"Taiping Youth" Taipingniao Appeared Again In Two International Fashion Weeks In September

On August 26, the well-known domestic clothing brand Taipingbird officially announced that it would visit New York Fashion Week and Paris Fashion Week in September 2019 with the theme of "Taiping Youth GAME ON". It is reported that after appearing at New York Fashion Week in 2018 and early 2019, Peacebird has once again used Chinese design as a link to talk with the world, and described the beauty of Chinese fashion trends with "the boundless creativity of Chinese youth" and "the inclusiveness of Chinese culture without barriers".

Previously, when talking about the topic of "how to formulate transformation and upgrading plans" for domestic clothing brands, Cheng Weixiong, an expert in textile and clothing brand management, analyzed that as time went by, the consumer groups of Taipingbird's target age group were also changing. This requires that Peacebird can have a real-time insight into the clothing consumption preferences of target consumers, and reach them in a timely and effective manner through brand matrix, product design, marketing methods, etc.

Interpreting "Oriental Design" from a More Diversified Perspective

Those who are familiar with the changes of trends know that for a long time in the past, when it comes to "Chinese style", the first thing that jumped into most people's minds is probably the elements of dragon, auspicious clouds, embroidery, etc. However, in the past two years, Chinese brands represented by Taipingniao have "sprung up" at the four major fashion weeks, relying not on these traditional clothing elements with the "Chinese style" imprint, but on learning nutrients from local cultural trends and changes in international trends, actively promoting the integration of Chinese fashion culture into the international context, trying, challenging The confidence, strength and responsibility of Chinese brands are demonstrated in the process of breakthrough.

Explore the boundaries of trends in depth with TROUBLE ANDREW, REILLY, American fashion brand OPENING CEREMONY and other new artists who are popular all over the world; Join hands with National Milk Candy "Big White Rabbit" and Internet platform "Are you hungry" to unlock fashion play. These design expressions are closer to the interests and consumption preferences of the younger generation in China, which not only triggered positive feedback from domestic consumers, but also attracted special attention from fashion buyers in the international market.

"Why do you want to visit International Fashion Week?" When talking about this topic, Zhang Jiangping, chairman of Taipingbird Group, said: "Holding a big show to convey the fashion attitude is a long-term measure taken by Taipingbird to start from its own strategy. Since the establishment of the brand, from Ningbo to Beijing, Shanghai, to New York, Paris, Taipingbird has been exploring the direction of integration of Chinese culture and innovative design through the brand show."

　　 Reach youth groups with more in-depth insight

As we approach the Peacebird Global Fashion Month in September, Peacebird recently launched a warm-up video and creative dynamic poster with the theme of "Taiping Youth GAME ON". "Official Declaration" was launched at the two fashion weeks in New York and Paris in September, demonstrating the brand's "finishing touch" of in-depth insight into consumers and playing with young people.

"Taiping Youth is our brand expression for the new generation of youth groups. GAME ON puns on the 'champion spirit of competition' and the 'curious exploration spirit of games', pays homage to the traditional fashion week in New York and Paris, and also foreshadows the two big shows." Ou Limin, chief strategic officer of Taiping Bird Group, said.

CBNData found through big data monitoring that consumers' attention to joint cross-border related products has continued to increase, and online related consumption has exploded. The post-90s and post-95s young people have become the main consumers of cross-border goods, accounting for more than 50% of the total. In addition to quality and taste, these new generation consumers also demand fun and interesting products or personality.

After 2019, Taipingniao has constantly enriched the image and connotation of "Taiping Youth" through more diversified interactive scenes. In February 2019, Peacebird appeared again at New York Fashion Week with "YOUTH MADE CHINA" to speak for the strength of Chinese youth. Later, Taipingbird launched a brand limited time flash store with the theme of "Neighboring with Difference" in Shanghai Xintiandi, describing the life state of youth community. In May, the 10th anniversary show of "BE ANOTHER without fun" in Lecho encouraged the exploration of tens of millions of self hidden in the original gene. In August, MiniPlay, a subsidiary of Taipingbird, appeared at Beijing Fashion Week, bringing a more three-dimensional brand matrix experience; Cooperate with Playfun MMDou and invite Matzka, the powerful arranger of Band Summer, and Han Yu, the champion of This is Hip hop, to express the fun in a creative way of "music+hip-hop"

"The sense of crisis caused by the change of fast consumption structure has made us always look for multi-channel external borrowing and win-win cooperation while making our own innovation and transformation. The cooperation between brands, that is, cross-border cooperation, can produce unique cultural values, let more consumers have a sense of cultural value, and let us move closer to consumers." Taipingniao said, "In the process of leveraging cooperation, the information channel has been widened, and we will listen to voices from all sides, observe data at different levels, so that we can better understand consumers." These in-depth insights will become a key step for Taipingbird to connect the future with a multi-dimensional innovation chain under the tide of the market industry.