Today'S Taipingniao Plays With High Viscosity

According to the World Clothing, Shoes and Hats Network, recently, Taiping bird A brand video of "The Bird Man's Wings Are Hard" for men's clothing has spread rapidly in a variety of new media channels, causing hot debate. It is reported that the video was created by the flagship store of Taipingbird Men's Tmall, the well-known creative advertising company Krama and the executive team of the famous Thai director mook. The whole play is permeated with inverted humor, which reveals the flavor of Thai comedy from the actors, music to the control of the overall rhythm. Consumer insight in simple terms is full of story and viewability through humorous plot packaging.

In the opinion of Ying Haijun, director of the men's wear business department of Taipingbird E-commerce, this also reflects the necessary process for an enterprise to gain momentum. "The hard wings are the symbol of the maturity of the birds." This is also the core idea that triggered the production of the short film. They want to take this opportunity to convey the "wit and humor" of the new generation of "Birdman" to consumers. The spirit of "Birdman" is growing and evolving with the growth of consumers.

　　 Why have men's clothes not experienced the pain of transformation in the past 10 years

2017 is the 10th anniversary of Taipingbird Men's Wear. In the past 10 years, how many brand "Broken halberd battlefield"; How many brands have experienced the pain of transformation. Strangely, "Peacebird Men's Wear" has never appeared in the list. On the Double 11 in 2016, its sales of plain clothes exceeded 100 million in just 20 minutes; Finally, with a sales volume of 245 million yuan, it ranked third in the category of men's clothing. The reason is that the core spirit of the brand - "Birdman" spirit has helped a lot.

"There are a group of people who have the spirit of fashion geeks, who do not like to follow the rules, but do not go against the rules; they do not like the mainstream, but keep a safe distance from the non mainstream. 'Birdman' is the most suitable identity label for them."

In the process of development, they are always alert to the changing needs of consumers. While following the international trend and fashion elements, we will not and will not abandon the audience who grew up with the brand. In the face of the ever-changing international trend, how to properly combine with the local culture and interpret the design concept and brand soul that the brand audience can fully understand and quickly accept is the strategy that Taipingniao Men's Tmall flagship store constantly ponders.

In order to have a more accurate and clear understanding of the target audience, through data analysis of their "pain points" at this age stage, Taipingbird E-commerce Men's Wear Business Department conducted a survey of the brand's current audience (men aged 26 to 30 years). The results show that the target audience of Taipingbird men's clothing has changed from a rookie in the workplace to a leader, and from a young age to a husband or father. In other words, they are moving towards mature men.

In addition, Taipingniao Men's Clothing also found that they are becoming more active, and have more pursuit and responsibility for their career and hard power; But unlike the previous generation of men, men in this era will pay more attention to themselves while doing everything.

Based on this, unlike the little fresh meat on the market, the image of "bird man" in the new era to be created by Taipingbird men's clothing should be a tough man who exudes male hormones. He is positive, humorous, and has his own principles. He is never superior, but let every man find resonance in him.

Birdman's Hard Wings is also a good explanation of this. Taipingniao Men's Wear hopes to become a firm belief to accompany consumers through the most wonderful years of life from youth to middle age.

Of course, in today's commercial market, where there is no shortage of goods, brands and channels for consumption upgrading, it is far from catching consumers who are more pursuing personality and quality than any other era by relying only on one side of the short film and long history brand stories.

　　 Play with high viscosity, how can entertainment die

In the view of Peacebird, the current millennials have a stronger "self" preference. In today's changing consumption concepts and aesthetic tendencies, it is necessary to fully understand and integrate the lifestyle of young consumer groups to catch the trend of trends. In the analysis of the trend direction, we need to be able to closely grasp the changes in the market, not afraid of change, before change.

On the first weekend of September this year, Taipingbird, as one of the sponsors of the 2017 Storm Electric syllable, carried a shock full of technology and tidal flu Bus enters the field. In addition to the latest autumn and winter clothes and the three color neon flashing photo area, there are also quotation walls from "Birdman" fans and the "Declaration of Independence" inside the carriage.

Music Festival

As early as last October, when Taipingniao celebrated its 20th anniversary, a birdman music festival attracted tens of thousands of birdman to join its unique community voluntarily. "We chose to celebrate our birthday in a fashionable and happy way like the music festival to naturally integrate consumers, more fashionable life scenes and more fashionable solutions in this era of pan entertainment," Zhang Jiangping, chairman of Taipingbird Group and Ningbo Taipingbird Fashion Clothing Co., Ltd., said earlier.

Strike while the iron is hot. In May this year, Taipingbird Men's Tmall flagship store created its own e-commerce festival - Birdman Carnival for the first time. Try to strengthen the image of birdman from three aspects: lifestyle, product design and spirit. From a simple online sales platform to an We Media with huge and accurate traffic, it carries the burden of brand promotion.

It not only achieves the free switch between music and fashion men's wear PEACEBIRD opened at YOHOOD2017 Global Fashion Carnival MEN × SNOOPY "24-hour inconvenient store" also screens the industry. In the store, postcards, socks, hair ribbons and other small gifts are disguised as food and medicine, and packaged in potato chip bags, medicine boxes and ice cream packages specially customized by the brand for this event.

24-hour inconvenient store map

In addition to the first launch of Snoopy series, KnowYourself, a famous pan psychology community, was invited to design an interactive game to explore the heart with the theme of "overcoming the barriers of choice", so as to hide a "cure" for those customers with selective anxiety in "inconvenient stores".

On September 27, "Work in" was created by Taipingbird Men's Wear to commemorate the 10th anniversary The "Progress" show also shows its brand power that has been accumulated for many years: the theme inspired by accurate brand insight, accurate audience positioning, high-end and atmospheric lighting, first-class star models, exquisite and fashionable makeup and hair styling, advanced and non cumbersome design... Many details are perfect to the posture of international luxury brands.

"Now we are talking about new retail, in fact, it requires us to have brand connectivity and commodity communication with customers. What we should always do is to maintain a positive attitude and embrace new channels." Zhang Jiangping said, "The so-called change refers to new tools and new ways. In fact, from the perspective of human thinking ability, it is not complicated and can be mastered through learning. We still need to do our best to make the brand more fashionable and affordable, that is, cost-effective, and achieve the best. " On September 20, 2017, Tmall and Taipingbird jointly announced that they had reached a new retail strategic cooperation. For more wonderful reports, please pay attention to the World Clothing, Shoes and Hats Network!