Promoting Fashion And Creative Industries With Clothing As A Carrier

It's just a few big traditional ones.

When they began to beat Ningbo, Zhang Jiangping brothers took their persistence and courage and embarked on a different way from traditional clothing enterprises.

Route.

And this walk is 15 years.

In the past 15 years, the Taiping bird has crossed the undercurrent of brand new creation, and has experienced the hardships of virtual management. Now, we are crossing the river by feeling the stones.

The achievement of their own enterprises has grown and achieved.

Clear thinking.

"The way of thinking determines the way of thinking and the way of thinking determines the way out."

In the past 15 years, Taiping bird has always forgotten to explore new development models and seek wider space for flying.

In the red belt tailor's birthplace and the inheritance of the red gang culture, the Taiping bird interprets with art and inspiration from its unique perspective.

The latest definition.

Hundreds of garment enterprises have lifted the glory of Ningbo's "clothing capital".

And the bird of peace hatched from the clothing industry, but it did not restrict the fashion industry's new path.

Embedded in creativity and fashion.

The interpretation of Taiping bird's "15 years without tradition" has different meanings both for Ningbo and Ningbo.

The first 15 years will be over. Flowers and applause, honors and achievements are just a relay station. Taiping bird always realizes that their wings are given by the times. They will stand on the 15 year development node and take a thankful heart and fly to the next 15 years.

Breakthrough: the three leap in 15 years

From dislocation operation to brand operation to virtual business mode.

They started their smile curves very early.

How long is 15 years?

15 years is enough to make a legend.

The legend does not lie in experience, not in scale, but in the pformation and upgrading that we have always been adhering to and the efforts we have made to "do nothing".

The unique concept of fashion.

How did they pform from a traditional garment manufacturing company to a fast fashion platform?

The 15 year history of Taiping bird may not bring experience duplication to other enterprises, but success is worth learning after all.

Reform and opening up have ignited the dream of millions of young people.

Because of the extreme shortage of materials, the market at that time had no need to worry about sales as long as goods were available.

In such a typical seller's market, Zhang Jiangping began to stir up trouble.

Clothes, food, shelter and clothing, which were ranked first, attracted the attention of him. At that time, the traditional clothing industry, which had just been released from gray blue and white, began to glow with vigor and vitality.

From the beginning of the wind, Zhang Jiangping successfully excavated the first pot of gold in life.

6 sewing machines, seven or eight workers, borrowed 20 thousand yuan.

Relying on two legs, Zhang Jiangping began distributing the sales network in the whole province.

Through small batch, multi

As a business model, the counter owned by Zhang Jiangping quickly expanded from one to dozens, covering most of the clothing market in different regions.

Is this the continuation of capital accumulation or the creation of one's own?

Cards?

After completing the accumulation of primitive capital, Zhang Jiangping chose the latter without hesitation.

The deeper the reform and opening up, the smaller the market for individual enterprises.

With the launching of clothing enterprises, if we fail to find out their own competitive brands and enhance their competitiveness, they will be eliminated by the market in a few years.

Instead of passive pformation, it is better to deal with it at the very beginning.

I should not only make brands, but also make brands bigger and stronger.

Zhang Jiangping thought so, too.

In 1996, after screening more than 10 brands, Zhang Jiangping rushed to himself.

Successfully registered.

"Trademark", at the same time, a large sum of 8 million yuan advertising costs to advertise.

In the same year, more than 60 acres of land were purchased.

Moved to the urban area.

"Almost all of them" - an old employee recalled that the total investment of the company for the new Taiping bird this year amounted to 30 million yuan.

The establishment of the brand made Zhang Jiangping calm down and ponder the next development of the enterprise.

With the end of the era of shortage economy, enterprises have chosen their advantageous products to develop professionally.

And so on.

At that time, the Ningbo market was a regular menswear market.

Namely

Pronoun.

Facing the competition pressure from the old enterprises, Taiping bird resolutely chose the "dislocation competition".

Every man has his life.

This destiny is actually a gift.

Zhang Jiangping's perception of popularity has brought home to him a bright prospect for domestic casual wear.

Through a large number of market research at home and abroad, the positioning of Taiping bird's clothing has become clear: doing casual wear and

。

This product pformation with the main concept of dislocation operation opens up a new market space for Taiping bird and ushered in its first leap.

Just as Zhang Jiangping's confidence was full, it followed the 1997 financial crisis that swept across Asia.

Tight money makes the capital chain of enterprises become fragile.

After some time of deliberation, Zhang Jiangping decided to follow suit.

etc.

We should gradually peel off labour intensive manufacturing business and focus on brand names.

"We soon found that to succeed in creating fashion brands, we must have core competitiveness, that is, our design and research and development.

Only by applying the most popular elements and fashion concepts to our Pacific bird design can we ensure the explosive force of our products.

After second leaps, Zhang Jiangping realized how important it is for a brand to design and develop.

Thus, after accumulating some experience in virtual operation, the Taiping bird began to take the initiative to pform.

In order to strengthen the research and development strength, Zhang Jiangping spent tens of millions of yuan from

And other countries, the introduction of complete sets of equipment, hi-tech recruitment

As well as research and development personnel, the design and management teams are sent out to investigate and enter ZARA and other international garment enterprises to exchange and study each year.

Long term cooperation with the leading professional institutions in China, coupled with in-depth exchanges with many international design institutes.

Of

The idea contains infinite imagination and vitality.

The powerful design force makes the brand clothing popular in the market.

At the same time, the enterprise has gradually established the business model of virtual operation, research and design, channel marketing, brand operation become the focus of the enterprise, and the brand advantage is gradually improved.

In recent years, the average sales growth of 40% has achieved the third leap of Taiping bird.

This is from

The change of the current situation can be called the earliest practice of "Smiling Curve" in Ningbo manufacturing industry.

The so-called smile curve refers to a curve of smiling mouth type, with both ends facing upward. In the industrial chain, the added value is more reflected in the two ends, and the lowest added value in design and sales is in the intermediate link.

The middle of the smile curve is manufacturing, the left is R & D, and the right is marketing.

At present, the profits generated by manufacturing are low, and global manufacturing is also oversupplied, but the added value of R & D and marketing is high. Therefore, the industry should develop towards the two ends of the smile curve in the future, that is, strengthening research on the left side to create intellectual property rights, and strengthening customer oriented marketing and services on the right side.

There are two main points in the smile curve. The first one is to find out where the additional value is, and the second one is to better find a suitable form of competition.

Early action can benefit early.

When more and more enterprises begin to seek their own "smile curve" today, Zhang Jiangping has led his Taiping bird to take the lead and gain ahead of schedule.

How long is it in 15 years?

A 1/4 or more than five thousand days and nights?

Though in the long history of history, it is just a flick of a finger, but it has achieved.

The three different stages of the crossing path.

Sublimation: towards fashion oriented creative industry with clothing as the carrier

Over the past 15 years, Tai Ping has been building the most rapid "virtual fashion development model" with the greatest input and the greatest determination.

What is it?

Fashion.

What is fashion?

Fashion is speed, which is the freshness behind speed.

Tens of times a day's listing speed; the whole industry's fast cycling convergence force in the ten day calculation; the hourly calculation of the laying efficiency, the latest goods shelves can be synchronized in 48 hours; in the 15 years of rapid development, more than 100 upstream suppliers and more than 1500 self run and affiliate sales outlets have been commanded -- this is the "fast fashion and virtual development" mode of Taiping bird.

"To grasp market pulse in time, we must rely on the driving force of creative industries."

In 2000, Zhang Jiangping put forward the unique business philosophy of "not making clothes for fashion", and marching into the women's clothing market with the trend of fashion innovation, expanding the differences with others, and building the advantage that competitors could hardly imitate and catch up with.

The "fast fashion virtual development" mode focuses on brand management, forging and upgrading of product R & D design forces, controlling and updating product sales channels, relying on modern technical means such as IT system to apply and integrate the upstream and downstream resources of the industrial chain.

Now in the company's brand clothing business, basically only retain the core, high value-added product design and development and terminal marketing network two functions, the rest, such as production, logistics, distribution, and even part of the sale of stores to build, etc., have adopted the form of outsourcing, to ensure that enterprises in the limited input, the effective use of external social capital and other external resources, to achieve the industrial mode to "smile curve" at both ends of the climb, and quickly make the enterprise bigger and stronger.

"Only with vigorous efforts.

And market development, we can master our own destiny in the international division of labor. "

Zhang Jiangping believes that the continuous improvement of design and development power is very important for improving the competitiveness of enterprises.

It is clear that the "fast fashion and virtual development" model has been guided by the new stage of development of the company for many years.

Not only does it cooperate with the leading professional institutions in China for a long time, but also has deep communication with many international design institutes and has been at the forefront of the domestic garment industry.

Taiping bird is the first cooperation with ZARA in China.

。

Every year, Taiping birds send out design and management teams to ZARA to exchange and learn, bringing the advanced ideas of ZARA back to China and deeply developing them.

The spirit of law has always been at the forefront of design thinking.

On the other hand, we constantly absorb professional designers to develop domestic and international fashion apparel market in depth and rapidly, and strive to build the most creative and passionate elite designers in China. We will extend our fashionable touch to the world and keep up with the latest international fashion and fashion elements to create more fashionable products that are more in line with China's market demand.

Strive to create "fashion and China" fashion products.

"Through this two pronged approach, Taiping bird's R & D capability has been rapidly improved."

Relying on powerful

The Pacific bird now has more than 5500 products every year. In the Taiping bird store, the "fast list" period of more than 20 days accounts for 15% of the total, so that we can achieve fast production and quick sales to achieve more output value and profits.

"Fast fashion virtual development" mode of Taiping bird sales in 2009 nearly 4 billion yuan, the average growth rate in recent years as high as 40%, becoming a model of the financial crisis.

Upgrading products

At the same time,

Integrate the idea of "fast fashion" into sales channels, and convey fashion information to consumers through "perception + reaction" for the first time.

From the marketing mode of intensive stores to 2000-3000 square meters "fashion flagship store" leading, and "self + agent".

In order to develop the marketing channel, Taiping bird boldly changes the routine of traditional brand sales and integrates diversified fashion elements to convey the brand's innovative fashion sense to the consumers with the most impacting gesture.

With the annual growth rate of 300 birds, there are more than 1800 franchised stores in 2010, with a scale of 2 billion 500 million yuan.

In 2009, aiming at the growing online shopping group, Taiping bird quickly created the "magic fashion" first online shopping B2C e-commerce brand.

As soon as the new brand appeared, it was enthusiastically pursued by consumers with the new elements of "magic fashion": online interactive operations, ultra fast fashion changes and very flat prices.

With the help of the self built online sales platform, sales in the two months before the "magic fashion" reached about 2000000 yuan. In 2010, the sales scale increased, and the sales exceeded 6 million yuan in November 11, 2010.

After 15 years of wind and rain, Taiping bird has stepped down from its own way of management.

In 2009, the group achieved the top 10 of the top garment enterprises in terms of business revenue and sales scale. It became one of the top 100 enterprises in Ningbo, the top 100 private enterprises in Zhejiang, the 500 in the national private enterprises, and the innovation and demonstration enterprise in Ningbo.

The "Taiping bird" brand has won the honorary title of "China famous brand" and "China well known trademark".

At the same time, the Pacific bird participated in the social charity work with gratitude, and set up a 20 million yuan "Taiping bird fashion dream" fund. It fixed 1 million yuan a year to subsidize the disadvantaged groups and won high praise from all sectors of society.

In 2010, as the main force of Ningbo garment enterprises, Taiping bird staged a "Pacific bird fashion wind and charm Ningbo" show in Shanghai world expo garden.

The fashion show full of Oriental fashion attracts thousands of domestic and international tourists.

The first appearance of this Taiping bird pformed into a fashionable and innovative enterprise has fully endorsed the charm of Ningbo, demonstrated the creative fashion of Ningbo clothing, and strengthened the pformation idea of Taiping bird against the situation and flying.

Taiping bird has set up a fashion and creative base, set up a fast IT and green logistics network, and realized the brand clothing listing, which has been included in the planning for nearly 2011-2015 years in the past 5 years.

For the "seamless" implementation of the plan, Zhang Jiangping put forward the brand "dual core" strategy, relying on the strategy of "light assets and strong brands" to develop the fashion industry, through the effective replication of business models, to form a multi brand, multi-level operation mechanism, and ultimately create a "virtual joint operation" and "e-commerce business" dual core competitiveness.

On the one hand, Taiping bird plans to open 80 core flagship stores with an area of more than 2000 square meters, and 3000 national sales outlets. On the other hand, it will focus on building online Taobao mall outlets, and developing Taobao distribution network, pat and Mai net.

It is estimated that by 2015, the overall brand clothing revenue will reach 9 billion yuan, e-commerce will be 1 billion yuan, and 300 R & D teams will be trained, and 10 thousand brands of brand design and development will be striving to become the leading brand of the fashion industry.

"Out of the traditional" Pacific bird, from OEM (OEM) to ODM (design and production), and then to OBM (independent brand production), has realized the strategic leap of brand strategy and promoted the pformation and upgrading of the garment industry.

Through the battle upstream design and downstream channel links, Taiping bird ushered in "fashion creativity".