20 years focused only on fashion
Severe weakness in the domestic market in the apparel industry, Shimonoseki shop tide after another environment, how to do fashion retail? May 21 in the "melting · peacebird 20th anniversary press conference", the Peace Bird Group, Ningbo Bird Pacific Fashion Co., Ltd., Zhang Jiangping said: "The focus on doing fashion, not forgetting the past 20 years, this is now the beginning of the heart to continue to do so. I think to do is endless, and there is no peak, can go up is a good thing. "he also said, the bird of peace will have been consumer-centric, interaction with consumers, products, channels and Iterative marketing across the board.
20th anniversary Peacebird media conference held in Shanghai May 21
After 2010, by foreign brands entered the domestic market, the crazy hit, many domestic clothing brands have also transformed into investment companies, real estate companies. Taiping birds chose to buck the trend, and actively expand the brand. Currently, Pacific birds has improved product gradient, owns white-collar fashion brand peacebird women's and men's Peacebird, girls wear brand Yurakucho, street girls wind MATERIAL GIRL and children's Mini peace and light luxury menswear AMAZING PEACE. Peacebird this multi-brand ahead of the layout, as more and more consumers into the lifestyle scenes, in the current fashion retail downturn, more resistant to risk performance.
Kids Mini peace will be the focus of the development of the brand peacebird
At the same time, Pacific birds also to fashion vision to invest abroad, in addition to shares of France advanced custom brand Alexis Mabille, but in the upcoming 2016 autumn and winter series, Peacebird men will and the famous florist Thierry Boutemy cooperation, he worked with Lanvin, Dries Van Noten and Viktor & Rolf, Dior and other famous designers and brands.
Clothing brand for the domestic business strategy, Zhang Jiangping said: "In fact, many companies are doing well in the Chinese market, think out of the country, I think this is very high blowing component, because your doorstep 1.4 billion people in the market do not well, you go fooling around, goof not so good mix, I believe it is certainly a problem. "Zhang Jiangping been convinced that China is in fact a very good, so that all companies can best soil to create a dream.
Faced with the rise of wave motion, Zhang Jiangping said the bird of peace needs to be more focused, will not launch sports brand, because sports brand with the fashion is different, it is more focused sports brand functional stuff, clothing fabric, elastic is very particular features things, it requires the development team behind or production companies, which do not belong to peacebird industry, because there is no such lineage peacebird inside. But Peacebird now go with some brands in the fashion movement, because the company will have a professional company to help them to do, but to operate independent brand is unlikely.
Data are the best proof
According to public information, peacebird company in 2015 operating income of 5.9 billion yuan, an increase of 18.09%. Electricity supplier business to achieve sales 1.1 billion yuan, accounting for total retail sales of apparel brand 12% 2013-2015 CAGR of 65%. Among them, the company's breakthrough 3.5 billion yuan in retail sales of women's, men's retail sales breakthrough 2.7 billion yuan, Yurakucho and electricity supplier sales exceeded 10 billion yuan, annual output value of more than 7 billion yuan Group. By the end of 2015, the bird of peace of the line number of stores amounted to 3,794 homes, sales and marketing network covering 31 provinces and autonomous regions.
Despite sluggish fashion retail environment, peacebird terminal morphology covered street shops, department stores, shopping malls and other retail formats, electrical business, urban complexes, street shops, department stores full range of "four wheel drive" channel edge .
Pictured peacebird Ltd chairman Zhang Jianping
In recent years, the sudden emergence of domestic shopping centers, peacebird large changes in retail formats occasion, conform to this trend in time to seize the opportunity to set up shop in the shopping center achieved sales of 484 million yuan from 2012 to 2015, an increase of 1.931 billion yuan, an average annual compound growth rate of 58.6%.
In addition, the bird of peace and actively develop business electricity supplier, electricity supplier business to achieve 2015 sales 1.1 billion yuan, accounting for total retail sales of apparel brand 12% 2013-2015 CAGR of 65%.
Last year, two-eleven day five brands breakthrough 383 million yuan in sales, compared to 2014 two-eleven single-day turnover of 260 million, an increase of 47.3%, which Peacebird menswear brands reach 194 million yuan, a total of 70 within 24 hours I peacebird million consumers become users, with an average every 14 seconds to sell clothes, Wi-end transactions accounted for more than 80%.
It is reported that peacebird positive test the water cross-border electricity providers, online business has been the first step out of the domestic market, behind the development of electronic business is $ 500 million supported by strong domestic apparel industry's first five-star logistics.
Commenting on the company is preparing to issue an IPO, Zhang Jiangping revealed: "IPO for our company, in order to have better and more open competition for space, then I believe that we must first do the standard enterprise, as long as companies do make solid specifications only after the foundation of our future, because we are of the data, we will talk to all industry partners to control, we went to look in the mirror, we was good, where is the difference, which is a focus of our strategy. "
Ali Wanda left and right
Future peacebird whole channel dedicated to create, online and offline hereinafter models on sale simultaneously with the price, so that the formation of marketing programs based on real customer data to help achieve new products to enhance the permeability. At the same time, the background of supply chain solutions to help deliver the best experience, deliver the shortest path and optimal inventory management.
According to reports, the bird of peace will form a strategic partnership with the world's largest commercial real estate firm Wanda Group, a collection of the first store will be opened in quality Wanda Plaza.
Zhang Jiangping said the first store will be set to a certain concept and style of the main line, the selection peacebird's multiple brands in line with the theme of the product line, in the same shop showcase and sell to brand selection and product mix, convenient consumers buy, personalized service to meet consumer demand.
In addition, due to the success of the bird of peace, the brand can seize the consumer mentality in the true sense, follow the consumer to run. In the current era of personalized, but should catch the "90", "95" after the mentality of consumers, the brand will increase with age to break through to consumers. Zhang Jiangping said, and now Chinese consumers are very picky, not like before the shortage economy like what to wear, now is not the same, there is no need to repeat one thing, this is the era of personalization in the true sense, it is very important trends, so that the need to seize the young consumers, the bird of peace will not lose in the fashion retail industry.
With 80,90 has become the main consumer, master brands have to follow the trend, the conversion policy towards commercial entertainment "show" field to move closer. The young bird of peace and more interaction from the fashion industry into the music, so that clothing can be seen in addition to be able to wear, but also "listen." Peacebird revealed that the future of music and Ali Group, Sina entertainment channels such cooperation to carry out a series of fashion and entertainment.
In addition, Zhang Jiangping said the bird of peace has been ahead of the layout "red network" economy, because all of the current e-commerce to flow to sales, "Network Red" In the main diversion, capable of precision marketing, if I have two or three hundred behind Wan fans, I'm wearing a dress, of which 1% of the purchase, have been able to sell two or three million pieces of clothing, but it must be hungry marketing, you can not have inventory. Our biggest problem now is that the apparel industry stock, net red economy can give us inspiration.
Industry have commented that let young people see passion for music and fashion combine in this new way to understand brand new, younger consumer groups will enrich the interpretation of peacebird brand, who can focus on the first step to get young people , who will grab market opportunities.
