09 Lilang new strategy: to eat cake to do their own

In the face of difficult-to-addict consumers, how can Lilang locate its own brand in the face of a strong market? How can Lilang quickly find the target and achieve it? In the ocean of commodity economy, the symbol of commodity economy is the brand. In the vast sea of ​​brands, how can consumers easily identify their own brand? How to make the brand in the heart of consumers? This article by the Chinese shoes and apparel brand marketing expert Zhao hero, with you to share Lilang, the rise of Chinese clothing brand model!

Nowadays, Lilang Business Casual Wear has become a symbol of self-realization and self-expression for outstanding men who are longing for success. This immortal brand identity is the result of many years of meticulous construction by Lilang, and this build project is still continuing. ......

Problems often encountered by domestic clothing brands

Why do we have so many short-lived brands around us? Why does the sales drop immediately after the ad stops? Why changes in personnel can also lead to brand devaluation? Why can't most brands become strong brands?

Liu Dehua, Zhang Xueyou, Zhao Wenzhuo, He Jiajin... Most clothing brands adopt the “celebrity + intensive launch” communication mode to enhance the popularity; the brand content mining and brand association are more rigid, and the brand core value and personality establishment are insufficient.

How does Lilang break out?

Jianghu? Where are the rivers and lakes? Where there are people there are rivers and lakes, where there are clothes there are clothing rivers and lakes ... ... the poor is thinking, security is confusing, the rivers and lakes is nothing more than this. Lilang accurately aims at the global apparel market. The successful clothing brands in the world all have the advantage of the core value of the brand. The core value appeal point is in line with the product characteristics and corporate culture, and has the comparative advantage of sustainability with other competing brands. The core values ​​of the brand are usually shaped from the following three levels.

product value. Taking the product's practical value, perfect quality and professional design as its unique potential energy, it is the easiest to bring instant sales benefits. But garments are a combination of innovative fashion and homogenization. Innovations in function, craftsmanship, and design are easily imitated by rivals. Products] Relatively advantageous brands should not be used.

Personality connotation. Satisfying the needs of individual emotions and spirits has a unique "symbolic" meaning for consumers. When personality concepts and identity are popular, the more unique spirit brings higher value-added, the more able to distinguish competitors and win a fixed consumer class resonance.

Cultural creation. The creative ability of culture enables the brand to drive consumer trends in a wider range of social classes. The visionary and deep cultural connotation of the manufacturers realize that it is not enough to satisfy the individual needs of consumers, but also to expand and integrate the brand culture into all aspects of social life, to form a way of life, and create a large cultural industry.

Lilang's core values: What kind of business methods make men heart?

Li Lang's situation at the time: In 2003, “Friday served on a daily basis” became increasingly popular among white-collar workers. In daily business meetings, more and more people are eager to wear their own style. Some mid-range “non-suit, non-casual” brands with more refined taste are very popular. Li Lang seized the opportunity of the new trend, entered this market, and understood the dress needs of most white-collar business people and explored their inner world. Lilang provides them with comfortable products - comfortable design, comfortable and comfortable arm design; fashion - go with the trend of Europe, simple fashion, no extra results; perfect details - shirt with side slit and back In the design of the split-knife, pockets have various changes such as bag control and patch pocketing; the craftsmanship is high-tech fabrics, which are not only anti-wrinkle and anti-scald, but also have a crisp, natural appearance. This "non-dress suit" is not a "casual dress", reflects their uniqueness reflected in the unassuming.

The test sales effect is that such products soon form a group of core use groups: professional and technical personnel, service personnel, individual industrial and commercial households, and business service personnel. They are the new quintessential stratum that is eager to be understood and eager for value recognition.

Li Lang's strategy: To eat cake to do it by himself

Establish the concept of "business casual men's clothing". In the pattern of formal and casual wear in the apparel industry, this new concept of dress between “business” and “leisure” is quickly recognized by consumers. People who like this type of product just like the product to properly embody their style of dress in a place where they do not show publicity. As a result, Lilang pioneered the concept of “business leisure” and opened up the territory of a glorious clothing brand kingdom.

However, after Lee Lang put forward the concept of "business leisure", many brands on the market can be described as "the stones of the mountains can be used to attack jade". Almost all big and small brands have introduced products similar to the concept of "business leisure". Such as Luo Meng's Luo Guan, Peacebird's Shi Shi Bode, Fugui Bird Business Leisure, Caizi New Formal Wear and so on. How does Lilang take the lead in this conceptual war?

The real concept is based on the sense of identity of consumers. How to make this group of target consumers agree Lilang brand, so that the target consumer group agree Lilang business men?

Understand a group of target customers with individual connotations. Clothing is a high value-added product, and its vitality lies in the deep attraction of consumers' spirit level! Learning from the successful models of international mature brands and exploring the dress code of consumers and the inner world of emotions, Li Lang believes that hard should establish its own brand core values ​​in such a stable ethnic group, and shape personality connotation to differentiate its competitors.

They are business men aged 28-40, with a monthly income of more than 3,000 yuan. They are highly educated by high school or above. They have a certain career foundation. They are on the road to success. They have certain social experience and appreciative power. They have their own opinions on the affairs. Not mediocre, but not unconventional; not assertive, with a sense of self-affirmation of superiority; hopes to succeed, but do not blindly follow the fame and fortune, have a certain understanding of their own, knowing which way is best suited to express themselves and emphasize themselves.