In The Three Years After The Pformation, The Store Expanded 8.

From classic to fashion fashion brand operators, Li Lang step by step, to bring many changes to China's consumers.

It is reported that [Li Lang] plans to complete 2000 store expansion plans in 2020.

From classics to trends

The clothing brand operators, Li Lang, step by step, bring many changes to Chinese consumers.

At present, China's fashion industry is surging, and the fashion men's wear market is also unpredictable.

Whether in recent years, many brands participate in the road of pformation, or the Deputy brand of brand development, and the acquisition of foreign fashion brands, all these market trends have fully demonstrated the overall operation status of the Chinese apparel industry, that is, young fashion.

According to the big data statistics of win business network, in the 2017 China shopping mall's attention to men's wear brand list TOP50, fashion casual wear ranked first in 22 place, business dress and tide brand were listed on 14 and 9 respectively, and the designer brand collection shop ranked 5.

With the improvement of the overall income level and the change of consumption structure, the domestic menswear market is becoming younger and the quality pformation of handicrafts has become an industry trend.

As China's first batch of men's clothing national brand, it is also experiencing growth and pformation.

In May 18th, the "2018 winter new product conference" was successfully held at the creative headquarters of Jinjiang headquarters. The theme of this conference is "Endeavour", explaining the understanding of the trend and fashion for the guests.

Leon also plans to complete 2000 store expansion plans in 2020, with 2410 stores now owned by the company. Leon will have a large family of at least 4400 stores, and over three stores will expand over 8 years.

Three sewing machines, a hot iron.

Create the first line men's wear brand in China

Among many fashion brands, we are no stranger to the brand.

Founded in 1987, Mr. Lang's men's wear has always been an exclusive lifestyle brand of early urban white-collar workers. Its focus on creating high-quality, cost-effective clothing for the elite is the memory of the 70 generation after 80.

Although at the beginning of the business, only three old sewing machines and a hot iron, Li Nan, who was able to win the competition, built the first batch of brands in China in a few years, including brand segmentation, product segmentation and crowd segmentation.

And successfully reached the Milan international fashion week to add luster to Chinese brands.

It can be said that Li Lang, who started in Jinjiang, is the pride of a generation of Chinese enterprises.

Perhaps it is this kind of enterprise that is rooted in the character that dares to think and dare to fight, and becomes the first Chinese men's wear brand listed in Hongkong.

It is precisely because of continuous innovation and breakthroughs in the style of enterprises, in the new era of wave, can also sail away, sword refers to the eight party.

As of December 31, 2017, the product has covered 31 provinces, autonomous regions and municipalities directly under the central government, with 2410 retail outlets and 363 successful shopping centers nationwide. The total shop area is about 309 thousand and 600.

Even after the emergence of new brands, all clothing companies such as fan Kai pin, Taiping Mens, JACK&JONES, Slade, GXG and so on, which are born on the Internet, have springing up. Young men's clothing has been on the offensive. In 2017, Li Lang still reaped 2 billion 441 million yuan in revenue and 611 million yuan in annual profits.

It is worth noting that in May 2nd, Li Lang's brand story "Chu Xin Shang Jian" also boarded CCTV-1's "great nation brand development", so that the world can see the beauty and Oriental of Chinese clothing.

At the same time, we can see the unlimited creativity of a brand development.

Break the barriers of business and leisure

Smooth pformation of fashion, boy

Of course, nothing can remain unchanged.

Especially now, after 80, the 90's gradually become the main contribution to the total amount of social consumption. Its broad vision and insight, and the pursuit of the trend of consumption habits, make the design requirements of the brand more stringent.

In order to adapt to the market changes, as early as 2012, when Lang Lang took full consideration of the consumer's clothing demand, style mix and match, and played interesting elements, he pformed the classic fashion into a leisure fashion mode that suited the aesthetic interest of young people, and skillfully borrowed fashion clothes to brighten the elegant life of the new urban white-collar workers.

At the end of 2016, Lirun broke the barrier of leisure and business completely, and launched the LESS IS MORE fashion men's clothing series to suit the young people's scene design and matching, clean cut, bold collision colors and various design versions, breaking through the established business constraints, and leading the new fashion trend of men's fashion market.

In line with the development of light fashion series, adhering to the philosophy of simplicity, Li Lang also hired top foreign designers. She worked in Rafal Antos, director of men's clothing design in GAP European market, and Joji Sekiguchi, who was responsible for EJ and Circle R high-end products. She was the development director of Armani, Exchange global design director, and she was very strict with herself according to the high standards of international top trend brands.

Focus on developing products that are suitable for fashion, and actively absorb the world's top trends and design inspiration, "stand in front of the trend of the world and publicize the fashion personality".

No matter work or holiday, you can keep your taste and style.

In May 18, 2018, the "new winter products conference" in 2018, with its rich and colorful main colors, accords with the aesthetic version, texture and scene of the young people. It also increases the fashionable function when it inherits the classic style, deconstructs and deduces the latest trend.

"We are always thinking about and exploring how to bring more freshness to consumers. We are moving forward from the product structure, edition design and operation."

Liu Guangliang, director of the fashion and fashion men's clothing, emphasized so much.

In order to cooperate with this new product conference, the new winter products include many elements, such as opera, staff, warrior and so on, which give more humanistic, artistic and emotional value to clothing, and define a new aesthetic taste and lifestyle.

Rich variety of life

Product achievement trend menswear positioning

For such a firepower enterprise, covering a comprehensive product is also a powerful guarantee for the competitiveness of the industry.

Apart from gowns, casual wear, Leon also launched leather products, footwear, accessories, interior and other products.

Based on the integration of the international hot elements and the continuation of the trend of self characteristics, it has also added multiple combinations of images.

This one-stop consumption system not only quietly enhances the overall brand image of the brand, but also makes the trend of men's clothing on the battlefield open up new positions, providing rich content and unlimited possibilities for the future expansion of shops in large areas.

In addition, the forward-looking personality fashion orientation, equipped with thousands of fabrics and thousands of colors, reflects the rigorous technology and market acumen of Li Lang.

Today, Li Lang has become the new pronoun of Chinese fashion men's wear.

Follow the trend and stride forward.

It can be such a detail of style design, and the product with superior quality of material selection is very friendly.

Not long ago, Wang Liangxing, the vice chairman of the group, said in LILANZ's light fashion series that he wore only 500 yuan for his coat and 200 yuan for his T-shirt.

Something must change.

Actually, from the very beginning, Li Lang wanted to present to the consumers, not a retailer selling clothes, or displaying a fine and tasteful life. It is more like an interpretation of the attitude of life, a guide who lights the lamps of life all the time.

Today, Li Lang has been promoted from a strong "business elite" style to a fashionable young fashion boy.

All along strike.

Minimum 4400 stores in three years

As we all know, the competition in the clothing industry is more and more intense now. It is not easy to open up a shop by constantly closing the shop tide and wasting the industry. Clothing brands need more than courage.

But Li Lang intends to make the store strategy bigger and deeper and carry it out.

According to the 2017 Le Lang financial report, the group will take advantage of the consumer market to pick up a series of expansion plans.

Relevant workers also revealed that in the next three years, the group will expand 2000 stores.

Apart from the main line of the LILANZ LESS IS MORE, the company has a LILANZ product line for 25-45 year old consumers.

Among them, the LILANZ series products are mainly radiated in the three or four line cities, and will continue to be a second tier city in the future. LILANZ light fashion is stable in a second tier city, focusing on 20-35 year old young consumers.

With the combination of two swords, Li Lang is designed with a clear crowd. The 1234 line urban coverage strategy gives more choices to young urban men.

New store Research Institute combing found that in the future, Li Lang will push the new store strategy lightly.

By 2020, 600 stores will be opened in the whole country, mainly through three steps:

In February 2018, Shanghai, Beijing, Tianjin, Hangzhou and Ningbo had a total of 110, with more than 200 at the end of the year.

In 2018, it expanded to Zhengzhou, Hefei, Xi'an, Jiangxi, Fujian and so on, extending from the previous 4 provinces to at least 10 provinces.

In 2020, it opened 600 cities, mainly attacking Shanghai, Beijing, Tianjin, Dalian, Qingdao, Jiangsu, Zhejiang and Guangdong.

In addition, Li Lang is a fashion.

The leading brand of the brand has a deep thinking about its location.

Less than 200 square meters, more than 500 square meters, Ashikagami Toshiro brand's economic strength.

From 1987 to 2018, in the past 30 years, Lee Lang has always used first-class product design and high quality requirements to cater for the needs of consumer upgrading. Even facing the market development and change, he can still make quick strategic adjustment and redefine the life style of men.

Fashion is the top. Men's clothing also has many ways of dressing.

This process is bound to be very difficult, and there are always challenges.

But it is gratifying to note that a brand with strong personal IP and humanity has never given up on subversive innovation, and believes that the future will also be loved by young consumers.

After all, love meets challenges, and those who love to create are not too bad.