Urban Beauty Plans To Start Overseas Strategy

Recently, Peng Bo, YAHOO, CNBC and other overseas news media reported China.

Brand enterprise "

News of the plan to enter the international market, and the Times Square in New York also broadcast its outdoor advertising for global partners.

As a Chinese underwear

The leader of the city, the city beauty, announced that it will open the overseas market in a timely manner and seek global business partners when it comes to the 2nd Anniversary listing of Hongkong.

Two years ago, the city beauty landed on the Hongkong stock exchange. The market value reached HK $18 billion, becoming the first underwear brand in China to achieve IPO.

Create the Oriental version of "the secret of Vitoria"

It is understood that the city beauty brand was born in 1998, mainly in China engaged in bra, underwear, household clothes, thermal clothing, socks and other products design, research and development and sales.

In 2015, the market share of China's beauty market reached 3.3% and profits increased by 23.6% to about 4 billion 950 million yuan.

In 2015, urban beauty has more than 8058 shops in over 330 cities, an increase of 1032, and will continue to expand strategies in the five main regional mass market retail markets including shopping streets, residential areas, pportation hubs, campuses and commercial supermarkets, as well as high-end retail networks in shopping malls, department stores and shopping centers.

Since the establishment of the company, the city beauty has sold 1 billion underwear, and is called the "secret of Vitoria" by the Chinese consumers.

In addition to implementing the all channel integrated marketing strategy, urban beauty has also been effective in the development of multi branding.

City beauty has launched the men's underwear brand "city Feng Shang" and the brand of children's underwear "Mi Ya Jia", and its "free time" brand launched in 2014 has 60 independent shops, becoming a new growth point of the group.

In order to expand the high-end market, city beauty has entered the Chinese high-end underwear market by acquiring the "Ordifen" and its sub brands of the French light luxury underwear brand in Taiwan.

In order to further enhance brand influence and attract more young consumers' attention, city beauty held a large-scale underwear show in April this year.

This is China's first concert in the form of underwear new conference, invited Lin Chiling, Huang Xiaoming and other performing stars to participate in the show, its fashionable and gorgeous scenes have the United States "Vitoria secret" great show style.

Mr. Cheng Zuming, director and vice president of urban beauty, said that the press conference has broadcast live scenes to more than 200 million people in micro-blog, WeChat and online live broadcast through new media tools.

Urban beauty plans to start overseas strategy

How big is China's market? According to the market survey of Frost & Sullivan, a global enterprise growth consulting company, the domestic clothing sales revenue in 2013 was nearly 200 billion yuan, and the annual average annual growth rate in the last 5 years was 15.4%, and the number growth was expected to be over 18% in the last 5 years.

Under normal circumstances, the brand concentration of underwear market will be relatively high, especially in developed countries such as Europe and the United States.

In the US, the market share of Victoria 's Secret (Vitoria secret) is 19.1%. In the UK, Marks&Spencer (Ma Sha) occupies 20.8% of the market, and in Japan, Wacoal (Wacoal) occupies 17.8% of the market.

In China, the market share of urban beauty, the top of the industry, is less than 4%. With the awakening of China's underwear consumption, we can expect that the domestic market will still have enormous room for growth.

Although China's domestic market share has been at the top of the list and has been working towards the goal of 20% market share, urban beauty has been ready to enter the overseas market.

Mr. Zheng Yaonan, executive director and chief executive officer of urban beauty, said that the company will expand its retail network in areas with lower market share and higher market growth potential, and continue to explore opportunities for the growth of the industry.

At the same time, urban beauty will also strive to improve core competitiveness and pcend competitors through a series of initiatives, and consider expanding overseas territory, and cooperate with other famous body clothing brands, which will serve as a long-term strategic layout of the company.

Zheng Yaonan believes that the company is doing well in China, but India and Southeast Asian countries and other markets have not yet been well developed.

Underwear is expanding from Europe and the United States to the world. First, it enters Singapore, Japan and other places in Asia and then enters the mainland of China. According to this rule, the next is the new market to be developed in India.

This means that the urban beauty may be sowing seeds in the underwear market of many overseas countries and waiting for the harvest season to come.

If the local underwear market is in the wake of the awakening, the brand that will advance in advance will be conducive to rapidly increasing market share and brand concentration.

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Chinese enterprises Nuggets overseas market prospects

In recent years, the global economy has continued to slump, the growth rate of international trade has dropped sharply, and international investment has been going on and off, and the world economy has entered a new normal.

Under the background of the new pattern of international economy and the new round of industrial pfer in the world, more and more famous Chinese enterprises have launched an upsurge of overseas markets to seize the strategic opportunities of the global market under the new normal.

Unlike previous low-priced, low-end products, this round of Chinese enterprises going abroad to enter the international market is more capable of carrying out international capacity cooperation with comprehensive output products, brands, technology and capital, and participating in the current global market competition with the role of a multinational enterprise group in order to adapt to the development trend of economic globalization.

As a leader in China's clothing industry, urban beauty has been actively working with world-renowned brand companies in the past two years to jointly develop the market and accumulate experience and resources for the next step into overseas markets.

City beauty has collaborated with Sanrio Group and launched products featuring famous cartoon characters such as Hello Kitty (Hello Kitty) and cool Penguin (Bad Badtz-Maru).

At the same time, the city beauty also entered into a cooperation agreement with Disney and authorized the launch of personal clothing with Disney cartoon characters. The cooperative product is expected to be released as "yah Ya" brand.

Before that, the city beauty bought Taiwan's famous underwear brand "Ordifen" for 96 million yuan and acquired its technology, patent, brand and global customer base.

Obviously, urban beauty has made a series of foreshadowing for expanding overseas markets. I believe it will not be too long. This most famous underwear brand in China will appear in shopping malls of many countries, bringing new surprises to global consumers.