Essay "Li Lang"

After the 2008 Olympic Games, the sporting goods industry entered the stage of white hot competition, and the other industry - men's clothing also followed closely. There are several phenomena that can be briefly explained. First, new brands continue to emerge, including Persian men's wear, pine Eagle Men's wear, rich birds' men's wear and four Hailong. Among them, several brands of advertisements are frequently appearing in China's most influential CCTV. Among them, bosien Menswear, which is supported by strong parent company (bostar), is most conspicuous, and the young and popular idol "Lee Hom + TV advertisement" has been vigorously promoted, so that the brand sales terminal is spreading rapidly everywhere. Second, a number of men's clothing enterprises seek to enter the capital market. In the 08 year, the strong fighter completed the share reform. In the same year, several other leading domestic men's clothing enterprises in Fujian listed their eyes on Hongkong. Thirdly, the challenges of online sales to traditional men's clothing enterprises, such as PPG and "costumes", were rising. The network sales channel has saved the high store rent (avoiding the traditional terminal store competition), can provide convenient services anytime and anywhere; young people occupy an important proportion in the network consumption, they are the future of the enterprise, and with the increasing popularity of the Internet in China, the online sales clothing enterprises seem promising. Fourthly, young men's clothing has been on the offensive. Young fashion men's clothing such as JACK&JONES, GXG and so on are attracted by more and more young men. YOUNGOR and Shanshan are also the protagonists of this article. They can't wait to launch new brands such as G&Y, S2 and L2. Among them, JACK&JONES has long occupied the famous network sales platform -- Taobao men's sales champion.

In the domestic men's wear market, a number of national famous brands such as YOUNGOR, Shanshan, reporting birds, Luo Meng, Pao Luo Cheng, seven wolves, Li Lang globrand.com, Jin Ba, Qipai, nine Mu Wang, Dayang creation, Lopez, tiger capital, Taiping bird and so on, have launched fierce competition. Among them, YOUNGOR, Shanshan, good bird, Dayang creation, seven wolves and other early completion of the listing project, the strength of the enterprise. There is no mention of the international men's wear brands that have been pushing forward and trying to take root in the Chinese market.

How does the hero of this article live in this red sea and play a role in the Chinese men's wear market?

The "Li Lang" brand has three labels. This is also a few "conditioned reflexes" that consumers hear after Lee Lang, Chen Daoming, business men's clothing, and "simple but not simple". In 1990, the three brothers of Jinjiang began to engage in men's clothing production and wholesale business. In that era of scarce materials, Wang brothers successfully completed the primitive accumulation, and the easy money making day lasted until 1996. At the beginning of 97 years, because of the change of market and industry environment, Li Lang failed to catch up with the pace in time and fell into the situation of sales growth and profit decline. In 2001, Chen Daoming, a well-known temperament actor (performance artist), entered the field of Li Lang's vision, plus the packaging of the concept of "business casual". What's more surprising is that he shouted "simple but not simple" in TVC. Li Lang is not far from Anta. The latter is the leader of the domestic sporting goods industry. Based on its brand strategy of "star + CCTV" launched in 99, the author reasoned that he was inspired by the latter.

Since then, Mr. Chen Daoming's personal influence has steadily increased, and the rise of the brand has brought about a close association between the two. Lelan pioneered "business casual", playing the "commercial men's clothing" successfully, creating the concept of success and getting the love of consumers. What is unbelievable is that in the advertisement, "simple and not simple", transparent and philosophic ideas have touched the consumers and become the core value of the brand.

If the above "tactics" led to the rapid rise of Leon, then it would be successful in 2009 to make her move towards standardized, systematic management and achieve great leap forward. In another round of fashion market for men's clothing companies, Li Lang has taken the lead and expanded its leading edge, playing an important role in China's men's wear industry. In 2007, Li Lang began preparations for listing in Hongkong. In July of 08, Li Lang successfully passed the hearing of the stock exchange. After that, the listing process was postponed due to the financial crisis. In September 2009, Li Lang successfully listed in Hongkong, with a net profit of HK $1 billion 70 million. The listed fundraising company made it ready for the Chinese men's clothing industry to enter the era of intense competition and laid the foundation for the rapid expansion of its sales terminals and businesses.

However, the author has some different views on the recent brand management and new business expansion of "Li Lang".

Inheritance and accumulation of brand core value

The above title should be like this: do not frequently change the brand theme.

To become a strong brand, a brand with great influence, the continuation and accumulation of its core value (idea and proposition) is one of the important rules of brand management.

Around April 2009, in the CCTV (news channel), Li Lang launched the new advertising film "the world without boundaries" (15 second edition, which the official official called "the heart of the road"). There are only 8 words in the film: the world is boundless and the heart is content. The author's question came, because I did not see the word "simple". If you want to know the importance of "simple but not simple" to the brand and the company of Baidu, we can see that the first search result is "simple but not easy," you know.

The world is boundless and the heart is content. It is a very beautiful realm. With the boundless seaside, it is no problem to express the image or idea of a man's brand. From copywriting and scenes, it is easy for the audience to think of being broad and tolerant. "What is wider than the sea is men's bosom". But unlike the two, it has a core idea or value that is "simple and not simple" and should be inherited in advertising.

The surging waves, seagulls, shipwrecks, seaside, hero, playful children, plus the narration of "the world's boundless heart is tolerant" constitutes the whole content of this TV advertisement. So the audience, including the author himself, is easy to believe that the narration of those 8 words has become the new brand idea of Li Lang and is difficult to associate with "simplicity". If the company launches a new advertisement this year and a new copy appears, it will be "off and on". The consumer is actually very simple, and in such a short time of television advertising, please convey the content that the advertisement wants to convey to the consumers directly and frankly, do not engage in too much "creativity, imagination", and consumers can associate with each other, and the result is all kinds of tricks. From this point of view, the brand promotion of sporting goods companies will do better. You can often hear the concept of continuous use of the brand in the last part of advertising at different times, such as Lining's - everything is possible and Anta's never stop.

The author's impression of "the world's boundless" advertisement is only this 15 second advertisement.

In fact, in September 2009 or so, CCTV2 launched the 30 second version of "the world without borders".

What is simplicity?

Simplicity means giving up and gaining more.

True simplicity

Not only let us return to innocence

Let us feel inclusive.

There is no Rong Zerong in the world.

This shows us a few words of TVC, which have the spirit of Li Lang, which perfectly expresses or conveys the brand spirit of the more than 40. The advertising film interprets the "simplicity", abandoning it means decreasing, abandoning the expression of simplicity (Chen Shixin's work), and using the harvest to "comfort" and abandon it, and has an ancient "willing" idea in China, which can convince the audience. Since then, the advertising film has introduced "simplicity" to return to innocence, tolerance and exaggeration. As long as it is simple to bring things out, no matter what comes out behind it, because the audience has seen the simplicity.

Before reading the ads, readers may have the impression that an advertisement, the global brand network, has been discovered for a while. The later version is a short version (for example, 10 seconds, 5 seconds). But if you have read the advertisement before, then with this "appearance", the original face painting basically appears again in your mind. This strategy, in short, is "before and after the short". The advantage for advertisers is that they can get almost the same effect with less cost. What is surprising is that after the first 15 seconds of the ad, and the advertisement that could not pass the branding spirit, Li Lang put in the 30 second version of the brand spirit.

We can know some other stories through the advertisement appreciation of the brand website. After watching the 1 minute advertisement, you can understand everything. The picture is excellent, fluent, artistic conception is beautiful, plus a spiritual copy, it makes my author very fond of it. The following is a complete copy:

What is simplicity?

Simplicity is the abandonment and the harvest.

True simplicity not only helps us return to innocence.

Let us feel inclusive.

Your heart is simple.

Or inclusive of the world?

Where will it lead you?

The world is boundless and the heart is content.

This allows the author to reflect LV's 90 second ad - what is travel?

Objectively speaking, Li Lang's "heart" advertisement has the standard of "blockbuster", and more importantly, it conveys the brand concept of "simplicity". The inheritance and accumulation of the core value of the brand is obviously done by Li Lang, but the intercepted version and length of the advertisement make the originally perfect advertisement fail to play its due strength.
 

Back to the 15 second advertisement, though the advertising time is very limited, the ad should be accompanied by a simpler copy.

What is simplicity?

Simplicity is abandonment.

It is tolerance.

The world is boundless and tolerant.

With these 20 words, this advertisement is interpreting "simplicity", and advertising has the soul. Of course, if it is really limited to space, even if it only hits a sentence, "what is simplicity?" Ask a question, let the consumer Kizumi Toshiro's "simplicity", and let the audience to carefully interpret or savor the relationship between "simplicity" and "the world's boundless mind."

After simplicity

Besides advertising, there are two small problems related to the above TVC.

First, is the mood and tonality of advertisements really what consumers really expect? The artistic conception of advertisement is very beautiful, and the copywriting is refined and fascinating. It can be said that these wonderful scenes have "impressions" in the minds of most of us. However, beautiful scenes and artistic conception are people like, but not necessarily men, especially elite men.

What do men really expect? The writer is not good, but there are several words that they are looking forward to, such as success, achievement and power. From this point of view, the world's unbounded advertising film is too quiet and pure. The author's suggestion is the scene of success and achievement brought out by the simple philosophy of life (Chen Shi Xin's works). I believe that those who like the concept of business men's clothing often associate these wonderful moments. The successful scene is handed over to the advertising agency for creativity.

Second, more ways to express "simplicity". "Simplicity and not simplicity" is the core value of the brand. If the company can make it a philosophy of life through effective publicity and "consumer education", the brand will have a strong appeal. For example, through short sentences, LESS IS MORE can be conveyed forcefully (less is more); with more similar sentences and appropriate scenes, the effect will be good.

Using sentences, you can look for stories. In order to avoid persecution, Einstein emigrated to the United States. Princeton University hired him at that time with a maximum salary of $16000. He only needs 3000 dollars. "Unnecessary property is a stumbling block to life. Simple life is the driving force for my creation. In the following sentence, "simple life is good for our body and spirit." There are stories, wonderful sentences, very convincing, plus the height of the characters, and no fee for endorsement.

Marching into leather shoes business

Li Lang did not enter the leather shoes industry. As everyone knows, after the listing, Li Lang launched a new brand L2.

From the public information, we can learn that one of the main uses of listing funds is the introduction of a new brand L2. The brand is mainly located in a mature and stable consumer group. The age group is mainly 30-50 years old, and 20 to 30 years old group appears blank. In November last year, Wang Dongxing, chairman of Hongkong, said in an interview with the media in Hongkong about L2, "the group will invest about 150 million yuan in its brand name for young people, and the L2 product will be launched in the mainland in July next year, with more than 100 stores next year, most of which will be franchised stores." Referring to the positioning of L2, Wang said that the main target is young people who have just graduated from universities. The price of the products will not be too high. The casual clothes will be about 500-600 yuan, while the trousers will be about 300 yuan.

In August last year, Leon lightning signed Hongkong's popular movie star Daniel Wu. It is reported that L2 has an independent sales channel, and the outdoor advertisement with Wu as the main image has been hung out early at the Xiamen Xiamen expressway.

Basically, no investor will doubt the future of L2, because he has many years of experience in clothing R & D, manufacturing, retailing and brand management. A company with relatively high and medium end brands will be persuasive and easily accepted by consumers. With the development of the industry and the intensification of market competition, the market of men's clothing industry will be further subdivided, and the income of different groups of consumers will be satisfied with different brands. The strategic direction is no problem. On the other hand, young men's clothing is showing an upward trend in recent years, and L2's early entry is also very early.

Nevertheless, I still believe that the development of leather shoes business will be better.

Assuming that the company launches leather shoes with "Li Lang" as its brand, it means that the shoe industry has another famous brand. After years of brand accumulation, under the active dissemination of Mr. Chen Daoming, a spokesman for CCTV and spokesperson, "Lelang" brand is very well-known in China's men's wear industry. Only two steps (or three steps) must be taken by Li Lang. One of them is to find a number of high-quality and strong leather shoes to replace the industry and commerce.

Brand extension (the author recommends "close extension", that is, to extend to the field which is very close to the original business) has many benefits. First of all, as mentioned above, a famous brand (in leather shoes) has been changed in disguise; second, it can further enhance the popularity of "Li Lang"; more consumers are exposed to "Li Lang" products, more stores; third, the "linkage effect" of brand promotion, advertising, clothing and leather shoes, two businesses will benefit from the seven wolves clothing has greatly benefited from the advertisement of seven wolves cigarettes (Chen Shixin's works). Extending from men's clothing to leather shoes is very natural. The correlation between the two is very large, and it will hardly obscure and dilute Haramatsu Toshiro's brand image.

Quanzhou recently has a new men's wear brand, rich birds and men's clothing, which deserves our attention. After considerable accumulation in the leather shoes industry, the group carried out the brand extension and entered the men's clothing business. The conventional idea is to extend the product line to the existing sales terminals and enrich the terminal category. The group has a market operation that is worth learning. Why?

Walking into other men's brand shops, you can see that there are also leather shoes, but the quantity and style are very few -- in fact, they are just furnishings, which enrich the role of the terminal image. If the rich bird group stacked men's clothing into shoes store, squeezing the space, leather shoes and men's clothing category, style richness immediately reduced. Sales terminal display products should take into account the richness (generally can not only sell pants or top), but also to consider the professionalism, to provide more types of leather shoes for consumers to choose. The independent operation system is believed to be one of the reasons why the rich bird group chose to open shop separately. This thinking has also solved a problem for some time in the author's time. At the same time, it has 4 famous brands in Denmark, such as ONLY, JACK&JONES, etc., a brand is only aimed at a single segment market, which makes the terminal products very rich, so that consumers have more choices. Rich birds recently expanded their men's clothing business. Lu Yi was invited to be the image spokesperson. The only thing that matters is that there are few advertisements of rich birds, and no support for leather shoes and men's domestic market. If action is taken, "put in output" should be ideal.

If the company launches leather shoes, men's and leather shoes business will not be completely separated. The author assumes that 100 square meters of shops can make men's and leather shoes display rich, so the shops below 100 square meters are placed in pairs, and 100 square meters of shops sell men's and leather shoes at the same time. In addition, the important work is to set up a sole store for leather shoes and set up a shoe counter. Well known brands and core values are ready-made, and spokesmen are also (before Chen Daoming signed the contract). As the first leading men's clothing brand to put forward the concept of "business leisure" in China, the "Li Lang" leather shoes are naturally "the first brand of Chinese business casual leather shoes". Of course, there are other brands of leather shoes that have taken a fancy to this beautiful "positioning". For example, in the Jinjiang high speed export, a brand similar to slogans and Chinese characters is small enough to be seen clearly.

A successful example of brand extension is given.

Armani, the world famous clothing brand, can achieve today's achievements. The brand extension of "Crazy" is one of the important reasons. According to Zhou Ying's introduction of "Armani: building brand Pyramid" (new wealth), the brand started with clothing design since 1981, and has been extended from the advanced garments to tie ties, glasses, scarves, leather articles and perfume. Today, Armani's name is even associated with coffee shops, furniture and even hotels. Crazy or excessive brand extension, so that the brand personality blurred, high-end image damage. Nonetheless, from a commercial point of view, the brand has achieved unprecedented brilliance - sales of millions of dollars at the beginning of the brand creation to more than 2 billion 500 million euros this year, and by the end of 2008, apparel products accounted for 44% of Armani's overall sales. In the third years of Armani's trademark registration, it authorized the production of its clothing to GFT group, the world's largest garment manufacturer. In 1980, Armani authorized the perfume business to L'OREAL. In 1988, it authorized the eyeglasses business to the Italy glasses giant, the world's largest eyeglass manufacturer Luxottica. Through brand extension, cooperation in different fields and very strong companies, we can make the business done, bigger and stronger. Relying on the strategy of brand extension, Armani's popularity in the world has been rising rapidly - accompanied by the rapid growth of sales revenue.

"Li Lang" also has such brand extension opportunities, and several other well-known national menswear brands in Quanzhou are also true.