Pacific Bird Marketing Communication: Young People, Drink A Bowl Of Black Chicken Soup

The 20th Anniversary Theme of "Taiping bird" is "encouragement", and the arrangement of goods is also centered on the expression of lifestyle of young people.

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).

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 Pacific bird business, introduced this time.

20th anniversary, celebrating marketing activities can be divided into three stages in terms of content promotion.

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.

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 steadfast, with 20 years of deep plowing clothing retail heart, start 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 Taiping bird fashion Limited by Share Ltd cumulative retail sales reached 9 billion, an increase of over 16%, an annual sales of 28 million 530 thousand pieces.

It is equivalent to 1.8 pieces sold per second.

As of December 31, 2015, the whole country

Up to 9940 people.

　　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”，MATIERAL GIRL“我不潮，我怂”，Mini Peace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。

At present, Taiping bird fashion apparel owns PEACEBIRD menswear and two main brands of PEACEBIRD women's wear, including children's wear Mini Peace, maiden brand Lok Ting, light luxury men's AMAZING PEACE, and American street style women's wear brand MATERIAL GIRL, which has recently become a French high definition brand Alexis Mabille, extending to high-end apparel route.