20 years of development, PEACE BIRD's clothing brand ushered in the "melt era"

“Pekingbird has a complete product gradient. It has white-collar fashion brands for the ages of 25-35, Taiping Bird Women's and Taiping Bird Menswear, sweet, elegant, energetic girl-wear brand Liccho, American street maiden wind MATERIAL GIRL and fashionable cute children's clothing. Mini peace and AMAZING PEACE.Multi-brand operation, integrate more consumers, integrate more fashionable life scenes, and integrate more fashion solutions.

As young and weak, we have entered the society more openly to serve our industry, stores and consumers." said Zhang Jiangping, president of Taiping Bird Group and Ningbo Taiping Bird Fashion Co., Ltd.

Chen Dapeng, Executive Vice President of China Garment Association (left), Zhang Jiangping, Chairman of Peacebird Group (center), and Mr. Qu Dejun (right), President of Wanda Finance Group, at the 20th Anniversary Press Conference of the Peacebirds

Mini Peace 16 AW Fashion Show curtain call

The Melting Time of Products: Counter-growth and Integration into Fresh Consumers

How to complete the change of consumers and break the inherent impression of the new consumer groups on the brand? Taiping bird uses the word “reverse growth” to describe this shift: from product design and development, product planning, to the adoption of a flexible supply chain approach, to sales, to integrate design and development into the activities of young people.

Peacebirds pay more attention to the trend of young people. In June of this year, Shanghai Disneyland will officially start its business. The Pacific Tigers and Disney authorized a series of collaborations to attract new levels of support while at the same time attracting fans who originally belonged to different camps. Peacebird brought Disney DNA to consumers who love fashion, and invited fashion creative Han Huo-huo to participate in the design and personal interpretation. This is the first time that Han Huo-huo personally participated in the design of a garment.

The reason why chose to conduct cross-border cooperation with Disney, Peace Bird said, on the one hand, deep-rooted Disney image, can arouse many consumers memories of childhood; more importantly, by then, some of Disney's derivative products will reach a consumption hot spot. This time, the cross-border cooperation model successfully reached the boundary expansion and attracted more consumers with different personalities and consumer tastes.

In addition, Taiping Bird adheres to fashion DNA and cooperates with more international fashion resources. In addition to the participation of French luxury custom brand Alexis Mabille, in the forthcoming 2016 Autumn/Winter collection, Peacebird men and famous floral artist Thierry Boutemy collaborate to interpret through his unique spatial perspective. A simpler and more natural state of clothing gives clothing a new life. Thierry Boutemy has worked with famous designers and brands such as Lanvin, Dries Van Noten and Viktor & Rolf, Dior.

The Fusion of Channels: Zero Time Difference Fashion Response, Exploring the Form of the Terminal

By the end of 2015, there were 3,794 outlets under the Taiping Bird, and the marketing network covered 31 provinces, municipalities and autonomous regions. The terminal form encompassed various retail formats such as street stores, department stores, and shopping centers, forming e-commerce, urban complexes, and street stores. , department stores a full range of "four-wheel drive" channel advantages.

Street stores and department stores are the traditional sales channels for the clothing industry. In 2015, the retail sales of Taiping Bird Street and department stores continued to increase, and the sales ratio remained stable. As shopping centers suddenly took shape, Taipingsong responded to the changes in the commercial retail business in a timely manner. In this trend, the retail sales achieved by opening stores in shopping centers increased from 483.33 million yuan in 2012 to 1.913.47 million in 2015, with an average annual compound growth rate of 58.6%; Taiping Bird actively developed its e-commerce business, and in 2015 its e-commerce business was realized. Retail sales amounted to RMB 1.1 billion, accounting for 12% of the total retail sales of branded apparel, and CAGR of 65% from 2013 to 2015.

In 2015, the top five brands of the company broke through sales of 383 million yuan, which was a year-on-year increase of 47.3% compared to the turnover of 260 million yuan in the double 11-day period in 2014. Among them, the Taiping bird men’s single brand reached 194 million yuan within 24 hours. A total of more than 700,000 consumers have become users of Taiping Bird. On average, 14 pieces of clothing are sold every second, and wireless-end transactions account for more than 80% of the total.

Peacebird is testing the cross-border e-commerce business. The online business has gone one step ahead of the world and the future is full of imagination. Behind the development of e-commerce is the support of five-star China's first apparel industry, Wuxing Logistics. This most advanced clothing logistics base in China is showing its charm to the industry, and brings more humanity to online and offline customer experience. Customer Experience.

The future Taiping Bird is committed to the creation of omni-channel, online and offline sales of the same model with the same price, allowing marketing programs based on real consumer data to help achieve new product penetration. At the same time, back-end supply chain solutions help achieve the best delivery experience, shortest delivery path and optimal inventory management.

At the same time, Taiping bird grasps the origin of retail and will also focus on the exploration of the main terminal form. Peacebird will form a strategic cooperation with Wanda Group, the world's largest commercial real estate company, and the first batch of stores will be opened in the high-quality Wanda Plaza. How to build these collection stores? Zhang Jiangping said: “We will use a certain concept and style as the main line to select the product line that meets the theme of multiple brands under the Taiping Bird. We will focus on display and sales in the same store, with brand selection and product collocation, to facilitate consumer purchase. To personalize services to meet consumer needs.

This will be a new cultural space that integrates lifestyle trends and fashion. Taiping Bird's multi-brand gathering, so that our collection shop for each stylish young people to provide personalized fashion solutions for everyone to enjoy the fun of fashion. ”

The marketing fusion era: creating entertainment labels,

Innovative fashion and entertainment presentation

With 80,90 has become the main consumer, brand owners have to follow the trend, change the strategy, towards the entertainment business "show" close. The Peacebirds and young people interacted more and more, and they entered the world of music from the fashion industry. They could not only wear clothes but also “listen”. According to the "20th Anniversary Press Conference of Rongping Peacebirds," the company will launch a series of fashion and entertainment cooperation with Ali Music, Sina Entertainment and other channels in the future.

At the conference site, the upcoming launch of the Peacebird song, PEACEBIRD's fusion era, not only integrates the “heart” as always, but also adheres to the “early heart that everyone enjoys the fun of fashion”. It will also be open and inclusive. The spirit, with a stylish connection, and the community share the fun of fashion. Ali Music will not only become the starting platform for the Taiping Bird theme song, but also will provide Taiping Bird with a personalized store music solution. The future Taiping Bird will have full access to Aria Planet's full entertainment system.

Zhang Jiangping said: “In the era of pan-entertainment, the relationship between fashion and entertainment is inextricably linked. With the completion of the upgrading of the consumer group of Taiping Bird products, we will play cross-border circles to the music circle and invite the gold medal production of Mo Yanlin. "Peaceful song creation." "Let young people combine their passion for music with fashion and understand the brand's new products in this new way, which will enrich the young consumer groups' interpretation of the Taiping bird brand." One on-site guest said. Peacebird Fashion