Taiping Bird Zhang Jiangping: How To Achieve The Goal Of 20 Billion Yuan In 3 Years?

The road of pformation is destined to be difficult.

Chairman Zhang Jiangping is determined to be firm. "We will shut out the old consumer groups unless they change with us."

Domestic dress

The massive pformation and upgrading are taking place.

Compared to the rising ones

Brand, the local men's wear brand market still has great potential for development, which is attracting the attention of major apparel groups.

According to the world clothing and shoe net, as early as in 1995, the Ningbo Pacific bird fashion dress Limited by Share Ltd, which has laid the men's market, has now become the second most famous brand clothing group in China.

In the past two years, Taiping bird clothing has attracted the attention of the industry and the pursuit of consumers through its active young pformation. The PEACEBIRD of the group's women's clothing brand is regarded as the most radical brand in the domestic pformation because it aims directly at the potential group after 95.

With the increasingly fierce competition in the women's clothing market, the brand matrix has become the universalization strategy of the domestic apparel group. These groups are beginning to turn their attention to the men's wear market which is not so competitive but has huge market potential.

The early layout of the market's Pacific bird is taking advantage of this opportunity to further play its inherent advantages.

Tonight, the PEACEBIRD MEN of Taiping bird's menswear brand held the 10th anniversary big show of PEACEBIRD MEN pformation in Shanghai Yu de Yao Museum of art.

The new series released by the show is the theme of "Work in Progress", presenting a new series of suits and shirts as the core products.

However, in the open white theme show, the final appearance is not a uniform suit, but a street style style, but also a series of men's wear with positive elements.

The slack knitted sweater, Baseball Jacket and loose fitting suit cater to the trend of the uniform of international men's wear brands, which opens a more comfortable way of dressing for men's wear.

From the design point of view, the whole series is the result of upgrading and upgrading. It is also a tribute to the early days of brand creation.

The picture is the 10th anniversary big show in the PEACEBIRD MEN pformation of the men's clothing brand under the Taiping bird's flag

Ten years ago, the positioning of PEACEBIRD MEN was uniformed.

The formal dress style complied with the domestic market at that time, but Zhang Jiangping, chairman of the group, told reporters that the competition of the traditional commercial men's wear market has been very intense since 2008, and the development space is very limited.

Since then, PEACEBIRD MEN has been braking in time, abandoning all traditional models and officially opening the road of pformation.

This road is destined to be difficult. "We will shut out the old consumer groups unless they change with us."

Men's market cake is still big.

China's men's wear industry is the product of the shift of menswear manufacturing industry in Europe and the United States at the beginning.

Like most of the beginning of Chinese clothing brand, Chinese men's wear brands initially rely on processing and manufacturing for primitive capital accumulation.

From then on, Chinese consumers began to have the habit of wearing business men's clothing, thus forming the "Zhejiang style" men's clothing industrial cluster in Jiangsu, Zhejiang and Shanghai provinces, the "Fujian style" men's clothing industrial cluster in Southeast Fujian, and the men's clothing industrial cluster in the Pearl River Delta region.

Among them, Zhejiang, Ningbo and other places to produce business dress as long.

Taiping bird clothing in Ningbo is beginning to layout men's clothing market in such an industrial environment.

Wang Mingfeng, general manager of PEACEBIRD MEN, said that PEACEBIRD MEN was actually founded in 1995. It is one of the core brands of Taiping bird. After making the decision to pform in 2008, the group abandoned the original market base, re established PEACEBIRD MEN, turned to more energetic young consumer groups such as 85 and 90, and injected new vitality into the brand.

Today's PEACEBIRD MEN, under the leadership of the younger team, takes the youth subculture as a clue, not only to inject young fashion into the brand, but also redefine the fashion trend of PEACEBIRD MEN through a series of cross-border cooperation.

At present, the main consumer groups of the brand are urban males aged 25 to 30, who own Collection and Casual series respectively.

The picture shows Li Yuchun, who is attending the show.

PEACEBIRD MEN has been growing rapidly in recent years, and has entered the club of 2 billion yuan as early as 2015.

According to the Taiping bird prospectus and financial data, the number of PEACEBIRD MEN stores was 950, 1089, 1139 and 1196 at the end of 2013, the end of 2014, the end of 2015 and the end of 2016, respectively. The operating income in 2013, 2014, 2015 and 2016 were 1 billion 440 million yuan, 1 billion 800 million yuan, 2 billion 80 million yuan and 2 billion 80 million yuan respectively.

At present, the Chinese men's wear industry has entered the era of brand competition as the core. Male consumers and women consumers also value the brand's fashion taste and brand appeal when choosing clothes.

According to the analysis, the development trend of men's clothing industry will extend to three directions: practicality, quality and personalization.

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Pictured Zhang Jiangping, chairman of Taiping bird and Wang Mingfeng, general manager of PEACEBIRD MEN, interviewed by reporters.

Reporter: in the face of women's clothing market and men's wear market, what's the difference between Taiping's strategy?

Zhang Jiangping: for the pursuit of youth, I think every generation is the same. Whether men's clothing or women's wear, the consumers of this generation and the consumers of the next generation are pursuing new trends and new directions. Therefore, the pformation of Taiping birds and men's clothing is basically synchronous. Our whole group has been pforming and upgrading step by step and planned, making some fashionable products that conform to the contemporary and front-line young people. This is a very important common goal for us.

Reporter: Recently, many domestic brands in the layout of men's wear market, how do you view this phenomenon? What do you think of the future of this market?

Wang Mingfeng: if we look at this problem at a higher level, I think the competition in men's clothing market is far less competitive than that in the women's clothing market.

In China, the development of women's clothing market is far higher than that of male clothing market.

The most obvious phenomenon is that when you walk into a department store, it is basically two floors for women's clothing, one floor for men's clothing, and even this layer will be half divided into sports brands. So there is still great potential and space for China's men's wear market to wait for us to dig.

Therefore, more and more clothing brands are willing to invest and develop men's clothing, which is a good thing for PEACEBIRD MEN.

As the saying goes, a brand can not become a market, and the one hundred brand is the market. Therefore, as a practitioner of this industry, I welcome more domestic men's wear brands. Only in this way can the market be formed.

Zhang Jiangping: there will be progress if there is competition. There is no future in keeping with the fruits that have been achieved. DNA has always insisted on "no innovation, just waiting for death". This is also the key factor that Taiping bird can always follow the progress of the times and continue to develop.

So today's PEACEBIRD MEN and PEACEBIRD MEN ten years ago will be very different. Now it's a ten year node. We will continue to innovate on the existing basis and maintain the brand's vitality.

More importantly, we are not just changing products, the whole brand is also changing, including the marketing concepts, channels and patterns behind are also constantly upgrading.

This will form a linkage effect to help the group forward.

So at present, Taiping bird can still maintain the leading position in the industry because we have never forgotten the essence and have been leading the whole Chinese apparel industry forward.

Comprehensive youth oriented domestic men's clothing is ushering in innovative nodes

Youth is the trend of the global fashion industry.

With the growth of Gucci, with the new creative director stepping into the new chapter of Dior, to the trend culture pioneer Supreme, and the Mansur Gavriel of minority literature and art, the target group of design is shifting to younger, and even since its birth, it has been playing the flagship of youth culture.

In China, the most stressed young is not the emerging brand, but rather the Taiping bird that consumers already know.

For the decision of PEACEBIRD MEN to become younger, Wang Mingfeng said that the financial crisis in 2008 was both a challenge and an opportunity for the brand. At that time, the whole industry environment was in a critical period of alternation between new and old consumer groups, and it was also the best time to find emerging markets and lock in emerging people.

From the initial 70, 80, to 85 and 90 in 2008, and then to 90 and 95 now, PEACEBIRD MEN always takes the lead in every step of being younger.

Reporter: the competition is fierce in the young market. How will the Taiping bird show the difference of its brand?

Zhang Jiangping: in fact, our Taiping bird women's clothes and men's clothes are about the same age position, all are the core consumers between the 27 and 28 years old, so the pace of our youth between these two brands is basically the same.

At the same time, we also have three other brands for different market segments. These brands will further differentiate and differentiate for different classes and ages.

Reporter: youth has become the future trend of the fashion industry. Taiping bird is also actively changing to younger. But directly targeting the market after 95, is not afraid of losing the original customer group? How to deal with it?

Wang Mingfeng: this problem is actually very simple. The brand is just like a container, and the consumer has come in and out. Although we are talking about 95 today, we feel very advanced, but in fact, it is not ahead of schedule. After 95, the nominal age of this year is 23 years old. This group will soon become the main consumer.

Therefore, as a brand, we should not only focus on the present but also the future.

So after hugging 95, a brand that wants to have long-term development must do it. It will be late when the consumer group really becomes the main force in the market.

As for the original customer group, I think it is difficult to distinguish people's needs simply by age. As the chairman said, everyone's love for fashion and pursuit are common. Maybe things will be different in a certain stage. So what Taiping bird wants to do is to provide consumers with the most suitable choice at the right node. We will study the unique needs and lifestyles of consumers among different age groups, but they will not exaggerate the two consumer groups after 90 and 95. This is impossible.

Zhang Jiangping: actually, PEACEBIRD MEN was originally founded in 1996. It used to be a traditional business man's suit, such as shirts and Western-style clothes.

But by the year 2008, we realized that the competition in this market segment was very intense, and the development space was very limited. So we stopped in time, determined to abandon the original traditional mode, and shut out the original consumer groups unless they changed with us.

In order to make more radical changes, we launched a new young team. Wang Mingfeng was 27 years old. In the final analysis, we dare to abandon the original foundation because we have enough confidence and courage. Wang Mingfeng is also able to get the responsibility of reforming PEACEBIRD MEN at the age of 27 because he has enough courage.

With the efforts of this brand new, young and capable team, PEACEBIRD MEN, which is the leading fashion and bright brand, was born.

So in 2008, PEACEBIRD MEN is a rebirth node, and now it is a new ten year. PEACEBIRD MEN will also have a brand-new leap.

Reporter: what is the biggest challenge that the brand style has encountered in the process of approaching the young people? How can we persuade the two or three line city dealers to believe that the brand will predict the market? Because the upgrading of brand image requires the understanding and cooperation of the dealers. If they do not cooperate with them, how will they keep the original consumer groups?

Wang Mingfeng: actually this problem exists, but the impact is not so great. After all, Taiping bird has been struggling for 20 years in fashion dress field, and has its own experience and accumulation in consumer and market trend judgement. Therefore, accurate prediction of market demand can be said to be one of our core strengths.

From a geographical perspective, the Chinese market is vast, so most brands in China will be agent system, regional weather and cultural differences are huge, so we and the chairman has always insisted that every place must have its own position, will not rely too much on agents and distributors, at present, we have 50% of the stores are self operated, that is, not to stimulate growth by discount, but to our own original intention to layout in various markets.

So in our view, since the agents have chosen us, they must accept the concept, culture and content of our brand. At this point, agents are in a cooperative relationship with us rather than antagonism, so this problem is not difficult to solve.

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No brand can always be evergreen, and the brand matrix will become an important strategy.

Nowadays, multi brand matrix has become the prevailing strategy of domestic apparel group, and Taiping bird is no exception.

In the past 20 years, its 5 brands have formed a stable ladder of multi age and whole category, forming a recyclable ecological chain in the group.

In addition, Zhang Jiangping told reporters that the group will expand the home and underwear market in the future, but the positioning will continue to adhere to the public fashion, high-end or light luxury category temporarily, because the latter is not the advantage of Taiping bird.

No brand can always be evergreen, and the brand matrix will become an important strategy.

Reporter: the Taiping bird, which owns 5 brands, has formed three core brands, emerging brands and newly established brands with different development gradients and reasonable brand combinations. It has the potential and advantages of rolling development. Is there any new M & a plan in the future?

Zhang Jiangping: to be honest, the acquisition of new brands is a plan we have always had. It is also our dream.

But the fact is, it's easy for you to buy a brand, but it's hard to keep it growing up.

There is no shortage of brands that can be acquired or acquired in China, but there is not much in terms of development potential and space.

So before we decide to buy a brand, we must first understand and be prepared.

So compared to takeover, Taiping bird focuses more on recruiting and training brand talents, and at the same time, it needs to make the foundation of the existing brand more solid.

When PEACEBIRD MEN takes the lead and the foundation is more stable, it will further cultivate and incubate new brands.

Because for a listed company, we are not short of money. In terms of channels, Taiping bird has more than 4000 stores nationwide, and 10% of its share is not a problem, but the talent factor is crucial.

But one thing, if we don't buy it, we must be influential if we want to buy it. We will not do the same brand or worse brand than the existing brand, because it is unnecessary.

Reporter: now Taiping bird has three categories of men's clothing, women's wear and children's clothing. Will we consider entering into new fields in the future? For example, make-up, home and so on.

Zhang Jiangping: I think that includes home, the other is underwear market, China's market in this area still has a large gap, and sports fashion is also our next consideration, because it is all related to fashion.

Taiping bird will choose the direction of expansion based on the platform of fashion, that is, the market is broader, not high-end or light luxury, because this is not our strong point.

3 year goal 20 billion

Not long ago, Zhang Jiangping announced that Tmall would join in the new retail strategy cooperation, and announced that it would sell 20 billion yuan in 3 years.

Some analysts believe that the cooperation between Taiping bird and Tmall shows the greater ambition of the Pacific bird for the online market and overseas market.

Taiping bird, which has been listed on A shares, is only one step away from being the first fashion group to surpass Hai Lan's home.

Reporter: Recently, Taiping bird joined Tmall in the new retail strategic cooperation. It means that the news that sales reached 20 billion yuan in 3 years has become a hot topic in the industry. What specific measures will be adopted by Taiping bird to achieve this goal?

Zhang Jiangping: in this "sea going plan", we are the main force, we will first exert our strength on overseas Chinese, because the products of Taiping bird, whether they are editions or styles, including fashion trends, are still popular among Chinese consumers, so we will enter the overseas market with this gap.

Secondly, Alibaba has a very complete and efficient logistics system, so that our overseas sales costs and logistics costs will drop, so that we will go out of the profit margins will be greater.

The third is to make use of Alibaba's overseas payment network. If Taiping bird itself goes abroad, overseas operations, including payment, will be a difficult problem. But now with the support of Alibaba Alipay, this problem can be solved easily.

Reporter: now it has been nearly a year since Taiping bird came into the market. What changes has taken place before and after the listing for the overall development of Taiping bird?

Zhang Jiangping: actually listing for us is only more standardized in the overall operation and resource integration, as well as in the society and the industry's popularity has been further improved. But internally, we still develop according to the established mode and route.

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Reporter: is there any infiltration space in the Chinese market? Is there any overseas expansion plan?

Zhang Jiangping: Although the Pacific bird has more than 4000 stores in China, we have 5 brands, which are about 1000 shops of each brand. This is far from enough for China, which has more than 2000 counties and cities. At present, Taiping bird is relatively successful in the coastal areas along the Changjiang River, but it is still not doing enough in most areas. In the future, we will gradually develop according to the 5, 10 and 20 years plan, so there is still much room for sustainable development in China.

As for overseas markets, our initial plan is to start offering overseas brand stores in about 5 years, but now the time and space of the whole industry have changed, so our air force will go out first, that is, online business.

In the future, we will work together with Alibaba's Tmall to launch a "sea going plan", so that China's brands can move higher and faster into the international market.

Before this year's double 11, Tmall will officially launch the "sea going plan". In this program, Pacific bird plays a very important role and is the first to kill out.

In the past, Hai Tao was mainly "Amoy in". Now we are going to rush out and play differently. It is the dream of all domestic brands to enter the overseas market. Now we have such an opportunity to cooperate with Tmall, and we treasure it very much.

According to the world clothing and shoe net, in the first half of 2017, Taiping bird revenue increased 12.7% to 2 billion 810 million yuan.

Revenue growth is mainly due to the rapid growth of the group's emerging brand and e-commerce channel revenue, and the decline in net profit is due to the sharp increase in the stock price drop caused by over the past inventory.

Among them, the core brand PEACEBIRD women's clothing revenue in the first half of the year increased by 7.4%, with 1593 stores; PEACEBIRD MEN revenue grew 7.6% year-on-year, with 1162 stores; Lok Ting's revenue grew 18.7%, 635 stores; children's wear brand Mini Peace revenue grew 49.8% over the same period, a total of 675 stores.

In the fiercely competitive domestic clothing market, analysts pointed out that whoever can grasp the matrix layout and grasp the trend of young consumers can win the leading position.

Now, the market for men's wear has started.

More interesting reports, please pay attention to the world clothing shoes and hats net.