Marketing Strategy of Tang Lion

Following the successive naming of Sina Sports and Sohu Sports by international apparel giants Nike and Adidas, Boyang Apparel Group has announced that its mainstream casual brand Tang Lion will be involved in naming portals and launching the "Tang Lion - Tencent Entertainment Channel" in cooperation with Internet service provider Tencent. Tencent Entertainment Channel".

This move was made without warning, held in March at the China International Clothing and Apparel Expo, Boyang Group also sent its four brands, including Tang Lion, spending nearly 300 million yuan, with a luxury lineup of collective appearances, but did not mention the title of the matter.

A month later, Tang Li alone launched the title "Tencent Entertainment Channel" online marketing activities, and now think about it, this move is also a real proof of the brand to seek "secondary enhancement" of the unique choice.

Tangshi as a local brand, Tangshi into the casual clothing industry for more than 10 years, chose a simple, fashionable brand image. However, with the change in consumer orientation after 90, Tang Lion once again set its own advantage in fashionable and personalized.　　In 2007, Tang Lion put forward the concept of "secondary enhancement", that is, in terms of store image design, more prominent clothing display with the series of fashion and personalization of the store space, so that the brand personality is more mature and distinctive. Now it seems that the implementation of the concept of "secondary enhancement" has taken shape.

Tangshi joined hands with Tencent, is the face of the apparel field many "light company" rise, the domestic traditional clothing brands to start the local online marketing strategy of a force, but also its own brand Internet "secondary enhancement of the" layout of an important step. From the earliest fashion entertainment marketing, to the current interactive marketing, with the subtle changes in the consumer groups, Tang Lion's marketing strategy can be said to have kept up with the synchronization. From 2007, Tang Lion's brand promotion platform extended to the network and other new media.　　Industry insiders told reporters: "At present, clothing sales on Taobao have been very successful. Moreover, PPG Visit PPG official website, Vancl Visit Vancl website Oleano and other modern 'light companies' relying on network marketing continue to appear, so that China's traditional clothing industry has also opened its eyes to the prospects for the development of interactive marketing on the Internet."

In fact, Tang Lion has experimented with online interactive marketing many times before.

For example, Tang Li previously opened its brand theme website, including "Tang Li Forum", "Tang Li shadow painting" and other interactive platforms, received good results.

Additionally, from the end of 2007 to the beginning of 2008, Tang Lion launched the theme of "Three Wishes" on the Internet, which lasted for four weeks and involved nearly 1 million people, greatly exceeding the expectations of the event organizers.

From this point of view, Tang Lion's big launch seems to be better understood. "The title Tencent entertainment channel is only an opportunity to cooperate with Tencent, Tang Lion according to the brand promotion plan throughout the year, there will be a series of network interactive marketing and Tencent to achieve more in-depth cooperation." Tang lion brand responsible person said.　　In terms of network advertising cooperation object, compared with other portals mainly choose the status quo of multinational enterprises, Tencent's main advertisers are domestic enterprises, and the youth of its users and localization of positioning in line.

Analysts pointed out that for domestic enterprises Tang Lion, Tencent's online platform has a large number of users that other competitors can hardly surpass, as well as a high degree of media stickiness, coupled with the combination of marketing with the network has more contact points and interactivity, specializing in domestic users will be more significant.