Peacebird
Ningbo Peacebird Fashion Co., Ltd. · China
Peacebird is a Chinese fashion brand and multi-brand apparel group based in Ningbo, operated by the Shanghai-listed Ningbo Peacebird Fashion Co., Ltd. Founded in 1995 as a menswear maker, it grew into one of China's largest domestic fashion companies, with more than 4,000 stores reported in 2018.
| Founded | 1995 |
|---|---|
| Founder | Zhang Jiangping |
| Operating company | Ningbo Peacebird Fashion Co., Ltd. |
| Headquarters | Ningbo, China |
| Listing | Shanghai Stock Exchange, since January 2017 |
| Segment | Mass market and fast fashion |
| Website | peacebird.com |
What is Peacebird?
Peacebird is a Chinese mass-market fashion brand and the name of the group behind it. The operating company, Ningbo Peacebird Fashion Co., Ltd., is based in Ningbo and listed on the Shanghai Stock Exchange. In 2018 FashionUnited described it as the largest multi-brand fashion company in China by market value, at about 14.8 billion RMB.
History
According to FashionUnited, Peacebird was founded in 1995 by Zhang Jiangping as a menswear maker known for shirts and suits. The women's line, Peacebird Women, was launched in May 1997 and was repositioned in 2001 around a fashionable and elegant Asian style. The company began e-commerce in 2008 through Magic Fashion Company, and its e-commerce unit was named a Model E-Commerce Company for 2013 to 2014 by the Ministry of Commerce. Peacebird listed on the Shanghai Stock Exchange in January 2017 at an initial offer price of 21.30 RMB per share, and in February 2018 it showed at New York Fashion Week.
Products and positioning
The group runs several labels aimed at different customer segments, including Peacebird Women, Led'in, Material Girl, Mini Peace and Peacebird home. The South China Morning Post described the main brand as affordable fashion that started in lower-tier Chinese cities and is popular with young shoppers. FashionUnited reported that the product team launches more than 9,000 new style collections a year.
Business model and distribution
Peacebird is stores-led. In 2018 FashionUnited reported more than 4,000 stores across 31 provinces, autonomous regions and municipalities, alongside the online business that began in 2008. The sources reviewed do not give a current store count or a split between company-run and franchised stores.
Why it matters
Peacebird is a reference case for a Chinese domestic fashion group that scaled through a broad store network and a multi-brand portfolio, and later moved onto an international fashion week stage. It is a frequent comparison for other Chinese high-street names such as Urban Revivo.
Frequently asked questions
Who owns Peacebird?
Peacebird is operated by Ningbo Peacebird Fashion Co., Ltd., a company listed on the Shanghai Stock Exchange since January 2017. It was founded by Zhang Jiangping in 1995; current shareholder details were not verified.
Where is Peacebird from?
Peacebird is a Chinese brand. Its operating company carries the name of Ningbo, and the South China Morning Post describes the company as Ningbo-based.