Analysis Of Taiping Bird Brand Development Mode

All along, Ningbo.

As early as 1995, the "Taiping bird" brand developed from shirts, formal clothes and professional wear, and experienced several stages of developing casual men's clothing and creating fashionable women's clothing.

Today, Taiping bird has formally formed fashionable women's clothing (Collection, Jeans, Trendy three product lines), Lok Chai women's wear, fashion menswear (including two product lines), Pagani (HP) men's wear, men's clothing for the castle, and the network sales platform covering the above brands.

It is not difficult to find that Taiping bird has already derived many omnidirectional brand chains in fashion apparel industry, and a spokesperson can hardly convey the brand culture and connotation behind it.

In recent years, under the Pacific bird's banner

New ideas of running "Yue Ting"

Taking market segmentation as the basis and market demand as the guide, the concept of "clothing segmentation" plays a key role in Taiping's brand strategy.

Chen Hongzhao revealed that the original elegant "COLLECTION", the artistic TREDY, the "JEANS" and the magic Tokyo's "Yue Ting" were once the four series of women's clothing brands. But from the market reaction, the four series covered the 16~30 year old women's market.

"In such a subdivided age span, Taiping bird should innovate in the series of brand operations."

Thus, through discussions within the company, Taiping women's clothing was the first to bear the brunt of the launch of a series of "Lok Ting" series, which was popular with female college students, with the theme of magic Tokyo.

Chen Hongzhao said: "the brand will be built into a brand, so the brand incubation mechanism can not find a precedent in the national market.

If the pond does not drain well, it will probably drown in it. "

All along, the idea of single brand popularization makes Chinese clothing enterprises relatively vague in the concept of product segmentation, while multi brand operation and over segmentation of the market are very risky for traditional clothing enterprises.

In Chen Hongzhao's view, the success of "Lok Ting" has enabled Taiping bird to see its own advantages in incubating the brand.

In the next step of the Chen Hong plan, the "JEANS" series will also operate independently as a single brand of Taiping bird.

Next target -- "fashion supermarket"

Generally speaking, opening a number of stores in the same trade area with the same brand will inevitably lead to customer diversion, cost increase and benefit decrease.

However, in 2004, Taiping bird had opened 6 stores in one year's most prosperous Tianyi Square in downtown Ningbo.

Some people think this is done by Taiping bird.

Chen Hongzhao also told reporters that making the best of each single shop, making the potential of the single store up, is another big attempt by the Taiping bird to take up the market.

In the areas where the brand is not obvious enough and the strength is not strong enough, the single store series is the best choice.

"It is precisely because the birds of every series have a large quantity and every season is enough to support the seasonal demand of each single store."

Chen Hongzhao said that Taiping bird has proved by practice that the strategic thinking of grasping shop performance and grasping the number of expansion shops can be accomplished simultaneously.

So since this year, Taiping bird has gradually realized the established strategy of upgrading from franchised stores to "fashion supermarkets".

Chen Hongzhao said that in this "fashion supermarket" model, in addition to the full range of brand impact display, it will further introduce coffee shops, theatrical performances, etc., in order to comfort the shopping environment, give consumers a happy shopping experience, feel the charm of fashion.

In the next five years, Taiping bird will be upgraded in the above-mentioned strategy. In the blueprint of Taiping bird, by 2015, 300 people will be trained in R & D team, and the brand design and development will strive to reach 10 thousand.

Single store and fashion store

In the early bird shop mode, in order to let shoppers have more choices, a 70~80 square meter shop usually displays a series of costumes.

Under the guidance of "self run + Affiliate" operation route, many franchisees are often obsessed with the quantity of purchase series due to the problem of capital and store area. In addition, because the market demand is different, the demand is different even in different areas of the same area.

Chen Hongzhao said that in order to solve this difficult problem effectively and protect the interests of franchisees, Taiping launched a series of preliminary attempts to store products in a single store series.

For Taiping birds, the attempt of single store series is also very risky.

From the description of Chen Hong Dynasty, all of this sounds like a big gamble.

Fortunately, the outcome is inspiring: after the single store series operation, Taiping bird's single store performance has not declined, but has increased by 130% on the original basis.

The empirical benefits turn the risky attempt into a rational decision base. Therefore, Taiping bird decides to adjust the marketing strategy quickly and implement the flexible operation mechanism of the big shop series and the small shop series. It has become the original brand strategy of successful operation in China.

stay

The flexible and reasonable size store mechanism fully takes into account the particularity of China's joining agent channels, laying the foundation for the overall blossom of Taiping bird.

At present, there are more than 300 self operated shops in the whole country, and more than 1700 shops have been joined. Among them, there are more than 40 large flagship stores.