Can Taiping'S "Reverse Growth Road" Become A Textbook For Ningbo'S Traditional Business Pformation?

According to the world clothing shoes and hat net, on the morning of January 9, 2017, the Shanghai stock exchange ringing the bell.

Zhang Jiangping, a medium long black suit and a white shirt, keeps his upright posture.

At 9:30, he struck the golden gong.

Become the first A landed in 2017.

Enterprise.

He had laughed at the fact that he had no temper with IPO and appeared calm and confident before appearing on the spot.

In 2013, the Taiping bird, which sought to go public in 2014 and announced the prospectus in the official website of the securities and Futures Commission in 2014, finally realized its dream after 3 years.

As a bird of peace, Zhang Jiangping has reason to be confident.

"Taiping bird has seen many styles in recent years, and the price is quite reasonable.

Brand MG I like it very much. "

"Their men's clothes are really nice. I went shopping with men's tickets once and for all, and I went shopping for men's clothes. I intended to buy Shirts only, and I bought eight pieces of them."

"I really like dying after the pformation of Taiping bird."

"Is Taiping bird a designer?"

On social media, many netizens are fighting call for the Pacific bird.

As a veteran of the clothing industry, Taiping bird has suddenly changed its genes and stands on the young stage with a brand new and vigorous attitude in the environment of today's domestic clothing market and the rise of new generation of consumers.

People exclaimed that the old and middle-aged brand of "urban-rural integration" seems to have disappeared.

From the middle aged brand to the fashion trend leader, Taiping bird's pformation road can be called textbook counterattack.

One

The Pacific bird is getting younger and younger.

This may be related to its full embrace of change and ingratiate with young people.

2008 is a turning point for Taiping bird.

Under the shadow of the financial crisis, the whole industry is in a critical period of alternating new and old consumers.

While struggling with peers, Taiping bird's men abandoned the original traditional men's business market and moved closer to the market of young people and walked into their lives.

At the same time, it will enter into new areas of rapid expansion, including e-commerce and new brands.

At that time, retail business was still a wasteland.

When other brands have not yet realized the great potential of this channel, Taiping bird has set up Ningbo Taiping bird magic fashion dress Co., Ltd., which specializes in the online business of Taiping bird brand.

In 2014, Taiping bird also set up two wholly owned subsidiaries such as Taiping Bird Network Technology Co., Ltd., Taiping bird Agel Ecommerce Ltd and so on.

This pformation is full of uncertainty.

But there was a quick effect and a big outbreak.

In 2009, Pacific bird participated in the first year Taobao double eleven promotion, and completed 500 thousand yuan sales.

On that day, Zhang Jiangping stayed up all night. "I remember the year when the printer explode, and it was a mess."

At that time, the sales volume of Taobao mall was 52 million yuan, while Taiping bird accounted for one percent.

The electricity supplier has become the achievement engine of Taiping bird.

In 2014, business revenue increased to 696 million.

In 2015, Taiping bird business continued to rush ahead with a surge of sales revenue of 891 million.

This year's double 11, Taiping bird's five major brands broke through 383 million sales, ranking fourth in the business data rankings.

Among them, Taiping bird men's clothing brand reached 194 million, ranking third in men's clothing category; Lok Ting's single day sales exceeded 90 million, an increase of 100% over the same period.

Electricity supplier sales accounted for 15.42% of clothing business revenue.

In 2016, double eleven, in just six minutes, the electronic screen of Taiping bird's "double 11 war room" jumped from zero to nine digit, announcing that Taiping bird's single day sales exceeded 100 million yuan, and constantly refreshed the record.

Finally, Taiping bird's five major brands break through 615 million yuan sales, ranking first in domestic fashion apparel.

On this day last year, Taiping bird's electricity supplier performance increased to a record high of 808 million yuan.

Two

Within the Pacific bird, "close to consumers" is mentioned in the height of belief.

In September 2001, Taiping bird set up "Taiping bird fashion dress Co., Ltd." and began to set foot in the field of women's wear.

Later, it joined the girls' brand Lok Ting, the American street breeze brand Material Girl, the children's wear brand MINI PEACE and so on.

Through market segmentation, Taiping bird has realized multi-layer coverage on clothing brand.

In April 2015, perhaps it was to see consumers' demand for high-end clothing category. Taiping bird became a French high-end custom brand Alexis Mabille, to fill the gap of high-end fashion retail.

Starting from the mature brand line, further developing new brands from subdivision areas, sharing resources through channels, design, marketing and other resources to help new brand growth is a common practice of Taiping bird.

From the market reaction, women's clothing covers 16 to 30 years old market, men's clothing covers 23 to 30 years old market, children's clothing market has also been covered, and even opened the household goods shop "Taiping bird nest", can be described as "full bloom."

At the same time, Taiping bird has been committed to learning foreign design concepts. Every year, the company has launched more than 8000 new clothes.

Three

Taiping bird's "reverse growth road" is also inseparable from IP's assists.

The Taiping bird applies the star IP and its own IP to the utmost.

As early as 2016, two years ago, Taiping bird began its IP layout.

The PEACEBIRD WOMEN X Pepsi cooperation series opens up the "extreme adventure world" for young people with the curiosity of passion and passion. PEACEBIRD WOMEN and Finland designer Juslin Maunula cooperate to integrate natural forces into design inspiration, emphasizing the importance of clean air and water through the silhouette and color matching of the fashion. PEACEBIRD WOMEN x collaboration Sunglasses draw inspiration from the American road movie "PEACEBIRD", carrying the independent spirit of California people and crossing the national boundaries, blending the eastern and Western cultures with love and fashion.

On the eve of double eleven in 2017, men's wear, women's clothing and Lok Ting of Taiping bird entered the variety show "crazy Wardrobe".

In addition to embracing the fans economy brought by star IP, Taiping bird's original "bird IP" and "bird spirit" have built a solid pan entertainment ecosystem for fans under the new economic form of fans.

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"Bird man" was originally a nickname for Taiping bird's employees. After the bird bird music festival celebrating the 20 th birthday of the Pacific bird, this term was extended to the fans community.

The bird bird IP, created by the Pacific bird, has created a new definition of "bird people": they are born without fear, but do not forget their original minds. They are independent and pursuing the ultimate. They are passionate and different from each other. They are fashion geeks.

Since the creation of "bird IP", Taiping bird has been actively engaging in dialogue with "00 after" to convey more responsive IP marketing content and peripheral products.

The effect of good IP is quite obvious.

In January this year, a joint venture between Coca-Cola and Taiping bird was launched and the stores in Beijing were all sold out.

On the eve of this Spring Festival, Taiping bird boarded the fashion week in New York.

The retro trend and street fashion in the show make many people look at the brand: the original domestic brand is so fashionable.

What is particularly striking is the joint venture between Taiping bird and the famous fast fading brand Coca-Cola. The designer creates an interesting Chinese character pattern Slogan "please drink Coca-Cola", which is printed on T-Shirt, Hoodie, shorts, jacket and hooded sweater.

Taiping bird expressed their understanding of the common core of the two brands: young, free and fearless.

"This joint name is very attractive and has achieved good results."

Taiping bird brand official said that during a period of time, "please drink Coca-Cola" series of clothing products were sold on Tmall.

This is a company that actively embraces the Internet and embraces change.

The pcript it handed over is convincing.

Basically realized the iteration of brand tonality, completed the thrilling leap from "80 after" to "after 90" crowd, and successfully captured the minds of the youngest consumers.

The adjustment of channel structure is coming to an end, and the proportion of e-commerce channel revenue is higher and higher.

The company announced that it expects net profit in 2017 to rise 10.73% to 473 million yuan over the same period last year.

Can it become a textbook for the pformation of Ningbo's traditional enterprises?

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