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.

Li Jinyuan, founder and chairman of Tiens Group, speaks at the convention. [Photo/provided to chinadaily.com.cn]

"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.

Huang Jiazhen, senior director of the branding and international public relations department, reveals the new brand strategy of Tiens. [Photo/provided to chinadaily.com.cn]

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

The group started itsbrand 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".