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NEIWAI: Defining Strategies for United States Market Expansion
NEIWAI, a popular Chinese lingerie brand, was founded in 2012. The brand was able to rapidly adapt to both online and offline channels and attracted investment from several top venture capital firms. Being a direct-to-consumer brand, NEIWAI faced various issues like sustainable growth, creating intellectual property protection, and setting pricing limits. To overcome these issues, NEIWAI created offline channels and, at the same time, also planned to enter international markets, starting with the United States. In this scenario, would NEIWAI be able to make its mark in the US market?