Mining Unique And Embracing Change: Living On The Same Channel With Consumers.

On the following day, the twenty-sixth China International Advertising Festival was held in October 27, 2019. The 2019 China brand innovation forum was held at the A4 exhibition hall of Nanchang Greenland International Expo Center. As an enterprise representative, Wang Junhong, director of commodity planning of Li Lang (China) Limited, takes the theme of "young is only an admission ticket", and expounds the innovative way of brand younger. He said that youth is just an admission ticket of this era. It must be highly tolerant to break past achievements and form a brand alliance with consumers.
year Lightweight is the admission ticket for brand innovation.
Market changes are always faster than marketing changes. "Brand innovation has become the eternal motif of the industry with the in-depth implementation of brand aging and marketing scenario. With the continuous updating of technology and the iteration of consumers and markets, the path of innovation is changing rapidly. Brand innovation has become the essence of media enterprise synchronization, value reconstruction and adaptive cooperation. According to the changing situation, all trades and professions integrate and rebuild it through their own advantages, continuously pour fresh vitality into the brand and resonate with the times. Wang Junhong said that ten years ago, ll was positioning casual clothes for successful business people. This year is a casual fashion dress for new youth in many occasions, but the positioning has not changed. The change lies in the fact that these business people are young in mentality, young in age, and even coincide with young people in the new workplace. The younger generation is just following the trend of this era, like breathing. Naturally, the change in the ten years is young.
　　 Do it first, make it special.
Youth is a dynamic process of brand innovation. Wang Junhong said: "youth is just the ticket for our entry into this era. Some people even do not have admission tickets. If you all come in and do it, the difference is whether you do it first. After everyone has done it, it depends on whether you do something special. Li Lang is just lucky. He does what he should do in a timely manner at every stage. "
In 2000, a business led to the butterfly effect and pioneered the new concept of "business leisure". In 2002, it put forward the "simple but not simple" brand slogan, and invited Mr. Chen Daoming to become the brand spokesperson. In 2004, he won the title of "business man's first brand"; in 2007 he first represented the Chinese men's wear in the Milan international fashion week; in 2016, he created "light fashion" series of commodities, advocated the "Jane fashion" style, and provided high quality and high quality commuter clothing products to meet the 80/'s simple and stylish and improved dressing requirements. Younger brand innovation is driven by the times, and is the constant evolution of the brand itself from inside to outside.
　　 Mining unique and embracing change: living on the same channel with consumers.
Before shaping brands, people usually tell a successful story, a noble way of life, which requires consumers to look up. The trend now is that consumers are beginning to rush to the front desk and directly participate in brand opinion because of the changes brought by the Internet. Therefore, the brand now tells more about those accessible stories, which should be the lifestyle of consumers. This is a profound and firm displacement of the consumer context.
Wang Junhong believes that younger is to see the young people to restore the brand of puberty, and consumers are on the same channel. In today's information explosion era, many brands do not need fame and exposure. Instead, they change the impression of consumers and establish consumer relationships. Last year, the company launched the "1s single handed quick release slippery T-shirt", which is slippery, soft, hanging, wrinkle resistant, crisp and dry. It is integrated into the daily life of consumers in the form of a series of short videos, shaping the role of products in daily life and communicating with consumers. At the same time, brands have been working with new generation stars to share the new era with new consumers.
LILANZ and Wang Junkai, Bai Jingting, Qu Chuxiao, Chen Linong and other new generation idol co operative pictorial.
In addition, expanding the shopping mall channel has become one of the directions of LILANZ's younger brand innovation. More terminal stores in shoppingmall, through the creation of shop vision ecosystem, LILANZ light fashion stores with simple avant-garde image, clear and concise style to create a warm and simple shopping experience for consumers. Brand and consumers live together in the same life circle, moistening things silently creating brand image.
It can be said that LILANZ's youthful brand innovation is continuous and thorough, from product design to brand image, from store establishment, channel layout to marketing promotion, and various new changes of LILANZ are gradually breaking the stereotype, full of fresh vitality, and making people's eyes and ears look new.