Goldlion

金利来

Goldlion is a brand originating from Hong Kong, China, founded by the well-known patriotic figure and philanthropist Dr. Tsang Hin-chi. Its range of products (and goods using the rights to the brand) includes men’s business suits, casual wear, underwear, sweaters, leather goods, leather shoes, and other clothing and apparel products.

The Goldlion trademark was designed by Dr. Tsang Hin-chi, the founder of the company, and consists of a trademark design, the English term “goldlion,” and the Chinese term “金利来.”

The Goldlion brand was founded by Dr. Tsang Hin-chi in Hong Kong in 1968, initially starting as a family workshop manufacturing ties. Over half a century, Goldlion’s business expanded from handmade tie manufacturing to a full range of men’s high-end clothing and apparel products, including ready-to-wear, shoes, leather goods, accessories, and more. In 1984, Goldlion products began to enter the mainland Chinese market. Over more than a decade of continuous innovation in the Chinese market, Goldlion has successfully established the iconic “Goldlion” brand. The tagline “Goldlion – A Man’s World” is well-known throughout China, and the brand’s influence remains strong and enduring.

Facing the challenges of the 21st century, Goldlion is striving to create an international major brand. The brand is vigorously advancing the restructuring of its brand image, encompassing product innovation, market image, and brand culture, achieving a new leap in strategic development for the company. On one hand, the Goldlion men’s apparel brand adheres to the philosophy of classic and innovation, and the brand image is moving towards a younger, more fashionable direction. To meet the modern trend of emphasizing lifestyle and advocating a relaxed, leisurely, and harmonious way of life, in line with the popular trend of casualization in the international clothing market in recent years, Goldlion has introduced the concept of a more lifestyle-oriented, parent-friendly, and fashionable “new formalwear” in the “man’s world.”

Simultaneously, through deep collaboration with international professional design institutions, fabric research institutions in Europe, Japan, South Korea, and other countries, and leveraging the application of fashion technology, the Goldlion brand boldly innovates in style, fabric, color, and design, providing creatively endless fashionable new products. Among these, the three major series infused with international fashion elements such as classics, urban life, and travel are particularly popular and are loved by the majority of white-collar and successful individuals.

On the other hand, the Goldlion brand is actively implementing the MD (Merchandise Planning) and VMD (Visual Merchandising) systems, achieving leaps in product design and development, as well as in terminal and brand image.

Goldlion aims to create an international major brand, advancing brand innovation development strategies from product innovation, market image to brand culture. Today, Goldlion is continuously pursuing the spirit of pursuing excellence and the concept of continuous innovation and change, creating a new Goldlion that is younger, more fashionable, and more dynamic, achieving the sustainable, stable, and high-speed development of the enterprise and the brand.

With the arrival of the information age and the rapid development of science and technology, it is rare to find significant differences among similar products on the shelves. They are hardly distinguishable in terms of quality, color, variety, etc., making it difficult for consumers to distinguish the quality of products. Instead, they are more inclined to follow the trend and buy based on recognized brand names. Merchants relying solely on high-quality and reasonably priced products and sales prowess evidently find it difficult to stand out and dominate the competition. The image power of enterprises and brands is beginning to emerge as the main means of competition; this is the advent of the “image marketing” era.

By rooting the excellent image of Goldlion in consumers and the general public, relying on the long-term effect of image power, and dominating their purchasing behavior. The goal of Goldlion’s image-based business is to shape a good corporate image, an honest business image, and an outstanding brand image among the general public and consumers. Goldlion strives to create an atmosphere that is enough to make consumers feel a sense of pride, nobility, and enjoyment when purchasing Goldlion products. The product image, business image, and corporate image reflected in this feeling are precisely what our CI experts study as brand personality or distinctiveness, uniqueness, and the consensus of the masses.

The market positioning of Goldlion products mainly targets successful, mature gentlemen, with a focus on the white-collar class in the office. Perhaps for this reason, the Goldlion brand attracts the pursuit of people from various levels. The establishment of the Goldlion brand image and business image is also related to price positioning, advertising strategy, specialty store image, etc.

The establishment of Goldlion’s brand culture is embedded in the philosophy of the operator, the appearance design and packaging of the product, emotionally rich advertising language, and the cultural atmosphere in promotional activities.

It should be said that the cultural foundation of the Goldlion brand, from the beginning to the end of Mr. Tsang Hin-chi, the founder’s adherence to the “diligence and honesty” business philosophy, has left a profound mark of the excellent cultural tradition of the Chinese nation. Diligence can make up for clumsiness, thrift can protect the industry, and only sincerity and trust are the fundamental basis for long-term trust of consumers, enabling Goldlion to achieve sustainable operation and create the foundation of a famous brand.

The business philosophy of “sincerity” and “trust” of Goldlion’s business philosophy is mainly reflected in the adherence of Mr. Tsang Hin-chi to the business ethics of “not doing deceptive business” for many years. It is specifically reflected in the pursuit of quality and excellence in the product, meticulous attention to detail. Goldlion always gives consumers confidence that buying Goldlion products means enjoying superior and exquisite products.

Best-selling Products from the Goldlion Brand：