Ningbo multi-brand promotion of leisure wear Taiping bird

Peacebird

Turning over the company's brand history will reveal that they have a unique brand culture and brand story. A brand from scratch, from no name to famous, well-known and well-known, some not only frustration, helplessness and hardship, but also after the success of joy, comfort and emotion...

At the close of the 4.26 National Intellectual Property Protection Day, we specially visited several well-known brand companies in Ningbo to tell everyone about its unique brand story.

For the clothing industry in Ningbo, which started with the “Red Craftsman”, the emergence and rise of the “Peace Bird” cannot be considered an “alternative”, but it is also this “alternative” that not only breaks the pattern of Ningbo men's formal Dress dominating the world. , but also set off a fashion trend in the city.

“Since the beginning of the brand creation, we have emphasized the personalization of the clothing. Therefore, when we registered the Taipingniao brand, we placed it in the fashion leisure category.” said Zhang Jiangping, president of Taiping Bird Group. The new industry field that dared to get involved in the development of the garment industry made the Taiping bird taste the sweetness of “innovation” for the first time. When the Taiping bird clothing went on the market, it won the recognition of consumers and it also won a place for the Taiping bird in the fiercely competitive Ningbo market. With the gradual clarity of the business philosophy of “dislocation competition and innovation and development”, the Peacebird also selected a unique posture for the brand's take-off.

In fact, the success of the Taiping bird brand, in addition to the original distinctive product positioning, and after the company's product and market development, innovative design and marketing methods are not unrelated. In terms of clothing design, the Peacebird has always complied with the principle of "food preservation", that is, the first time the latest and most fashionable products are delivered to consumers. With the continuous expansion of the company, Taiping Bird has paid great attention to clothing research, development and design year by year. Last year, the company invested nearly 100 million yuan in this area, accounting for 5% of the company's sales revenue.

In marketing, Taiping Bird adheres to a differentiated marketing strategy to provide comprehensive, user-friendly and considerate services to enhance the brand's comprehensive market competitiveness. At the same time, it fully utilizes the characteristics of commercial districts to conduct brand promotion and marketing. Since 2003, Taiping Bird has opened a store with different styles around Tianyi Square, forming a fashion corridor for Taiping Bird. At present, there are 20 stores in Taiping in Ningbo, and there are as many as 2,200 in the country. Its unique business model is dubbed the "Peace Bird Mode." In 2007, Taiping Bird Magic Fashion Co., Ltd., an emerging B2C e-commerce company with online shopping as the main business, was established. The online shopping community of Taiping Bird Magic Fashion began to lead the “new shopping era”.

Since its establishment, Peacebird has been breaking through the gap between routine and innovation to find a breakthrough in brand development. From dislocation management to brand management to virtual business model, after many years of cultivation and development, the current Taiping bird clothing sector has formed a multi-company, multi-brand, multi-series common development of the operating landscape. Especially from 2008 to 2009, under the umbrellas of "Pekingbird", "Babberg," "Pagani," "Lokcho," "Magic Fashion," "HP," "PEACEBIR, TRENDY," "PEACEBIRD, COLLECTION," and "PEACEBIRD." "JEANS" and other sub-brands have strong positions, different brand positioning, and different personalization pursuits. While satisfying the needs of different consumer groups, they also convey a happy and leisure lifestyle. In 2009, the group’s total turnover reached 3.96 billion yuan, rising to 5.337 billion yuan in 2010.

“Over the next three years, we will continue to develop multi-brand and multi-level operating mechanisms and development models and continue to promote the development of the branded apparel industry. It is expected that in 2013, the Pacific Group will achieve a total sales target of 10 billion yuan, maintaining a 36% annual growth rate. "The Deputy General Manager of the Peacebird Group Liu Jun told the author.

"The brand can't just be an empty shell. It should convey a spirit." This is the unique understanding of the brand.