Taiping Bird Clothing 20Th Anniversary How To Counter Attack? Fully Usher In "Integration Of The Times"

Taiping bird clothing 20th anniversary: fully usher in the "fusion of the times"

In the era of integration and interaction, how can we do a good job in retail addition? Taiping bird, a fashion brand retailer, handed out the answer in its "20th anniversary media conference": consumer centered, interacting with consumers, and making full scale iteration in products, channels and marketing.

"Taiping bird has a perfect product gradient. It has 25-35 age oriented white-collar fashion dress brands: Taiping bird dress and Pacific bird Menswear," sweet, elegant, vibrant "girl's brand, MATERIAL GIRL and fashion cute.

Mini peace and light luxury men's AMAZING PEACE.

Multi brand operation, integrate more consumers, integrate into more fashionable life scenes, and integrate more fashion solutions.

Like young champions, we are more open to the community to serve our industry, stores and consumers.

Zhang Jiangping, chairman of Taiping bird group and Ningbo Pacific bird fashion dress Limited by Share Ltd, said.

Integration of products: reverse growth and new consumer groups

How to accomplish the change of consumers and break the inherent impression of the new consumer groups? The three words of "reverse growth" describe the change: from product design and development, commodity planning to flexible supply chain, the design and development are integrated into young people's activities.

Taiping bird pays more attention to the trend of young people. In June this year, Shanghai Disneyland will officially open, and the cooperation between Taiping bird and Disney will play a new role in attracting new ideas and attract supporters who belong to different camps.

Taiping bird brings Disney's DNA to fashion lovers, and invites Han Huo Huo, a fashion designer, to participate in the design and personal interpretation. This is the first time Han Han Huo participated in the design of a dress.

On the one hand, the image of Disney, which is deeply rooted in the hearts of the people, can arouse many consumers' childhood memories; and more importantly, some of the derivatives of Disney will reach a consumer hot spot. The cross-border cooperation has successfully reached the expansion of the border and attracted more consumers with different personalities and tastes of consumption at that time. Disney

In addition, Taiping bird adhered to fashion DNA and worked with more international fashion resources. In addition to participating in the French high-end custom brand Alexis Mabille, in the upcoming 2016 autumn and winter series, Taiping bird menswear and famous florist Thierry Boutemy cooperate to explain a more simple and natural state of clothing through its unique spatial perspective, giving clothing a new life.

Thierry Boutemy has worked with famous designers and brands such as Lanvin, Dries Van Noten, Viktor&Rolf and Dior.

Channel integration era: zero time lag fashion reaction, exploration of main terminal form

By the end of 2015, Taiping bird had a number of outlets under 3794 stores, and the marketing network covered 31 provinces and autonomous regions. The terminal form covered all kinds of retail formats such as street stores, department stores and shopping centers, and formed an all-round "four wheel drive" channel advantage of electric business, urban complex, street stores and department stores.

Street shops and department stores are

The traditional sales channel, the retail sales of Taiping Bird Street store and department store continued to grow steadily in 2015, and the proportion of sales remained stable. The shopping center suddenly sprung up. When Taiping bird changed greatly in the retail business format, the retail sales in the shopping center increased from 484 million 330 thousand yuan in 2012 to 1 billion 931 million 470 thousand yuan in 2015, with an average annual compound growth rate of 58.6%. Taiping bird actively developed the electricity supplier business. In 2015, the retail sales of e-commerce reached 1 billion 100 million yuan, accounting for 12% of the total retail sales of brand clothing, and the compound growth rate of 2013 to 2015 was 65% per year.

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In 2015 double eleven, the five major brands of the day broke through 383 million yuan sales, compared to 2014's double eleven single day turnover of 260 million, an increase of 47.3% over the same period, of which the Pacific bird's single brand reached 194 million yuan. Over 24 hours, more than 70 million consumers became Taiping bird users, with an average sale of 14 clothes per second, and wireless terminal pactions accounted for more than 80%.

It is reported that Taiping bird is trying to cross the border electricity supplier. The online business has gone ahead of the country step by step, and the future is full of imagination.

The development of e-commerce is behind the powerful support of 500 million of the first five star logistics of the first garment industry in China. The most advanced garment logistics base in China is showing its charm to the line of customer experience with a more humanized customer experience.

In the future, Taiping bird is committed to building the whole channel. The online and offline lines will be sold at the same price, allowing the marketing scheme based on real consumer data to help improve the penetration of new products.

At the same time, the background supply chain solution helps to achieve the best delivery experience, the shortest delivery path and the optimal inventory management.

At the same time, Taiping bird will seize the retail source, and will also focus on the exploration of the main terminal form.

It is reported that Taiping bird will form strategic cooperation with Wanda Group, the largest commercial real estate company in the world. The first batch of shops will open in good quality Wanda Plaza.

How to build these collection stores? Zhang Jiangping said: "with a certain concept and style as the main line, we select the product lines that are in line with the theme of many brands of Taiping bird. They will be displayed and sold in the same store, with brand selection and merchandise matching, to facilitate consumers to choose and purchase, and to meet the needs of consumers with personalized services.

This will be a brand new cultural space for gathering the fashion of life and fashion.

Under the banner of Taiping bird, we have gathered many brands to enable our collection shop to provide personalized fashion solutions for every young person pursuing fashion so that everyone can enjoy the fashion.

The era of marketing integration: creating entertainment labels, innovating fashion and entertainment presentation mode

With 80 and 90's becoming the main consumer, brand owners are following the trend and changing.

Towards the entertainment commercial "show" field.

This Taiping bird and young people have more interaction, from the fashion industry into the music industry, so that clothes can not only see and wear, but also "listen."

In the 20th anniversary media conference of "fusion bird, Pacific bird," revealed that the future will be a series of fashion entertainment cooperation with ALI music, Sina entertainment and other channels.

At the press conference, we also announced the theme song of the Taiping bird, which is about to be launched. The fusion era of PEACEBIRD not only integrates the "heart" into the heart, but also sticks to the "let everyone enjoy the fun of fashion".

It is revealed that Ali music will not only become the first platform for the theme song of Taiping bird, but also provide personalized solutions to store music for Taiping bird.

Zhang Jiangping said: "in the era of Pan entertainment, the relationship between fashion and entertainment is inseparable.

With the upgrading of the consumer products of the Pacific bird products, we will play the music industry across the border and invite the gold medals to produce Mo Yanlin's theme song.

"To enable young people to combine music with passion and fashion, to understand the brand new products in this new way, will enrich the interpretation of Taiping bird brand by young consumers."

A live guest said.