Taiping Bird: The New Value Orientation Of Traditional Clothing Industry

A few days ago, the Eighth China clothing brand annual award, Taiping bird won the value award in one fell swoop.

"Competition in garment industry will change from capital competition to value competition."

Since the creation of cards in the 90s of last century, Taiping bird knows that with the pformation of people's consumption patterns, brand value will become the key to the competition of garment industry.

As one of the early practitioners of the "virtual operation" in China, Taiping bird firmly grasped the design and marketing, and used the fast fashion mode to win the red river across the river in a short time.

Behind the rapid development, some people question whether the Taiping bird is innovative or imitated compared with the fast fashion brands abroad.

"Creativity

Creative design reshaping

Value system of clothing industry in China

As early as 5 years ago, Taiping bird won the "Innovation Award" in the annual awards of Chinese clothing brand, known as Oscar, the Chinese clothing industry.

The criteria for judging this award depend on the business philosophy or business mode of the business.

The originality and pioneering nature of the "Taiping bird model" and its inspiration for the development of the whole industry finally moved the judges.

What is the "Taiping bird model" and why is it so attractive?

In the clothing value chain, the recognized profit distribution structure is: design 50%, marketing 40%, production 10%, that is, design and marketing are at the high end of the value chain.

In this "smile curve", China's clothing industry has been criticized for being in the processing industry.

Thanks to the financial crisis of 1997, Taiping bird began its pformation to the virtual business mode.

From simple production and sales to brand, design and marketing as the main business, and gradually stripping labor intensive investment in manufacturing business.

By analyzing the core strengths of the enterprises, the upstream producers are more focused on the production of products, and the downstream channel market builds joint social capital for development. Taiping bird gradually formed a brand centered industrial chain, and increasingly highlighted the two core businesses of design and marketing.

The short board of China's garment industry lies in its soft power.

In order to change, Taiping bird put a lot of effort into product R & D design.

In the view of Taiping bird, if the value of clothing industry lies in brand, the value of brand will undoubtedly be locked in the design of the product itself.

Taiping bird repositioned the core of enterprise value from the source of product value. Through the international integration of design and continuous R & D investment, the traditional production and processing garment industry's low end development route of heavy production, light design, heavy quantity, light style, heavy processing and fashion was reversed.

The core competitiveness is placed on the difficult imitation of the creativity and trend, rather than the traditional production, cost, scale and so on. Taiping bird is rooted in the local culture of China and maximizes the innovation of design concept.

"Clothing wins the market by connotation rather than propaganda."

Taiping bird firmly believes that "design is the key to maximize the value of clothing companies."

Through in-depth observation of target consumer groups, Taiping bird expressed its aspirations as a design breakthrough, looking for a unique clothing culture with Chinese characteristics, and constantly pursuing the experience of diversified aesthetic culture in the process of constantly adapting to changes in consumption.

"New, follow me."

Taiping bird tries to become the fashion pronoun of consumers, rather than simply dress itself. "Designers should be fashion trapper, not pursuer" and "fashion is the only thing that changes."

The Taiping bird plays a role in the current era. It sets people's emotional catharsis trend and uses various elements and styles to find a meeting point between the market and the inspiration of designers.

Integrating creative design into the operation system of the brand and materializing it in time, the Taiping bird makes consumers feel the vigor and vitality of traditional industries.

Fast fashion construction

New driving force for clothing brand development

After entering the new century, Taiping bird took off again, aiming at the "fast fashion" development mode known for its parity and quick reaction.

Taiping bird has become an early practitioner of "fast fashion" in China.

Digging deep into the quintessence of fast fashion, Taiping bird relied on the virtual operation established earlier to win easily.

Today, there are more than 10 kinds of strong design power to create fashion, the fast cycle convergence of the whole industry and the efficiency of the hour calculation, the farthest to Mohe County in the northern border town. The latest shelves can be synchronized globally in 48 hours. Even in a short period of time, 6 subsidiaries, more than 10 popular brands, dozens of creative teams, more than 100 upstream suppliers and more than 2400 proprietary and joining sales outlets.

The Taiping bird deducts the word "fast" vividly.

While consumers are constantly exposed to new costumes, Taiping bird makes full use of the advantages of fast fashion and virtual management, and reduces the cost of products to the price of products, and draws a large number of loyal consumer groups with parity strategy.

For example, targeting 20 to 30 year old women in the fashion world.

The market is the best test stone.

The fast fashion of parity has made Taiping bird a great market benefit.

Following the "Innovation Award", Taiping bird won the "Marketing Award" in one fell swoop with its absolute advantage.

Virtual business, creative industry, fast fashion, Taiping bird model, which can be duplicated and irreplaceable, deserves to be a sample of the development of China's garment industry, and has constructed a new driving force for the brand development of garment industry at present (310328, fund).

Jumping out of the limitations of products and industries, using brand value and cultural innovation as weapons, we can pmit fashionable lifestyles to consumers and interpret the trend of Chinese culture.

Instead of selling products, they try to guide people to develop a richer and more fashionable sensory experience. Taiping bird has been using action to interpret the new value orientation of traditional clothing industry.