Taiping Bird Shops Open And Close Frequently To Improve Operational Efficiency And Build Competitiveness.

It was learned that according to the results of the first quarter of this year, the company opened 54 stores and closed 20 stores, with a net increase of 34, while the company opened 66 stores, closed 186 stores, and reduced its net sales by 120. At present, Taiping bird has 4508 stores in the terminal, of which the number of Direct stores is 1550, accounting for 34%, while the number of franchised stores is 2942, accounting for 65%. For frequent opening and closing shops, Taiping bird official said that it was not a mess, because it was a loss department store, a street store, and a shopping center store on "tall". In one to two years, Taiping birds no longer focus on "extension" because they believe that improving operational efficiency is more important and is also one of the core competitiveness that Taiping hopes to build.

Predicament is the only way to transform.

PEACEBIRD started business in 1989, and the "Taiping bird" brand was founded in 1995. Is a retail oriented multi brand fashion apparel company, committed to providing consumers with medium price high-quality fashion apparel. The company implements gradient brand development strategy, and owns many brands such as PEACEBIRD Taiping bird dress, PEACEBIRD Pacific bird Menswear, LEDIN women's wear, MATERIAL GIRL dress, Mini Peace children's wear, PEACEBIRD LIVIN'Taiping bird nest and so on. Each brand aims at differentiated market segments, complements each other in target consumer groups, brand positioning and product design to meet the diverse needs of increasingly subdivided consumer groups.

In the past 2015-2017 years, the performance of ZARA, H&M and ONLY has been increasing at the same time in the past three years. Taiping bird has experienced a decline in performance growth and even a decline in performance, but this is the only way to transform. Many traditional enterprises are only willing to keep their old books and do not want to change. On this point, Taiping bird is not afraid of the danger ahead.

In the earnings report, Taiping bird divides the intelligent management strategy of commodity planning into three stages. The first stage is through the pursuit of single purchase, making explosions and promoting sales; the second stage is known as "liquidity management", through the TOC system to allocate goods, so as to achieve a reasonable and fast flow of general or even unsalable goods; the third stage is called "freshness management", and realizes the rapid development of fresh funds through the whole process management. At present, the Pacific bird is in the second stage. It is exploring how to increase the circulation speed and gradually increase the ability of rapid development and rapid production in the season according to the trend changes.

One of the reasons for the transformation of Taiping bird is that China's consumption power is shifting from the previous generation of consumer groups to new consumers. The 18-35 year old population accounts for 40% of China's population. In addition, consumers over the age of 35 are being replaced by younger generation. The two reason for the transformation is the change of shopping channels. In the year of 2012 to 2016, the 4 channels of clothing sales: street stores, department stores, electricity suppliers, shopping centers, street shops and department stores are slowly being replaced by electricity suppliers and shopping centers. This is an irreversible trend of the times.

In addition to store upgrade, Taiping bird will carry out the work of channel optimization. Besides the three channels of shopping center, department store and Street store, the Pacific bird will pay more attention to the development of the ole channel and help inventory digestion and commodity circulation. Last year, the retail size of Taiping bird's ole channel exceeded 300 million yuan, an increase of 70% over the same period last year. In order to solve the problems caused by commodity inventory and enhance the effect of commodity management, Taiping bird vigorously promotes TOC management mode, strengthens company inventory control, develops consumer centered commodity strategy and quick response supply chain, and integrates company information data to build a large commodity visualization platform for commodity segment + retail end. In the end of 2018, the original stock value of goods was reduced by 110 million yuan compared with the beginning of the year, a decrease of 4.84%.

Rising tide of national costume is not a day's work.

In the environment of declining consumer growth, transformation anxiety has almost permeated the entire apparel industry, and almost all domestic apparel brands are actively trying to transform from offline to online, from home to abroad, from brand creation to acquisition. Judging from the past few years, most of the transformation is not very successful. The confusion of domestic apparel industry transformation also reflects the survival of the apparel industry. But many of them also have bright spots.

Speaking of national costume, Lining has to be mentioned. At first, Lining was a sub brand of Jianlibao and was not independent until 1994. In the past, Lining brand could rely on Lining's super IP to sit on the mountain of "the light of domestic products". As the market became younger and younger, this set was obviously unable to eat. Lining's losses for three consecutive years proved ironclad. Therefore, in recent years, Lining has put the focus back on products, which has improved from design, material, style, style and color matching. Lining can be said to be one of the biggest brands of Chinese sportswear promotion activities. From New York fashion week to Paris fashion week and back to New York fashion week, different themes and different designs have set off the tidal current circle. In the cross-border joint name, Lining is more bold, successively with the pioneer designer relaxation, the "universe first IP" Star Wars, rap singer GAI, BMW, Disney, red flag, Debon, X-Large, people's daily and other brands crossed the joint name, launched a lot of trend products, has been the crazy pursuit of young people, once the local flavor of domestic products, relying on a wave of strong promotion, successfully entered the ranks of the international tide card.

There is no coincidence. Since 2017, Bosideng has launched the brand remolding by enhancing channel strength, product strength and communication power, "detonating the mainstream and activating the brand". After that, Bosideng began to close inefficient stores and clean up inventory with anti season promotion and new product delivery. In collaboration with the world's top designers, it launched a joint venture and launched a cooperative mode with Disney to improve the overall product quality. It changed the original multi brand strategy to "focus on the main channel, focus on the main brand, and diversify". In September 2018, Bosideng appeared in New York fashion week. Annne Hathaway and other famous American actors helped to win a round of international recognition. After that, coupled with the canadian goose boycott in late 2018, Bosideng hit the "new national product" and "revitalize the national brand" sentiment, helping to upgrade its transformation. According to the data released by Bosideng, as of February 25, 2019, the cumulative retail sales of Bosideng brand down clothing business in fiscal year 2018-2019 exceeded 10 billion yuan, and the total revenue volume increased by 35% over the same period last year. It can be seen that Bosideng's strategy is fruitful.

The Chinese brands represented by Lining, Taiping bird and Bosideng, after experiencing the aging of the brand, remolding and refining, and with the help of more sinicized product R & D design, successfully achieved the purpose of brand promotion, and successfully transformed into a fashionable brand for young people. These successful cases are not a day's work. They cannot be separated from the long-term exploration and in-depth investigation by brands and enterprises. According to relevant reports, the 1984-1995 generation of the world's generation, the "millennial generation", has a huge impact on brand and brand growth. The influence of China's millennial generation is particularly strong. Their preferences and loyalty to a brand can be said to be a vane. Behind this huge market, the way of upgrading the "national tide" dress is still blocked and long.