Tang Lion Costume: “withdrawal” And “advance” Of Branding
Tang Lion: from 800,000 yuan started, 10 years experience as a clothing brand “biggest names”?? Brand sales for 10 years, billion, the profitability of more than 80 million yuan, and 100% for 5 years growing at a rate, single-year retail sales 15 million, the highest high of the fashion industry in Ningbo.
The story of how this happen? Bo Yang Rong Juchuan chairman, said the success of the Tang lion brand management, is interpreted as a success of Bo-yang “retreat” and “advance” of dialectics.
“Back” home “leisure” “into” attack “name brand”
Rongju Chuan said the Ningbo garment industry strong, be strong in two aspects: First, profound cultural accumulation, Feng has already gained world renown help tailor; Second, two types of garments in Ningbo suits and shirts to domestic counterparts with admiration. He believes that Ningbo clothing “weak in the casual clothes.” It is based on accurate judgments, Bo Yang decided to Tang lion brand suits and shirts out of the development of the two traditional clothing narrow space for the further development of Ningbo garment industry and open up new territory.
There must be a retreat into the Tang into the lion brand Where do? This is torture, “Tang Lion” Master Wu Huijun’s one thing. “Correct positioning is a matter of business survival and development of strategic issues, and must adhere unswervingly to withstand temptation, that of a business and brand builder who is a painful process of understanding.” Wu Huijun so said.
Through a difficult comparison, “Tang Lion” China’s garment industry began to take a local brand name and striving hard way. Looking back 10 years, Wu Huijun always very pleased to say, “Tang lion” the greatest success is finding the right market positioning, in order to build mass-market the brand mission. “The economy develops, the more popular brands.” As Wu Huijun’s deep experience. 10 years, “Tang Lion” has been the most popular toward the simple, stylish brand onslaught.
“Retreat” from the traditional model, “into the” hit the virtual business
The new business model is the “Tang Lion” is another reason for the success.
“Tang lions” to bring innovation to the Ningbo garment industry is revolutionary: it imposed a virtual operation to rid itself of the traditional garment of high investment, high-risk, low efficiency of the old ways; its overall franchise form to maximize the role of social forces operate, let franchisees the best value. A sale of one billion, two billion yuan in the clothing business, often need to have at one billion yuan of fixed assets investment and thousands of employees, which often made a number of garment enterprises to carry a huge burden. “Don lion” after the traditional clothing business model, the through prudent and careful consideration, give up the production to plunge into the investment, focusing on an issue in the design and sales, to bidding up of production into the community, today’s “Don lion “, the annual sales of 1 billion yuan, but not more than 200 employees.
Meanwhile, after the establishment of garment production resources, “Tang lion” in the way sales of clothing using local expertise and operational superiority, full implementation of the franchising system, the use of social forces as soon as possible to expand market coverage. As the lion costumes Tang huge market potential, and now “Tang Lion” has been established in major cities over more than 1,000 stores (point).
Rong Juchuan young man retreated to the background to the foreground
“Don Lion” has a young team, more than 90% of people aged 25 or so, and to college graduates at the core. In deciphering the “Tang lions” the causes of the rise of success, Rong Juchuan particularly proud of is: the young and their constantly growing “retreat” back.
In “Don Lion” 10 years of business in Boyang only emerged as an investor, “Tang lions” of the creation, development, and the rise of all to Wu Huijun-centric business operations team, give full play to the young professional potential. Now, “Tang Lion” also like Bo Yang year investment, “Tang Lion”, began investing in new brands, such as IT-ISF4 (Ives), De * Mana, interest, etc. involved, and constantly create a good business for young people stage full of young professionals, great imagination and innovation.
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