Please Come And Speak With Ouyang And Nana. The Birds Watched The Group Of 00 Girls Who Had A Strong Desire To Shop.

Just joined Taobao and became a new force modeling partner of cello performer Ouyang Nana.

In June 14th, China's multi brand fashion group, Ningbo Taiping bird fashion dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") announced that Ouyang and Nana became spokesmen for Taiping bird clothing brand. At the same time, Ouyang and Nana also became the first PEACEBIRD voice producer.

The Pacific bird hopes that Ouyang, Nana and the brand will stand together to convey the attitude of the Pacific bird, and explore the topic of young people - embrace change, do not set limits, dare to challenge, and multifold possibilities.

According to public information, Ouyang, Nana, was born in Taipei, Taiwan Province in June 15, 2000. She was born in the old house village of Hengjiang Town, Ji'an County, Jiangxi Province, China's Taiwan cello performer, film actor and singer.

In addition, in September 24, 2016, sportswear Semir costumes announced the launch of a "fashion Partner Program", when Ouyang Nana became the first fashion partner to be appointed. In the early hours of the day, the Ouyang Nana personal clothing series "Tmall Rhapsody" was sold at the Juhuasuan flagship store and Juhuasuan. It was the first Semir clothing series to be sold online. In addition, the clothing series sold more than 60 thousand copies in Juhuasuan for more than half a day.

According to QuestMobile's previously released "her economy" insight report, China Mobile's Internet female population accounts for 46.9% of the total network, and the user scale grows faster than the whole network. After 00, women become a new force. On the one hand, it highlights the characteristics of night owls, and the activity rate from 10 to early morning is significantly higher than that of other intergenerational women. On the other hand, consumption power has broken out, and the increase in consumption capacity over 1000 yuan is nearly 50%.

In terms of consumption, the main body of China Mobile Internet female consumer status was established, of which 90% became the main consumer force, while the online consumption of 1 thousand yuan accounted for 21.1%, while the consumption power of female students broke out after 00, with an increase of nearly 50% in terms of spending power over 1000 yuan. Women's desire for shopping is strong, and self promotion and children's education demand are rising. The penetration rate in the comprehensive electricity supplier and K12 industry has been significantly improved.

According to the insiders, Taiping bird joined hands with Ouyang and Nana. On the one hand, it can transform fans effect into instant purchasing power. On the other hand, it can strengthen its brand penetration and influence in young groups with its influence and higher traffic heat.

The brand marketing of Taiping bird can effectively guide and stimulate the needs of young consumers. The new form is that the company is ahead of the marketing features of other clothing brands, including many flash shops, brand cross border joint funds, Chaozhou people's media marketing, and large black technology flagship stores, etc., in the 18-30 year old mainstream consumer oriented by Taiping bird, from the media and new The combination of technology and tide marketing can generate enough topic traffic and gain more attention from non loyal consumers through word of mouth marketing.

Public information shows that Taiping bird is a retail oriented multi brand fashion apparel operator, committed to providing consumers with medium price high quality fashion casual wear. The company owns PEACEBIRD women's wear, PEACEBIRD men's clothing, Lok Ting LED 'IN dress, MATERIALGIRL women's wear, MiniPeace children's wear, PEACEBIRDLIVIN Taiping bird nest and many other brands. The brand portfolio of the company has a gradient in gender, age and price, and complements each other in target consumer groups, brand positioning and product design. It has formed three brand combinations of core brands, emerging brands, and nurturing brands, with the potential of rolling development.

Women's wear and men's wear are the core brands of Taiping bird, founded in 1997 and 1995 respectively. Their target consumers are "fashionable, dynamic, Asian" 25-30 year old urban women and men. After more than 20 years of development, Taiping bird clothing has accumulated a higher brand awareness and customer base, with better growth and profitability.

In recent years, the Taiping bird brand has adjusted its style to cater for the new generation of consumer groups. At present, some achievements have been made. In the era of Pan entertainment, Taiping bird also frequently crossover music. In addition to inviting the gold medal production to create the theme song of the Taiping bird, Mo Yanlin also launched a number of "bird and Man Music Festival", so that birds and people fans volunteered for Taiping bird banner while enjoying the feast of hearing. Under the brand "fight call".

At the same time, Taiping bird expands the social platform through small red books, jitter, and small program live broadcast, making full use of public and private domain traffic to accelerate the integration of various channels. During the "Queen's Day" period, the company realized the total transaction amount of 246 million yuan. Taiping bird keeps abreast of the trend and focuses on fashion. Through dynamic insight into consumer demand, it quickly applies to product research and development, launches Guofeng series and other best-selling products. At the same time, it works with super IP to launch women's clothing "Mulan" cooperation series, Menswear MISBHV cooperation series, LEDIN magic card, maiden cherry joint name series, MiniPeace duer A dream cooperation series.

According to the financial report, in the first quarter of this year, Taiping bird realized its operating income of 1 billion 383 million yuan, down 16.66% compared to the same period last year, attributing net profit to 8 million 755 thousand and 900 yuan, down 89.89% compared with the same period last year, and the net loss of non net profit was 36 million 274 thousand and 100 yuan, down 216.30% compared with the same period last year. The net cash flow generated by business activities was -1.82 billion yuan, an increase of 88 million 330 thousand yuan over the same period.

From the brand point of view, PEACEBIRD women's wear business income 498 million yuan, down 13.94% compared to the same period last year, gross profit margin fell 4.91% to 55.45%, men's business income 448 million yuan, down 22.85% compared to the same period last year, gross profit margin fell 5.95% to 52.31%; LEDIN Lok women's clothing business income of 199 million yuan, down 7.03%, year-on-year decline in gross profit margin, 0.78% to 0.78%; PEACEBIRD children's wear business realized 180 million yuan, down 14.19% year-on-year, and gross profit margin fell 9.79% to 46.87% over the same period last year.

During the reporting period, there were 49 Taiping bird clearance shops, including 24 newly opened and direct stores, 53 franchised stores, 38 outlets and 88 franchised stores. Up to the end of the reporting period, there were 4447 stores under the Pacific bird shop, of which 1619 were direct stores, 2825 were franchises, and 3 were affiliated stores.

In the first quarter of this year, the outlets achieved 714 million yuan of revenue, a decrease of 18.16% compared to the same period last year. The franchisee realized operating income of 123 million yuan, a decrease of 60.72% compared to the same period last year, and the operating income of the joint store was 168 thousand and 500 yuan, a decrease of 91.23% over the same period last year. The company's existing joint store is Baini children's wear joint store.

Orient Securities analyst Shi Hongmei believes that in the short term, the epidemic has a negative impact on the company's offline retail sales. The company has made up for the loss of the line through the power of the new retail business under the electricity supplier and the online and offline businesses, especially with the restoration of the commercial facilities such as offline stores and e-commerce logistics in March, and the overall retail sales warming rate is expected to be better than the average level of the industry. In the medium to long term, Taiping bird still has much room for improvement in terms of cost and inventory control. The elasticity of earnings depends on the recovery process. Since 2018, Taiping bird has launched the TOC mode from men's clothing to clothing brand, which helps to enhance the competitiveness of the company's brands in the industry.

Insiders judged that with the gradual improvement of domestic epidemic situation, the two quarter of brand apparel began to improve, and most of the enterprises' offline sales could return to over 50% of last year's year-on-year sales.

From the observation point of view, the sales under the epidemic situation were greatly affected by the offline sales. Garment enterprises actively develop new retail outlets and expand online channels. Through the WeChat online membership program, the distribution of small programs, micro-blog, Xiao Hong Shu, jitter and other channels, Taiping bird strengthens its online interaction, and carries out multi-dimensional precision marketing with big data. In the first ten days of February, the average daily retail sales exceeded 10 million, and in from March 5th to 8th it was "female". During the "Wang Festival", the total amount of the total channel turnover was 246 million yuan, of which the women's clothing brand was over 100 million, and the men's wear was 3 yuan for 60 million days.

Although the clothing stores closed a lot during the epidemic and the sales were cold on the line, the companies focusing on new retail and online businesses injected into Taiping bird had a better performance online. The rapid growth of online businesses effectively reduced the impact of the epidemic. According to the channels, the online revenue of Taiping bird increased by 16.30% to 530 million yuan in the first quarter, and the gross profit margin increased by 3.2 over the same period last year. 7% to 44.92%. While offline revenue declined by 29.48% to 837 million yuan, and gross profit margin fell 6.88% to 56.83% over the same period last year. In May, the two major brands of Taiping bird's menswear and Lok Ting also worked with Liu Tao and Li Jiaqi respectively, and achieved good results.

Hao Shuai, a researcher at Guotai Junan Securities, believes that under the new retail trend, many garment enterprises are distributing live broadcasting business providers and developing new sales channels. Each brand has effectively increased the flow of shops through direct seeding, which helps to enhance brand image and influence. It is expected that the competitiveness of domestic leading brand will be strengthened in the future, mainly because of the leading brands in China. The effect of the supply chain reform is obvious, and the operating efficiency tends to increase. Two, the inventory turnover of leading enterprises has been improved in the epidemic situation, and overall controllable; the three leading enterprises have made progress in brand design; four, the leading brands have better technology and quality; five, the domestic leading brands have been optimized through channels, while enhancing the brand image and attracting more customers.