Myth Is No Longer Confidential And How Urban Beauty Can Deal With Crises.

This summer, whether it is international underwear brand, or local underwear brand city beauty, are in crisis.

The annual big show was cancelled, and the chief marketing officer left and left. More than 100 models had demanded that the company take the initiative to deal with the women who had violated the work of internal use. Performance has been declining, and the era of Wei's scenery has long ceased.

Since 1995, it has led the fashion trend of the lingerie industry, attracting international attention and becoming a sexy pronoun. As a lingerie brand created by men, it is unavoidable that Wei Ming has defined the body of a woman from a male perspective.

With the improvement of women's social status, economic ability and independence consciousness, women, as an independent person, begin to refuse men to define themselves and pursue the freedom of body and mind at the same time.

However, it also understands that the consumers are changing, but it only invites more popular singer star net red to attract the audience with the star aura, but has not changed from the essence. Not to mention, in recent years, there has been frequent negative news in recent years.

Last year, the chief marketing officer of the company thought that Wei Mi should not be endorsed by transsexuals, which was once criticized and criticized by feminists and underwear industry competitors. And at the beginning of this month, the brand of Brazil's "denim" model was invited to make a bold attempt.

How to change the brand's inherent impression and reshape the brand image in an increasingly open and diversified international environment is the key to the future performance of the company.

The decline of the head brand in the international underwear market does not mean that the underwear market will not work. On the contrary, the underwear industry has huge room for development. According to the EU information inquiry, the global lingerie market is around $83 billion 300 million in 2018, and is expected to grow to $93 billion 800 million by 2023. The Asia Pacific region is the largest market for women's underwear in the world.

Since market opportunities are so huge, why do local brands have problems?

In the first half of 2019, urban beauty expected profits to fall by more than 80%. In April and July alone, the share price plunged 68.27%, and its market value shrank by nearly 8 billion Hong Kong dollars. Such a data, spectacle collapse, people can not help asking: why? What's wrong?

I still remember that last year, the urban beauty movement was frequent. Not only did we find the former CEO to be the chief strategy officer, but also we looked for foreign designers, and opened the store to the shopping mall and opened up the electricity supplier channel. The drastic reform made it possible to complete gambling with Fosun and bring about the pain of transformation.

In the first half of the year, the biggest dynamic of urban beauty was replacing the brand spokesperson and using the young idol Guan Xiaotong, which means that the brand is striving to develop younger, hoping to attract young consumers through celebrity endorsement.

Traditional celebrity endorsements are not omnipotent. Urban beauty lacks product innovation and image renewal. At present, underwear players are starting to increase in the market. People are familiar with UNIQLO, H&M, ZARA and so on. They are also developing underwear field. They have obvious advantages from price, fabric, style and technology sense. If the urban beauty who specializes in underwear can not make the advantages, how can it jump out and let more people consume?

Similarly, if the urban beauty can not enhance the brand image, it can not attract young consumers. In the past, urban beauties specialize in the three or four line cities, and the price war has long been a traditional impression. Nowadays young people no longer prefer tradition or walk into roadside shops.

To create the "beauty of China" city beauty, myth no longer, in the second half of the year, how to deal with the huge gap brought about by transformation?