Taiping Bird Clothing: Building Brand Groups To Meet Consumer Segmentation

The misplaced operation made the Taiping bird kill the encirclement at the same time when it was under formal control.

Today, Taiping bird grows rapidly with the idea of "creativity", "fast fashion" and "virtual operation". In 2010, the overall sales scale of Taiping bird exceeded 5 billion 337 million and increased by 40% per year.

Building brand groups to meet consumer segmentation

"To be clear about its positioning, in the fast fashion field, Taiping bird wants to attract consumption, lead consumption, and stand out among many competitors, first of all, it is visually impressive." Taiping bird brand leader said that the comprehensive coverage of individual brand is a major feature of Taiping bird.

Looking back at the brand development of Taiping bird, it is a process of trying to explore, starting from the rules of shirts, formal dress and professional wear, and gradually developing leisure men's clothing, and then boldly creating fashionable women's clothing. Up to now, the brand name of Taiping bird has been clear. Through brand incubation, it has formed an all-around brand chain including fashion women's clothing, Lok Chai women's wear, fashion Menswear, HP Menswear, and men's wear, and the fashion fashion industry covering the above brand online sales platform.

The success of the Taiping bird fashion brand group has made Hefei more than 2300 Ping flagship store, Ningbo Yintai international more than 3000 level flagship store and 1000 Ping "fashion supermarket" model of all major cities in China become the best show of the fashion feast. The whole brand of a full range of visual impact, as well as the introduction of cafes, theatrical performances, etc., in an absolutely comfortable shopping environment, give consumers an alternative shopping experience, feel the charm of fashion.

In the era of big shop, Taiping bird has upgraded its established strategy to "fashion supermarket". We will focus on the separate sales form and set up a fashionable supermarket with thousands of square meters in operation area. We will carefully design new and diverse shopping environments so that different styles of products can compete in the same space, so that consumers can only spend the least energy to achieve one-stop shopping for men and women.

This is the ideal of Taiping bird. And supporting this ideal is naturally the mature hatching mechanism of Taiping bird.

Taking women's clothing as an example, women's clothing is a major trend of fashion, and its competition is particularly fierce. In order to achieve this goal in this picky market, Taiping concentrated on the market segmentation and market demand, and created the concept of clothing segmentation with Chinese characteristics. The elegant "COLLECTION", the artistic temperament of "TREDY", the accompanying "JEANS" and the magic Tokyo "Yue Ting".

As many as possible to cover the consumer groups to obtain good sales performance, in the increasingly mature bird of peace view, this is not the best policy in brand operation. A series of high coverage will sometimes become a major cause of the loss of passenger flow. All along, single brand or multi brand co-exist, plaguing many garment enterprises. The popularity of brand is the fastest weapon to open the market, but at the same time, it is also the biggest obstacle to the development of enterprises.

Facts have proved that the diversity of brands has not weakened the overall strength of Taiping bird, but has received unexpected results in various sub groups.

Design as the core to create "fast fashion"

In recent years, Pacific bird has been trying to create a light asset brand operation mode with the core competitiveness of design and marketing, and product design has always been one of the core capabilities of key cultivation. In fact, design innovation has already been integrated into the corporate culture of Taiping bird.

"Taiping bird is no longer a body providing clothing products, but to become a fashion solution service provider." The brand manager describes the Taiping bird in his eyes. "The clothing industry is a fashion industry with clothing as the carrier, and the customer buys clothes to meet the needs of the fashion, so we have to do fashion rather than simply do it."

From a psychological point of view, that is, when people are doing anything, they are all self satisfied. Buying clothes is the demand for fashion and the choice of a certain way of life. For the Taiping bird, who is crying out for fashion, the source of all fashions comes from creativity.

Streamlining all streamlined institutions and processes, striding out of the financial crisis, spanforming Taiping into a "creative and fast fashion" industry: Outsourcing most of the non core functions of production, logistics and so on, creating "dumbbell" enterprises. Breaking the limitations of traditional industries, building a brand new competitive advantage and developing the brand are obvious in design and development.

"The breakthroughs in independent brands should focus on three aspects: innovation, creativity and profits." Du Yuzhou, President of the China Textile Industry Association, commented that "Taiping bird's design pays attention to innovation, and is committed to applying the most popular elements and fashion concepts to design and creating strong brand influence."

The Pacific bird has four new seasons in the whole year, 6 bands per season, two new products every week, and more than 2000 new products are launched every quarter. In the new product sales cycle, according to market sales and latest fashion information, instant "fast fashion" products will be launched to keep the whole product fresh and fashionable. In the annual sales revenue, the output value of new products can account for more than 80%.

In order to ensure the development of these new products, Taiping bird has a large number of more than 300 designers, and has maintained the core members' basic stability, ensuring the stability and continuity of each brand's product design style. Besides, Taiping birds rely more on teamwork among young designers. In order to find excellent design talents, Taiping bird actively embarked on two aspects. First, recruiting designers through the Ministry of human resources, and establishing long-term talent supply and demand relationship with Donghua University, China Academy of art and other professional institutions. The two is to establish and perfect the internal training mechanism of designers, and form the talent echelon of the main designers, designers and assistant designers, and solve the problem of the back strength of the enterprises through the help of designers.

As a fashion garment enterprise adopting "fast fashion and virtual development" mode, brand operation and product design become the core business of an enterprise. Taiping bird not only attaches importance to the absorption and cultivation of talented people with genuine knowledge and talents, but also makes great efforts to develop its own fashion design team when it is clear that the fast fashion virtual development mode is oriented to the new stage of enterprise development. At the same time, Taiping bird has also worked with the leading professional institutions in China for a long time to communicate with many international design institutes. It is also the only fashion clothing company that regularly exchanges and studies with ZARA every year. It has taken the lead in the domestic garment industry.

The Pacific bird regularly travels between international fashion centers such as Milan, Paris and Tokyo to collect the latest fashion information and cooperate with the world's top design institutes and professional designers. Every year, a lot of market research makes the Pacific bird full of confidence. Due to continuous innovation in design, Taiping bird was selected as "Ningbo design led industrial demonstration enterprise" in 2010.

Now, from designers' inspiration to new products, the whole process of Taiping bird is more than 20 days. In general, garment companies need at least two months to complete the process. Since then, tens of times a day's listing speed; the whole industry in the ten day calculation of the rapid integration of power; with hourly calculation of the laying efficiency, the latest product price can be synchronized in 48 hours nationwide. In the 15 years of rapid development, Taiping bird controlled more than 100 upstream suppliers and more than 2000 self operated and affiliate sales outlets.

With the rapid development in recent years, the development path of Taiping bird in the fast fashion has grown wider and wider, and this road represents the development direction of fashion clothing. The attempts made by Taiping bird and the development of Chinese characteristics are still full of wisdom now.