Whether the fashion lingerie brand Victoria's Secret can successfully break into China's lingerie market is an open question, but its upcoming annual fashion show, which the brand has announced will take place in Shanghai on November 28 (its first show in China), is set to be a hit among Chinese consumers.

維多利亞的秘密內(nèi)衣能否成功打入中國(guó)市場(chǎng)仍不明朗，但是在即將到來(lái)的年度大秀上，維密選擇上海作為舉辦地，將于11月28日首次在中國(guó)辦秀，這勢(shì)必在中國(guó)消費(fèi)者之間引發(fā)一股狂潮。

Tickets to the invite-only event are being sold on China's biggest e-commerce platform Taobao, according to the domestic media outlet Sohu. The prices start at 90,000 yuan (around $13,700), which could, in the alternative, get you several luxury designer handbags on the platform. The following image shows that the invitation to the event will be shipped from the United States to China. This seller has six tickets.

今年只有持入場(chǎng)券者方能進(jìn)入維密秀場(chǎng)，中國(guó)最大的電商平臺(tái)淘寶上正出售維密門(mén)票，起價(jià)9萬(wàn)元人民幣，9萬(wàn)元能在淘寶上買(mǎi)好幾個(gè)奢侈皮包了。下圖是某位賣(mài)家在淘寶出售由美國(guó)寄往中國(guó)的維密入場(chǎng)券，共有六張。

Authenticity of these tickets is not verifiable, but the sale demonstrates just how enthusiastic Chinese people are about the Victoria's Secret's Fashion Show among Chinese consumers. Its popularity is also evident on social media. Over the past few weeks, the country's online community has had heated discussions about the selection of supermodels. When fashion bloggers posted on Weibo that familiar faces including Liu Wen, Ming Xi, He Sui and Ju Xiaowen, would strut on the Victoria's Secret runway again, internet fans cheered.

這些入場(chǎng)券的真實(shí)性還有待考證，但是售價(jià)已經(jīng)充分表明中國(guó)消費(fèi)者對(duì)維密秀的熱忱有多么高漲。維密在微博上也熱度不減。幾周以來(lái)，維密模特面試在微博上引發(fā)熱議。不少時(shí)尚博主表示劉雯、奚夢(mèng)瑤、何穗、雎曉雯這四位國(guó)人熟知的模特都將登上維密T臺(tái)，網(wǎng)友們對(duì)此歡呼不斷。

The Weibo community is also buzzing about the decision to cast Bella and Gigi Hadid in the Shanghai show. Some Chinese fans are protesting the appearance of the two models because the sisters were caught on Instagram mocking Asians.

微博用戶(hù)們也對(duì)維密上海秀選擇貝拉和吉吉·哈迪德做模特一事頗有微詞。一些中國(guó)粉絲對(duì)兩人表示嚴(yán)重抗議，這對(duì)姐妹花曾被發(fā)現(xiàn)在社交媒體Instagram上嘲諷亞洲人。

By the time of publication, the topic “2024 Victoria's Secret Shanghai Fashion Show” had reached 70 million views on Weibo.

截至本文發(fā)布，微博話(huà)題“2024維密上海秀”閱讀量已達(dá)7000萬(wàn)。

Over the past year, Victoria's Secret has gradually stepped up its efforts to cash in on the Chinese consumers as the growth from its traditional Western market has been flagging. In May of this year, the brand’s parent company L Brand reported a loss of seven percent of net sales to $2.4 billion from $2.6 billion the year before. The brand’s net revenue also dropped dramatically. It fell by 38 percent from the year before to $941 million.

去年一年，維密慢慢開(kāi)始加速進(jìn)軍中國(guó)市場(chǎng)的步伐，在西方傳統(tǒng)市場(chǎng)的發(fā)展開(kāi)始滯后。今年5月，維密的總公司L Brand宣稱(chēng)其凈銷(xiāo)量下跌了7%，從此前的26億美元跌至24億美元。維密的凈收入也從去年開(kāi)始大幅下滑，下降了38%，跌至9.41億美元。

China, on the other hand, is a lucrative market that Victoria’s Secret sees a lot of potential for. According to official data by the China National Textile Industry Council, the sales in the lingerie market in China reached 100 billion yuan in 2024, and the size of the market exceeded 60 billion yuan.

但是對(duì)維密來(lái)說(shuō)，中國(guó)市場(chǎng)利潤(rùn)豐厚，潛力巨大。中國(guó)國(guó)家紡織工業(yè)委員會(huì)（China National Textile Industry Council）發(fā)布數(shù)據(jù)，2024年中國(guó)內(nèi)衣市場(chǎng)銷(xiāo)售額達(dá)1000億人民幣，市場(chǎng)規(guī)模擴(kuò)大了600萬(wàn)元。

Victoria's Secret's annual fashion show has become the brand's secret weapon to market to Chinese consumers. In 2024, the brand put a record number of four Chinese models on its runway, and the theme of the show paid tribute to traditional Chinese culture. Even though the show was criticized for having elements of cultural appropriation (one model, Elsa Hosk, was sent down the runway with a dragon on her back), the show still attracted many viewers and inspired much discussion among its Chinese fans.

維密年度大秀是該品牌進(jìn)軍中國(guó)市場(chǎng)的秘密武器。2024年，維密史無(wú)前例地選用了四位中國(guó)模特，秀場(chǎng)主題也是在致敬中國(guó)傳統(tǒng)文化。盡管維密秀也因此遭到文化剽竊的指責(zé)聲（模特艾爾莎·霍斯卡（Elsa Hosk）走秀時(shí)背披龍圖），依然吸引著不少觀眾，在中國(guó)粉絲間引發(fā)熱議不斷。

This year, the brand has continued to bet on its fashion show as a calling card to reach even more Chinese consumers and lure in sales to its newly established flagship store in Shanghai. In addition to hosting the show in Shanghai, it will enlist even more Chinese models. Whether the social media buzz about the show can truly translate into sales is yet to be seen. After all, lingerie culture is still remarkably different in China than it is in the West.

今年，上海秀成為維密面向更多中國(guó)消費(fèi)者的名片，旗艦店也將因此打開(kāi)銷(xiāo)售之門(mén)。除卻在上海辦秀，維密還招募了不少中國(guó)模特。但是微博熱議能否為維密帶來(lái)銷(xiāo)量尚未可知。畢竟，中國(guó)的內(nèi)衣文化與西方國(guó)家是如此不同。

Whether the fashion lingerie brand Victoria's Secret can successfully break into China's lingerie market is an open question, but its upcoming annual fashion show, which the brand has announced will take place in Shanghai on November 28 (its first show in China), is set to be a hit among Chinese consumers.

維多利亞的秘密內(nèi)衣能否成功打入中國(guó)市場(chǎng)仍不明朗，但是在即將到來(lái)的年度大秀上，維密選擇上海作為舉辦地，將于11月28日首次在中國(guó)辦秀，這勢(shì)必在中國(guó)消費(fèi)者之間引發(fā)一股狂潮。

Tickets to the invite-only event are being sold on China's biggest e-commerce platform Taobao, according to the domestic media outlet Sohu. The prices start at 90,000 yuan (around $13,700), which could, in the alternative, get you several luxury designer handbags on the platform. The following image shows that the invitation to the event will be shipped from the United States to China. This seller has six tickets.

今年只有持入場(chǎng)券者方能進(jìn)入維密秀場(chǎng)，中國(guó)最大的電商平臺(tái)淘寶上正出售維密門(mén)票，起價(jià)9萬(wàn)元人民幣，9萬(wàn)元能在淘寶上買(mǎi)好幾個(gè)奢侈皮包了。下圖是某位賣(mài)家在淘寶出售由美國(guó)寄往中國(guó)的維密入場(chǎng)券，共有六張。

Authenticity of these tickets is not verifiable, but the sale demonstrates just how enthusiastic Chinese people are about the Victoria's Secret's Fashion Show among Chinese consumers. Its popularity is also evident on social media. Over the past few weeks, the country's online community has had heated discussions about the selection of supermodels. When fashion bloggers posted on Weibo that familiar faces including Liu Wen, Ming Xi, He Sui and Ju Xiaowen, would strut on the Victoria's Secret runway again, internet fans cheered.

這些入場(chǎng)券的真實(shí)性還有待考證，但是售價(jià)已經(jīng)充分表明中國(guó)消費(fèi)者對(duì)維密秀的熱忱有多么高漲。維密在微博上也熱度不減。幾周以來(lái)，維密模特面試在微博上引發(fā)熱議。不少時(shí)尚博主表示劉雯、奚夢(mèng)瑤、何穗、雎曉雯這四位國(guó)人熟知的模特都將登上維密T臺(tái)，網(wǎng)友們對(duì)此歡呼不斷。

The Weibo community is also buzzing about the decision to cast Bella and Gigi Hadid in the Shanghai show. Some Chinese fans are protesting the appearance of the two models because the sisters were caught on Instagram mocking Asians.

微博用戶(hù)們也對(duì)維密上海秀選擇貝拉和吉吉·哈迪德做模特一事頗有微詞。一些中國(guó)粉絲對(duì)兩人表示嚴(yán)重抗議，這對(duì)姐妹花曾被發(fā)現(xiàn)在社交媒體Instagram上嘲諷亞洲人。

By the time of publication, the topic “2024 Victoria's Secret Shanghai Fashion Show” had reached 70 million views on Weibo.

截至本文發(fā)布，微博話(huà)題“2024維密上海秀”閱讀量已達(dá)7000萬(wàn)。

Over the past year, Victoria's Secret has gradually stepped up its efforts to cash in on the Chinese consumers as the growth from its traditional Western market has been flagging. In May of this year, the brand’s parent company L Brand reported a loss of seven percent of net sales to $2.4 billion from $2.6 billion the year before. The brand’s net revenue also dropped dramatically. It fell by 38 percent from the year before to $941 million.

去年一年，維密慢慢開(kāi)始加速進(jìn)軍中國(guó)市場(chǎng)的步伐，在西方傳統(tǒng)市場(chǎng)的發(fā)展開(kāi)始滯后。今年5月，維密的總公司L Brand宣稱(chēng)其凈銷(xiāo)量下跌了7%，從此前的26億美元跌至24億美元。維密的凈收入也從去年開(kāi)始大幅下滑，下降了38%，跌至9.41億美元。

China, on the other hand, is a lucrative market that Victoria’s Secret sees a lot of potential for. According to official data by the China National Textile Industry Council, the sales in the lingerie market in China reached 100 billion yuan in 2024, and the size of the market exceeded 60 billion yuan.

但是對(duì)維密來(lái)說(shuō)，中國(guó)市場(chǎng)利潤(rùn)豐厚，潛力巨大。中國(guó)國(guó)家紡織工業(yè)委員會(huì)（China National Textile Industry Council）發(fā)布數(shù)據(jù)，2024年中國(guó)內(nèi)衣市場(chǎng)銷(xiāo)售額達(dá)1000億人民幣，市場(chǎng)規(guī)模擴(kuò)大了600萬(wàn)元。

Victoria's Secret's annual fashion show has become the brand's secret weapon to market to Chinese consumers. In 2024, the brand put a record number of four Chinese models on its runway, and the theme of the show paid tribute to traditional Chinese culture. Even though the show was criticized for having elements of cultural appropriation (one model, Elsa Hosk, was sent down the runway with a dragon on her back), the show still attracted many viewers and inspired much discussion among its Chinese fans.

維密年度大秀是該品牌進(jìn)軍中國(guó)市場(chǎng)的秘密武器。2024年，維密史無(wú)前例地選用了四位中國(guó)模特，秀場(chǎng)主題也是在致敬中國(guó)傳統(tǒng)文化。盡管維密秀也因此遭到文化剽竊的指責(zé)聲（模特艾爾莎·霍斯卡（Elsa Hosk）走秀時(shí)背披龍圖），依然吸引著不少觀眾，在中國(guó)粉絲間引發(fā)熱議不斷。

This year, the brand has continued to bet on its fashion show as a calling card to reach even more Chinese consumers and lure in sales to its newly established flagship store in Shanghai. In addition to hosting the show in Shanghai, it will enlist even more Chinese models. Whether the social media buzz about the show can truly translate into sales is yet to be seen. After all, lingerie culture is still remarkably different in China than it is in the West.

今年，上海秀成為維密面向更多中國(guó)消費(fèi)者的名片，旗艦店也將因此打開(kāi)銷(xiāo)售之門(mén)。除卻在上海辦秀，維密還招募了不少中國(guó)模特。但是微博熱議能否為維密帶來(lái)銷(xiāo)量尚未可知。畢竟，中國(guó)的內(nèi)衣文化與西方國(guó)家是如此不同。