10 Years After Listing, From Manufacturing To Creation, Li Lang Has Been Transformed.

September 25, 2009 is a very important day in the history of the development of the brand. This day, Li Lang successfully listed on the Hongkong stock exchange and officially landed in the capital market, becoming the first Chinese menswear brand listed in Hongkong IPO in the mainland.

As listed on the day, Wang's three brothers set the goal of "concentrate, professionalism, focus and specificity" on clothing. In the past ten years, he has always focused on the research and development of men's fashion industry. Now, from the achievements achieved, Leo has achieved a qualitative leap in all aspects of revenue data, brand upgrading, product research and development, and public welfare undertakings, and has achieved all-round progress from "manufacturing" to "creating".

Listing ten years, out of the outstanding performance growth line

When the time axis was returned to the date of listing, the 157 times oversubscribed to the issuing price of HK $3.9 per share officially opened the curtain of capital innovation and upgrading.

At the ceremony, Wang Liangxing, President of the real estate group, said: "today is an important milestone for Li Lang, symbolizing the development of China's men's clothing industry will usher in a new era." I have to admit that with the help of the Dongfeng market, the brand value of Lelang has once again achieved a leap.

According to its 2009 earnings report, the company's operating income amounted to 1 billion 559 million yuan, an increase of 37.4% over the same period last year, with net profit of 302 million, an increase of 96% over the same period last year. The double digit double growth of revenue and net profit means that the listing of Li Lang has a good start.

In the next ten years, Li Lang persisted in taking the industry market as the guidance, constantly strengthening the core competitiveness of the brand, and keeping pace with the times and upgrading the brand. By 2018, the income of the company increased 29.8% to 3 billion 170 million yuan, and the net profit increased 22.9% to 751 million yuan. Data is the best proof that in the past ten years, both revenue and net profit have doubled, and an excellent growth line has been written out in the performance spectrum, and the total dividend payout has reached HK $4 billion 487 million.

It is worth mentioning that in the first half of 2019, Li Lang still maintained a double-digit growth trend in revenue and net profit. By the end of June this year, the company has built up a marketing network covering 32 provinces and autonomous regions and more than 80 retail outlets nationwide, with a total retail sales of 2753 and a total store area of over 390 thousand.

Ten years of innovation, national brand building fashion empire

"Li Lang has been striving to create a new trend and style of Chinese men's wear. We believe that the men's wear can be brought to people with a simple and simple way of life." Wang Liangxing said ten years ago at the ceremony.

And ten years later, the national brand, Li Lang, has achieved an all-round upgrading and transformation in product innovation, channel transformation, terminal image and so on. It has succeeded in the forefront of the fashion trend and built a fashion empire for men's clothing.

On the product development, the "LESS IS MORE" series launched in 2016 advocated the "light fashion" style, providing high quality and high quality commuter clothes for the new working youth aged 25-35, so as to meet the contemporary young people's simple, fashionable and fashionable dress requirements. With the launch of the "LESS IS MORE" series, Li Lang has realized the double track parallel of the main brand and the light fashion. In 2019, Li began to focus on the new footwear industry line, and successfully built a three-dimensional matrix covering men's wear.

In line with international fashion, in addition to constantly absorbing the elite of international design and introducing fresh blood, we have built a production team of over 400 people who aspire to "quality innovation". Li Lang also organized a team of designers to study in Japan, Korea and Italy, to further study and learn the latest and latest fashion design of the global fashion industry.

In terms of channel transformation, the company has developed new retail outlets on the one hand, set up online stores on major network sales platforms, and provided customer relationship management services through WeChat platform. On the other hand, it has actively settled in shopping centers to seize the commanding heights of brand influence and radiation. As of the first half of 2019, there were more than 680 stores in the shopping centre, accounting for nearly 25% of the total number of stores. It is worth mentioning that LESS IS MORE ranked the fourth place in the 2019 half year WIN DATA Research Center's attention to clothing brand list TOP50.

On the terminal image, the LESS IS MORE series creates a warm and simple shopping experience by creating a store's visual ecosystem, with a simple avant-garde image and a clear and concise style. In the second half of the year, the seventh generation decoration image is also gradually launched.

In the face of the enthusiasm of contemporary young people for IP joint products, as early as 2015, Li Lang launched the work of cross-border cooperation with "immortal Van Gogh", integrating Van Gogh's art into the men's clothing of Lang Lang and bringing them into people's lives. The launch of the product has been widely sought after and loved by consumers. This year, the official authorization of Changan's "twelve hours of the year" has been launched by the company, and the "couple of scholars" launched by the United series T-shirt also attracted fans to "cut their hands".

Don't forget your heart, persist in public service and show great virtue.

In the ten years of leaping development, whether the operation data or the upgrading of brand image, the achievements made by Leon are remarkable, and another notable concern is his efforts in the cause of public welfare.

Wang Liangxing once said, "towering wood must have its roots, and the water around mountains must have its source." Drinking water and thinking is the firm belief of every individual. Over the years, Li Lang has consistently adhered to the concept of responsibility in every aspect of enterprise operation, and has continued to support public welfare charities with practical actions to convey love and positive energy.

Whether it is the establishment of the Jinjiang City charitable charitable foundation, to subsidize the medical care and housing plan for employees, or to contribute tens of millions of charity projects such as the world operations management office, the Fuda Jinjiang Science Park and the National University of Fujian Intelligent Manufacturing Institute, or to participate in the first China Police marathon. Li Lang always adheres to the original intention of a company with a sense of social responsibility.

So far, he has donated hundreds of millions of dollars to charity. In fact, as early as 2015, with the love and care in public welfare career, Li Lang became the Forbes 2015 China Charity list.

In September this year, in the "fourteenth Asian brand celebration and 2019 Asian brand 500 strong" activities, Li Lang again with its strong enterprise strength, excellent brand value and influence, won the "2019 Hong Kong shares most social responsibility enterprise" honor. This is undoubtedly a high degree of affirmation and evaluation of the efforts made by Mr.

From manufacturing to creation, original fashion exploration is more than

Tracing back to the history of brand building, Li Lang has gone from a few small workshops to a well-known man's suit.

Especially since 2012, in the face of the slow growth of the entire garment industry, Li began to realize that there is a huge gap between its supply chain and originality and other foreign luxury brands and fashion brands. Since then, Li has set up an international R & D team to attract outstanding domestic and foreign fashion designers, and set up its own fabric research institute, from design to fabric, open the road of independent research and development, and achieve a comprehensive advancement from manufacturing to creation.

According to the latest semi annual report, the original proportion of sales products in 2019 is expected to reach 70%. Among them, the proportion of unique fabrics developed by Li Lang was further raised to close to 50%, and the gap with competitors increased further.

In addition to constantly improving the team building and supply chain and helping to strengthen the original creativity of the brand, this year, the two sides joined hands with the Academy Award to invites millions of young students in the name of creativity to host a special fashion and creative journey.

On the one hand, Lee can tap young people's innovative thinking, harvest young brain holes and high-quality works, and closely match the topics and trends of young people's favorite topics, further understand the way of thinking of young consumers, and extend the brand connotation. On the other hand, Li Lang can also take this opportunity to inject fresh blood and reserve talents for the brand younger, bringing more creative expression to the brand.

It can be said that every change made by Leo is the upgrading of its brand culture from "jumping out of clothes and making clothes" to "carrying out fashion creativity to the end" and then building "world fashion group".

Selected brands of big countries, taking the initiative to move towards the world.

In 2018, Li Lang successfully selected CCTV's "great power brand". While displaying the brand of the Chinese brand to the world, he also transmitted the cultural strength of the Chinese national brand to the world.

As Zhang Guohua, President of the China Advertising Association, said, "the great power brand" is not a simple advertising activity. Instead, it is a sense of social responsibility of entrepreneurs and advertisers, who takes the responsibility of national brand to the audience through artistic, aesthetic and infectious pictures and characters.

As Li Lang, in addition to increasing the originality and diversity of products, Li Lang, with the guidance of "craftsman spirit", inject artistic ideas, historical and cultural connotations into clothing, and make costumes as works of art.

It is worth mentioning that, in order to create a work, life, communication and leisure platform for artists, designers and all the people of the world, he will spend 1 billion yuan on the idea of "investing in the future" and strive to build a cultural park of 103 hectares.

After the completion of the project, not only do you have the designer's creative studio, the Museum of Le Lang, the exhibition hall, etc., but you will also introduce restaurants, gyms, swimming pools, cafes and other supporting activities to provide high quality living space for artists, designers, and employees, dealers and so on. It is foreseeable that in the future, this is not only the stage for artists and designers to realize their creative dreams, but also will become a new base for Jin Jiangwen's creation of industrial development.

Wang Liangxing 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 the Chinese people to open up 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.

　　 Epilogue

If Chen Daoming is invited to endorse, the promotion of CCTV publicity is the awakening of the brand awareness of Li Lang, and landing on the Milan international fashion week is the starting point for Li Lang to open the fashion men's wear. So listing in Hong Kong is the foundation of its fashion empire. Listing ten years is the ten year of Li Lang's innovation and upgrading, and it is the ten year of Li Lang's brand promotion.

The responsible person stressed that in the future, the company will continue to expand the five dimensions of "deepening the main brand, focusing on light commerce, layout new retail, developing multiple brands and extending multiple series", and open up a platform based enterprise that will lead the wave of the times.