Lok Ting Is The Olive Branch Of Taiping Bird Clothing Matrix Thrown To Young People.

The online development of Lok Ting is quantified into three stages: 1. centered on traffic; 2. centered on goods; 3. centered on consumers.

Through data prediction and crowd change, combined with dynamic analysis of future trend, and

The correction of positioning will attract more diversified young consumers to upgrade their brands.

In the Shanghai World Expo Creative Park, neon lights are decorated on colorful acrylic boards, and the arch is spliced into irregular shapes in a row in the show.

Music with the lights together, cheerful and lightness of rhythm, so that the atmosphere of the show has heated up several degrees.

Models walking on muffin shoes and braided ox horn braided models wear the next season's new models, one by one passing through the archway, and the footsteps lash around.

Fewer birds in the Pacific bird Costume

The brand LED 'IN Lok Ting held the spring new product conference at the maiden show in 2017.

Huang Jingyu's appearance brought the climax of the show to a climax. He was wearing a series of new whale products, which he joined with Lok CHO, as the star of the next season's cooperation. He sat in the middle of the show, interacting with fans, surrounded by flash lights, causing a great sensation.

Huang Jingyu and

Blogger gogoboi

Lok Chi, a young brand incubated by local brands, has been playing a bold role in brand clusters.

Its spring ordering will reveal some signals: the new product conference is no longer limited to the participation of dealers only under the invitation of the line. Stars, live webcast, Shi Shangbo owners and fans have become the protagonists of this conference.

People's eyes are easily attracted by stage, star or new mobile social networking style, but they finally fall back to Lok ting. It is found that this brand of girl dress has quietly gone through 6 years with youthful vigor.

Yue Ting, the first Chinese girl brand, was born in 2008. As the four sub series of Taiping bird dress, it represents the image of youth and fashion.

After 2 years of hatching, the then Taiping bird dress deputy chief Yan Yan personally led the team (currently the general manager of Lok Ting Department), and pferred 30 women from the women's clothing team, responsible for design, operation, merchandise and procurement business, and became independent brands in the 68 Taiping bird's clothing store, and began the development of offline market.

Lok Ting, born in Taiping bird company, located 18 to 25 years old city girl, is the third brands of Taiping bird dress and Taiping bird menswear. It is complementary to the two brand combination adult group and the price brand tier. It is a new brand in the echelon.

The Taiping bird brand was founded in 1996, and has established a certain brand influence for the birth of Lok ting.

According to Euro report, Taiping bird ranked fifth in China's mid-range casual wear market in 2015, with a market share of 3.5%.

According to the IPO application submitted by Taiping bird company, as of December 31, 2015, the company had 509 designers.

The company has a strong R & D capability, with an average annual development of over 8000 new products, enabling the company's brand to implement new rhythm on high frequency products, ensuring that retail stores will produce new products every 1 to 2 weeks, and maintain the freshness and fashion of store products.

Brand base and product capability provide the foundation for the development of Lok ting.

At the same time, the sweet brand image of the Japanese department, established by Lok Ting, was a clear-cut stand to highlight the brand image. At that time, the same type of brand competition in China was not obvious.

According to the application form of IPO, the operating income of Lok ting in 2013, 2014, and 2015 was 490 million yuan, 640 million yuan and 780 million yuan respectively, the compound growth rate was 25.70%, and the gross profit growth rate reached 27.63%.

In contrast, the composite growth rate of Taiping bird clothing in the past three years was 26.24%.

The base of Lok Ting is relatively small, but the pace of development closely follows the pace of the core brand of the company.

According to the application form of IPO, the direct income of Taiping bird company (including online and offline) in 2015 accounted for 52.34% of the main business income of the brand clothing business, 45.64% of its affiliate revenue and 2.02% of its agent sales revenue.

The number of stores in Lok Cho in 2013, 2014, and 2015 was 622, 620 and 696 respectively.

The channel expansion strategy of the parent company has been extended, and Lok Ting has also implemented the channel strategy of "direct operation and franchising, supplemented by agents".

For the sales network including franchised stores and agencies, the flat management mode of small area and network format is implemented, and the authorization of franchisees and agents is refined to small districts in cities and counties.

In an interview with costumes, Yan Chee, the brand leader of Lok Ting, stressed that "Lok Ting is a brand of all channel development."

Such brand positioning requires Lok ting to maintain its ability to develop rapidly and operate at a high speed and maintain market keen acuity.

The electricity supplier channel is one of the important sales channels of Lok ting. It brings more consumers' information and interaction with consumers, and enables the brand to carry out a more interesting attempt.

In 2015, double 11, lochting rushed to the top ten of Tmall's women's clothing with more than 90 million of its performance, becoming a hot brand in the dark horse posture.

Today, the online business of Lok Cho has accounted for 20% of annual sales and maintained an annual growth rate of 50%.

The online team of Lok Ting was established in 2010.

In 2012, the vertical management was focused on brand. The core team consisted of more than 80 people, including products, operations, graphic design, member research, and offline teams sharing vision, logistics and basic support departments.

Weng Jianghong, director of Taiping bird electric business, has described the development path of the company's electric business with "jumping away from comfort zone".

Relying on this background, Zhou Chen, director of the electrical industry of Lok Ting, has quantified the online development of Lok ting into three stages: 1. takes traffic as the center; 2. regards goods as the center; and 3. regards consumers as the center.

At the beginning of {page_break}, Lok Chai electric business focused on selling inventory products, and at this stage, familiar with the rhythm of online development, training team and accumulating fans.

Through this sales volume, we can effectively handle the over season goods for the brand, improve the cash flow of the company and optimize the structure of the goods.

At the same time, offline stores can focus on new product sales, enhance customer experience and brand image.

After setting up a certain capacity of traffic operation, Lok Ting began to try out the development of online special contributions, and the product department and the offline area were separately designed and produced independently.

Group cargo capacity tests the team, from product structure, product mix, baby goods details page, pricing and other aspects of continuous improvement.

In 2015, online special contributions reached the peak of R & D.

In 2016, the new line was gradually launched.

While selling off season goods, the electronic commerce department is actively trying to sell new products for the new season. The price of new products is consistent with the physical stores. This provides a new growth point for the development of the electricity supplier and lays the foundation for the development of the whole channel.

In recent years, online channels, taking Tmall as an example, have begun to pay attention to the post-90s market, and advocate personalized and content oriented brand development.

The electricity supplier is an effective complement to the offline sales mode, but Zhou stressed that the development of online has been developing from the pursuit of goods to the service consumers.

The label of mainstream consumers comes from Lok Chi's past sales data and third party research reports.

In 2015, 80% of the Lok Chai people were born after 90. This group has a strong interest in labels such as Meng, Zhai, and so on. They show that they like baking, pets, personalized pursuit, and not like crash shirts.

Lok Cho applied the characteristics of these captured people to product development.

First of all, in the early stage of product development, it is working with research institutions in Japan and France. The color and fabric selection of products are prepared according to the prevailing market information.

Second, roll production with the characteristics of online sales.

The original one-time order method is changed to batches production, and the production rhythm is formulated according to the consumption situation, so that the production can be quickly compensated and the production cycle reaches 15 days.

For example, the early spring series jointly with Huang Jingyu in 2017 designed the production and production control within a month, so as to buy it.

When the product capability is verified, when the homogenization product competition becomes fierce, who knows the consumers better, and timely respond to the products and enhance the personalized service experience, can better embrace the future market.

The establishment of Lok Ting is an olive branch thrown from the Taiping bird dress matrix to the young people.

Just like finding Huang Jingyu's joint series, Lok Ting is behind a group of 90 girls.

Their age ranges from 92 to 98 years. It is a new consumer group with distinct personality and aesthetic independence.

In order to seize this crowd, Lok Ting should maintain the ability to drive the tide and make the trend.

Products are directly pmitted to consumers to reflect the brand image.

From the perspective of products, the designer of the Lok Chuk line recalled that when he entered Lok ting in 2011, the product image was dominated by the brand image of Japanese girls, and gradually moved closer to the cutting-edge, fashion and internationalization.

This change has been identified since 2015. Through data forecast and crowd change, combined with the dynamic analysis of the future trend and the revision of brand positioning, we attract more diversified young consumers to upgrade the brand.

A series of reforms revolve around brand upgrading.

1. on the product, the design extends 3 Series in the original Japanese style. They are the sweet and lightweight TIBI series, the romantic modern love series and the trend street COOL series.

Different series of basic funds ratio is different, sweet and lightweight TIBI series has more proportion of foundation, and love and COOL series are relatively low.

The average ratio of basic funds and image funds is two to one.

2., visually, a relatively simple Japanese image has gradually pformed into a diversified and mainstream brand image.

For example, in model selection, the interaction between outward mode and the international supermodel is changed from the pure Xin Wei model film.

In early 2016, Lok Ting changed the original LOGO image. The new visual identity successfully made LOGO correspond to the fashionable color of the season, which was more consistent with the brand changeable and bright girl image.

In order to make the brand image of fresh blood circulation, Lok Cho designer frozen products for example.

First of all, we should keep a clear understanding of the needs of consumers, standardize online research and offline research, and control the overall market and make timely feedback.

Secondly, after the end of each season, designers and buyers will visit different sales areas throughout the country to participate in specific research.

At the same time, it will continue to cooperate with professional advisory bodies in order to change the consumption groups of different age groups, and update brand positioning every two years.

Ding Wangkan, Minister of brand image of Lok Chai, believes that in the current fierce market competition, simply relying on "product talk" has been unable to stereoscopic display the brand image to consumers. Therefore, the role of brand marketing has become increasingly prominent.

As for Lok Ting, the choice of a better display platform, the promotion of topic promotion activities, and the planning of influential marketing events have become the direction of brand marketing.

For example, in the joint series with Huang Jingyu, with the theme of "star joint name + see buy" topic, micro-blog discussed the reading volume exceeded 100 million, which played a good topic to stimulate sales and detonate the brand and spread the brand two times.

In 2016, Taiping bird officially launched a content marketing strategy. According to the consumer groups and products, Lok Ting, a more active and flexible youth, was the first brand of tasting.

According to Zhou Chen, director of Lok Ting, the content marketing of Lok Chai is launched around IP cooperation, celebrity endorsement, theme shooting, social media, video and live broadcast.

Among them, IP cooperation has become a more mature model in Lok Cho's content marketing.

For example, The Smurfs, Dora A dream IP cooperation, combined with products, through social media, APP or self media to spread.