What Is The First New Retail Flagship Store In Taihang?

In April 2017, the Pacific bird collection shop appeared on Wanda, Han street. At the opening ceremony, Pacific bird Zhang Jiangping, chairman of the board, said: "we hope to create an exchange platform for interaction with consumers, and let them learn more about Taiping's brand idea through direct experience." Obviously, the Pacific bird has done it - young, cool, and able to play and let everyone enjoy the fashion.

After a year and a half (September 15, 2018), Pacific bird Expand the newly upgraded collection store coordinates to Hangzhou Joy City. This time, Taiping bird will build its flagship store as a retail site. Trend Platform PEACEBIRD+ encourages young people to work together to create interactive content of their stores, and discover and implement their love in an imaginative way.

The upgraded collection store is actually more fun. "Co creation", "interaction", "black technology" and "experience". From these store keywords, it is easy to find that the upgraded Taiping bird shop focuses more on interaction with consumers. To implement the specific presentation of the store, Taiping bird chose to cut the technology and experience level to create a new PEACEBIRD+ consumption scenario. As a benchmark brand collection store, the opening of this store also indicates that Taiping bird will officially launch the brand aggregation effect strategy.

　 Backed by Ali, new retail empowerment

This new super store that is fully applied to the new retail technology, through the new retail tools and smart devices, comprehensively upgrade the traditional store's marketing interactive play, enhance customer buying experience and sales transformation, and ultimately achieve data reflow, helping brands to precipitate their member assets and crowd portrait. Zhang Jiangping added: "we have preliminarily implemented some application scenarios of smart stores, including smart fitting mirror, interactive large screen registered members, voice AI shopping screens, unified settlement and so on."

Among them, Ali played a very important role. From this store logo joined Tmall elements for the first time, we can see that cooperation between Taiping and Ali is further deepened. When it comes to cooperation with Taiping birds, Tmall apparel General manager Ding Ding also said: "as the main engine of consumer upgrading, the main position of brand upgrading and the main force of new retail, Tmall can provide a complete set of new retail solutions for Taiping bird to achieve on-line and offline operation, improve the efficiency of store operation and the global operation of members. For the brand in the consumer population insight, supply chain upgrading, online and offline digitalization and other aspects to improve. The opening of Taiping bird Joy City store has become another benchmark for Tmall in the new retail sector, bringing new samples to Tmall in the field of dress innovation.

Since last September 20th, Taiping bird and Ali Tmall reached a new retail strategic cooperation agreement. The two sides intend to carry out in-depth strategic cooperation in such fields as brand building, big data empowerment, consumer operation, and online and offline integration. Today, Taiping bird has access to Tmall data bank to promote global connectivity and operation under online and offline. Take last year's double 11, Taiping bird's banner including Taiping bird fashion. Women's wear Pacific bird fashion Men's wear Lok CHO, MATERIALGIRL, and Mini Peace5 brands all hit a record high with a total sales volume of 808 million yuan, compared with 615 million last year (double eleven in 2016), an increase of 31.38% over the same period last year.

In Zhang Jiangping's view, this is also a process of brand building: "now we regard the application of new retail technology as a beautiful exploration period. After all, any new thing before innovation is just like the art of war, and the force also requires that we must form certain potential energy, and this potential energy can help you to do some innovation. At the same time, the brand can also complete the two marketing touches and transformation, so as to achieve new product category and all channels of product operation and upgrading. According to Zhang Jiangping, the interactive analysis of color in the store is to provide a more personalized solution for customers with big data analysis.

Flagship endorsement, experience plus

As the first flagship store of Taiping bird, its products are complete. In more than 700 stores, in addition to the ordinary men's wear and women's wear, it also includes: PEACEBIRD WOMEN Phoenix joint series, NICO PANDA series, PEACEBIRD MEN Coca-Cola series, PLAYBOY series, Pinocchio series, Disney series and other cross border joint names available; even Edison Chan, smirk boy, Wu Xuanyi, Huang Zitao all have the same money.

"The largest scale, the most complete product and the best decoration are the basic requirements of this flagship store." "But in fact, brand flagship stores carry more expectations in the eyes of young people," said Victor, head of store operations. So this store we want to build with consumers can bring the surprise from the brand, whether it is the first / limited product, or the marketing campaign around the brand proposition, create social interface for consumers, and provide social topics for consumers. YOUTH LAB set up in flagship store is the experimental base to create the youth trend. The scene covers all the products that are extended by clothing and the space for interaction and gathering with fans.

In this space, the Pacific bird will create space in an irregular way. The theme of this season's YOUTH LAB space is derived from the joint name space of PEACEBIRD WOMEN x PHOENIX Phoenix, which is based on the current fashion perspective. Ictor also said that it would invite the best friend of the brand as the first mysterious customer of the shop, such as the invitation of FIL Xiao Bai when the Han Street collection shop opened. "The happy city flagship store will invite the tide makers to transform the main cucumber in the late night. These young people are very good at showing their values in their attitude."

IP trend to create cultural premium

As mentioned above, on the basis of product upgrading, Taiping bird wants to do better interaction with consumers. In addition to setting up some more direct play in the store, it is a good way to create a youth trend IP. As a sample of brand younger textbooks, Taiping's youth insight has always been more advanced. The image of spring and summer at the beginning of this year has added some smoke to the brand in the form of record. Four photographers of different styles explored and interpreted the understanding of Peacebird Girl in the form of micro documentary.

In the first half of the year, New York was launched by the Coca-Cola, which was widely planted by daily attendance in the fashion week. It launched a series of marketing that you do not need to know. Men's wear PEACEBIRD MEN collaborate with the US magazine PLAYBOY to introduce the theme of "play to home" in the context of Chinese youth culture. During the period, Taiping bird not only found LOOK, the popular athlete of "idol trainee", but also invited the JUICE/CLOT co-founder Kevin Poon and three grams to give a picture of their "player" story. The image of 2018 autumn and winter released by the Taiping bird fashion dress, with the theme of "Me and My Girls", redefined the new concept of "PB Girl" (PEACEBIRD girl) from a completely different perspective. At the same time, 6 girls with distinctive personality expressed their courage to express themselves, and did not adhere to the reality of the story. They also interpreted the 2018 autumn and winter image. In addition, under the banner of Taiping, Lok Ting aimed at the more diversified performance of young people and repositioned the image of the customer group as a comprehensive girl. The value proposition of the American new generation MATERIAL GIRL is "I accept everything I have", focusing on "born so material girl"; even children's clothing Mini peace also has children's dressing attitude.

This time, Taiping bird takes the opening of flagship store as an opportunity to focus on young people again, to pull away the wild appearance advocated by young people, to find the grand growth hidden inside. Young people's independence is not the goal but the result: clear mind, calm heart and firm attitude. Through the THE STRENGTH OF INNER PEACE, we relocate the unique cultural value of Pacific bird. Empowering a new generation of young people to achieve a more powerful and independent self and live a brilliant life. And to create their own culture IP, this will be the next stop for Taiping bird brand strategy. For the future planning of Taiping bird in the channel layout, Zhang Jiangping said it will continue to deepen cooperation with ALI, and this type of flagship store will also be launched.