PEACEBIRD
太平鸟
Founded in 1996, targeting the young consumer group aged 20-30, it is a well-known domestic fashion apparel group. Its portfolio includes multiple brands such as PEACEBIRD, LEDIN, Mini Peace Kids, MATERIAL GIRL women’s wear, PETiT AVriL Kids, and PEACEBIRD LIVIN’ home furnishings.
“PEACEBIRD” embodies the style of “fashion, vitality, and Asian.” With excellent design concepts, fashionable design styles, keen fashion sensing, and endorsements from international supermodels, the brand’s unique charm is showcased in every presentation. The products are favored by urban populations seeking new images, characterized by a stylish, vibrant, and distinctly Asian flair.
“Live My Shine” is the essence of the “PEACEBIRD” brand. The brand focuses on providing high-quality, affordable, and diverse fashion products, enhancing consumers’ fashion choices, allowing every customer to enjoy the pleasure of fashion.
Ningbo Peacebird Fashion Co., Ltd. (Stock Code: SH603877), hereinafter referred to as the “Company,” is a customer-centric fashion brand retail company with the mission of “bringing fashion enjoyment to everyone.”
In 1996, led by Mr. Zhang Jiangping, the entrepreneurial team created the PEACEBIRD brand, using the symbol of love and peace, the dove, as its prototype. The company focuses on the fashion industry and implements a “gradient brand” strategy. It now owns multiple brands, including PEACEBIRD WOMEN, PEACEBIRD MEN, LEDIN, Mini Peace, MATERIAL GIRL, COPPOLELLA, PETiT AVriL, and PEACEBIRD LIVIN’. Through differentiated styles and complementary advantages, while also tapping into trends and sports, the company explores new elements of “Chinese style” through collaborations and partnerships with avant-garde designers, enriching PEACEBIRD’s cultural connotation.
The company’s focus on fashion is accompanied by a strong emphasis on core product development capabilities. Since its inception, the company has been dedicated to building an independent design and research team, currently consisting of over 500 high-quality individuals with an international perspective. The team prioritizes customer-centricity and brand style, continuously integrating trendy fashion elements into product innovation. With over 10,000 new products launched annually, the company surprises its customers with frequent updates.
The company is committed to building core omnichannel retail capabilities. Since 2008, the company has entered the e-commerce business, achieving rapid growth. In 2020, its GMV on Tmall’s Double Eleven reached 1.05 billion RMB. The company operates over 4,600 physical stores in 31 provinces and municipalities across the country, achieving a total retail turnover of 12.8 billion RMB in 2020.
With over 12,000 partners across headquarters, self-operated stores, logistics, and proprietary factories, the company adheres to seven core values: “We trust people, we uphold integrity, we love fashion, we strive to surprise customers, we embrace change, we crave innovation, and we pursue simplicity. We are grateful to the founders and every partner.” These values contribute to an enterprise culture centered around customer orientation and the “striving bird” spirit.
Aiming to become a technology-driven fashion company, with the core strategy of “focusing on fashion, data-driven, and full-network retail,” PEACEBIRD will continue to improve itself and work towards the compelling vision of being an “excellent fashion brand retail company.”
Best-selling Products from the PEACEBIRD Brand：
