Zhou Longqing’s earlier career work · Not a current SimpleMkt client project
Tonlion: 30th Anniversary Marketing Plan
View original slides in Chinese ↓The brief
The 30th anniversary proposal asked how Tonlion could renew its relevance to a new generation while building on its connection with school and campus life. The planning document, dated July 2024, set out a campaign calendar from December 2024 through December 2025.
Zhou Longqing contributed to the annual marketing plan and youth-culture strategy as a strategy consultant.
The central idea
The proposal used a recurring theme of youth across time to connect seasonal campaigns. A group of celebrities and creators from different generations would give that theme a recognizable cast, while research into youth culture would inform the brand's content and collaborations.
The positioning emphasized respect for contemporary youth culture and clothing for real situations in young people's lives.
Channels and experiences
- Bilibili: Combine platform partnerships, professionally produced content and creator participation to move from discovery toward brand familiarity.
- Xiaohongshu: Participate across the main campaign moments, supported by Bilibili and Douyin.
- Cities and travel: Link six cities—Hangzhou, Wuhan, Hefei, Weihai, Nanjing and Harbin—with youth markets, travel and fashion experiences.
The proposed calendar
- December 2024–March 2025: New Year wishes, campus creator events, seasonal clothing and participatory activities.
- March–July 2025: Celebrity announcements, fashion events, Youth Day and collaborative design activities.
- August–October 2025: Island and coastal-city experiences, treasure hunts, fashion presentations and youth markets.
- October–December 2025: Space- and aurora-inspired fashion, a proposed satellite naming concept and technology-themed exhibitions.
What the work demonstrates
The deliverable was an integrated campaign proposal: one brand story translated into channel roles, recurring personalities, city experiences and a seasonal calendar. The activations described here belong to the proposed scope; the source does not provide measured campaign results.
Original project slides
These slides are from the original Chinese presentation. The English overview above explains the brief, approach and project figures.
