Bo Yang, Tang Shi: Creating a strong brand for Chinese apparel and home textiles

Ten years ago, when some clothing brands in Ningbo were already well-known throughout the country, the “Tang Lion” brand has only just begun. “Bo Yang” Home Textiles has just moved toward some areas in China. At the stroke of a finger, 10 years later, many consumers across the country have used "Bo Yang" home textile products, and "Tang Lion" has become a "good friend" of young people. In the first half of this year, Boyang Group's home textile apparel merchandise sales reached 1.6 billion yuan, an increase of 55% over the same period of last year. Its development momentum is almost equal to some giants in the domestic apparel industry. Last week, Boyang Home Textiles and Tang Lions were rated as China's 500 Most Valuable Brands by the World Brand Lab with a brand value of 2.974 billion yuan and 2.764 billion yuan. This is the only company in the country that has selected two major brands. It is a double happiness.

At the end of June, the SHE singing group composed of three little girls in Taiwan went away. Another group of three people from Taiwan’s popular group “Fare Orchestra” flew in. “Tang Lion” had a new image spokesperson with a “Our Love the "flying Orchestra" that has rapidly become popular, and opened up a new space for the promotion of the "Tang Lion" brand. Behind this seemingly singing and jumping, in fact, there is a lot of painstaking efforts in creating the brand of Tang Lions decision-making.

Consumers believe that the Tang Shi brand's weakness from weak to strong is mainly the meaning of the Tang Shi brand. It is not just a new style and affordable price, but also the brand's “soul”. This is the brand story that is consistent with modern fashion culture. A Ms. Wang who works in a foreign-funded company in Ningbo city told the author that there are a lot of “hard-core consumers” of “Tang Shi” casual clothes in the company. They like the brand because of its fashion, its taste, and its image. Spokesperson's story is also quite a lot. No, when the orchestra arrived in Ningbo, many of their sisters flew to the Nanyuan Hotel to help the star.

Bo Yang has fully played its role as a spokesperson for the image. Since last year, Zhao Yazhi and SHE have frequently performed roadshows in major cities across the country. For example, the home textiles show of Hangzhou Gushan Sealing Press, the promotional activities of Tang Lion Artists, and the Boyang Forum have rapidly boosted the appeal of the Ningbo brand. The brand's own popularity and reputation. Similarly, in the retail terminal and various cultural marketing activities, the star's image is also inseparable.

In the first few years of its establishment, Bo Yang and Tang Shi also took the traditional road of sales. In recent years, Bo Yang Group has established a hypermarket that represents the brand image in the downtown area of ​​each regional city and controls the main channels of terminal sales. . At present, in the entire sales system, the percentage of franchised stores (marts) operating, cooperative management, and franchising is 40%, 30%, and 30%, respectively. Bo Yang's apparel and home textile brand cluster sales network has spread throughout major cities in the country, and its sales network has reached 2,000. It is understood that by 2007, Bo Yang will have 3,000 sales outlets, 10 large department stores, 100 hypermarkets, and a total business area of ​​600,000 square meters, making it the largest home textile apparel retailer in China.

According to the latest news, Boyang Group has settled in the prosperous area of ​​Yuyao City and cooperated with Changfa to build a large shopping mall with a business area of ​​16,000 square meters. In Nanchang Shengli Road Pedestrian Street, a large-scale theme clothing shopping mall with a business area of ​​10,000 square meters was also opened. In the mind of Chairman Ju Juchuan, he has made great strides from looms to counters, and later he has controlled the louder “speech right” of retail terminals.