Taiping Bird Costume CEO Chen Hong Chao: How Does Chinese Brand Look For "Young Feeling"?

Fashion is truly "Esperanto". Wherever it goes, it can resonate. The fashion industry is one of China's largest "sunrise industries" and breeds endless opportunities for entrepreneurship, innovation and investment.

In April 12th, the 2019 annual "gorgeous ambition global fashion innovation and Investment Forum" was held in Beijing. Entrepreneurs, entrepreneurs, investors, managers and designers from the forefront of the industry gathered to explore the realistic topics and future trends of China's and global fashion industry's innovation, entrepreneurship and investment mergers and acquisitions, and used vivid examples to restore the fashion brand's "creation, development and evolution" step by step from a variety of vivid cases.

Embracing the younger generation and evolving to a younger brand, the domestic clothing brand "Taiping bird" has been practicing and innovating on the road of "reverse growth" for many years, becoming the famous representative of "YOUNG brand" of domestic products.

In addition to cross border joint venture to create explosive funds, to organize music festivals and express shops to attract young consumers' attention, Taiping bird is still working hard to cultivate youth culture and make full content marketing. It puts forward the brand values of "Taiping youth". Overseas, its two show shows that Zhou Zhou spreads the attitude of China in New York.

At present, there are seven core brands in Taiping: fashion brand PEACEBIRD WOMEN and PEACEBIRD MEN, girls' brand LED 'IN Lok Ting, children's wear Mini Peace, children's wear Petit Avril sweet, street trend brand Material Material, fashion lifestyle brand, "Taiping bird nest", with a variety of styles, including multiple young needs.

Taiping bird clothing CEO Chen Hongzhao and founder of the oranges, Yu Yan, President of orange Bay University, held a deep dialogue at this forum, sharing the practice and thinking of China's fashion brand's youth and marketing innovation, personnel training, brand matrix construction and so on.

"Fashion is a continuous cycle between tradition and tradition."

Yu Yan: what are the things that impressed you most during the growth of the Pacific bird?

Chen Hong Chao: in my feelings, everything seems to have to be done. It is not very important to talk about anything, but everything needs to be done.

Yu Yan: indeed, this is the real feeling of doing business. Every day, we are heading forward.

If you are to answer the question of "who is the Pacific bird", what is your answer?

Chen Hongzhao: in fact, for us, when we go forward, we are actually exploring.

Fashion is a continuous cycle between tradition and tradition. It is necessary to inherit some good things and break some things.

People are always asking, "who I am", but more importantly, to find out what we are good at, have a passion to do, and communicate with the external environment and our consumers.

This process is a pleasure of exploration, the pleasure of "breaking", and the pleasure of "creating".

Do a good job in "professional", understand "cooperation", and resonate with young people at the same frequency.

Yu Yan: fun is very important. Fashion is a happy industry.

I have just returned from the fashion week of Shanghai, where I can see the creative device of Taiping bird, whether it is walking show or interactive interaction with fashion week. What are the considerations behind these innovative marketing initiatives?

Chen Hongzhao: I have a simple understanding that the biggest change in this era is that the spread of information is faster and faster through the Internet.

The "quality" is bound to promote "shape" fast.

In the past 20 years, no era (like now) has fission so fast.

If "shape" becomes faster and faster, every shape must become more professional. Only professional can you react more quickly in this matter.

In such a fast process, the more professional, the more "cooperation" is needed.

Everyone is doing a very new field. If you want to get better and better, you need professional and professional cooperation.

The same is true of brands. Although the Pacific bird is very professional in the field of clothing, we need to resonate with more young energetic creators.

When we worked with Pepsi Cola and Coca-Cola, we found that everyone is the same. We need to communicate with young people and resonate with them. We can combine into an alliance to communicate with young people. For example, our cooperation with Sesame Street and Phoenix bicycles is consistent with the language of this era.

More and more and more like us, "young brand" interaction and resonance, there will be more fun things happen.

Over the past few years, we have gradually found that this direction is right, which will make more young consumers more interested in us.

Yu Yan: do you usually talk to Taiping bird users?

Chen Hongzhao: rather than communicating, it's more about perceiving them. We need to have a sense of frequency to perceive them so that we can resonate with the same frequency.

"Knowledge" is more important than "knowledge", and the two spirit of "growth" and "altruism" are cultivated.

Yu Yan: "people" is actually an important factor to push the platform forward. What experience does Taiping bird have in talent and team building?

Chen Hongzhao: in terms of brand development, there are two aspects, one is the choice of brand, and the other is what kind of person chooses to follow the "brand" behind it. Two.

I think a company no matter how fierce it is, it will not escape the question of "how to choose with your team", to support team growth, and to support the team to grow in the direction we all want to develop together.

I think this is a good foundation work for every enterprise.

Over the years, Taiping bird has been improving this kind of foundation construction. When the team is bigger and bigger, the foundation of your team is becoming more and more important.

If there is a problem in team training and team cohesion, the idea of the team is out of step with the direction of brand development, and the foundation will be unstable.

This is always the fundamental concern of Taiping bird. It supports self growth, supports team growth, supports brand growth, and supports consumer growth.

I think "knowledge" is more important than knowledge.

Our company has many young partners who have learned a lot since graduating from university. At this time, enterprises need to constantly expand their knowledge.

And when young people have insight, it is more important to cultivate their "growing spirit", and the cultivation of their spirit is more important than knowledge and knowledge, that is, let him have a spirit of pursuit for a thing.

It is more difficult to cultivate the spirit of altruism than to grow up.

Nowadays, the degree of professional segmentation is very high, and we need highly coordinated work to accomplish one thing together. Therefore, the cultivation of the spirit of altruism and kindness is also very important.

The cultivation of a talented person needs knowledge, insight and perseverance, as well as the deepening of altruism and kindness.

When we grow together on such a track, we can form the environment and atmosphere.

Yu Yan: clothing is a industry full of details. It needs teamwork and every link must be grasped. It is indeed a very difficult industry.

Chen Hongzhao: it's also a fun industry.

Yu Yan: in China's market, there are many designers returning overseas. Many of them have just stepped out of school or have accumulated one or two years of work experience. They can't wait to rush to the market to build their own brands. Of course, there are successes and failures, but in general, they are also growing up in exploration.

You have also dealt with many designers. How do you see such a phenomenon?

Chen Hongzhao: everyone young people just go out of school and have their own dreams and goals. This era needs young people who have dreams and can practice it. I feel particularly good.

If a person has dreams to catch up, he will have a sense of frustration, so that he can grow second or third times.

Our company also met such a young man who found him excellent in his work and later realized that he had established his career, which made him even better.

Always pay attention to "youth and fashion", multiple brands meet the needs of segmentation.

Yu Yan: Taiping bird is now building its own brand matrix. Is the specific strategic plan achieved through cooperation, merger and acquisition or incubation?

Chen Hong Dynasty: we have no limits on these.

Because we have a simple insight that the market will be more and more subdivided, and there will be more and more different consumer groups.

A brand can not fully respond to their needs, so we will seek multiple brands to satisfy.

In this process, we will always pay attention to the general direction of "youth and fashion", but we will not set limits.

Some things, our own team can come out to do, and some we find that the external team is very good, can all join hands and explore.

We have been constantly trying new directions to feel that we can do it both internally and externally.

Yu Yan: what is the next step for Taiping bird? Can you share with us some blueprints for the next few years?

Chen Hong Chao: our goal is very clear. The brand mission of Taiping bird is to make everyone practise the fun of fashion.

So our vision in the past five years is that we hope to have the opportunity to become the leader of Chinese fashion brands. This opportunity is what we need to work hard for.

We also hope that what we have done over the past five years can make more young people feel sympathetic and pleasant.

We are working hard to break ourselves.

Innovation and breakthrough, in fact, is very difficult, it is necessary to constantly break their own, in order to continue to explore ahead.

Keeping this fun and youthful attitude is what we will actively do in the next five years.

Many interesting things are happening in the present environment, and we will remain curious and try to explore forever, because this is our new growth opportunity.