Taiping Bird Has Another Way: Turn From Formal Dress To Casual Dress.

At the fifteenth Ningbo International Fashion Fair, Taiping bird wears hold with its strength in the field of women's wear.

During the 4 day exhibition, Taiping bird's clothing was launched for the first time in a series of first scenes "public performances". The exhibition hall was stationed in the two major women's clothing brands of Lok Ting, Lok ting and PB women's wear (Collection, Jeans, Trendy three series), which were divided into four main exhibition halls. Through different music, scenery and theme settings, the exhibition tried to show the beauty of brand design in an all-round way, thus presenting the idea of creative fast fashion more directly in people's sight.

All along, the Pacific bird has spared no effort to advocate the fast fashion of Chinese garment industry, and constantly pursue the unique development road of Chinese fashion.

The new way of "light assets, strong brand and heavy creativity" has provided a new idea for the pformation of traditional clothing industry in Ningbo and even the whole country.

The best is the right one.

Looking back at the way of brand development of Taiping bird, starting from shirts, formal clothes and professional wear, and gradually developing leisure men's clothing, and then creating fashionable women's clothing, and further implementing brand hatching, it has formed a full range brand chain including fashion women's clothing (Collection, Jeans, Trendy three product lines), Lok Chai women's wear, fashion menswear (including two product lines), Pagani (HP) men's wear, men's wear, and the fashion fashion industry covering the above brand network sales platform.

In recent years, the brand development of women's clothing has been most rapid.

Based on market segmentation and market demand, Taiping bird created a subdivision concept with Chinese characteristics.

The original elegant "COLLECTION", the artistic temperament of "TREDY", the accompanying "JEANS" and the magic Tokyo "Yue Ting" once became the four series of women's clothing.

However, the response of the market is that the four series covers women's market from 16 to 30 years old.

Such a subdivision of the age span makes Taiping bird think of its brand operation.

All along, the idea of single brand popularization restricts the relatively vague concept of subdivision of Chinese clothing enterprises.

And many brand operation, over segmentation of the market, this pool of bottomless water many enterprises dare not run.

Throughout the year, the launch speed of more than 2000 new products per season allows Taiping bird to cross the river easily.

It can be said that after more than ten years of development, Taiping bird has already had generous funds, human resources, information resources, channel resources and supply chain resources. Based on this advantage, "overnight" to launch a new brand and establish an operation system is no longer the night of the sky.

In the field of production, the main purpose of Taiping bird is design, creativity and brand.

The success of "Lok Ting" has enabled Taiping bird to see its own advantages in incubating its brand.

Next, the casual "JEANS" series will also operate independently as a single brand.

The operation of multi brand, multi series, scientifically subdivides the consumer market of Taiping bird, while each brand has its own independence, but its influence on cluster operations should not be underestimated.

Big shop innovation layout

In the early bird shop mode of Taiping bird, a store of 70-80 square meters usually displays a series of costumes to allow customers to have more choices.

Under the guidance of "self run + Affiliate" operation route, many franchisees are often obsessed with the quantity of purchase series due to the problem of capital and store area.

Market demand varies from place to place, even in different parts of the same area.

In order to solve this problem and protect the interests of franchisees, Taiping bird made a preliminary attempt at a single store series.

The result is encouraging: the performance of single store has not declined, but has increased by 130% on the basis of the original.

As a result, Taiping bird quickly adjusted its marketing strategy and implemented the flexible operation mechanism of the big shop series and small shop series, becoming the original brand strategy of successful operation in China.

The Taiping bird fashion store is displayed in a series of images, appearing in the core business circles of Beijing, Shanghai, Zhejiang, Jiangsu, Liaoning, Hefei, Jiangxi, Zhengzhou and other provinces and cities.

Taiping bird takes these mature markets as a key market, relies on its brand influence in the local market, radiates to neighboring cities, and rapidly expands small markets in surrounding areas.

Let the core key market drive the performance of the surrounding market.

As a result, brand awareness is constantly improving.

Through such a radiation, attracting franchisees from all over the place, franchisees can start from a small store series according to their own and regional conditions, expand business channels quickly, occupy the market in quality and quantity, and make the brands compete with each other.

In addition, the growth of the franchise agent, in the store's brand cultivation, can also gradually consider the multiple series of models.

The flexible and reasonable size store mechanism takes full account of the particularity of China's joining agent channels, thus laying the foundation for the overall flowering of Taiping bird.

At present, there are more than 300 self operated shops in the whole country, and more than 1700 shops have been joined. Among them, there are more than 40 large flagship stores.

Upgrading single store energy

It is a great attempt for Taiping bird to occupy the market by doing fine and making every single store and increasing the potential of single store.

In the areas where the brand is not obvious enough and the strength is not strong enough, the single store series is the best choice.

Thanks to the variety and quantity of Taiping birds, each season is enough to support the seasonal demand of each single store.

How to improve the quality of single store in the right area, so that the styles can be saturated and not offset each other, so as to successfully achieve the crossing of curves?

Generally speaking, opening a number of stores in the same trade area with the same brand will inevitably lead to customer diversion, cost increase and benefit decrease.

However, as early as 2004, the unbelieving birds in one year, in the most prosperous and fashionable day Plaza of Ningbo, opened 6 stores in one breath.

So far, Tianyi Plaza has 9 stores.

Taiping bird has proved by practice that it is entirely possible for us to do both in one hand and at the same time in the shop.

The increasing brand awareness is conducive to the expansion of the number of stores; on the other hand, the increase in the number of stores has increased the share of the brand in the market, thereby stimulating customer consumption and contributing to the improvement of store performance.

Thus, the overall flowering of the Taiping bird began to gradually realize the established strategy of upgrading the boutique to the "fashion supermarket", concentrating on the single sales form of different categories, setting up the fashion supermarket with a business area of 1000 square meters, elaborately designing a variety of shopping environment, and letting different styles of products compete in the same space, so that consumers can only spend the least energy to achieve one-stop shopping for men and women.

This is the ideal of Taiping bird's fashion.

It is understood that in Hefei, more than 2300 square meters flagship store, Ningbo Yintai international more than 3000 square meters flagship store and all the major cities in the core of the 1000 Ping, the opening of the business, can be said to be a "landmark supermarket" model of the Taiping bird, a landmark new appearance.

In this "fashion supermarket" model, in addition to the whole brand series of shock displays, it is reported that coffee shops and theatrical performances will be further introduced to give consumers a happy shopping experience in a comfortable shopping environment.