on various domestic platforms.

"The Chinese have done it.

Millions of dollars worth of business...

We regard China as the second place, because there are opportunities equal to the US, "LesWexner, chief executive of LBrands, said in an interview that it took over at the beginning of the year, and said that the stagnant weir needed major changes, including the cancellation of the catalog mail order business and the departure from the swimwear market.

Here Wexner refers to millions of dollars of business not only including individual overseas purchasing, but also directly referring to the commercial lawsuit of a company in Shanghai in 2012.

The lawsuit was rooted in the fact that there was a backlog of inventory in 2006 and it was in urgent need of excessive digestion. At that time, a Shanghai clothing company named Kam Tian received a number of $5 million worth of private goods in its personal relationship. At first, the goods were pferred to Shanghai math investment management company because of the improper operation of Jintian. After that, math succeeded in opening the store to the high-end business district of the first tier city, but it completely violated the intention of the American local secret, which led to the consumer's perception of the brand's decline.

This initiative also triggered the attention of the headquarters of the Ministry of justice, and later, despite prosecution, it could only be identified as unfair competition and did not infringe on the exclusive right to use the registered trademark.

This misstep also led to the loss of brand characteristics in the Chinese market. At the same time, a large number of unauthorized cottage shops and other lingerie brands have repeatedly blocked the entry into China. Despite the popularity of its annual underwear show, the ratings dropped by 32% at 20th anniversary last year, the lowest in history.

In spite of this, he still won't let the Chinese lingerie market, which is two times more than the United States, and is expected to reach $25 billion, the biggest problem is probably not the loss of brand heat, but the strong competitors.

At the same time, the domestic anti-corruption policy has a strong impact on the local luxury goods market. Meanwhile, it has triggered the consumer's preference for high-end underwear market. Nowadays, overseas underwear brands like Italy LaPerla, Germany Triumph Ttiumph and so on are popular in China. At the same time, local underwear brands such as urban beauty are also beginning to threaten to enter the high-end market.

On the other hand, the prevalence of sports in recent years has also made women lose interest in sexy lingerie instead of being comfortable and relaxed in bralette or sports underwear.

This has also led to the influx of large numbers of brands. Besides the professional sports brand such as Adidas, underwear brands such as Hanes, Spanx and Aerie in the United States have begun to wear underwear, and even go to CalvinKlein to H&M.

And follow suit to get a slice of the market.

Despite the fact that in 2013, it also launched a series of sports that could be "sexy and athletic", but it did not achieve satisfactory results. The reason may be that it is difficult for consumers to get rid of their deep-rooted brand positioning.

From 13 years to now, consumers have searched for the popularity of three kinds of lingerie keywords on the Google. It can be found that the prevalence of sports craze has also made women more comfortable with no steel rings and comfortable bra without chest pads, while the traditional sexy lingerie which highlights the female's chest line has been relatively neglected. Photo source: GoogleTrends since 2013, consumers have searched for the heat of three kinds of female underwear keywords on the Google. It can be found that the prevalence of sports craze also makes women prefer the comfort bra without steel rings and without pads, while the traditional sexy underwear with prominent female chest lines is relatively cold.

"Underwear consumers like Bralette don't care much about quality and professionalism, which also reduces the threshold of clothing retailers," says Les. "You always worry that your competitors will run ahead of you, but sometimes you can't see them at all.

I wish we had acted two or three years ago. "

In order to deal with competitors, Wei deliberately cut off hundreds of millions of dollars worth of swimwear business, and launched a product line that caters to the tastes of consumers.

And this time, the entry of Tmall into the flagship store is also a matter of "fixing a sheep's back". Even though the huge market of Chinese women's underwear consumption has been entrenched with many competitors, fortunately, the oligarchic situation has not yet been formed, and the underwear brand that makes the general public feel fantasies is still worth buying from the annual market capacity of overseas purchasing of the secret goods.

According to the official information released by Wei, in April of this year, the company had bought back the business of Chinese agents, and planned to sell the flagship store in Shanghai on the whole in 2017. At the same time, it would also launch a Chinese website. So this time, the flagship store on Tmall might be designed to test the water electricity supplier market, and then use this drainage to drive the upcoming website.

On the other hand, as for the murderer of Wei, the 4 angels, Liu Wen, Ho Sui, Xi Mengyao and Ju Xiaowen boarded the show at the same time, and for the first time arranged angels to go out of their homes to promote the brand, and specially invited Chinese fashion bloggers to go to the show.