![<?echo $_SERVER['SERVER_NAME'];?>](/template/twentyseventeen/skin/images/header.jpg)
Annual sales of 1 billion yuan is called the "ceiling" of the underwear business. However, just after the Spring Festival, Cat International, the largest underwear company in central China, announced an ambitious expansion plan: laying more than 1,000 Cat Living Halls in China, Sprint more than 1 billion yuan in sales in 2-3 years landed GEM, build the first unit of China's underwear.
"Cats create the Oriental version of Victoria secret strategy has been very clear, and we hope that in the next five to ten years, to have thousands of sexy lingerie life experience museum across the country, which is our very clear strategic goal." Cats international chairman of the board Lin declared.
Create the East version of "Victoria Secret"
It is understood that the "Victoria's Secret" is the United States top lingerie brand in the United States has 1,000 stores, 2007 annual sales of nearly 6 billion US dollars, its product range includes women's underwear, bras, underwear, swimwear, casual women's, women's shoes , Cosmetics and various ancillary clothing, luxury shorts, perfume cosmetics and related books.
In 2007, after touring Lin led many trips to other countries, cats began a gorgeous turn around and silently tested Victoria's secret strategy. Its strategic goal was also changed from "making China's first underwear brand underwear" into " China's fashion brand first. "
In the second half of 2008, cats began to build more than 10 domestic-style one-stop lifestyle halls integrating multi-category apparel. In this living museum, cat's fashion personal clothing, sports and even jewelry, perfume, can be bought in the living museum.
After a year of testing the water, in early 2009, cats officially launched a large area in the country to start living museum construction activities.
At present, the Cats owns five brands of "Millow secret," "Millow sport," "zoka," "Millow Jeans," and "Catwoman." They are involved in fashion underwear, fashion sportswear, fashion and personal wear, A category, the direction of business development from the fashion underwear to the personal category of fashion clothing extension.
Cats are trying to become a multi-faceted, and now every underwear brand is on the decline in profit almost, cat's main business - the underwear industry, profit margins are declining, at least as far as I know from the dealer, Rain advertising Miiow Sport underwear, loss is still more. "Participated and led the Tingmei, Arctic fleece, clockwise and other underwear brands, claiming to the underwear industry," every pore is very familiar with "the chief planning of the Shanghai Jianshe marketing team Huang Shuoshuo told reporters.
Well-known brand expert Li Guang-dou think, 5-year plan to build more than 1,000 living museum, in fact, with Victoria's secret strategy is very similar to this approach for improving the visibility of their own brand is of great help. In recent years, cats have shifted from underwear to cat costumes and fashion lingeries. This is actually a strategy to cope with seasonal fluctuations. Cats now do more products and more brands, which is actually a marketing strategy.
Sprint underwear first stock?
To create the Oriental version of Victoria, Cats use "not to sell underwear" to achieve their own business breakthrough.
In the second half of 2007, cats began to raise funds under the planning of a consulting firm in Shanghai and set a target for listing. That year, they released the listing schedule is 2009. Recently, this time postponed to two or three years.
In 2009, cats breath at home built more than 900 living museum. Cat Tao brand director Taokai bluntly, in addition to more than 100 for cats direct, the rest are social funds to join.
Tao Kai said that as a result of the cat copy of Victoria's secret business model, create underwear full industrial chain, business sales have doubled space. In the third quarter of 2009, a well-known Beijing-based investment bank invested in Cat International as a strategic investor. On the investment bank "a specific amount of investment and shares," Tao refused to disclose on the grounds of commercial secrets.
"In my planning, everything except the brand can be outsourced, the sales outsourced, and the best thing we do is the brand building." For the planning of your business, Swimin said.
Appears in the industry, cats rapid expansion, mainly fancy 200 billion underwear market cake.
However, some experts think that cats such a rapid expansion will face great challenges. To open more than 1,000 lifestyle halls, this is a challenge to cats accustomed to the agency management model. In addition to the investment level, the ultimate success of this model depends largely on whether the cat's mode of operation can adapt to new changes.
In addition, the shrinking capacity of the underwear market, but also cat human expansion strategy is facing challenges. In recent years, due to the exclusion of young consumers of underwear and underwear Waichuan and other consumer habits change, so that sales of underwear industry fell sharply; procurement costs rise, the price drop is the underwear industry's second-largest impact.
Earlier, in the domestic market lingering Antarctic people, and now the market basically disappeared; and three shots, should be cool and other established underwear brands, the price is also a substantial diving.
In addition to cats, love, Carrie poems and other underwear are put on the listing plan. However, compared to the former two supermarkets and other traditional business models can be copied, cats create underwear industry chain, self-built sales channels, more sought after by investors.
"From the agency management model to the control of the terminal chain, the market in China is certainly a great." Cats for the changes in the industry's attributes and its ambitious expansion ambition, Lee said so, "but the underwear industry is a seasonal industry, How to ensure full-year earnings will be the biggest challenge. "
Digital Print Silk Scarf,Cotton Linen Scarf,Polyester Long Scarf
Y & C Co., Ltd. , http://www.popular-scarf.com