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A City Enters 200 Million &Nbsp Annually, Behind The Success Of Taiping Bird Suit.

2011/8/19 11:09:00 63

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Local brand

Just like Ningbo.

Pacific bird

Women's clothing has tried to enter the first-line market such as Beijing and Shanghai, which is a radiating platform and a good starting point for the brand to radiate the whole country.

However, as long as all the brands in these two markets have been known, the market rent of Beijing and Shanghai is high and the local brand is low.

The Taiping bird dress, which once opened a special counter in Paris, Shanghai, has been withdrawn after a year of business. Only one franchised store has been retained in Shanghai.

But the performance of Taiping bird's dress in Ningbo is surprisingly good. In 2009, only in Ningbo, the city could create good results of more than 200 million yuan a year.

In the first tier cities, the second tier cities

Rise

The pformation of Taiping bird's clothing to "retreat in order to advance" may be an inspiration for the development of local brands, and general manager of Taiping bird dress.

Chen Hong Chao

Sir, comparing a shop to a man, it is to find a suitable stage, to sing a song red, or to find a big stage to curl up in a corner as a supporting role, and everyone's choice is different.

In addition to the right channel choices, what kind of behind the scenes work did the Taiping bird dress do to make a 200 million annual achievement in a city?

Chen Hongzhao, Ningbo Taiping bird dress

Reporter: in the local women's wear brand, Taiping bird dress is not active. Let's talk about the development status first.

Mr. Chen Hongzhao: we now have more than 600 shops nationwide, most of which are exclusive stores, and shopping malls are not our main force.

channel

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If we talk about the brand's activity, what we do more now is the work of internal force forging. As for the expansion of brand awareness, for example, 15 years ago, Hong Kong and Taiwan stars came to China to sing red, which is a good time, and now entering this market, we need to lay the foundation and accumulate.

It's the same reason to be a brand.

Accumulate steadily

The next wave of brand competition is concentrated on the accumulation of competition.

Reporter: we see that the style of Taiping bird dress is very diverse. How can we break through in the whole women's clothing market in terms of design and style?

Mr. Chen Hongzhao: there are four large series of Taiping bird dress. We spread the age and style coverage very wide. There are COLLECTION series of JEANS series designed for elegant and feminine charm customers. The TRENDY series is designed for those women who like to express their artistic temperament, and there is also a series of locho series that are popular among young people.

All of our designs revolve around the characteristics of Asian women. What we want to express is an Asian style. Asian women have the most suitable version and color system. This is totally different from the needs of European and American women. The breakthrough point of Taiping bird dress is to create "Asian style" and make clothes that are more suitable for Asian women.

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Reporter: what we are more concerned about is that in 2009, Taiping bird suit can make achievements in other cities in a city. More than 200 million yuan is a very alarming figure.

Mr. Chen Hongzhao: this has much to do with the internal force forging I mentioned above.

We have done a lot in the promotion of internal force and image.

We invite Japanese SCIMONE GIANFRANCO to be a fashion consultant for Taiping bird dress. In addition, we have a special internal publication "SHINE" to better convey our brand's steps in vision, store image and development planning, so that members of the brand (including shop assistants) will have a better understanding of their positioning and help them communicate effectively with customers.

As for the improvement of brand performance, I think that now truly enter the stage of "experiential marketing", Taiping bird dress attaches special importance to customer service experience.

Recently, we opened a 3000 square meter flagship store in the Mixc, Ningbo. In addition to the regular shop space, this shop is more like a clubhouse, opening a coffee shop, and a special DJ to create the auditory atmosphere of the shop, from the visual to the auditory, so that customers can have a good experience.

Reporter: please ask Mr. SCIMONE GIANFRANCO to be a fashion consultant, and let such a man play the leading role in the women's clothing brand. Why is there such an idea?

What can fashion consultants bring to the brand?

Mr. Chen Hongzhao: Mr. SCIMONE GIANFRANCO lives in Japan and is the "boutique" man in the fashion circle.

After knowing the brand positioning, goal and design style of Taiping bird's dress, he decided to take part in the plan to build China's first women's wear brand with many years of experience in the capital of art.

Apart from putting forward his international vision for our costumes every season, he is also our large model. He is more like Hollywood star Sean Connally himself.

We know him through Japanese fashion circles. He knows more about fashion in Tokyo.

And we talked about creating the Asian style of Taiping bird's clothing. Now Japan has been able to lead an Asian trend. There are many things that can be allocated through SCIMONE GIANFRANCO.

Reporter: for the improvement of performance, you mentioned more marketing strategy, the choice of channels should also be very critical?

Mr. Chen Hongzhao: now, Taiping bird clothing is mainly developed in the two or three tier market. Provincial cities generally do their own business and make an example to push the market below.

We should retreat in order to enter the Chinese market, so Beijing and Shanghai are not the only markets that cannot be entered.

I think we should compete with others and avoid others' edge. When the powerful international brands are attacking the first-line market, everyone will follow suit and look very busy. At that time, many brands will serve as cannon fodder.

Now that the fashion industry is moving down, the whole market is moving towards the lower end, and the demand for shopping environment is increasing. The rising level of the two or three tier market in China is especially concerned.

"All those who grow and grow are adhering to the wisdom of Taiping and balance."

"15 years ago, Hong Kong and Taiwan stars came to China to sing red. It was a good time to enter the market. Now we need to lay a foundation and accumulate.

It's the same reason to be a brand.