The Pacific Bird Wants To Find New Growth Points.

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The Ningbo Taiping bird group (hereinafter referred to as the "Taiping bird") is heading for a new business block, home textile industry.

Transfer "fast fashion"

It is the "fast fashion" representative enterprise in the clothing industry. The clothing market reaches 9000 each year, and the "fast fashion virtual joint" brand clothing development mode is established.

Over the past 3 years, the average annual sales volume of Taiping bird has increased by 40%. In 2011, the company's revenue reached 6 billion 800 million yuan.

Sales revenue reached 3 billion 222 million yuan in the first half of this year, an increase of 15% over the same period last year.

Though viewed from the scale of revenue, Taiping bird has become the top 10 in the domestic garment enterprises. However, compared with the other two Zhejiang clothing enterprises 002269.SZ and 002563.SZ, the performance of Taiping bird is not so eye-catching.

In 2011, the United States achieved 9 billion 940 million yuan in revenue, an increase of 33% over the same period last year, and a 21% increase in the main business revenue in the first half of 2012.

The total revenue of Semir clothing in 2011 was 7 billion 760 million yuan, an increase of 23.44% over 2010.

No matter scale or performance growth, Taiping bird still has room for growth.

In the second half of last year, Taiping bird launched the "Taiping bird nest" program and began to "

"Copied to the household products industry.

At present, Taiping bird's home store opens a store in Ningbo Century Oriental Commercial Plaza. It plans to build 5 stores and 1 flagship stores in Ningbo, Wanda Plaza, Tianyi Plaza and Raffles square this year.

It will open to 30 stores next year, mainly in East China, such as Zhejiang and Anhui.

Taiping bird yesterday said to the first financial daily that under the premise that the economic fundamentals at home and abroad have not yet improved, Taiping bird group hopes that household products can become a breakthrough for the sustainable development of enterprises and become a new profit growth point of Taiping bird group.

At present, Taiping bird's home plate business scope is to manage R & D, design, sales and brand operation of fashion home products, and open online e-commerce brand "soon home".

Taiping bird has long been involved in other fields outside the clothing industry.

For example, with the "road crowd" brand as the core, the vehicle plate composed of "road public car" and "road public car trade city" is one of the three major industrial plates of Taiping bird.

It is estimated that by 2015, the total number of outlets will reach 50, and the annual revenue will exceed 3 billion yuan.

The "road crowd Trade City" is a vehicle paction, inspection, pfer, matching business as a whole of second-hand car trading, comprehensive information exchange service platform.

In response, Taiping bird said in its official website that the strategic goal is to diversify the development of home culture, automobile trade and business investment.

The company will implement the channel strategy of "three dimensional development of land, sea and sea" (land, that is, traditional entity shops, empty space, electronic shopping online, sea, that is, future overseas market), and ensure that every year effective outlets increase by 300. By the end of 2015, it is expected that the group will achieve a goal of exceeding 18 billion yuan in sales revenue and realize the successful listing of the main garment plate business.

Home prospects

In fact, clothing companies have already had a precedent for entering the home market, and Japanese MUJI has adopted this mode. Spain ZARA also opened a store of ZARA HOME, and deployed the first tier cities in China last October; even luxury brand VERSACE also had VERSACE HOME design brand.

ZARA has always been a benchmarking company for Taiping.

So far, Taiping bird has sent a team to ZARA headquarters for three consecutive years to learn and communicate.

According to the plan, by 2015, the team of Taiping bird's designers will reach 300 people, launching 10000 new clothes every year, and the clothing sales volume is expected to exceed 10 billion yuan.

However, since the first half of this year, the overall growth rate of the home textile industry has slowed down. From the situation of several leading enterprises in the home textile industry, we can see that there is a negative growth in Meng Jie home textiles and a slight increase in the home textile industry. Only the fuanna family has maintained an increase of more than 20% and a profit growth rate of nearly 30%.

Looking at other home textile enterprises, whether scale or qualification, compared with Ningbo's Bo Yang, Vico and other home textile giants, the just started Taiping bird has a long way to go.

A textile industry visitor who visited the Taiping bird home store told reporters: "Taiping bird's home shop still has its own characteristics. Its design sense is strong, and its style and color are very eye-catching.

However, the whole home textile industry dominated by home textiles has been stagnant for a long time, and the shop operators have been able to catch up with each other. They can rely on capital support at the beginning, but if the environment continues to slump, I am afraid this direction is difficult to become a new growth point for enterprises, but a new drag.