Why Did Taiping Bird Smash 350 Million Stores?

In recent years, because of the sluggish industry, tradition

Enterprises are in constant condition.

However, Taiping bird group, a local clothing company in Zhejiang, has been enjoying a successful life in recent years. The total retail sales last year exceeded 9 billion yuan, and sold 1.8 clothes every second on average.

On average, we sell 1.8 clothes per second. This year, we have smashed 3.5 billion stores.

20 years ago, the Taiping bird started with men's wear. Apart from the traditional fashion men's wear, it has launched white collar fashion dress brands such as Taiping bird dress, girl dress brand Lok Ting, street girl's MATERIAL GIRL and children's wear Mini peace, and light luxury men's AMAZING PEACE.

Last year, "double 11", after the first minute of zero point, the sales volume of Taiping's major brands reached 1 hundred million. Finally, with 383 million yuan of sales, it won the first place in the whole net domestic clothing brand, which is equivalent to selling 14 clothes on average per second.

Zhang Jiangping, chairman of Taiping bird group, said that with the 80 and 90's becoming the main consumer, Taiping bird is constantly following the trend and changing the market strategy.

Besides developing more young fashion brands, Taiping bird also has many interactions with young people.

For example, stepping into the music industry from the fashion industry, so that clothes can not only be seen and worn, but also "listen".

"The future will be a series of fashion entertainment cooperation with ALI music, Sina entertainment and other channels."

Zhang Jiangping revealed.

Besides development

The layout of the Taiping bird line is also overweight.

By the end of 2015, the number of shops under Taiping bird line had reached 3794.

Zhang Jiangping revealed that the Taiping bird will invest 350 million yuan this year and increase its store to 500 or so on Wanda platform.

At the same time, it will try to move the large collection shop with 1000-2000 square meters into Wanda.

Among them, the Zara model will be used to combine children's wear and men's wear, hoping to achieve 2 billion yuan sales.

At present, Taiping bird has formed a comprehensive "four wheel drive" channel layout for electric business, urban complex, Street store and department store.

according to

The latest data released in 2015 achieved an operating income of 5 billion 900 million yuan, an increase of 18.09% over the same period last year. The retail sales of e-commerce business reached 1 billion 100 million yuan, accounting for 12% of the total retail sales of brand clothing, and the annual compound growth rate reached 65% in 2013 to 2015.

Among them, women's clothing retail sales exceeded 3 billion 500 million yuan, and men's retail sales exceeded 2 billion 700 million yuan.

On average, 24 new items are added daily.

Breaking into the world's top fashion circles

In addition to following the trend of young people, Taiping bird's view is becoming more and more internationalized in recent years. It is also one of the few garment enterprises that break into the world's top fashion circles.

In 2013, Taiping bird joined the Iconix company in the United States to establish a joint venture, which is responsible for the distribution of MATERIAL GIRL brand (co founded with Madonna) in China. Last year, it joined the French advanced custom brand Alexis Mabille, becoming the first Chinese apparel company to participate in the formal membership of the French high level custom Fashion Association.

Alexis Mabille, the creative director of the French high definition brand, graduated from the Paris High Fashion Association College and worked for the top fashion brands such as Dior and Yves Saint Laurent (Eve Szentloran) for over 10 years.

In the view of the industry, although China's capital has been in frequent breakthroughs in recent years, mergers and acquisitions in Europe and the United States are still a minority.

In the upcoming 2016 autumn and winter series, Taiping bird menswear will again cooperate with the famous florist Thierry Boutemy.

Taiping bird has devoted its efforts to design and research and development.

Over the years, Taiping bird has recruited the best designers in China to join forces with fashion design institutes such as France and the United Kingdom.

At present, there are more than 500 designers, and more than 8000 new products have been put into the market last year, equivalent to 24 new products on the shelves every day.

More shop than shop.

Industry downturn, traditional clothing brands have been pformed

In contrast, in recent years, domestic garment enterprises have generally fallen into recession.

According to the recently released clothing brand performance report, the most profitable fast fashion brands last year fell down: net profit fell by 55% in the first half of the company, which was the worst in five years. H&M's net profit fell 30% in the first quarter, and GAP net profit fell 33%.

Like international fast fashion brands, the domestic brand clothing enterprises are in a difficult position.

From the first quarter earnings reports released by many garment enterprises, such as red beans, YOUNGOR, Semir, Mei ya, and seven wolves, only 3 of 8 well-known garment enterprises achieved double growth in operating income and profits.

According to the Southern Metropolis Daily, there are 71 new retail outlets in 2016, closing 148 retail terminals. As at the end of the first quarter of this year, YOUNGOR has dropped 35 sales outlets compared with the beginning of the year, 12 new outlets and 23 outlets, and 28 new stores, but 44.

In the past 20 years, Taiping bird has been sticking to the garment industry. However, because of the overall downturn of the garment industry, many garment enterprises have to seek new profit growth points through business pformation.

For example, YOUNGOR group, a local clothing company based on men's clothing, has been investing heavily in Zhejiang in recent years.

In addition to investing in real estate and new energy, investment in the capital market is also thrived.

In recent years, another local clothing brand, Shanshan Group, has shifted its main battlefield to new energy and new materials.