Interactive Marketing Analysis Of Tonlion

As one of the major cities in China's clothing industry, Ningbo has many proud places. Its manufacturing base and capital strength have absolute advantages in China. In recent years, the development of Ningbo's clothing industry has been in the bottleneck of development and bottlenecks, mainly manifested in the serious shortage of clothing design talents, business management talents and foreign trade talents. The product structure is very single, mainly concentrated in three categories: suits, shirts and knitted sweaters.

Ningbo, Zhejiang " Tonlion The rise of Ningbo has a milestone in the development of the garment industry. First of all, the emergence of Tonlion made Ningbo go out of the narrow space of the development of the two traditional costumes of Western-style clothes and shirts, and provided a broad stage for the further development of Ningbo's clothing industry. Secondly, Tonlion's comprehensive market operation in the mode of operation made the clothing brand out of the traditional mode of high investment and Gao Feng insurance. Tonlion brand new management model For Ningbo clothing industry has brought new vitality, a large number of related brands also rise.

In the CHIC2009 exhibition, the famous casual wear brand "Tonlion" has changed its active product display and display in the past, presenting it in front of people with simple, concise and abstract booth design. In the exhibition hall, more than a dozen models stand out to express the simple style of Tonlion. What is outstanding to consumers is Tonlion's brand culture, Tonlion's concept and strength.

Dai Chenghao, general manager of Tonlion Fashion Co., Ltd. said: "Tonlion has been moving forward in the development of more than 10 years. In 2008, it achieved 1 billion of sales revenue, 25% year-on-year growth and 50% business profit growth. In 2008, it also won the media's "fashion influence clothing brand" title.

For the current global financial crisis, Dai Chenghao admitted that there is great pressure at the moment, but challenges and opportunities will also inspire enterprises. "We have to face difficulties. In 2009, Tonlion focused on improving the internal system, further improving the internal basic management, optimizing the design and layout of the market. As long as we can survive and tide over the difficulties, we will make better progress next year".

In 2008, Tonlion costumes were named Tencent entertainment channel. Interactive marketing This era highlights the choice of Tonlion brand's "two upgrade". Tencent entertainment channel is China's largest traffic entertainment channel, with an average daily traffic of 80 million. Its users are young and energetic, chasing the trend and quality. As a young and dynamic brand, Tonlion's brand positioning is fashionable and young personality. It can help Tonlion brand to achieve seamless connection with target consumer groups.

In the summer of 2008, Tonlion launched the "Tonlion civilian brand spokesperson general election" to build a stage for young people to show their self demeanor. Tonlion is getting closer to consumers, finding and affirming that young people integrate these ideals with persistence, different ways of self expression and brand spirit.

To further enhance the theme of brand culture, Dai Chenghao said: "Tonlion will have three tasks to do next. First, it will greatly enhance the connotation and external form of the brand. It will also have a sense of the times and fashion." two is the promotion of internal management. We set a goal for ourselves every year and constantly improve it. Three, we should pay more attention to development channels and increase 400~500 stores.

It is reported that as of the end of 2008, 500~2000 square meters of large-scale Tonlion flagship store has been established in Beijing, Nanjing, Suzhou, Ningbo, Hefei, Zhengzhou, Shijiazhuang, Fuzhou and other places.

A main sales network with strong radiation capability, strong market share and involving one or two or three line cities will be a stage for Tonlion to experience its marketing terminal strategy. Interactive marketing will upgrade its distinctive brand culture.