Tonlion'S Rise: Innovative Sales Mode And Market Zero Distance

A few months ago, tonlion At the Ningbo Grand Theatre, the "2011-2015 years and five year plan" was released and the "true feelings fifteen, the last journey" Celebration Gala was held to celebrate the brand establishment 15th anniversary. As one of the earliest leisure wear brands, Tonlion has been closely following the pulse of the times and following the economic trend. In the past 15 years, it has developed a brand development way of self improvement and constant innovation.

　 Start at a high starting point Fashion brand

Looking back on the development road of 15 years, Wu Huijun, general manager of Bo Yang dress, said that from the beginning, we must firmly take the road of brand development.

When Tonlion was founded, there were not many domestic casual wear brands, and product dislocation competition became the market entry point of Tonlion. New brands want to seize the market, product positioning and selling points are the key. Fashion is very important for young consumers. At that time, the design principle of Tonlion was to make enough money to extend the fashion.

But as a newly established brand, the company is faced with various bottlenecks, such as equipment, technology, capital shortage and weak production management capability.

After several years of exploration, they decided to abandon the traditional "big and complete" mode of factory building. The virtual management mode of outsourcing "long board and short board" is adopted, and it makes efforts at both ends of design, R & D and sales channels, outsourcing the relatively low value-added production links which are not good at itself, and fully integrating and utilizing the social advantage resources. The choice of this mode has broken through the bottleneck of the slow growth of enterprises, and made Tonlion brand embark on a fast development channel.

Wu Huijun said that at that time, the choice of this sales mode was the best choice for Tonlion at that time. Since the opening of the first brand store in Ningbo in 1995, the number of franchises has increased year by year.

At present, Tonlion is in the upstream of the supply chain. It has integrated nearly 1000 products suppliers with strong production capacity and strong technical strength in the Pearl River Delta and Yangtze River Delta. Every single product order can be publicly invited to the qualified suppliers in time for the purchase platform, which not only reduces procurement costs, but also gives priority to screening suppliers with favorable conditions.

Fostering future market for consumers

"Tonlion products are targeted at young users and take into account future consumer groups, that is, brands grow with consumers." Wu Huijun said that winning today's market is not a victory. If we can take account of tomorrow's market and control the future market, enterprises will continue to grow and become the most real winners.

In order to nurture today's and tomorrow's market, Tonlion has carefully designed product gradients. The desire for self-expression and individuality of young consumers brings the demand for product upgrading. The concept of single general leisure can no longer satisfy the current needs of consumers. Tonlion has joined several well-known market consulting companies to conduct consumer research. The product line has been subdivided into two major campus and city series, and has injected more diverse styles and trend elements in the theme development of each series of products.

Now, in order to meet the R & D of product lines, the company has set up several R & D centers in Shanghai, Guangdong, Zhejiang and overseas, and has developed more than 2500 products in the year. The product structure is abundant, and the sales mode has changed from a small quantity to a small quantity to meet the needs of sex.

Tonlion emphasizes that terminal is the best media and brand communication channel. In order to open up the market and create brand, it will invest heavily in the end to optimize, adjust and upgrade the terminal image.

Based on the demand for brand development, Tonlion has formulated the flagship expansion strategy plan in 2007, and has set up an experience shop with a scale of more than 500 square meters in all the core cities of the country. In brand communication, we must maintain a stable brand promotion budget, seize valuable media resources, and establish a good brand image. He has hired Taiwan popular artists S.H.E, Fei Le Orchestra and the current generation of music popular king Jam Hsiao to be the image spokesperson, organizing various kinds of music singing and public welfare activities.

In view of young consumer groups, Tonlion began preparations and promotion of interactive marketing projects several years ago. On the basis of developing traditional channels, it has entered large-scale online promotion and e-commerce expansion, and has incorporated e-commerce into the company's long-term development strategy. The company has launched numerous interactions through the network, named the Tencent entertainment channel, and convened a populist spokesperson, providing a colorful stage for young people to attract extensive consumer participation.

First, we should focus on channel expansion and brand building. The company has gradually consolidated its brand's leading position in the field of casual wear. {page_break}

　　 Innovative sales model Zero distance to market

When Tang Shi was founded, it adopted two forms of self employment and alliance. But as the market changes, the performance of self operated stores is often not excellent. In the face of the disadvantages of proprietary stores, Tonlion finally decided to give up.

In this regard, Wu Huijun believes that the abandonment of self employment is temporary, in order to better manage its own business in the future. Of course, the premise of abandoning is not good operation areas, not all of them. After the implementation of this measure, the self operated stores in the more than 10 provincial capitals have changed their functions to the franchisees.

With the change of market structure in recent years, the industry competition requires the joining customers to have absolute advantage in operation and resource control. Only then can the brand develop steadily in the regional market. Therefore, Tonlion has implemented the regional channel policy from franchising system to regional agent system, and handed over the management rights of the franchisees in the region to the agents, which is responsible for the market development and operation management at the provincial level and the regional level.

For this change, Wu Huijun analysis, the original franchise system needs to use one to one service management, which will occupy the larger management resources of the company, and the franchising system needs to develop shops one by one, and the development speed is relatively slow. In the joining system, the quality of customers is different, and some marketing policies of the Hershey Co will not be able to form a lot of obstacles when implementing the marketing policies; the current agent system is the fastest developing and expanding system; the high-quality agents can help the company quickly occupy the market, while the agent customers manage their own regional market, so that the management resources of the company are occupied less.

The brand reduces itself, raises the big agent, causes the company to put more energy in the commodity plan, the sales guidance, the goods management and the shop optimization service, but the agent marketization characteristic may enable the market to be more vigorous, after the transformation, the Tonlion market share doubled.

After a period of operation, the advantages of agent affiliate system are fully reflected. Because of the reduction of exchange rate, agents have changed their thinking. The agent pays more attention to the market, from the original blind goods to the reasonable ordering, and guides the subordinate stores, agents seriously study the commodity planning, and pay attention to the production and sale of goods.

At the same time, Tonlion invites professionals from home and abroad to train agents to help dealers place a reasonable order, place orders for goods, improve the management level of agents, and enhance market immunity.

The agent system has activated the whole country's chess. Now, there are more than 500 shops in the capital cities of more than 30 square meters. The current outlets are two times the implementation of the agent system, which strengthens Tonlion's market position and focuses on the establishment of a large flagship brand experience shop in the core market. This greatly improves the brand communication effect, and the business effectiveness of the products has been greatly improved.

After the introduction of the franchising system, Tonlion launched the futures order system, that is, from the original "matching system" to the "order system".

"This mechanism has further accelerated the rapid response capability of goods, reduced the risk of operation, and ordered customers to place orders at the order meeting." Wu Huijun said.

Before the introduction of the futures system, the company produced according to its sales experience in previous years, and there was a contradiction between plan and sales. After the implementation of the futures order system, the agent brings the latest information of the market. The order will be on the spot. The staff of the planning, design and marketing department should recommend the new products to the customers, and get the latest feedback from the market, so that the products will be more suitable.

　　 Futures order system After the launch, Tonlion's sales, profits and other rapid growth, which was almost unthinkable before.

At the time of 15th anniversary, Wu Huijun admits that in recent years, in addition to investment in hardware, investment in human resources will be unprecedented. From design to marketing to brand planning, there are top talents in the industry. The training of existing teams and the career development of posts at all levels are in the forefront of the industry.

"Soft power and the sense of innovation of the whole team will be the fundamental guarantee for the sustainable development of our brand". When it comes to the prospects for the future, Wu Huijun said, "our enterprise development goal is not only to create benefits for shareholders, but also to provide good social environment for the society, provide a good development space for the upstream and downstream industries, create a valuable and socially responsible enterprise, and establish a good business image."

In the face of a new round of development, Tonlion has put forward the grand goal of "five years of development and billions of sales". It plans to achieve 5000 sales outlets in 2015, 10 billion yuan in sales scale, and build a nationwide three-dimensional sales network, and establish 100 shops in the central city of 100 square meters with an area of more than 500 square meters. At the same time, enhance brand competitiveness and influence, comprehensive competitiveness into the industry's top three.