In Ningbo's Tianyi Square, ZARA, H&M, and several stores of Taiping Bird are all present. This proximity allows Chinese fashion brands to gain visibility and attract attention from consumers. As fast fashion continues to evolve, the question arises: what will the future of fast fashion look like? And how can brands carve out a unique path in this competitive landscape?
It might be a coincidence, or it could be an inevitable trend. As international fashion giants like ZARA and GAP steadily expand their presence in the Chinese market, local brands such as Taiping Bird are also racing to establish themselves in the fast fashion sector. While there may seem to be a gap between these two types of brands, the competition is unavoidable.
Taiping Bird, which has already built a solid position in the market, now faces the challenge of maintaining its identity while adapting to the fast-paced nature of the industry. Finding a development strategy that suits the brand is crucial for its long-term success.
**Why Is Blue Ocean Winning?**
There’s no doubt that fast fashion has become a major trend. When something becomes popular, many follow suit. For Taiping Bird, the question is: how can it secure a place in the fast fashion future?
According to the head of the Taiping Bird brand, the answer lies in three key areas: design, information technology, and supply chain integration.
For years, Taiping Bird has maintained long-term partnerships with top domestic institutions and has engaged in deep exchanges with international design agencies, placing it at the forefront of China's garment industry. It was one of the first domestic fashion companies to closely collaborate with ZARA. Every year, Taiping Bird sends its design and management teams to ZARA for training and knowledge exchange, bringing back advanced ideas and integrating them into its own operations. The brand consistently leads in design thinking, continuously attracting professional designers and expanding its reach into both domestic and international markets. By building a passionate and creative team, Taiping Bird aims to extend its influence globally, incorporating the latest fashion trends and elements to create products that resonate with Chinese consumers.
Currently, the brand’s design team has over 130 members and is growing toward 300. In June 2010, Taiping Bird officially moved into the Ningbo Hefeng Creative Plaza, marking a new phase in its development within the creative industries. This move not only enhances communication and learning opportunities for the design team but also inspires creativity and helps add more conceptual value to its products. This focus on design strengthens the brand's overall appeal and supports its sustainable growth. Additionally, the move attracts more creative talent, fueling the development of the creative industry and providing a solid foundation for future expansion.
Information technology is a critical component for any modern enterprise, and Taiping Bird has been investing in it for years. Its information system spans from procurement to the retail level, ensuring efficient operations and timely problem resolution. Over the years, the company has invested tens of millions in IT infrastructure, reducing losses caused by information asymmetry and inaccuracies. With billions in sales, even minor errors can lead to significant financial impacts.
Due to its reliance on a virtual model, Taiping Bird depends heavily on its supply chain. This dependency pushes the company to continuously optimize resource integration and collaboration.
Take production, for example. Traditionally, a product could take up to six months to go from design to sale. Taiping Bird uses a combination of order systems and a quick response model, cutting the timeline to just 20 days. At such speed, inventory control becomes essential. The company has established strong relationships with its OEM partners, leveraging its advanced information management system to ensure timely market entry and minimize excess stock.
The head of Taiping Bird believes that fast fashion represents a promising future for the apparel industry. In the past, the clothing sector was seen as a traditional, declining industry, struggling to attract investment, talent, and government support. Fast fashion has changed this perception, transforming the industry into a dynamic and innovative field. It turns culture and ideas into productivity, turning garment workshops into dream factories, and significantly boosting the industry’s appeal to investors, talents, and policy support. This shift makes the knowledge economy a core driver of the company's growth.
Belieye (Jiangsu) Co.,LTD , https://www.belieyeglasses.com