Peacebirds listed, executives often visit ZARA factory

Zhejiang, which has amassed a casual apparel business, once again flew out a “Peaceful Bird”.

Ningbo Taiping Bird Fashion Co., Ltd. (hereinafter referred to as "Taiping Bird") officially landed on the Shanghai Stock Exchange on January 9th, with a daily limit at the opening.

Unlike the general public company's gong ceremony, Taiping has set up a show in the SSE. “I just wanted to let everyone see what the current Chinese apparel business is like,” said Zhang Jiangping, president of Taiping Bird.

Zhang Jiangping, who enjoys the joy of listing, has frequently embraced his senior management team for two days. China's clothing market is highly competitive and ranks among the top in the world. Taiping has made several changes since its establishment.

The company has done 20 years, Zhang Jiangping summed up the experience is that clothing brands will age. Consumers who purchased the company's products are growing, changing, and leaving. Therefore, in order to keep up with the trend of the times, brand transformation is inevitable. "Transform at least once in five years, understand your audience, and grab your customers."

Looking back at the development of the Taiping bird, like its counterparts in Ningbo, Shanshan and Youngor, the Taiping bird that was founded in the late 1990s was originally started as a men's suit.

"While there was fashion in the beginning, it was men's shirts." Zhang Jiangping recalled that by the year 2000 it began to sell business men's clothes, and women's business started formally in 2001. After five or six years of business men's clothing, it was again Began to switch to casual men's wear, and later joined the girl brand...

At present, it seems that each timely change and adjustment has made Zhang Jiangping and his company successfully seize the market's wind direction.

According to a report from Euromonitor Consulting, the company ranked fifth overall in China's mid-range casual wear market in 2014, with a market share (in terms of terminal retail sales) of 3.5%. The company ranked sixth in China's 2014 women's and men's mid-range casual wear market. In the entire industry, there are five companies in the top ten women's and men's mid-range casual wear market. In addition to Taiping Bird, the rest are internationally renowned clothing giants.

Another available reference is the company’s performance in the past three years. According to its prospectus, in 2013, 2014 and 2015, the company’s operating income was 3.83 billion yuan, 5 billion yuan and 5.9 billion yuan respectively, and the average annual compound growth rate was 24.13% in three years; net of 2013, 2014 and 2015 The profits were 210 million yuan, 430 million yuan, and 530 million yuan respectively, and the average annual compound growth rate was 59.00%. During this period, many apparel companies are in a state of double-draw or even loss of net profit.

According to Cheng Weixiong, a senior observer of the clothing industry and general manager of Shanghai Liangqi Brand Management Co., Ltd., the development of the Taiping bird in recent years is still a success, mainly due to the fact that he has grasped the trend of consumer upgrades, and has not gone with the masses to do some public or low work. Quality products, but do medium fashion apparel. In addition, Cheng Weixiong also disclosed to the First Financial reporter that the rising bird has absorbed many talents. For example, many Midland high-level talents had jumped to Taiping Bird. Currently, the CEO of Peacebird is Ou Limin.

Zhang Jiangping is satisfied with the current positioning of Taiping bird: enough tide. His benchmarking company is ZARA. An employee of the company disclosed that the Peking bird visits ZARA's factory in Spain every year. "To do fashion, we must go ahead." He revealed that the company currently has a design team with more than 500 people. As a result, the company has strong research and innovation capabilities.

Currently, Taiping Bird develops more than 8,000 new products each year on the market, enabling the company's brand to promote the rhythm of high-frequency product listings, ensuring that the retail stores last time every 1 to 2 weeks, and maintaining the high freshness and fashion of the store's merchandise. Zhang Jiangping told reporters that at present, the Taiping Bird adopts a mode of operation with a small amount of money. “We don't pay 100% for orders from factories, and generally only book 60%~70%. Selling is not good, and the rest of the fabrics are used separately. If you do well, add production immediately."

It is worth mentioning that, although it started at the line, but the electricity supplier is Zhang Jiangping extremely valued. This reporter learned that the Taiping bird "touch the net" earlier, began to do e-commerce in 2008, the company's e-commerce business currently accounts for 15.42% of the company's brand apparel revenue. "This year will be about 20%. In the next five years, it will be 40%." In Zhang Jiangping's view, physical clothing brands do e-commerce is a general trend and there are huge advantages. "Do you see this year's double 11 sales rankings? Of the ten, the vast majority are the original offline brands."