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太平鸟服饰20周年如何逆袭?全面迎来“融时代”

时间:2016/5/23 15:37:00  来源:世界服装鞋帽网 点击:

  TAIPINGNIAOFUSHI20ZHOUNIAN:QUANMIANYINGLAI“RONGSHIDAI”

  在充满连接和交互的融品牌时代,如何做好零售业的加法?太平鸟,这家时尚服饰品牌零售商在其“融 · 太平鸟20周年媒体发布会”上交出答卷:以消费者为中心,与消费者进行交互,在产品、渠道和营销上进行全线迭代。“太平鸟拥有完善的产品梯度,旗下拥有面向25-35年龄的白领时尚服饰品牌太平鸟女装和太平鸟男装,‘甜美、优雅、活力’的少女装品牌乐町,美式街头少女风的MATERIAL GIRL和时尚可爱的童装Mini peace以及轻奢男装AMAZING PEACE。多品牌运作,融入更多消费者,融入更多时尚生活场景,融入更多时尚解决方案。犹如青年弱冠,更加开放地步入社会,来服务于我们的行业、门店和消费者”。太平鸟集团、宁波太平鸟时尚服饰股份有限公司董事长张江平如是说。

  CHANPINDERONGSHIDAI:NISHENGZHANG,RONGRUXINSHENGXIAOFEIQUN

大赢家配资股票  RUHEWANCHENGXIAOFEIZHEDEGENGDIE,DAPOXINXIAOFEIQUNTIDUIPINPAIDEGUYOUYINXIANG?TAIPINGNIAOYONG“NISHENGZHANG”SANGEZILAIXINGRONGZHEIYIZHUANBIAN:CONGCHANPINDESHEJIYANFA、SHANGPINQIHUA,DAOCAIYONGROUXINGGONGYINGLIANDEFANGSHI,YIXIAODINGCHAN,JIANGSHEJIKAIFARONGRUNIANQINGRENDEHUODONGCHANGJING。

  TAIPINGNIAOGENGJIAGUANZHUNIANQINGRENDECHAOLIUHUATI,JINNIAN6YUEFEN,SHANGHAIDISINIJIANGZHENGSHIKAIYE,TAIPINGNIAOHEDISINISHOUQUANHEZUOXILIE,ZAICHONGJICHUANGYIXINGAODUDETONGSHIYOUXIYINZHEYUANBENSHUYUBUTONGZHENYINGDEZHICHIZHE。TAIPINGNIAOJIANGDisneyDEDNADAIJIREAISHISHANGDEXIAOFEIZHE,BINGQINGLAISHIZHUANGCHUANGYIRENHANHUOHUOCANYUSHEJIBINGQINSHENYANYI,ZHEISHIHANHUOHUOSHOUCIQINSHENCANYUDAOYIKUANYIFUDESHEJIDANGZHONG。ZHISUOYIXUANZEYUDisneyJINXINGKUAJIEHEZUO,TAIPINGNIAOFANGMIANBIAOSHI,YIFANGMIANSHENRURENXINDEDISINIXINGXIANG,KEYIHUANQIHENDUOXIAOFEIZHEERSHIDEJIYI;GENGZHONGYAODESHIJIESHI,配资公司 DISINIDEYIXIEYANSHENGCHANPINYOUJIANGDADAOYIGEXIAOFEIREDIAN,CICIKUAJIEHEZUOKUANSHUNLIDADAOLEBIANJIEKUODAHUA,XIYINGENGDUOBUTONGGEXINGHEXIAOFEIPINWEIDEXIAOFEIZHE。

  CIWAITAIPINGNIAOJIANCHISHISHANGDNA,HEGENGDUOGUOJISHISHANGZIYUANHEZUO,CHULECANGUFAGUOGAOJIDINGZHIPINPAIAlexis Mabille,ZAIJIJIANGTUICHUDE2016QIUDONGXILIEZHONG,TAIPINGNIAONANZHUANGHEZHUMINGHUAYISHIThierry BoutemyHEZUO,TONGGUOTADUTEDEKONGJIANSHIJIAO,QUANSHICHUFUZHUANGYIZHONGGENGJIAJIANDAN、ZIRANDEZHUANGTAI,FUYUFUZHUANGYIZHONGXINDESHENGMING。Thierry BoutemyCENGYULanvin、Dries Van NotenHEViktor&Rolf、DiorDENGZHIMINGSHEJISHIYIJIPINPAIHEZUO。

  QUDAODERONGSHIDAI:LINGSHICHASHISHANGFANYING,ZHULIZHONGDUANXINGSHIDETANSUO

大赢家配资股票  JIEZHI2015NIANDI,TAIPINGNIAODEXIANXIAMENDIANSHULIANGDA3,794JIA,YINGXIAOWANGLUOFUGAI31GESHENGSHIZIZHIQU,ZHONGDUANXINGTAIHANGAIJIEDIAN、BAIHUODIAN、GOUWUZHONGXINDENGGELEILINGSHOUYETAI,XINGCHENGDIANSHANG、CHENGSHIZONGHETI、JIEDIAN、BAIHUOQUANFANGWEIDE“SILUNQUDONG”QUDAOYOUSHI。

  街店、百货店是服饰行业大赢家配资股票的传统销售渠道,2015年度太平鸟街店、百货店零售额持续增长,销售占比保持稳定;购物中心异军突起,太平鸟在商业零售业态发生较大变化之际,及时顺应此潮流,在购物中心开设门店实现的零售额从2012年的48,433万元增长至2015年的193,147万元,年均复合增长率为58.6%;太平鸟积极发展电商业务,2015年电商业务实现零售额11亿元,占品牌服饰总零售额的12%,2013至2015年均复合增长率为65%。

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  ZAI2015NIANSHUANGSHIYIDANGTIANQIXIAWUDAPINPAITUPO3.83YIYUANXIAOSHOUE,XIANGBI2014NIANSHUANGSHIYIDANRI2.6YIDECHENGJIAOE,TONGBIZENGZHANG47.3%,QIZHONGTAIPINGNIAONANZHUANGDANPINPAIDADAO1.94YIYUAN,24XIAOSHINEIGONGYOU70YUWANXIAOFEIZHECHENGWEITAIPINGNIAOYONGHU,PINGJUNMEIYIMIAOZHONGMAICHU14JIANYIFU,WUXIANDUANJIAOYIZHANBICHAOGUO80%。JUXITAIPINGNIAOZHENGSHISHUIKUAJINGDIANSHANG,XIANSHANGYEWUYIXIANXINGYIBUZOUCHUGUOMEN,WEILAICHONGMANXIANGXIANG。DIANSHANGFAZHANDEBEIHOUSHIHAOZI5YIDEGUONEISHOUGEFUZHUANGXINGYEWUXINGWULIUDEYOULIZHICHI,ZHEIGEGUONEIZUIXIANJINDEFUZHUANGWULIUJIDIZHENGZAIXIANGXINGYEZHANSHITADEMEILI,WEIXIANSHANGXIANXIADEKEHUTIYANDAIQUGENGRENXINGHUADEKEHUTIYAN。

大赢家配资股票  WEILAIDETAIPINGNIAOZHILIYUQUANQUDAODEDAZAO,XIANSHANGXIANXIATONGKUANTONGJIATONGBUFASHOU,RANGJIYUZHENSHIXIAOFEIZHESHUJUXINGCHENGDEYINGXIAOFANGAN,BANGZHUSHIXIANXINCHANPINSHENTOULVDETISHENG。TONGSHI,HOUTAIGONGYINGLIANJIEJUEFANGANBANGZHUSHIXIANZUIJIAJIAOFUTIYAN,ZUIDUANJIAOFULUJINGHEZUIYOUKUCUNGUANLI。

大赢家配资股票  TONGSHITAIPINGNIAOZHUAZHULINGSHOUBENYUAN,HAIJIANGZHILIYUZHULIZHONGDUANXINGSHIDETANSUO。JUXITAIPINGNIAOJIANGYUQUANQIUZUIDASHANGYEDICHANGONGSIWANDAJITUANXINGCHENGZHANLVEHEZUO,SHOUPIJIHEDIANJIANGZAIYOUZHIDEWANDAGUANGCHANGLUXUKAIYE。RUHEDAZAOZHEIXIEJIHEDIAN?ZHANGJIANGPINGSHUO:“HUIYIYIDINGDEGAINIANHEGEDIAOWEIZHUXIAN,TIAOXUANTAIPINGNIAOQIXIADUOGEPINPAIZHONGFUHEZHUTIDECHANPINXIAN,ZAITONGYIGEDIANPUJIZHONGZHANSHIHEXIAOSHOU,YIPINPAIJINGXUANHESHANGPINDAPEI,FANGBIANXIAOFEIZHEXUANGOU,YIGEXINGHUAFUWUMANZUXIAOFEIZHEXUQIU。ZHEIJIANGSHIJIHESHENGHUOCHAOLIUYUFUSHISHISHANGDEYIGEQUANXINDEWENHUAKONGJIAN。TAIPINGNIAOQIXIADUOPINPAIDEJUJI,YICIRANGWOMENDEJIHEDIANWEIMEIYIGEZHUIQIUSHISHANGDENIANQINGRENTIGONGGEXINGHUADESHISHANGJIEJUEFANGAN,RANGMEIGERENJINXIANGSHISHANGDELEQU”。

  YINGXIAODERONGSHIDAI:DAZAOYULEHUABIAOQIAN,CHUANGXINSHISHANGYULEHUADECHENGXIANFANGSHI

  随着80、90后已经成为消费主力,品牌主纷纷追随潮流、转换策略,向着娱乐化的商业“秀”场靠拢。这次太平鸟和年轻人进行更多的互动,从时尚界踏入了音乐界,让服装除了能看能穿,还能“听”。在“融 · 太平鸟20周年媒体发布会”上透露,未来将和阿里音乐、新浪娱乐等渠道开展一系列时尚娱乐化合作。

大赢家配资股票  ZAIFABUHUIXIANCHANG,HAIGONGBULEJIJIANGYAOTUICHUDETAIPINGNIAOZHUTIQU,PEACEBIRDDERONGSHIDAI,BUJINYIRUDEJIANG“XIN”RONGRU,JIANSHOU“RANGMEIGERENJINXIANGSHOUSHISHANGDELEQU”DECHUXIN,GENGJIANGYIKAIFANGBAORONGDEJINGSHEN,YISHISHANGDELIANJIEFANGSHI,YUSHEHUIGEJIEGONGXIANGSHISHANGDELEQU。JUTOULUALIYINLEBUJINHUICHENGWEITAIPINGNIAOZHUTIQUDESHOUFAPINGTAI,HAIJIANGWEITAIPINGNIAOTIGONGGEXINGHUADEDIANPUYINLEJIEJUEFANGAN,WEILAITAIPINGNIAOJIANGQUANXIANJIERUALIXINGQIUDEQUANYULEXITONG。

  ZHANGJIANGPINGSHUO:“ZAIFANYULEHUASHIDAI,SHISHANGHEYULEDEGUANXIMIBUKEFEN。SUIZHETAIPINGNIAOCHANPINWANCHENGXIAOFEIKEQUNNIANQINGHUADESHENGJI,WOMENZHEICIJIANGKUAJIEWANDAOYINLEQUAN,YAOQINGJINPAIZHIZUOMOYANLINJINXINGTAIPINGNIAOZHUTIQUCHUANGZUO”。“NENGRANGNIANQINGRENBADUIYINLEDEREQINGHESHISHANGJIEHE,YIZHEIZHONGXINSHIDEFANGSHILEJIEPINPAIDEXINPIN,JIANGFENGFUNIANQINGXIAOFEIQUNTIDUITAIPINGNIAOPINPAIDEJIEDU”。YIWEIXIANCHANGJIABINRUSHISHUO。


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