Taiping Bird Dress CEO Ollie: Enjoy The Fun Of Fashion

Mr. olim, chief executive officer of Ningbo Taiping bird fashion ladies Ltd., CEO, gave an exclusive interview with him to talk about the development of the garment industry.

Under the downward pressure of the economy, the trend of domestic garment industry slowdown is more and more obvious, but Ningbo Taiping bird fashion apparel Limited by Share Ltd has achieved sustainable growth.

Let's listen to the Taiping bird.

What's your view on the development?

Reporter: in the last year,

What are the new trends?

Ollie: at present, there are 6 brands of Pacific bird. We have recombed and positioned these brands this year.

Because last year, we formulated a development mission: "enjoy the fun of fashion", so "fashion" and "enjoy" became very important keywords of Taiping bird clothing. Through repositioning and sorting, our brand became more compact.

Reporter: now there are many clothing companies run by many brands, some want to integrate all the sub brands, others are more clearly combing the relationship among different brands, and how do Taiping birds deal with their brand relationship?

Oli Min: what we do first is to understand the space and positioning of each brand. Since the brand exists, we must have the unique reason and significance of brand existence.

There are three latitudes in combing the brand: one is fashion, one is price, and the other is the age of target consumers.

In this three-dimensional space, we give every brand a detailed positioning, we do not want to see the positioning of the two brands is very close, so that we will compete for resources.

On this basis, we will then consider whether brands can operate independently and consider how they can be interdependent. For example, in information sharing, the general managers of various departments, including designers, developers, salesmen and communication between functional departments, should consider this.

Therefore, the relationship between each brand of Taiping bird is first independent, and then the sharing of resources between each other is considered.

Now, there is a trend of gathering stores in the market. Of course, we do not object to open a store, but I think the store must operate from the perspective of consumers, rather than pack them all together from the perspective of brand.

In a flagship store of Taiping bird, the male and female attire of the Pacific bird can open a collection store, but other brands, such as Lok Ting, are not suitable.

Reporter: how can we pass the judgement of the Taiping bird to the industry and the future accurately?

Ollie: we have a win-win relationship with distributors. We think dealers are very important partners in the whole channel.

This year, Taiping bird has made several major activities, including the concept show of visual creativity.

Spending so much energy on show is to let dealers understand the brand's judgement of the future.

We are also conveying these ideas in the training of ordering and clothing dealers.

In addition, we are also trying to innovate, for example, let dealers participate in our company's expansion activities, let everyone know that the growth power of Pacific bird comes from them.

Reporter: in the first half of the year, the international fast fashion brand earnings showed that their global business grew faster, but the consistently optimistic domestic market did not perform well. What do you think of it?

Changes in performance and their impact on domestic brands?

Ollie: I think China's fashion industry will face more and more challenges in the future. This is just like domestic sports brands meet Nike and Adidas challenges in the past few years.

Of course, the market concentration of sports brands is higher, and the market share of leading brands will be higher.

Before ZARA and H&M entered the Chinese market, the domestic brands did not meet the real competitors.

Without stepping into the global competition pattern, everyone is enjoying a healthy life.

But now the market has changed. Fast fashion brands have been growing very fast in China these years.

Ten years later, China's middle class will become richer and the younger generation will become more internationalized. China's fashion brands must be more fashionable, younger and internationalized.

Of course, there will be some small brands to fill the gap in the market segments, but the big trend will not change.

In addition, the import tariffs on clothing products will be lower and lower, and the advantage of international brands will be greater.

After the emergence of cross-border e-commerce platform, international brands do not even sell entities to sell goods to consumers' homes.

So, I think the competition in the future is the competition of "Throats", it is "fight for meat", it will be very tragic.

The future is definitely the survival of the fittest, not necessarily the survival of the strong.

From a long-term perspective, I think the winner of the future must be Chinese. In the future, we must have a global vision and the most fashionable Chinese brand to win the hearts of Chinese consumers.

Reporter: do you think the time is ripe for traditional brands to intervene in O2O? How do Taiping bird plan to take this road?

Ollie: first of all, we agree that the whole channel must be an important direction for the future development of enterprises. Therefore, we need to explore this road earlier. The sooner we intervene, the easier it will bring greater value.

Under the banner of Taiping, some brands have tried the whole channel in Ningbo's direct outlets, but there is no special mature experience to share with you.

The purpose of our whole channel is mainly to enable consumers to benefit and make his shopping more convenient and enjoyable.

Reporter: it is understood that Taiping bird has built a logistics center in Cixi, Ningbo, and began trial operation last year. What changes did it bring to the supply chain upgrading of Taiping bird?

Oli Min: at present, all B2C shipments of our electricity suppliers are all out of the logistics center.

In addition, we will gradually pfer the B2B outlet to franchisees.

Next year, all brands can be shipped directly from Cixi logistics center.

The logistics center has just been awarded the title of "China's five star warehouse" and "China's warehousing service gold medal enterprise" by the China Warehousing Association and the general warehouse rating committee of China.

In terms of logistics and pportation, we are also looking for large companies to work together to solve the pportation speed of logistics routes and feeder lines and the so-called "last mile problem".

The professional logistics field is not within our investment scope, so we will optimize the social resources to do this together.

Our own logistics center is mainly to meet the needs of logistics and distribution efficiency after the development of enterprises. In the past, all our brands were doing their own logistics, and the cost was higher.

Therefore, we began to do the overall logistics planning 4 years ago. At present, through the Cixi logistics base and the cooperation with Shun Feng, Taiping bird has solved the problem of the distribution of peak futures products to a great extent.

This is very important for our future sustainable development.

Last year, "double eleven", our newly launched logistics center reached a maximum daily output of 180 thousand, which was unthinkable in the past.