The Disappearance Of Vimy Has Finally Made A New Move Recently

The disappearance of Vimy has finally made a new move recently.

In an interview with the New York Times recently, Victoria's Secret chief executive, Martin waters, said that the show might officially return in 2022, but in a different form.

Without Angel supermodel, without wings and other classic elements, can it be called a Vimy show?

Not only that, Weimi also officially announced seven new spokesmen, forming "vs collective". Among them are Bollywood actress piaka Chopra, British oversize model Paloma elses, Brazilian transsexual model Valentina Sampaio, and Chinese Female Freestyle skier Gu ailing.

These spokesmen are not the spokesmen in the traditional sense. They will not only appear in the brand advertising and social media accounts of Weimi, but also provide development suggestions for the brand in turn, so as to help the next development of Weimi.

These are seen by the outside world as a sign that the crisis stricken Vimy is going to stand up again. In the first quarter of this year, Weimi's financial report data was also very gratifying, with sales up 73.9% year-on-year, reaching 1.554 billion US dollars, accounting for more than half of the parent company's total revenue. Compared with that in 2019, the sales volume of vimecobe increased by 9%, and the operation of * * increased by US $245 million compared with that of the previous year.

These performances have enabled it to successfully escape the situation of being sold, and even will be listed independently in August. At present, l brands, the parent company of Vimy, has submitted an application to the US Securities and Exchange Commission.

Weimi, which has made a dash for listing, is in full momentum, but the market may not be as Weimi thinks. The market has changed and competitors emerge in endlessly. What else does "sexy" Vimy have in addition to traffic?

This VIMI, not bivimi

In fact, the development of Vimy in recent years has been ups and downs, falling into a trough, and returning again. Being able to pull itself back from the brink of bankruptcy has something to do with its top-down adjustment in recent years.

On the day of the announcement of the "vs collective" project, l brands group, the parent company of Vimy, also announced the new composition of its board of directors: six of the seven board seats are women. Previously, Vimy was questioned by investors because of the small proportion of female executives in the company.

Although the main consumer of underwear is women, it has a male aesthetic tendency since its appearance. This move of Weimi is also the embodiment of the change of brand direction: return the right of "decision" to women, and change the marketing route of Weimi from the perspective of women.

Although in the eyes of the public, Vimy is synonymous with sexuality. However, in order to cater to the female consumer market and the rise of female consciousness, Weimi has made an "anti - Weimi" operation and redefined "sexy".

In addition to changing the global spokesperson to seven interdisciplinary women, Yang Mi was also announced as the spokesperson of Asian brands last year, and Zhou Dongyu and he Sui were the spokesmen of Greater China. In addition to he Sui, the other two are totally different from the virgin angel and slightly different from the narrow sense of sexuality.

In June this year, Weimi launched a new advertising film "be yourself, support you" in the Chinese market. There are not only spokesmen Yang Mi and he Sui, but also Yang Tiantian, Chen man and Zhao Xiaotang. Especially after Yang Tiantian was publicized by the government, it caused a heated discussion among the public. However, Yang Tiantian's current staffing really meets the requirements of Weimi brand image transformation, and the significance of sexuality is more than one.

In the 618 underwear list of 2021, the top brands of umbras, banana interior, and interior and exterior are all comfortable underwear. Today's consumer demand for comfort has surpassed sexuality. In order to recapture its former market, Weimi has also launched rimless underwear, which has been sold in Weimi tmall flagship stores.

Vimy is using all kinds of actions to show that "this VIM, not bivimi" is sexy.

Only 15 shopping mall stores

The huge scale of China's market makes Weimi attach great importance to it.

China's underwear market has reached 495.1 billion yuan in 2020, including women's underwear, men's underwear, children's underwear and sports underwear, which is expected to increase to 537.3 billion yuan in 2021. Among them, the market scale of women's underwear will reach 186.7 billion yuan in 2020, accounting for 27.7% of the total market, and is expected to reach 1986.6 billion yuan this year.

However, at present, the market concentration is low and the number of brands is large. There are not only traditional underwear brands such as city beauty and adoration, but also various emerging brands, such as inside and outside, jiaonei, etc.

In terms of channel layout, underwear brands mostly adopt the mode of "Online + offline". According to Yingshang big data, 436 women's underwear brands have opened stores in shopping centers with an area of more than 50000 square meters in 81 cities. Among them, manifen has the largest number of stores, with 330 stores in China, and amo ranks second, followed by urban beauty, an Lifang and mybody. There are 89 stores inside and outside, ranking 15, 13 in ubras and 1 in jiaonei.

As of the first quarter of this year, Weimi has settled in 15 shopping centers, all of which are direct stores. Nearly half of the stores are concentrated in East China. But most of the women's underwear brand offline layout center is also in East China.

The number of Weimi stores in the domestic market is not dominant, or even relatively small. In terms of commodity layout, the proportion of underwear in each store is also polarized. Take Shanghai as an example, there is only one shop in Libao Plaza, which mainly sells underwear. However, the underwear in other shopping centers only accounts for a small part. Perfume and cosmetics are the main commodities.

Moreover, Weimi brand positioning for high-end underwear, if you want to go high-end positioning, offline store layout is sure to be a high-end shopping center. According to the sales ranking of shopping centers in 2019, Weimi, the top 50 shopping malls, has only 5, while it has more than 60 stores in China, with less than 10% of its high-end shopping centers.

Vimy has a lot to do

Weimi's brand image adjustment is indeed in line with the rising trend of women's consciousness. However, in addition to the influence of brand image on its development, the quality of underwear products has been criticized by consumers. In the past few years, quality problems have been repeatedly exposed. Underwear as a personal clothing, the quality is not qualified for the brand is taboo. Moreover, the price of Weimi products is somewhat high, and the price does not match the quality. The neutral price of similar products is relatively low.

In addition, there are comments on the poor service attitude of Weimi offline stores on each platform. In offline sales, consumers value experience, not only product experience, but also brand service experience.

When the women's underwear industry was still in the Red Sea, Vimy seized the opportunity to come back. Its return is to add a strong player to the underwear track, but the market is no longer the previous situation, the initiative of consumption has changed, and the glorious era of Weimi has passed.

Weimi has a lot to do, not only to reshape the brand image, but also to adapt to the current market, but more important is to learn to be down-to-earth.