The Taiping Bird Of "Going Out" Is Ushering In The Era Of Peace.

China is waiting for a truly "going out" commercial fashion brand.

Over the past ten years, Chinese fashion has gone through the awakening of globalization. The domestic clothing brands represented by Taiping bird began to rise through brand upgrading, but in front of them is how to achieve sustainable growth, and how to internationalize and seize the trend.

Last February, Alibaba's Tmall, Centrino fashion and its strategic partner, American Fashion Designers Association CFDA, launched the first New York fashion week in China in the first quarter, and jointly presented four different styles of Chinese fashion brands such as PEACEBIRD, Lining, CHENPENG and CLOT.

In the early years, Chinese fashion was not without ambition to go out, but the brand strength, timing and platform were not mature.

There is no climate for the official organs and enterprises to organize the fashion show or the individual brands to fight alone in overseas markets. There is no clearer plan for whether the purpose of "going out" is cultural output or commercial expansion.

The rise of domestic clothing brands and the power of the two power providers provide the conditions for "going global".

With the bridge built by Tmall and the scale effect produced by multi brands, considering the comprehensive cultural output and commercial expansion, Taiping bird has found a truly suitable outlet.

Integrating into the global fashion context

On the debut of New York fashion week, Taiping bird also presented the core brand PEACEBIRD WOMEN Taiping bird dress and PEACEBIRDMEN Pacific bird Menswear, bringing the trend of fashion to the global market.

Taking the theme of "new student doctrine" as a theme, Coca-Cola's joint name with the 90s Chinese student era element creativity combined precisely reflects the mentality of contemporary Chinese youth: nostalgia, laxity, curiosity about Chinese products and global culture.

After a year, Taiping bird returned to New York fashion week with Tmall Chao action. It released the PEACEBIRD MEN2019 spring summer series in the name of "Youth Made China" early this morning in Beijing time, and it was also on sale at the 10 Tmall Pacific flagship store.

A year later, landing on the international fashion week proves that Taiping bird is not satisfied with the one-time overseas voice. The group is very clear that the brand needs to be presented with more precise and deep brand image after the freshness of the first landing.

The new series takes the youth culture as the clue, and based on the three pivots of "creation, integration and youth", uses the contemporary youth's active deconstruction and the two creation preference, reexamines the classic characters of Sesame Street, and reconsiders the inherent viewpoint and consumption attitude in this interactive process.

Zhang Jiangping, chairman of Taiping bird group, said, "if we had made the first appearance in New York fashion week last year to break through" ourselves ", this time, we have thrown aside the small" Id "and hope to create a youth together.

PEACEBIRD MEN has invited the new artists TroubleAndrew and Reilly to re create the classic Sesame Street comics. The pattern runs through the whole new series.

This is also the first time that Taiping bird has pboundary content creation with the new generation of international artists.

TroubleAndrew, a street graffiti artist, was famous for his cooperation with Gucci. His symbolic Kuso attitude and childish brushstroke challenge the serious and serious habits and habits.

As the first batch of new generation artists to cooperate with Gucci, TroubleAndrew breaks the boundaries between street art and luxury goods, and brings a rebellious force to the re definition of fashion.

Reilly, a graduate of the Royal College of Art in Scotland, and the "colorful jigsaw genius" Reilly, a fashionable and collage art with a sense of humor, make it the most popular artist on the Instagram. Its works often display rich imagination and create a harmonious picture of unrelated pictures.

The two people have 120 thousand and 130 thousand fans on Instagram respectively, which are deeply related to the fashion industry.

Since last year, the group's brands have been co operating with Coca-Cola, Disney, PLAY BOY, pink panther, MTSS, NICOPANDA, Phoenix Bicycle and other well-known IP. Taiping bird has obviously tasted the sweetness of cross-border cooperation.

But in addition to the topic of marketing, PEACEBIRDMEN invited two new generation artists to further promote the depth of cross-border cooperation this year, abandoning the traditional "joint doctrine" of the joint names, enriching the connotation of the brand from the level of creative production, so that creativity is endowed with a younger perspective from the root.

From such a simple symbol of "Coca-Cola" to the integration of Chinese and Western cultures in the process of creative content production, it is obvious that Taiping's efforts to adapt itself to the global fashion context are obvious.

At the same time, how to express itself on a globalized platform in the competitive global fashion arena has become an unavoidable problem. Therefore, the reflection on "Chinese identity" is also reflected in the recent design of many clothing brands including Pacific bird.

Despite the rapid development of China's clothing brand in the past 10 years, the "national tide" that envelops the mystery of the East is always misunderstood in the process of stepping into the international arena.

Most Western consumers think that "Chinese fashion" is a design that is full of traditional Chinese elements, such as Chinese red, paper cut and cheongsam.

It is easy to see from the calendar of luxury brands in the past few years that such stereotypes still remain intact.

The fashion of representing China's young fashion forces is also aware of the mission to break through on this issue.

The PEACEBIRD MEN2019 spring summer series is integrated into the "Youth" written in Chinese traditional calligraphy, and the Oriental elements are properly integrated into the international fashion context in the form of written symbols. The fashion body is used as the fashion carrier to convey the fashion awareness of contemporary Chinese youth.

At this point, Taiping bird has begun to take the embryonic form of globalization in the direction of creativity and presentation, but this is still not enough to become the core competitiveness of its realization of the "American Dream".

The fiercely competitive global fashion arena makes it easier to create a dream bubble that ignores the core value of the brand.

The resonance value of youth culture

Since 2015, Taiping bird has identified a group strategy for brand upgrading.

The core brands PEACEBIRD WOMEN and PEACEBIRDMEN have launched a younger pformation. Targeting the target group of customers after 95 is a radical strategy for some people. After all, it is considered the most successful young pformation case in the market.

In 2017, Zhang Jiangping said to fashion headlines, "there is competition and progress. There is no future in keeping with the achievements that have been achieved." DNA has always insisted on "no innovation, just waiting for death". This is also a key factor that Taiping bird can always follow the progress of the times and continue to develop.

In the three years, the Pacific bird has become the most popular clothing brand for young people and the 95 most famous domestic clothing brands.

However, as more and more domestic clothing brands began to awaken, repositioning and younger pformation, competition became fierce.

Coupled with the changing tastes of young people, brands may lose these consumers at any time.

Since last year, the market has been paying close attention to how the Taiping bird keeps its lead and remains unique.

It is a wise practice to sublimate the pformation of youth into the core of youth culture.

In the younger marketing, consumers' energy is often easily dispersed.

Some marketing experts have questioned whether today's brand is made up of advertising content or social trash on social media. What should be asked again is whether the actual effect of these daily operation activities is to consume the brand or to accumulate the brand.

Under such circumstances, the systematic reorganization of scattered marketing activities and the reaffirming of the core culture of the brand can help to strengthen, and more accurately, sharpen the image of the brand in the minds of consumers.

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 reality that needs to be recognized is that more and more young consumers are beginning to lose their freshness in oversaturated fashion brands, and the era of selling products by simple packaging is over.

Therefore, both luxury brands and mid-range brands must become clearer, sharper and more recognizable in order to remain attractive.

For the time being, the homogenization of national brand products is becoming more and more serious. Only "brand sharpening" can reflect its uniqueness.

To deepen the moat, Taiping bird made clear the core value of youth culture in September last year, and formally put forward the concept of "Taiping youth" to further clarify the brand identity and values.

The brand's definition of "Taiping youth" is that they have a clear mind, a calm heart, a firm insistence, throw away the youths' wild appearance, and focus on the growth of their inner selves.

They dare to try new things, and follow all kinds of emerging trends at first, but do not follow blindly. They are young, independent and courageous.

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.

With the launch of the new "YOUTH MADECHINA" series, Taiping bird has further explained the concept of youth, which has injected introspection on Chinese identity and global vision, which reflects the common growth of brand and Chinese young people, and also tries to play a leading role.

The brand's latest understanding of its concept of youth is "using the boundless creativity of Chinese youth and the barrier of Chinese culture to reshape fashion, describe China and dialogue with the world."

Wang Mingfeng, general manager of PEACEBIRDMEN, said, "the world is flat, and there is no time difference in the pmission of information. Therefore, we integrate into the global culture from the open spirit of our predecessors. We are willing to understand others, and we also hope to make others understand us through our efforts."

In the series of interpretation and presentation, Taiping bird also invited many young generation of opinion leaders from China as the representatives of "Taiping youth", including Chinese saber Sun Wei, Xiao Ke theory editor Li Xiaoke, Chinese new generation writer Zi Wenyuan Zi Hao, Hongkong high jump goddess Yang Wenyu and other young faces from all walks of life.

Now it seems that from the concept of "Taiping youth" to the value subject of "Taiping youth", Taiping's interpretation of youth culture has been quite three-dimensional and is constantly deepening.

Through a multi angle and multi-level exploration of the youth culture, the Taiping bird gradually analyzes the life attitude of the young people, and has a thorough understanding of the characteristics of the young people, and also makes its own brand culture close to the contemporary youth culture.

The cultivation of youth culture is a dynamic process of deepening and settling. It is not a one-time success, but the core value of the brand is stable in the process of constant trial and error, and it has become the most core competitive power of the brand at home and abroad.

In the final analysis, brand is faced with a rapidly changing competitive market, and the core value and methodology remain stable is the key to brand sustainable development.

More importantly, youth culture is a global language that helps the Pacific birds communicate more smoothly on the international stage.

Among the many resonance values, young power is the most energetic and the most powerful force to break the geographical boundaries. After all, the common characteristics of young people all over the world are longing for change and curiosity.

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.

If we set up the concept of Taiping youth and gather the youth of Taiping, once these ideas and actions become inertia, the brand will become a huge perpetual motion machine, and the potential is immeasurable.

Let business go out too.

With the tide of globalization sweeping the fashion industry, the development of China's fashion industry has now pursued the vision of internationalization in different angles and paths, whether it has created the local brand or the designer brand influenced by western culture.

The appearance of Chinese independent designer brands on the international stage is no longer a novelty.

But as early as the early stage of the cultural output for the purpose of the mixed dish fashion show, no commercial power endorsement of the cultural output is difficult to create enough voice.

While Chinese fashion is making efforts at the creative level, China's fashion business is almost silent in the international market.

The short history of Chinese fashion is not dominant in the international fashion stage, but in recent years, China's active e-commerce economy has become an accelerator of Chinese fashion.

New York's fashion week, built by Tmall, made China's brand participation in the international fashion week. Besides developing its vision, it also gave more practical business considerations.

Some analysts believe that compared with Europe, the United States and China have more common points. Their vast territory means a huge local market. The consumption habits and aesthetic differences between domestic regions bring more development to the diversified brand structure.

The US market today may be the future that China can refer to.

Therefore, New York fashion week China Japan hopes that the world can see the Chinese design that integrates the local and the world by not only promoting its international business development, but also accurately and comprehensively outline the diversified ecological integrity of China's fashion industry.

Since last year's first landing in New York fashion week, Taiping bird has shown its ambition to become a multinational company, not only in April 24th, but also in cooperation with Alibaba in Australia, aiming at overseas Chinese market.

In June 9th, Taiping bird's brand MaterialGirl opened its first store in Taipei, Taiwan, and became the first offline shop outside China.

In September 18th, Taiping bird launched the "2018 China's new generation of fashion consumer white paper" in London, UK.

In the same month, LEDIN, a woman's clothing, joined the domestic artist Zhang Quan's personal brand MELTINGSADNESS series. The flash shop appeared in Paris fashion week.

In a wider global fashion business market, Chinese clothing brands are beginning to understand the power of e-commerce and high-tech.

With the support of Tmall's platform, Taiping bird's two landing in New York fashion week is achieved by buying.

Last year, the New York fashion week was released, and it gained 1 billion 500 million exposure as soon as possible in the international media. The number of micro-blog's topic discussions also exceeded 20 million, triggering the "China Japan effect" across the US and China.

After the release of the Taiping bird show, it was invited by several overseas buyer shops and fashion funds.

In October last year, Taiping bird opened its first new flagship store in Hangzhou's joy city.

According to the preliminary performance of Taiping bird released in 2018, it is expected that net profit will rise 23% to 560 million yuan.

In the first three quarters of September 30th, Taiping bird sales rose 13.14% to 4 billion 888 million yuan, while net profit surged 69.72% to 282 million yuan.

As of the end of the reporting period, there were 4431 sales outlets under the group, an increase of 6.18% over the same period last year, of which 1407 were self owned stores, 3007 franchisees and 17 joint operations.

The Chinese commercial clothing brands, especially the 24 year old Taiping birds, who are carrying young and new retail forms, are experiencing the best time in history.

The new world is flat, and the distance between Chinese fashion and global fashion is infinitely shortened. Taiping bird will also usher in the era of peace.