Can Lilang Save The Beauty Of Chinese Men?

Chinese men's aesthetic is awakening.

In particular, the young people of generation Z and the new middle class have an increasing demand for improving their clothing taste and fashion sense.

In the face of Yang Li's "so mediocre and so confident", although men are not very happy, they really hope to get rid of the label of "mediocrity", especially in image and temperament.

Men's wear brands with heavy responsibilities, driven by new trends and new demands, have begun the transformation and exploration of young fashion. Li Lang, who recently joined hands with Han Han and Li Dan to brush the screen and focus on elevator advertisements, is the most successful one in the transformation. 　　

　　 From light business to new business, LiLang's young fashion transformation

In the past two years, "younger" seems to be the main theme of brands in various fields. Many brands with the banner of youth, regardless of their own brand positioning and style, have begun to engage in secondary and other fancy elements.

At that time, light industry became blind to please consumers, and it became a trap and false proposition.

But LiLang never forgot his original intention.

As the pioneer of business leisure men's wear, business has always been a brand gene that goes deep into LiLang's bone marrow. In the exploration of youth, LiLang always sticks to his original intention.

As early as 2016, LiLang changed the style of "veteran cadres" and started the transformation of youth. He put forward the concept of "light business", mainly promoted less is more series, and further opened the market of young groups.

In terms of product style, LiLang follows the product concept of less is more, boldly innovates, injects fashion into minimalism, and grafts cool in business. After LiLang's improvement, suits are no longer rigid and serious, but more fashionable and casual.

In terms of fabrics, LiLang has set up a fabric research institute to strictly grade from plate making to process to factory, so as to ensure that yarn, fabric, printing and dyeing are improved in every link, and the cost performance and quality experience of products are guaranteed.

In terms of category, LiLang has insight into the common problem that Chinese men can't match, and begins to develop shoes and accessories products. With personalized waistbags, fashionable backpacks and versatile footwear, LiLang has created a complete category matrix for men's wear, which is a one-stop solution for those who are difficult to wear.

This year, LiLang put forward the concept of "new business", which combines art, music, Chinese culture and other elements into the new business aesthetics, so as to meet the dressing needs of men in the workplace on more occasions. At the same time, in the concept of "new business", LiLang uses slogans such as "upward us" and "I am quite in line with the world" to show the value orientation and way of life of contemporary new business youth.

From "light business" to "new business", it is another evolution of LiLang's younger transformation to use more open inspiration and more Yuan Yuan's clothing to help the contemporary youth to be able to do well in different fields.

　 From changing spokesmen to dominating the screen, lilanz Start again with younger age

The most well-known move of LiLang's rejuvenation is to replace Chen Daoming, the spokesman who has cooperated for 14 years, with Li Dan and Han Han.

In fact, after Chen Daoming's contract expired, LiLang's spokesperson has been vacant for six years. In this "empty window period", LiLang focused on cross-border cooperation.

Cooperate with Chang'an twelve hours to create the personality customization of "the person of time" Mr. Basha , together with Wei daxun, Peng Yuchang and other stars to create a fashion blockbuster; united with dozens of colleges and universities across the country to launch "College Award" with one million college students; signed China Daily Cover Print IP, and designed the "lilanz × chiandaly" series clothing with the magnificent design inspiration

In terms of cross-border cooperation, LiLang has been in full bloom in recent years. While continuously improving the volume and flow of the brand, it has also further entered the market of young consumers.

After having an in-depth understanding of the young consumer groups and the road of youth, LiLang boldly jumped out of the traditional consumer brand's stereotype of popular performing stars, and began to focus on the deeper cultural circles. Li Sheng and Han Han Han were selected as brand-new spokesmen. With the "new business" advertising blockbuster, the focus elevator media all over the country were dominated and formally returned to the mainstream of the city Consumer vision.

The restart of the new spokesperson means that LiLang's transformation road is starting again. In LiLang's "second up", including cultural confidence, international vision, cooperation, focus on clothing, continuous learning, positive energy, healthy life, seven new business concepts, as well as the new business aesthetics based on the integration of workplace business style and daily dress style, are LiLang's thinking and reconstruction of men's wear.

The large-scale launch of elevator media is to re communicate and deliver the brand-new brand concept and brand image with the help of the powerful mainstream detonating ability of focus. With the in-depth influence on the city white-collar and gold collar new business people, LiLang's new business image of "upward us" will penetrate into the minds of more consumer groups through opinion leaders and word-of-mouth champions. As Wang Junhong, the brand director of LiLang, said, "we can't guarantee that there will be a huge flow of traffic immediately after the official publicity cooperation, but such cooperation can be fermented for a long time because of its connotation and depth."

From business leisure in 2001 to 2016 Light business In 2020, with the new business, every young transformation of LiLang is a profound insight into the trend of the times and a unique insight into the emerging consumer groups. From the pioneer of subdivided categories, LiLang has evolved into a younger men's wear brand with more values and attitudes, and LiLang is constantly injecting new vitality into its active pursuit of change. And this year's double 11, LiLang's total network sales increased by 55% year-on-year, which is the positive answer given by the market.