Why Did Taiping Bird Accelerate Its Overseas Layout?

According to the world clothing shoes and hats net, in recent years,

The pace of overseas layout has never stopped, and the continued decline in sales may be the real reason why Taiping bird "go to sea".

The industry believes that the Taiping bird to accelerate the "sea" pace is through internationalization to boost overall sales growth.

After 20 years of creation, Ningbo Pacific bird started with men's wear.

Dress Limited by Share Ltd (hereinafter referred to as "Taiping bird") "to the sea" gold rush.

In New York

Above, the two series of "MEN" and "WOMEN" appeared on the Pacific bird.

In recent years, the pace of Taiping bird's overseas layout has never stopped, and the continuous decline of sales volume is probably the real reason why Taiping bird "go to sea".

The industry believes that the Taiping bird to accelerate the "sea" pace is through internationalization to boost overall sales growth.

However, "going to sea" is not easy. After the pformation of young and new retail layout, Taiping bird still faces difficulties in the market and channels. Whether the brand can deliver a beautiful answer on the international stage is still unknown.

New York Fashion Week

The Pacific bird is accelerating its overseas layout.

Taiping bird joined Alibaba's electronic business platform Tmall. It was officially unveiled in New York for the first time in the international market.

It is reported that Peacebird Men and Peacebird Women of Taiping bird join hands in the battle of New York fashion week China Japan, with the concept of "new student doctrine" as the main concept, and interpret the street fashion in the 80s and 90s of the last century.

Besides, Lining, independent designer CHEN PENG and Edison Chan's personal brand CLOT are also appearing on this New York fashion Sunday cat China day.

As a matter of fact, a domestic brand has to pay a high cost and a price to separate itself from the world famous fashion week. The Taiping bird said that although the pace of the company's internationalization strategy has never stopped, Taiping has always believed that the opportunity to compete in the international market is not ripe.

However, Zhang Jiangping, chairman of Taiping bird, once said: "Taiping bird has been deploying the international market, and the future Pacific bird must be a multinational company."

Statistics show that as a multi brand fashion apparel company, Taiping bird owns five major brands. Its core brands are Peacebird Woman and Peacebird Men, new brand Lok Ting Ledin, children's wear Mini Peace, and original brand Material Girl and Amazing Peace, forming a multi-year, whole class fashion dress brand echelon.

Some industry analysts said that the performance of Taiping bird clothing has come to an inflection point, and the marginal competitive advantage will continue to improve in the next three years.

International layout

In fact, the ambitions of Pacific birds have long existed.

It is understood that Taiping bird is the first domestic brand to cooperate with the top international super models.

At the same time, many international famous models have been invited over the years, such as the image models of Taiping bird dress 2017, including international supermodel Natalie Westling, Molly Bair, Katherine Moore, Hollie May Saker, Mae Lapres, Wang Xinyu, He Cong, Ju Xiaowen and so on.

In addition, on the product, Taiping bird and Pepsi, Holland designer Mikey Wormack, French designer Coralie Marabelle and Hongkong independent designer brand GROUND ZERO have cross-border and joint cooperation.

At the same time, in the Pacific bird, Zhang Jiangping has been intending to layout internationalization.

On the brand matrix, Taiping bird incubated the "Mini Peace" brand, the Taiping bird Menswear, and the women's clothing brand Taiping bird clothing and music department.

Before the debut of "New York fashion Sunday cat China day", with the flow and influence of last year's "double 11" period, Taiping bird launched a small "sea trial" test. Based on Ali's data and technical support, Taiping bird appeared in the form of flash shop.

Geographically, Taiping tries to use Southeast Asia as an entry.

In recent years, the Pacific bird supply chain system is gradually moving to Southeast Asia.

In addition, since 2013, Taiping bird has tried to prepare for expanding its overseas market by signing international brand management rights and overseas shares.

In 2013, Taiping bird gained the right to operate the Material Girl brand in Greater China, the brand facing the "95 after" young people.

In 2015, Taiping bird joined the French ALEXIS MABILLE, to gain more international operation experience, improve product design and promote brand globalization.

Since then, during the "double 11" period in 2017, Taiping bird had taken Tmall's "double 11" sea going plan, and the PEACEBIRD brand flash shop appeared.

It is understood that compared to the past 20 years of precipitation in the clothing industry, Taiping bird's overseas campaign has just begun.

In recent years, the pformation of Taiping bird has also given the brand the courage and confidence to take the next step.

Besides, the new electricity retailer is also helping the Taiping bird "go to sea".

Zhang Jiangping once admitted that the evaluation of Chinese brands in foreign markets is not so optimistic, and because of different cultures, markets and people, the difficulties are also concrete.

The use of big data can help enterprises accurately understand and understand target users, and lay a solid foundation for effective marketing. But after expanding into overseas markets, the acquisition and application of big data become a major problem, and channel selection is also one of the difficult problems.

"Going to sea" must make certain adjustments to localize. Only by adapting to local needs and characteristics can we have the possibility of success.

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Performance doldrums to be solved

It is worth mentioning that the rapid internationalization layout of Taiping bird is difficult to conceal its low performance.

Data show that the performance of Taiping bird listed at the beginning of 2017 does not seem to be optimistic.

The results of the first three quarters of 2017 released by Taiping bird show that the company achieved operating income of 4 billion 313 million yuan during the reporting period, an increase of 9.73% compared with the same period last year, achieving a net profit of 170 million yuan, down 28.73% from the same period last year.

Clothing industry analyst Cheng Weixiong, general manager of Shanghai Liang Qi Brand Management Co., Ltd. believes that Taiping bird accelerates the "sea going" step, hoping to boost the overall sales growth through internationalization. However, many domestic clothing brands seek to go out to sea as a supplement to the overall planning. At present, there is no way to achieve the goal of improving the performance through the international layout.

In 2016, Taiping bird achieved a business income of 6 billion 320 million yuan, an increase of 7.06% over the same period last year, and the net profit attributable to its parent company was 428 million yuan, down 20.22% from the previous year.

The bird said that the decline in net profit was mainly due to the slowdown in macroeconomic and industry growth, changes in retail channels, and less than expected sales of PEACEBIRD women's wear brands.

In the 2018 performance forecast, the performance of Taiping bird rebounded.

The announcement shows that after preliminary calculations by the financial department, Taiping bird expects net profit in 2017 to rise 10.73% to 473 million yuan over the same period, and business income is expected to increase by 20 million yuan over the previous fiscal year.

Garment industry analyst Ma Gang said that the domestic clothing brand "going to sea" itself has some difficulties, which needs long-term accumulation, and goods and marketing need to be localized.

"People at home and abroad have large differences in body shape and consumption habits, which requires that the design and sale of goods must conform to the actual situation of the locals. This involves the fact that enterprises need to pay higher costs, and foreign brands are also facing the same problem when they enter the country.

Many domestic clothing brands, such as Lining and Bosideng, have opened shops abroad, and the internationalization of brands is a need for many enterprises to explore.

Ma Gang said.

Cheng Weixiong believes that domestic brands will face the problem of product reputation first in the international market.

In the international market, the reputation of Chinese brand products does not have an advantage. The core factor is the cultural gene.

From the perspective of products, from the aspect of style, quality and cost performance, most of China is still popular brand, and its personality brand is weak and product homogeneity is serious. This leads to more competition in Chinese brands in the world.

In addition, the lack of experience in global experience and global layout of Chinese brands has no advantage over the long - term international market in Europe and the United States.

Different laws and regulations and market control will also become an important challenge for Chinese brands to "go to sea".

"The current product R & D system is relatively unitary, and has not reached the global coverage of every area in the world, and the supply chain is also a closed loop, which has not reached global procurement."

Cheng Weixiong said that now many enterprises seek global layout is "big thunder, little rain", and foreign layout is only a "point".

The first thing we need to do is start from home and do well in the differentiation of every region in China, and then extend to the whole world.

In addition, it is still weak in light luxury products, and should play an important role in popularized brands.

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