Taiping Bird Under Epidemic Situation: How To Build Immunity With Anti Fragile Ability

Recently, Nelson released "in-depth analysis of the transformation and opportunities of China's retail industry under the epidemic situation".

"The sudden outbreak of new crown pneumonia has brought great challenges to China's retail industry, but retailers still show great flexibility and resilience in a turbulent environment. Many retailers quickly organize and actively respond to the rapidly changing situation and adjust their business strategy. They said they saw new opportunities in the crisis, and the epidemic will accelerate the development of the retail industry in the future. Nelson, President of China Justin, said (Sargent).

In the face of difficulties and new retail opportunities, Taiping bird responded quickly and together, and achieved a total retail sales of over 10 million yuan, with a daily sales of nearly 50 million yuan.

The Pacific bird has formulated a series of strategies to deal with the crisis.

Short term response: turning crises into opportunities, focusing on breakthroughs in new retail and traditional e-commerce business, orderly resumption of offline stores, and full channel retailing to recover quickly, showing the nature of retrograde and anti fragile organizations.

ALL IN new retail. Taiping bird's new zero business started earlier. During the epidemic period, its business volume was growing rapidly. It has been stable at more than 10 million yuan per day, with a daily sales of nearly 50 million yuan. On March 5th -8, during the "Queen's Day", Taiping bird achieved a total sales of 246 million.

Force the traditional electricity supplier. The traditional electricity business of Taiping bird showed a good growth momentum during the overall downturn of the industry during the epidemic.

During the "Queen's Day", women's wear and men's wear brands ranked the top two in Tmall's similar stores, while children's wear increased by more than 50%, ranking the top four in the industry.

Good performance during the epidemic made Taiping bird full confidence in the development of traditional electricity business in the first quarter.

Steadily push back to work under the line.

Most of the offline stores have been resumed, and some rent relief is expected to have a positive impact on the company's performance.

Taiping bird dress "bird Click" small program (left), Taiping bird menswear official micro Mall (right)

Medium term strength: enhance organizational effectiveness and bring the advantages of leading companies into full play.

The epidemic poses a severe test to the clothing retail companies. The company that has fast response and strong risk tolerance has obvious advantages and will take the lead in the further upgrading of the industry concentration.

At the channel level, Taiping bird will take the new retail as an important breakthrough in business growth, and constantly accelerate the retail layout. At the same time, the company's traditional electricity business revenue accounted for more than 1/4 of the total. Under the offline channel, the proportion of shopping centers and department stores under the line is lower than 40%.

At the product and brand level, Taiping bird always adhered to the brand positioning of young people, and actively applied various digital tools in product R & D, brand promotion and customer relationship management to enhance brand stickiness. At present, the company widely applies the TOC method based on artificial intelligence and big data in the R & D and management of commodities. Digital tools such as "bird Click" APP and SCRM customer relationship management system have been put into use in the new retail operation of women's wear and men's clothing, and achieved good results.

On the basic guarantee level, besides the five star logistics base, the company also has a cloud storage system covering more than 3000 stores. It realizes the cloud sharing and data allocation of the inventory, and can complete the transfer and delivery of the nearest stores. During the epidemic period, the amount of delivery of self operated new retail stores through cloud storage system has accounted for 65% of its current sales.

In addition, the Taiping bird capital is abundant. At the end of the three quarter of 2019, the total amount of book currency funds and bank financing totaled nearly 1 billion 200 million yuan, and the terminal sales in the fourth quarter were good.

Long term planning: firm strategic goals and clear strategic direction.

Taiping bird proposed to become a "new generation of Chinese fashion brand" before 2030. The company will focus on the strategic direction of "focus on fashion, data-driven, retail", adhere to the cultivation and incubation of high fashion brands, constantly promote digital management and intelligent decision support, and create new retail channels integrating physical stores, traditional electricity providers, social networking providers, and official website. At the same time, through continuous organizational iteration and efficiency improvement, we can achieve a comprehensive quality and performance of the company. Promote.