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Multi Brand Promotion Of Ningbo Leisure Wear Taiping Bird

2011/3/30 11:15:00 50

The brand history of enterprises will find that they have unique brand culture and brand story.

A brand from scratch, from nameless to famous, well-known and well known, some are not only frustration, frustration and hardship, but also the joy, gratification and emotion after success.

With the coming of the 4 / 26 national intellectual property protection day, we have visited several well-known brand enterprises in Ningbo to tell you the unique brand story.

For the Ningbo garment industry started with "Hong Bang tailors", the emergence and rise of "Taiping bird" can not be regarded as an "alternative". However, it is also this "alternative" that not only breaks the pattern of Ningbo men's formal dress dominating the whole world, but also raises a trend in Yongcheng.

"From the beginning of the creation, we emphasized the individualization of clothing, so when we registered the Pacific bird logo, we positioned it in fashion and leisure."

Taiping bird group chairman Zhang Jiangping said.

Dare to set foot in

Clothing industry

In the new industrial field of development, Taipin first tasted the sweetness of "innovation".

Consumer

The recognition has also earned the Pacific bird a place in the highly competitive Ningbo market.

With the gradual clarity of the concept of "dislocation competition, innovation and development", Taiping bird has chosen a unique posture for the take-off of the brand.

actually

Pacific bird

The success of the brand, in addition to its original distinctive product positioning, is closely related to the innovative design and marketing methods of the enterprise in product and market development.

In clothing design, Taiping bird has always followed the principle of "food preservation", that is, the first time to pfer the latest and most fashionable products to consumers.

With the continuous expansion of enterprises, Taiping bird's clothing research, development and design also attached importance to each year. Last year, the company invested nearly one hundred million yuan in this area, accounting for 5% of the company's sales revenue.

In marketing, Taiping bird adheres to the differentiated marketing strategy to provide comprehensive, humanized and considerate services to enhance the overall market competitiveness of the brand, while making full use of the characteristics of commercial blocks for brand promotion and marketing.

Since 2003, Taiping bird has opened a store with different styles around Tianyi Square, forming a fashion corridor of Pacific bird.

At present, there are 20 stores of Taiping bird in Ningbo and 2200 in the whole country. Its unique business model is named "Taiping bird model".

In 2007, Taiping bird magic fashion dress Co., Ltd., a new B2C e-commerce company with online shopping as its main business, was set up.

Since its start up, Taiping bird has been looking for a breakthrough in the development of brand between breaking the rules and innovating.

From dislocation operation to brand management to virtual business mode, after years of cultivation and development, Taiping bird's clothing sector has formed a multi company, multi brand, multi series of business development pattern.

Especially during 2008~2009, many brands such as "HP", "magic", "HP", "PEACEBIR TRENDY", "PEACEBIRD COLLECTION", "PEACEBIRD JEANS" and so on, were placed in a strong position under the "Taiping bird", such as "the castle of the castle", "pa", "Le Chi", "magic fashion", "PEACEBIRD COLLECTION" and "PEACEBIRD JEANS".

In 2009, the group's total turnover reached 3 billion 960 million yuan, rising to 5 billion 337 million yuan in 2010.

"In the next three years, we will continue to carry out multi brand, multi-level operation mechanism and development mode, and continue to promote the development of the brand clothing industry.

It is estimated that by the year 2013, Taiping bird group will achieve a total sales target of 10 billion, maintaining an annual growth rate of 36%.

Liu Jun, deputy general manager of Taiping bird group, told the author.

"Brand can not just be an empty shell, it should convey a spirit."

This is the unique understanding of Taiping's brand.