An epidemic has generally affected offline stores of retail companies, and Peacebird’s new retail business has grown rapidly. During the “Queen’s Day” period from March 5th to 8th alone, Peacebird achieved a total sales of 246 million yuan. A single women’s clothing brand has a sales volume of over 100 million, of which more than half is achieved through new retail methods such as WeChat mini programs and live broadcasts.
Faced with the “black swan” of the epidemic, the main reason why Peacebird can respond so quickly is The reason is that Peacebird always embraces innovation in its daily work, constantly iterates itself, and insists on creating a retrograde and anti-fragile organizational culture.
Turn crisis into opportunity and develop new retail
PEACEBIRD pair We responded quickly to the COVID-19 epidemic, using new retail business as a breakthrough point, while stimulating traditional online business and restoring offline stores in an orderly manner. Omni-channel retail was able to recover quickly, demonstrating its retrograde and anti-fragile organizational nature.
ALL IN New Retail
Since it has been used in live broadcast and online Taipingbird has accumulated a lot of experience and resources in dealing with customers. In addition, it started to invest fully during the Spring Festival. Peacebird’s new retail business has grown rapidly, with sales rising rapidly from an average daily average of about 2 million yuan in the first week after the holiday to the current daily average of more than 10 million yuan. .
Peacebird continuously dismantles excellent cases during operations for internal sharing and learning, sets internal benchmarks, answers key questions in a timely manner, and provides dedicated training to teams that encounter difficulties. Ensure the company’s new retail standard process is implemented.
The above measures fully stimulate the vitality of the existing sales team from the two dimensions of role modeling and maintaining high employee activity.
In the first three weeks after the Spring Festival, various PEACEBIRD brands carried out a total of 118 live broadcasts, covering more than 2.7 million consumers; during the “Queen’s Day” period, there were more than 40 live broadcasts, covering consumers Nearly 1.8 million people visited. Peacebird’s community size on WeChat has exceeded 1 million.
Peacebird Women’s Wear Mini Program Live Broadcast (left), Leding Mini Program Live Broadcast (right)
Strengthen traditional e-commerce
After the outbreak, Peacebird quickly passed Online new releases attract customers. During the epidemic, various brands maintained a frequency of two waves of new releases per month, including the women’s “Mulan” collaboration series, the men’s MISBHV collaboration series, the LEDIN×Cardcaptor Sakura joint series, and MiniPeace Doraemon Dream collaboration series and other quite popular IP collaboration models.
With a wide range of products and moderate promotions to divert traffic, Peacebird’s traditional e-commerce business still maintained steady growth during the epidemic, achieving a single-day GMV of over 10 million on February 17 During the “Queen’s Day”, GMV reached 120 million yuan. Despite the overall downturn in the industry, sales performance increased steadily compared with last year’s event. The main brands of women’s clothing and men’s clothing ranked among the top two in similar stores on Tmall. position, children’s clothing grew by more than 50%, ranking among the top four.
Peacebird’s good performance during the epidemic has given PEACEBIRD confidence in the development of its traditional e-commerce business in the first quarter.
Peacebird Women’s Hua Mulan Cooperation Series
Steadily promote offline resumption of work
Peacebird has been promoting the resumption of store operations in an orderly manner on the basis of ensuring the safety of customers and employees since early February. Currently, most of Peacebird’s offline stores have resumed business.
Thanks to the long-term good cooperative relationship with distributors, most of the Peacebird shopping center stores have currently received half a month to one month of rent reduction, and Peacebird said it will continue to do so. Continue to actively communicate about rent reduction and exemption for department stores and street stores, and try our best to reduce the impact of the epidemic.
Improve organizational effectiveness in all aspects and give full play to the advantages of leading companies
The epidemic has posed a severe test to clothing retail companies. Companies with strong adaptability and risk resistance have obvious advantages and will take the lead in further increasing industry concentration. Peacebird will take this epidemic response as an opportunity to comprehensively improve the company’s organizational effectiveness.
At the channel level, Peacebird will use new retail as an important breakthrough for business growth and continue to accelerate the retail layout of the entire network.
At the same time, as one of the only two domestic clothing brands that have reached strategic cooperation with Tmall, Peacebird’s operating income from traditional e-commerce has grown rapidly, and its proportion of operating income has More than a quarter, with a mature team of more than 400 people, has a clear competitive advantage.
In terms of offline layout, Peacebird continues to strengthen and upgrade shopping mall and department store channels. Currently, the two types of stores account for more than 40% of all stores, and the outlet channel is growing rapidly. , currently accounting for more than 3%, street stores are mainly located in the core business districts of first- and second-tier cities.
At the product and brand level, Peacebird will continue to consolidate its position in mid-range casual wear and improve the construction of digital tools in an all-round way.
Peacebird’s men’s, women’s and children’s clothing brands all rank at the forefront of the domestic mid-range casual wear market. Their products continue to focus on fashion. In recent years, dozens of IP co-branded series have been launched every year, many of which Login to New YorkInternational fashion weeks such as New York and Paris.
At the end of 2019, the total number of online and offline members reached 38.37 million. In order to enhance customer stickiness and management efficiency, Peacebird actively builds digital tools. The main women’s clothing brand organically combines the self-developed “Niaoda” APP with the WeChat mini program, becoming an important tool for PEACEBIRD women’s clothing community operations and sales conversion.
The “Niaoda” APP is a digital project that has been explored since 2016. Its main function is firstly a clothing sharing platform for customers and employees, and secondly a membership management platform and sales. The service platform pays more attention to the warmth of communication between people in terms of customer experience. Men’s Wear quickly applied the newly launched social customer relationship management system SCRM to new retail operations during the epidemic, achieving 60 million new retail sales in three days.
Peacebird has continued to promote the application of TOC methods based on artificial intelligence and big data in commodity management since 2016 to create a flexible supply chain. It can now dynamically analyze through big data Analyze changes in consumer demand and quickly organize order-following production and terminal sales based on the analysis results. Currently, the proportion of initial orders for summer and winter clothing under the order fair model has dropped to about 70%. Liquidity plans and self-design for cross-regional allocation of goods The research and development of product freshness plans that have begun to realize quick response are also smoothly progressing in the main brands of men’s and women’s clothing.
As consumer demand will gradually recover as the epidemic improves, Peacebird’s TOC method will play a greater role in quickly responding to consumer demand.
Peacebird Women’s Wear “Niaoda” Mini Program (left), Peacebird Men’s Wear Official Micro Mall (right)
At the level of basic support, PEACEBIRD will continue to improve the supporting role of logistics, warehousing and other infrastructure in the company’s operations.
Peacebird has a five-star logistics base and a cloud warehouse system covering more than two-thirds of its stores, ensuring that online and new retail orders can also be shipped on time during special periods.
Peacebird’s Cidong Logistics Base was put into use in 2015. It has advanced facilities and is one of the earliest five-star logistics bases in the garment industry. At the same time, Peacebird has long-term cooperation with logistics companies such as SF Express. Cooperation effectively ensured the timeliness of logistics and delivery during the epidemic. In February 2020, Peacebird shipped a total of 490,000 online orders and 1.94 million offline shipments through its headquarters logistics base.
In addition to the logistics base, Peacebird’s cloud warehouse system, which was put into use in 2017, became the main channel for sales and shipments during the epidemic. The core of the cloud warehouse is that the inventory is completely shared in the cloud. Each store is treated as a specific warehouse, and the inventory is monitored and managed uniformly. If the product a customer needs is out of stock, the cloud warehouse system can use big data analysis to transfer the product to the nearest store or deliver it directly to the customer.
This system currently covers more than 3,000 stores, helping PEACEBIRD improve product turnover efficiency during normal business periods, and became an important part of the new retail system during the epidemic. During the epidemic, the amount of direct shipments from PEACEBIRD’s self-operated stores through the cloud warehouse system accounted for 65% of total offline self-operated retail sales, an increase of nearly 10 times compared with the same period in 2019.
In addition, Peacebird has abundant funds. At the end of the third quarter of 2019, its book monetary funds and bank financing totaled nearly 1.2 billion yuan. In the fourth quarter, its terminal sales were good, and it has the ability to do a good job in its own operations. At the same time, we will provide necessary support to franchisees.
Strategic goals are firm and long-term direction is clear
Peacebird is always committed to Provide high-quality, cost-effective fashion apparel products to Chinese fashionable youth aged 20-30, and are determined to achieve the strategic goal of “the preferred brand of China’s new fashion generation” by 2030.
Focusing on the above goals, Peacebird has proposed a clear development strategy, namely “focusing on fashion, data-driven, and full-network retailing.”
Peacebird will always focus on cultivating and incubating high-fashion brands, and is committed to continuously promoting digital management and intelligent decision-making support to create seamless customer experience-centered and integrated physical stores. , traditional e-commerce, social e-commerce, official website and other channels of new retail across the entire network, making full use of public and private domain traffic to continuously improve consumers’ fashion experience.
At the same time, Peacebird will continue to promote organizational changes, enhance agile response to emergencies, innovate quickly, review quickly, iterate quickly, and continue to improve to create a mission-driven and goal-driven company. Anti-fragile organization improves the company’s operating quality and performance in an all-round way.
Peacebird said that retail is full of variables and quantification. Peacebird’s more than 20 years of development experience is to grasp quantification and embrace variables: quantification is the ability of the organization, and variables are the embrace of innovation. .
Peacebird has always emphasized building an anti-fragile organization. It is reported that the annual expansion trip of more than 50 kilometers since 2005 has been changed to a unique “retail” this year due to the epidemic. “March”, achieving the “pace” with retail sales per hour, organizational capabilities, through the underlying advanced production and service technology, and the embrace of all new retail species when they first emerge, such as business cloud, intelligent platform, live broadcast Tools such as the incubation of shopping guides and the creation of TOC capabilities will eventually achieve growth. </p
