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Tonlion Enters The Era Of Brand "Carrier"

2010/8/31 12:16:00 67

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More than half of 2010.

Tonlion

The performance is record high. In the first 7 months, sales made the best half year performance and completed the performance of the past year in 7 months.

Since the implementation of futures and agency system, the pformation of new development mode and the reform of management system have brought about vigorous development of business. Compared with the same period in 09 years, the number of shops increased by 36%, sales performance increased by 42%, and the annual target completion rate was over half.

Referring to the futures volume of the two seasons of autumn and winter and the strong planning of Tonlion's winter clothing and down jacket, the 10 year performance will no doubt create a new high.

Since the beginning of last autumn, sales of single month and single season have been rewriting new records every day, thanks to the positive factors of network proliferation and management promotion.

Among them, the continuous opening of large flagship stores plays a particularly important role in performance promotion.

A single store has more than 500 square meters, and has been rated over 10000 per square meter. The annual sales capacity of 8 million standard large flagship store has been increasing in Tang Shi Quan system.

According to incomplete statistics, from autumn to the national day, Tonlion will open dozens of large flagship stores, distributing all over the country: Shenyang, Dali, Liupanshui, Urumqi, Changji, Shanghai, Harbin, Suqian, Zhengzhou, Xiangtan, Xiangtan, etc.

Among them, the most important concern is the upcoming opening of the 6000 square meter flagship store in Shijiazhuang, which is the largest single store in Tang Shi Quan system, which is also called "Big Mac" level in the industry.

The opening of these large shops further consolidated the position of Tonlion's leading brand and expanded the social effect of Tonlion brand rapidly.

In the face of fierce competition in the casual wear market, Tonlion is not willing to play a supporting role. It is an important measure to set up a large flagship store in key cities.

Large flagship stores first give impact to people visually, and have more opportunities to display things besides commodities, display brand culture, highlight brand strength, and rapidly increase market share.

The large flagship store has become the "spokesperson" of the Tonlion brand at the terminal. Because of the large shop and product, the consumers will have more room for selection. It will also conform to the development trend of "experiential" consumption and become the place where the brand and consumers interact with each other.

With the improvement of living standards, many consumers no longer like to buy clothes in the past than three stores, patchwork, prefer one-stop shopping.

Tonlion flagship store

Most of them are selected in the golden section, decorated luxuriously, props, windows, lights and so on are easy to show the grade. The image can display the brand concept and properties in an all-round way, and attract customers into the store.

Entering the flagship store, the display is a unified theme leading, showing great brand demeanor, salesperson's warm and skilled service, background music is soft and kindly, the environment is elegant, consumers are free to shop in it, one-stop shopping is high priced, covering a large population, easy to form re consumption and word-of-mouth, such a shop has become the best free entity advertising to display the brand image.

On the other hand, with the gradual change of consumer awareness, consumer loyalty to brand is also increasing.

After all, in the medium to long term, these strategic flagship stores are basically non renewable resources. They occupy a place of exclusion and occupy such networks. They have a great radiation effect on the whole province or surrounding cities, and become the best platform for wordless propaganda, which will naturally attract more franchisees.

The large flagship store can quickly enhance the brand image, and it also puts forward higher requirements for Tonlion. It requires that it can develop enough SKU and rich products. Besides requiring a single superior, it also requires that there are unified themes from the color system to the elements, which can be echoed and penetrated from each other. From top to bottom, from head to toe, from inside to outside, from clothing to shoes, bags and other accessories, all emphasize that there are strong mashup capabilities and require them to be "independent but not isolated".

To really do a good job in flagship stores, we should not only complete the sales target of our store, but also require the surrounding satellite shops to play the role of small "nerve center" and fast logistics scheduling, accelerate the function of replenishment, return, pfer cargo and logistics turnover, and reduce the whole logistics adjustment, reduce the backlog of goods or the probability of shortage due to selling.

Supply chain procurement, production, distribution, marketing and other links are sufficient to support the operation of large amounts of SKU and require simultaneous support.

It also puts forward higher requirements for information system, challenges the rapid response capability of the whole enterprise, and increases the demand for talents with meticulous operation.

All of this is a test for Tonlion, and it also proves that Tonlion has reached the industry leading level in product R & D, supply chain, sales management, brand marketing and so on.

The emergence of large flagship stores is the result of the upgrading of leisure wear industry, as well as the competition of heavyweight brands.

Tonlion

It is more strategic.

As a product of terminal brand communication, flagship store, as a brand image exhibition shop of Tonlion, has direct contact with consumers and has a high rate of attention. Therefore, it is an important and very effective way of brand communication.

As a result, Shijiazhuang's 6000 square meters flagship store as the representative of the large stores led Tonlion into the brand "aircraft carrier" era.