Chen Hongzhao: The Fast Fashion Ideal Of Taiping Bird

Ningbo Taiping bird fashion dress started from shirts, formal clothes and professional wear to develop casual men's clothing, and then created fashionable women's clothing, and further implemented the brand incubation. Now it has formed fashionable women's clothing (Collection, Jeans, Trendy three product lines), Lok Ting women's wear, and fashion men's wear (including two product lines), Pagani (HP) Menswear, bensbo Menswear, and the online sales platform covering the above brands, "magic fashion e-commerce."

In the face of media groups from all over the world, Chen Hongzhao, general manager of Ningbo Taiping fashion women's clothing company, started joking with humor: "at first, I thought the three characters of Taiping bird were very common. Now, these three words are very simple." too "represents a kind of power, related words such as Taiji, Ping, is a favorite word of Chinese people, and Related words such as peace, peace, birds, so it doesn't need to be said, representing flying and sky and sky......"

Because of this, when developing foreign markets, a famous foreign store asked for the name of the English bird, and Chen Hongzhao refused.

He said: "Taiping bird has moved to Shanghai, but now it is still back to Ningbo. We are in Ningbo, but we are looking at the world. This does not affect the original intention of our international brand. Which market recognizes the three words of" Taiping bird "and which market is the time to mature.

As far as the Pacific bird is concerned, it is flying higher and higher.

"New, follow me."

This is not only a slogan for Taiping bird to consumers, but also a standard for the entire marketing system of Taiping bird.

In the eyes of the industry, the Taiping bird, who does not play the game properly, often produces thrilling marketing strategies.

In the early shop mode of Taiping bird, a store of 70 square meters to 80 square meters is usually displayed on a series of costumes for 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 shop 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 full series and small shop series.

The Taiping bird fashion store is displayed in the image of a full range of products. It is distributed 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 the surrounding cities, rapidly expands the small markets in the surrounding areas, and promotes the performance of the surrounding market with the core key market.

With the increasing popularity of the brand, it will attract the agents from all over the world.

Franchisees can develop their business channels rapidly from small stores and single series according to their own and regional conditions, and occupy the market in quality and quantity so as to make each other compete inside and outside the brand.

The flexible and reasonable size store mechanism fully takes into account the particularity of China's joining agent channels, laying the foundation for the overall blossom 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.

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Bird's fashion ideal

In Ningbo, the old clothing capital, the most indispensable clothing company is at first glance.

Mature brand, mature operation and mature channel, however, maturity is a double-edged sword. Behind a series of maturity is the scale strength of fame and reputation, and it is also hard to break through and remain complacent.

Is it saturated or dried up?

Annual growth of 40%, the overall sales volume in 2010 exceeded 5 billion 337 million yuan, this achievement is commendable.

The misplaced operation made the Taiping bird kill the encirclement at the same time when it was under formal control.

Today, Taiping bird has developed rapidly with the idea of "creativity", "fast fashion" and "virtual operation" and so on.

The establishment of Taiping bird fashion brand group has made Hefei's more than 2300 square meters flagship store, Ningbo Yintai international more than 3000 square meters flagship store and the 1000 square meters "fashion supermarket" model of all the major core cities in the country become the best show of the fashion feast.

In the era of big shop, Taiping bird has upgraded its established strategy to "fashion supermarket".

We will focus on the separate sales form and set up a fashionable supermarket with a business area of 1000 square meters, carefully designing a variety of shopping environments, 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.

Zhang Jiangping, chairman of Taiping bird clothing group, said in an interview: "to give Taiping bird a few years, the future answer will be amazing!"

This is the fast fashion ideal of Taiping bird.

Do fast women, do not hesitate.

Women's clothing, as a major manifestation of fashion, is particularly competitive.

In order to achieve this goal in this picky market, Taiping concentrated on the market segmentation and market demand, and created the concept of clothing segmentation with Chinese characteristics.

The elegant "COLLECTION", the artistic "TREDY", the accompanying "JEANS" and the magic Tokyo's "Yue Ting" have been the four major complementary series of Taiping bird dress. Their consumer groups cover the female market between the age of 16 and 30.

From the designer's inspiration to the unified national product of the new product, the whole process of the Taiping bird is more than 20 days.

In general, garment companies need at least two months to complete the process.

Since then, tens of times a day's listing speed; the whole industry in ten days to calculate the rapid integration of the power; the hourly calculation of the laying efficiency, the speed of new products can be achieved within 48 hours of the national synchronization.

Through discussion, the "lochting" series, which is popular with female college students, has become the pioneer of fast fashion brand development, with the theme of magic Tokyo as the theme.

Streamlining all streamlined institutions and processes, striding out of the financial crisis, pforming Taiping into a "creative fast fashion" industry: Outsourcing most of the non core functions of production and logistics, and creating "dumbbell" shaped enterprises.

From OEM (OEM) to ODM (design and production) to OBM (independent brand production), Taiping bird climbed to the two ends of "smile curve", breaking the limitations of traditional industries and building a new competitive advantage.

"The breakthroughs in independent brands should focus on three aspects: innovation, creativity and profits."

Experts in the industry commented that "the design of Taiping bird focuses on innovation, and is committed to applying the most popular elements and fashion concepts to design and creating strong brand influence."