What Are The Effective Marketing Strategies Adopted By Taiping Bird For Its Brand Positioning?

At present, our country

The consumer market has entered a new era of increasingly fierce competition, internationalization and diversification.

Clothing companies also adopt traditional marketing strategies, such as

Celebrity endorsement, mass advertising, fashion show, dealer development, and strengthening sales promotion, etc., it is difficult to resolve the huge inventory pressure and channel pressure caused by homogenization.

Ningbo Taiping bird dress Group Co., Ltd. (hereinafter referred to as)

It is in this competitive situation that integrating resources, re positioning the brand and adopting effective marketing strategies have achieved obvious results.

Dislocation competition and active attack market

Taiping bird clothing Group Co., Ltd. was founded in 1989. The "Taiping bird" brand was founded in 1995. Now it has formed a modern enterprise group with diversified development and specialized operation based on investment, holding and development as the leader, fashion industry as the goal, brand as the banner, fashion and casual dress as the main body and industry as the basis.

Since 1996, Taiping bird has been ranked the national garment industry sales revenue and profits of 200 strong units. Since 2000, it has been ranked among the top 100 enterprises in Ningbo, the top 100 private enterprises in Zhejiang and the 500 private enterprises in China. The "Taiping bird" brand has been awarded "China famous brand" and "China famous trademark" successively. In 2009, it achieved operating income of 3 billion 960 million yuan, the sales scale ranked the top 10 of the national garment enterprises, and 2010 was awarded the top 100 Ningbo enterprises (thirteenth) and Ningbo comprehensive hundred (thirty-sixth).

The rapid development of Taiping bird is because he adopted the strategy of "dislocation competition" and integrated the idea of innovation into the soul of an enterprise.

With the strategy of "dislocation competition", Taiping bird can always take the initiative and take the initiative in the market competition.

In 90s of last century, when men's suits were on the March, Taiping bird introduced the concept of men's casual clothes innovatively. In the outfit of men's clothing in Ningbo, Taiping bird pioneered its own brand of fashionable casual women's clothing. When many enterprises in the same industry started to expand their production base, Taiping bird adopted the "fast fashion and virtual development" mode, and the business efficiency increased significantly.

Narrowing the market and looking for "blue sea" for women's clothing

From the international clothing market situation, women's clothing and men's clothing are often more varied, more fashionable elements and fashion colors, and the market development is more complete.

Because of the gradual opening up of the domestic garment market, it shows more and more vitality.

The women's clothing market is an attractive big cake, and brand competition has entered the era of segmentation.

China business information statistics show that in 2008, sales of women's clothing in major department stores increased by 23.1% over the previous year, and women's clothing accounted for nearly 40% of the total clothing sales in the whole year.

In the past, women's clothing in China was a large market and small brand industry. Women's clothing consumption had the phenomenon of heavy style rather than brand, but in recent years, this situation has changed a lot.

With the increase of "white collar" women, their brand consumption demand is increasing day by day, and they are stepping into brand consumption from random consumption and emotional consumption.

The competition of women's wear market in China is fierce. At present, the competition between styles and prices has entered a new era of segmentation.

In the past, the products of a clothing company covered several ages of consumers, and one piece of clothing could wear from 20 to 40 years old. Nowadays, this age positioning method is not only gradually replaced by a more refined and more professional positioning method, but also for the consumer groups with specific living environment and income level, while maintaining uniform style, the clothing version is further improved according to the characteristics of women of different ages.

Taiping bird takes "reason, simplicity, leisure and fashion" as its design style. The consumer positioning is a fashionable professional woman with a distinctive personality of 25~35 years old. The price positioning is 240 yuan for spring clothes, 180 yuan for summer wear, 280 yuan for autumn wear, and 400 yuan for winter wear. This way, the market segmentation is relatively narrow, and the consumer groups are more focused and targeted.

In terms of fabric, style, theme and so on, Taiping bird always emphasizes the theme "what to do and who to do."

In some enterprises, women's clothing coverage is very wide, including consumers of all ages.

In fact, the narrower the positioning of women's clothing, the higher the market share.

Create private brand and occupy the domestic market

Ningbo has the advantage of port, and the industrial economy is mainly oriented, and the clothing industry is no exception.

For example, Xiangshan County, famous for its OEM, is a famous knitting city.

In 2008, the export value of more than 1000 knitting enterprises in the county reached 6 billion 700 million yuan, an increase of 8% over the same period last year, of which 660 million of self operated exports increased by 32.5% over the same period last year.

Xiangshan County Jue street has 400 knitting enterprises. In 2008, foreign trade sales volume was 4 billion yuan, of which 80% came from foreign trade OEM processing orders.

The OEM is commissioned by foreign businessmen to provide trademark and sample clothing, specify the fabric, size, style, color and other production processes, and deliver on time.

This production mode has been in the history of Jue brook for more than 20 years.

However, as the international market is changing, the domestic market has been affected by it. The drawback rate of foreign trade export, the price rise of cotton, the shortage of knitting raw and auxiliary materials, the rising price and the rising labor cost have led to the low export of garment export.

No brand, no initiative, no competitiveness, it is difficult to resist the strong wind waves in the international clothing market.

It is the goal of many garment enterprises to produce their own brand clothes, display their own demeanor and win market place.

Taiping bird has always adhered to the strategy of "self brand" and "domestic market". In the context of the global financial crisis and the shrinking of foreign markets, Taiping has shown its unique advantages and vitality.

In recent years, Taiping bird clothing products have maintained the rapid growth of 40%~50%, and there are more than 1000 national marketing networks.

Recently, the "magic fashion" BtoC online shopping plaza has formed a new marketing network structure of "entity shop + shop", which lays the foundation for further development of the market.

In the face of the global financial crisis, Taiping bird still insists on promoting women's clothing brand, taking domestic sales as the leading factor, taking both internal and external markets, and upgrading the products to develop new markets.

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Strengthen the brand image display of the store

The key to affecting consumers' purchase is brand appeal, and the most direct and effective tool to enhance brand appeal is terminal visual image.

In fact, the first thing consumers feel when they enter a store is the overall image of the store and the atmosphere they create.

Many world-class clothing brands attach great importance to the atmosphere of selling stores.

The clothes broke away from the entity and entered the state of drama and emotion: the space design of the hardware is the stage, the shop assistants and models are the performers, the consumers are the spectators, and the clothes are left behind and become part of the scenery or props on the stage.

Consumer shopping is the atmosphere created by this space, and clothing seems to be an extra gift.

This is an era of consumerism and experiential popularity.

What consumers buy is clothing, but what they really pursue is the inner world, emotional language and individual image of clothing.

Clothing retailers should pay attention to the trend of experience economy, convey new life concepts to consumers, and create memorable shopping experiences for them.

Taiping bird dress not only displays and sells images in Hangzhou and Ningbo, but also sets up more than 600 chain stores in other cities.

With the persistence of the cultural connotation of the brand for many years, the Taiping bird shows not only a fashion brand, but also a perceptual and fashionable life attitude. It is not only the pronoun of the Taiping bird, but also the dream of the young and fashionable woman who is eager to succeed in the workplace.

Implementing virtual management and increasing production outsourcing

At the end of the last century, the Pacific bird began to implement the "virtual operation". It faced the Asian financial crisis in 1997 when the company faced a great opportunity for rapid development and ready to expand its production scale.

The adjustment of the national economic development policy and the tightening of monetary policy have brought great pressure to the company's capital chain and have undergone great tests.

At the time, on the one hand, the company's funds were tight enough to meet the needs of expanding production scale and funds. On the other hand, the garment industry cluster in Ningbo was relatively perfect. Although many garment processing enterprises were around, they were all in critical condition and under construction.

Why don't we try to outsource some of our production and get it processed by others? So Taiping bird stepped out of the first step towards the virtual business model.

After initial success, we have summarized, improved and perfected step by step, and gradually separated the non core businesses such as logistics, and finally formed a more perfect virtual management mode.

The brand of Taiping bird clothing was created through virtual operation.

The company's subsidiary company, "Taiping bird fashion dress Co., Ltd." was founded in September 2001 to design and develop fashionable women's wear products.

The company has set up a R & D center in Donghua University and Shenzhen, and has stepped into the field of women's clothing from the perspective of improving women's design and development capabilities.

Through the "two pronged approach", the research and development ability of women's clothing has been improved rapidly, and the products have been popular since the launch of the market. Meanwhile, through the experience of duplication and pplantation of men's wear market channels, women's clothing has gone through many twists and turns, and women's clothing business has been developing rapidly.

At present, Taiping bird clothing business has become one of the most important business segments of the company. Its annual sales increased from 20 million yuan in 2002 to 600 million yuan in 2008. The annual sales performance of single store increased by more than 50% and the old shop at 30%.

At present, the company has more than 600 stores in the country, and has self owned stores in major provincial capitals, such as Hangzhou, Hefei, Nanchang, Xi'an, Taiyuan, Zhengzhou and Chengdu. It has set up an independent monopoly hall in major shopping malls throughout the country, forming a three-dimensional and omnidirectional sales mode.

Insisting on cultivating the core competitiveness of fashion design

Design is just as important as brand, and is at the top of the apparel industry chain.

With the continuous improvement of the level of design industrialization, the garment industry is pforming from low value-added labor intensive to high value-added creative design.

Without good design, there will be no good brand; if we master the design, we will grasp the forefront and high-end of the industrial chain.

When the profit margins of foundries are getting thinner, garment enterprises must attach importance to design.

In the development of women's clothing, Taiping bird has recognized the key role of R & D power in a fashion garment enterprise.

On the one hand, the company continues to increase investment in brand clothing, enhance the comprehensive ability of clothing brand, R & D, marketing, industrial chain integration and so on. On the other hand, it persists in adhering to the creative idea of "design driven brand development", and maintains the advantage of product design by establishing a design company or platform abroad, or even acquiring relevant foreign design institutes.

Channel strategy for implementing the three dimensional development of sea, land and air

Taiping bird carries out the channel strategy of "sea, land and air" three dimensional development (sea, that is, future overseas market; land, that is, traditional entity shops; empty, namely online shopping), to ensure that every year 300 outlets are added, and at the same time, the international first-class stars will be launched as brand endorsers to further enhance the influence and reputation of Taiping bird brand in the fashion industry, thus achieving the near future goal of the first fashion clothing brand in China.

By fighting the weakness of the whole industry, we can solve the problem of the design ability and marketing lag of the industry, and enhance the comprehensive ability of the enterprises in the process and achieve new development.

The decision of "alternative management" made the Taiping bird again sublimate.

The long-term goal of Taiping bird is to continue to strengthen cooperation with internationally renowned fashion designers or agencies, vigorously develop and enhance the design team's strength, continue to accelerate the integration of upstream and downstream resources of the industry chain, and will be rich in the latest international trend elements, and at the same time, meet the needs of consumers, deliver products to the target consumer groups at the fastest speed and the most reasonable price, and contribute to advocating fashion lifestyle and improving people's quality of life.