Lai Management Team: Product Is King.

Previously, there was a strange phenomenon in Chinese men's wear brands. Brand marketing only saw stars, not designers, which fully demonstrated that the clothing industry was still in the manufacturing stage of the assembly line, and did not have the influence and the right to speak.

Therefore, Chinese men's wear has always been monotonous in brand, style and fabric. For example, the Chinese men's clothing brand, such as Li Lang, seven wolves and Jin Ba, is born in Jinjiang, Fujian. Because of early business experience, fabric sources, design ideas and marketing methods and so on, they all have reference from each other. Homogenization is very obvious.

Now, the new competitive environment has made Chinese local men's clothing brand realize the importance of product strength. As more and more Chinese men want to have a more elegant and fashionable dress, men's clothing brands in Jinjiang, Fujian, employ a large number of influential overseas designers to give their products new spirit and value. A group of foreign designers from London, New York, Tokyo and other fashion frontiers gathered in Jinjiang.

For example, in 2013, Li Lang set up an international R & D team. Every year, he invited tens of thousands of designers from the international Brand Company of Giorgio Armani, Levi 's and so on to serve as the creative director and design director of the company, hoping to make a unique selling point in the homogenized market in more than 10. In 2014, the international design team of Li Lang joined the new position of accessory designer. "This is completely not a concept with our previous costume design. Whether it is design thinking or fabric is in line with the requirements of the young people, they are gaining greater market recognition. They invite huge sums of money to invite designers. Some of the brands may feel too luxurious, but this is actually very cost-effective compared with the hundreds of millions of advertising fees that had been used before." Hu Chengchu said.

He believes that the greatest ambition of these foreign designers is to let the men in the dress realize that dressing is actually a "fun learning".

But at the beginning of the decision to start using foreign designers, he had made preparations for a protracted war. He did not intend to let these foreign designers get the market in a short time, so he did not set clear performance targets.

And the product transformation promoted by foreign designers is also facing the test. The spring and summer ordering meeting held last August will give him a heavy blow. Dealers in China around the country choose out of a pile of clothes. style The proportion of foreign designers is less than 10%, which is far from the expectations of Mr. Lang in advance.

"This shows international. Designer We are not familiar with Chinese culture and consumption habits yet, but we are willing to give them time and creative space. " Hu Chengchu said.

In addition, in order to capture the market quickly, Li Lang has always adhered to the strategy of "upgrading quality without raising prices". lilanz Advanced clothing production equipment has been imported from Europe, America and Japan, and the production line has been reformed, and garment design, quality and output have been improved. Li Lang has produced and designed many high-end men's clothing, all of which are expensive natural fabrics. Their workmanship is more sophisticated and exquisite than before. The cost performance has been greatly improved, but the price has not been raised, which makes it more competitive in the consumer market. Compared with the 2013 autumn order, the order of 2014 has greatly increased, of which L2 orders increased by 10%-15%. As a result, the strategy of "upgrading quality without raising prices" has achieved initial success. "But this is just the beginning of the reform." Hu Chengchu said. The market of Chinese business men's wear is changing. Instead, it will be the arrival of a casual business or a personalized men's wear market. The era of men's "spokesmen" is over. In the future, Li will also reform a more scientific mechanism in terms of products and channels so as to track and study the aesthetic, habits and behaviors of consumer groups, and meet the new needs of future markets.