Taiping Bird'S 2019 Fashion And Diversity Road

In interpreting the advanced value of clothing brand value, Taiping bird shows the fashion of big brands.

In the early 3 or 4 years, if the Taiping bird made a great achievement in the transformation and upgrading of the costumes and costumes, then in 2019, Taiping bird was using its keen sense of fashion to try to awaken consumers' brand new understanding of Chinese fashion. Zhang Jiangping, the founder of the brand, said: "for the clothing brand, no matter how it changes, the soul of the brand can not be changed, otherwise the products produced are just industrial products, without personality and tension."

In 2019, at a harsh retail environment than at any time, how did Taiping bird meet difficulties and highlight the tension of bird fashion? This article will explore from its marketing innovation, product development, brand culture and channel development.

01

　　 20+ content cooperation throughout the year.

From made in China to Chinese design

After more than 40 years of primitive development, Chinese clothing has gradually developed from OEM to independent research and development, and the added value of products has increased. Brand awareness has begun to spread in China's apparel industry.

In the process, the first thing to solve is the ability of R & D of goods.

As a traditional clothing retail brand, Taiping bird was founded in 1996, and its product development and design are regarded as the first productivity. "Based on product design, we will create dialogue with consumers through brand representation and retail mode." CEO Chen Hongzhao, a bird of peace, said at the scene of the Paris fashion week.

According to the 2019 interim report of Taiping bird, its R & D expenses increased by 3.93% compared with the same period last year, reaching 52 million 795 thousand and 900 yuan, while the 2018 annual investment of Taiping bird has reached 113 million yuan, which is 29.48% higher than that of 2017, higher than the average level of the industry. At the same time, every brand of Taiping bird has an independent product planning and product research and development department, closely collaborated and integrated development. Guided by market trend, consumer insight and competition situation, it aims at maximizing production speed and quality control as well as maximizing pre-season commodity development and quarterly chasing.

In terms of product research and development, in addition to continuing to strengthen the development ability and new ability of the band, Taiping bird also focuses on developing the cross border joint product R & D capability, and improves the freshness and topic degree through the co creation of content. According to incomplete statistics, the whole brand of Taiping bird has completed at least 20 products cooperation in 2019. The objects involved are the new platforms that precipitate the lifestyle of young people like tea and hunger. They also include IP images, such as sesame street, Po Ke Meng, Tang Laoya, ice and snow, and so on. There are more popular brands like the big white rabbit, and there are also entertainment IP that reflect the youth's instant life.

The core idea of IP cooperation is to choose the place that matches the brand from the core of IP, so that it can deduce deeply with the product and touch the mind of young consumers with content.

At this point, the Taiping bird is well versed in its way.

"Our pursuit of cross-border cooperation means that brands are multiplied by brands rather than labels and labels." Taiping bird chairman Zhang Jiangping elaborated. "What we want is through cross-border cooperation, with products to convey to consumers the cultural value and emotional connections behind products, rather than simply presenting two brands of logo together on clothing."

Take the "double" limited cooperation with pleasure as an example, taking the Christmas and new year as the atmosphere, the young people's "happiness" to "eat" and "wear" has been sublimated to the "joy, super doubling" and "double" New Year's happiness throughout the 2019.

02

　　 3 Fashion International Fashion Week & 2 top domestic Showcase

International vision of big brands

As the first batch of clothing brands in China to bring the tide to the overseas through the international fashion week, Taiping bird continued to exert its strength in 2019. The 3 fashion overseas fashion week, together with the 10th anniversary major shows of Lok ting and Mini Peace China International Fashion week for children, once again strengthened their strategic goals of being based on the mainland, representing China and heading for the world.

Over the past year, Taiping bird has gained the "international vision" with its frequent "going out" strategy.

At the beginning of 2019, Taiping bird once again appeared on the international fashion main stage New York fashion week after a year. With the name of "Youth Made China", it invited the new artists Trouble Andrew and Reilly to explain the classic IP sesame street together, and invited the new generation of "Taiping youth" and the all ball fashion designers to interpret the new series. The purpose is to reconstruct the fashion, describe China and the dialogue world with the boundless creativity of Chinese youth and the tolerance of Chinese culture.

The time passed to September, the Pacific bird launched the "2019 international fashion week plan" in Shuangcheng, that is, "GAME ON" as the theme, landing New York fashion week and Paris fashion week as the theme. It hopes to convey young people's current mentality of "self competition and self exile" through a series of new series of products, together with the entertainment and interaction of young fashions, such as fashion show, transboundary flash, and multi-dimensional interpretation of the new generation, which will be further influenced by the trend aesthetics of Chinese design.

As an important member of "China design", Taiping bird is constantly promoting the integration of Chinese fashion culture into the international context. It also does not forget to base itself on its own. In 2019, Lok Ting's 10th anniversary big show and Mini Peace China International Children fashion week, which were successfully held, also made people feel the cultural confidence of Taiping bird in the fashion area intuitively.

In fact, since 2005, Taiping bird has never stopped holding a big show. From Beijing, Shanghai to New York and Paris, this road has been going on for 14 years. During the process, Zhang Jiangping felt deeply and deeply: "hosting the big show is transmitting fashion attitude. We constantly explore the fusion direction of Chinese culture and innovative design through brand show, hoping to express the ultimate pursuit and innovation gene of our brand through the communication and integration with the whole fashion culture, so that the spirit and expression of Taiping bird can be perceived by consumers."

In Zhang Jiangping's view, the present Taiping bird may not be qualified to represent China's design. But as a Chinese brand and a member of China's design, it is willing to stand on the world stage to express the design spirit of Taiping bird, and express its requirements for self innovation through the show, and design a platform for China and win customers' favor for products and brands.

03

　　 Pluralistic construction of Youth Dialogue Space

Reinterpretation of "Taiping youth" culture

Whether it is the dozens of cross-border cooperation mentioned above, or the continuous voicing of the international fashion week, Taiping bird wants to make the spirit and expression of Taiping bird the best perception of consumers. Among them, the continuous insight of consumers is essential.

As early as September 2018, Taiping bird joined hands to publish the 2018 white paper on the new generation of fashion consumption in China. Through the new trend, new concept and new cultural phenomenon brought about by the white paper for young people in China, it also helps consumers understand the psychological state and culture of young people's consumption behavior and even behind them by means of consumer research. In December 20th, CBNData's "2019 China Internet consumption ecology big data report" was released. The crossover marketing of Taiping bird and hi tea and joint action with Harry Porter focused on the new generation and insight into the youth group.

On the basis of a deep insight into the current situation of contemporary youth, Taiping bird formally put forward the concept of "Taiping youth" in September last year, clarified the core value of youth culture, and further clarified the identity and values of the brand, and became an important guideline for brand younger and brand segmentation.

As mentioned above, in the face of the increasingly popular brand crossover in recent years, Taiping bird does not take the brand combination of simple grafting as a "gimmick", but penetrates into the essence of cross-border nature -- brand equity sharing.

On the other hand, the understanding and application of the culture of youth by the Pacific bird has also gone deep into the omnidirectional output of "Taiping youth" brand values. Such value thinking is directly reflected in the top-down system design and bottom-up implementation.

In February 2019, the Pacific bird appeared again in the New York fashion week with "YOUTH MADE CHINA" to voice the Chinese youth's strength.

After that, Taiping bird launched a brand time limited flash store in Shanghai new world to describe the status of youth community life.

At the same time, it pays tribute to "54 why 100th anniversary young people always love the streets".

With the cooperation of playing MTV beans, invites the orchestra summer, the strength arranger music Matzka (Masca) and "this is the street dance" champion Han Yu, with "the music + the street dance" the creativity expression way, the sentiment deduces a "peaceful youth" the comfortable ceremony.

Lok Ting joined the national milk sugar rabbit in the wooden wood art gallery to hold a special exhibition. It is never possible to create more possibilities.

In May 2019, Taiping bird also appeared on the Chinese brand day as the prototype of time magazine "TIME", and advocated its own attitude. The real cultural confidence is tolerance and development, and strive to integrate all kinds of excellent cultural genes and evolve into a more inclusive existence. In this flash, we reviewed the brand upgrading path of Taiping bird. At the same time, by crossing the "China brand day", Taiping bird also opened a new entry in 2019 - my Taiping era.

From 2018, "Taiping youth has great potential" to 2019, "my Taiping era". As the first batch of young and more successful brands in China, Taiping bird deeply explored the brand connotation through "Taiping youth" values, and opened the Taiping era belonging to Taiping youth.

04

　 11 years, double 11 & the first collection store in Southern China

Online and offline all network touches

In the 2019 Tmall double eleven, Taiping bird's brand single day retail sales hit 917 million success, once again refresh the record. Among them, Taiping bird's men's daily sales reached 308 million, ranking third in men's clothing category. Taiping bird clothing and Lok Cho were separated by sixth and seventh women's clothing categories by 278 million and 2.18 respectively, and children's wear MiniPeace sold 80 million 300 thousand per day, ranking eighth in children's wear category.

Behind the figures is the return of the Taiping bird to the retail center and the best answer to focus on fashion, data driven and whole network retail. Taiping bird did not define double eleven as online carnival. It is more of a fusion, a fusion of online and offline, a combination of strong and powerful. "A stronger brand is also a simultaneous development of online and offline industries," he said. Weng Jianghong, general manager of Taiping bird electric business, explained, "online and offline are different tools, different carriers, but ultimately the essence of retail is the same."

As an important channel for brand development, the rise of e-commerce has indeed changed the original traditional business ecosystem, so that brands can break the constraints of space and time, and more likely to reach consumers. But the offline store is the most direct way to contact consumers with brand, and has always been the highlight of Taiping bird.

Taiping bird, which has developed from the traditional retail industry to the present, has a solid offline channel and consumer base, and continues to optimize the layout of the new four-wheel solid drive. While promoting the rapid development of online business, it also expands the development power of shopping centers, otter Les and other channels, continuously improves the overall quality of offline stores, builds online and offline retail outlets, and stimulates new consumption with data driven.

In April of this year, the Pacific bird group and Longhu Group signed a strategic cooperation agreement at the headquarters of Ningbo Pacific bird group. The two sides have reached a high degree of consensus on the exploration of business models of new retail, the promotion of business driven capabilities of brands and shopping centres driven by big data, and the creation of new dialogues between brands and new generation consumers. This is also an important step for the strategic cooperation between Taiping bird and KA, following the signing of the strategic agreement with Wanda, Yintai, Yinli, Suning, Bailian and other 9 main players. In the same year, the most popular shopping center brand in the first half of the year was released by WINDATA, the second most popular clothing brand in the first half of 2019.

"Under the backdrop of slowing national economic growth, Taiping bird and Longhu have created a new record in their respective fields. We hope that through this strategic cooperation, the two sides can enhance the operational efficiency of existing stores under the guidance of the new four-wheel drive strategy, and expand the business surprises of high quality stores and 1+1>2." Zhang Jiangping said.

At the same time, there are also qualitative changes under the Pacific bird.

In July 28th, the first collection shop of PEACEBIRD Pacific bird in Southern China opened in Longhua, Shenzhen. 400. The design of the full screen French window is in line with the contemporary trend of aesthetics. The 1200 floors of the 2 floors of the shop floor adopt the brand's latest generation of shop image. The goods are the four major brands of PEACEBIRD WOMEN Taiping bird dress, PEACEBIRD MEN Taiping bird men's clothing, LEDIN Lok ting and lifestyle brand PEACEBIRD LIVIN.

This is also the first appearance of lifestyle brand PEACEBIRD LIVIN "Taiping bird nest" in Southern China.

According to Taiping bird 2019 three quarter report, online channel revenue is still growing at a rate of 14.28% over the same period, reaching 1 billion 286 million yuan, accounting for 26.05% of total revenue. Below the line, Taiping bird has 4438 outlets, including 1625 Direct stores, 2807 franchises and 6 joint stores.

　 - conclusion -

Compared with the international clothing brands that have recently withdrawn from the Chinese market, domestic brands such as Taiping bird are bringing more confidence to the Chinese market. Constantly enhance the R & D power of their products, continue to voice on the world fashion stage, interpret the fashion charm of new products from a cultural perspective, and lay out the online and offline retail business, focusing on the fashion of "national tide" and showing the strength of Chinese design to the world.

Taiping bird, innovation has been on the road.