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Taiping Bird's net profit fell 35% in the first quarter

Posté le 4/7/2019 à 11:40 - 0 Commentaires - poster un commentaire - Lien

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“Achieving ‘the preferred brand of the new generation of Chinese fashion’ by 2030.” The vision of the Taiping Bird is indeed quite a vision.

After all, it is a dream of 2030.

In the first quarter of 2019, the net profit of Taiping Bird fell by 35%.

At the same time, the store expansion was not as expected.

At the beginning of 2018, Taiping Bird said that it would expand about 600 stores in the same year.

However, by the end of 2018, the total number of Taiping Bird stores was 4,594, an increase of only 343 compared with the beginning of the year.

In addition, in the first quarter, Taiping Bird set about implementing the store closing strategy, with 86 net stores and 4,508 existing offline stores.

In this regard, "Changjiang Business Daily" reporter Jiang Chuya and book music exchanges, the poor road thought:

For the clothing brand, there has always been the problem of “aging” with its own customers, especially the fashion style brand.

While Taiping Bird tried to make IP derivatives through joint other cross-border brands, and thus maintain the "youth appeal" to potential customers, it was simply grafted, so that it lost its way.

Interestingly, Changjiang Business Daily reporters found that Taiping Bird is one of the companies with the highest amount of “government subsidies” among listed companies in the apparel industry.

According to the annual report Promo Codes of the Taiping Bird, it has been found that in recent years, the proportion of government subsidies in the company’s net profit has increased from 7.83% in 2014 to about 32% in 2018.

However, in the view of the poor roads, the economic downturn of the peacebirds has made the government subsidies that have always existed more prominent. Lack of eye-catching performance, after the government subsidy reaches a certain high level, it will naturally fall back.

For the Taiping Bird, the most important problem is the break, especially in the state where the terminal sales are cold and the store is not as expected.

The path of breakout is not difficult to find, and it is still an old saying like rejuvenation and branding.

But for the Peacebird, under the squeezing of the huge online and offline clothing brands, to achieve this goal, the core is to make their products have an impressive "personalization."

For the Taiping Bird, the recent trend of closing the store is inevitable. After all, under the premise of more dense coverage of e-commerce and express delivery, the huge offline store channel built according to the traditional mode has become less and less important.


Jordan Sports said it will open the "brand remodeling program"

Posté le 20/6/2019 à 10:29 - 0 Commentaires - poster un commentaire - Lien

On June 19th, Jordan Sports announced through official channels that Lin Youxun, senior director of the Brand Management Center, said in an interview that if the Jordan's dryness introduced last year is a major attempt to approach the young people market, then the next "brand" Reinventing the program will be Vouchers a major move near the next generation of consumer groups.

In this regard, Lin Youxun also pointed out that product promotion is the focus of this year's communication, so there will be a different model than before. For product promotion, we will spread the story behind the story, inspiration, technology platform, etc., so that all resources are more focused and the products are more three-dimensional. Of course, through the spread of the brand, how to drive the sales of the overall product and consumer word of mouth is also a focus of our attention.

In addition to the projects that have ended, the ongoing communication is the 3×3 Golden League. The next step is mainly the spread of marathon events, such as Yinchuan, Lanzhou, etc., Da Xiahui, product spokesperson signing, Beijing Fashion Week, etc...

For the question "What strategy will Jordan Sports achieve in the future with the goal of achieving tens of billions?", Lin Youxun said that in the later period, the brand will also open the "brand remodeling plan" to spread the more powerful Slogan and brand spirit. In addition, in addition to the choice of category spokesperson, the choice of the entire brand spokesperson will also be put on the agenda.


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