The Strategy Will Affect The Chinese Market. There Are Now 40 Stores In China.

Vitoria's Victoria s Secret Secret has been implementing a closed shop strategy this year. Global Close 20 stores. Data show that as of September 1st, the first 7 months of fiscal year 2018, the company has closed 6 US secret stores and 1 Pink Canadian stores.

　　 According to the latest news, we will close some inefficient stores in China and North America. That is to say, the Chinese market, which has always been valued, is also difficult to escape the fate of closing stores. Underwear brand The rise of the market led to a further erosion of the market share.

　　 At present, although the market concentration of domestic underwear industry is relatively low, there are no obvious leading enterprises yet, but the development of underwear brands can not be ignored. At present, China has not only traditional lingerie brands such as urban beauty, Hui Jie shares, and Fang Li Fang, but also a number of rapidly rising niche brands. According to statistics from the statistics of Qing Tong capital, nearly 8 brands of underwear brands have been financed in recent one or two years, of which 4 have been financed this year.

Photo source: Tung Tung capital

It is worth noting that the online lingerie market, represented by Taobao Tmall, is also very active. At present, more than 30 original underwear brands have been hatched on the Taobao platform, and these original underwear brands can get market share by satisfying different consumers' personalized needs while subdividing the underwear market.

In addition to the above brands, the underwear industry has also ushered in a new entry. In March of this year, Fosun Group announced that it would hold 55 million euros (430 million yuan) to hold Wolford, a luxury underwear company in Austria. The brand will accelerate its entry into the Asian market with the help of Fosun international, especially China.

Some agencies predict that by 2019, the retail value of China's women's underwear market is expected to reach US $25 billion, which is two times that of the US market, and this figure will increase to 33 billion US dollars by 2020. Despite the huge potential of China's women's underwear market, there are many contenders. Not only does it need to compete with traditional underwear brands for market share, it also needs to face the competitive pressure brought by the rise of niche brands.

The latest data show that in the third quarter ended November 3rd, L Brands sales increased by 5.9% to $2 billion 770 million, operating profit fell 76.5% to $54 million 400 thousand, net loss was 42 million 800 thousand yuan, or 300 million yuan, compared with net profit of 86 million dollars in the same period last year. During the period, its sales fell 0.7% to 1 billion 530 million US dollars, down 2% from sales, and 89% to 14 million 200 thousand US dollars in operating profits. In the doldrums of performance, it is also a stop loss option to choose to close some inefficient stores in China and North America.

According to the WeChat public's "VictoriasSecret Vitoria secret", there are 40 stores in the Chinese market until now, 15 of which are all category shops, 25 cosmetics and accessories. shop 。