Economic Boom: Four Major Reforms In The Men's Clothing, Aiming At The New Generation Market

In the past, consumers heard

Most of you will think of the inherent impression of black-and-white, simple, steady and high-grade.

It has long been labelled as "business casual" label, and because of its "low profile and introverted" personality in the bone marrow of Minnan people, with its "quality" touches people's business philosophy, it seems a little "silent" in the wave of commercial brand upgrading in recent years.

In fact, as China

The forerunner's real estate has changed dramatically.

In recent days, sponsored by the authoritative brand evaluation agency Asiabrand, China Asia Economic Development Association, China Cultural Industry Association, the General Chamber of Commerce, the Hongkong international investment Federation, the Asia Pacific satellite TV and the Macao Commercial Daily and other units jointly sponsored the "thirteenth Asian brand event". Li Lang won the "China clothing innovation brand value 100 strong" and "2018 Hong Kong stock brand value 100 strong" double awards.

Asian brand celebration, known as the Asian brand "annual Oscar" reputation, is the best stage for interpreting Asian brand value and shaping the international image of Asian brands.

Li Lang can stand out from many international brands, proving that it has good influence, excellent product innovation and strong market recognition.

As a nation

The forerunner of the brand, Li Lang, has ploughed men's wear market for 31 years.

Taking the consumer's individual needs as the yardstick, timely adjust the development strategy, from product upgrading to strategic layout, and make a strong attack on precise development.

Launch the light fashion LESS IS MORE series targeting consumer groups aged 20 to 35; open up footwear production lines and create a whole category matrix including underwear, socks, ornaments, or introduce black technology to create a unique "slippery slope".

To attract the top designers in the world to join in more fashion trend elements, or to experience the replacement of store decoration styles under the evolution of scenes.

This veteran men's wear enterprise has always brought multiple surprises to consumers.

Black technology to help new product experience

Unlike other brands, Li Lang focuses on the new generation of consumer groups, and launches a strong fashion LESS IS MORE series, with unique IP positioning to avoid homogenization competition and seize the young fashion men's wear market.

This autumn, the company launched a brand new "1s single handed quick release T-shirt".

Ultrafine modal fiber blended fabric, selected from European shrubbery, made of wood pulp, blended with environmental protection technology, re organized the internal fiber structure, while ensuring the wearing of dry and stylish, while giving the new era consumers the "lazy" personality pursuit.

Pure natural plant fiber material has better slippery soft touch than ordinary cotton fabric, and it can also be applied to sensitive skin.

Li Lang conveyed a new fashion proposition: let dressing become a more advanced enjoyment.

In addition to the use of high-tech materials, the T-shirt is more concise and fashion oriented.

High quality hang feeling, wrinkle resistant and no pilling, with "heavy spirit not heavy shape" design concept, help men complete the "fashionable and proper" fashion deduction.

What is worth mentioning is that it takes only one second for a single hand to pick up or take off.

The improved application of these black IP depends on the deep ploughing of the industrial chain.

As a leading national fabric research and development center and a national fabric testing center, we have built a complete ecological original system from the yarn, fabric, printing and dyeing, patterning, and laboratory testing.

In the publicity campaign, Li Lang also has a unique style. Young consumers are deeply involved in the way of communication. They subvert a group of short videos that are very attractive to men.

"Li Lang is too naughty" has become a consistent response from consumers.

Color collision hundred people design team meet

In fact, there are traces of the change in the design of the company.

Lelan light fashion LESS IS MORE invites internationally renowned design teams to operate.

On the basis of the simple design of the main brand "LILANZ", with the concept of "innovation" and the integration of various color elements, a fashionable young dress experience is created to penetrate into the interior of young consumers.

In August 16th, in the new spring and summer conference in 2019, Li Lang launched the "Mexico" theme of pparent shirts, colorful paintings, making the garments more vivid in color.

Sunny beach palm leaf is the "holiday series" of elements. The simple design is equipped with neutral colors such as lotus root powder, bean green, khaki and so on. A fresh and elegant holiday wind comes to us.

Not only for this, but also for the exploding hot summer engine, at the press conference, lelan also used the black, white, red and yellow racing system as a breakthrough. With the classic black and white, a casual sport style, the spirit of the "pursuit of endless" racing car was full of spirit.

Throughout the recent two years of clothing, we will find that all kinds of fashionable fabrics and patterns appear in turn, with a long sports sense, a casual T-shirt, a simple outline and subtle colors, which highlight the fashion of design.

At the same time, 35 teams from the international design team, 125 from the domestic design team, 200 from the print technology research group, and 50 from the fabric research engineer, have become excellent "intermediate forces" in the pformation of the era.

New footwear product line retail category matrix richer

With the increasing demand for shopping in China, the company will launch a new shoe production line in 2019.

Create a one-stop shopping style image and strive to tap the blue ocean in the field of men's wear.

With the integration of structural mechanics, high elastic shock absorption and antiskid glue surface engineering, Li Lang adopted the design of the bare foot, and fitted the foot version design. The shoes are not only light weight, but also have permeability and softness.

In the face of boredom of single color, Li Lang used "spring and summer to publicize, and autumn and winter to be lively" as the concept of footwear design.

In addition, Li Lang also incorporated art elements such as illustrations, graffiti and music into the design of shoes. At the same time, ribbons, cords and rivets were used as additional protective layers and vamp decorative elements, which appeared on the surface of sports shoes and leather shoes.

The visual impact of fashion, the personalized terminal image, and the new ideas for the fashion of Lee Lang shoes.

Whether it's a series of sports shoes, printing series, light luxury shoes series, and electric show series, even the tough "Daddy shoes" or "simple sandals" are full of street design.

Most importantly, the price of shoes is not expensive.

The product structure of high performance price ratio makes Li Lang more attractive in the commercial market.

With the brand new "shoe industry" production line officially put into operation in 2019, the company has pformed into a three dimensional, whole class matrix with LILANZ, LESS IS MORE, underwear, socks, ornaments and footwear.

Upgrading of brand image and upgrading of space scene

The successful operation of a brand, in addition to relying on brand continuous production of quality goods, must also produce stickiness with customers, export high-quality scenes experience, interact with fans, and adjust more abundant store structure in time according to market changes.

Entering the LESS IS MORE, we will find that the overall store style is more vivid and lively to improve the publicity effect of the store image.

The space design of the big bay, the three-dimensional glass line, the black and white main color collocation, the wooden structure border, around the "comfortable and comfortable" philosophy of design, giving consumers different visual impact.

Not only here, LILANZ, who occupies the main brand of the second half of the city, has also changed face to face. From the traditional process, it has been applied to the door of the whole space.

By upgrading the image of the store image, Li Lang gives consumers a new impression.

In the sixth generation of decoration style to start again, Li Lang has grabbed the minds of consumers.

In 2017, Li Lang has completed renovation or upgrading of more than 400 stores.

Among them, shops located in a second tier city have all adopted the latest sixth generation shop decoration.

He has multiple weapons and is confident of expansion and improvement.

As of June 30, 2018, Li Lang has signed into 562 shopping centers, and light fashion LESS IS MORE has also launched 154 rapidly.

I have to admit that since the overall upgrading of brand image and the further optimization of channels, it has changed from traditional men's clothing to fashion brand operators of "fashion" and "taste".

At present, the 90's have become the main consumer groups. The future strength of the 00 generation can not be underestimated. This young man born in the Internet age has more independent personality and fashion aesthetic attitude.

Whether it is the IP image, original design or scene upgrading, Li Lang has been a perfect representative of the consumer mind in meeting the diverse needs of consumers and ultimately forming a differentiation, and has become a model representative of the brand men's competitive learning.

Because it is well aware that an enterprise can only tide over the tide only by keeping pace with the times.

Accurate grasp and rapid adjustment of market trend can make the brand value of the times.

In the interim results in 2018, the company's revenue increased 26.5% to 1 billion 293 million yuan in the first half of the year, and its operating profit increased 28.6% to 380 million yuan.

Looking forward to the second half of the year, the company will continue to push ahead with the goal of opening more than 200 stores a year as planned.

Whether it's the main LILANZ or the light fashion LESS IS MORE, shopping center will be the first choice as long as it is laid out in the potential market area.