Last Year, Taiping Bird, Whose Revenue Exceeded 7 Billion 900 Million, Should Be Used As The "Fashion Brand Of China'S Youth" In 10 Years.

China's multi brand fashion group, Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") released its 2019 annual report on the evening of April 20th. During the reporting period, the company achieved operating income of 7 billion 928 million yuan, an increase of 2.8% over the 2018 year, and maintained an annual growth trend; the net profit attributable to shareholders of listed companies was 552 million yuan, a slight decrease of 3.5% compared with 2018.

By the end of 2019, Taiping bird had invested 2 billion 9 million yuan in money and all kinds of financial products, with sufficient cash reserves, controllable overall debt scale and good solvency. The net cash flow generated by the company's business activities in 2019 was 868 million yuan.

In 2019, the Pacific bird continued to deepen the three major development strategies and embarked on five key tasks.

1, fast and flexible digital merchandise management. Taking customer insight and demand as the starting point, we will comprehensively build and upgrade the management systems such as SAP, DRP, CRM, SCM, PLM and so on. The whole link of development, design, production, supply, logistics, distribution and sales services will be fully digitalized, digitized and intelligentized, so as to constantly optimize the fast reverse development and flexible supply, reduce the futures ratio, increase the proportion of commodities in the season, and provide the customers with the most fresh and fashionable quality products. Products to enhance the turnover rate of goods.

2, advance fashion brand marketing. Take the fashion youth as the center, take the commodity as the starting point, continue to cross the boundary, continue the fashion voice, through the whole network full channel content marketing, attract topics, gather flow, raise retail sales, and continuously enhance brand equity.

3, optimize the whole channel retail system. We should take the promotion of membership stickiness as the core traction, actively develop social retail, and realize the effective touch up and quality service of the offline fashion consultants, vigorously push forward the business of e-commerce, and promote seamless and smooth flow of commodities, members and services under the online and offline businesses.

4, create a dynamic and efficient organization. The company takes struggling partners as the foundation, strengthens the performance oriented talent screening and incentive mechanism, and builds a team with high goal orientation and high combat effectiveness.

5, the layout of the new growth curve. We should actively incubate new brands, actively explore new models, store the future, and lead long-term and sustained growth.

During the reporting period, Taiping bird launched the joint series of Taiping bird's wear and HARRYPOTTER, Pacific bird's men's clothing, Sesame Street, LEDIN Lok Ting, big white rabbit, MiniPeace children's wear, ice and snow, and more than 30 series of commodities, which met the diversified needs of the young consumers. The Pacific bird's men's clothing was in line with the trend of sports and leisure, and launched the "PEACE degree" sports line, with StudioHag. El's MathieuHagelaars shoes are popular with young consumers because of their high fashion and innovative styles. Taiping bird clothing designs the "China design PEACE" design line to support the development of Chinese cutting-edge designers in design and business.

In 2020, Pacific bird will achieve sustainable development on the basis of ensuring business safety.

Building brand assets and strengthening brand marketing

Brand is the core asset of a company. The company will adhere to customer centered, commodity driven, and constantly innovate brand marketing, make full use of customers and membership resources, adhere to Chinese design, constantly export young culture and fashion culture to customers, create high-quality customer experience, and continuously enhance brand impact.

Seize the new position of social retail to enhance the capacity of full channel retailing

At present, social retail has gradually become one of the main consumption patterns of young consumers. During the company's response to the epidemic, the new retail business model has made a big breakthrough. The company will continue to explore new retail tools such as live broadcast, cloud store, small program, play, export more high-quality content, direct direct and franchisee stores, steadily push forward the layout optimization of stores, increase shopping guide sales, continuously upgrade stores, and create more opportunities to integrate online and offline, so that new retail and traditional retailers will have different rings in goods, R & D, supply and sale. Collision and iteration are continually carried out in the section.

Strengthening data driven and optimizing linkage mechanism of commodity management

The company will take data as the driving force to continuously optimize the linkage of product R & D, management and supply system, adhere to rolling development and flexible supply, fully tap core categories, constantly upgrade the proportion of explosions, ensure continuous and effective supply of commodities, continuously improve the efficiency of whole channel commodity conversion, reduce inventory risk and improve the quality of operation.

Activating organizational talents for continuous and progressive management

Talent is the core competitiveness of the company, organization is the basis of company management. The company will take the struggling "bird people" as the guide, guide and encourage employees to continuously develop themselves, embody others and make achievements partners. Aim at traction, strengthen the construction of matrix organization, focus on organizational vitality building, promote learning benchmarks, improve internal redevelopment, create long-term learning oriented and growth oriented organizations, fully implement new incentive mechanisms, and strengthen terminal responsibility and initiative. The mechanism will increase the performance increment and enhance the efficiency.

Public information shows that Taiping bird is a customer focused fashion brand retail companies. It is committed to becoming a fashion brand for Chinese youth. The company focuses on the fashion industry and implements the strategy of "gradient brand". Now it has PEACEBIRD Taiping bird dress, PEACEBIRD Pacific bird Menswear, LEDIN Lok dress, MiniPeace children's wear, MATERIALGIRL "material girl" dress, PETiTAVriL bey sweet. Children's wear, PEACEBIRDLIVIN, Taiping bird nest home and many other brands.

Under the guidance of the positioning of the "20-30 year old Chinese fashion youth" as a core group, Taiping bird distinguishes target customers from age, personality characteristics, price range and application scenarios, and creates brand matrix to make a deep segmentation market. The company creates a C2B business model centered on customer value creation and data intelligence, and strives to achieve the strategic goal of "China's youth first choice fashion brand" by 2030.

For this reason, the strategy of "focus on fashion, data driven and whole network retail" is implemented by Pacific bird.

Focus on fashion - the company focuses on fashion youth, develops fashion brands, develops fashion products, continues to surprise consumers, and is committed to becoming the "fashion brand of China's youth".

Data driven data is the core resource of the company's sustainable development. The company will continuously promote the digitalization, data and intelligence of the full link operation, and better and faster meet the fashion demand and higher operational efficiency of consumers.

The whole network retailing -- with continuous optimization of the consumer shopping experience as the traction, enables online and offline products, members and services to get through, and the whole channel is seamless and free to purchase, and actively realizes the new digital retail of full integration of physical retail, social retail and e-commerce retail.