Taiping Bird, New York Fashion Week: "Taiping Youth" Is Chinese And International.

The story of Taiping bird upgrading and pformation is still regarded as a model of local brand pformation.

The Ningbo brand, which was born in 1995, began to implement the pformation plan from around 2014. First, it unified the English name of PEACEBIRD, and then came to the design consultancy company Landor to complete the design of the new logo.

On the brand portfolio, Taiping bird has divided three development gradients: core brand, emerging brand and brand culture. Currently, it has PEACEBIRD WOMEN, PEACEBIRD MEN, children's wear brand Mini Peace and French children's wear, sweet girl, girl dress LEDIN Lok ting and American street girl brand Material Girl, lifestyle brand PEACEBIRD LIVIN, Taiping bird nest and other seven brand lines, each brand maintains independent operation.

The PEACEBIRD MEN of China Fashion Week in New York fashion week focuses on 23-28 year old urban male consumers. Transformation means finding brand new brand positioning, and how to seize the new generation of young consumers in the process of consumption iteration?

The practice of PEACEBIRD MEN is to take the lead in other domestic brands in the past few years, take the lead in opening the joint names and reach the various levels of local popular culture through the frequent "joint cross-border" project. Through the joint and cross-border cooperation with Disney and Coca-Cola, PEACEBIRD MEN has already seized a group of young consumers with high viscosity "millennial generation" and "Z generation".

On the retail strategy, Taiping menswear first tested the water "TOC" strategy in 2017, and maintained high efficiency and quick response through the "fixed sale". Through the two week new rate, it created freshness for the physical store, kept market acuity, and effectively promoted the growth of the entity's performance.

According to the Taiping bird group's third quarter earnings report in 2018, Taiping bird realized its operating income of 4 billion 888 million yuan, up 13.14% over the same period last year, of which PEACEBIRD MEN gradually consolidated its market position and its operating income exceeded 1 billion 600 million yuan.

In terms of electricity providers, through the development of online and offline cloud storage system, double eleven single day performance reached 818 million yuan, 10 times 1573 times.

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

Wang Mingfeng, general manager of PEACEBIRD MEN, believes that the key to maintaining brand sensitivity is continuous evolution.

"We evolve with the evolution of the definition of" Youth ".

Wang Mingfeng told BoF, "all brands that have solidified positioning have either entered the museum or have been reborn in Nirvana."

For the future of the brand, the planning of PEACEBIRD MEN is consumer oriented.

"Because we can't ask (or stipulate) that consumers are online or offline.

So, wherever we like, we will satisfy him. "

Wang Mingfeng said.

On the eve of preparing for the New York fashion week, Wang Mingfeng and BoF have revealed in detail the themes and highlights of this week's fashion week, how to better cross border cooperation for a business brand, and the next business plan of Pacific bird.

BoF: what do you expect to achieve in New York fashion week?

WMF: the most important thing is to form mutual understanding and make PEACEBIRD MEN behave in the way of "young". This kind of "Youth" is not modified or magnified, but let the voice of "young" make its own voice.

We are willing to understand the rich and diverse world, and hope that through our efforts to let others understand us, a similarly rich and diverse bird of peace Style Men's clothing.

BoF: this season, the theme of New York fashion week is "YOUTH MADE CHINA". What kind of group is the "Taiping youth" and "Taiping youth" in the brand proposition? What kind of form will it appear on this T stage show, can it be "spoiled"? Will there be any Chinese elements this time?

WMF: the "Taiping youth" we want to define is a group of people who love fashion from their bones, and run to keep their love and understanding of fashion for more people.

Or, this group represents a more and more open and more confident new generation.

This time I will go to New York to bring Chinese elements.

Because we are "Chinese elements", a fashion brand from China, a group of young people from China, a view of fashion from China.

BoF: Why did you decide to cooperate with Trevor Andrew and Reilly?

What kind of sparks do you feel in the process of cooperation?

WMF: we feel that we are all the same young people. We have a lot of sympathy for beauty, fashion, and understanding of what is happening now.

Based on this point, we do not care about Chinese and western. What we care about is whether we can appreciate each other and inspire each other.

BoF: cross-border cooperation has become very routine in the fashion industry. What does PEACEBIRD MEN think about cross-border cooperation, including two aspects, brand positioning and business?

WMF: the essence of pboundary is to straddle our borders.

Therefore, the essence of cross-border cooperation is to expand the inherent cognitive boundaries of the brand, so that the connotation of the brand itself can be nourished and enriched by the cooperation of different brands. This is a very wonderful process.

BoF: what difficulties did Taiping bird men wear in the pformation process and how did they break through?

WMF: a problem?

Every day we have a truck problem, not at a certain time.

All of the problems are due to the fact that we can not clearly understand who the consumer is, or that most of the time we are stuck in "who we think the consumer is".

The essence of all problems is "putting the cart before the horse" and returning to the state of nature, that is to say, "the brand is obliged to understand the consumer, the consumer has no obligation to understand the brand", and everything is self defeating.

BoF: what are the brand's plans for the development of brands at home and abroad in the next year or even five years?

WMF: take things as they please.

We show the true bird of peace in the men's clothing intact and sincere.

Author: BoF Team