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Textile Product Development Award

2012/4/17 12:35:00 12

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Ningbo Taiping Bird Taiping Bird Dress Taiping Bird Dress

At the beginning of spring, the China Textile Economic Information Network and the textile and clothing weekly reporter, led by Liu Zhaoxiang, deputy director of the product development department of the national textile product development center, went to Ningbo, a beautiful and rich city in the south of the Yangtze River. It opened the 2011 Annual "China Textile Industry Federation product development award" research tour.

The purpose of the China Textile Industry Federation's product development award is to establish a pioneer brand for product development and promote industrial restructuring and upgrading.

The selection of awards will focus on the promotion role of product development and management innovation in developing new products and optimizing product structure, advocating market demand orientation, paying attention to low carbon economy and environmental protection, paying attention to resource integration, focusing on the industrialization application of advanced and applicable technology, and improving product value added and output value of new products, enhancing labor productivity and enhancing enterprise competitiveness.

The return visit after the selection is a further understanding of the awarding enterprises, as Liu Zhaoxiang deputy director said: "this is a trip to visit the research, we hope to know more about the needs and difficulties of enterprises, and then help enterprises to have greater improvement.

At the same time, we will make in-depth reports on the awarding enterprises, and promote their advanced management models and practices in the industry, thus promoting the integration and innovation and common progress of the industrial chain.

In April 6th, Taiping bird clothing company.

During the entire visit, we found that Taiping bird is a large brand clothing enterprise with a wide coverage and a complete product structure.

Taiping bird clothing, which represents Taiping bird clothing company's declaration of the 2011 Annual Product Development Award, is just one part of its huge industrial sector, one of the iceberg.

Optimize the complete industrial sector

Founded in 1995, Taiping bird has developed into a small workshop after less than twenty years of development.

Fashion ladies

Fashion, men's clothing, Lok Ting, Pagani, the castle and the magic of the 6 wholly owned subsidiary, the 7 major brand series, clothing is the main fashion designer clothing company with creativity, design and marketing as the main body.

The chief executive officer of Taiping bird fashion ladies Co., Ltd., general introduction: "at the beginning of the creation of the Pacific bird, men's clothing was the main form. After the pformation in the late 90s, the leisure Pacific bird was created.

In the 01 year, the women's clothing department was set up.

In the past 07 years, the men's clothing has undergone a great style adjustment, which tends to be younger and fashionable. At the same time, women's clothing also nurtured a new independent brand, Lok Ting, the birth of Lok Ting, adding another development route of Taiping bird.

In another 09 years, another new brand HP was launched, which is more mature in style than the newly created men's wear.

The brand of children's wear was introduced in 11 years.

And as a native of Taiping bird, the main line is the supermarket.

E-commerce is mainly based on the sale of old products, and the company will have further input in the future to enhance the sales of new products.

These plates form the large family of Pacific bird. However, with the continuous development of various brands and the development goals for the future, the European Union said: "every brand will become an excellent brand in the field, and through innovation, we will constantly meet the needs of consumers."

The road to better business

With the continuous improvement of information technology and the popularity of computer networks, e-commerce is in the stage of rapid development.

However, the management of clothing business is not optimistic, the management of each brand is uneven, and the industrial chain of e-commerce has exposed many problems and loopholes in this development.

Journalists believe that many big brands are involved in the field of electricity business. They still take a cautious attitude and do not take it as the main industry to promote their operation. In particular, they should take the road of branding, and think twice before doing so. This is a double-edged sword. If they do well, they will increase the popularity of the brand, and do bad, which will have a bad negative impact on the brand.

Taiping bird's electricity supplier strategy is very cautious. It is understood that the bird in the e-commerce sector is now mainly selling old products. For the future of the electricity supplier in Taiping bird, Europe always believes: "the electricity supplier will be a marketing mode, and the 24 hour continuous propaganda has its strong advantage.

Under the traditional mode of clothing operation of Taiping bird, the introduction of new products is carried out by electronic business providers to ensure that new products are conveyed to consumers in the fastest way.

No matter from the quality of products or the price of products, they should be consistent online and offline, so that consumers can experience the most efficient way of shopping.

The unique characteristics of Pacific bird

By the director of the design and development of the fashion women's dress of Taiping bird, Mr. Hong Yang Weihong, director of the design, is widely used in the product.

With direct outlets as the core outlets, all cities and towns in Beijing, Shanghai, Hangzhou, Nanjing and other cities will establish advantageous marketing bases in the first tier cities through the advantages of direct management, and provide business templates for many joining stores.

The stores are marked by direct shops and spread in two or three line cities.

Hong director said that opening a store is an important direction for Taiping bird. For brand positioning, it is committed to building Asia.

Fashion brand

The Pacific bird always insists on Asia and does not insist on European style. Asia will surely gather the eyes of the whole world in the future, and the market potential is huge.

Excellent brand value

Just in the eighth session

Chinese clothing brand

At the annual awards, Taiping bird won the value award in one fell swoop and became the only clothing company in Ningbo that won the highest award of the year.

According to the understanding of brand value, Europe always considers two points to consider: "first, from the perspective of consumption, the growth rate of comparable shops is a key data. It represents how much progress has been made in a brand operation, as well as the recognition degree of consumers to the brand, reflecting the ability of an enterprise.

Two is consumer information feedback, through the survey of consumers, understand the brand in the occupancy rate of consumers, according to the annual data accumulation, can well reflect the brand in the consumer's mind value.

From consumer cognition to actual consumption behavior, it can better reflect the growth of brand value.

According to a series of surveys, we predict and adjust the brand's future development goals.

Be vigilant in peace time

It is a good way for domestic and foreign brands to compete with one another and learn from each other.

Europe always said objectively: "the first goal of Taiping bird is to go beyond China, and then to open up the victory of overseas markets.

In the current environment, domestic brands are still at a disadvantage. We must face up to the current gap, find the way to fight back, tap their own advantages, adjust and integrate the overall business, optimize all aspects, so that consumers can feel the uniqueness of our brand.

Through a short visit and interview, we have a further understanding of Taiping bird, and the award of contribution is really worthy of the name. The successful road of such a brand is worth learning and drawing from many enterprises.