Review The Rise And Fall Of 2018 Underwear Brands

Two thousand and eighteen As the year goes by, the underwear industry has experienced ups and downs. With the development of society and the improvement of people's living standard, the demand for underwear has become more and more diversified. Today we will follow the Chinese clothing net to understand. Two thousand and eighteen Several major underwear brands surged in recent years.

The decline of Wei

In 2018, it should be a more difficult year for the company. Since the beginning of the year, the overall performance of the company has been declining. In order to find new growth points, China has seen new business opportunities in the Chinese women's underwear market worth more than 20 billion euros in recent years. And in recent years, the company has also made a series of moves to the Chinese market. In recent years, the Chinese model and the Chinese wind unit have been continuously invited by the Wei Mei Xiu, and the Chinese market has gradually been concerned about this sexy angel.

In 2018, it did expand a lot in the Chinese market, but the effect was not very satisfactory. In Beijing, Hongkong and other places opened shop, but also let Wei gradually enter the Chinese market. But the huge growth in the Chinese market also does not affect the decline in sales. In the two quarter earnings conference, the Stuart Burgdoerfer, the group's chief financial officer, announced that it would close 20 stores in the current fiscal year, especially for the sluggish entity business, which began its implementation in 2018.

At the same time, in the annual exhibition of Wei Mei, as a concentrated display of sexy brand sexy marketing, Wei Mei Da Xiu can still create topics. However, the popularity of the secret show is far worse than before. The appearance of the cheapest underwear in history has been ridiculed by many netizens: "if I am afraid there is no money, I can not afford to play the big show." Although ridicule, but the decline in revenue is an indisputable fact.

In the face of bottlenecks in traditional retailing, another breakthrough may come from online. Although the same store sales in November continued to decline by 6%, online retail sales increased by 2%. At the same time, it is also carrying out a series of measures to try to find a new turning point, pick up the lost swimsuit business, join the "stamp Queen" Mary Katrantzou to launch a joint name, and sell its brand to change the embarrassing performance. Although many efforts have not made a further rise in performance, however, after many attempts, it is not clear that it will find its own strategy. In the future, where will the sexy angel go? It depends on whether 19 years of real estate can be combined with the consumer market.

Wacoal's strategic turn

As a Japanese lingerie and textile giant, Wacoal's 2019 was also a constant attempt. Wacoal, a traditional underwear company. Wacoal (Holdings Corp) stay In September, it announced that it has agreed to reach a comprehensive business partnership with Descente Ltd, the Japanese spanlation company, which is called "Desanto" (hereinafter referred to as "Descente"), including design, distribution, and the creation of new brands and businesses. Wacoal and Descente will consider creating new brands in the field of sports and leisure combined with function and fashion, and jointly develop high-performance clothing. The two sides will also take advantage of their technological advantages to develop tight fitting sportswear and bathing suits.

In recent years, the good life has also promoted more and more women to go to the sports venues, and the sports underwear and sports pants have become a hot industry. For the brand that Wacoal has gone through for 70 years, sports and leisure products as the focus of the next effort is not only to save the stalled performance, but also to better create a healthy and younger image and make it another main driving force for future market growth.

The internationalization of urban beauty

Looking back in 2018, compared with the situation of declining performance, falling stocks, cutting down brands, closing stores, and so on, China's "beauty" urban beauty can be said that the development is very successful. Urban beauty has always been the leading brand of China's underwear brand. A series of initiatives in 2018 let us once again see the ambition of this underwear brand.

At the beginning of the 2018, the urban beauty moved between the major capital giants and the Internet brands: first, in January, jointly with vip.com, the first stop of the fashion beauty trip was jointly launched at vip.com headquarters; then, in February, it established a partnership fund with Jingdong's wholly owned subsidiary Jingdong century. The city beauty said it plans to carry out close garment industry mergers and acquisitions and resource integration through the industrial fund with a scale of 1 billion yuan, further expand the visibility and footprint of the group in the global industry, and expand the source of income;

In the following April, urban beauty released its 2017 financial year report and announced that its wholly owned Tianjin city beauty and Shanghai kappa Kappa established a joint venture to produce and sell men's body clothing and women's sports underwear in China. And also announced in the same month, the company entered into a subscription agreement with Jingdong, Tencent, vip.com holdings and wholly owned Affiliated Companies of China Rui holdings. After the completion of the subscription, the city beauty became a rare company with several star capital and Internet giant stake in China. At the different stages of growth, it was awarded shares such as today's capital, Fosun international, Jingdong, Tencent, vip.com and China Rui holdings.

Obviously, the urban beauty is expanding in the next big chess game, and the next move can make people wonder whether everything that the city beauty has done before is seeking support for internationalization.

At the end of May last year, under the joint testimony of more than 350 representatives of Chinese and French entrepreneurs, the city beauty signed a letter of intent with the French Emeline Duval, the French designer of cross border design and Nathalie Sokierka, at the celebration Hall of Paris city hall. The French designers who signed with the urban beauty have worked with international brands such as Hermes, Louis Weedon, Dior and so on. They will jointly design several commercial and public relations styles for the urban beauties in the following time, and the new products will be listed this year.

International designers are signed on product design, and strategic layout will never lag behind. July City beauty announced that Sharen Jester Turney has been appointed as the group's chief strategy officer and has been effective since July 1, 2018. The main responsibilities of Turney are to give advice on strategic planning and implementation, enhancing brand image, product planning and introducing designers, overseas acquisitions and retail operations. It is reported that Sharen Jester Turney before joining the urban beauty, at 2000 - In 2006, he worked as chief executive officer at 2006. - Served in 2016 years taylor swift President and CEO, help taylor swift The revenue increased from $4 billion 500 million to $7 billion.

Then, in early August, the city beauty announced that it had worked for more than 42 years as a Japanese lingerie brand Wacoal and served as Minister of Wacoal research and development. Tang Teng was appointed chief technology officer of the city beauty in August 1, 2018. The term of service is three years. Tang Qianteng is an expert in R & D and commodity planning. During the period from 1976 to 2018, she obtained eighty patents, and also won many Japanese patent awards and excellent design awards.

After the appointment of former executives of the two international underwear giants of Wacoal and Wacoal, the ambitions of urban beauty can be seen.

In November 16th last year, the first shopping mall of city beauty entered the Imperial Court Square in downtown Shenzhen. The store, which is designed and operated by CEO, is more fashionable than ever. Not only the sign changed to the English name of the city beauty "Cosmo Lady", the shop design is more modern and succinct; the goods match with the demand of the consumption scene, such as dating, sports, work and so on, and the display of goods is placed in five functional areas according to fashion, sex, foundation, function and beauty accessories. The opening of the shop has aroused wide attention in all industries, because it is quite different from the past. Of course, some people have suggested that urban beauty can not be changed by changing the soup. Brand change More fashion , but Let people Expect more of its possibilities. 。

In the past year, the performance and share price of urban beauty have shown a positive situation, indicating that the success of this move may be only a matter of time. Some analysts said that if the future of China's mainland to rise a brand that is closely related to Wei, then it may be urban beauty.

The selling way of the South Pole

The brand of the South Pole established in 1997 is a household name in the Chinese market. In the Chinese market, the Antarctic represents the long-term vision of the older generation of traditional enterprises. In 2008, the South Pole followed the development of the Internet and opened the road of spanformation. The production and marketing segments were totally cut off, and all the factories that had been operating for more than ten years were sold. Concentrating on the Antarctic electricity supplier, the Antarctic people no longer make their own production since then. They only concentrate on brand building, provide value-added services, and embark on the business mode of brand authorization.

In recent years, in the electricity supplier industry, the Antarctic people are still mixed up in the wind and water. For many years, the Antarctic people have become the first category and the first sales volume in Tmall double eleven. After the double eleven this year, the Antarctic people have achieved good results as usual, but a piece of news from the Southern Weekend reveals the true colors of the South Pole. The Antarctic electricity supplier "does not produce, only sells the tag, does not have the quality control". And the southern people always rush sales, but they often get on the black list in terms of quality.

In view of brand authorization matters, the Antarctic electricity supplier insider said: "this belongs to the explanation is wrong, because this is a very normal pattern." And when asked whether the South Pole adopted the model of "not responsible for production, only responsible for selling tag", it only replied, "this is a specific announcement of our related announcement, and our model is illustrated in the annual bulletin." The industry believes that the Antarctic electricity supplier choose what kind of business mode is their freedom, the lifeline of enterprises - product quality is more worthy of consumer attention.

The strategy of the Antarctic has been widely recognized in the Chinese market, and the product is the essence of its brand. It is also unknown whether the pursuit of sales volume may consume the influence of its brand.

The market of underwear is booming.

In 2018, many underwear brands at home and abroad made some actions in order to adapt to the market more. For local brands, they may have a better understanding of the needs of the Chinese market, and thus be able to make further progress through the rapid development of the Chinese market. But for the brand, the product is still fundamental. If there is better product, it can help it develop further and further in the market.

For foreign underwear brands, it is more important to understand the consumer market if they want to find a place in the Chinese market. To develop new growth in the Chinese market, we need to have an in-depth understanding of the needs of China's vast market and properly cater to the market so as to achieve better results in the market. Author: Li Yuanyuan