Taiping Bird Guo Chao: Playing A Different Brand Advantage

In recent two years, the "national tide" is in the limelight. Whether Lining or Huili, all the young people are scramble for it. People's strong sense of identity towards traditional culture and the "turnover" of domestic brands in design drive the rise of "national tide". The "national tide" actually represents two aspects, one is the country, the other two is the tide. First of all, we must find the right way to open up the tide of Chinese fashion.

　 tide

The best young people

Taiping bird creates "chao chao newspaper"

An obvious fact is that "after 90" and "after 95" have gradually become the main force of the new generation of consumption. Their awareness of new things, their desire to try, and the publicity of their personality and ego make their consumption more emphasis on individual expression.

To understand young people, a fashion brand has to say that it is the Pacific bird. On the Tmall platform, Ningbo flagbird fashion apparel Limited by Share Ltd flagship store sits on more than 8 million 360 thousand fans; in the past two years, double eleven, its sales performance has exceeded 800 million yuan; 2018 and 2019 have entered New York fashion week for two consecutive times, causing great repercussions. In May 10th this year, the national brand day, as the representative of Chinese fashion apparel brand, the "chao chao newspaper" created by Taiping bird gained a good reputation. Taiping bird will display its latest brand of the five major brands, including Taiping bird dress x Tetris joint, Taiping bird Mens x Sesame Street joint name, lochting x O.C brand name joint O.C, MATERIAL GIRL and flying girl joint name, as well as Mini Peace and bunny joint name on the assembly line circulation drive, fun and good-looking.

When the economic situation is not very good, why can this brand achieve such a success? Ask the young people around you what you have bought in this brand, you may know the answer. Ms. Jia, 29, who works in a magazine, said she often buys Taiping birds. What she likes most is the Coca-Cola cooperation fund launched last year. Mr. Wang, a 25 year old company member, said the Russian cube series is worth buying.

Indeed, in the past two or three years, Taiping bird's cross-border cooperation can be described as "big brain hole", from Coca-Cola to Phoenix Bicycle, from emoticons Emoji to hi tea, from Picacho to Sesame Street, involving large IP in various fields, full of freshness. In this regard, Chen Yawei, Minister of quality control of Taiping bird, is very proud: "our cross-border cooperation must be the most fashionable and fashionable among domestic brands. In the Emoji series alone, the sale of single item has broken through 10 thousand pieces. On the day of the interview, she wore a yellow T-shirt with a happy tea. It was full of vitality. She could not see that this was an old employee who had worked in Taiping for nearly 20 years.

In the past 20 years, Chen Yawei has gone through many transformations of the brand. Since 2015, the products of Taiping bird have been transformed into fashion and younger. In view of the "90", "95" and other consumer groups to re build the market, the product keeps up with the trend, and the design tends to become more and more trend oriented. Looking back now, the decision at that time was very right. It was timely adjustment of strategy that the Pacific bird could maintain at least 10% growth every year. When the situation is good, 10% is not natural, and when the economic situation is bad, many brands or losses or closing stores, the Pacific bird can still maintain steady growth, but it will surely indicate the direction of brand development is correct. Perhaps in recent years, Taiping bird has changed too fast. Until now, there will be consumers asking in stores, which country is the fashion brand of Pacific bird? At this time, the shopping guide is very proud to say that the Pacific bird is a national card from Zhejiang, China.

However, transformation is bound to pay a price. In the early days of style change, old customers were lost and new consumer groups were not yet accepted. Chen Yawei said: "we went too fast at that time, but now it seems that rapid adjustment has become a major advantage of Taiping."

fast

Yong chasing ZARA speed

At the beginning of rotation, the only thing that remains unchanged is the constant change. In Chen Yawei's view, there must be hard support behind the trend. "We are bound to have strong supply chains behind new and rapid changes every week." Taiping bird has long abandoned the new rules of traditional clothing brands and is increasingly moving closer to the global fast fashion giant ZARA.

The pursuit of speed is closely related to the consumption habits of target consumer groups. According to her, there are two totally different channels on the line and below the Pacific bird. There are many 40%~50% customers under the "80's", and online customers are basically "post-90s". "After 90" brand new and supplementary speed requirements are relatively high.

For example, after entering the summer, Taiping bird's lattice dress suddenly became a burst. Every day, headquarters can receive calls for supplementary requests. Although this dress is not in front of the expected head of the ranks, but with a wealth of experience and nearly two years of continuous optimization of supply chain, Taiping bird in a week to complete the shelves again.

Pacific bird burst dress

"In 2016, the Pacific bird began its supply chain adjustment. One is to change from the traditional order mode to the TOC management mode. In simple terms, the enterprise formulating the production plan according to the sales situation, "selling products", and the two is to enhance the ability of quick response. We meticulous to calculate daily sales and make up orders. Most of the products are in line with expectations because big data are well done. The top 80% of the brand is expected, and of course there will be some black horse money, just like the grid dress that just mentioned, which is related to the trend of fashion and the sudden outbreak. The black horse is a great test for the fast and reverse capabilities of enterprises. Chen Yawei said that Taiping bird can do almost anything now. It only takes 7~15 days from spring to summer, and only 10~15 days in autumn and winter. For example, the speed of the coats is 15 days, the down jacket is 10 days, the knitted sweater is usually 7~8 days, and the dress takes only a week, so that the speed will be fast to the international fast fashion brand.

When the reporter exclaimed that the speed was the life of the enterprise, she did not think that she quickly denied: "no, we have always believed and insisted that quality is the life of the enterprise."

essence

It's not just fast fashion.

Is Taiping bird a fast fashion brand? To this question, Chen Yawei's answer is: "yes or no. our production and new speed are fast fashion brands, but we are much higher than the quality standards of fast fashion brands in general sense."

On the wall of the site of the Pacific bird headquarters, there is such a saying, "we are committed to constantly pleasing customers". "This is not only a design surprise, but also a good quality. We will not abandon quality in order to pursue the trend, which is indispensable to both sides of the coin. She said, "the promise made by the Pacific bird to consumers is that quality problems are permanently changed. This is not a selling point casually speaking to attract customers, but because we are very confident about the quality of our products. I once heard consumers talking about the fabric of Taiping bird on the streets of Ningbo. They thought the texture was very good. At that time, I felt very proud.

Chen Yawei said that the fabric companies of Taiping bird cooperation are among the largest in the industry, such as YOUNGOR in Ningbo. Not only that, enterprises also strictly control the production process. There are about 80 staff members in Taiping bird's product center. About 30 people are responsible for quality control, accounting for 40%. This is to control the quality of products and ensure the good reputation of the brand. "Every batch of products will be tested. We should not be lucky to have a brand. 100 products, even 99, are all good. Only one flaw will affect the reputation of the brand."

In the traditional cognition, "post-90s" consumers care more about style and design, but do not pay special attention to quality. Chen Yawei has the opposite view. "Taiping bird's target customer group is" after 90 ", frankly speaking, they do not have Post-80's high quality requirements. But this generation of consumers has their own consumption attitude. They are more casual. "70 after 80" has a higher degree of inclusiveness for products. For example, a garment loses a button. These consumers will feel nothing. They will stitch well and continue to wear; however, consumers will choose to return products after 90 years. It also reminds us that we must not neglect the quality. We can not complain that the consumers demand high quality, we can only improve the quality of our products and make the consumers perfect.

It is the majority of consumers' evaluation of Taiping birds that the trend is fast, the response is fast and the quality is excellent.