The Pacific Bird Is Becoming More "Younger" Thanks To Super Marketing.

"Consumers have changed, forcing us to do the iteration and upgrading of products, and the corresponding promotional activities, channels and ways of expression also need to make changes."

Zou Qian, director of corporate image planning, said in an interview, "we did not say that we should deliberately lighten marketing at a certain time node last year, but our team quickly responded to the changes in the process of contacting with consumers."

With the upgrading of consumption and the rise of consumption power of the millennial generation, especially the strong entry of some foreign brands, China's clothing market has entered a new era of intensified competition, more mature and more international and diversified.

In this new era, in addition to the excellent products of the enterprises, how to cater to the increasingly mature and changeable consumption habits of consumers and pform them seamlessly into sales.

Nowadays, how to adopt effective marketing strategy has also been mentioned at an unprecedented level.

Zhang Jiangping, chairman of Taiping bird, said at the scene of last year's brand 20th anniversary celebration: "in the era of Pan entertainment, the relationship between fashion and entertainment is inseparable."

This also explains why it frequently crossover music, from inviting gold medals to Mo Yanlin's creation of the theme song of Taiping bird, to the following "Bird Man Music Festival" and then to a series of fashion entertainment cooperation.

It is reported that "bird bird Music Festival" is the first entertainment marketing mode of Taiping bird in the domestic clothing industry. Although it rained on the day, nearly 10000 people poured into the golf course with an area of 1800 square meters.

They call themselves "bird people" and voluntarily pay for bird culture.

On the basis of enjoying the music festival brought by Taiping bird, it also actively consumed the bird bird edition Disney created by Taiping bird at the scene.

If music marketing is a protracted war, the net red economy is more like a marketing tool that requires immediate response.

Taiping bird also perceived the power of the net red. When it opened its Wuhan store, it invited YOHO, GRIL styling director and fashion stylist FIL Xiao Bai to wear live broadcast.

FIL live broadcast

At the same time, in order to promote other brand names, Taiping bird also adopted a young young lineup.

It employs many international supermodels as brand endorsements, many of which have shot flat Natalie Westling for Prada, Tom Ford, Dior, Tiffany and other brands, Ruth Ruth of Saint Laurent and Burberry advertising films, as well as new generation supermodels, He Cong, Wang Xinyu and so on.

Cross boundary and actively look for new species.

"In fact, whether it is the net red economy or the future development of other new species, we will find ways to cooperate with our brand tonality according to our own situation."

Zou Qian said, "cross boundary is the demand of product iteration.

When we first crossed the border with Disney, the current Pepsi cooperation series is also based on our existing product base, and then looking for something more fun to graft on the brand, and ultimately produce the chemical effect of 1+1>2.

At that time, PEACEBIRD, Disney and fashion designer Han Han fire jointly created the PEACEBIRD MEN 16Spring Disney authorized cooperation series exclusive sale in Tmall, most of the single products sold out only during the pre-sale period.

You know, this is the first attempt of PEACEBIRD to cross the border and cooperate with classic IP.

And then, under the Pacific bird's banner.

Transboundary The Smurfs, in last year's "Tmall 520 girlfriends Festival", the cross-border single product started in Tmall, completed sales performance of 8 million 388 thousand.

Among them, The Smurfs products sold more than 20 thousand, interactive topic reading volume totaled over 5 million, evaluation of over 10 thousand, more than 20 thousand points.

This is also for the children's car racing series, the women's wear designer's series of Pepsi series, the men's weird duck series, the Emoji series of women's wear, and the men's portrait T-SHIRT - the red singer's poke Troye Sivan series, the Huang Jingyu cooperation series of Lok Ting, and so on, which laid the foundation for exposure and final liquidation on social platforms including micro-blog, WeChat, micro Tao and popular app.

Children's car racing series

Women's designer co operation Pepsi series

Men's duck series

When asked about whether or not the Taiping bird had changed the designer in the upgrading of the consumer group, Zou Qian said that he had not changed it, but the company had always attached great importance to the design and development team, and they would frequently investigate the domestic market and investigate the global fashion city.

At the same time, Taiping bird also hired a well-known French clothing consulting agency MLC and stylist designers for fashion trend and edition design training.

According to its 2016 earnings report, R & D expenditure increased by 27.92% over the same period last year, to 81 million 804 thousand and 600 yuan.

In Zou Qian's view, what young people like at the moment is still the focus of chasing.

In the future, the Pacific bird will continue to be the voice of the new generation.

But it also said that when the time is ripe, it will not rule out the extension and expansion of its own brand through capital operation.

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