Promoting Fashion And Creative Industries With Clothing As A Carrier

Just when the traditional big men's clothing brands began to hit Ningbo, Zhang Jiangping brothers took their persistence and courage and embarked on a path of Taiping bird different from traditional clothing enterprises.

And this walk is 15 years.

In the past 15 years, Taiping bird has gone through the undercurrent of brand new creation, and has experienced the hardships of virtual management. Now, the Taiping bird, who touches stones across the river, has made great achievements in its own business, and has also achieved clear thinking in the fashion industry.

"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, Taiping bird interprets the latest definition of clothing with art and inspiration from its unique perspective.

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

The bird of peace hatched from the clothing industry, but it did not restrict the fashion industry's new path, so that "clothing capital" was 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 management to virtual business mode, Taiping bird started their "smile curve" very early.

How long is 15 years?

15 years is enough to make a legend.

The legend of Taiping bird does not lie in experience, not in scale, but in the pformation and upgrading that it has always been adhering to and the unique concept of "do not make clothes and 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 the small batch, multi brand and new style business mode, the counter owned by Zhang Jiangping quickly expanded from one to dozens, covering most of the clothing market in different regions.

Is this the way to continue to accumulate capital simplicity or to create its own clothing brand?

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 personally went to Beijing to successfully register the "Taiping bird" trademark, and at the same time, he spent 8 million yuan to advertise for advertising expenses.

In the same year, it purchased more than 60 mu of land and moved the garment factory 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, various enterprises have chosen their advantageous products to develop professionally. Meanwhile, the king of shirt, the king of trousers, the king of suits and so on have begun to emerge everywhere.

At that time, the Ningbo market was a regular menswear market. It can be said that Ningbo dress is the pronoun of men's formal dress.

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 both at home and abroad, Taiping bird's dress orientation has become clear: doing casual wear and women's clothing.

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 pondering for some time, Zhang Jiangping decided to follow the example of Nike, Adidas and other international brands, and gradually peel off labor intensive investment in manufacturing business, focusing on brand.

"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 the Italy, Germany, Japan and other countries, imported complete sets of equipment, hi-tech fashion design and R & D personnel were introduced, and at the same time, design and management teams were sent out for inspection every year, and entered into international famous garment enterprises such as ZARA to exchange and study.

Long term cooperation with the leading professional institutions in China, coupled with in-depth exchanges with many international design institutes, has brought infinite imagination and vitality to the design concept of Taiping bird.

The strong design power has made the brand clothing widely welcomed by the market.

At the same time, enterprises have gradually established the business model of virtual operation. R & D, channel marketing and brand operation have become the focus of enterprises, and brand advantages have gradually improved.

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

This change from the current situation of China's clothing industry can be described as the earliest practice of the "Smiling Curve" of Ningbo's 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?

Although it is only a flick in the long history, it has accomplished the three different stages of the Pacific bird crossing.

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 does Taiping bird do?

Fashion.

What is fashion?

Taiping bird said that 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 nationwide in 48 hours; in the 15 years of rapid development, more than 100 upstream suppliers and more than 1500 self marketing 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.

Taiping bird's "fast fashion and virtual development" mode pays attention to 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 by vigorously carrying out independent design and market development can we gain more control of 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.

With the development of "fast fashion virtual development" for the new stage of the company's development, many years ago, Taiping bird has not only worked with the leading professional institutions in China for a long time, but also has deeply communicated with many international design institutes and has been at the forefront of the domestic garment industry.

Taiping bird is the first fashion clothing company in depth 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.

Taiping bird has always been at the forefront of design thinking with the spirit of winning the law.

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 the powerful design capability, Taiping 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.

"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.

While upgrading the creative design of products, Taiping bird integrates the idea of "fast fashion" into sales channels, and conveys fashion information to consumers through "perception + reaction" for the first time.

From the marketing mode of intensive stores to the development of marketing channels with "2000-3000 square meters" fashion flagship store and "self agency + agent" mode, Taiping bird boldly changes the routine of traditional brand single sales, integrates diversified fashion elements, and continues to feel the brand innovation, passing it on to consumers with the most impacting attitude.

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, Taiping bird, as the main force of Ningbo garment enterprises, staged a "Pacific bird fashion charm Ningbo" show in Shanghai 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".