Basic introduction Chinese name: Li Lang mbth: Li Lang? Founder: Wang Dongxing, Wang Liangxing, Wang Congxing Time: 1987 Brand Positioning: Simple Fashion Brand Honor: Top 500 Asian Brands Headquarters Location: Jinjiang, China? Stock code: 0 1234HK brand concept: simple is not simple/less is more? Scope: clothing design, research and development, production and sales? Brand experience, product design, brand culture, brand appeal, enterprise culture, enterprise type, enterprise honor, enterprise development, business philosophy, business overview, design, international vision, Li Lang, the United States, Li Lang, Northern Europe, brand experience 1987, and Wang's three brothers-Wang Dongxing, Wang Liangxing and Wang Congxing jointly started a business. 20 12, Li Lang set up an international research and development team and embarked on the road of independent research and development; In 20 16, "simplicity is not simple" is the design concept of Li Lang, and it is also the core value that Li Lang has carefully interpreted and interpreted for more than 20 years. From the initial "showing wisdom between choices", to the abandonment of the philosophy of "more is confused, less is clear", and then to the lofty realm of "the world is unbounded and the mind is tolerant". Every step of exploration, simplicity and exquisiteness, breakthrough and tradition integration. In the unremitting solution, trade-off, sublimation, Li Lang's simple philosophy, which integrates China's wisdom, has merged into a simple new concept that embraces the world, bringing brand-new brand value experience to global business people. The concept of "business leisure" men's wear was initiated in China. After more than 20 years of exploration, it has developed into a leading brand of China business men's wear, which integrates design, product research and development, production and marketing. Now the group owns the main brand Lilang and the sub-brand L2. The headquarters of the Group has commodity center, production center, marketing center, brand management, human resources, administrative management, finance, IT, commodity planning, commodity technology research and development, international department and other departments, which cooperate closely and standardize management. Li Lang's outstanding brand charm has attracted many top designers to join. In 2002, Mr. Ji, one of the top ten designers in China and the winner of the highest designer award in China, joined us, which injected new soul into our product design. Its professional design level and international design concept have interpreted the essence of Li Lang's "simplicity but not simplicity" brand, led Li Lang to represent China men's wear on the international stage, made high-profile appearances at Milan Fashion Week, Taibei Fashion Week and Tokyo Fashion Week, and shined brilliantly on the world runway with its perfect interpretation of China elements. Development course In 2008, Li Lang rebranded the brand logo Li Lang as LILANZ, and the new LOGO design was more simple, atmospheric and international, which made the brand a starting point. Li Lang started the brand internationalization strategy. In 2009, Li Lang, as the first mainland men's wear brand successfully listed in Hong Kong, officially landed in the international capital market, which opened the curtain of capital upgrading of men's wear brands in China. Taking the opportunity of listing, Li Lang Lightning opened up the second battlefield L2, seized the huge market of mid-range business casual men's wear, implemented multi-brand management and cultivated new growth points. On 20 15, Li Lang's cultural and creative park project integrating "culture, design and research and development" was officially launched. In the future, Li Lang will urge the company to upgrade its management, marketing channels and brand strategy in an all-round way, extensively participate in the cooperation of major fashion competitions, participate in more world-class fashion exhibitions, strengthen the brand's right to speak in the international fashion industry, make a gorgeous turn to realize the "simple philosophy" and become a world fashion garden. Interpretation of brand culture: benefit: representing success; Lang: on behalf of men; Li Lang: The core idea of a successful men's brand: simplicity but not simplicity. Brand positioning: 1. Business meets the needs of target groups to show self-confidence and taste. 2. Simple and unpretentious without losing charm, and exposed without losing personality. 3. Fashion reflects the sense of design and pays attention to collocation and self-expression. Li Lang's minimalism is 1, which is chaotic at best and bright at least. It is full of prosperity. Simple is not simple. Brand appeal is simple but not simple-simplicity does not simply delete complexity, but advocates a high-level lifestyle and attitude towards life, advocating freedom and individuality. Simplicity is also a kind of pursuit, the pursuit of classics, and the pursuit of simplicity behind prosperity seems indifferent, but in fact it has a more real and profound understanding of life. Corporate Culture Innovation: Simplicity, simplicity, accuracy and ingenuity are Li Lang's innovative styles. Individualization, differentiation and internationalization are the innovative connotations of Li Lang. Struggle, courage and wisdom are the core spirits of Li Lang people. Transcendence and guidance are the inner soul sharing of Li Lang people. Mutual respect, mutual praise and mutual support are the common themes of Li Lang people. Team sharing, honor sharing, achievement sharing. Gratitude is the basis of Li Lang's personality. It is Li Langren's social responsibility to repay society, contribute to society and build a harmonious society. China Li Lang is one of the leading men's wear brands in China. As a comprehensive fashion enterprise, the group designs, purchases, produces and sells high-quality men's business casual and fashionable casual clothes. Enterprise honor199265438+February, won the certificate of total quality management issued by China People's Ministry of Agriculture1993 September, won the first place in the province's consumer goods share awarded by Fujian Urban Social and Economic Investigation Team and Fujian Branch of China Enterprise Evaluation Center, and won the first Bamin Famous Brand Fashion Exhibition Award 1994. Awarded by China Enterprise Evaluation Center as an ideal commodity recognized by consumers in Fujian market, and won Fujian Consumer Trusted Commodity Award 10.8, Fujian Consumer Trusted Commodity Award 1995 awarded by Fujian Information Agency of Xinhua News Agency in February, first prize 18 awarded by Quanzhou people in February, and advanced enterprise of Fujian coastal industrial standardization demonstration city awarded by Fujian Technical Supervision Bureau in May. It was awarded by Fujian Sub-center of China Social and Economic Decision-making Consulting Center on June 65438+1October 65438+September 09 as the first choice commodity for consumers in Fujian market, the product quality supervision and stability certificate issued by Quanzhou Technical Supervision Bureau on March 65438+March 65438+August 09 as well as the prestigious product trusted by consumers in China by China Consumer Protection Foundation and China National Light Industry Federation. Won the gold medal of products exhibited in Quanzhou Commodity Fair awarded by Quanzhou people in February, the title of Fujian famous brand products awarded by Fujian people in February, and the top ten best-selling brands in Fujian awarded by Fujian Marketing Association and Fujian Import and Export Enterprise Association in April. 1997. Won the title of member of well-known trademark protection organization issued by well-known trademark protection organization 1 1 month, won the title of the first commodity market share in Fujian Province issued by Fujian Marketing Association 1998 in March, and won the title of advanced township quality management enterprise in Fujian Province issued by Fujian Economic and Trade Commission and Fujian Township Enterprise Bureau in June. In September, it won the certificate of product quality stability issued by Fujian Provincial Bureau of Township Enterprises, the product quality gold medal of Quanzhou Commodity Fair awarded by Quanzhou People * * * 1.0 1.0999, the title of famous trademark of Fujian Province 1.999, and the title of Fujian Province's unit of abiding by contracts and keeping promises awarded by Fujian Provincial Administration for Industry and Commerce in 2000. In March, it was awarded by Fujian Provincial Economic and Trade Commission and Fujian Provincial Bureau of Township Enterprises as an advanced township enterprise in quality management; in March, it was awarded by Fujian Provincial Safety Production Association, Fujian Provincial Labor Department, Fujian Provincial Economic and Trade Commission and Fujian Provincial Federation of Trade Unions as an advanced unit in safety for 100 days; in March, it was awarded by Fujian Provincial Bureau of Township Enterprises as a product quality stability certificate. It was awarded the honor of honoring contracts and keeping promises by Fujian Administration for Industry and Commerce in June+February, 5438. In March, 2002, it became the ceremonial costume of Fujian delegation of the 9th National Games in People's Republic of China (PRC), won the title of famous trademark in Fujian Province in May, and was awarded the title of A-class tax paying enterprise by Quanzhou State Taxation Bureau in June, 5438+065438+ 10. In June, 2003, 5438+0 was awarded the most popular leisure clothing brand in China in 20001year by Clothing Times, China National Business Information Center and China Department Store Business Association. In March, it was awarded the title of National Contract-abiding and Credit-abiding Enterprise by the State Administration for Industry and Commerce, and in May, it was awarded the title of Fujian Contract-abiding and Credit-abiding Enterprise by the Fujian Provincial Administration for Industry and Commerce. In July, it became the quality tracking product of China Quality Miles, and was awarded the top ten trademarks of Fujian consumers by Fujian Trademark Association. In July, it was awarded the title of statistical integrity unit in 2002 by Fujian Statistical Information Consulting Center, and in February, it was awarded the title of the first batch of enterprises with good industrial and commercial credit in 2002 by Quanzhou Administration for Industry and Commerce. Won the title of "2002 Famous Brand-creating Advanced Unit" awarded by Quanzhou People * * *, and the trademark of "2004 Li Lang" was awarded as a national inspection-free product, an A-level enterprise with good industrial and commercial credit, an A-level enterprise with tax credit 1 month, and a famous brand product of township enterprises awarded by Fujian Provincial Bureau of Township Enterprises in February 2004. In February, it was awarded the 2002-2003 Advanced Quality Management Unit by Jinjiang Municipal Committee and Jinjiang Municipal People. In April, it was awarded the 2002-2003 Civilized Enterprise by Jinjiang Municipal Committee and Jinjiang Municipal People. In May, it was awarded Fujian famous brand products by Fujian people. In May, it was awarded the 2003 Fujian Customer Satisfaction Enterprise by Fujian Quality Association, the 2004-2005 A-level taxpayer by Quanzhou State Taxation Bureau in September, and the national inspection-free product (trousers) by AQSIQ in September. In 2002-2003, it was awarded the title of A-class enterprise with tax credit by Quanzhou State Taxation Bureau and Quanzhou Local Taxation Bureau. In 2005, Li Lang won the title of "the first brand of business men's wear". In 2006, Li Lang hosted the "World Male Model Contest Finals" on behalf of China for the first time. In 2007, Li Lang trademark was recognized as a well-known trademark in China by the State Administration for Industry and Commerce. ● Representing Milan Fashion Week, the first top international fashion week in China and even Asia; ● The industrial output value exceeded 500 million yuan and won the title of "medium-sized industrial enterprise"; 2008 ● Participated in Tokyo Fashion Week, the fifth largest fashion week in the world, and became a foreign designer and brand who participated in this fashion for the first time; ● Selected as the most potential enterprise of Forbes; ● Won "Top 300 Fujian Industrial Enterprises", "Top 0/0 Fujian Major Industries" and "Top 0/00 Fujian Corporate Image"; ● Won "Golden Spectrum Award", "2008 Most Influential Clothing Famous Product" and "National Large Industrial Enterprise"; ● Li Lang Retail Management College was unveiled; In 2009, he participated in Taipei Fashion Week for the first time as a representative of mainland enterprises, contributing to cross-strait cultural exchanges; ● The brand-new fashion sub-brand L2 came out and successfully operated, and the multi-brand development strategy officially kicked off; ● Won the titles of "International Famous Brand", "China Preferred Brand for Business and Leisure Men's Wear", "Top Ten Famous Brands in Asia", "Platinum Customer" and "Quanzhou Technology Center"; ● Successfully landed on the Hong Kong Stock Exchange and became the first men's wear brand listed in Hong Kong (stock code: 01234); 20 10 ● won the top ten leading brands in 20 10 industry; ●2009-20 10 Top Ten Best-selling Men's Wear Brands in China Market; ●20 10 China's most growing new listed company; ●20 10 China Advertiser Great Wall Award, a well-known brand trusted by consumers; 20 1 1 year ● Participate in 20 1 1CHIC China International Fashion Expo; ● The completion of the new fashionable office building has opened a top-down fashion revolution in Li Lang; ●20 1 1 China international fashion week brand award men's design award; ●20 1 1 huazun award China's most valuable listed company in men's wear industry/China's most fashionable business men's wear brand 20 12. In March, it won the Jack's 8th China Fashion Brand Annual Volkswagen Award. In August, at the 6th China Brand Festival, Li Lang was awarded "Best Creative Design Award of 20 12 Brand China Prize" 20 1 1-2065438+ and "The Most Growing Listed Company in China Clothing Industry" and "The Top Ten Most Competitive Star Enterprises in China Clothing Industry". Won the award of "China 500 Most Valuable Brands" in the 10th China Top 500 List; 201April; Won the China men's wear industry leading brand Huazun Award; And won the honor of "Top 500 Asian Brands" in the 9th Asian Brand Festival in September. 20 15 China shoes and clothing industry star In July, the most innovative brand enterprise in China clothing industry developed 1987. The initial venture capital of the company was 30,000 yuan, 3 old sewing machines, 1 old iron; 1988 introduced Hong Kong equipment and became the first factory specializing in the production of suits in Fujian Province; From 65438 to 0989, the products were sold all over Fujian, and Li Langxi became a necessary wedding dress. 1990 takes major shopping malls in China as the terminal and enters first-class cities such as Harbin, Changchun and Shenyang; 199 1 year, Li Langxi clothing was awarded the title of excellent product by the Ministry of Agriculture; 1993 entered a period of rapid development, and Li Lang's clothing sold well in 3/kloc-0 provinces, cities and autonomous regions; 1996, introducing ISO9002 international quality management system; In 2003, the State Administration for Industry and Commerce awarded "National Contract-abiding and Credit-abiding Enterprise"; In 2004, "Li Lang" trademark was rated as a national inspection-free product, and won the titles of "enterprise with good industrial and commercial credit" and "enterprise with tax credit A". In 2005, won the "first brand of business men's wear"; In 2006, he held the "World Male Model Contest Finals" for the first time on behalf of China; In 2007, the trademark "Li Lang" was recognized as a well-known trademark in China by the State Administration for Industry and Commerce. In 2007, Milan Fashion Week was the first international top fashion week in China and even in Asia. In 2007, the industrial output value exceeded 500 million yuan and won the title of "medium-sized industrial enterprise"; In 2008, he participated in Tokyo Fashion Week, the fifth largest fashion week in the world, and became the first foreign designer and brand to participate in this fashion. In 2008, it was selected as the most potential enterprise of Forbes. In 2008, it was awarded "Top 300 Industrial Enterprises in Fujian Province", "Top 0/0 Major Industries in Fujian Province" and "Top 0/00 Corporate Image in Fujian Province". In 2008, it won the Golden Spectrum Award, the most fashionable and influential clothing brand in 2008 and the National Large-scale Industrial Enterprise. In 2009, he participated in Taipei Fashion Week for the first time as a representative of mainland enterprises, contributing to cross-strait cultural exchanges; In 2009, the brand-new fashion sub-brand L2 came out and successfully operated, and the multi-brand development strategy officially kicked off. In 2009, it won the titles of "International Famous Brand", "China Preferred Brand for Business and Leisure Men's Wear", "Top Ten Famous Brands in Asia", "Platinum Customer" and "Quanzhou Technology Center". Successfully landed on the Hong Kong Stock Exchange in 2009, becoming the first men's wear brand listed in Hong Kong (stock code: 01234); In 20 10, Li Lang won the top ten leading brands in 20 10 industry; 20 10 top ten best-selling menswear brands in China market; 20 10, the most growing new listed company in China; 20 10, China advertiser great wall award, a well-known brand trusted by consumers; 20 1 1 year, participated in 20 1 1CHIC China International Fashion Expo; 20 1 1, Li Langrong won the Huazun Award of the most valuable listed company in China men's wear industry/the most fashionable business men's wear brand in China; 20 1 1 year, a brand-new fashionable office building was completed, which started a top-down fashion revolution in Li Lang. 20 12, Lilang Cultural Corridor was officially unveiled. 20 12, the groundbreaking ceremony of Li Lang Creative Park was opened. 20 12, "Meditation 20 12" Beijing Fashion Week release show; 20 12 set up an international R&D team; In 20 13, it was awarded "The Most Growing Listed Company in China Clothing Industry" and "The Top Ten Most Competitive Star Enterprises Award in China Clothing Industry"; 20 13 the 10th "China 500 Most Valuable Brands List" won the title of "China 500 Most Valuable Brands", and 20 13 put forward the enterprise development strategy of "improving quality without raising prices". 20 14 years, Huazun Award was the leading brand in China men's wear industry, and the 9th Top 500 Asian brands; 20 14 became the executive director of the sixth Council of China Garment Association; In 20 14, the new five-year strategic plan of 2018 was put forward to create an international menswear brand with a sense of design, fashion, quality, taste and the highest cost performance; 20 14 The new season's image advertisement and the first fashion micro-documentary "Chen Jijian's Journey to Northern Europe" were filmed in Copenhagen; In 20 14, Li Lang's brand L2 won the best fashion menswear brand; 20 15, Li Lang headquarters exhibition hall (Fashion Art Experience Center) opened; In 20 15, Li Lang sponsored the "immortal Van Gogh" art exhibition and held the release show of Van Gogh's clothing series; Sponsor 20 18 Russia World Cup qualifier 2065438+05; On 20 15, the Li Lang Headquarters Creative Park officially broke ground. In order to build the business philosophy of "striving for the simple but not simple life style and attitude of human beings and contributing all wisdom", the company has formulated the development strategy of "taking the road of internationalization and standardization and leading the new fashion and trend of men's wear in China", which is market-oriented and based on well-known brands. Brand Fashion Show in 2006, Paris Fashion Week in 2007, Milan Fashion Week; In 2008, Tokyo Fashion Week; 20 12, China International Fashion Week Lilang &; Ji Wenbo released the show in Beijing; 20 15 "Van Gogh Thought" Lilang &; VanGoghAlive (Li Lang &; The immortal van Gogh) cooperation concept series fashion show. Li Lang's products are sold through an extensive distribution network covering 365,438+0 provinces in China. Li Lang sells products to distributors, and distributors sell our products to end customers through their retail stores or secondary distributors. These retail stores must only sell products from Li Lang. In order to maintain a consistent brand image in the distribution network, Li Lang has formulated uniform standards, and distributors and their secondary distributors must meet these standards in the operation manuals of store display, marketing activities and daily operations. Li Lang believes that an extensive and well-managed distribution network has helped us to establish a unified brand image, which has increased the market penetration rate in Li Lang. While expanding its distribution network, Li Lang plans to open three to five flagship stores in major cities in China. The storefronts of these flagship stores will be significantly larger than the existing retail stores operated by our dealers. Li Lang believes that the new flagship store will enable us to contact the end customers more directly, so as to get immediate product feedback, further enhance our brand image by displaying all product lines, and promote the sales of distributors and their secondary distributors. Our dealers will also take our flagship store as a model and open their own flagship stores in major cities in their sales areas. Li Lang's product design covers all categories. Li Lang's products are mainly divided into orthodox and leisure fashion. Four seasons have their own products, supplemented by shirts, shoes, ties, leather goods and other supporting products. They are exquisite in workmanship, novel in style and high in quality, which are suitable for the tastes of consumers in China. On this basis, the company firmly grasps the pulse of the times, leads the fashion trend, designs and modifies the traditional jackets in time, and takes the lead in launching the new concepts of "Li Lang Business Leisure Series" and "Business Leisure" in the clothing industry, so as to meet the wearing needs of modern business white-collar workers, administrative organs and other successful people, with accurate positioning and fast market entry. At present, Li Lang's clothing includes suits, jackets, shirts and trousers, and more than 50% of them are produced by the company's Wuli Industrial Park. At the same time, we have introduced advanced garment production equipment from the United States, Germany, Japan and other countries, adopted the world's advanced equipment such as special machines for suit and trouser production lines, and developed and selected high-quality external sticking and processing services, thus ensuring the design, quality and output of Li Lang's garments. Li Lang attaches great importance to the management of upstream suppliers, thus ensuring the quality and quality of products. The products of Li Lang L2 keep up with the international trend, and are committed to integrating business, leisure and individuality. Through the layers of material selection, design and production, Li Lang L2 provides the best quality products for the young and cutting-edge people who are pursuing a high-quality life. R&D and Li Lang Design have strong design teams. For the long-term development of the group, the main brand of the group "LILANZ" set up an international R&D team on 20 12, led by many famous foreign designers, including a group of Japanese elite design teams such as RAFALANTOS, the chief designer of men's wear who was GIORGIOARMANI, and LUCIOCASTRO, the director of men's wear design of ARMANIEXCHANGE. They aim to bring new ideas to the group's always fashionable and simple product style with brand-new international design, continue to lead the fashion trend of China business casual men's wear market, and bring more diversified choices to customers. International Vision 20 1 1 At the end of the year, China men's wear brand Li Lang put huge outdoor advertisements in Ginza, Tokyo and Bangkok Airport, Thailand respectively. The content of the poster is two foreign models in China Tang suit. Li Lang launched outdoor advertisements overseas for the first time for Japanese and Thai tourists. Consumers who choose to travel abroad are generally groups with certain spending power. This group pays attention to life taste, pursues high-quality life concept, and pays special attention to dress temperament and personal image. Consumer groups in Li Lang include business people and young people who pursue fashion and business leisure. Through market research and empirical analysis, the consumer groups in Li Lang are very consistent with the high-end people entering and leaving international airports and international metropolises. May 20 12, took the spokesperson Chen to Times Square and Fifth Avenue in new york, USA, to shoot the latest commercial-"Our Times"; 20 14, once again set off overseas with Chen, and chose Copenhagen to shoot the new season's image advertisement and his first micro-documentary "Chen's Minimalist Road to Northern Europe". Going abroad again and again, let the world gradually know the "simple but not simple" Li Lang! Wang Liangxing Wang Liangxing, Vice Chairman, President, CEO and CEO of Li Lang Group. The idea of "Business Men's Wear" was inspired by Wang Liangxing, President of Li Lang, from the then popular PDA "Business Connect". In 200 1 year, Li Lang's products, from casual wear to formal wear, were endowed with the concept of "business men's wear". Wang Liangxing also put forward the brand slogan of "simplicity is not simple" and took the development of "business men's wear" as the development strategic goal of Li Lang. Later, it was put forward that "you can't just deal with cloth all day", you should "jump out of clothes to make clothes" and "integrate culture, art and creativity into clothes" to build Li Lang into a fashion and creative group so that all employees can hear, see and touch culture and art. At the end of 20 13, the strategic policy of "improving quality without raising prices" was put forward in a harsh environment, which made the order data of enterprises continue in adversity. 20 14 proposes to build Li Lang into an international menswear brand with a sense of design, fashion, quality, taste and the highest cost performance. 20 12 in may, Li Lang was led by Hu chengchu, executive director and vice president of Li Lang. Brand spokesperson Chen and Smith photographer MichaelFitzmaurice, graphic photographer StefanArmbruster who has served designer brand HelmentLang for a long time, Austrian stylist Sabina and others joined in, and business men's wear went to Times Square and Fifth Avenue in the United States to shoot the theme advertisement of "Our Times". Following new york's Our Times, she once again set off overseas with the spokesperson Chen and SUNTCHIBRANDING, a domestic boutique fashion consulting and creative agency, and chose Copenhagen, the world design capital, to shoot a new season's image advertisement and the first micro-documentary called Chen's Minimalist Journey to Northern Europe.