Selling 1.8 Pacific Birds Per Second To Break The Traditional Retail Gap

In 2015, operating income reached 5 billion 900 million yuan, up 18.09% over the same period last year, of which the electricity business reached 1 billion 100 million yuan, accounting for 12% of the total retail sales of brand clothing.

By the end of last year, the number of stores under the line had grown to 3794, while online results were equally remarkable. Last year, on the double eleven Carnival day, the sales volume was 383 million yuan, winning the title of the whole network domestic clothing brand.

In the depressed environment of the retail industry, is this "pcript" excellent or unbelievable? This pcript comes from Zhejiang.

Ningbo Taiping bird fashion dress Limited by Share Ltd.

Behind these high-profile data is the brand's "four wheel drive" channel layout, which is mainly formed by electricity supplier, urban complex, Street store and department store after 20 years of sharpening.

This "bird" breaks the traditional retail low curse by "fast".

Since the founding of the brand in 1996, Taiping bird is just 20 years old.

In other traditional clothing retail brands high inventory, a large number of reduced stores or even caught in the "closed shop tide" at the same time, this Zhejiang "bird" is playing the wind and water -- last year, Taiping bird company realized business income of 5 billion 900 million yuan, an increase of 18.09% over the same period, of which, the company's women's clothing retail sales exceeded 3 billion 500 million yuan, men's retail sales exceeded 2 billion 700 million yuan.

This means that on average, every 1.8 seconds, the Pacific bird sells its clothes.

In the view of Zhang Jiangping, chairman of Taiping bird, the reason why we can break the curse of "traditional retail is in a low ebb" is precisely because of one word: quick!

"I think the opportunity is fair at the moment. Before making a franchisee wholesale, setting up a brand, and then putting some ads to CCTV, you can make money.

Now that opportunity is gone, business is bound to become more and more difficult in the future.

Why is China's business renewing so fast? In fact, consumers are changing fast. All changes in business are revolutions around consumers.

If consumers do not change when they change, this means that their painful stage has not yet arrived and will die even worse in the next few years.

Chairman Zhang Jiangping said.

In 2001, the Taiping bird, which originally only made men's clothing, sniffed the demand of the women's clothing brand market, and increased the women's wear product line.

In the big context, it was a "first crab eating" experience.

But obviously, Zhang Jiangping's intuition and the firm efforts of the whole company have been rewarded satisfactorily. After the initial loss, now the women's products of Taiping bird have surpassed men's clothing.

In 2008, another turning point.

At that time, online shopping was just emerging, and Zhang Jiangping decided to lead the Pacific bird into the field of e-commerce.

At the same time, he repositioned the brand of Taiping bird's Menswear, and cut off the old casual clothes and changed it into a fashionable fashion strong menswear.

It is precisely because of this one step forward chess, making the Pacific bird in the aftermath of the big business attack almost no impact, but contrarian growth.

2010, at other families

When the fast fashion fads come out, the Taiping bird begins to plan the "four wheel drive" full network full channel sales mode.

The four wheels are department stores, street stores, large complexes and electricity suppliers.

The most representative is cooperation with Wanda.

It is reported that the sales of Taiping bird in Wanda Plaza last year amounted to several billion.

This year, according to Zhang Jiangping, Taiping bird will also set up a large collection store which sells both children's wear, men's wear and women's clothing, and will make the concept of "integration" of the brand be the ultimate.

Net red economic entertainment marketing

Invite Han fire to design Disney series clothing

At the 20 year old birthday party, Taiping bird put forward a word "fusion".

It means that brands are increasingly committed to integrating traditional retail and e-commerce channels and cross boundary integration among different industries.

Last year, the business team of Lok Ting, under the Pacific bird's banner, planned a series of activities focusing on the "house culture" of college students during the double 11 period. Tauping men's clothing featured the theme of "JUST ONE", and invited consumers to show their gestures on the popular App little coffee show. Finally, they won the prize through the praise of points, and the reading volume reached the highest level of 46 million 90 thousand.

The most popular net red economy now was a successful attempt at the end of last year: the Korean fashion designer Han Han fire designed the Disney series.

Behind the significance of these integration, in the view of chairman Zhang Jiangping, it is actually a return to the essence of retailing.

"The integration of the new era is actually based on the Internet, guided by new consumption demand, and constantly making breakthroughs in business mode innovation, thus reconstructing the supply chain system, achieving the goal of reducing costs and enhancing efficiency, and ultimately creating value for consumers."

Zhang Jiangping said.

But integration does not mean lack of concentration.

On the one hand, Taiping bird is a low-end French high-end custom brand Alexis Mabille. It has become the first Chinese apparel company to participate in the formal membership business of the French custom Fashion Association. On the other hand, Taiping bird always insists on doing fashionable clothes well because "an enterprise, if the boss can not settle down to work, then his employees will not be able to settle down."