As early as the financial crisis of 2007, in Ningbo, the "prophetic company" represented by Pacific Bird had long foreseen that the fashion trend brought about major changes in the garment industry. After investing heavily in talents, channels, and other areas, and replicating and transforming the domestic development path of international fast-fashion brands, the ever-expanding industrial fields, the ever-increasing number of brands and sales volume have now enabled these pioneers to enjoy the changes brought about by fashion. The "dividend".

Embedding the brand into the company's development philosophy, integrating culture and creativity into the soul of the company's development, from the light-asset virtual management to the fast-fashion development path of recreative creativity, the Pacific bird who knows how to change nevertheless understands that the brands can make achievements. .

After many years of brand positioning and incubation, Taiping Bird’s apparel segment has already formed a good trend of multi-company, multi-brand, and multi-series development. It has continued to summarize the brand's operating experience, and based on the market positioning, innovation.

Following the establishment of the Shulemachi brand, which was established in parallel with the Peacebird Women's Women's Wear, the mini-peace that quickly grew into a strong brand in the market was independently exhibited at the 17th session of the Ningbo International Fashion Festival, again demonstrating that the Peacebirds were The brand has cultivated outstanding control and became the leader of the festival. The re-entry of children's clothing is also finding a new breakthrough path for the traditional Ningbo clothing companies.

New Brands Appear on Fashion Festival to Show New Industry Values ​​The development trend of Taiping Bird in recent years shows that brands have become the core of competition among enterprises. In the accumulation of brand cultivation over the years, Taiping Bird has provided the brand building blueprint for the redevelopment of the traditional apparel industry.

In the "Fashion of the City" Daxing leisure style, in the "men's clothing" to create a women's fashion, the growth process of Taiping bird seems to be always with the advantage of Ningbo, which is full of the advantages of the adventurous environment of the clothing factor, as it was promoted from the beginning "misplaced management "It has been the opposite of what it has done, and it has become the basis for its pursuit of development. Today, the "100-billion-dollar" cake of the baby's economy has undoubtedly inspired the bold vision of the Taiping Bird in the ready-to-wear world and fostering new advantages in fashion children's clothing.

Abandoning the existing domestic model, combined with the fashion development model of adult clothing, Peace Kids Fashion Mini Peace came into being.

The children's wear brand officially launched in 2011 for the national market has successfully settled in Wuhan, Yichang, Ningbo, Hangzhou, Jinhua, Nanchang and Shenyang after more than two years of development. “We plan to increase the number of Mini Peace’s self-operated stores to about 200 this year.” This rapid development, coupled with its brand philosophy, fashion elements, and mature operating experience that are consistent with the Group, has made Mini Peace a “Peace Bird”. "The multi-brand" strategic force system can not be ignored in a new force. The independence “presentation” at the 17th Ningbo International Clothing & Accessories Fair this year is an important recognition of its speed and depth.

In fact, the growth of MiniPeace is exactly what Taiping Bird Group has achieved on behalf of a major brand operation based on years of brand operation experience and the acquisition of excellent cultural genes. Through a large number of previous investigations, Taiping Bird found that according to the continuous subdivision of the children's wear market with age as the standard, although it has contributed to the formation of a more reasonable and more targeted sales system to a large extent, the following inventory pressure has come. It has also become the "illness disease" that affects the development of brands and enterprises.

How to solve? MiniPeace proposed a "inside and outside combination" treatment program. The so-called "inside" is to make good articles on quality control. “We have a dedicated team for production verification and strive to minimize inventory in the most reasonable amount.” When it comes to controlling quality, the head of MiniPeace proposes a more novel concept: “I'm used to We call it 'quality' rather than 'quality'. This is a difference. Quality is used for 'person' and quality is used for 'object'. Empowering products with human-like spiritual connotation is the pursuit of Mini Peace. This is where current consumer trends lie.”

When the 80s gradually became parents, and gradually completed the primitive accumulation of life, and become an important group to create spending power, the long-term accumulation of brand awareness and fashion requirements in the growth process, also refracted their choice of children's clothing . Therefore, since its inception, Taiping Bird’s Children’s Wear has been the flagship concept, conveying a happy and growing lifestyle, emphasizing product connotation and brand added value, inheriting the Taiping Bird Group’s adherence to fashion and brand, and adding new features to convey love and freedom based on the characteristics of children’s clothing. Connotation of value, MiniPeace has been matched with the needs of young parents as soon as it is available, and has quickly gained good market feedback.

On the basis of doing "interior repairs", Mini Peace has always attached importance to the development and optimization of external channels. Combined with the needs of current consumer groups, Mini Peace has formed a "1+1" channel system that focuses on physical store sales and online marketing. However, more than ten years of operation experience not only made the Taiping Bird understand the importance of expanding channels, but also appreciated the key role of high-quality agents in the sales process. In view of this, Mini Peace launched an objective and quantitative assessment of agents. The system, from the first payment to the deposit, to the return rate, and even to the decoration standards, has strict requirements.

As the highlight of this debut, Mini Peace placed the most prominent place in the exhibition hall, demonstrating the success of the company's brand operations. At that time, the domestic children's wear market was still to be well developed, and the children's wear industry was still in the midst of the mixed war. Taiping Bird reshaped the industry value with the brand and advocated the sound development of the industry.

At the same time as one of the 12 annual brands invited by the organizing committee, Taiping Bird participated in the opening ceremony of the clothing festival, “Haikuo Ningbo”, the annual brand tour of China's clothing, and fully displayed the charm of brand design.

Reshaping the development concept of the industry with creative culture Taiping Bird firmly believes that when China enters the deep-water reform zone, it gradually loses the labor bonus brought by reform and opening up. As the clothing industry in the traditional advantageous industries, only the development of its own culture to enhance the competitiveness of the brand can be achieved. Invincible.

The brand operation experience in the past 20 years has allowed the Peacebirds to master the capital, manpower, information, channels, supply chain and other resources related to brand operations. It can be said that today's Taiping Bird has already become a hotbed for brand incubation and development. Even if a new brand is launched overnight, even a duplicate operating system will be established or copied.

This confidence stems from the Taipingbird respect for the brand, and the income from the creative culture over the years.

According to industry peer review, Taiping Bird is the apparel company that will spend the most money. In the early years, he spent huge sums of money to send designers to Zara and other first-line brands for further study. In recent years, he has continuously invested heavily to upgrade corporate image and corporate culture. This year, the Taiping Bird is also an internationally renowned brand consulting agency. It spends millions of dollars tailoring brand culture for the Taiping. "Culture has always been invisible and intangible, but it is the soul of a company's development." Only active water comes. Zhang Pingping, president of Peacebird Group, is convinced that culture is the "living water" of Taiping Bird. As long as the cultural context is followed, the brand will naturally follow.

With creativity as the core and the market as the orientation, Taiping Bird has developed a series of brand's respective subcultures on the root of creative culture, and gradually integrated the company's main culture. "People familiar with the Peacebirds can easily find out that regardless of the old men's wear, women's wear, newly established children's wear and household products, we have created these invisible pearls on the invisible line of creativity." Zhang Jiangping summarized the concept of enterprise development. At that time, it was not without pride to say that Taiping Bird was becoming a gathering place for the brand to integrate all aspects of the needs of the entire young fashion consumer group.

In fact, after two financial crisis baptisms, domestic garment companies have already begun to transform and upgrade, and their own brands have emerged like mushrooms. However, the lack of brand culture and connotation makes many brands such as short-lived, there are still many in the bud, mature and successful regional brands are few, the country is rare, not to mention the vitality of the brand Now. The Taiping bird spent 17 years verifying the longevity of culture and creativity that has given the brand its longevity.

Advocating a way of life rather than selling products, Taiping Bird’s implementation of corporate development has always been an interpretation of people’s lives. Nowadays, with the differentiation of brands, Taiping Bird is expanding at an alarming rate. The high coverage rate in second-tier cities across the country, the strong development momentum of each brand in each market area, the launch volume of nearly 2,500 new products per season, sales throughout the year. The amount reaches 10 billion. The Taiping Bird, which is a heavy brand and creative, is trying another way to change the development concept of this traditional industry. Thousands of Ningbo garment enterprises in Ningbo have also started a new "ready-to-wear" fashion.