How Does The Pacific Bird Fly High Against The Wind?

The days of clothing companies have not been very good for the past two years, but the days of Zhang Jiangping, chairman of Taiping bird, are getting on like a duck to water: the company's retail sales amounted to 9 billion yuan last year, and its number of stores reached 3794; the compound annual growth rate was 24.13% between 2013 and 2015, and the net profit compound annual growth rate was 59%.

Zhang Jiangping, an apprentice from the clothing factory, smiled and said, "that's because we firmly clung to the two Chinese richest men."

One is to follow Wang Jianlin online to Wanda shop, and to open 500 new businesses this year. The two is to follow the development of online economy.

At present, there are 3794 stores of Taiping bird, and more than 4000 new products are launched each year, which is equivalent to 10 new clothes per day. This renewal speed is the top level in the national garment enterprises.

"If you see a bird's clothing today, you can't find it after a week. This is the speed of the Taiping bird's dress."

Zhang Jiangping was quite complacent.

The SFC approved the first application of 13 enterprises, and the Ningbo Taiping bird fashion dress Limited by Share Ltd finally can have a round of listing dream since 2013.

For Zhang Jiangping, who was born in the rural area of Ningbo in 1967, when he graduated from junior high school, he became an apprentice in the clothing factory.

In 1989, Zhang Jiangping, who jumped from town run enterprises to clothing enterprises in the county, resigned from the "big collective" work that everyone envied, and borrowed 2000 yuan to set up a stall.

In the age of extreme shortage of material, the shortage of supply is the normal market condition, especially the clothing industry that has just come out of the blue, white and tricolor.

As long as we dare to produce and produce, dare to stand and sell, we will be able to make a fire.

Three years later, Zhang Jiangping and his brother used the borrowed 20 thousand yuan to set up the dream dice garment factory, with 6 sewing machines and seven or eight workers.

The younger generation is responsible for production management. Zhang Jiangping and his family are watching the trend in Shanghai, Shenzhen and other open cities. The production is driven by small batch, multi brand and new styles, and the distribution channels are distributed throughout the province.

Soon, the number of counters he had increased from 1 to dozens, and completed the original accumulation.

In 1996, Zhang Jiangping decided to build his own brand and registered the "Taiping bird" trademark.

The new factory building and 8 million advertising fee - the total investment of this year is as high as 30 million yuan.

At this time, the clothing industry has begun to develop professionally. The king of shirt, the king of suits and the king of trousers have sprung up everywhere.

In Ningbo, all clothing brands are the main men's clothing without exception.

In order to avoid the positive confrontation with YOUNGOR, Shanshan and other mature brands, Zhang Jiangping embarked on the leisure men's line, and won the market space for the new Taiping bird.

However, the 1997 Asian financial crisis gave Zhang Jiangping a head start.

At that time, Taiping bird was still a traditional heavy asset management mode. It invested heavily in production, factories, land and markets, and had no money to borrow money to do so.

Because of the bad market, banks began to reduce loans.

Zhang Jiangping recalls that in the whole year of 1998, "during the day, I basically did not have the time to work, almost every day between the banks, only to get more loan funds, not to let the company collapse, only in the evening can handle the matter at hand.

When there is no way out, it will sell off fixed assets such as plant and equipment, and use the funds to invest and sell channels.

I sold a lot of belongings and mortgaged part of the property, but it was still not enough. What could I do? I had to go out to find friends and relatives to borrow money.

It's not a day for people to live. I still feel that the boss is really not good at that.

This is the first time that we have experienced the economic downturn and the market downturn.

At that time, I almost fell down. Every time I talked about the experience, I felt very sad and miserable.

The dilemma forced Zhang Jiangping to change.

"At that time, we thought it was very simple: capital is so tight, and manufacturing is going to occupy so much part, so many garment processing enterprises are not working enough. Why can't we try to outsource some of our production and make it processed by others? Is the international sports brand Nike and Adidas a successful precedent?"

As a result, Taiping bird has stepped out of the first step in the pformation to the virtual business mode, from simple production and sales to brand, design and marketing as the main business.

"In 2000, the Pacific bird finally passed through the most difficult year. Through the sale of factories and outsourcing of production, we gradually pformed into a light asset business."

One day, ten new ladies' speed.

Zhang Jiangping, who has run away from danger, has again considered new problems.

Around 2000, casual men's wear has been popular throughout the country, and this famous brand of Fujian has appeared.

Make women's clothes! This is his new train of thought.

It is more difficult to do than men's clothing, and competition is more intense. This is the industry consensus.

Although Ningbo is a famous clothing city, there is no competitive advantage and market position of women's clothing, less professional designers and lack of local experience.

The industry is skeptical of Zhang Jiangping's decision.

He spent tens of millions of yuan to import complete sets of equipment from Italy, Germany, Japan and other countries, hi-tech fashion design and R & D personnel, and set up a design and research team with the Central Academy of Arts and crafts, Donghua University and other universities, set up a fashion research and design center in Shenzhen, and thoroughly understood the market demand.

In 2004, Zhang Jiangping implemented intensive marketing mode.

He opened 9 women's wear shops in one of the most prosperous and fashionable Tianyi Square in Ningbo, one of which is two thousand square meters of women's wear flagship store. This mode is the first in China.

Consumers can see a Pacific bird shop every few tens of meters.

The move is very unusual and violates the tradition.

However, rising performance is enough to prove that Zhang Jiangping is right.

At present, there are 3794 stores of Taiping bird, and more than 4000 new products are launched each year, which is equivalent to 10 new clothes per day. This renewal speed is the top level in the national garment enterprises.

"If you see a bird's clothing today, you can't find it after a week. This is the speed of the Taiping bird's dress."

Zhang Jiangping was quite complacent.

Today, in Ningbo Yinzhou Wanda Plaza, the collection of the latest collection of Pacific bird is a lot of shops.

This is the first store that Taiping bird has opened in Wanda Plaza. Today, its performance is among the best in the Pacific bird shop of Wanda Plaza.

Another force came from Ma Yun's Taobao sales.

"For the first time in 2008, the electricity supplier was only 2 million yuan a year. Last year, the turnover of double eleven was 383 million. This year double eleven was 615 million, and the growth of our e-commerce side was explosive.

Among them, Taiping bird menswear ranked 245 million in men's clothing category with sales volume of $third; girls' brand Lok Ting performance was strong, single day sales exceeded 165 million, and women's clothing category fourth; Taiping bird's clothing also entered the billion club for the first time with 119 million success; Minipeace (children's wear) and MaterialGirl (American street girl wind) sales were 36 million yuan and 29 million yuan within 24 hours, all over last year's results, and wireless terminal pactions accounted for more than 91%.

It can be said that the electricity supplier has combined with the urban complex, Street store and department store to achieve the "four wheel drive" of Taiping bird.

With the "after 90" and "95 after" as the main consumer, Taiping and Ali also have a large part of the common customer base.

According to the disclosure, Taiping bird will carry out a series of fashion entertainment cooperation with ALI music in the future, and Ali music will provide personalized shop music solutions for Taiping bird, such as the Taiping bird theme song will start in Ali music, and the future Taiping bird will also access the whole entertainment system of Ali planet.

Taiping bird retail sales amounted to 9 billion yuan last year, and Wang Jianlin, the richest man in the first richest place, has contributed a lot.

By the end of last year, Taiping bird had set up 330 stores in Wanda Plaza across the country, with a retail sales of nearly 1 billion yuan per year.

With the deepening of cooperation, there will be about 130 new stores in the Wanda Plaza this year, with a total number of 500 stores and annual sales of 2 billion yuan.

Zhang Jiangping has set down the 5 year plan of Taiping bird: the retail sales amount to 20 billion yuan, and the stores will reach 6000 at a net annual increase of 400. In the domestic market of the mid-range casual wear, he has to make the top three.

For more information, please pay attention to the world clothing shoes and hats net report.