Three Reasons For Tonlion To Open The "Net Marketing" Road

After the impact of the financial crisis, the export oriented clothing industry began to turn to the B2C online shopping market from the beginning of 09. In recent two years, the successful touches of traditional clothing brands such as Lining, JACK&JONES and Europe have accelerated the process of traditional clothing enterprises trying to develop hydropower business.

In June 1st, the reporter learned that Tonlion, a domestic first-line leisure apparel brand, officially operated for second months in the official flagship store of QQ mall, which has rapidly soared to 600 thousand yuan in the month, accounting for 15% of its overall brand network sales, double the sales in April. With the help of the patting network QQ mall platform, Tonlion brand has not only successfully opened the first step of "net marketing" layout, but also added a good result to the booming online shopping clothing market.

Two months to 2 silver crown, Tonlion patting nets QQ mall monthly sales exceed 600 thousand

According to the introduction, Tonlion is the largest and most core brand of Bo Yang Group, a well-known company in China. It has more than 1000 franchised stores, covering more than 20 provinces and cities in Zhejiang, Shanghai, Jiangsu and Fujian. At present, Tonlion has become one of the largest brands of fashion and leisure apparel in China, and is popular among young people. In late March 2010, the official flagship store of Tonlion officially entered the QQ mall of Tencent's patting network. With the help of QQ mall's diversified marketing, high popularity marketing promotion and mature target consumers, Tonlion successfully achieved a rapid rise from 0 to more than 20000 credit in just 2 months. At present, it has successfully reached 2 silver crown level, and the speed of its growth is quite noticeable. It is understood that in May of this year, Tonlion's sales in the official flagship store of QQ mall increased rapidly to 600 thousand yuan, double that of April, accounting for 15% of the total sales of its brand network, and once again created the miracle of traditional brand enterprise network sales.

Dai Chengqi, manager of Tonlion online shopping Department, told reporters that online sales is an inevitable trend in the future development of traditional clothing industry. Tonlion attaches great importance to it. Especially in the casual clothing industry, online channels can not only become a powerful supplement to offline sales, but can even support the operation of a clothing brand alone. Tencent pat Network, as one of the largest shopping websites in China, has powerful and abundant platform resources and a large number of mature user groups. It can help Tonlion brand reach more online consumer groups, thus forming a win-win situation.

According to the Research Report of the 2009-2010 year Chinese clothing B2C online shopping released by Ai Rui, it shows that in 2009, the scale of China's apparel online shopping market reached 30 billion 870 million yuan, of which the growth rate of B2C was very obvious, and the scale of transactions in 2012 was expected to exceed 18 billion yuan. The huge business opportunities in online retailing are attracting more and more traditional clothing brands like Tonlion, such as "touting net" to test water, speeding up strategic cooperation with large e-commerce websites such as pat, etc., and actively opening up a new battlefield for its online sales.

Tonlion's goal in the next 3 years: Pat net QQ mall official flagship store sales of 200 million yuan

Dai Chengqi told reporters that Tonlion's goal in the next 3 years is to sell its annual sales to 60 million yuan in the QQ store. That is to say, in the next 3 years, Tonlion expects to sell its official flagship store at QQ mall to 200 million yuan. To this end, Tonlion has dedicated its resources and team support to the official flagship store of its QQ mall, including activities management, store design, graphic design, store management, customer service to after-sales service, etc., all of which are professionals who are familiar with network sales. In addition, Tonlion is also equipped with a large warehouse of more than 5000 square meters. This summer alone, the product has invested 4 million yuan and more than 300 new garments to meet the needs of different consumers.

According to the introduction, the online sales strategy of Tonlion brand will mainly rely on the powerful platform of QQ network, which will enhance the overall sales and cover more target consumers. Tonlion plans to develop casual clothes specially designed for Internet sales before 2012 to cater to the netizens' preferences. It will also differentiate products from offline stores and make a clear subdivision and positioning of Tonlion brand products and styles so as to achieve precise marketing.

In this regard, pat Network responsible person told reporters that pat net has been committed to provide the most comprehensive platform services for all brand businesses, especially the QQ mall has a mature business growth plan, including the platform platform for brand business resources support, etc., can help brand manufacturers to successfully open online sales channels, expand the broader market space. In addition, QQ mall is also equipped with a professional team familiar with B2C operation, which provides comprehensive guidance and assistance to every brand merchants stationed in the mall, including pre - entry, merchandise selection, shop planning, and online promotion activities of late mature shops. QQ mall has arranged special personal services for brand businesses. Moreover, QQ mall has set up a strict business management system and assessment system to provide a fair, honest and benign environment for the major brand businesses stationed in the pat Network platform, and effectively help brand businesses successfully develop online marketing.

With the help of QQ mall, the three reasons for Tonlion are {page_break}.

According to reports, Tencent pat Network was initially locked into a deep cooperation platform by Tonlion. The main reason is that Tonlion took a fancy to the mature user group and strong platform advantage resources of QQ mall. Dai Chengqi told reporters, "choosing QQ mall to open our online sales channels has a very far-reaching strategic significance for Tonlion brand. First, from the sales point of view, the QQ mall can quickly transform the QQ users accumulated by Tencent into our target consumer groups; second, from the brand perspective, the QQ active users and strong consumption power will bring broad market development space for Tonlion brand, and even far exceed the coverage that physical channels can achieve; third, from the perspective of network marketing operation, the professional team of QQ mall can help Tonlion brand understand, familiarize and master the operation of the entire B2C in a short time, and guide and promote the rapid completion of Tonlion online sales layout.

The reporter learned from the pat net that the rap network QQ mall was fully open to all the platform users in March this year after being fully upgraded by the QQ member's official store, and regularly launched all kinds of theme stores, such as thousands of pieces of daily kill, limited time rush, group buying, holiday promotion and other main activities. At present, QQ mall has attracted more than 300 well-known brands, including XTEP, ONLY, L'OREAL, BELLE, CK and other well-known brands at home and abroad. It is expected to attract more excellent traditional brands in the future.

According to the analysis of the relevant personages in the industry, the large and mature user group of QQ mall has brought great potential and market space for the famous traditional brands such as Tonlion to develop the "net marketing" channel.

In addition, QQ mall takes the four measures of "full court quality", "official certification", "first payment" and "after-sale special line" to safeguard the safety of online shopping and the interests of consumers.

　 The successful cooperation between Tonlion and QQ mall will provide more valuable solutions and operational experience for more traditional brand enterprises in terms of online marketing and brand promotion, opening up a new path for the "brand marketing" of traditional brands.