Taiping Bird Crossed Borders And Hungry Frequently Launched "Taiping Restaurant" Series

Following the launch of the joint venture of Phoenix bike and hi tea, Taiping bird launched a joint venture with hungry. Recently, the Beijing Commercial Daily reporter visited that part of the Taiping bird shop began selling and hungry cross-border joint series "Taiping restaurant", including coats, sweaters, trousers and so on. At the same time, the joint series is now on trial platform for starving, and can find relevant stores in hungry search for "Taiping bird dress". According to the insiders, the frequent crossover of Taiping birds will leave a confused impression on the outside world. Brands can not cross the border for cross-border purposes. Joint crossover can only be used as an embellishment of performance development. What Taiping bird wants to do is to do well in commodity planning and fine management of stores according to its own positioning.

"Holding hands" hungry?

Recently, the reporter interviewed found that some Taiping bird shops launched a series of "Taiping restaurant" with the hungry costumes. The main products include coats, T-Shirts, sweaters, shirts, trousers and so on, priced at 399-1299 yuan.

Reporters at Taiping bird store saw that the "Taiping restaurant" series was displayed on a separate hanger, and the number of products was not large. Taiping bird shop assistant said that the joint series will be limited to the stores in Beijing, and all the goods sold in the store will be suspended, and the related activities will be stopped after the sale is completed.

However, consumers' interest in the joint venture is not high. In the nearly one hour session visited by the Beijing Commercial Daily, Taiping bird store has a relatively large volume of traffic, but no consumers have asked or tried to wear "Taiping restaurant" clothing series. The shop assistant of Taiping bird store said that the joint name was new several days ago, but occasionally some tide people would take the initiative to ask or buy joint products, so the sales volume is not large at present.

In the social platform, the discussion about the "Taiping restaurant" series is not very hot. Some netizens are skeptical about the design of the joint series, and some netizens said, "this year there are a lot of crossover, some are a little bit interesting, some are being applied mechanically."

In this regard, economist Song Qinghui said that Taiping bird promoted the name of the company is for sale considerations, the purpose is to get part of the users of the joint brand, to maximize the benefits.

After searching for the "Taiping bird dress", the reporter saw that there were 15 shops that could be searched. Only a few hungry shops sold joint clothing. Most of the shops showed the routine products of Taiping bird clothing. Meanwhile, the "Taiping restaurant" series has not been sold in Tmall and other e-commerce channels.

In this regard, Cheng Weixiong, general manager of textile clothing management experts and Shanghai Liang Qi Brand Management Co., Ltd., said that channel cooperation has particularity, focus and exclusiveness. Today, with the flow of platform traffic rampant, Taiping bird makes use of the exclusiveness of private platform of hungry platform, which is more conducive to the precise consumption of users.

　　 Joint chaos

This is not the first time that Taiping bird has launched a joint product. Since its authorized cooperation with Disney in 2015, Taiping has gone on a joint tour with the major IP brands. Up to now, Taiping bird has joined Snoopy, dragon ball, hi tea, Alipay, lion king and other brands and IP respectively.

In the early stage of trying to cross border joint names, Taiping bird was more inclined to cooperate with animation IP. After joint Disney, Snoopy, dragon ball and other animated IP, Taiping began to try to link up with all kinds of brands. Public data show that in 2018, Taiping bird launched about 10 joint products, including Phoenix Bicycle, Godzilla, playboy, Coca-Cola, Pepsi Cola, Procter & Gamble, Han fire and so on.

Among them, Coca-Cola jointly limited 200 pieces, sold out on the pre-sale day. But the joint venture between Taiping bird and P & G was commented by netizens that "not all products are suitable for joint name".

The industry believes that the joint name can inject more fashionable elements into the brand, enhance brand image and attention, and create a sense of scarcity. Song Qinghui also pointed out that too much crossover in the early days of Taiping birds will create a chaotic impression on consumers, which will bring negative effects on brand reputation.

In this regard, Cheng Weixiong believes that the cross-border joint name is not much, but in terms of the degree of integration between the fine and the brand. We need to dig deeper into the commonalities and differences of cross-border brand names in fashion, life, fashion, culture and spirit. "Taiping bird seems to cooperate with many brands and IP, but it is not strong enough to be associated with Taiping bird brand.

Cheng Weixiong further pointed out that the Taiping bird also needs to discriminate the brand and industry of cross border joint names. It can not cross the border for cross-border purposes. It needs the positioning of the brand itself and the lifestyle, habits and brand totem demands of the users.

Regarding this, the reporter contacted the Taiping bird responsible person by mail form, but at the end of the press release, did not receive the reply.

Where will the future fly?

In fact, the cross-border joint name is the Pacific bird's mitigation of brand aging. In 2015, in order to cope with market competition and industry downturn, Taiping tried to organize music festivals, launched joint products, participated in various international fashion fairs, held brand fashion conferences, transformed into younger ones, and went public in January 2017.

After transformation, the performance of Taiping bird continued to rise and reached its peak in 2018. According to the annual report, in 2018, Taiping bird achieved a business income of 7 billion 712 million yuan, an increase of 7.98% over the same period last year, and realized a net profit of 560 million yuan, an increase of 23.73% over the same period last year. At the same time, public data showed that in 2018, "double 11", the ultimate achievement of Taiping bird was 818 million yuan, and the IP of Taiping bird clothing brand was 10.

Although the joint bird had tasted some sweetness for the Taiping birds, the Taiping bird suffered a performance in Waterloo in the first half of 2019. According to the financial report, in the first half of 2019, as the number of Direct stores increased and the investment in brand marketing increased, the cost of leasing, salesmen's remuneration, advertising and publicity increased. Taiping realized 3 billion 120 million yuan of business income, a decrease of 1.54% compared with the same period last year. Net profit attributable to shareholders of listed companies was 132 million yuan, down 33.06% compared to the same period last year.

In order to reverse the declining trend of performance, Taiping bird has announced that in September this year, the theme of "GAME ON" is on the New York fashion week and Paris fashion week.

Cheng Weixiong pointed out that following the hot spots and trends, Taiping bird also needs to study consumers according to their location, and do well in commodity planning, product development, supply chain mode, ordering mode, store development and management refinement for users with uncertain consumption.

Song Qinghui believes that such a performance change has a lot to do with the frequent launch of joint clothing. It has just started to benefit from the scale effect of joint products, and net profit and revenue have increased significantly. However, with the fatigue of consumers, the consumption ability gradually decreases, resulting in a decline in their revenues and net profits. Cheng Weixiong said the cross-border joint name is only an ornament of operation. Taiping bird needs more direct operation of stores and franchised stores.