Take the initiative! Demystifying the Seven Steps to Success of Ningbo PEACE BIRD

At present, China's apparel consumer market has entered a new era of increasingly fierce competition, internationalization and diversification. If a clothing company also adopts traditional marketing strategies, such as OEM processing, celebrity endorsements, large-scale advertisements, fashion shows, development of distributors, and enhancement of sales promotion, it will be difficult to resolve the huge inventory pressure and channel pressure brought about by product homogenization. Ningbo Taiping Bird Fashion Group Co., Ltd. (hereinafter referred to as Taiping Bird) is in this competitive situation, integrating resources, re-positioning the brand, and adopting an effective marketing strategy, and achieved significant results.

Dislocation competition, take the initiative to attack the market

Taiping Bird Fashion Group Co., Ltd. was founded in 1989. The "Thunping Bird" brand was established in 1995. Now it has formed investment, holding, and development as its leading position, targeting the fashion industry, taking the brand as its banner, and taking fashionable casual wear as its main body. Industrial-based diversified development and professional management of modern enterprise groups. Since 1996, Taiping Bird has been ranked in the national clothing industry sales revenue and profit double hundred units; since 2000 has been ranked top 100 enterprises in Ningbo, top 100 private enterprises in Zhejiang Province, the national list of top 500 private enterprises, "Peace Bird "The brand has also been awarded "China Famous Brand" and "China Famous Brand"; in 2009, it achieved operating income of 3.96 billion yuan, and the sales scale ranked among the top 10 garment enterprises in the country; in 2010, it won the top 100 service industries in Ningbo (13th). , Ningbo City Top 100 (36th) and other titles. The reason why Taiping Bird has achieved rapid development is because he has adopted the strategy of "misplaced competition" and integrated innovative ideas into the soul of the company.

With the "misplaced competition" strategy, Peacebird can always take the lead and take the initiative in market competition. In the 90s of the last century when men's dresses were in full swing, Peacebirds innovatively introduced men's leisure concept clothes; in men's fashion in Ningbo, Peacebird pioneered its own brand of fashionable and casual women's clothing; when many companies in the same industry are expanding their production bases, the Pacific Birds It also adopted the "fast fashion virtual development" model, which greatly improved its operating efficiency.

Narrowing down market segments and searching for "blue sea" in women's clothing

From the perspective of the international apparel market, women's and men's clothing tend to be more varied, more popular and stylish, and market development is more complete. Due to the gradual opening up of the domestic apparel market, more and more shows a strong vitality. The women's wear market is an attractive "cake", and brand competition has entered an era of subdivision. According to statistics from China Business Information, women's sales in major department stores in 2008 increased by 23.1% over the previous year, and women's apparel products accounted for nearly 40% of the total apparel merchandise sales for the whole year, which is an absolute advantage. China's past women's wear is a big market, a small brand of the industry, women's consumption there is heavy style does not re-brand phenomenon, but in recent years this situation has changed a lot. With the increase in "white-collar" women, their brand consumption needs are increasing, and they are moving from random consumption and emotional consumption to brand consumption. China's women's clothing market is fiercely competitive, and it has entered a period of subdivision from the dispute between style and price.

In the past, a clothing company’s products covered consumers in several age groups. A piece of clothing can be worn from the age of 20 to 40. Nowadays, this age-spanning positioning method is not only gradually being refined and more professionally positioned. Instead of, and for consumer groups with a specific living environment and income level, while the product maintains a uniform style, the clothing version will be further improved according to the characteristics of women of different ages. Taiping bird takes “rationality, simplicity, leisure and fashion” as its design style. The consumer is positioned as a fashionable professional woman with a personality of 25 to 35 years old. Its price is 240 yuan for spring clothes, 180 yuan for summer clothes, 280 yuan for autumn clothes, and 400 yuan for winter clothes. This relatively narrow market segmentation, consumer groups more focused and more targeted. In terms of women's fabrics, styles, themes, etc., Peacebird always emphasizes the theme of "what to do and for whom." And some companies have very wide coverage of women's clothing, including consumers of all ages. In fact, the narrower the positioning of women's clothing, the higher the market share.

Create its own brand, occupy the domestic market

Ningbo has a port advantage, and the industrial economy is mainly oriented to the outside world. The garment industry is no exception. For example, Xiangshan County, known for its label processing, is a knit city. In 2008, the export value of the export of more than 1,000 knitwear enterprises in the county reached 6.7 billion yuan, an increase of 8% year-on-year; of which, self-exported goods accounted for 660 million U.S. dollars, an increase of 32.5% year-on-year. There are 400 knitting enterprises in Juxi Street, Xiangshan County. In 2008, foreign trade sales reached 4 billion yuan, of which 80% came from foreign OEM processing orders. OEM processing is the authorization of a brand commissioned by a foreign company to provide trademarks and sample garments, and to specify the production and processing of fabrics, specifications, styles, and colors, and deliver goods on time. This production model has been in Juexi for more than 20 years.

However, with the ever-changing international market, the domestic market has also been affected by the changes. The export tax rebate rate has been lowered, cotton prices have risen, knitted raw and auxiliary materials are in short supply, prices have risen, and labor costs have risen sharply. These unfavorable factors have led to clothing. Exports fell into a trough. Without a brand, there is no initiative, there is no competitiveness, and it is difficult to withstand the turbulent tide of the international apparel market. It is a goal pursued by many garment companies to produce their own branded clothing, show their own style, and win a place in the market. Taiping Bird has always adhered to the strategic principle of self-branding and domestic sales. In the context of the global financial crisis and shrinking foreign markets, it has shown unique advantages and abundant vitality. In recent years, Peacebird clothing products have maintained a rapid growth of 40% to 50%, and the national marketing network has exceeded 1,000. The recently opened “magic fashion” BtoC online shopping plaza has formed a new marketing network pattern of “solid store + online store” three-dimensional development, laying the foundation for expanding the market in the next step. In the face of the global financial crisis, Taiping Bird still insists on promoting women's clothing brands, with domestic sales as the leading factor, both domestically and internationally, and upgrading new products through product upgrades.

Strengthen the store's brand image display

The key to influencing consumer purchases is brand appeal. The most direct and effective tool for enhancing brand appeal is the visual identity of the terminal. In fact, the first thing consumers feel when they enter the store is the overall image of the store and the atmosphere they create, and it will only take notice of clothing. Many world-class clothing brands are very focused on creating a store atmosphere. The clothes are separated from the physical and enter into a dramatic and emotional state: the space design of the hardware is the stage, the clerk and the model are the performers, the consumers are the spectators, and the clothing retreats behind and becomes the set or prop on the stage. a part of. Consumer shopping is the atmosphere created by the purchase of this space, and clothing seems to be just an extra gift. This is an era when consumerism and experientialism prevail. Although consumers buy clothing, what they really pursue is the inner world, emotional language, and personal image that clothing displays. Apparel retailers should pay attention to the trend of experiencing the economy, deliver new life concepts for consumers, and create unforgettable shopping experiences. Peacebird Women not only displayed and sold images in Hangzhou and Ningbo, but also established more than 600 chain stores in other cities. Women's styles are bold and colorful. With years of adherence to the brand's cultural connotations, the Peacebirds not only represent a fashion brand, but also a perceptual and fashionable attitude to life. Extravagance is not only a synonym for the Taiping bird, but also makes it a new entry for each yearning for success. The dream of young fashion women in the workplace.

Implement virtual management and increase production outsourcing

At the end of the last century, Taiping bird began to implement “virtual management”. When the company faced the great opportunity for rapid development and prepared to expand its production scale, it encountered the Asian financial crisis in 1997. The adjustment of the country's economic development policies and monetary tightening have brought great pressure on the company's capital chain and have undergone tremendous tests. At that time, on the one hand, the company’s funds were tight and it was difficult to meet the needs of the expansion of production scale and capital. On the other hand, the clothing industry cluster in Ningbo was relatively complete, and although there were many garment processing companies in the surrounding areas, they were all in critical condition and underemployment. Peacebirds consider why they did not try to outsource part of their production and process it for us. Therefore, Taiping Bird has taken the first step toward a virtual business model. After obtaining initial results, it will be summarized, improved and improved step by step, and the non-core business such as logistics will be gradually stripped, and finally a more complete virtual business model will be formed.

The Peacebird Women's brand was created through the implementation of virtual management. Taiping Bird Fashion Co., Ltd., a subsidiary company of the group company, was established in September 2001 to design, develop and manage fashion women's clothing products for its main business. The company set up an R&D and design center at Donghua University and Shenzhen to formally enter the field of women's clothing by upgrading women's design and development capabilities. Through the "two-pronged approach", women's R & D and innovation capabilities have rapidly increased, and products have become popular after they have been introduced to the market. At the same time, women's business has developed rapidly by exploiting experience through the reproduction and transplantation of menswear market channels. Currently, Taiping Bird Women's Business has become one of the company's pivotal business segments. Its annual sales have increased from 20 million Yuan in 2002 to 600 million Yuan in 2008; the annual sales of single stores, new stores account for more than 50%, and old stores are More than 30% increase in speed. At present, the company has more than 600 franchised stores in the country, and has established self-operated stores in major capital cities such as Hangzhou, Hefei, Nanchang, Xi’an, Taiyuan, Zhengzhou and Chengdu, and established independent stores in major shopping malls across the country. Monopoly Hall, formed a three-dimensional, all-round sales model.

Adhere to cultivate the core competitiveness of fashion design

The design is as important as the brand and is at the high end of the apparel industry chain. With the continuous improvement of the level of industrialization of design, the garment industry is shifting from low-value-added labor-intensive to design-intensive with high added value. Without a good design, there is no good brand; mastering the design, it grasps the frontier and high end of the industry chain. When the profits of OEM are getting thinner and thinner, garment companies must pay attention to design. In the development of the women's clothing business, Taiping Bird has realized that the R&D strength plays a key role in a fashion apparel company. On the one hand, the company continues to increase its investment in branded apparel and enhance its comprehensive capabilities in branding, R&D, marketing, and industrial chain integration. On the other hand, it continues to adhere to the creative concept of “design-driven brand development” through Establish a design company or platform abroad and even acquire related foreign design agencies to maintain product design advantages.

Implementing the Channel Strategy of Stereoscopic Development of Land, Sea and Air

Taiping Bird implements the three-dimensional development strategy of “sea, land and air” (sea, ie future overseas market; land, ie traditional physical stores; air, ie online e-shopping), ensuring that 300 sales outlets are added every year, and at the same time timely launching of international first-class stars. As the brand spokesperson plan, it further enhanced the influence and reputation of the Taiping bird brand in the fashion industry, and achieved the immediate goal of the first fashion apparel brand in China. Through the war on weaknesses in the domestic industry, the industry's design capabilities and marketing lagging issues are solved, and in the process, the company's comprehensive capabilities are enhanced and new developments are achieved. This "alternative management" type decision once again made the Taiping bird sublimate.

The long-term goal of Peacebird is to continue to strengthen cooperation with internationally renowned fashion designers or institutions, and to vigorously cultivate and enhance the strength of the design team; continue to accelerate the integration of the upstream and downstream resources of the industry chain, will be rich in the latest elements of the international trend, while also suitable for consumers Demand products are delivered to target consumer groups at the fastest speed and most reasonable prices, contributing to advocating a fashionable lifestyle and improving people’s quality of life.