Tiens upgrades brand strategy to meet global market

Tiens Group embraced a new brand strategy on Jan 28 to better meet the demands of targeted global consumers.

The plan was revealed at a Tiens Group launching convention at its headquarters in North China’s port city of Tianjin.

A multinational conglomerate, Tiens mainly operates in biotechnology, logistics, finance, property, international trade, retail, e-business, education and tourism.

With its business reaching over 190 countries, Tiens Group has set up branches in 110 countries and regions around the world, according to its official website.

“Informatization will be an irresistible trend in the global economic integration in 2018,” said Li Jinyuan, founder and chairman of Tiens Group, ahead of the launching convention.

“Tiens Group will use big data and cloud computing in the information era to innovate the ‘three networks in one, multi-network interaction’ theory,” he added.

When talking about the global layout of Tiens, Li said his company will be more culture-intensive with a strong Chinese cultural foundation.

Huang Jiazhen, senior director of the branding and international public relations department at Tiens, said the group has pinpointed its potential customers as females in their 30s after a period of market research and testing.

They are one of the vital forces in society, according to Huang.

The group started its brand new logo, Viand Ci, and rebranded its product packaging and website.

A new digital marketing strategy will be used in each section to provide friendly community interaction and marketing promotion, added Huang.

The conglomerate has established a long-term brand strategy with a slogan of "Harmony, Unity, Prosperity".