How Did The Fashion Empire Build Up Ten Years After The Listing Of The Shares?

In September 25, 2009, the industry's first commercial casual men's dress concept was successfully launched on the Hongkong stock exchange and landed on the capital market. With the image of "the first men's wear brand in mainland China" to be listed on the stock market in Hongkong, it has been highly sought after by investors. The issue price was HK $3.9 per share and was 157 times oversubscribed.

Wang Liangxing, President and executive director of Li Lang, said at the launch ceremony: "today is an important milestone for Li Lang, symbolizing the development of China's men's clothing industry will usher in a new era. Li Lang has been striving to create a new trend and style of Chinese men's wear. We believe that the men's wear can be brought to people with a simple and simple way of life.

As the first mainland men's clothing brand listed in Hongkong, since then, Li Lang has opened the curtain of the ten years' brand equity innovation and upgrading of China's men's clothing. It has formulated the strategy of "upgrading quality and not raising prices", set up a fabric research institute, built a cultural and Creative Park, set up an international R & D design team, and launched a series of new "light fashion" products and original IP products.

    Brand awareness Awakening

The ten years' brand innovation and upgrading of Li Lang firmly grasped the window of China's continuous economic transformation and the iteration of the garment industry. The data is the best proof: revenue doubled from 1 billion 560 million in 2009 to 3 billion 170 million in 2018; the total dividend amount reached 4 billion 487 million Hong Kong dollars in ten years; a total of hundreds of millions of dollars in foreign donations, the most social responsibility of 2019 Hong Kong shares, the retail stores to 2670, the total area of 379900, and the Asian brand 500 and the big country brand.

In fact, Li Lang is one of the earliest manufacturers of brand awareness in Jinjiang garment manufacturers. First, starting from design, in 2001, Ji Wenbo, the top prize winner of the internationally renowned fashion designer and Chinese designer, won the Golden Lion Award, and served as the design consultant of the company. In 2007, he joined the lead designer as a full-time chief designer. The effect is obvious. In 2007, Li Lang represented China and even Asia's first fashion week in Milan. In the second year, it became the "Tokyo Fashion Week" stage in 2010. In 2010, it won the title of "the best seller brand in the Chinese market".

The second is celebrity endorsement. In March 28, 2002, when Chen Daoming's blockbuster hit the Beijing fashion show, the most real absurd scene appeared in the history of the development of the company: Leon franchisee jumped from more than 80 to more than 120. After more than 10 years of cooperation with Chen Daoming, and with the slogan of "simple but not simple", the commercial legend of Chinese men's wear was staged.

"Concentrate, professionalism, focus and specificity" to make good clothes.

On the day of the listing of Li Lang, Wang's three brothers set the goal of "concentrate, professionalism, focus and specificity" on clothing. In the past ten years, Li Lang has always been committed to the deep plowing of fashion men's wear. Cross border acquisitions and overseas acquisitions are among the hottest topics for fashion brands. But with all this, Wang Liangxing follows the pragmatic strategy as always.

"There are many alternative crossover, but learn to do subtraction. According to our current design and production capacity, it is very good to make the three hotspots of art, music and Chinese culture.

"If there is no suitable brand, overseas acquisitions are not too hasty. At present, the two series of the main brands and LESS IS MORE are very large in China.

Many are puzzled but few are bright. This is the interpretation of slogan and its philosophy of change. Along with this "four specialty" attitude in the field of continuous deep plowing, Li Lang has been a strong part of the Chinese garment industry.

Ten years of innovation and upgrading

The upgrading of business operation is based on the main brand plus light fashion dual track: Li Lang puts forward the strategy of "upgrading quality without raising prices", and strive to create an international menswear brand with design sense, fashion sense, quality sense, taste and highest cost performance. In 2016, we launched the "light fashion" series of products, advocating the "Jane fashion" style, providing high quality and high quality commuter products to meet the demand of 80/ 90's simple and fashionable improved clothing.

Supply chain upgrading and tamping the quality of clothing: Li Lang set up five li factory, set up footwear production line, set up fabric research institute, graded the plate making center, processing center and factory, from the source of yarn, fabric, printing and dyeing to later laboratory testing, supply chain technology innovation, better product innovation, tamping the product price performance and quality experience expectations.

Image upgrades and shapes the unique fashion culture: in 2011, the foundation of the Li Lang cultural and creative park was completed, and the new fashion office building was completed to carry out the fashion creativity. 2019 the brand new Lang Lang Park was about to be put into use, constantly upgrading the image of the terminal store, and introducing the seventh generation terminal image, opening a top-down fashion culture revolution.

Design innovation and upgrading, in order to create the original fashion as the core: in 2012, the establishment of international R & D team, R & D design talent of 390 people, the original product proportion of more than 70%. The original single product IP is launched, which includes all kinds of products, personalization, differentiation and meticulous development.

New retail upgrade, the construction of a full channel consumer experience: 2016 in the first half of the year, Li Lang set up an Internet Marketing Center, officially began to apply the Internet thinking to the retail shop terminal. Through the analysis of sales data and membership management system, the number of members reached 4 million. The number of shopping malls has increased to more than 600, and the terminal visual ecosystem has been built to integrate the product, scene, interactive experience and other diversified services to deepen the consumption experience.

In the ten years of listing, the brand upgrade of Li Lang is comprehensive. It includes not only the quality of clothing, but also the texture, taste, style, interaction and the younger group's higher requirements for quality. Li Lang focuses on making simple clothing products, and the pursuit of simplicity has extended beyond products. The landing of the brand upgrade is the full recognition of the fact that single products and technologies are difficult to maintain their vitality, and its strategy is to maintain the leading edge of products and further strengthen their various innovative products and service chains.

Reform has not been accomplished overnight, and it is always undergoing rapid iteration. As Wang Liangxing once said in an interview, "in this era of rapid change, a successful business model is out of date in almost three to five years, and transformation is just beginning."

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