The 30 Year Old Men'S Clothing Will Open 4000 Stores And Sell 30 Billion.

As a 30 year old man's clothing, he plans to open 4000 stores and sell 30 billion.

With the history of 30 years of menswear brand, Li Lang has been upgrading and innovating in accordance with the changes of the times, adding the label of "Youth", "fashion" and "fashion", changing from traditional men's clothing to fashion and taste. Clothes & Accessories Brand operation.

Simple and simple, the brand of Li Lang is becoming more and more internationalized.

As one of the leaders of "Min faction" men's wear, Li Lang was founded in 1987 and has gone through a complete 30 years. Today, the company has long been a well-known nationwide brand name product design, development, production and marketing. In the past 30 years, Li Lang has been elaborately interpreting and deducing the core value of an enterprise with "simple and not simple" design philosophy.

Li Lang is the first Chinese menswear company to list in Hongkong. From a small number of small workshops, it began to develop single products, and then increased business men's wear and other products. Now it pays more attention to the casual fashion of men's clothing.

At present, the company has two main line products, LILANZ and LILANZ light fashion (LESS IS MORE), covering products such as coats, internal lap, trousers, footwear and so on. Accessories And so on, we have built a marketing network covering 32 provinces, autonomous regions, 70 branches and more than 2400 terminal stores nationwide.

Mr Li diversified channels to cover provinces and cities

In order to keep pace with the global fashion trend, in 2012, Li began to set up an international R & D team to attract outstanding domestic and foreign fashion designers to draw from the world's contents and nutrients. While expanding their horizons, it also created a high-end design team with the characteristics of "DNA".

In recent years, Li Lang has gradually entered the fast lane, and its brand image is becoming more and more internationalized. It represents China's men's clothing on the international stage and has a high-profile appearance in Milan fashion week and Tokyo fashion week. In 2018, Li Lang was selected as CCTV's "big power brand", which not only displayed the Chinese men's wear brand to the whole world, but also spanmitted the cultural strength of the Chinese national brand to the world.

Wang Liangxing, President of the real estate group, said: "Li Lang is not only creating a clothing brand, but also conveying a philosophy of life. Everything that Li has done is to guide people to a new way of life and attitude towards life, so that people around the world can understand the definition of simplicity again, let the exaggerated display become the past, let life return to the simplicity of authenticity, and this is the responsibility and responsibility of the great power brand.

Pushing the "younger" strategy to seize the new generation of consumer groups

At present, the rapid development of economy and the updating of information dissemination technology have promoted the continuous upgrading of consumption. More and more consumers are turning from satisfying material consumption to pursuing high quality lifestyle. Especially after 90% of the main force of consumption, they pursue the fashion and unique style, the consumption concept is more advanced, and the brand with personalized characteristics has become one of the new consumption trends of this kind of consumers.

In 2016, in order to adapt to the changes of the times, Li Lang aimed at the 20-35 year old young consumer group and launched the LILANZ LESS IS MORE series. This series of products cater to the fashionable design and rich style features to meet the demand of young urban elite men for delicate, young, fashionable and business attire.

In the store design, LILANZ light fashion 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 matching, so as to create a warm and simple shopping experience.

In terms of product details, LILANZ is light fashion and concise design, taking into account both business and fashion. The windbreaker is not heavy and the coat is relaxed. The suit has broken through the conventional constraint, and the thin coat is vigorous and not frivolous. The whole series has width and depth, while maintaining the brand's nature while expanding the brand territory.

The original design is different from the product homogenization competition in the market. Li Lang set up an independent design team, insisted on the original design of fast selling products, focused on developing light fashion series products, and continued to provide customers with "pleasant clothing, cheap products" surprise products.

Not to be young, but not mature and old-fashioned. The launch of LILANZ light fashion series breaks the boundaries between business and leisure. Rich style and volume, high frequency new listing, inexpensive fashion products, won the widespread favor of young consumers, in a short period of time has been firmly in the key market position.

Quality improvement is not a price increase, quality is always the same pursuit.

With the prominence of the local brand and the improvement of the rational degree of consumption preference, consumers at the same time put forward higher requirements in terms of self demand, product cost performance and after-sales service. Therefore, paying attention to "quality" has become the top priority of brand operation.

For Li Lang, "quality" is the constant pursuit. In the past 30 years, Li Lang has always adhered to the "imperfect compromise attitude" and "dedication to detail" to complete every product.

It is reported that Li Lang has set up fabric research and development center, with fabric color distribution system and fabric printing machine, starting from yarn to develop fabrics, increasing the flexibility of fabric development, maintaining product quality and effectively controlling costs.

In addition, the company also has a national accredited fabric testing center, using advanced machine pairs. Fabric The composition, light fastness, pilling, shrinkage and so on were tested to ensure that the fabric is in line with the national standard.

From 2000, "business casual" was first introduced in China, and the concept of "light fashion" men's clothing was put forward in 2016. The quality of Lang Lang's constant pursuit, won the recognition of consumers and the reputation of quality. In the 2017 World Brand Summit, Lun Lang also won the "2017 best quality service brand". Li Lang pointed out that the group will implement the strategy of "upgrading quality without raising prices", while enhancing the proportion of original products, and enhancing the performance price ratio of products.

According to the relevant personnel, in the second half of 2017, the sales growth of Li Lang same store further expanded, from the number of units in the autumn to the same store growth of nearly 10% in winter. In addition, the order sales in 2018 also increased significantly: in 2018, when the average unit price of all kinds of products was similar to that of last year, the total sum of orders for the 2018 spring and summer orders increased by 21% compared with that of last year, and the total amount of orders in autumn increased by 31% over the same period last year.

Efforts to change channels, Nuggets, trillions of men, consumption of blue ocean

In 2013, Li Lang began to optimize and upgrade the layout of the channel. In 2013, Li Lang began to make efforts in the layout of the shopping center, and successfully entered many famous commercial projects such as Wanda Plaza, Xincheng Wudai Plaza, Yintai square, Longhu Tian Jie, Vanke Plaza, Suning Plaza, SM Plaza, Taihe square, Poly Plaza, Yitian square and so on. As of December 31, 2017, there were 363 stores in the shopping center.

In order to improve the publicity effect of the store image, LILANZ shop began to use the sixth generation of decoration to make it more upscale. Material Science More elegant shop style, more effective retail area utilization, and continuously enhance the image of the shop. And in 2017 completed renovation or upgrading of local stores up to more than 400.

In addition, the shops in the second line city have been all decorated with the latest sixth generation stores. As of December 31, 2017, the product has covered 31 provinces, autonomous regions and municipalities directly under the central government, with a total retail sales of 2410, and successfully entered 363 shopping centers nationwide, with a total shop area of about 309 thousand and 600.

As the first domestic stock market for men's wear in Hongkong, Li Lang recently released its 2017 earnings report, earning 2 billion 441 million yuan, with an annual profit of 611 million yuan, an increase of 1.2% over the same period last year.

For Li Lang, the 30 year is achievement, but it is also a new starting point.

Wang Liangxing, chief executive officer and executive director of the real estate group, said recently: "in the future, we will plan to complete 2000 store expansion plans in 2020 through the strategic initiatives of the main brand, light commerce and new retail. By 2020, sales and profits will be doubled, and retail sales will exceed 30 billion in 2025."