太平鸟发布全新品牌定位 开启“悦享品质时尚”新篇章

Core Viewpoint - The event "Brand Towards Quality: Leading the Future" hosted by China Advertising Union and Taiping Bird focuses on high-quality development in the fashion industry, emphasizing the new brand narrative of "Enjoy Quality Fashion" to expand the understanding of brand construction [1] Group 1: Brand Strategy - Taiping Bird's chairman, Zhang Jiangping, highlighted that consumers are seeking sustainable fashion that combines quality and style, which is both a market trend and a driving force for brand reconstruction [1] - The company aims to create a multi-scenario quality dressing solution for the new generation of middle-class consumers, enhancing their quality of life and personal expression [1] Group 2: Product Innovation - Taiping Bird is pushing for brand upgrades through four dimensions: product innovation, channel reconstruction, technological empowerment, and digital transformation [1] - The product matrix will be optimized based on four core scenarios, integrating a philosophy of high-end simplicity with the brand's proactive spirit to achieve a comprehensive upgrade in craftsmanship, product value, and fashion expression [2] Group 3: Channel Development - The company will focus on flagship stores as the core of its channel strategy, exploring new store models that organically combine men's and women's apparel, and enhancing the layout of single-brand stores to improve brand influence and consumer reach [2] Group 4: Industrial Upgrade - Taiping Bird is set to establish a global fashion research and development center and an excellence technology center, aiming to implement a lean production model through a fully digitalized system from development to production delivery [2] - The global fashion R&D center will integrate resources for material development, creative design, and digital platforms, potentially becoming a new industrial hub for regional economic influence [2] Group 5: Digital Transformation - The company plans to accelerate the construction of a consumer-centric intelligent operation system, connecting the digital backend from R&D to marketing to enhance efficiency and precision in operations, thereby providing a new engine for core competitive strength [2]