Income More Than 70 Hundred Million Open More Than 4000 Stores, Taiping Bird Master Zhang Jiangping How To Do It?

In the past 20 years, the Pacific bird has always been right.

The sharp smell of demand constantly creates its own brand tier advantage.

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Apprenticeship to create tens of billions of market capitalization enterprises, Taiping head Zhang Jiangping how to do it?

Starting from the Apprenticeship of the garment factory, starting from the stalls selling clothes, the clothing factory was set up by pieceming funds, and 6 sewing machines and seven or eight workers were set up to make the garment factory. After years of accumulation, Zhang Jiangping founded the Taiping bird brand clothing company in 1996.

After 20 years of hard work, the Taiping bird group successfully landed on the Shanghai Stock Exchange in January 9, 2017, and its market value reached 14 billion 300 million, becoming the "first" brand of domestic fashion clothes.

By the end of 2017, the group had 4251 stores, with a revenue of 7 billion 142 million.

Brand innovation, building enterprise brand tier advantage

Over the past 20 years, Taiping bird has been keeping a keen sense of market demand and constantly building its own brand tier advantage.

In 1995, the company created the PEACEBIRD brand. After years of operation, it has accumulated a high brand awareness, has a large customer base, and has good growth and profitability, becoming the core brand of the company.

In 2008, PEACEBIRD women's clothing was added to the Lok Ting product line.

In 2010, Lok Ting clothing department was set up independently to operate Lok Cho brand. Its brand grew rapidly and sales scale continued to increase.

In 2011, the company founded Mini Peace children's wear brand, which was operated and managed by Taiping bird clothing business department. Its sales scale continued to grow rapidly.

In 2013, the company co operated with ICL-Material Girl Limited to introduce the New York city girls' brand MATERIALGIRL, operated by Marty Lil division.

In 2014, the company created a AMAZING PEACE men's suit with light luxury.

The ministry develops and develops.

Up to now, Taiping bird has formed three core brands, emerging brands and newly established brands with different development gradients and reasonable brand matrix. Each brand focuses on different market segments, and there are gradients in gender, age and price, which continuously meet consumer demand at different stages, increase the viscosity of products to consumers, and push the company to develop potential and advantage of rolling development.

Product innovation to ensure that it meets consumer demand.

The innovation of Taiping bird clothing starts with the design, focusing on the portrait of young consumers and combining the lifestyle of young people, and designing more targeted young products.

To fill the high-end

In the retail field, Taiping started to layout overseas markets and become the world's top fashion designer brand Alexis Mabille, becoming the first Chinese apparel company to participate in the formal membership of the French Advanced Custom Fashion Association.

In the first half of 2017, 15 new bands of PEACEBIRD were worn on women's wear, 19 new bands of PEACEBIRD men's wear, 15 bands of new products from Lok Ting LED 'IN, 12 bands of new products from Mini Peace children's wear, and retail stores ensuring an average of 1-2 new products every 1-2 weeks.

In recent years, more than 8000 new products have been developed in the market in recent years, and the new color has been delivered to the store by using the high frequency loading band.

Multi band goods not only keep the freshness of store products, ensure the fashion of store products, increase the number of visits to stores, but also effectively promote the retail sales of stores.

Embracing fashion and promoting product reverse growth

In the era of Pan entertainment, Taiping bird finds new opportunities in the fast fashion trend, uses "fun" approach to cut into young consumers, builds fashionable life scenes for them, and actively embraces young consumers who pursue fashion freshness.

In recent years, the Pacific bird has launched a series of hot IP cooperation funds, including the Emoji (emoticons) series of women's wear, the male duck's series of weird ducks, the children's wear Mini Peace's car racing series, and the Huang Jingyu cooperation series of Lok Ting, all closely related to the cultural elements that young people like.

At the same time, promoting brand cross-border, PEACEBIRD WOMEN Pepsi series embodies the thinking of "LIVE FOR NOW", and reinterprets fashion language with more positive and optimistic youth strength. It has been highly recognized by consumers, fashion circles and media circles since its launching.

MATERIAL GIRL ladies wear their new products to the public with some celebrities (Di Ali Gerba, Gu Li Na Zai, Wang Ziwen, etc.) who are attracted by the young people's love and concern. They are also publicised by the Internet self media (WeChat public number, micro-blog, live broadcast APP, etc.), and the target group has been praised and praised.

In May 2017, Taiping Bird held the autumn and winter show of women's clothing in Beijing. In September, Taiping Bird held the 10th anniversary major show of men's wear in Shanghai. It showed the young and fashionable attitude of the company's brand and products by joining hands with a group of new generation fashion stars and dainties.

Taiping bird is constantly in the fashion, innovation, persevering and focused attitude, embracing the new ecology of fashion, pushing forward the reverse growth of the products, and becoming the leading fashion leader of the Chinese garment industry.

Channel optimization, online and offline co drive

In the channel layout, Taiping bird has also taken the lead in the layout of new formats such as shopping centers and electricity providers. From 2013 to 2017, the retail sales of Taiping bird shopping center increased from 888 million yuan to 2 billion 883 million yuan, the compound growth rate was 34.25%, and online retail sales increased from 401 million yuan to 2 billion 166 million yuan, while the compound growth rate was 51.78%.

In 2017, there were 1255 stores in the shopping center, an increase of 265 over the same period last year, and retail sales of shopping center outlets increased by 1 billion 293 million yuan, an increase of 17.32% over the same period last year. The retail sales volume of the company reached 759 million yuan, an increase of 37.82% over the same period last year.

The proportion of shopping centers and e-commerce channels in the company has been improving. As of 2017, the retail sales of Taiping bird shopping center and online store accounted for 27.56% and 20.70% respectively, and the four main channels, such as street stores, department stores, shopping centers and shop outlets, had been jointly driven.

Brand clothing

Compared to the company, the layout of the shopping center and the electricity supplier is more advanced, and the electricity supplier occupies a higher level in the industry.

In the recent announcement of the earnings report, Taiping bird realized its operating income of 7 billion 142 million yuan in 2017, an increase of 12.99% over the same period last year, and the net profit of shareholders belonging to the company was 456 million yuan, an increase of 6.72% over the same period last year.

The first quarter of 2018, the company's online business revenue of 457 million yuan, an increase of 23.65% over the same period, accounting for 26.60% of revenue.

Taiping bird continues to embrace the new fashion of fashion with its fashion, innovation, persevering and dedicated attitude, and strive to promote product reverse growth. It has become the fashion leader of China's fashion industry. It plans to achieve a retail sales volume of over 20 billion yuan online and offline in the next 3 years, and 10 billion yuan online.