Taiping Bird Has Been Recognized By Fashionable Young People.

In 1995, when a pair of brothers founded in their hometown

Brand "

"They may not have thought about it. More than 20 years later, the men's clothing started.

Not only is it getting younger and younger, but it can also "go abroad" to get out of the country and get recognition from more fashionable young people.

According to the world clothing and shoe net, the "New York fashion Sunday cat China day" entered the countdown on February 7th.

This will also become an important moment in the development history of the domestic fashion group in the Pacific bird. Taiping bird will join Alibaba's electricity supplier platform Tmall to debut in the international market through the fashion week of New York.

Inside the Pacific bird, Zhang Jiangping, chairman of the company, has always been interested in international layout.

On the brand matrix, Taiping bird hatched the Mini Peace, the Pacific bird menswear and the 2 women's brands of different ages: Taiping bird dress and music department.

In addition, in 2013, Taiping bird gained the right to operate MATERIAL GIRL in Greater China, which was founded by the American fashion godmother Madonna Ciccone for its daughter, facing 95 young people.

In 2015, Taiping bird joined the French ALEXIS MABILLE, in order to learn more international operation experience, improve product design and promote brand globalization.

After the 2017 double 11, Taiping bird also made a test of water, took the Tmall eleven double sea plan, PEACEBIRD brand flash shop international stunning appearance.

And through this international show, Taiping bird may also reveal a positive signal.

As more and more domestic brands have made some achievements in China, they are becoming more confident. They are trying to get on the international stage with innovative marketing and products, and have a dialogue and collision with European and American international fashion.

"The future Pacific bird must be a multinational company."

Zhang Jiangping said.

Group to New York

In 2017, Taiping bird clothing and men's wear staged two high-level performances representing two brands in Beijing and Shanghai.

In the view of Zou Qian, director of Taiping bird brand, this is a fashion company's understanding and expression of fashion and clothing industry.

"This is the attitude of a fashion company. We are willing to spend a lot of money and let our clothes do some expression every year.

Hosting the big show and conveying fashion attitude has always been the obsession of Taiping bird, but this show is in a more unfamiliar but more influential New York.

As we all know, it takes a high cost and a price for a domestic brand to run alone on the world famous fashion week. Before that, despite the fact that the pace of promoting internationalization strategy has never stopped, Taiping has always felt that the time to fight for the international market is not ripe.

Until receiving the invitation of Tmall's "New York fashion week China day", Zou Qian admitted that this appearance is an embodiment of strategic cooperation with Tmall. On the other hand, Chinese design will also broaden the dimensions of New York fashion week and build a bridge of complementary communication between Chinese and American fashion industries.

According to the introduction, after accepting the invitation, the Pacific bird took only one week to complete the team formation. In less than a month, the theme and design of the New York fashion week in 2018 were determined.

It has been revealed that its PEACEBIRD MEN and PEACEBIRD WOMEN, together with the concept of "new student doctrine", have interpreted the street fashion in eight and 90s.

At present, goods are still developing and matching.

For the selection of Taiping bird, Liu Xiuyun, general manager of Tmall clothing, said: "Taiping bird represents the most successful and fastest growing brand in China that is most sought after by local young people."

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The internationalization strategy has traces to follow.

In fact, as early as 2013, Taiping bird tried to prepare for expanding its overseas market by signing international brand management rights and overseas shares.

In 2013, Taiping bird gained the right to operate MATERIAL GIRL in Greater China, and the street girl dress brand created by American fashion godmother Madonna Diccone (Madonna Ciccone).

It not only enriches the original brand matrix, but also provides the possibility of developing more international brands for domestic operation in the future.

In addition, in 2015, Pacific bird entered the French ALEXIS MABILLE.

More in-depth overseas participation will bring international operation experience, improve product design and professional skills in the fashion industry, and gain more international fashion resources.

Compared with the precipitation in the garment industry over the past 20 years, the pace of Taiping's overseas campaign has just begun.

In the past one or two years, the pformation of Taiping bird has also given the brand the courage and confidence to take the next step.

When tide brand and designer brand rise, Taiping bird grasped the design trend and stylist style in time. When the form of joint name, flash and crossover prevailed, its brand marketing methods also appeared one after another.

Taiping bird is the first domestic women's clothing brand to cooperate with the top international super models.

Like the image models of Taiping bird dress 2017, including the top international supermodels Natalie Westling, Molly Bair, Katherine Moore, Sora Choi, Hollie May Saker, May, Wang Xinyu, He Cong, Ju Xiaowen and so on, while improving the fashion degree, they also accumulated good reputation in social media.

On the product, Taiping bird and Pepsi, Holland designer Mikey Wormack, French designer CORALIE MARABELLE and Hongkong independent designer brand GROUND ZERO and so on all have cross-border and joint cooperation to explore the possibility of more design.

The show will also bring a series of cooperation with Coca-Cola, a familiar brand of fast moving brands: "Coca-Cola is the popular culture representative of students in 90s. We combine the current popular design elements to restore the spirit and expression of the two brands in 90s."

In the future, Taiping bird says it will find a global communication context and find suitable expression for Pacific bird.

Zhang Jiangping said that the core idea of IP cooperation is to choose the place that matches the brand from the spiritual core of IP, so that products can be deeply deductive and touch the minds of young consumers with content.

Of course, capitalization also provides sufficient support for the younger strategy.

In January 9, 2017, Taiping bird (603877) officially landed on the Shanghai Stock Exchange and raised 1 billion 529 million yuan for the expansion of physical stores and O2O channels, including 238 more direct stores and 2000 stores in 5 years.

Electricity providers first fly, new retail power to help the tide of the sea

In 2016, the retail sales of Taiping bird exceeded 10 billion yuan. In 2017, the retail sales of Taiping bird accounted for about 25%.

In this regard, Zhang Jiangping has thrown out the next three years, sales reached 20 billion yuan, of which online sales reached 10 billion yuan, accounting for 50% of total sales target.

The domestic electricity supplier market is mature, and overseas is still the blue ocean market under demographic dividend.

Against this background, new retail and sea going will undoubtedly become the two big chips to achieve the goal.

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Before the launch of the international fashion week, with the advantage of last year's double 11 traffic and influence, Taiping bird has launched a small sea trial. Based on Ali's data and technology support, Taiping bird fired the first shot of the international appearance in the form of flash shop.

Zhang Jiangping further said: "the overseas business unit has been established and is recruiting talents.

First, we need to understand new retail sales. Two, we need to have an international vision and background.

I hope to go out with Tmall. This is a big market. It will bring great surprises. "

New retail has become a booster for the tide.

Turning to the next year's small targets, Taiping bird said it would value the three indicators of continuing to raise net profit, enhance commodity capability and brand influence.

Specifically, Taiping bird will carry out the new retail business, including brand building, big data empowerment, consumer operation and online and offline full channel integration, hoping to create a retail cloud, online and offline joint operations.

Tmall smart store is also in the plan.

In the inside, R & D, business enterprise, supply chain and retail end can be assigned to each other, build supply chain by data driven, perfect supply channels and goods turnover cycle.

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