Pacific Bird Marketing Communication: Young People, Drink A Bowl Of Black Chicken Soup

The 20th Anniversary Theme of "Taiping bird" is "encouragement", and the arrangement of goods is also centered on the expression of lifestyle of young people.

Men's new uniforms, school uniforms and broken jeans, play a new generation of nostalgia and small rebellion.

Closely around the 90's consumption common label: differentiation (with the display of personality consumption demand); home life (pursuit of highly convenient consumption mode); connotation (story products can grasp the hearts of the 90s); entertainment Supremacy (entertainment entertainment essential).

Alibaba group CEO Zhang Yong said at the "2016 business services ecosystem summit" that the electricity supplier has moved from operating goods to operating content, and then touches the crowd with content as a link to get consumers.

On this anniversary, Taiping bird also used content operations for social communication.

Weng Jianghong, general manager of Pacific bird business, introduced this time.

20th anniversary, celebrating marketing activities can be divided into three stages in terms of content promotion.

The first stage: mental creation, topic interpretation, and derivation of consumers' redefinition of "encouragement".

The second stage: interactive trend, using micro Amoy, micro-blog and WeChat to interact, and all brands under the line start to create an atmosphere around the topic of "counseling".

The third stage: the 20th anniversary anniversary theme is officially disclosed, and the main products are revealed.

This year is 20th anniversary of the Taiping bird brand. On the Pacific bird online interactive topic, the dream of chasing a dream is launched. It's a topic that you want to do if you turn back 20 years.

At the annual meeting of 2016, Zhang Jiangping, chairman of Taiping bird, put forward the idea of "returning to the essence of Retailing in 2016".

In 2016, just 20th anniversary of the young enterprises, with their own steadfast and steadfast, with 20 years of deep plowing clothing retail heart, start again.

At the beginning of 2015, chairman Zhang Jiangping put forward "never forget the original intention, return to the essence of retail."

In 2015, Ningbo Taiping bird fashion Limited by Share Ltd cumulative retail sales reached 9 billion, an increase of over 16%, an annual sales of 28 million 530 thousand pieces.

It is equivalent to 1.8 pieces sold per second.

As of December 31, 2015, the whole country

Up to 9940 people.

　　在第一階段中，各個品牌圍繞自己的消費群體肖像提出個性宣言，男裝的“我不行，我慫”，女裝的“我不美，我慫”，樂町的“我不甜，我慫”，MATIERAL GIRL“我不潮，我慫”，Mini Peace童裝的“我不乖，我慫”，通過主題海報詮釋，然后延伸從心出發的現代人對“慫”的定義;在互動話題上，也用當代年輕人喜歡的互動黑話題，男裝的“男人聽到什么話會認慫”、女裝的“長得美到底有什么卵用”、樂町的“這些年被世界啪啪啪的事情”、MG“少女你做過什么男友力MAX”的事情、童裝“孩他爹帶娃的那點慫事”，均圍繞現代年輕人關注的熱詞和生活方式展開，在內容傳播上描繪出了各種場景下如何穿搭服飾，專門拍攝510大片，從入口圖、店招到模特展示圖形成視覺上的統一感，品牌的協調性得以顯現。

At present, Taiping bird fashion apparel owns PEACEBIRD menswear and two main brands of PEACEBIRD women's wear, including children's wear Mini Peace, maiden brand Lok Ting, light luxury men's AMAZING PEACE, and American street style women's wear brand MATERIAL GIRL, which has recently become a French high definition brand Alexis Mabille, extending to high-end apparel route.