Vitoria'S Secret China'S First Store Doesn'T Sell Underwear.

The newly opened Victoria's beauty and accessories store is located on the first floor of Raffles Plaza, Shanghai. The shop is mainly pink and black, and sells only body milk, body spray and perfume products.

Although he did not sell underwear, he did not see the 298 yuan and 5 Pack discount briefs which were popular in Hongkong stores. However, there was no obstacle to the first day of business. Customers who heard the wind had a long queue in front of the store. Even the salesmen of the nearby skin care brand Kiehl's came curiously to ask "what is it selling?"

This beauty and accessories store will also open 4 stores in China, namely in Guangzhou, Tai Koo Hui, Guangzhou Tianhe square, Chengdu Taigu and Shenzhen Yitian Holiday Plaza.

All of the above stores were opened by a Malaysia agency named Valiram Group, and the Vitoria secret (Shanghai) trading company was established in the Shanghai free trade area.

Limited Brands, which has been publicly announced on the official website last year, will cooperate with the Asian luxury licensing retail group Valiram Group in the second half of 2014 to open the first store in the mainland of China.

Valiram Group had previously made cosmetics and accessories in Malaysia, and some discount underwear products.

In 2013, Valiram Group also opened the same three secret cosmetology and accessories store in Hongkong.

Despite the fact that Victoria's annual show is unknown, 1 billion of the 180 countries in the world can watch this annual show by watching it, but it needs to buy it.

It's still not easy.

At present, only the stores in the United States, Canada and the United Kingdom have the sale of underwear.

"The size of Chinese women and American women is different. It is not appropriate to sell underwear products from the US market to Asia directly."

Khalid Rouissi, executive director of Valiram and Group in Hongkong and Macao, said in an interview in 2013.

This reason doesn't sound convincing. A lot of Taobao's underwear shopping has already explained that the size difference does not affect Chinese customers.

Acceptance level.

Before the opening of the Valiram Group agent's store, there are already some non brand authorized official stores in mainland China.

In 2007, Shanghai Jintian clothing company bought a batch of underwear inventory from the Licensing companies AFB company in the United States for 5 million US dollars, and opened the store in Shanghai, in 2012, in the high-grade business district of Shanghai and Beijing, in the name of Wei Mi store.

In order to protect rights,

The prosecution of the unauthorized sale of wheat was carried out, and the second intermediate people's Court of Shanghai decided in 2013 to lose the case.

However, it is possible for us to reflect on why these non authorized stores or even Taobao purchasing stores have such a large market space.

Customer demand is not satisfied, resulting in a confusion of sales channels, in fact, the final consequences, is still the secret themselves.