Lean Management In TIENS Brand Building

TiENS President Li Jinyuan advanceed the strategic concept of "operational thinking, lean management and service" in 2009 Work Guidelines of TIENS Group and recommended the peried between Aug. 3 2009 - 2010 as the "Year of Lean Management". Lean Management is one of the most heated topics around the world. To achieve TIENS ranking in the fortune 500 list, lean management is emphasized as the critical determinant of business success, perhaps more important than "hardware" facilities. While most chinese enterprises are still trapped in the extensive business mode, President Li emphazised the very significance of lean management with great foresight as the core foundation to gain competitive strength, self-transcendence and to ensure stable future development.

To carry out lean management, corporate brand, as the soul of enterprises, must be refined. Lu Xun the great chinese literateur says, "The more national, the more global" , but we can not ignore "the more global, the more national" point of view in brand building. The Coca-cola and McDonald's in the United States, Mercedez-Benz and BMW in Germany, Evian and Brandy in France, Sony and Panasonic in Japan, as well as Vodka in Russia are all national brand which have already fulfilled th leap from th national to global without weakening their national features.

"China has world-class products, but no world-class brand." That is exactly th awkward circumstances China is facing on its way of brand internationalization. Brand management requires for international view and the concept of globalization.

Combining the briliant five-thousand-year Chinese health civilization with the modern 21st century high tech bio-technology, Tiens Group is responsible for promoting TIENS brand to the world. To complete it, lean management is the essential and indispersable companion.

Then how to implement lean mangament in TIENS brand building?

Let's take the Japanese stadardized egg-boiling process for example. Make sure you have the exact sized container of 4 cm in leight width and height. Put the egg in it, fill it with 50 ml water, turn on your gas stove and make the water come to full boil in 1 minute. Turn off the gas stove after 3 minutes. Do not remove the egg from the remaining heat until another 3 minutes. Then drain hote water and replace it with cold water. Let the egg cool for 3 minutes. In this way you can make a perfect egg and save 4/5 water and 2/3 heat. From th eabove process we can see the three key measurements of lean management: detail, professionalism and scientific datamation.

As to brand building, the key is dissemination and the main approaches are advertising, public relations and public reputation. Let's make some detail analysis on dissemination methods in accordance with lean principle. For example, in Indonesia, some specialists are invited to the Indonesian Television Programs to talk about health and TIENS as health consultants; in Kazakstan, the ex-director of Ministry of Health openly appraised TIENS products and business mode on TV. Such kind of promotions bring TIENS high reputation and enormous attractions. We can see that the media is a beneficial way in promotion for its broad visual influence. In this regard, we assess the differentiated cost of newspaper and TV in various countries, and the choose the right one to enhance TIENS brand image. Meanwhile, pay attention to public relation to advance local credibility and reputation.

Spelicalists build special brand. That's what TIENS has done as follows:

In 2005, TIENS set up its mission and vison with well known consulting firm Roland Berger. In 2006, TIENS outlined its brand stratergy with cooperation of DMG, a 4A advertising company; then shaped its VI system with Enterprise IG. TIENS had its corporation image ad, in which displayed the brand core "one world, one family", and brand slogan "together we share" . In 2008 TIENS PORTAL website cooperated with Interwoven (USA), with TeamSite as the technical core, developed TIENS CMS system covering 110 national branch websites. In 2009 TIENS will appoint a world-renowned superstar with high influence and crdibility as its coporate spokesman, which will significantly enhance TIENS brand image...

TIENS has also got some measureable gains demonstrated in figures, such as:

6 business brands: TIENS direct selling company, BannerStore, Tstar Travel Agency, Tiens Biotech Group USA Inc, TIENS college, TIENS International Business College.

4 Product categories: Health care, health apparatus, beauty care, home care.

With the above excellent achievements, TIENS was ranked No.1 among Tianjin companies and among health industries on the Top 500 Value Brands in China 2008 released by World Brand Laboratory (WBL)

To shape TIENS brand with lean management should be the resposibility and routine work of all Tiensers. Presidnet Li Jinyuan remarked: "Hand in hand, you are an indispensable part of TIENS brand; Shoulder to shoulder, TIENS brand is marvelous for you" Wish all Tiensers will be arm in arm, taking "operational thinking, lean management and service" as th eguilding concept, upholding the brand image as our sacred duty, and contributing to make TIENS a prime world-renowned brand.