Li Lang Establishes His Own Brand.

In the face of the hard pressed consumers, how to locate their brand in the face of the market of strong hands like Lin?

How can Li find his goal quickly and achieve a definite goal?

In the vast ocean of commodity economy, the characterization of commodity economy is brand. How can consumers easily identify their brands in the vast ocean of brands?

How to make brands grow in the hearts of consumers?

In this article, Zhao Yingxiong, a brand marketing expert of Chinese shoes and clothing, shares with you the model of the rise of China's clothing brand.

Now, Le Lang business casual wear has become a symbol of self excellence for men who aspire to success. This immortal brand psychological recognition is the result of years of meticulous efforts made by lon Lang, and this construction project is still continuing.

Why do we have so many flash brands?

Why does sales drop when advertising stops?

Why does personnel change lead to brand depreciation?

Why can't most brands become strong brands?

Andy Lau, Jacky Cheung, Chiu Man-Cheuk, Kenny Ho...

Most clothing brands use "celebrity + intensive delivery" to enhance their popularity; brand connotation mining and brand association are more rigid, and brand core values and personality are insufficient.

How does Mr Li break out?

Rivers and lakes?

Where are the rivers and lakes?

There are rivers and lakes in places where there are people.

Poverty is the thought of change.

Lee Lang accurately set his sights on the global clothing market.

The successful clothing brands in the world all have the advantage of brand core value appeal.

The core value requirement corresponds to the product characteristics and corporate culture, and has a sustainable comparative advantage with other competitive brands.

The core value of brand is usually molded from the following three levels.

Product value.

With product practical value, perfect quality and professional design as brand unique potential energy, it is easy to bring instant sales benefits.

But clothing is a combination of innovation, fashion and homogenization. The innovation of functions, processes, designs and so on is easy to be imitated by competitors.

The connotation of personality.

Meeting the needs of personal emotion and spirit has a unique "symbolic" meaning for consumers.

When personality concept and identity are popular, the more unique spirit is, the higher the added value is, the more it can separate the competitors and win a fixed consumption class resonance.

Culture creation.

Cultural creativity enables brands to drive the consumption trend of a wider social class.

Visionary and profound cultural connotations realize that it is not enough to meet consumers' individual needs only. They also need to expand their brand culture and integrate them into all aspects of social life, thus forming a way of life and building a large cultural industry.

The core value of Mr Li's: what kind of business way makes men heart?

The situation at that time: in 2003, Friday casual day became more popular among white-collar workers. In everyday business negotiations, more and more people were eager to wear their own style.

Some of the more sophisticated mid class "non suit and non leisure" brands are popular.

Li Lang seized the opportunity of the new trend to enter the market and understand the clothing needs of most white-collar business people and explore their inner world.

The products provided by Li Lang are comfortable, comfortable, comfortable and easy to handle, fashionable and fashionable, with simple fashion and no surplus results. The perfect details are the design of the side split fork and the middle split fork, the bag with bags and stickers, etc. the new technology is exquisite. The new hi-tech fabric made by hi-tech is not only wrinkle resistant and ironing, but also has a natural appearance.

This "non suit dress" is not a "casual dress", which reflects their uniqueness in the publicity.

The effect of trial marketing is that such products will soon form a group of core users: the professional and technical personnel, the service staff, the individual business class and the business service staff.

They are eager to be understood and eager for value recognition.

Mr Li's strategy is to eat cake and build up the concept of "business casual men's clothing".

In the clothing industry's formal dress and casual wear pattern, this new dress proposition between "business" and "leisure" quickly won consumers' recognition.

People who like this type of product just like their products to dress properly and reflect their dressing styles properly.

As a result, Li Lang pioneered the concept of "business leisure" and opened up the realm of splendid clothing brand kingdom.

However, following the concept of "business leisure" proposed by Li Lang, many brands on the market can be described as "the stones of its mountain can be used to attack jade". Almost all brands have launched products similar to the concept of "business leisure".

Like Luo crown under Luo Meng, bird bird of Taiping bird, business and recreation of rich bird, gifted new formal dress and so on.

How did Li Lang take the lead in this conceptual battle?

The real concept is based on the consumer's sense of identity.

How to make this group of consumers identify with the brand and let the target consumers identify with the business man?

Understand a group of target customers with personality.

Clothing is a product with high added value. Its vitality lies in the deep attraction of consumers' spirit.

Drawing on the successful mode of international mature brand, exploring the dress requirements and inner emotional world of consumers, Li Lang believes that it is hard to build up its own brand core value in such a stable ethnic group, and create individual connotations to differentiate competitors.

They are 28-40 year old business men who earn more than 3000 yuan in monthly income. They have been educated in high school or above. They have a certain career foundation. They are on the road to success. They have certain social experience and appreciation. They have their own views on affairs, unwilling to be mediocre, but not new. They have no sense of superiority. They want to be successful, but they do not blindly follow fame and fortune, have a certain understanding of themselves, and know which way is best for expressing themselves and emphasizing themselves.

Brand buttons: establish their own brand of brand name: "llon brand": simple and not simple, Li Lang is a business casual dress specially designed for men who aspire to be successful. It is a symbol of self expression and embody the charm of a good man.

He knows most about the mature men's dressing psychology. He flexibly integrates European elements into business casual clothes, which is simple and not simple, and tastes and styles are two.

Li Lang is not a garment for the purpose of winning the race. It is integrated with the charm of mature men and strengthens the charm.

The portrayal of brand personality: let Chen Daoming win the "inspiring" of Li Lang and find the right direction. It's time to act.

If you don't do it, you'll do the best you can.

The best image spokesperson, the best creativity, the best production.

This is the insistence of Li Lang.

Chen Daoming, who plays Kangxi the great or the leader of the gang, is very popular.

From the message board of Chen Daoming's personal web page, he left the impression that anyone who is young to 8 or 60 years old can be attracted to him from the bottom of his heart and attracted by his personal charm.

Consumers like Chen Daoming not in the face, not in the good or the bad, nor in the great or the ordinary, but in their inner qualities: self confidence, introverted, spiritual content, wisdom, strength, and the charm of mature men from inside.

China creates, llon monopolized "business men's clothing" so far, the experience of lebrand brand has gone to the international standard. Li Lang has established and occupied the "business casual men's clothing" territory. Chen Daoming's lon Lang business casual men's clothing represents and deeply attracts the "smart men with sharp gas inside and outside Wu Feng mang". "Simple but not simple" is Li's brand proposition and consumer's motto.

In the eyes of consumers, he established a strong equality relationship: lelan = business casual men's clothing; lelan business casual Mens = simple but not simple = intelligent men without sharp edges.

Yang Jing: editor in charge