In The Age Of Women In Power, The Peace Bird Makes The Right Choice

Although the year 2020 is the year of black swan spreading, the year 2020 is not so difficult for taipingniao, which has completed its youth before the epidemic and can steadily promote the all-channel digital transformation.

In 2020, the sales volume of taipingniao rose 14.24% to 9.057 billion yuan, and the net profit also rose to 28.89% to 711 million yuan. As of December 12, last year, the annual total retail sales of the main brand of taipingbird women's wear single brand, including online and offline Omni channel, had exceeded 5 billion, a peak since the establishment of taipingbird women's clothing, with a growth rate of 28% over the same period last year.

Why can the peace bird in such a bad environment, but also constantly upward, as if the green clouds. The improvement of performance and profitability is not only due to the promotion of e-commerce business, but also the growth of its brand entity business. Only by optimizing and adjusting the organizational structure and business model can we achieve greater breakthroughs.

Behind the counter trend, the Taiping bird can not do without the accurate grasp of the target group. China has nearly 400 million female consumers aged between 20 and 60, and controls the consumption expenditure of up to 10 trillion yuan per year, which is enough to constitute the third largest consumer market in the world. The scale is close to the sum of European, German, French and British retail markets.

Women have a higher voice and decision-making power in the fields of clothing, shoes and hats, furniture, mother and baby, make-up and beauty products. As the female consumers gradually become dominant, the overall atmosphere of the clothing industry also changes. From pleasing others to pleasing themselves, we will continue to lead the way, to a certain extent, to provide more buffering world for Pacific birds, to express their opinions on some public issues, and conduct deep-seated dialogues with specific consumers.

Although the shaping of values needs more time and managers, it is indeed the core hub to cultivate brand loyalty. Taipingniao deeply understands this truth and applies it to actual combat immediately. Because in recent years, the topic of feminism has become more and more popular in the world. Through a series of social events, it provides a good opportunity for the domestic society to discuss feminist issues.

As one of the domestic women's clothing brands, taipingbird naturally has some feelings. It integrates the brand elements into the depth rather than staying on the surface. It suggests a suitable environment to connect its own brand with today's hot topics, thus driving the enthusiasm of both sides.

In the era of female dominated consumption, Pacific bird has made the right choice. The soul dialogue between the brand and the consumer, and grasp the psychological changes of consumers, may be the reason why taipingbird has been able to moisten in the past year.