Comprehensive Optimization And Upgrading Of The 2019, Against The Trend

2019 just now, all trades and professions are taking inventory. If we use a word to describe the 2019 garment industry, that is "

It's too hard. The famous fast fashion clothing brand Forever21 withdraws from the Chinese market, the bird of fortune delisted, the La Natsu Bell burst the warehouse, the expensive bird falls into debt whirlpool......

But there are also some of the brightest companies in the market. One of the most famous men's brands in China is Li Lang. In the supply chain, design, channel end of a series of reform strategies to create and embrace new consumer demand, so that the brand as a whole new image in front of consumers, and achieved good sales results, has become a new paradigm to subvert the traditional fashion development model.

Product innovation, fashion and quality.

Product fashion enhancement: joint name, international designer, fashion stylization.

This year's brand crossover joint prosperity, of which Li Lang and "Changan twelve hour" cross boundary can be very successful, seize the current clothing gradually younger characteristics, from the youth culture borrow power, through the hot play "Changan twelve hour" joint name, launched a very prosperous Tang culture elements "sometimes" series T-shirt.

Through cross border joint cooperation, the brand of Lai brand has been grafting cultural elements and fashion trends, creating a new fashion that combines aesthetic feeling and charm, conveying the innovative value and personality connotation of the brand in invisible ways, which has aroused great repercussions in the young consumer groups. It is reported that Li Lang is working with China Daily for joint venture, and there will be more fashion joint launches.

The joint name of "Lang Shi" and "twelve hours of Changan"

More importantly, the addition of top designers from Armani, Fendi and other brands has brought great improvement to the fashion design of the men's fashion design, and the trend of fashion stylization is more and more obvious.

Looking at the new product conference in 2019, Li Lang no longer emphasizes the inherent age identity tag, but deeply explores the connotation of the human body. The style, color and fabric of the clothing are more abundant, and the design emphasizes the style of the scene. Qie Zhongxin's consumption trend is independent of personality. Li Lang also stands in the fashion circle with simple and simple style. The fashionable Street pads of the summer band of the band, Mr. turtle, Wang Junkai, Bai Jingting and Wei Shen can see the figure of Li Lang.

Ensure product quality: fabric R & D innovation

The independent design of garment enterprises can not be limited to styles, crafts, and plates. From the point of view of product function, Li Lang has set up a fabric research institute, relying on its own fabric research and development ability. In 2019, many new material fabrics, blended fabrics and style fabrics were added into the clothing products, which ensured the quality and comfort of the garments.

Lee Lang fabric dyeing Laboratory

For example, the new relaxed suit made by Li Lang has broken the boundaries of traditional business suits and integrated more relaxed and fashionable colors. Using the popular corduroy, denim and cotton chemical fiber materials has increased the loose profile, challenged more personality collocations, and created new demands.

Lai Lang's new suit

All-round marketing, brand image upgrading

To meet the needs of the times, it is undoubtedly important to accurately serve the new generation of consumers in the information age. Therefore, in 2019, Li Lang increased the intensity of brand marketing. A new store image, inspired by the Italy design team and inspired by the "Mount Everest", has been launched. The new logo of the "light fashion LESS IS MORE" series has been replaced by the new logo of Li Lang, which highlights LESS IS MORE, which is more clear, concise and accurate, giving the new look and fresh vitality of light business.

In terms of Internet channels, we have reached a brand strategy cooperation with Baidu, relying on Baidu AI panorama brand marketing matrix, combining the large flow exposure with precise positioning to complete the brand new value upgrading. In the high-speed rail advertising channel, Li Lang has carried out a round of high-speed rail and network media advertising exposure.

In addition, the company also combines many popular stars and net red products experience, through interactive mode, with new consumers in depth communication, comprehensively reversing the inherent impression of consumers, stimulate brand vitality.

Li Lang and Wang Junkai, Wei Shen V combination street shooting

Channel structure continues to optimize, online and offline synergy force

In 2019, the group continued to promote the upgrading of sales channels, and the number of shopping malls increased to more than 600, accounting for more than 1/5 of the total number of stores. At the same time, we will improve the image of terminal decoration, improve the display of goods, and close inefficient stores, so as to enhance the sales efficiency of terminal sales.

Li Lang "chip" concept flagship store (Shanghai great fusion city)

Online channel layout continues to bring new traffic. With the opening of light business and light business design and operation center, the Group continues to increase its brand promotion activities, especially increasing the brand awareness of "LILANZ" on the Internet, promoting sales through the flagship store of Tmall and Jingdong and continuing operation through WeChat platform.

At the same time, Li Lang set up a cloud storage system to widen the SKU width of the entire product to ensure the new frequency and the stock of the best selling goods. With the help of the stock sharing and intelligent replenishment system, we can ensure the timely response to terminal sales.

In 2019, Le Lang recorded a double eleven record of 130 million

Thanks to the synergy between online and offline, Li Lang's performance during the double 11 year is also very eye-catching. The final business turnover of the electronics group was 130 million yuan, a sharp increase of 630% over the same period last year, with a turnover rate of 51.1%, creating a new historical record.

epilogue

In the supply chain, design, channel end optimization, Li Lang series of reforms achieved remarkable results, in the men's wear area achieved far ahead results, confirmed the consumer recognition of the company. According to the WIN DATA research released 2019 half year shopping center attention clothing brand list TOP50, LILANZ (LESS IS MORE) ranked fourth. Among them, 9 of the leisure / fashion men's wear brands entered the list.

In such a cold winter of 2019, Lee Lang and the strong growth of the trend, its reform path has brought new inspiration to other clothing brands. At the moment, with the start of the new ten years in twenty-first Century, I believe that with the all-round reform and upgrading, Li Lang will provide consumers with better quality clothing while leading the whole industry to a better future.