Pacific Bird Excavates Chinese Fast Fashion ZARA Gene

The blue ocean has not changed.

The blue ocean is to enter the new market field by means of differentiation, minimize or even avoid competition, and enterprises can get faster growth and higher profits with the ability of innovation.

In those days, Taiping bird found its own blue ocean by relying on differentiation strategy.

At the end of the 90s, when the Taiping bird started, the men's clothing industry in Ningbo was quite mature. There were a number of well-known brands in the country.

The competition pressure from these big clothing enterprises forced the Taiping bird to take the lead in the competition and realize the dislocation development.

The Taiping bird is lucky because they have chosen the distinctive development idea at that time - the limitation of being divorced from the formal dress and the first fashion of fashion casual wear.

Facts have also proved that fashion casual wear has long been the most dynamic part of the clothing industry as people's lifestyle changes.

Taiping bird first put forward the concept of "fast fashion" in China.

Compared with traditional clothing, fast fashion highlights two points: one is to grasp the fashion concept, to make the consumption interest constantly new, the product is constantly new, and the market is constantly new, so that the industry can not get the limit growth; the two is to grasp the speed of the system, including information flow, logistics, cash flow and operation speed, and maximize the rational allocation of all kinds of resources, so that enterprises can respond quickly and integrate quickly.

The fresh idea of that year has now become a reality.

Especially when foreign fast fashion representative brands such as ZARZ, H&M and so on have entered China, people's acceptance of fast fashion has become a habit.

The force that caused the rapid rise of the Pacific bird seems to be no longer prominent. What will be the blue sea of the future Pacific bird?

The brand leader of Taiping bird believes that fast fashion is a trend, and its development space is still huge.

For domestic brands, the market will not shrink because of the accession of international brands. On the contrary, international brands can promote people's understanding of fast fashion.

Fast fashion will continue to be a competitive field in the future.

For Taiping birds, fast fashion has many characteristics that others can hardly copy. The core competitiveness is not only the quality, the price, the market scale, but also the hard to imitate the creativity; the tolerant atmosphere, the free information, the open platform, the use of talents is no longer based on control, but on the basis of incentives; in the fashion industry chain, it is not an organizer and leader, but an organizer and leader. The focus of operation management is no longer just inside the company, but also has spread to the management of suppliers and channels, including the design of information network, production planning, operation mode, tracking control, inventory management, supplier and procurement management, etc. it is the main focus of the work, which is the information inheritance center, the management control center and the logistics center of the entire supply chain.

Behind the fast fashion is the ability of the enterprise to control and integrate among the collaborations. This capability may be easily imitated in some aspect, but it is difficult to imitate a system, the collaboration management between the systems, and the operation of the ideology and culture, and make it hard for others to surpass the soft power.

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From manufacturing industry to creative industry

The development of the Pacific bird has obvious phased characteristics.

From the beginning of the dislocation competition in the early 90s, to the completion of the virtual model construction before 2008, and the current fast fashion brand building action, all these are the reasons for the benign development of the enterprise, whether forced choice or active pformation.

In 2008, Taiping bird group sales exceeded 3 billion yuan mark, the annual growth rate was more than 45%; in 2009, sales reached 3 billion 960 million, the growth rate was as high as 40%; in 2010, the sales target of the company was to break through 5 billion yuan, and now it seems that this goal is no longer a problem.

At the same time, the rapid development momentum is also encouraging. At the same time, it can not help but think about how to maintain such a growth rate in the future and further enhance the brand.

In the information of Taiping bird group, we can see the vision and vision for the future.

In brand clothing, we should continue to increase investment and promote the comprehensive ability of garment brands, R & D, marketing, industrial chain integration and so on.

We will continue to adhere to the concept of creative economy with "design driven brand development". We will maintain product design advantages by setting up design companies or platforms abroad, or even acquiring relevant overseas design institutes.

To implement the channel strategy of "three dimensional development of land, sea and sea" (land, that is, traditional physical shops, empty space, electronic shopping online, sea, that is, future overseas markets), to ensure that every year effective outlets increase 300~500 households, and at the same time, the international first-class stars will be launched as the brand spokesperson plan, so as to further enhance the influence and reputation of the Taiping bird brand in the fashion industry, and realize the near future goal of the first fashion clothing brand in China.

The brand leader of Taiping bird has repeatedly stressed that making clothes is no longer a traditional manufacturing industry. For Taiping bird, the spirit of the enterprise has already been closer to the creative industry and fashion industry. This is a leap of germplasm.

And this positioning seems to be more in line with the international trend. Throughout the past century, the western traditional clothing powers have achieved a comprehensive pformation in terms of clothing and fashion. The influence of creativity on clothing has reached an unprecedented level.

If the Pacific bird is placed in the background of the national garment industry, its practical significance will become more prominent.

A few years ago, China proposed to pform from a big manufacturing country to a strong garment country. It is no longer the pursuit of quantity, and in the deeper sense, it is the excavation of connotation.

Taiping bird's high regard for fashion and creativity is a conscious practice of achieving this goal.

Now, Taiping bird group has become the spokesman of Ningbo's fashion charm. The company has also won many awards such as the annual brand marketing award, the Innovation Award, and the 100 top 100 clothing enterprises in China.

World class designers and professionals are also more active in working with Ping bird.

Relying on the carrier of clothing, the development path of Taiping bird shows that even the most traditional fields can also breed the most fresh ideas, and under the guidance of fresh thinking, people can also harvest more than ordinary happiness.