Can Taiping "Reverse Growth Road" Become A Textbook For Other Brand Pformation?

A few months ago, when interviewed Jinding award designer Wu Xuekai, he asked him a question: what kind of pformation and pformation of enterprises are successful models in the process of consumption iteration? (portal: Designer Wu Xuekai's 20 years: witness all the way, change all the way).

Wu mentioned the Ningbo Pacific bird.

Indeed, as a "veteran" in the garment industry for more than 20 years, in the environment of the domestic clothing market is weak and the new generation of consumers is rising, Taiping bird has suddenly changed its genes. It stands on the young stage with a brand new and vigorous posture. It seems that the brand of middle-aged and old people with the temperament of "urban-rural fringe" has nothing to do with it ten years ago.

In January of this year, Pacific bird succeeded in the Shanghai stock exchange.

It has become the first Chinese garment brand to land in the A stock market in this year.

At the "double eleven" Shopping Festival last year, Taiping contributed more than 600 million yuan to sales, the favorite of the retail market.

"The vitality of a brand has a lot to do with how an enterprise defines its own values and plans for the future."

Wu Xuekai thinks that the success of Taiping bird lies in the fashion charm and innovation idea of the brand. But when did this change happen? Can it become a "textbook" for other brand pformation?

Pacific bird's path of adverse growth

The Taiping bird brand was founded in 1996. It was an era of formal dress and fashion.

We see today's Taiping bird group, the main business is the brand of women's clothing, the most rapid development.

But at the beginning of its creation, Taiping bird started with casual men's clothing.

This way has made the Taiping bird a great success.

However, with the rise of casual clothes, leisure brands such as Guangdong, Shanghai and Fujian have sprung up like mushrooms.

Take listing as an example. When it came to the issue of listing last May, Zhang Jiangping, chairman of Taiping bird group, said, "IPO has been out of temper for many years."

In the June 2015 Taiping bird prospectus, investors found that although the company's performance is still growing, there are nearly 30% of the stores losing money.

But it may also be due to the "no temper" of Taiping bird that it can withstand "loneliness" and the test of time, thus successfully being "domesticated".

Count the Pacific bird's achievements:

In September 2001, Taiping bird set up "Taiping bird fashion dress Co., Ltd." and began to set foot in the field of women's wear.

After that, they joined the girls' brand Lok Ting, the American street breeze brand Material Girl, the children's wear brand MINI PEACE and so on.

Through market segmentation, multi-layer coverage is realized on clothing brand.

In April 2015, perhaps it was to see consumers' demand for high-end clothing category. Taiping bird became a French high-end custom brand Alexis Mabille, to fill the gap of high-end fashion retail.

Starting from the mature brand line, further developing new brands from subdivision areas, sharing resources through channels, design, marketing and other resources to help new brand growth is a common practice of Taiping bird.

From the market reaction, women's clothing covers 16 to 30 years old market, men's clothing covers 23 to 30 years old market, children's clothing market has also been covered, and even opened the household goods shop "Taiping bird nest", called "full bloom."

Meanwhile, Taiping bird has been committed to learning foreign design concepts and is the first fashion company in China to cooperate with ZARA, a fast fashion giant.

Every year, the company sells more than 8000 new styles of clothing, with over 500 designers.

The success of Taiping bird also has to be mentioned, that is, the rise of electric business.

Taiping bird touched the net in 2008. At that time, the retail business of electric power was still a jade to be developed. When other brands did not realize the great potential of this channel, Taiping bird set up Ningbo Taiping bird magic fashion dress Co., Ltd., which specializes in the online business of Taiping bird brand.

In the 2014 year of the year, Taiping bird has set up two wholly owned subsidiaries such as Taiping Bird Network Technology Co., Ltd., Taiping bird Agel Ecommerce Ltd and so on.

In order to make the brand younger, Taiping, an old brand enterprise, also spares no effort to curry favor with young consumer groups in content marketing.

Let me give you a few examples:

First, we set up the "net red" business department, focusing on content marketing.

Zhang Jiangping, founder of Taiping bird, believes that there is a net red factor behind the growth of sales in 2015.

2. Call the brand fans "bird people", imitate the H5 marketing of friends circle interaction.

In October 2016, a concert of nearly 10000 people was held in Ningbo to celebrate 20th anniversary, and put the show in the music festival, inviting the fashionable stars and singers who are popular with young people to come to the platform.

These display numbers are the best showing of the Taiping bird chameleon: spare no effort to adjust the posture to unreservedly cooperate with the trend of the times.

Difficult textbooks

Taiping bird has successfully taken off in the old clothing enterprises of the wolf farm in one place, but the big problem that the flying bird needs to solve is not to become a "textbook" for other brand pformation, but to avoid the "UFO" in front.

Taiping bird once wanted to be a Chinese version of Zara.

A few years ago, these foreign fast fashion brands, relying on the efficient supply chain, were indeed "invincible" in China, attracting domestic brands to follow suit.

But now, fast fashion brands fall into such problems as closing stores, declining performance and quality blacklist.

Moreover, although the Pacific bird learns the design and production mode of ZARA, it has not yet been able to keep pace with ZARA in sales.

Take the Tmall flagship store.

Paying attention to online and offline payment has made ZARA flagship store rely on many consumers, many of which have been tried in stores, but have not been purchased for various reasons, and can be bought directly at Tmall flagship store afterwards.

But the Tmall flagship store of Taiping bird focuses on the special contribution of the electricity supplier. Customers can not enjoy the same trial wear experience in the store. Meanwhile, consumers are increasingly paying attention to the consumption of the real estate stores in the wake of the ebb tide.

The malpractices of Taiping bird store and electronic business products have gradually emerged.

The problem of different lines on line is also reflected in the price difference.

The basic selling price of Taiping bird in the store is at the middle end level, for example, the price of a down jacket is around 1500 yuan, but the price of its dedicated electricity supplier is about 60% of the store price.

This leads to the loss of store consumers and the distrust of consumers, and is also a major killer of brand development.

In the short term, it is difficult for Taiping birds to change this situation. The reason is that Taiping bird's business model is direct store + franchised store, which is the old mode of clothing brand used in the last century.

The fast fashion brands like ZARA are all direct outlets, that is to say, a unified and efficient direct management mode can give ZARA global stores the same strength and inventory.

While the mode of Taiping bird direct + affiliation has accelerated its expansion speed in the domestic market, it has increased.

The difficulty of unified stores.

In order to consider the interests of franchisees, Taiping bird has to compromise in certain aspects.

On the other hand, franchisee's inherent shortage of capital turnover and the need to make profits in a short time also increased the burden of Taiping bird headquarters.

In terms of product line, Taiping bird is too eager to "pay close attention to the clothing market", not only in the field of children's wear, but also in the high-end men's clothing and household products.

It's not wrong to catch a long line to catch a big fish, but if the line is not strong enough, it will lose both the fish and the line.

That's what we need to pay attention to.

Although in recent years, Taiping bird has done a good job in promoting its own fashion concept, it will take some time to really change the stereotype of consumers.

It is very dangerous to put such a long line in such an important pitional stage. We hope that Taiping bird should not be too impatient and confident, so as to make this textbook "wonderful".

More

Please pay attention to the world clothing shoes and hats net.