Published ｜ Tiger Sniff Business Group
Author ｜ Cuba Libre
Title map | IC photo
Victoria’s Secret (维 密) is unlocking its new “Greater China Brand Spokesperson” in high profile, one of whom has been officially announced It is actor Zhou Dongyu.
This is the first time Wei Mi has used idol stars as his spokesperson in China. Zhou Dongyu and Wei Mi, who have always taken the ancient spirit and the girly sense, are bound together. Most people heard this news, and the first response Expectations are all a big question mark. Behind it, it is clear that Wei Mi once again hinted at his transformational diversification and self-help attitude.
In the past few years, Wei Mi, while not giving up supermodels, was also experimenting with “unconventional” aesthetics such as plus-size and transgender models. The contrast of the inherent image of the new spokesperson has made Victoria’s self-help endorsement marketing half successful. But for the remaining half of the climb, Wei Mi was still on the road.
“Not sexy” performance
Since the birth of Wei Mi, she has been put in a sexy “case” that she has created. The supermodel and the devil’s figure have always been the label of Wei Mi. The spokesmen they use have always been professional models with breasts and hips. Relying on the Wei Mi show that has been held for more than 20 years, Wei Mi has become sexy Synonymous with.
Wei Mi Xiu, picture from IC photo
However, in recent years, Wei Mi’S performance has gone downhill, and ratings have been bleak for a long time. Public data show that in 2017, the total number of viewers was less than 5 million, and the number of viewers of the 2018 Wei Mi Show was only 3.27 million.
It can only be said that in the context of the formation of a new consumer circle and the awakening of women ’s rights, Wei Mi ’s unified definition of sexiness is no longer useful, especially when luxury brands are stepping down from the high altar, Playing cross-border, transforming and exploring multiple channels, Wei Mi has spent more than 100 million to create a feast every year.
Coincidentally, after Xi Mengyao fell on the show in 2017, Wei Mi fell off the altar much faster.
On February 26 this year, Victoria Brand ’s parent company L Brands announced the fourth quarter and full year financial results for 2019: L Brands ’fourth quarter sales were US $ 4.7 billion, down 3% year-on-year. 2.275 billion US dollars, down 10% year-on-year. L Brands ’net loss for the fourth quarter was US $ 192 million (the same period last year was still profitable) . At the same time, L Brands expects US stocks to lose $ 0.05 in the first quarter of 2020.
At present, L Brands Group ’s main revenue source is its body care brand Bath & Body Works, rather than Victoria ’s Secret, so L Brands once chose to close some Victoria ’s Secret stores to stop losses. At that time, the financial report data showed that Between February 3, 2018 and February 2, 2019, L Brands’ global sales points were reduced to 2,943 stores, of which 1,222 were Victoria’s Secret stores.
In order to complete self-rescue, L Brands finally decided to close the Victoria ’s Secret Show last year, and subsequently announced the sale of 55% of the secrets of its underwear brand Victoria ’s secret to private equity company Sycamore Partners. Victoria Weissner, who has been with Wei Mi for many years, will also resign from the position of CEO and Chairman of L Brands. At that time, Wei Mi will formally divest from the group’s listed business. (This transaction will be completed in the second quarter of 2020) .
It can be said that What happened around Wei Mi originated not only from Wei Mi’s stubbornness about sexiness, but also from the aesthetic evolution of the entire lingerie market leading to “not sexy”.
In underwear consumer groups, more and more “Do n’t be sexy