"Double 11" Businesses Are So Numerous. What Makes "Taiping Bird" Become A Sales Champion?

Data show that in 2016, the total retail sales of Taiping bird clothing amounted to 9 billion yuan, and the compound annual growth rate was 24.13% between 2013 and 2015. In the first half of 2017, the revenue of Taiping bird increased by 12.7% over the same period last year, becoming the largest market in China.

Group.

At present, there are nearly 4200 stores of Pacific bird.

It is understood that "double 11" on the same day, Ningbo fashion clothing Taiping bird's fashion dress, fashion men's clothing, Lok Ting, MATERIAL GIRL, Mini Peace five major brands total sales amounted to 808 million yuan, becoming China's fashion apparel group sales champion.

"Double 11" business so many, "Taiping bird" why to become a sales champion?

Xiaobian summed up the secret of success of Taiping bird clothing from three angles, namely, the operation of brand matrix, brand younger and practical use of new retail.

First, the brand matrix of multi user level.

"Today's Chinese fashion industry, it is impossible for a brand to eat all over the world, we must let every brand find its own consumer positioning."

Zhang Jiangping, founder of Pacific bird.

Therefore, he regards the brand matrix as an important strategy.

At present, there are children under the Pacific bird.

Mini Peace, urban business men's wear and 3 different age positioning women's clothing brands are Taiping bird dress, Lok ting and MATRIAL GIRL respectively.

It is understood that "double 11" on the same day, Taiping bird five brands accumulated orders of 1 million 700 thousand, the total number exceeded 2 million 700 thousand.

Among them, Taiping bird's men's daily sales exceeded 328 million, ranking fourth in men's clothing category; Taiping bird's clothing sales exceeded 208 million per day, ranking sixth in women's clothing category; Lok Chai's single day sales exceeded 163 million, ranking eighth in women's clothing category; children's wear brand Mini peace sales exceeded 72 million, and Material Girl broke through 37 million per day.

In addition, the Pacific bird also hopes to occupy the market share in the world.

It is understood that in 2015, Pacific bird bought the French high-end custom brand Alexis Mabille.

This "double 11", Taiping bird also entered Taiwan through the flash shop.

Zhang Jiangping said that in the future, Taiping bird will cooperate with Alibaba in smart stores, big data cooperation and so on. At the same time, we hope to use Alibaba's "sea going plan" to become the representative brand of international fashion.

By 2020, the Pacific bird will also open up a double billion plan with Alibaba.

Billions of breakthroughs.

Two, always keep the brand younger.

1, product driven

Zou Qian said, "consumers can be exposed to your products all the time, so that consumers can feel the brand changes slowly and feel the confidence of Chinese brands themselves."

world

The net learned that on November 10th -11 12, the Pacific bird Tmall 11 double flash store officially landed in Taiwan in the form of pop-up store, creating direct contacts with consumers outside Taiwan.

2, marketing drive

In this double 11, Taiping bird's in-depth analysis of social interaction and personality expression after 95 has launched a series of topics focusing on "sustainable", "black technology", "good design" and "fashion trends".

Zou Qian believes that what brands need to do now is to communicate with consumers equally and interact with them in the way they like.

Before that, PEACEBIRD WOMEN and the American classic anime LOONEYTUNES launched the cross-border joint series, introducing the classic cartoon characters like bunny, Cui Di, duck and many other classic cartoon characters, and using black technology to set up the AR interactive experience area in 12 atrium atrium of Beijing, Shanghai and Hangzhou.

3, dare to challenge.

"In the past two years, Taiping bird has been doing a lot of marketing innovation. At the beginning, it didn't know whether there was any effect, whether consumers would like it, but decided to try, challenge and break through."

Zou Qian said that about twenty years ago, China's local brands were not confident, and many times they were afraid to express themselves.

This "double 11" Pacific bird made the most important attempt to brand infected young consumers.

For young people, the way of life is more appealing than clothing itself. Therefore, this autumn and winter shoot focuses on lifestyle and taste, and injects locations, scenes and cultural expressions into the details page to bring new visual experience to customers.

In addition, highlighting the elements of fashion geeks, fashion design and other elements also help Ping bird attract more young consumers.

For example, Taiping bird has added fashionable elements such as velvet sweater to its products, and has achieved good results. In the future, the Pacific bird will introduce more trends.

In line with the offline AR interactive experience, young consumers are attracted.

Three, the actual application of new retail

Taiping bird and Tmall have announced that the two sides will work together to create a "brand data bank". Banks will support the operation of intelligent stores. In essence, they will enable offline offline stores to fully open up shopping guides, commodities, consumer ends and payment levels, and build a retail ecosystem.

Taiping bird told the billion power network, "double 11" robot customer service and the application of new technologies, laid the foundation for building its brand data bank.

Prior to this, Zhang Jiangping, founder of the Pacific bird, announced the joint operation of Tmall.

Strategic cooperation, and expects to achieve 20 billion yuan sales in 3 years.

It is understood that the new retail technology in the Taiping bird "double 11" two lines under the flash shop has been applied in practice.

During the activity, Taiping bird applied big data, artificial intelligence and other technologies, and realized the multi screen interactive consumption experience under the online flash store.

At the same time, by collecting data from people in the store, we can help brands analyze consumers' hobbies and optimize and improve online marketing activities.

In addition, Taiping bird and Tmall have made more explorations and cooperation in the new retail business. This year, "double 11", Taiping bird also launched the first store store intelligent robot customer service, and the robot customer service completed about 50% of the Advisory reception.

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