"Lilang" men's clothing: it is not easy to choose between

In recent years, domestic men's wear brands have recognized the role and value of image endorsement in the apparel sales process. The marriage combination of men's wear brands and spokespersons has become an indispensable tool for winning business battles and defeating enemies. Many menswear manufacturers and their brands have invested heavily in recruiting celebrity celebrities to speak for their brands in order to deepen brand culture and enhance corporate image. However, the current clothing brand endorsement market has presented a lot of chaos, such as spokesperson image and brand culture, inconsistent with the image; corporate endorsement of the endorsement value of the lack of excavation; endorsement of advertising performance similar, outdated; endorsement of a single field, and so on.

This article is based on the successful case of "Lilang", a well-known men's business casual men's wear that has been widely discussed.

Change the strategy to meet new students

Relatively speaking, suits are a very serious field of product homogenization. Although many of our companies have realized the importance of brand management strategies, they are able to make breakthroughs and truly create only a handful of brand differentiation cultural concepts. However, "Lilang" business casual men's wear is definitely the leader in the current Chinese men's wear brand. In the past five years, the strength and market competitiveness of the “Lilang” men's business casual brand have rapidly increased. They have set up six branch companies and more than 1,000 chain stores in large and medium-sized cities such as Beijing and Hangzhou, and have won “China The most popular consumer casual wear brand, the most influential brand in China's apparel, and the most competitive brand in China have won a number of awards, including the “China Business Casual Men's First Brand”.

However, at a time when "Lilang" almost broke into desperation. In the late 1990s, with the increasing degree of homogenization of apparel products and increasingly fierce competition in the apparel market, Lilang faced a severe market situation. From 1995 to 2000, the company began to pause from its initial success. To the recession, even to the brink of bankruptcy.

How to stand out among numerous competitors and create a new road for Lilang? Lilang executives are anxiously pondering this issue. They understand that Lilang wants to enter the men's wear market and cannot only be hard and hard, but only seeks a brand-new style when his suit has high-end brands such as Shanshan and Youngor, and casual jackets have seven strong brands such as Wolves, Haopai, and Kinba. And the concept of a differentiated road can save the company in times of crisis.

At this time, Wang Liangxing, who is the president, discovered that with the continuous development of the social economy, more and more people are engaged in business at home; at the same time, combining his feelings after traveling abroad to study, he feels that the Chinese dress in business negotiations. Too serious, compared with foreign countries, the atmosphere of business negotiations is also more intense.

So, can we develop a men's wear that is both fashionable and relaxed and suitable for business negotiation? Just at this time, PDA Business Communication, as a brand-new, modern, and popular multi-functional communication platform, is gaining momentum in the Chinese market and is increasingly gaining the attention and favor of successful people. The concept of “Commercial Communication” gave the “Lilang” high-level executives timely inspiration and creativity. Thus, in 2001, Lilang finally made up his mind and re-positioned the Lilang men's clothing. He pioneered the concept of "business casual men's clothing" in the domestic apparel industry.

Subsequently, Lilang’s understanding of this concept became clearer and more precise. It puts the age of consumers at the relatively mature stage of 28-45 years old, and puts forward the "simple and simple" product style positioning. "Lilang" simple men's business casual clothing is not simply simple and complex, but to promote a high level of lifestyle and attitude towards life, simple and refined counterparts, is a kind of return to the restorative style.

After the positioning of the brand, Lilang hired Ji Wenbo, a famous Chinese fashion designer, as the company's chief costume designer. Based on the original traditional products, the company redesigned and redesigned the product to make the garment not only highlight leisure but also emphasize “business”. At the same time, the company has introduced advanced clothing production equipment such as computerized sleeves, bag opening machines, computer-controlled stereotyped machines, and CAD computer-aided design manufactured by the United States, Germany, Japan, and other countries. Pants production line dedicated machine platform, so that Lilang product quality and quality levels have a new leap.

On this basis, Lilang Company puts "simple and simple" as its strategic goal for development. The current middle class, white-collar workers, business people, and successful people are pursuing or achieving a simple lifestyle in a simple manner. As Lilang, it is to meet the needs of these different groups of people. Lilang used the concept of "simple and simple" throughout the company's management and management. From the company's vision, employee behavior, product design to brand endorsements, advertising slogans, etc., all have always centered on a central concept: Lilang business casual men's clothing, simple not simple.

It is precisely this series of changes that has made Lilang finally back to life, which laid a solid foundation for the emergence of different forces in the future. At the same time, it also provides a basis for implementing new sales and promotion strategies and finding matching image advocates.