Has heard of the third floor of the White House Building, the first end of 2010, ushered in the end of 2010, the first positioning of lovers and parent-brand installed brand businesses - Tom Lily, also heard anecdotes Tom Lily brand owner Tu Zhengyin is a passionate boss, Brand-building has an extraordinary passion. After some brief talk, I can not help but lament the rise of China's clothing brand in the long road, there is a need to emerge more like Tu Zhengyin do not go unusual, long-term, focused, passionate, hard to confuse the national brands Family. Crevice market clever pioneering pioneering brand known as "the father of competitive strategy," said the management guru Michael Porter said: "The best battlefield is those competitors are not yet fully prepared, not yet adapted to the less competitive thin Sub-market. "In 2009, from full swing in the fun lingerie market," restless "fought in the country is still" virgin land "lovers loaded paternity market, Tu Zhengyin spotted the clothing market gap, with a firm brand dream, Bravely embarked on the "Tom Lily" brand new journey. Tu general introduction, in fact, Tom Lily as early as 2005 to apply for trademark registration, dormant for four years before finally completed the formal examination and approval process, officially and legally for their own. As a result, the brand only in the last two years brave enough to promote it. So cautious protection of intellectual property rights, but also see that he seriously conscientious brand. The reason why optimistic lovers wear parent-child loading market, because of its unique market entry point and a broad market space, couples, parents not only through clothing to connect the emotional well, give clothing life, and men's, women's and children's clothing market Can catch a clean sweep, lay a good foundation for the rich product line in the future, can be described as "a small niche market." Tu Zhengyin mustering strength from the outset, determined to lead the lovers loaded parenting brand. To this end he opened up called the most favorable conditions for joining: Free initial fee, zero deposit, foreign franchisees cash reimbursement of 12%, the first purchase is not set the number of set, open free bag, album, VIP , Advertising posters, joined the plaque, POP hanging flags, clothes racks, cartoon image gifts, season 100% exchange other styles, and even franchisees to develop a complete set of promotional programs. Tu Zhengyin surely knows how much business risk it needs to bear behind the heartbreaking conditions, but he understands that the new branding needs leveraging to speed up the regional distribution of brand names and expand the profile of the brand. At this stage, it is more important than the profitability to attract More insight to join the Tom Lily brand promotion team. In fact, Tom Lily online reputation and exposure is not small, thanks to Tu Zhengyin advanced online marketing awareness and innovative e-commerce development model. Search engine optimization rankings, is a common promotion of online marketing, but also recognized as very "burn money" part of most SMEs not only want to use but not to use, "Tom Lily" can do in Baidu, Google, Yahoo, Sogou And other well-known search sites are among the best, Web site traffic triggers, Baidu snapshots, keyword search and other skills, Tu has long been well versed in painting. In 2007, Tom Lily has opened its own flagship pat shop, has now risen crown, Taobao Mall, with the company's Alibaba 8 years of integrity through the Tom Lily couple loaded with a parent-child brand upgrade, To 2009 has successfully developed more than a thousand network agents. In order to enhance the brand in order to unify the price of the online and physical franchise stores, in 2010 the total decadent canceled hundreds of network sales price is not uniform shop, although sales are affected but retained the brand image also ensures the entity franchise stores interest! Tu total even with the young audience to mingle with the development of the Tom Lily couple QQ cartoon expression, much sought after by fashion clan, in the e-commerce on the road widening. In addition, Tu Zhengyin also made full use of the power of the media to integrate media resources such as vertical websites, newspapers, magazines, television and outdoor light boxes in the industry. By combining soft news and hard news with news reports, Tu Zhengyin skillfully increased the display channels of brands and individuals, Branding can be described everywhere. In the opposite direction, advertisers are playing "expensive". Tu Zhengyin likes to be unconventional. In particular, he mentioned that after Tom Lily's store covered a large enough market, he would consider increasing the publicity of outdoor advertisements while his propaganda Point, big difference with others, focus on a "expensive" word. He said that you are justified, he hopes through advertising, so that consumers can know what, Tom Lily series of products may be the best quality! Couples loaded parent-child products, but the price may also be more expensive products! First of all, it can arouse curiosity of consumers so that they will want to see how expensive they are. When they know it, they will find it is more expensive than similar products, but the quality is indeed quite good, thus improving their awareness and eliminating their The price of psychological barriers, so as to achieve all-round promotion of the brand, to stimulate consumer awareness of the brand positioning initiative, as well as enhance the business and consumer confidence in the product one stone three birds. Simultaneous introduction of lovers cartoon rich brand connotation In addition to do a good brand product quality of the main line, but also to ensure that the brand is unique, rich brand connotation. So, after giving the brand an easy-to-remember name - "Tom Lily", Tuzheng ingenuity led the team to design a pair of lovely couple cartoon lion - Tom and Lily. Couples cartoon come out simultaneously, not only to promote the brand culture immediate, but also enrich the product line, increase marketing channels, many times, this couple cartoon accessories has become an unexpected "promotion" magic, attracted a lot of fashionable couple's eye , For the physical store sales made its contribution. With a unique vision and a deep understanding of the brand culture, Tu total even started one step ahead of schedule and planned the production of an anime serial film for the Tom Lily couple cartoon to take precautions to maintain the brand's vivid vitality. Huiyuan Shi "White Horse" to form a brand together Tom Lily formally settled in the third floor of White Horse at the end of last year. Asked about the reason why he painted the white horse, he said that as we all know, the white horse is a good platform for the development of garment enterprises. It is a good brand incubator. Tom Lily is a brand that has the heart to do business. The market goes hand in hand. White cloth array, can effectively radiate the country, so that more merchants from all over the country to deepen the brand awareness of Tom Lily. At the beginning of the new year in 2011, Tom Lily won thirty white paper billboard positions, but also for the first time joined the ranks of the gold medal members of the White Horse clothing network, launched a powerful all-pervading propaganda, heavily increased brand exposure. Tu Zhengyin said that in the future will also actively participate in the marketing activities organized by the White Horse, powerful alliances to form a brand together. Tuzheng printed in life is a pursuit of lifestyle, he is a golf master, love gardening, wine tasting, photography, singing, or the Lions activists, enthusiastic about public welfare. He joked that some people said he was a young man looks like "Andy Lau," but in the brand was founded a few years, he put aside all personal interests and hobbies, bent on the expansion of the cause of the brand, quickly blossoming, directly from the "Andy" Upgraded to "Tung Chee Hwa." SMEs in order to have niche in the niche market, the first is the change in the concept of strategy can not always have the lucky fortune overnight, to abandon the traditional thinking of doing nothing, take the initiative, identify market positioning, to find and determine a Product or industry, and then long-term, specific, patiently operating and operating. In niche market segments, entrepreneurs need intensive endurance, just as Tu Zhengyin like hard skills, up and down martial arts brand. The national brand road is full of ruggedness, but we believe that under the leadership of James Tse, who is full of passion, Tom Lily will surely march forward with courage and determination.
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