The Road to Brand Revival of Traditional Enterprise Taiping Bird

How to establish the company's brand culture and how to maintain the long-term vitality of the brand?

Wang, a teacher at Chaos University, learned an analysis and promotion model of brand culture.

The main contents are as follows:

Brand can be divided into three parts: conceptual power, creativity and connectivity. The following is a detailed description with pictures:

First, the conceptual power is what you want to present to the outside world, that is, what your brand culture advocates; The source of cultural proposition can be brand equity, consumer cultural trend and competitor representative culture;

Secondly, creativity is how to realize your own ideas. On the one hand, how to express the importance of brand marketing can include brand stories, logo symbols, TVC and so on. On the other hand, how to do it practically and creatively generally includes products, services and channels;

Third, connectivity is how to achieve extensive interaction with consumers, and it is best to form an operable and adjustable ecology.

It can be used not only as a method to build a company brand, but also as a brand analysis tool.

After collecting relevant information, it is found that the traditional clothing enterprise Taiping Bird is a typical successful case of brand rejuvenation. Combined with the brand upgrade model of this lesson, the following is a concrete analysis with the cultural power model.

First, the basic introduction of Taiping bird

Taiping Bird was founded in 1996, which has a very long history in China clothing industry, but it is still full of vitality. Especially after experiencing the blow of online e-commerce, we quickly adjusted our positioning, began to focus on rejuvenation, and made corresponding changes in the design supply side to gain a firm foothold. On 20 17, Taiping Bird went on the market and became an earlier one.

Compared with people, this old enterprise has a very young mind and corresponding physical vitality.

Second, several important changes of Taiping bird

According to the data, Taiping Bird has undergone several major changes since its establishment, mainly as follows:

1, early pursuit of brand differentiation, positioning "casual brand men's wear"

When Taiping Bird was founded, it was a well-defined mid-range casual men's wear.

2. Change from traditional asset-oriented management to virtual management.

Generally speaking, a clothing enterprise has three parts: upstream manufacturing, midstream clothing design and brand marketing, and downstream clothing sales channels.

Taiping Bird initially focused on the middle and upper reaches, and later focused on the middle reaches, that is, clothing design and brand marketing, when a large number of manufacturing plants were vacant, the technology was mature and the chain conditions were mature.

3. Expand women's clothing and fashion lines.

By the maturity of the second stage and the diversification of manufacturing suppliers' production capacity, Taiping Bird has the conditions for brand expansion, and its category has begun to expand to women's wear, the elderly and children's wear, and its positioning has expanded to fashion.

4. Offline stores are shrinking and online channels are expanding.

With the advent of the e-commerce era, the Taiping bird, which is dominated by offline stores, has been greatly impacted. Correspondingly, Taiping Bird has also shrunk its stores and expanded its online adjustment, which is more obvious in the important launch of Vipshop.

Third, the brand rejuvenation of Taiping Bird

1, Conceptual Power-Brand Culture Proposition

Taiping bird has made a series of changes to cater to the fast fashion of the young market.

The brand proposition of fast fashion is mainly due to the change of brand equity and consumption trend. On the one hand, its consistent brand image is flexible and adaptable. On the other hand, the mainstream culture of consumption has changed from flaunting individuality to paying more attention to interests and inner spiritual connotation.

2. Creativity-brand expression and actual creation

1) actually created

Putting creation before expression is because Taiping Bird has a fast and fashionable value proposition internally, and then it has lived a lot of practical things before it begins to be displayed on a large scale.

For example, since 2008, Taiping Bird claimed to learn from other countries, especially Zara, but it was not until 20 15 that the voices about Taiping Bird increased. As for what to do, I won't elaborate, because I'm not specialized in making clothes.

2) Brand expression

Taiping Bird, based on its youth and fast fashion, has made a lot of foreign brand output.

take for example

A, hold music festivals, update brand image, frequently participate in various international fashion fairs, hold brand fashion conferences, etc. , constantly transmitting brand and commodity information;

B, launch joint-name products, and cooperate with well-known IP such as Pepsi, Disney, Coca-Cola and Playboy. This is a very clever way, giving full play to the advantages of other brands, but also showing their own existence from time to time, and the overall response is good;

C. Brand IP, the real-life advertisement of Taiping Bird began to shift to virtual image, launched brand cartoon image, created IP, injected personality characteristics into cartoon image, and catered to the form that young people are more acceptable and attractive now;

3. Cohesion construction of consumption ecology

Ecological * * * upstairs, the Taiping bird is upgraded in all directions.

1) cooperates with the new generation of idol stars to promote and guide the spread of young users through various media, which is interactive.

2) Many offline shows were held and bold attempts were made. For example, at a press conference, the former professional model image was changed, but top performers in various fields were invited to shoot the brand autumn and winter 20 18 with the theme of "Me and My _". All the young amateurs invited have strong personality labels.

3) Online high-density and high-density social media promotion, and Taiping Bird focuses on online mainstream social media platforms.

The above is the brand culture analysis of Taiping Bird. I didn't know much about this brand before. Through some reference and teacher's brand model analysis, I feel that this is a very excellent enterprise, which is very clear and efficient from strategy to implementation, and there is still great development potential and room for improvement in the future.