Taiping Bird Grasp The Main Upgrade Of The Consumer After 90

In 2015, the proportion of wireless mobile terminals in Taiping was 72%. "Behind this figure means that the proportion of young people in Taiping's online shopping group has increased significantly."

According to Weng Jianghong, general manager of Taiping bird electric business, "at present, the main consumer of Taiping bird has been completely young. The age of Tipper men's clothing is the core of 26 years old. The proportion of men's wear / women's clothing consumption accounts for 50% of the total. After two years, the two of the two men who are young girls and consumers are higher than the latter. The main consumer group of is also the hot mother of the 80's.

From May 10th to May 12th,

The five major brands of Taiping bird men's clothing, Taiping bird dress, Lok Ting, MATERIALGIRL, MiniPeace jointly Alibaba's Tmall (Tmall.com) and Juhuasuan (ju.taobao.com) launched the 20th anniversary celebration activities, Alipay turnover exceeded 32 million 80 thousand, of which 90% accounted for more than 50% of the customers.

How to complete the brand upgrading, consumption upgrading, and seize the main force of consumption after the 1990s, behind which is the accurate interpretation of young consumers and the content marketing in place.

"Take the 20th anniversary celebration activities from May 10th to May 12th as an example, from product to marketing, all articles on brand upgrading and consumption upgrading are adequate.

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Does the younger generation recognize "encouragement"?

The key words of the 20th anniversary celebration of several brands of Taiping bird are: encouragement.

The concept was put forward by a girl after 93.

"To start is to start from the heart."

The weak and incompetent "Internet" has been destroyed by the Internet.

Now, counselling is endowed with another meaning: from the bottom to the heart, from the heart, that is, "followyourheart".

This new meaning is more in line with its nature of "encouragement and surprise."

When young people "follow their heart" and "do whatever they want", it is precisely when older people feel that young people begin to "encourage".

Do not take part in the college entrance examination, drop out of University, do not look for high paying jobs after graduation, travel in different years.

In short, everything challenges the values of the previous generation and abandons the traditional path of growth.

In the current society, the behavior of independence is regarded as "encouragement".

A more free "generation generation" can be regarded as a manifestation of social progress. It is based on social pluralism and family openness.

Product mix: conveying a youthful lifestyle

In the past, enterprises usually publicize the quality and characteristics of products directly, so that consumers can quickly understand and buy, thereby establishing consumers' awareness of brand names.

"Consumers will feel closer to enterprises after being" content marketing ".

A vivid and interesting brand story often allows the brand to speak and bring the brand from the cold material world to a vivid emotional field.

"In terms of the layout of goods, Taiping bird is also trying to show people's personas by telling stories," he said.

Connotation, culture and value.

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The 20th Anniversary Theme of this Taiping bird is "encouragement". It also focuses on the expression of young people's lifestyle.

Men's new uniforms, school uniforms and broken jeans, play a new generation of nostalgia and small rebellion.

Closely around the 90's consumption common label: differentiation (with the display of personality consumption demand); home life (pursuit of highly convenient consumption mode); connotation (story products can grasp the hearts of the 90s); entertainment Supremacy (entertainment entertainment essential).

Not only the flagship category will revolve around the most fashionable lifestyle of young people nowadays, but the choice of interactive prizes is also closely related to the lifestyle that young people like, from Disney tickets for men's wear to baseball caps in Lok Ting, and to extend the product language according to the hottest travel and most fashionable young sports.

It is reported that the combination of younger products and lifestyles has been tried for some time by Taiping bird, from the sale of cross-border sales of men's clothing and Disney, to create a younger fashion, to the exquisite house culture created by Lok Ting, which is about the way of life of young people.

"Then Lok Cho will cooperate with The Smurfs in pushing 520 girlfriends day. The theme is: good girlfriends, together with OOHLALA."

Marketing Communication: young people, drink a bowl of black chicken soup

Alibaba group CEO Zhang Yong said at the "2016 business services ecosystem summit" that the electricity supplier has moved from operating goods to operating content, and then touches the crowd with content as a link to get consumers.

On this anniversary, Taiping bird also used content operations for social communication.

Weng Jianghong, general manager of Taiping bird electric business, introduced the 20th anniversary marketing activities of Taiping bird in three stages.

The first stage: mental creation, topic interpretation, and derivation of consumers' redefinition of "encouragement".

The second stage: interactive trend, using micro Amoy, micro-blog and WeChat to interact, and all brands under the line start to create an atmosphere around the topic of "counseling".

The third stage: the 20th anniversary anniversary theme is officially disclosed, and the main products are revealed.

　　在第一阶段中，各个品牌围绕自己的消费群体肖像提出个性宣言，男装的“我不行，我怂”，女装的“我不美，我怂”，乐町的“我不甜，我怂”，MATIERALGIRL“我不潮，我怂”，MiniPeace童装的“我不乖，我怂”，通过主题海报诠释，然后延伸从心出发的现代人对“怂”的定义;在互动话题上，也用当代年轻人喜欢的互动黑话题，男装的“男人听到什么话会认怂”、女装的“长得美到底有什么卵用”、乐町的“这些年被世界啪啪啪的事情”、MG“少女你做过什么男友力MAX”的事情、童装“孩他爹带娃的那点怂事”，均围绕现代年轻人关注的热词和生活方式展开，在内容传播上描绘出了各种场景下如何穿搭服饰，专门拍摄510大片，从入口图、店招到模特展示图形成视觉上的统一感，品牌的协调性得以显现。

20th anniversary, inverse growth, under the line and under the force.

This year is 20th anniversary of the Taiping bird brand. On the Pacific bird online interactive topic, the dream of chasing a dream is launched. It's a topic that you want to do if you turn back 20 years.

At the annual meeting of 2016, Zhang Jiangping, chairman of Taiping bird, put forward the idea of "returning to the essence of Retailing in 2016".

In 2016, just 20th anniversary of the young enterprises, with their own steadfast and dependable, used 20 years' deep tillage.

My heart starts again.

At the beginning of 2015, chairman Zhang Jiangping put forward "never forget the original intention, return to the essence of retail."

In 2015, Ningbo's Taiping bird fashion Limited by Share Ltd accumulated a total retail sales of 9 billion, an increase of over 16% over the previous year, and 28 million 530 thousand garments sold annually, equivalent to 1.8 pieces sold per second.

As of December 31, 2015, the number of employees nationwide reached 9940.

After years of brand positioning and incubation, Taiping bird's clothing sector has already formed a good trend of multi company, multi brand and multi series development, and constantly summarizes brand operation experience, and innovating according to market positioning.

At present, Taiping bird fashion apparel owns PEACEBIRD menswear and two main brands of PEACEBIRD women's wear, including children's wear MiniPeace, maiden brand Lok Ting, light luxury men's wear AMAZINGPEACE, and American street style women's wear brand MATERIALGIRL, which has recently become a French high definition brand AlexisMabille, extending to high-end apparel route.