In The First Half Of The Year, The Profit Was 277 Million Yuan.

In August 10, 2015, lilanz The group released its performance report for the first half of this year. The report shows that in the six months ended June 30, 2015, the net profit of Li lung increased 11.6% to RMB 277 million yuan. Medium term earnings per share increased by 11.1% to 23 yuan per share. Earnings growth comes from turnover growth and gross margin expansion. The turnover increased by 9% to 1 billion 188 million yuan during the period. The sale of the main brand "LILANZ" was 1 billion 83 million yuan, up 9.2%; vice president. brand The sale of "L2" was 105 million yuan, an increase of 10.4%. Tops are still the main selling products, accounting for 58.9% of the total turnover. stay Men's wear In the slow recovery of the industry, the performance of Li Lang is still excellent, which is also helped by the strategy of "upgrading quality without raising prices".

Upgrading quality does not raise prices and win market by products.

After entering the brand retail stage, the domestic clothing market has shifted from the seller oriented to the buyer oriented. Therefore, it is particularly important to design more men's clothing with more categories, fashion and quality, so as to adapt to the new market pattern.

For this reason, Li Lang has set up an international R & D team to attract huge sums of money from more than 10 international Brand Company, including Giorgio Armani, Levi s and Lssey Miyake. Designer As a creative director and design director of l'lon, he will increase investment in product R & D design, enhance competitiveness through upgrading the originality and cost performance of products, strive to win the market by products, persist in implementing the core strategy of "upgrading quality and not raising prices", and take the strategic path of the international large brand retailers with high-end products and mass consumption. Every season orders will keep good data, which will enable them to rebound rapidly in the whole industry due to the impact of the Internet, and maintain the sustained growth of their performance.

Open shop cautiously to enhance terminal experience

Due to the impact of the Internet on retailing, last year, Li Lang closed down some inefficient stores, which is part of the strategy. "Now is the retail era, and more professional retail managers are needed. The former dealers are not professional enough, and money can open a shop casually, but now such stores must be spanformed or eliminated." Wang Liangxing said that the store is for spanformation and upgrading, dealers also need spanformation and upgrading. As of June 30, 2015, the number of shops was 3080. During the period, the number of "LILANZ" stores decreased by 15 to 2768, and the number of "L2" stores increased by 16 to 312.

In addition to prudent opening up, Li also gradually changed the strategy of opening stores, and began to enter shopping malls such as Wanda. In the first half of 2015, the distributors of "LILANZ" had increased 15 stores in shopping malls in various regions, and the sales were satisfactory. In addition, in the first half of the year, in the first half of the year, the company completed the renovation work of some 200 "LILANZ" stores, and the remaining 80 will be completed in the second half of the year. In addition, the professionalism of retail personnel is also a problem repeatedly emphasized by senior executives, eliminating unprofessional distributors, integrating internal team management, and optimizing personnel, always on the agenda of terminal services upgrading.

　　 Embedding brand culture into innovative products Marketing

In the past, the brand promotion of clothing enterprises depended on Qian Hai tactics plus star effect. But today, with the development of information, the level of consumption and the general improvement of the concept, the influence of consumers' purchasing decision-making power is not only about popularity and quality, but gradually turning to the recognition of brand culture and the experience of terminal services.

In view of this, the core of "simplicity and simplicity" put forward by Li Lang in the past few years has gradually formed a simple life philosophy of urban elites pursuing "road to simplicity" after years of practice and accumulation, which is more conducive to obtaining consumer identification and precise consumption groups. In addition, in recent years, the marketing strategy of Li Lang has gradually shifted from advertising to creative marketing. For example, this year's 6 - 25 Van Gogh concept show, using art trend of thought to make costumes, sublimates the concept of enterprise product production to the level of artistic creation, and creates news hotspots. At the same time, it also resonates with consumers through the pursuit and love of art.

Market spanformation with products

Nowadays, making brand is not only a product selling, but also needs to be considered from product design, research and development, to enterprise culture implantation, window image, and terminal service professionalism.

As Mr. Wang Dong Xing, chairman and executive director of the company, summed up in his first half performance report, "in the second half of 2015, the world economic outlook is still uncertain, and economic growth continues to slow down. The strength of China's men's clothing industry is still insufficient. In the short term, consumer confidence and consumption climate are still disturbed by economic uncertainties. Consumers pay more attention to product personalization and comfort, and will continue to spanform the consumer market. The competitiveness of men's clothing brand will be based on its spanformation and innovation ability and product's price to sex ratio.

Therefore, in the second half of 2015, the group will continue to carry out the strategy of "raising quality and not raising price", and continue to work hard on design, product technology and materials to further improve the proportion of original products, the price ratio of products, and the competitiveness of products and brands. The group's spring and summer order in 2016 will be held in mid and late August. The management is confident that the growth of the order amount will continue. In addition, the group will continue to implement measures to enhance store efficiency, and the group aims to achieve higher sales growth in the second half of the year.