The New Development Way of the Peacebirds E-Commercial Era

With the development of the Internet and electronic technology, e-commerce is gradually growing, and the future development path is very broad.

More and more people have begun to accept the fact that the Internet is becoming the largest gold mine in this century.

One of the reasons is that under the joint efforts of e-commerce companies, today's "Double 11" is no longer a simple single men and women party, it has become a special social symbol, marking the online and offline national shopping festival. According to Alibaba’s latest official data, Tmall and Taobao’s total sales through Alipay reached RMB 19.1 billion this year, which is more than three times that of last year. This figure not only set a new record for China's retail industry, but also significantly surpassed the industry's highest record set by US e-commerce last year.

At the same time, the arrival of such a golden era of e-commerce has long affected the whole society's lifestyle and penetrated into all aspects of the real economy. Some people even say that if you have an electricity supplier, you can get the world. Although there is currently no strong data to support this statement, one of the important facts that we cannot ignore is that under the trend of the times, a company that does not have "touch nets" is likely to fall into a very passive situation.

As a very early e-commerce company in China, Taiping Bird’s online trading platform—Magic Wind—has no doubt caught up with the rapid development of e-commerce. It is reported that Taiping Bird’s online sales in 2011 reached 170 million yuan. Currently, the monthly sales of the Taiping bird at Tmall Mall are maintained at about 20 million yuan, almost equal to the one-year sales of a single store offline.

Peacebirds are continuing to write "The Peacebird Mode" legend on the line.

Unique and fast fashion and electricity supplier hit it off

In 2010, for the first time participating in the e-commerce "Double 11" celebration, the magical fashion of the Taipingbird broke through 8 million yuan on a single day and became an out-of-the-box dark horse. In 2011, the "Double 11", the ready-made magic fashion created a myth sale of 51.68 million yuan. The overall economic environment is not favored this year, magic fashion in the "double 11" brand melee in the highlights, with 76 million yuan in sales to refresh the historical record.

Obviously, Taiping Bird, which has always been a leading figure, has a mastery of the Internet as a new market. Thanks to the transformation and upgrading during the financial turmoil in 2007, Taiping Bird’s creative, strong branding and unique innovative fast fashion development path quickly established its unique position in the domestic garment industry. At the same time, Peacebird firmly believes that fast fashion is also an important path for e-commerce fashion apparel companies to grow and develop. "The essence of fast fashion is to obtain maximum profits through design and marketing in speed." Taiping Bird believes that fast and change is the key to the success of the fast fashion apparel industry and e-commerce.

Streamlining all departments that can be streamlined, highlighting the two major functions of design and marketing, the Peacebirds easily grasped the ends of the smile curve, turned crisis into opportunities during the financial crisis, and quickly opened up the Blue Ocean in the domestic garment industry with fast fashion. Especially after setting up the magical fashion on the online B2C platform, the Peacebirds realized that the e-commerce based on customer experience is actually a concentrated expression of the fast fashion model. “In this way, online and offline channels are just differences in channels.” Different from domestic counterparts, which mostly use e-commerce as a supplemental development, the momentum is more than sufficient, and momentum is insufficient. Taiping bird grasps from the source, and develops online and offline simultaneously, and inadvertently becomes A model of the "two legs" of healthy operation of domestic garment enterprises.

"E-commerce is not only an emerging sales channel complementary to the entity, but more importantly, through the analysis of e-commerce data, it can allow enterprises to accumulate more after-sales service, follow-up product development, etc. It is also an innovation in development model. Compatible with them.” The magical fashion has made Taiping even more unexpected achievements. Online has a unique advantage in the investigation of user interest and the collection of customer feedback information, while the fast fashion development model requires apparel companies to track market conditions in real time and anticipate changes in customer demand. Respond quickly to customer requests and e-commerce achieves this goal for companies at a low cost.

Intensive cultivation of brand culture to change the industry development track

"Compared with traditional sales, customer sales, group and other statistics are more accurate, and the peer-to-peer characteristics of marketing are more obvious and the response is particularly noticeable. At the same time, it also imposes higher requirements on the execution of operators." The person in charge of the business told the reporter that as one of the earliest e-commerce platforms in China, the development of the magic fashion has experienced a long period of intensive cultivation.

In the early days of e-commerce, chaos, such as price scrambling and quality confusion, once caused brand apparel to “strange” online, and it was difficult for companies to do or not. The strategy of the beginning of the Taiping bird is that the online brand "Magic Fashion" sells synchronously with the full range of brands under the line, taking the eye of the brand's differentiation. At the same time, focusing on the creativity of the design of the page, etc., strive to conquer the audience on the senses. "In fact, there is an intuitive advantage on the line. Our brand culture can not only be displayed through the product, but also through the details of services, page texts and other details. The network maximizes our brand culture." He said. For any apparel company that wants to enter the e-commerce field, the most important thing is to cultivate its own brand culture first.

Therefore, in the design of apparel products, Taiping Bird added more cultural elements of the Internet era to the online brand “magic fashion”. “The magic fashion design team may be the widest and fastest-looking among the Taiping Birds.” The person in charge of magic fashion has been stressing that the core of any design is derived from the understanding and pursuit of people’s inner life in this era. Cultural display. In the Internet age, culture is scarce but it is craving for it. Any company should shoulder the responsibility of spreading excellent culture.

People as a carrier of communication, magic fashion has always been concerned about the quality of staff and other aspects of the work. This year, after the scale of customer service shopping guides was increased from last year's sixty to nearly three hundred, magical fashion has particularly adjusted the structure of employees’ knowledge level. In October of this year, the magical fashion of the Peacebirds reached a school-enterprise cooperation with Zhejiang Textile Institute, the most professional textile institution in Zhejiang Province. In conjunction with diversified training such as corporate culture, more than 240 student customer services were meticulously nurtured. "This group of students has been the only one and served as the main force of the electronic shopping guide during the 'Double 11' period. The online shopping customers who bought the Taiping Bird clothing passed on the first time the customer-oriented corporate culture of Peacebird."

"Compared to sales, in fact, electricity suppliers pay more attention to the satisfaction of customers. 'Double 11' is a good opportunity to test the magical fashion online store operations, customer service communication, storage and logistics and many other comprehensive levels, of course, also Tested the ability of teamwork." Magic fashion responsible person said that in order to further optimize the service, magical fashion awareness of logistics and distribution is also the key to customer experience. “Unhappiness can not be fashionable.” The magic fashion this year has undergone a “transition upgrade” of the warehouse delivery system, using a leading technology WMS warehouse delivery system, greatly speeding up the delivery of goods.

If the magic fashion brand was created in 2007, the Taiping bird is just a small test chopper that will extend online trading as a fashion and creative industry. Nowadays, in the independent operation of Ningbo Creative's top gathering place, Hefeng Creative Square, more than 200 employees have meticulously worked hard to weave their dreams. Magical fashion has become an important battleground for Taiping's overall export brand culture.

The Fashion Industry E-business Development under the Mode of Peace Bird

"Peaceful bird is a rare example of corporate development both online and offline." Insiders commented that Taiping Bird, which has long been known for its fast fashion and united economy, is likely to establish a new paradigm in the online shopping era of apparel companies.

As we all know, an important factor that plagues the growth of online shopping platforms for garment companies is how to balance the conflict between the huge number of physical stores. It is widely believed that once the price of online shopping products is lower than that of physical stores, the sales of physical stores will be affected. Therefore, the dilemma is the real situation faced by apparel companies when they are involved in online shopping.

It seems that in the start-up period of the magic fashion brand in 2007, the Taiping bird foresaw such a problem and buried the solution from the beginning. Unlike other companies that only used online as an inventory processing channel at the time, the magical fashion was operated independently, staggering the price war, and winning with the brand. Committed to becoming a leader in domestic brand fashion online retail, Magic Fashion will position itself as an online integration platform for Taiping Bird brand apparel group. Through better collocation display and more discounts, consumers can be convenient, fast, and stay at home. You can enjoy stylish high quality clothing.

Therefore, the thinking and practice of Taiping bird tends to form a three-dimensional channel model, through the reasonable ratio of goods, differentiate the functions of online and offline channels, and differentiate their prices and commodities. "Internet marketing should focus more on branding. Now that there are so many products in Taobao, the competition is very fierce. If the brand is not well-known, it will soon be overwhelmed." To pull online transactions under the brand effect of the offline, Taiping bird firmly believes that online and online As an important complement to these two important approaches, we can develop innovative models for online businesses.

The data provided by e-commerce shows that clothing category accounts for 40% of the e-commerce retail share, which is almost half of the industry. This year, those clothing companies whose exports are cold have seen hope in the development of the e-commerce channel in the front line and have found a new road to break through. “The feasibility of transforming traditional apparel companies into online channels is fully recognized. The next step is how to enter the e-commerce steadily, and then seek more far-reaching and steady development. The Taiping bird model is a worthwhile choice.” As Professor Ma Qingping of the University of Nottingham Ningbo, China said , Peacebird used fast fashion and strong brand to reposition the new development path of the traditional clothing industry in the online shopping era.