Taiping Bird: How To Finish The Brand Upgrading After Grasping The Main Consumer Of 90?

2015

The proportion of wireless mobile terminal pactions is 72%, "behind this figure means that the net purchase of Taiping bird, the proportion of young people increased significantly."

According to Weng Jianghong, general manager of Taiping bird electric business, "at present, the main consumer of Taiping bird has been completely younger, Taiping bird.

The age of the core positioning is about 26 years old.

The proportion of the consumer group accounted for 50% after 90, Lok chi (Taiping bird's girl dress brand), MATERIAL GIRL (American street girl brand), the two young people accounted for 90% of the consumer group, and the main consumer group of Mini Peace was also the hot mother of the 80's.

From May 10th to May 12th, the five major brands of Taiping bird's clothing were Taiping bird Menswear, Taiping bird dress, Lok Ting, MATERIAL GIRL, Mini Peace jointly launched the 20th anniversary celebration activities of Tmall (Tmall.com) and Juhuasuan (ju.taobao.com) jointly launched by Alibaba. Alipay turnover exceeded 32 million 80 thousand, of which 50% accounted for more than 90%.

How to complete the brand upgrading, consumption upgrading, and seize the main force of consumption after the 1990s, behind which is the accurate interpretation of young consumers and the content marketing in place.

"Take the 20th anniversary celebration activities from May 10th to May 12th as an example, from product to marketing, all articles on brand upgrading and consumption upgrading are adequate.

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Does the younger generation recognize "encouragement"?

The key words of the 20th anniversary celebration of several brands of Taiping bird are: encouragement.

The concept was put forward by a girl after 93.

"To start is to start from the heart."

The weak and incompetent "Internet" has been destroyed by the Internet.

Now, counselling is endowed with another meaning: from the bottom up to the heart, from the heart, that is, "follow your heart".

This new meaning is more in line with its nature of "encouragement and surprise."

When young people "follow their heart" and "do whatever they want", it is precisely when older people feel that young people begin to "encourage".

Do not take part in the college entrance examination, drop out of University, do not look for high paying jobs after graduation, travel in different years.

In short, everything challenges the values of the previous generation and abandons the traditional path of growth.

In the current society, the behavior of independence is regarded as "encouragement".

A more free "generation generation" can be regarded as a manifestation of social progress. It is based on social pluralism and family openness.

Product mix: conveying a youthful lifestyle

In the past, enterprises usually publicize the quality and characteristics of products directly, so that consumers can quickly understand and buy, thereby establishing consumers' awareness of brand names.

"Consumers will feel closer to enterprises after being" content marketing ".

A vivid and interesting brand story often allows the brand to speak and bring the brand from the cold material world to a vivid emotional field.

"On the layout of goods, at present, Taiping bird is trying to show people's character through storytelling, creating brand through story telling, conveying the connotation, culture and value of the brand," he said.

The 20th Anniversary Theme of this Taiping bird is "encouragement". It also focuses on the expression of young people's lifestyle.

Men's new uniforms, school uniforms and broken jeans, play a new generation of nostalgia and small rebellion.

Closely around the 90's consumption common label: differentiation (with the display of personality consumption demand); home life (pursuit of highly convenient consumption mode); connotation (story products can grasp the hearts of the 90s); entertainment Supremacy (entertainment entertainment essential).

Not only the flagship category will revolve around the most fashionable lifestyle of young people nowadays, but the choice of interactive prizes is also closely related to the lifestyle that young people like, from Disney tickets for men's wear to baseball caps in Lok Ting, and to extend the product language according to the hottest travel and most fashionable young sports.

It is reported that the combination of younger products and lifestyles has been tried for some time by Taiping bird, from the sale of cross-border sales of men's clothing and Disney, to create a younger fashion, to the exquisite house culture created by Lok Ting, which is about the way of life of young people.

"Then Lok Cho will cooperate with The Smurfs in pushing 520 girlfriends day. The theme is: good girlfriends, together with OOH LALA."

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Marketing Communication: young people, drink a bowl of black chicken soup

Alibaba group CEO Zhang Yong said at the "2016 business services ecosystem summit" that the electricity supplier has moved from operating goods to operating content, and then touches the crowd with content as a link to get consumers.

On this anniversary, Taiping bird also used content operations for social communication.

Weng Jianghong, general manager of Taiping bird electric business, introduced the 20th anniversary marketing activities of Taiping bird in three stages.

The first stage: mental creation, topic interpretation, and derivation of consumers' redefinition of "encouragement".

The second stage: interactive trend, using micro Amoy, micro-blog and WeChat to interact, and all brands under the line start to create an atmosphere around the topic of "counseling".

The third stage: the 20th anniversary anniversary theme is officially disclosed, and the main products are revealed.

　　在第一階段中，各個品牌圍繞自己的消費群體肖像提出個性宣言，男裝的“我不行，我慫”，女裝的“我不美，我慫”，樂町的“我不甜，我慫”，MATIERAL GIRL“我不潮，我慫”，Mini Peace童裝的“我不乖，我慫”，通過主題海報詮釋，然后延伸從心出發的現代人對“慫”的定義;在互動話題上，也用當代年輕人喜歡的互動黑話題，男裝的“男人聽到什么話會認慫”、女裝的“長得美到底有什么卵用”、樂町的“這些年被世界啪啪啪的事情”、MG“少女你做過什么男友力MAX”的事情、童裝“孩他爹帶娃的那點慫事”，均圍繞現代年輕人關注的熱詞和生活方式展開，在內容傳播上描繪出了各種場景下如何穿搭服飾，專門拍攝510大片，從入口圖、店招到模特展示圖形成視覺上的統一感，品牌的協調性得以顯現。

20th anniversary, inverse growth, under the line and under the force.

This year is 20th anniversary of the Taiping bird brand. On the Pacific bird online interactive topic, the dream of chasing a dream is launched. It's a topic that you want to do if you turn back 20 years.

At the annual meeting of 2016, Zhang Jiangping, chairman of Taiping bird, put forward the idea of "returning to the essence of Retailing in 2016".

In 2016, just 20th anniversary of the young enterprises, with their own steadfast and steadfast, with 20 years of deep plowing clothing retail heart, start again.

At the beginning of 2015, chairman Zhang Jiangping put forward "never forget the original intention, return to the essence of retail."

In 2015, Ningbo's Taiping bird fashion Limited by Share Ltd accumulated a total retail sales of 9 billion, an increase of over 16% over the previous year, and 28 million 530 thousand garments sold annually, equivalent to 1.8 pieces sold per second.

As of December 31, 2015, the number of employees nationwide reached 9940.

After years of brand positioning and incubation, Taiping bird's clothing sector has already formed a good trend of multi company, multi brand and multi series development, and constantly summarizes brand operation experience, and innovating according to market positioning.

At present, in addition to the two main brands of PEACEBIRD men's wear and PEACEBIRD women's clothing, the Taiping bird fashion stock also has children's Mini Peace, maiden brand Le macho, light luxury men's AMAZING PEACE, and the American street wind women's clothing brand MATERIAL GIRL, and recently shares the French high brand Alexis Mabille, extending to the high-end fashion line.