Taiping Bird Zhang Jiangping Analyzes The Reasons For Its Success And Its Future Layout

BoF has a dialogue with its chairman, Zhang Jiangping, to analyze the reasons for its success and its future layout.

Ningbo, China -- the "bird man" in Baidu entry refers to people who are not reliable.

In ancient Greek mythology, the most famous story of "bird man" came from Carlos. Some people interpreted their story as flying too close to the sun and the melting of their wax wings to lose their rationality. Others believe that if we want to pursue freedom or to attract more excellent things, we must be fearless or even selfless.

In a sense, Zhang Jiangping also has such a "fanatical" determination.

This

The chairman of the group and the Ningbo Taiping bird fashion dress Limited by Share Ltd spoke without any evasive remarks.

Stories that have fallen into Jedi times and come back to life through pformation will also include words such as "confidence", "persistence" and "Dreams", which are commonly spoken by entrepreneurs, but there is an overwhelming excitement and sincerity in their tone.

"Bird man" is the pride of its company's nearly 10000 employees.

The company, founded in 1996, was an innumerable private sector in Ningbo, Zhejiang.

After twenty years of development, one of the brands has started from 20 thousand yuan borrowed from Zhang Jiangping and brother Zhang Jiangbo, and has only six sewing machines and seven or eight workers' garment factories. Now it has developed to more than 3800 stores in 31 provinces and cities nationwide. Last year, its total retail sales amounted to nearly 9 billion yuan, with a close profit of 530 million.

Its compound growth rate reached 59% in 2013 to 2015.

At the same time, it has embarked on the layout of overseas, set up a wholly owned subsidiary of Pacific bird in France, and participated in Impasse 13, the company of Alexis Mabille brand.

Zhang Jiangping, chairman of Taiping bird dress

In the past, the clothing brand of Ningbo was still dominated by traditional men's formal clothes such as YOUNGOR and Luo Meng. However, the Taiping bird, originally a male outfit, has opened up a women's clothing route that has never been explored. Its product structure constitutes a clear echelon structure: the "PEACEBIRD WOMEN" and "PEACEBIRD MEN" men's clothing for the urban fashion crowd constitute its core brand; for women who love the trend of young women, "LED" IN Lok ting and children's wear "Mini Peace" are the most potential emerging brands of the company at present; and the original brand for differentiated market segments: the women's clothing "Material Girl", which is the main music cool feeling.

Of course, in the vast market of China, the number and size of local fashion brands are not unusual in the past. What is rare is that they really start to become fashionable and internationalized, and get the brands that are always fastidious in fashion media.

Nowadays, with the rise of the middle class consumers, the fashion knowledge has been enlightened, and even the harsh competition situation caused by foreign brands has made many Chinese brands start to "fashion" from "clothing".

In the 20th anniversary celebration of the Taiping bird brand named "bird bird Music Festival", "PEACEBIRD WOMEN" is launching such a fashion announcement: Natalie Westling, Molly Bair and he Cong, such as the new faces of the modeling industry, showing the design that is in line with the international fashion trend, but there is no lack of real wear. The stylist, which includes a sequins, socks, laces and baseball caps, adds a sense of fashion to the product behind the scenes. It is Fan Xiaomu, who has been the styling director of Harper s Bazaar fashion bazaar.

Xu Weizhou, the young idol of the "Bird Man Music Festival"

"Finding the right trend and the direction of the consumer is the key to the integration of business and fashion. Fashion should resonate with consumers and closely match their needs," Zhang Jiangping said. He told BoF: Taiping bird clothing has invested heavily in design and research and development. At present, the company has a design team of over 500 people, with a design volume of 8000 products per year.

These designers are very young, with an average age of 28 to 29 years old, and therefore know more about the needs of young consumers nowadays.

"We have not taken some shortcuts to invite some famous or foreign designers, but to absorb young people from all over the country and even in international fashion colleges, and insist on training their own design teams. I think we need to root out local brands and become familiar with the talents of our enterprises and consumers," Zhang Jiangping said. "At the same time, we have not closed doors, and Taiping bird attaches great importance to communication and cooperation with foreign design institutes, business schools and workshops, so that designers can improve their quality and ability."

Special item Pb Lab for Pacific bird men's wear on Yohood

Laying stress on product design, tracking the consumer market and becoming younger is the key to making Taiping birds stand out in a crowd of Ningbo and even Chinese peers.

On the 20th anniversary celebration of "bird and Man Music Festival", Zhang Jiang, a star fan, appeared on the stage with a rivet motorcycle jacket and started playing the dish with young people's attitude.

Behind this activity, there are also ways to attract young people.

The press release reads: "we choose to celebrate the 20th anniversary with the fashionable and happy way of Music Festival. We want to integrate into consumers, integrate more fashionable life scenes and integrate more fashion solutions in this pan entertainment era."

Through the integration of electric music festival, Carnival and fashion release, this grand ceremony did let many ordinary consumers get the experience of zero distance, because Xu Weizhou, who starred in the starring net drama (this is a media channel dominated by young audiences), became the star that triggered the audience's biggest upsurge.

Many of the 70 or even 80 counterparts were puzzled. But no doubt, Taiping bird had already got the pulse after 90.

{page_break}

LED 'IN Lok Ting 2017 early spring series press conference

Zhang Jiangping said that more efforts are still on the invisible side.

As we all know, in recent years, the overall operation of the apparel industry is not ideal, facing many aspects of luxury, fast fashion, designer brand and electricity supplier. Many brand tycoons who used to rely on channel access have caused huge losses due to excessive inventory and operating costs.

Taiping bird clothing, which already has a large retail outlet, is now planning to issue no more than 105 million shares on the Shanghai stock exchange, which accounts for no more than 20% of the total share capital. In its prospectus, it said: if the fund-raising is successful, it will still invest 1 billion 530 million yuan to expand its physical store and O2O channel construction, including 238 New Direct stores.

Prior to that, Zhang Jiangping also said, or will open 2000 stores in 5 years.

"The channel is the place where we live and take root," Zhang Jiangping said. "I think the share of the entire market industry is large enough, and there are different levels of competition and space."

He pointed out that the development channel is not the problem that many brands encounter, but how to pform and adjust the channel with new thinking.

He used the "four wheel drive" analogy to describe the current channel mode of Taiping bird clothing.

"Before, our channels were mainly street stores and department stores. Now we have added" post drive "shopping centers and e-commerce.

When the line is opened up and the two increments increase, it will make up for the decline of the original channel increment, just like the rear wheel driving power of the vehicle is bigger, "he said.

Young people at the Bird Festival

According to the data, in 2015, the retail business of Taiping bird's clothing reached nearly 1 billion 100 million yuan, accounting for 12% of the total retail sales of the brand clothing, and its "double eleven" sales reached 383 million.

According to the data just released, this year's "double eleven" pre-sale results show that: Tmall women's brand, "PEACEBIRD WOMEN" and "LED" IN Le Ting are ranked third and fourth respectively.

"The rise of the electricity supplier has given us great impetus. This is not only an important sales channel and platform, but also brings information analysis, consumer demand data and updated thinking mode," Zhang Jiangping said.

After iteration, Taiping bird company has begun to use the background supply chain solution to help achieve the best delivery experience, shortest delivery path and optimal inventory management.

Through opening up the front desk, backstage and marketing channels, the company has solved a series of problems, such as information sharing, online and offline distribution, etc.

So that the shopping process which originally needs to place orders to headquarters for distribution is changed into O2O order information, which is directly matched by the information system to the nearest stores, and the goods are delivered by the stores, making the store another advantage in the competitive environment of the electricity supplier.

"Supply chain, logistics, high inventory, this will be some problems that domestic brands will encounter for a long time," Zhang Jiangping said. "Extensive practices will not be successful again. We need to make fine operation. We need to upgrade our management and technical means, make sure that the production, supply and sales channels will get through, we need to be agile, we can not make products half a year in advance, we can not blindly design and produce, and consumers like the present. This requires our response to be immediate."

Taiping bird clothing logistics center

Last year, Taiping bird clothing invested 500 million yuan to build a new logistics system in Cixi.

The system adopts the system of "mobile, fragmented, flexible" design concept and scheme to enhance the logistics speed of the company, and its maximum daily shipment volume has reached 200 thousand orders.

The company has also established a All Time fashion monitoring feedback mechanism to monitor and pursue consumer responses through real-time demand insight, high-frequency global research and close collaboration among suppliers.

Zhang Jiangping told BoF: in addition to Tmall, vip.com and other channels, the company is still making more efforts on the electricity supplier. It has received tens of thousands of concerns and good sales results through the net live broadcast.

The net red economy, which combines the flow and precision marketing, may become an important part of the future change of China's fashion retailing.

And this year's double eleven, according to pre-sale data, is expected to continue to exert force.

At the moment, apart from some excellent Chinese fashion brands, Zhang Jiangping also regards Zara and other international brands as a powerful competitor of Taiping bird. He always insists that China must operate in a way of "understanding China" in order to succeed.

"Some overseas brands in China are also not acclimatized. There are some places that can't be touched or touched, especially in the vast number of prefecture level cities or two or three tier cities. Their expressions are not necessarily better than domestic brands," he said.

"Let's take an example: foreign brands are mostly made by consumers themselves to choose and match products, but domestic customers need more guidance and services to help them match, and more fashionable education and promotion," he said.

In addition, Zhang Jiangping said that his pursuit of ideas and patterns are different from many overseas brands of foreign trade models.

"Many foreign brands are cheap to see Chinese labor, but this is not our problem.

Chinese workers have strong technical power, but foreign trade is in pursuit of interest. Then, where is a cheap place to go, but I think that as a Chinese brand, it will be cultivated to give them a reasonable reward, rather than to thinning it, more to share success with related industries and personnel, and grow together so as to go further. "

"Of course, foreign brands still have a lot to learn, especially in R & D and design, in terms of product technology and quality, and supply chain building is very fast and orderly." Zhang Jiangping continued: "at present, our domestic brands are creating such a pattern and method, China has a very good production environment and conditions, production capacity and sales chain is huge, we must give us time and we will not lose them."

Just the day before yesterday, the SFC issued a notice announcing the first adoption of the Pacific bird listing. This seems to be a birthday gift to the company that has been waiting for a long wait since 2010.

"If we go on the market, it will bring a greater aura to our brand, and the influence will be greater. Consumers will pay more attention to this brand. We can expand our brand more through financing. I will share the good mechanism and bring in good talents, and I will go further into the operation of capital market in the future," Zhang Jiangping said.

After BoF expressed many domestic fashion enterprises entering the capital market, they moved to real estate development, equity investment and other fields. Instead, they relaxed their worries about the main business clothing. Zhang Jiang said, "I can say with certainty that the main business of the fashion industry as Taiping bird clothing will not be shaken."

From the bottom of our hearts, we are not perfect. We are not worried about the fashion market.

This requires our determination, dedication, concentration, patience and determination.

"Twenty years is an important node for enterprises. I want to let consumers, collaborators, especially employees, see new and different ideas about Taiping," he continued. He sees today as a new start for the future.