Wei Mi Shanghai First Store: 138 Yuan To Subversion Luxury Image Performance Is Not Optimistic.

(Victoria'sSecret) (hereinafter referred to as "Wei Mi") is the underwear brand that has become popular around the world because of the "angel face, devil body" model underwear show. At last, it has come to China.

Recently, the brand was

Raffles square opens China's first store.

However, the unit price of 138 yuan is similar to that of Ordifen and 6ixty8ight, which are common in the domestic market.

138 yuan to subvert luxury impression

After being settled in Raffles square in Shanghai recently, the first store in China has not yet been widely publicizing, but there are still consumers queuing up.

To consumers' surprise, the low price of products completely subverted the luxury impression that some consumers left behind due to the lack of purchase, the tens of millions of dollars, and so on.

Reporters yesterday called the Shanghai Raffles square Victoria store was told that at present only a small amount of sales.

The products of body milk and fragrance are not sold underwear. The price of underwear is different from gorgeous series and comfortable series. The former price is 138 yuan, the latter is 280 yuan and 3 pieces.

Over the same period, the brand underwear products in Jingdong prices between 300-900 yuan, of which 400 yuan or so most products.

Most of the products are "offshore" and "Jingdong international". The price of products is higher than 600 yuan, some of which are priced at 1000-2000 yuan.

One of the third party suppliers, "international global commodity exchange", provided a set of diamond drill bra sets at a price of up to 1980 yuan and marked the original price of 4890 yuan.

The huge price difference even puzzles the identity of genuine brand.

Insiders pointed out that the number of non authorized Shanzhai stores in the mainland market has been increasing, making the brand begin to worry about its image in China.

Embarrassment of fake agency

Reporters found that the underwear store named "Wei Mi" was not the first time to appear in the Chinese market.

As of yesterday, the "Vitoria secret Beijing flagship store", which is located on Baidu map, is still located in the "secret store Beijing flagship store in the 6 floor of Wangfujing pedestrian street". In addition, Beijing intime department store opened the brand store in October 2013.

The price positioning at 2000 yuan is also the impression of the "agent" operation shop.

It is understood that since 2012, the Shanghai division investment management company sells "Wei Mi" products in China.

Its price is equivalent to 3-5 times the price of the brand in the United States.

This conflict originated in 2006, when Wei Mi sold a total of $5 million of merchandise to Shanghai Jintian clothing store.

In 2012, after taking over the products, wheat began selling at high prices in the high-end business circle, but in fact, it did not receive official authorization.

Since then, Victoria has prosecuted Shanghai Jintian and sentenced it to unfair competition.

In the US official website, the real price of underwear products is between $50-150, and the PINK series for student customers is sold at $twenty or thirty.

China's performance is not optimistic.

"Even if you come to China, this brand will not have a large number of consumers as quickly as UNIQLO and ZARA."

Yang Dayun, President of the excellent international fashion brand investment company, told the Beijing Commercial Daily reporter.

He believes that the "Wei" brand is still in the water trial stage in China, and the brand knows that it has no advantage in the Chinese underwear market. It can be seen from the current Hongkong and Shanghai stores that only sell underwear, perfume and accessories without selling underwear products.

Some analysts also say that as a brand of underwear, the product style and size are very important for Chinese consumers. The bra products may not be related to the localization strategy of the product line.

According to the statistics of excellent international fashion brand investment company, European women spend about 500 euros on underwear every year, while Chinese women spend an average of only 200 yuan per person underwear per year, and the number of women in two or three tier cities is lower.

Another report also shows that the market share of urban beauty, the first in the domestic underwear market, accounts for only 2.8% of the market compared to nearly 200 billion yuan.

Victoria's market share in the US is 19.1%.

"Wei is a very small consumer group in China. It's just young, highly educated white-collar women who are very sensitive to the international trend, but this is too thin for an overseas underwear brand."