After Being Cleaned By The Secret Show, The Profit Of The OEM Factory Behind It Has Plummeted Nearly 90%.

Without doubt,

Big show is still in your circle of friends.

After all, no one can resist walking hormones, fresh bodies and sky high bra.

In addition to the familiar supermodels, a group of net red with their own traffic has also made more people's eyes.

In addition, we should also praise the bold innovation of Wei.

Beginning in 1998, the wings appeared for the first time in the show except for clothing, and became a symbol of the exhibition.

And this year, the wings are upgrading again.

It can be seen that Wei is attracting Chinese fans in various ways: not only playing with the Chinese style, but also an early visit to the Chinese people.

Since the first fashion show was held at The Square Hotel in New York in 1995, it has lasted for 21 years.

Through the mass media and social media, the original underwear show is just becoming the cultural field of women's courage to show their charm.

But are consumers still willing to pay for sexy sex? This time, in this dream,

Under the sexy noise, we saw the embarrassment of Wei.

Because women's health awareness is increasing, and comfort sports fit.

Expectations are improving, and women's awareness of underwear is changing.

The emergence of more and more steel rings and sports underwear has also helped to occupy the market.

One of the most direct manifestations is that its parent company LBrands (NYSE:LB) has not been optimistic recently. In November 28th, the semi annual report issued by 2199.HK, the Chinese representative factory, was even more unexpected. Virginia's profit fell by nearly 90% in the past six months.

Sexy can't be saved.

"The underwear culture guided by the secret is to show its beautiful body bravely and to regard underwear as a fashion, a thing full of energy and enthusiasm."

Underwear business electricity oxygen App founder Xu Daini said.

The sexy culture advocated by Wei has existed for a long time, which has gained more eyeballs for the brand when it first entered the market.

It advocates that women need to express their sexuality bravely and show the perfect body.

But behind this, there are strict standards from the brand end to the consumer, and even educate women. There is no sweat for the good body and there is no shortcut.

At the same time, Xu Daini believes that the sexy sex advocated by Wei is relatively simple, and it must be thin and thin.

But for the definition of sexuality that young people are more familiar with nowadays, sexuality is pluralistic, not just to emphasize the fullness of the chest and the slender body.

This excessive pursuit of external sexy expression has gone deep into brand imprinting, and as the brand gradually grows old.

In the face of the escalation of consumption, the sexy sex appeal no longer has the sole appeal.

"The sexuality expressed by Wei is a relative tradition, even the product of the last generation of the United States."

A founder of underwear brand, who does not want to be named, commented on the sexuality expressed by Wei MI, which also represented some American consumers' views on Wei MI.

In the United States, the impact of emerging brands is actually there.

Victoria's main competitor, AmericanEagle's underwear brand Aerie, has announced no P advertising since 2014. It has achieved the marketing success with the concept of "real body" against the "perfect body", while Aerie's sales increased by 26% in the first quarter of this year.

AmericanEagle's underwear brand Aerie

Last April, the underwear brand LaneBryant launched the "I am not an angel" activity. Please come to AshleyGraham and other big code models to shoot advertisements, show the diversity of body, and express the women's pursuit of healthy and symmetrical figure, pointing to the obvious.

Underwear brand LaneBryant

The founder of a new stainless steel underwear brand in China has expressed her view. She thinks that the sex appeal is too much emphasis on showing off and showing off, and a group of consumers who are upgrading their consumption no longer care much about this sexy expression.

Relatively sexy, they are more concerned about comfort and pleasing themselves, underwear represents the expression of taste, the expression of social value.

The traditional products of Wei are mainly gathered and thick padded pads, but no steel rings and sports departments are popular.

The fast fashion and the quality sense of VIC are not attractive to consumers who have higher requirements for material and comfort.

In fact, Wei also felt the crisis.

From nearly two years' product manuals, there are many attempts to pform products.

Traditional underwear has not been sold, and no bra, light, comfortable, no steel ring bra style gradually appeared in the new variety of Wei.

For example, the first bra bralette series introduced in April this year is a comfortable underwear without steel rings.

"Consumer upgrades mainly focus on the analysis of which aspects of the audience market value the commodities most.

If it begins to embrace the younger generation's consumption values and create a diversified aesthetic perspective, it will do better. "

Xu Daini expressed the view of underwear platform for brand.

In an interview with the daily economic news, Ma Gang, an independent critic of shoes and clothing, said that there may be two structural characteristics in the underwear market in the future. The market concentration of the mass brands will be higher and higher. A large number of market shares will be divided by a few brands, while the brand market that favours small consumer groups will be more and more subdivided, and there will be some brands in the subdivision area to generate and grab some markets, thus forming a trend of cutting the market.

The crisis is that it is losing focus in the new generation of consumers and consumers with higher consumption power.

Why is it difficult for China to enter China?

In 2016, the debut of the "secret show" in Paris was called the four Chinese Supermodel of "China team". Liu Wen, Ho Sui, Ju Xiaowen and Xi Mengyao together with the global supermodel brought the annual visual feast to the global consumers.

Liu Wen's opening ceremony of the Chinese shawl and He Sui's two costumes have wings shape, are conveying this never formally entered China, but with China's inextricably linked.

Unlike some brands that are difficult to see in the local market and move to the Chinese market, the Chinese stage and the Chinese elements are not the first appearance of the stage, but its "China business" has never been realized.

Last January, when Wei entered the country, he opened a store selling beauty and accessories exclusively in Raffles square, Shanghai.

These distributors, such as the shops in the shops in Hongkong, can only sell beauty products, fragrances and other derivatives.

In April 2016, the company finally made an important step.

Subsequently, it was stationed in Tmall international by official overseas flagship store, and plans to sell the flagship store of all products in Shanghai in 2017, and will also launch a Chinese website.

Electricity supplier's test water, with the help of this drainage to drive the upcoming website operation, and gradually open direct flagship store's footsteps.

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There are inherent factors in the delay in entering the Chinese market. The strategy of its own globalization has always been cautious. In 2000, the top executives of the Ministry of Commerce in the United States clearly expressed their reluctance to go out of the US market. Only in 2010 did they change gradually, and entered the markets of Canada and England, and adopted the agent system in other countries.

LesWexner, chief executive of LBrands, said in an interview with BoF that "Wei has long regarded China as the second place, because it has the same opportunities as the United States."

At the beginning of this year, it formally took over the company, and said that the stagnant weir needed major changes, including the cancellation of the catalog mail order business and the departure from the bathing suit market.

At the same time, stationing in China has also gone through a series of twists and turns.

A commercial lawsuit between a company in Shanghai and a company 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 misstep has 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 underwear brands have repeatedly blocked the entry of China into the Chinese market. Although its annual underwear show has been sought after, the ratings dropped by 32% at 20th anniversary last year, the lowest in history.

"It is only a matter of time for Wei Min to enter the Chinese market, and it is a good thing for the visa to enter China.

The market needs 360 degree of encirclement education. In addition to watching shows on mobile phones, young women can experience the "flagship store". They will certainly change the traditional (or even missing) cognition of women, and more enthusiasm and excitement for underwear, and they will be more active in facing their bodies and building self-confidence.

As a vertical supplier of underwear sales in China, oxygen is optimistic about its presence in China.

China has built a certain brand sense of mystery for the Wei Ming, and the sexy brand mark has won popularity among the people.

China can gain some fans in the short term, but if it wants to break out in China, it may need to try to drive through sports underwear.

"But it will be very difficult, because all these years are driven by sexy brand. Suddenly it will be too challenging to be too much in another image."

The founder of an underwear described this.

It is also a secret.

According to the world clothing and shoe net, the total revenue of the parent company was nearly 2/3, while the same store sales decreased by 2% in the third quarter.

This data has predicted that the next year will be a difficult situation.

Meanwhile, earlier this year, the resignation of some executives and the continuous closure of product lines all showed a reduction in sales.

On the other side, Jeanne, the Chinese underwear manufacturer, released 2199.HK at the end of October, saying that the mid term profit would "drop significantly".

The semi annual report released in November 28th was even more unexpected. Virginia's profit plunged nearly 90% in the past six months.

Share prices have been affected.

Many people may not know that more than 80% of its products are from the Jinjiang plant. Thanks to its brand influence in the international market, Virginia has also been chased by the capital market. It was officially listed in Hongkong in October 8, 2015 and became the Star stock of the HKEx with the concept of "underwear".

According to the world clothing and shoe net, "the share price has doubled over the past two months, and has been developing rapidly in the doldrums of retail stocks."

Virginia listed at HK $5.80 offering price, the highest value of HK $13.26 in February this year.

But so far this year, Virginia shares have plummeted by 31.95%.

Virgin mid-term announcement for the six months ended September 30, 2016

In the 6 months ended September 30, 2016, virgin mid-term earnings were HK $23 million 244 thousand, a sharp decrease of nearly 89.3% compared with HK $217 million last year.

Among them, US customer orders fell 11.2% to HK $1 billion 380 million, and revenues from mainland China fell 42.3% to HK $163 million 400 thousand, compared with $282 million 900 thousand a year earlier.

The gross profit margin also decreased from HK $603 million in the first half of fiscal year 2016 to HK $402 million in the first half of fiscal 2017, and gross margin dropped 5.3 percentage points to 18.7%.

Virginia said that the decrease in revenue was mainly due to the decrease in revenue from the chest and other moulded products to HK $271 million, a decrease of 44.6% over the same period last year, mainly due to fewer orders from the brew cup customers than expected, resulting in a reduction in the sales of chest cups; and the one-off cooperation of basketball shoe upper, resulting in reduced sales of molded footwear upper.

Morgan Stanley also issued a report earlier, the target price of virgin Ni from HK $11 to HK $8, a drop of nearly 30%, the rating from "overweight" to "synchronized with the big market", mainly due to the 2017 quarter of the first half of the year, the performance of the order was worse than expected.

In the first half of the year, due to the reduction of orders in the first half of the year, the group's revenue declined and the fixed expenditure could not be reduced.

He said that the group net profit and gross profit margin plunged were only temporary. The demand for orders has gradually recovered in the second half of the year, and confidence in gross profit margin in the second half of this year can be improved.

It is gratifying to note that this is not the worst time of the encounter.

Statistics show that the overall sales volume of the company continued to push up after hitting the bottom in 2010.

Although it is still difficult to judge how long this trend will last, it does not stop the pace of opening new stores.

As a thriving brand in the last era, Wei Mei had already passed the peak period of its brand. It was criticized by some users and the media for its poor quality, pure marketing and high price. Next, it must be a very critical year for the company.

More interesting reports, please pay attention to the world clothing shoes and hats net.