Clothing Is More Difficult To Sell During The Epidemic Season? Talk Blind! Pacific Birds Depend On These 4 Teams To Sell 246 Million Days In 3 Days.

Affected by the new crown epidemic situation, people live in isolation, less consumption demand, the whole garment supply chain is slow to work, and local clothing brand enterprises' offline stores are generally affected. However, China's multi brand fashion group, Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") has achieved an adverse trend in the epidemic situation.

The news from Taiping bird shows that during the epidemic period, the Pacific bird adopted the strategy of "ALLIN new retail". Its current performance has stabilized at more than 10 million yuan per day, with the highest daily sales of nearly 50 million yuan. On March 5th -8, during the "Queen's Day", more than 40 live Taiping birds were broadcast, covering nearly 1 million 800 thousand customers, and the total sales volume was 246 million yuan, and the number of women's clothing brands was over 100 million. Among them, more than half of the turnover was achieved through the new retail mode such as WeChat's small program and live broadcast.

Taiping bird also said that the epidemic will cause some adverse effects on the company's spring stock, but the proportion of spring clothing is relatively low, and the company has controlled the initial quantity through flexible supply chain, so the overall impact is controllable.

Guosheng securities analyst Ju Xinghai believes that in the face of the sudden industrial crisis, Taiping bird quickly set up the strategic command center during the epidemic period, transform and reconstruct the functions of the internal departments of the brands, and vigorously develop new retail businesses. In view of this, the rapid response of Taiping bird has benefited from the solid reserves of the new retail business in the early stage of the company. Meanwhile, in the medium to long term, Taiping bird continued to improve the quality of its operations to bring about steady growth in business.

On the team side, through the "strategic command center + internal function reconstruction", Taiping bird quickly adapted to the epidemic sales. After the outbreak of the epidemic, all the brands of the company quickly established the strategic command center during the epidemic period, and the original team was re divided and adjusted to serve the store's shopping guide. Taking the main brand of women's clothing as an example, the company was internally adjusted to four new teams: first, the "powder absorbing group" provided methodology and resources support for the expansion of online community regulation; two, the grass planting group was responsible for community marketing activities. Delimitation, visual merchandising and distribution of goods; three, "weeding group" to undertake small business system optimization and promotional discount planning; four, "cheer group" for the above three teams for case dismantling and method presentation. With the help of the four teams, nearly 10000 collocs of the Pacific bird show their abilities and cohesiveness. At the same time, Taiping headquarters rapidly extracted the SOP of "online services 1 (pre preparation) +3 (contact, discovery, feedback)" to improve online service standards in a timely manner.

At the same time, Taiping bird launched the "cloud storage" layout in 2016. Up to now, nearly 3000 stores in Taiping bird have been completely shared by cloud stores, and store stocks have been dispatched nearby to solve the problem of logistics stagnation during the epidemic period, and continuously create revenue for the company during the epidemic. On the other hand, some brands were suspended by the supply chain and inventory pressure during the epidemic. The company quickly adjusted the new channel from the offline to the online with the advantage of the flexible supply chain, while maintaining the rhythm of every two weeks.

In addition, the Pacific bird TOC reform has achieved initial success. Ju Xinghai estimated that the retail discount rate increased by 2pct in the summer of 2018 compared with the same period last year, and the sales rate increased by 6pct, while the quarterly commodity inventory fell by 12% compared with the same period last year. And the Pacific bird's overall promotion of TOC is divided into three stages. The current second stage of liquidity management and the third stage freshness management are also in the pilot program. The development of fresh funds, the smooth / unsalable commodity circulation and inventory control are expected to further speed up the company's operational efficiency.

Cheng Weixiong, general manager of textile and clothing brand management and Shanghai Liang Qi Brand Management Co., Ltd., said: "the impact of the epidemic on online business is more popular. Not only is it limited to user experience in the second tier market and the developed coastal market, but also in the 3456 line, the lower tier market and the remote, backward market users of the Internet business education and training. The pace of online and offline interconnection, and how to borrow the CRM user relationship has been further promoted and commercially utilized in the current community, live broadcast and social cognition. But with the control of the epidemic, the entity store is still the mainstream revenue, but the share of offline entities will be eroded by Internet commerce step by step, and the proportion of Internet business income will increase substantially before the epidemic.

In Cheng Weixiong's view, Internet thinking is the key to putting the traditional shoes and clothing industry on the wings. The experience brought by Internet technology at the consumer side has subverted the inherent business mode, so that users can replace the selling middlemen to become the love of the brand. But unfortunately, the consumption end and the supply side are separated by mountains and rivers. Fundamentally, the demand for user experience of the consumer end is slow and slow in the supply side, and each is fighting for itself, and each of them is linked to the industrial characteristics of the textile and garment industry. How to solve the rapid integration of the supply side and the consumer side in the future will need the thinking of the industrial Internet to deal with such challenges. Finding the pain points and breakthrough points is the spring of the industrial Internet. It's the spring of local industry.

In the view of Ju Xinghai, Taiping bird, as a brand clothing leading company with multi brand and all channels, has shown the leading industry's coping ability in this epidemic situation with its earlier new retail layout. And in 2019, the company adjusted inefficient inefficient stores and moved stores from street stores to shopping centers, from offline to online. It is expected that with the end of the optimization adjustment, the business of Taiping bird can achieve steady growth. However, Ju Xinghai also admitted that the clothing industry autumn and winter clothing unit price is generally higher, Taiping bird's four quarter income accounted for nearly 4 percent, the two or three quarter is off-season, the first quarter of the past three years, the average income accounted for about 22%. Considering the current online and offline performance of the company, it is expected that growth will be achieved in the first quarter, and the overall decline of Taiping bird will be around 20%.

Ju Xinghai stressed that affected by the epidemic, the downward trend of garment industry's traditional line has been dramatically enlarged. The leading clothing brand is quick to respond and has strong ability to resist risks. It has intensified efforts to develop the business of electronic commerce. At the same time, it has accelerated the exploration of new retail modes such as live broadcast, small programs, cloud stores, and so on. It will integrate the offline lines to help stores get through the difficulties, and the leading companies with early layout and quick response are expected to continue to benefit.

According to public information, the Taiping bird group was founded in 1989. The "Taiping bird" brand was founded in 1995. After 20 years of development, Taiping bird group has developed from a single garment enterprise to a comprehensive industry group with clothing brand's creative research and development, fashion design and marketing as the core of the industry.

According to the financial report, as of the three quarterly report in 2019, Taiping bird achieved a business income of 5 billion 3 million yuan, and its net profit attributable to shareholders of listed companies was 207 million yuan. The company expects that net profit attributable to shareholders of listed companies will be around 550 million yuan in 2019, which is expected to be reduced by about 4% compared with the same period last year. Taiping bird said that the main reason for the change in the company's performance during the reporting period was the continuous optimization of the layout of the channel. The number of stores at the end of the year was around 4500, of which more than 1600 were direct stores, the number of which increased from the beginning of the year, and the cost of leasing increased correspondingly. At the same time, the company increased its key investment in brand building, resulting in a decrease in the current operating profit.

As of the first textile network reporter issued before, Taiping bird reported 15.87 yuan / share, or 4.20%, market value of 7 billion 600 million yuan.