The Pacific Bird Listed On The Shanghai Stock Exchange Became The First Garment Company In The A Stock Market In 2017.

According to the world clothing and shoe net, Taiping bird has been popular in Ningbo as an excellent clothing private enterprise.

As early as 2013, Taiping bird signed the first male model Zhang Liang, who was not very popular at that time, as spokesperson. Now 4 years have passed, and Zhang Liang has been very popular.

At that time, the Pacific bird seemed very prescient and its ambition was to become China's "ZARA".

4 years later, more and more birds in the shop seem to drift away from this goal.

Even with the double blow of a sharp drop in profits and a setback in share prices, Taiping bird threatened to increase 600 stores in 2017, including 150 Direct stores and 450 additional franchises.

In fact, the expansion of stores has always been the main way to raise funds when Ping bird goes public.

According to the prospectus, Taiping bird intends to invest 579 million yuan in marketing network construction projects, giving priority to the development of central and Northern China.

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That is to say, take the lead in developing 3 or 4 tier cities.

But it is worth noting that in 2016, the stock days of Taiping bird not only increased by 27 days from 198 days compared with that of last year, but also increased by 55 million 385 thousand and 800 yuan due to the impairment of assets caused by the decline in inventory prices, while in the first quarter of 2017, the proportion of commodities in the over season increased a lot, resulting in a sharp increase in the allowance for inventory depreciation, which led to an increase in asset impairment losses to 9106 yuan and a growth rate of 58.06%, which affected the company's first quarter results.

CSC also mentioned in the research report that Taiping bird inventory rose year by year, and the company's operating capacity declined.

The company also said that it was planning to achieve 7 billion 200 million yuan in 2017.

450 million yuan.

Will it be another empty cheque? As a fast growing brand in recent years, Taiping bird has been developing rapidly. But will the strategy of expanding the territory expand the net profit of the company and let those outstanding stores pay for those newly opened losses?

In 2016, there were great changes in the number of Taiping birds.

In 2016, Taiping bird closed 700 stores and opened 1185 new stores.

The total number of stores has reached 4279.

When I was in Guanqian Street, Suzhou, I saw 7 or 8 Taiping birds in a street.

More importantly, the average single store income of stores, franchisees and agencies in the 12 month continuous business during the reporting period decreased by 3.92%, 7.35% and 2.32%, while the area of Taiping bird store increased by 22.32% over the same period last year.

In April 29th, an area of 1200 PEACEBIRD brand collection shop opened in Wuhan, Chu Han Han Street Wanda shop, and gathered the three major brands of Taiping bird clothing: PEACEBIRDWOMEN Taiping bird dress, PEACEBIRD MEN Taiping bird menswear and children's wear Mini Peace.

Is this the Taiping bird that wants to become China's ZARA?

ZARA's dress is still right, and style efforts are close to the first line, but Taiping bird's menswear is a nightmare that can't escape.

Zhang Liang and Lu Han were invited to stand for their platform, but the enemy did not change their design style, but the style of the 32 line small town still lingered.

When Taiping bird develops women's clothing, it should also change men's clothing at the right time.

In the long run in the capital market, we must base ourselves on the product itself.

The core consumer groups are 25 to 35 years old, and the market competition in this age group is fierce.

This type of consumer group has a strong pursuit of fashion, but this customer group is more changeable and less loyal to the brand.

The age limit of the core group of the Pacific bird is not precise enough.

Strictly speaking, there is a big difference between the demand of consumers aged 25-30 and 30-35.

The Pacific bird can further segment the core brand's target customers.

As a benchmark brand in the fast fading industry, the Pacific bird is still looking forward to its Phoenix Nirvana.

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