Taiping Bird Uses "Youth Culture" To Innovate Its Own Local Clothing Brand So That It Can Resist Aging.

If Taiping bird is remembered because of the beginning of the pformation of the traditional brand in China, then the 2018 is the process of deepening it.

From the perspective of brand power, product strength, channel power, marketing power and sales mode, this paper looks back at the commercial performance of Taiping bird in the past year at a harsh market environment than at any time.

01

Brand matrix

Two new members will be added in the year to layout children's clothing and home market.

In early 2018, the Taiping bird brand matrix added two new members, namely the French baby clothing brand Petit Avril bainin, and the home brand PEACEBIRD LIVIN'(Taiping bird nest).

According to Taiping bird, the reason why we choose to develop French style children's wear PeTiT AvRiL is to create high quality and high grade children's clothing at a fair price, form a price gradient with the existing brand Mini Peace, occupy children's clothing market at different prices, and jointly improve the market share of children's clothing.

According to the statistics of domestic sales of children's clothing brands in Ou Rui 2016, Taiping bird clothing ranked twelfth, and its revenue rose by 65.91% in 2016.

In 2017, Mini Peace children's wear retail sales amounted to 1 billion 42 million yuan, an increase of 29.31% over the same period last year.

According to the latest Taiping bird's third quarter earnings report, Mini Peace children's wear has achieved retail sales of 561 million yuan, up 24.16% over the same period last year.

It is not hard to see that Taiping bird is speeding up the pace of layout of children's clothing market.

After all, our children's clothing market is in the blue ocean period, and no real giant has yet appeared.

At the same time, Taiping bird took the lead in sniffing the trend of fashion younger age. As early as March 2017, the Mini Peace of its children's wear line pushed the Mini Mini series, which was the flagship of 2-3 year old children, to expand the coverage range of the original 3-10 year old.

In June 9th of this year, Hangzhou Tower opened its first single store Mini Mini, displaying nearly 100 SKU in the space of 45 square meters.

Among them, there are many new 2018 summer new products jointly with Disney -- Disney toy general mobilization cooperation series.

In addition, Ningbo's Taiping bird nest Art Culture Communication Co., Ltd. is to increase its capital to provide fashionable, practical and affordable home decoration products for the new generation of customers, and expand the product range of Taiping brand by strategically, enhance the abundance and customer experience of Taiping bird brand, and enhance customer stickiness.

As the first fashion life home brand of Taiping bird, PEACEBIRD LIVIN'divides the shop into three types: 100 boutique, 200 life shop and 300 or more concept stores, so as to meet the needs of different consumers.

In September 22nd, the brand image of PEACEBIRD LIVIN'(Taiping bird nest) was unveiled. The five stores in Ningbo opened together, launching the theme of "life desire", which gained high popularity.

At this point, the Taiping bird brand matrix has involved men's wear PEACEBIRD MEN, women's wear PEACEBIRD WOMEN, maiduai Lok Ting LED 'IN, MATERIAL GIRL, home PEACEBIRD LIVIN' Taiping bird nest, children's wear Mini Mini and 7 sweet brands.

02

Joint name of goods

With Coca-Cola, Disney, P&G and other IP gangster, hey!

The essence of apparel retailing is driven by consumers.

The Taiping bird, a young man who aimed at 95 and 00 early, is developing the insights of these new generation of fashion consumers into core competitiveness.

In September 18th, Taiping bird joined hands to publish the 2018 white paper on the new generation of fashion consumption in China.

Zhang Jiangping said: "we hope to present new trends, new concepts and new cultural phenomena brought about by Chinese young people through this white paper.

In the form of consumer research, based on an in-depth understanding of Taiping's brand culture, the white paper helps us understand the psychological state and culture of young people's consumption behavior and even behind them. At the same time, we believe that the release of the white paper is also the best way to spread its brand.

The survey found that this is a group of people who are more self-conscious, more emotional, daring to express, curious about the unknown world, and are more willing to accept the new generation than ever before.

In order to express the attitude of the new generation to fashion pursuit, Taiping bird played a cross-border alliance early, and the result is not bad.

In 2018, the Pacific bird continued to raise its price, with its products and design power as its core, and jointly making frequent explosions.

According to incomplete statistics, Taiping bird has joined nearly 20 series in the past year.

Among them, there is no lack of cooperation with Disney, Coca-Cola, PLAY BOY, pink panther, MTSS, NICO PANDA, Phoenix Bicycle and other super IP nowadays.

03

Channel four wheel drive

Shopping centers and electricity providers are strong "rear wheel driving forces".

Previously, Zhang Jiangping proposed the "four wheel drive" mode for street birds, department stores, shopping centers and electricity suppliers.

Street stores and department stores are the front wheels of traditional retail businesses. Today, shopping centers and electric providers will become the strong rear wheel driving force of Taiping.

In Zhang Jiangping's view, the collection of all kinds of brand shopping and eating, drinking and playing together has become a popular shopping place for young people.

This also explains why Taiping bird regards shopping mall as a key target.

"The rapid growth of Taiping bird is inseparable from the synergy of brand power, product strength and channel power."

According to public information, in the first half of 2018, there were 1493 stores in Taiping bird shopping center, an increase of 18.96% over the same period last year. The total retail sales of shopping center outlets was 1 billion 649 million yuan, an increase of 27.52% over the same period last year.

The cooperation with the well-known chain shopping centers will help both sides to produce the best resources, build up platforms and interact with resources, set up a good example of cooperation between commercial real estate and brand dealers, and ensure the retail quality and operation experience.

In August 23rd this year, Taiping bird and Suning reached a strategic cooperation agreement.

We have discussed in depth the smart retail ecology, smart retail consumption new scenarios, creating new dialogue context between brand and new generation consumers, and signed strategic cooperation agreements to jointly lay out the business layout.

Pacific bird and Suning reached a strategic cooperation agreement

In September, Taiping bird PEACEBIRD's 49 brand shops combined with 17 Wanda in Zhejiang Province, helped Wanda enter the 12 year's first Zhejiang Wanda Carnival Shopping Festival, and on the 24 day, "Taiping bird super brand day" created 818 thousand yuan sales performance.

In from December 21st to 25th, Taiping bird assembled 69 brand stores and 29 Wanda Plaza in central and southern China.

In addition, Taiping bird has established good cooperation with Yintai, Yinli and Baisheng.

In the future, it will continue to deepen the KA strategy, establish a good strategic cooperative relationship with KA group, and make joint efforts on the rational planning of each other's projects and integration of resources to form a scale.

According to "win business network" released in the 2018 shopping center concerned about the list of innovative brands TOP100, Taiping bird is strong in TOP3.

Besides, as the first batch of enterprises to develop online businesses, Taiping bird has shown the ambition of online channels.

In 2008, Taiping bird electric business division was established.

A year later, the Pacific bird participated in the Tmall's first online double 11, a singles day with only promotional nodes.

"Everyone left to work overtime, that night was 520 thousand, it was 1% of the total turnover of Tmall."

Mi left, director of the new media business department of Taiping bird business, recalls.

Today, Taiping bird has gone through the tenth year of electricity supplier growth, which is a key word in these 10 years.

Double eleven single day performance rose from the initial 520 thousand to 818 million now, and 1573 times in 10 years.

Online business also started from 0, to 1 billion 127 million yuan in the three quarter of 2018, accounting for 23.44% of total revenue.

Taiping bird battle eleven

In the past 10 years, the role of Taiping bird electricity supplier has also changed from the initial inventory to the current full channel and new retail attempt.

04

International Perspective of Chinese brands

To bring the tide of the country to a further distance.

In 2018, it can be said that "the first year of the sea" is the Pacific bird.

In February 7th, PEACEBIRD launched its debut in New York fashion week with its main brand, PEACEBIR WOMEN and PEACEBIRD MEN, for the first time officially unveiled in the international market. It is a step forward for the strategic layout of Taiping bird, acquiring international fashion buyer resources and upgrading its global brand image. This is also a global expression of Taiping bird as a "national tide" leading Chinese fashion culture, giving Chinese brand confidence.

PEACEBIRD New York Fashion Week

"Now, we are standing on a higher platform to challenge ourselves.

I hope that through this attitude, all domestic brands will become brave and take the tide of the country further.

Zhang Jiangping told the media.

For about twenty years, China's local brands are not confident. Many times they are afraid to express themselves.

"We always believe that the future Pacific bird must be a multinational company.

Taiping bird insists on doing well in the domestic market while having ambitions for the layout of the international market.

In April 24th, Taiping bird went to Australia with ALI.

The bird of peace, co founder and general manager of the electricity supplier, attended and participated in the "night of Ali" sponsored by Australia. He said he would unite Tmall with Ali to target 80 million overseas Chinese.

Weng Jianghong admitted that selling local clothes to overseas is indeed difficult.

But it is also a valuable thing to bring Chinese fashion clothes like the native best designers of Taiping bird to the global consumers.

After all, at present, there are 80 million overseas Chinese in the world, and their demand for Chinese brands is still large.

05

Focus on youth culture

"In 2018, Taiping bird's brand strategy was to focus on youth culture, including launching the brand advocacy of" Taiping youth "and encouraging young people to focus on the growth of their inner selves in the outward appearance of youth.

Zhang Jiangping talked about it.

In September, PEACEBIRD gathered a number of brands to launch the 919 Taiping bird group "great potential for peace and youth". Through the visual deduction of "THE STRENGTH OF INNER PEACE", we upgraded the definition of its unique brand cultural value, thus giving birth to a more powerful and independent new generation of young people.

On the other hand, PEACEBIRD combines YOHO!

The trend is to launch 13 youth colleges and universities in 6 major cities across the country to launch the youth oriented program of "great peace for youth". We invite Taiping youths to explore the "living" state of life, and search MARS APP for the "peaceful youth" in urban life.

In addition, Taiping bird joined hands with NOWRE to talk about the youth of Central America. Through remolding, structure and creation, we explored the deep meaning of "great peace and youth's promising future", and let the value culture of "peaceful heart create an independent and powerful self" among the Taiping young people is more deeply rooted in the hearts of the people.

06

Billion yuan to join the club

"100011184", which is the sales data of Zhang Yujing's 14 Taiping bird clothing stores in November 13, 2018, is also the first "breaking billion" report card after 18 years of Taiping bird Harbin regional agency: 11 and a half months, selling more than 1 billion.

There are many stores selling nearly 18 million of them.

In Zhang Yujing's words, "the first position of retail is customer".

With the familiarity of customers and the growing clarity of consumer portraits, Zhang Yujing knows more and more about how to build strong connections between products and customers.

Meanwhile, the first joint shop of Taiping bird was formally unveiled at the flower orchard shopping center in Guiyang in August.

The store will assemble three brands of PEACEBIRD WOMEN Taiping bird dress, PEACEBIRD MEN Pacific bird suit and LEDIN Lok girl.

Nearly 800 square meters of shops, three brands of more than 800 items of goods jointly on the new, highlighting the strength of its brand cross-border, while the most fashionable consumer experience for Guiyang consumers.

07

TOC mode of "selling production"

Catching young consumers does not mean that Taiping bird only depends on product and marketing changes, and supply chain management must also be adjusted accordingly.

Zhang Jiangping said that Taiping bird began to adjust supply chain management in the second half of 2016, and completed the whole year in 2017.

First, introduce TOC management mode from men's wear brand to test.

"The test was very successful, from the initial difficulties and complaints to the last part of the Department, it was very enjoyable to achieve a qualitative change in the sales rate and inventory management."

At present, Taiping bird collate the information feedback through two production and marketing coordination meetings once a week to determine the supplement products.

10~14 days after the order, the goods were divided into the franchisee stores according to the TOC analysis results.

Secondly, the supply chain information will be opened up, and the dynamic of future stores will be directly supplied to suppliers and franchisees, so as to realize the smooth flow of information in the industrial chain.

In this way, the rapid circulation of goods between franchisees can be realized.

08

Pacific bird 2019 New Year's message:

Focus on fashion, data driven, whole network retail

In 2019, Taiping bird will focus on fashion, data driven and whole network retail. The organization will strive towards flexible organizations and respond more flexibly to market adjustment. Market strategy still needs to focus on the exploration of existing markets and exploration of emerging markets.

Looking back at the 2018 of Taiping bird, the brand details and the comprehensive strength are deepened.

8 categories of annual hot words, driven by consumers, enhance the fashion of products, make full use of big data and new technologies to upgrade the industrial chain, enhance efficiency and experience through online and offline integration, and ultimately upgrade to value orientation.