The "Three New" Strategy, The Brand Of Young Brand, Focuses On The Men'S Clothing Industry For 30 Years.

As a dedicated man's clothing

The 30 year's national brand has changed continuously from various aspects such as product style, store design, channel layout and so on.

Once upon a time, because the impulse of female consumption was much higher than that of men, the "economy" had a strong rise in the consumption field. Women's clothing, cosmetics, shoes and bags, jewelry and so on were regarded as the most popular investment in the major shopping malls.

However, this situation has changed in recent years.

In the era of Yan value economy, male consumers began to pay more attention to appearance, and thus gave birth to a group of "exquisite boys" who focus on daily clothing matching and skin care.

As a result, more and more shopping centers began to increase men's wear, men's beauty and other categories to nugget new consumer market.

In terms of men's clothing market, according to the monitoring data of win win big data center, in 2014-2017 years, the proportion of clothing formats in shopping centers decreased from 43.7% to 40.65%, but men's clothing accounted for a rising trend in shopping centers.

The industry believes that the men's clothing industry is facing a revival, but in the next few years, the pattern differentiation of the industry will become increasingly obvious. The Chinese men's clothing industry has entered a period of adjustment after the rapid growth period. This also means that the industry will start a new round of shuffling, and only by following the trend of consumption upgrading can we stand out.

Therefore, the traditional men's wear brand pformation has become a common understanding.

As a national brand focusing on the men's wear industry for 30 years, Li Lang has been changing from product style, store design, channel layout and other aspects to make fashion trend.

New fashion: brand labels are more fashionable.

In recent years, domestic consumption patterns are facing major changes. The new generation (90s) has gradually risen to an important consumer group. The group grew up in an independent, superior and open family environment, and they advocated diversified and personalized consumption patterns.

In order to win the favor of this group, all walks of life take the youth, fashion and trend as the core keywords to realize the reshaping of the new life style.

The men's wear industry is no exception.

With the rise of the "men's color" era, fashion, fashion, uniqueness, personality and fun are increasingly used in men's wear. It can be said that the expression of fashion and individuality has become the most important demand of men's clothing in this era.

On the other hand, Chinese men's indifference to clothing styles and materials has gradually become the past. According to the menswear consumption market survey, 47.8% consumers pay attention to texture and material quality when choosing men's wear, and this number is expanding constantly.

In the face of changes in the trend of young men's dressing, Li Lang accurately grasped the development trend of the industry and began to re study the breakthrough of men's wear market.

At the end of 2016, it aimed at 20-35 year old young male consumers and launched LILANZ LESS IS MORE products.

LILANZ light fashion also keeps the design philosophy of "simplicity and simplicity", using simple design and unique structural design and technological means to make the clothing style more relaxed and free.

At the same time, the product adds more changes and creativity in the minimalist design, making the styles of clothes diversified, the trend of design, and the fashion.

While highlighting the status of the wearer, it can also reflect its unique taste.

The windbreaker is not heavy, the coat is relaxed, the suit breaks through the fetters of the established custom, and the thin coat is vigorous and not frivolous.

The introduction of LILANZ light fashion is undoubtedly a very important step in the younger brand.

It is also because of this "no lack of formal sense, dignity and fashion sense" characteristics, making LILANZ light fashion launch in a short period of time in the key market to stand firm.

It is reported that LILANZ light fashion series products are mainly attacking the second and second tier cities. The layout is concentrated in Shanghai, Beijing, Tianjin, Hangzhou and other places. As of February 2018, 110 stores have been opened.

New channel: Double Heart strategy under the line and line

According to the data released by the Market Research Institute Euromonitor International EU Rui International, the retail sales of the global apparel and footwear market increased by 4% to 1 trillion and 700 billion US dollars in 2017, of which men's wear exceeded women's wear by 3.7%.

According to public statistics, the size of mens retail market in China is expected to exceed 1 trillion and 20 billion yuan in 2018.

For the Nuggets trillions of men's clothing market, Li Lang began to strengthen the dual layout of offline shopping malls and online channels.

Force shopping mall channel

According to the statistics of win win big data, as of January 2018, there are 5100 shopping centers in the country (commercial area is more than 30 thousand square meters), and the number of new market entering the market in the next 3 years is about 600.

The explosive growth of domestic commercial projects undoubtedly leads to obvious diversion of traditional street stores, and domestic brands with street stores are mainly impacted.

On the other hand, under the influence of the more independent, pluralistic and quality characteristics of young consumers, shopping mall is a trend consumer channel, and also the commanding point of cultivating brand influence and radiation.

Based on this, Li Lang began to force the shopping center channel layout.

Liang Chao, vice president of Li Lang, said that the "Lai Lang terminal store" will gradually shift to shopping mall to seize the commanding heights of the 80 and 90 mainstream consumer groups, and to channel the channel accurately according to the fashion gradient and population movement situation, so as to cover the market with dots.

As a matter of fact, as early as 2013, he moved slowly from traditional street shops to shopping centers.

As of December 31, 2017, he had accumulated 363 stores in the shopping center, and successfully entered many famous commercial projects such as Wanda Plaza, Xincheng Yuyue square, Yintai square, Longhu Tian Jie, Vanke Plaza, Suning square, SM square, Tai Wo square, Poly Plaza, Yitian square and so on.

Online channel synchronization

According to the research report released by the Boston consultation in June 2017, the types and amount of Chinese male consumption are increasing, while on line consumption, the average annual expenditure of men exceeds women, reaching 10025 yuan.

The 2017 mobile Internet payment security investigation report released by China UnionPay in January 2018 also shows that the consumption power of male Internet is the first to exceed that of women.

This shows that the domestic market potential of online consumption can not be underestimated.

For the layout of online channels, Li Lang pointed out in the 2017 earnings report that the group will implement new retail as one of the development priorities of the future business, and take advantage of the "LILANZ" brand advantage and light fashion series in line with the positioning and good momentum of online development, and plan to move Xia Jiqi's new retail development this year.

Online and offline, sell products of light fashion series at the same price, and provide support for delivery to stores or stores.

New scene: upgrading and upgrading of terminal image

According to reports, it is estimated that by 2020, 81% of China's total consumption will come from the middle class, and the new middle class consumer market is full of huge commercial potential.

Related research found that this group of people focus on high quality and strong experience products, and pay more attention to the store space.

This is not difficult to understand why men's clothing brands are not just for men's wear stores in shopping centres, but rather focus on the creation of store space, and the integration of traditional technology and fashion design on display and display of products.

It can be said that through offline stores, multi-dimensional, three-dimensional presentation of brand culture, innovation, experience and feelings, and consumers to form a deep interaction, and then form a high degree of loyalty to the brand awareness, has become one of the key directions of today's brand operation.

In order to enhance the experience of the store, LILANZ light fashion store invites the famous international space design team to operate the knife. On the basis of the continuation of the "LILANZ" design, it complemented the concept of "home" and integrated into the collection elements of the roof. The main material was selected from the natural environmental protection Yuan wood and iron collocation, to create a warm and simple shopping experience.

On the other hand, in order to improve the publicity effect of the store image, LILANZ shop began to use the sixth generation of decoration.

It is reported that only in 2017, LILANZ completed renovation or local promotion of more than 400 stores.

Shops in a second tier city have all adopted the latest sixth generation shop decoration.

Through the pformation of the store's image, Li Lang provides a new consumption scenario for consumers with more upscale decoration materials, more elegant shop style and more effective retail area.

Liu Guangliang, director of the fashion and fashion man, also revealed that in the future, the company will focus on the long tail effect in the terminal management strategy, create a one-stop shopping platform for consumers, enhance the overall store efficiency, and improve the visual display scene of the terminal in a comprehensive way. The product mix, visual effects of the scene coincide with the design theme, highlight the product style and product mix scene, and create a better shopping experience for consumers.

Tuo store plans: another 2000 stores in the next 3 years

In May this year, in a new winter launches featuring "Endeavour" as the theme, Li Lang took the elements of opera, "staff" and "future fighters" as the theme. Through diversified design concepts, diversified styles and rich product colors, it gave people more humanistic, artistic and emotional values besides clothing and clothing. At the same time, it also defined a brand new aesthetic taste and lifestyle, which meant that Li Lang had made a big step in the tide of brand younger.

Since its establishment in 1987, it has been over 30 years in the field of men's wear and clothing for more than 30 years. The products of the two main lines of LILANZ and LILANZ light fashion (LESS IS MORE) have been covered with coats, pads, trousers, footwear and so on.

And so on.

Today, Li Lang has built a marketing network covering 32 provinces, autonomous regions, 70 branches and more than 2400 terminal stores nationwide.

Li Lang diversified channels to cover provinces and cities

For the next store expansion plan, he pointed out:

In 2018, there will be more than 200 light fashion stores in LILANZ, extending to a second tier city such as Zhengzhou, Hefei, Xi'an, Jiangxi, Fujian and so on, thus extending the top 4 provinces to more than 10 provinces.

In the next three years, the company plans to expand 2000 stores, of which LILANZ is light.

There are 600 shops.

Looking back on the development process in the past 30 years, from the independent research and development to the independent sales of the whole industry chain; from the domestic initiative "business leisure" to "light fashion" concept of men's wear, from Fujian market to international stage.

Li Lang has been constantly upgrading the core competitiveness of the brand, while accelerating the pformation and upgrading of enterprises to meet the current consumption demand.

As Wang Liangxing, President of the real estate group, said, "the times are changing.

To design the best men's clothing for Chinese people is exactly the dream that Li Lang never changes. "