How Did Taiping Bird Achieve Counter Attack?

Since its introduction, all walks of life have been affected to a certain extent, including general merchandise industry, electronics industry and garment industry.

When the traditional entity stores were hit, a company in the clothing industry not only failed to receive the shock, but succeeded in stepping into the new retail industry. It was the Taiping bird.

Success of the Pacific bird brand

According to the world clothing shoes and hats net, in early 2017, Ningbo

The fashion apparel Limited by Share Ltd was officially listed on the Shanghai stock exchange. It became the first Chinese made A landing stock market in 2017.

Service enterprises.

CEO, Chen Hongzhao, said that making clothes is their major.

But this does not mean that in the turbulent era of new retail waves, Taiping bird still hides in its ivory tower without asking about the world.

On the contrary, Taiping bird is a company that actively embraces the Internet and embraces new retail businesses.

The pcript that it handed out is very convincing: basically completed the iteration of brand adjustment, completed the thrilling leap from "80 after" to "90" crowd, successfully captured the minds of the youngest consumers; the structural adjustment of the channel was coming to an end; the new channel (electricity supplier and shopping center) accounted for more than half of the total; the performance was red, and in early 2018, the company announced that it expects the net profit of 2017 to rise 10.73% to 473 million yuan over the same period.

Then, how did Taiping bird achieve counter attack in the clothing industry of all over the world?

The bridge role of commodities

"Consumer centered" is almost the management concept of all retail businesses, but what do consumers really need?

Chen Hongzhao's answer is very simple: ask your girlfriends why her description of you is very clear and simple, not that she is fierce, but that she is too familiar with you.

So, to understand what consumers really need, the answer is very simple -- to be their girlfriends.

Friends are the first thing to learn to share.

All services in Taiping bird should be based on sharing - dress, design and fashion. The Taiping bird started to use mobile Internet as early as possible to achieve seamless connection between headquarters and terminals.

Shopping guide receives professional support from headquarters, naturally sharing this income to customers. Besides the professional skills and knowledge flow brought by the shopping guide growth and welfare, Taiping bird also helps to guide shopping through this connection and set up a professional mentality rather than a "I serve you" attitude.

With faith, we must be able to land.

"Visiting UNIQLO, their plan has touched me a lot."

Taiping bird clothing Commodity Operation Director Cheng Cheng said.

Japanese enterprises take the planning system as the representative. Before the typical enterprise structure chart is: one is the research and development plan, one is the manufacture, and the other is the terminal retail.

And for the first time, Ming plans to put consumers in the middle and design around consumers. It is the first time that consumers are regarded as "God".

Taiping bird believes that the key to linking customers is commodities, which become a breakthrough in their new retail pformation.

Around 2013, the Pacific bird began to focus on the "commodity" node.

In the past, most of the enterprises were responsible for the design of their products. In the future, they had to know what changes were going on in the future and what kind of people the consumers were. All these needed strong IT background.

The management of commodities is essentially a series of processes and human management.

Retailers all emphasize "quick response" to users, but in Taiping bird's view, the most important thing is not fast.

The first important thing is "to be" and to deal with market changes truthfully.

"Should" end is "speed", internal pace is consistent, respond, is "reverse", form a closed loop.

Next, we are committed to speed up.

"If it is not continuous, stable and low-cost, it can not be done in practice."

Cheng Cheng said.

Thousands of shops and thousands of faces successfully layout

Thousands of shops and thousands of faces are the targets of Taiping bird, and to this goal, Taiping bird proposed the "ABC plan": A plan, focus on best sellers; B plan, reduce unsalable goods; C plan, launch more fresh goods.

"Sell goods that are good enough to sell first, then make sure that the goods that are not good enough to sell are as few as possible. Finally, there is the ability to continually replenish new products. From the point of view of commodities, seize the three point and seize the key."

Cheng Cheng said.

"The numbers do represent a lot of things, but we don't see enough data from the point of view, so you can't see the data."

The Pacific bird hopes to further analyze the data and find the key points, which requires a real correlation study of the commodities.

"We tend to do unsupervised learning first, find the trend and direction, and judge it with experience, and verify it again and again.

Because you need to find a blind spot, if the forefathers set some weight parameters, a priori knowledge is restricted, "Cheng Cheng said.

Relying solely on human beings can not do this, the value of technology is displayed.

But for Taiping birds, technical means account for only 30% of the total change process. What is more important is human belief and spirit.

First of all, employees must really accept the direction of change; secondly, let them know that goals can be achieved by steps and not illusory. Once again, let everyone have a sense of urgency and understand that if they do not change now, they will die.

Shop assistants are the key to "thousands of shops and thousands of faces".

The daily perception of consumers must rely on salesmen to catch them.

Cheng Cheng said, "commodity is a resource, and human is a resource."

Some people are suitable for selling pants, some are suitable for selling old customers, others are friendly and suitable for selling new customers, others are energetic in the morning shift, and some people are vigorous in the evening class. How to fit the most suitable shopping guide to the most suitable shops at the right peak time?

The future needs to be done step by step.

The future is an open honeycomb.

In early 2017, after the listing of Taiping bird clothing, it was proposed that 2000 stores should be expanded, and the contacts with real estate and business tycoons were becoming more frequent.

In Chen Hongzhao's view, value must be generated in collision.

"We can't do anything by ourselves. I believe people can't do anything alone.

We are actively embracing these partners and will embrace us in the future. "

As for the relationship between the brand and the platform, Chen Hong gave an example: the platform is like the stage of the Republic of China, and we are the Hua Dan on the stage.

Who will the boss of the stage embrace? One is the "boss" who comes down to the theater, and the two is the "corner" on the stage.

When the Taiping bird becomes a "corner", all platforms will embrace it.

Correspondingly, it also needs a bigger stage to sing opera.

More interesting reports, please pay attention to the world clothing shoes and hats net.