Pacific Bird Opens A Store In Wuhan. What Role Does It Play In Brand Younger?

In April 29th,

Wuhan collection store is officially open to the outside world.

The store, which occupies 1200 square meters, outlines the three-dimensional sense of space by simple architectural lines. Under the main colors of red and white, products display, decoration and collocation, or even staff clothing, are based on these two colors, creating a relaxed, dynamic and fashionable atmosphere.

20 years ago, Zhang Jiangping and his younger brother Zhang Jiangbo plunged into the "men's clothing market" team in Ningbo. Men's wear started from stalls, counters, department stores, street shops, and electricity providers.

As of December 31, 2016, the annual turnover of clothing enterprises reached 6 billion 300 million yuan, a total of 4279 stores.

In 2014, Taiping bird began to change its brand identity and create a brand image that is more in line with the trend of the market, aiming at further deepening the market of young people.

3 years later, every appearance of Taiping bird seems to be labeled with a sense of fashion and youthful. Compared with the traditional clothing brands of the same period, it has made a difference in product identification.

Take PEACEBIRD men's clothing as an example, the original brand positioning is about 27 years old, and the working group is mainly devoted to leisure and leisure.

From the products displayed in the collection shop models, you can see that you can see more elements that conform to the current trend in the Duckula series of men's clothes, and PEACEBIRD men's wear has already broken the original brand positioning.

In addition to PEACEBIRD men's clothing, this highly modern store also intensities two other core brands of Taiping bird, namely PEACEBIRD women's wear and Mini Peace children's wear.

On the day of the opening ceremony, PEACEBIRD women's wear and Pepsi's "PEACEBIRDWOMEN x Pepsi" series of women's wear, Mini Peace and the car racing general mobilization "Mini Peace & Disney series" children's clothing were displayed together.

Many years ago, Taiping bird adopted a multi brand strategy, and gradually formed a gradient in gender, age and price, covering as large a consumer as possible. Along with the change of consumers' age and propensity to consume, they continue to meet consumer demand and increase stickiness at different stages of their growth.

The core brands are PEACEBIRD women's wear and PEACEBIRD Menswear, new brand Lok ting and Mini Peace, startups brand Material Girl and AMAZING PEACE.

In the Wuhan collection store, Taiping bird also announced its first original IP works, "wow", which was customized by independent designer Xie Jianping.

It has always been a good marketing tool for Taiping's brand, and combined with product design to further enhance brand influence.

Every year, Taiping birds will release many crossover styles, including the combination of Dior and Channel, entertainment stars (Huang Jingyu), popular IP (small yellow people cooperation fund), international brands (Pepsi cooperation, Disney cooperation Series).

In addition to cross-border cooperation on products, the marketing mode of Taiping bird is diversified.

For example, the traditional franchisee order meeting will be held in the form of brand show; the bird bird Music Festival, which is invested by millions of dollars, is also a bold attempt as a local clothing brand.

At the same time, attempts at different channels and stores are also a further attempt by Taiping bird for young consumers.

The marketing network of Taiping bird covers 31 provinces and cities throughout the country. The main marketing channels are street stores, department stores, shopping centers and electricity suppliers.

In 2016, the four major channels accounted for 23.1%, 35.8%, 24.9% and 16.2% respectively.

In addition, various channels of Taiping bird run steadily, and the capacity of Direct stores increased.

According to the annual report, at the end of 2016, Taiping bird had 4279 stores, including 1198 outlets, 2835 franchisees and 246 agents.

With the steady expansion of core brands, new and emerging brands are expected to grow rapidly.

Ribbon cutting scene

The proportion is further improved.

As early as 2008, Taiping bird dress was established independently by Taiping bird magic fashion dress Co., Ltd., and began to engage in e-commerce business.

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

In 2016, the retail sales realized by online sales increased from 6.95 billion yuan in 2014 to 1 billion 598 million yuan in 2016, with an average annual compound growth rate of 51.56%.

At the same time, the company's O2O business in 2016 to achieve more than 50 thousand single paction, can achieve online ordering, offline (near) delivery, mainly concentrated in men's clothing and brand.

It is worth mentioning that in a variety of channels, the store will focus on the brand of the image shop, and appear in the core cities of China.

Zhang Jiangping said at the opening ceremony of the Wuhan collection store: "we build this brand collection shop wholeheartedly, not only a concept, or a display of super brand power, but also to create a communication platform that can interact with consumers and become a top demonstration of the new consumption mode."

In September 2016, Pacific bird opened its first brand collection store in Changsha.

Taiping bird revealed in its annual report that as of December 31, 2016, Taiping had 18 stores, with retail sales exceeding 1600 million.

In 2017, there were about 600 new stores opened, and the brand collection shops in core cities were promoted.

The opening of Wuhan collection store is the beginning of further layout of the 2017 store.

The products, services, and display styles that more ordinary stores don't experience will be concentrated in the collection stores.

At night, "YOHO! GIRL" styling director, Wu Yifan, Victoria Song and other popular stars welcome fashion stylist FIL Xiao Bai, ribbon cutting for the collection shop, and live and interact with online fans through live broadcast.

The famous DJ ALEX in China has performed the most powerful electric sound show in the shop, matching the dazzling lighting show.

In this crowd of people gathered in the field of feeling and vision, the bird that took off from Ningbo seems to be more different.