Three Years To Complete The Pformation Of Youth, Why Taiping Bird'S Youth Culture Can Be Successful.

Reopening 2018 to now

The biggest beneficiaries of youth are impossible to bypass.

(hereinafter referred to as Pacific bird).

In the first half of this year, the group's online revenue rose by 23.6% to 828 million yuan, and the revenue from offline business increased by 8.65% to 2 billion 293 million yuan.

Under the blessing of Tmall's new retail business,

It is expected that sales will reach 20 billion in 2020, of which online sales will reach 10 billion, accounting for 50% of total sales.

At home, the most emphasized young is not the emerging brand, but rather the Taiping bird that consumers already know.

In the three years since the younger pformation, the annual growth rate of Taiping bird retail sales has reached 39.67%. In 2017, the retail sales of Taiping bird online reached 2 billion 160 million yuan.

This means that in the next 3 years, online sales of Pacific bird will increase by nearly 4 times.

More importantly, the Pacific bird took three years to make consumers move down the whole age layer. Now it has become one of the most popular domestic clothing brands after the quasi 90 or even 95.

Throughout the group's 2018 series of initiatives, the group's planned youth culture has been very clear. In September this year, the concept of "Taiping youth" was launched to further clarify the brand's values and identity.

The definition of "Taiping youth" by Taiping bird is that they have a clear mind, a calm heart and firm insistence.

They dare to try new things, follow all kinds of emerging trends, but not blindly follow the young personality and independence.

The concept of "Taiping youth" comes from the insight of Taiping bird on the current life of young people.

More and more self character and independent spirit are the greatest characteristics of contemporary Chinese youth, and also important guidelines for brand younger and brand segmentation.

Starting from this concept, since 2018, Taiping bird has focused its attention on the creation of youth culture.

On the one hand, Taiping bird attracts young consumers' attention through running shows, joint cooperation and offline activities. On the other hand, brand innovation in cultural connotation and content marketing has also aroused widespread concern in the industry.

At the beginning of this year, Taiping bird presented its first show in the fashion week of New York through the first Tmall China day, and launched a joint cooperation series with Coca-Cola, USA, in August.

The joint 100 years old brand Phoenix Bicycle has released 2018 PEACEBIRD WOMEN autumn and winter show. Taiping bird tries to make fresh sense in the basic marketing form of the fashion show. This show not only makes the show a RETRO art space, but also uses the special lighting device to map the flow of "Taiping" in the whole space. For the first time, the Middle East has played the cartoon of the bird's cartoon image of the Taiping bird for the first time.

Other offline activities and joint series are helping the birds to maintain the theme of the brand beyond the big show of two times a year.

This March, Taiping bird

Opened a "24 hour convenience store" with Snoopy, and jointly opened "What Museum" with Coca-Cola.

In September, Taiping bird entered the 2018 YOHOOD global trend Carnival to create N degree 8102 space, presenting the Pacific bird.

With the exclusive perimeter of the "smirk boy" and the three party joint series of Pacific bird Mens, DISNEY and E TUDES.

Taking advantage of YOHOOD's clustering effect on young people, Taiping bird is more directly exposed to the latest batch of young consumers.

However, in addition to the short-term topic effect brought by online activities, the action of Taiping bird in the dissemination of content is more intensive, and in a short span of one year, the concept of "Taiping youth" is deeply rooted in the hearts of the people.

At the beginning of this year, Taiping bird chose to cooperate with LABELHOOD LAB to launch the activities of LABEL matching of the cool girl in social media. The main character of the 2018 autumn winter video clip was selected through activities. The theme of the video is "Me and My Girls", with the protagonist as the protagonist. The new concept of PB Girl (PEACEBIRD girl) is redefined from a different perspective, presenting six distinctive girls' stories.

In fact, this activity is only one of a series of marketing activities orchestrated by Taiping bird dress.

Taiping bird has planned four online promotion activities for its 2018 autumn and winter series, including the 2018 autumn and winter print ads "Me and My Labels", featuring the 2018 autumn and winter advertisement short films "Me and My Girls" selected by the brand, the and bird Girls image of the Taiping bird cartoon, the Me and My My, and the theme promotion of the "nostalgic photo studio" of the latest cooperation series of Taiping and Phoenix bicycles.

The four image promotion activities have different focuses, but they all focus on the self identification problem of the consumer groups faced by Taiping bird.

A series of promotional activities reflects a clear signal that the Pacific bird has simply advertised young people's self identity from the past, that is, "Me" (I), which extends to more interest areas and spiritual connotations of young people, that is, "My" (mine).

In addition to the brand's own content creation and output, Taiping bird also works with multiple media platforms to further explore and interpret the concept of "Taiping youth".

In September, Taiping bird joined the YOHO! The trend was launched in 13 colleges and universities in 6 major cities of the country, and the youth program of "great peace and youth is promising". In a short span of 5 days, the topic of 800w+ was paid attention.

At the same time, the Pacific bird and the trend media NOWRE have gathered together several young people from different departments and majors in China Central Academy of Fine Arts. From the perspective of young art groups, their attitudes and feelings have been integrated into the pformation process of a "Taiping youth" sweater. Through the structure, remodeling and creation, we have explored the deep meaning of "great peace and youth".

In addition, the Taiping bird, together with interesting young people, OhBoyDaily and other emerging media, has excavated different jobs of the "Taiping youth" workplace syndrome.

It is worth noting that not only does the Pacific bird exert its strength in the core women's clothing brand and men's wear brand, as a multi brand group, the scale effect brought by Taiping's brand matrix should not be underestimated.

The girl's clothing brand Lok Cho aims at the more diversified performance of young people, repositioning the image of the brand customer group as a comprehensive girl. Not only does it cooperate with the pink panther, but also further explores the brand value through cooperation with the domestic artist Zhang Quan's personal brand MELTING SADNESS.

Its MATERIAL GIRL, the new generation brand of the US, positioned its value proposition as "I accept everything I have."

Taiping bird even set visionary values for children's clothing MiniPeace to express children's dressing attitude.

The brand launched a series of MiniPeace x NASA Series in the autumn and winter series, creating the "border space station" to meet children's science fiction childlike innocence, and the Disney 90 annual joint series is further closer to the growth environment of contemporary children.

In addition to the current hot market of children's wear, another reason why Taiping bird's attention to children's clothing is to seize the future consumer groups and cultivate consumer loyalty to the brand.

Younger age is a dynamic process that is constantly deepening, rather than a one-off success.

Through the exploration of youth culture from many angles and levels, Taiping bird has gradually analyzed the contemporary youth's attitude towards life, has a thorough understanding of the characteristics of young people, and has also made their brand culture close to the contemporary youth culture. While winning the new generation of consumer group identity, Taiping has trained many consumer groups around the brand, especially after the 95 consumers have been firmly grasped, so as to advance the market in advance.

The brand says that the concept of "Taiping youth" is put forward by Taiping bird brand, but its connotation is jointly completed by more and more young consumers and brands.

Unlike the past brand unilateral cultural appeal, the formation of "Taiping youth" group is completed in the dialogue and interaction between Taiping brand and its target customers.

In this way, the "Taiping youth" group culture enriches the brand culture while constructing the content, and gets the guarantee that the brand will not be eliminated by the times in the iteration.

Any group and idea will be out of date, but the gene that keeps talking with the new generation can provide a continuous young force.

According to an analysis published in Harvard Business Review, all industries in the world are "currying favor with" young people. The analysis cited PWC data showing that the average annual compound growth rate of Chinese entertainment culture and media industry will reach 8.3% in the next five years, which is higher than the global level. Compared with the development of global entertainment industry, Chinese entertainment culture is more leading in "pleasing" young people's innovation, and is shifting from competition to retention users, from attention to loyalty.

The fashion dress industry, which is closely related to entertainment, is becoming more and more important in attracting young people and training them to become loyal consumers.

More importantly, future consumption is a struggle for the time and attention of young people. Clothing brand competitors will not only be the clothing brand, but also have more fresh and diversified consumption experience.

Therefore, how to consume and where to spend has become more important than ever before.

Last September, Taiping bird clothing and Alibaba's Tmall reached a new cooperative strategy of retail strategy. The two sides launched the new retail strategic cooperation in the field of brand building, big data application, consumer operation and online channel integration and international market development.

A year later, Taiping bird's new flagship store opened in September 15th in Hangzhou's joy city. It indicates that Taiping bird officially launched the brand ensemble effect strategy. In the future, it will take the flagship flagship store as the retail site and build the tidal current platform PEACEBIRD+.

On this platform, the Pacific bird encourages young people to create interactive content of their stores together and realize their love in an imaginative way.

Today, as Taiping bird and Tmall reach 1st anniversary of the new retail strategic cooperation agreement, Taiping bird moves the group day activities with the theme of "Taiping youth, promising" group from online to offline. Taking this opportunity, Taiping bird again emphasizes the slogan of "peace and youth can do something", and promotes the value of THE STRENGTH OF INNER PEACE (inner calm force).

While selling goods, we still penetrate brand values. This will also be the direction of future brand development.

The competition in the traditional market has been fierce since 2008.

At that time, the market was still hesitant about being younger, but Taiping bird strengthened its pformation strategy.

After all, either self revolution or revolution.

It is a long-term process to demonstrate youth culture, to participate in youth culture, and to guide youth culture.

The reason for the success of Taiping bird lies in the strategy of "younger". After all, no one can be young forever, but there are always young people.

To maintain the ability to play with new forces is the way to brand long-term.

Secondly, the brand not only takes the younger generation as the label of brand upgrade, but innovates from the foundation of brand value, making the brand really young.

Of course, in the new marketing environment, brand playing is equally important. The premise of occupying the attention of consumers is to innovate the marketing content without interruption. The Pacific bird is not only the clothing brand, but also the medium of communication with the young people.

The anxiety of middle-aged people is eliminated by the times, while young people often maintain the ability of self-renewal, so is clothing brands.