Seductiveness Marketing Digging Gold in China

Victorias Secret favors China. One reason is the growing pressure faced in Europe and the United States market. To dig more gold， Victorias Secret is seeking to open up new markets in the east. Behind the skyrocketing ticket price is the release of a desire and the carnival of humanity. Victorias brand culture does not deny that its essence of marketing is to “lust” in the name of creating consumers touched， excited and unforgettable feelings.

On November 20， Victorias Secret for the first time put the annual show in Asia. Held in Shanghai， this fashion show successfully attracted the attention of fashion professionals at home and abroad. China model Xi Mengyao fell in a catwalk， but also brought out a heated topic. After the 23 sessions of Victorias Secret shows， why Shanghai this year？ What is Victorias Secret looking at while you are staring at those long legs？ Liu Xiaoti， a New York-born Chinese fashion media publisher， showed her reading of the“secret” behind Victorias Secret. She pointed out that Victorias Secret fashion show is by no means the essence of Western culture， but a normal commercial brand. Perhaps this is the right way to look at it.

On this years fashion show， Liu Wen， Xi Meng Yao， He Sui， Xiaoyu Wen， Chen Yu， Xie Xin， Wang Yi and other Chinese supermodels appeared side by side. This is a debut of the largest number of Chinese supermodels on stage. Xi Mengyaos accidentally catwalk wrestling even became a hot discussion online. Liu has in-depth study on the Victorias Secret and fashion industry. She was also invited to this years show. Liu said that despite the record breaking number of Chinese models， their level is no lower than that of other countries， and are not specially selected for China. In fact， Chinese models in the West have been a trend for the past five to 10 years. In addition to the record number of Chinese models， there are also a number of“pay tribute to China” designs such as the “Blue and White Porcelain Angel” and the embroidery elements on the iconic pink bathrobe.

Since 1995 till now， Victorias Secret shows has held outside the United States for four times. The first three were respectively in Cannes， France， London， England and Paris， France. Shanghai was the first show in Asia.In February this year， Victorias Secrets first flagship store settled in Shanghai. In November， the fashion show opened in Shanghai. These two big moves made in one year in China apparently showed the intent to compete for the Chinese market. According to China Textile Economic Information Network data， Chinas underwear markets annual sale has reached more than 100 billion yuan. At the same time， the Chinese market is facing consuming escalation. The high-end brands in the past have increasingly become the choice of more ordinary consumers. Faced with such a huge potential for consumption， we have nothing wrong with Victorias Secrets “pleasing the Chinese market”.endprint

This years show was touted by the Chinese audience， the ticket prices were speculated on the Internet as more than 30 million yuan. Still， on the show day all seats were occupied. However， perhaps few Chinese realize Victorias Secrets favor for China is aimed to open up new market due to their growing pressure in the European and American markets. Liu said that in recent years ringless and non-padded underwear with sports， leisure and fashion elements in one was more welcomed in Europe and America markets. Compared with the well-known lining pad bra， the more comfortable and affordable design are more welcomed by young people. Due to the over-commercialization coupled with expensive but lowavailability goods， sales of Victorias Secret brand fall down year by year. According to the earnings announcement of Victorias Secret， the same-store sales fell by 5% at the end of September. L Brands， the parent company， earned $ 7.015 billion by the end of September， which fell by 4% compared with last year. In addition， the advocacy of “slim is perfect”has long been criticized in the West. Many people criticize that the annual big show is encouraging courting men and materializing women， and inducing women to overly pursue unhealthy forms for so-called “beauty”.

Victorias Secret has been in existence for more than 60 years. When it started rising， it was catching up with the era of escalation in consumer spending in the United States. As of today， the market is fatigue and weak. Just at this time， China began to show the issue of consumer spending escalation. At present， Chinas lingerie market is highly fragmented， and no single company occupies more than 3% share of the market. As an international famous brand， Victorias Secret is appealing to Chinese consumers. However， Liu still feels a bit puzzled by the fact that Victorias Secret is so hot in China. She believes that from a cultural point of view， whether fashion or catwalk， its by no means the essence of Western culture. In fact， this is only an aging brand trying to save them. The once old fashion led by it is being replaced by the new trend.

Victorias Secret was first founded in 1977 by American Roy Raymond. He found it inconvenient to choose his wifes linge- rie so he hoped to open his own shop. He studied womens underwear for eight years and borrowed $ 80，000 to create the brand. At first Raymond only sold his lingerie products to men， but by the 1980s this approach became increasingly difficult. In 1982， Raymond sold the brand to the clothing giant The Limited which later became the listed group company L Brands. Since then， as a pure lingerie shop， Victorias Secret kept developing and expanding. Gradually the brand opened shops all over the world. In 1995， Victorias Secret began to host fashion shows， transforming private female underwear into “mainstream entertainment.” The worlds top supermodels put on the lingerie products to meet the audiences desire and pursuit of beauty， sexy， and fashion. Once a year， the show will gather supermodels， high price underwear and online celebrities， which is more of a well-designed successful marketing and visual feast. It not only helps to promote their own brand but also turns the broadcast fee into a substantial income.endprint

On the evening of February 20， the Chinese model Xi Mengyao accidentally fell. Someone criticized her for being“shameful to the world” but many also expressed their supports for her. Some Weibo users twisted some facts in their blogs. For example， some said Ed Razek， senior executive of Victorias Secret， praised Xi Mengyaos felling moment was the most beautiful moment in the show. In fact， what Razek really praised was the Brazilian model Geisel following Xi Mengyao and Xis insisting on finishing her show. Razak said，“This may be the most important thing in this wonderful night and extraordinary moment ... Xi Mengyao， falling is not a shame， standing up and performing is the victory. Geisel， your simple and beautiful posture was seen by the world ... Im very proud of you. “

Of course， falling on a stage is an accident and it can never be “the most wonderful moment.” Xi Mengyao later said in an interview： “I heard everyone on stage applauding for me and I was very touched ... maybe I will take a good rest and reflect on myself， I feel ashamed， I can do better.” Will her fall have any consequences？ Earlier， Xi Mengyao said in a television program that if she fell over on the stage， she may be “retired”， meaning that her contract will be terminated.Many models have had accidents on the show but not everyone has been fired. Liu said that whether Xi Mengyao will be retired or not can only be known until the next years show.”

Although Xi Mengyaos fall looks rather ugly， its kind of the philosophy of life that sometimes bad things turn out to blessings. Xis accidental fall throws out the highest point of economic attention： Victorias Secret has fallen from the T-stage to the earth. It becomes a normal show for everyone. Even Chinese aunties working at the street fruit shops are curious about “what is really a Victorias Secret show？” Considering the huge potential profits in China and the largest consumer market in the world， no wonder Xi Mengyao got so much sympathy and support after she made such an accident on the stage. In fact， as long as any program becomes a national show for everyone in China， the leading actors will soon be well-known celebrities. Xi Mengyao before this accident was known by few in China. But now the Shanghai Victorias Secret show in 2017 becomes the biggest winner over the entire network， widely discussed and shared all over the social media. Some even quarreled for whether Xi should be sympathized.

Victorias Secret show is a well-planned marketing and people dont get tired of it. It is said that the show tickets can only be obtained through the official invitation. On the e- commerce platform， the lowest ticket prices are $7000 dollars（about 47，000 yuan）， and the most expensive is $35，000 dollars（about 238，000 yuan） which is said to be the ticket of the first front five rows and the entrance ticket to after show party. What behind the high price is the release of human desire and a carnival of lust. Victorias brand culture never denies that the essence of its marketing is to “lust” in the name of creating a touched， excited and unforgettable feelings for consumers.endprint