From "simple but not simple" in 2002 to "LESS IS MORE" in 2016, Lilang Men's planning ideas for its brand positioning upgrade and future product business portfolio have been fully formed. In simple terms, based on the rejuvenation strategy, the two core branches of “Quality†+ “Design†are upgraded: on the one hand, they have excellent supply chain (craft and fabric) capabilities, on the other hand, they are designed to be “original fashionâ€. "Go deeper."
From the suit category business to the involvement, manufacturing and sales of all types of men's wear, the Lilang has been established for 32 years and has been listed as a towering tree in the Chinese menswear industry. The growth process of Lilang has spanned the development and changes of the entire garment industry in China.
From the beginning of China's garment industry in the 1980s and 1990s, to the madness of corporate brands in the early new century, international fashion apparel giants began to enter the market in 2006. Local clothing relies on production costs and channel scale advantages to compete with them, and then rise to e-commerce. The development of commercial real estate slowed down. In the past 12 years, the apparel industry as a whole entered the inventory cycle. Finally, the rise of mobile e-commerce, intergenerational consumption switching, multi-channel composite business has become an important weapon for deep exploration of new consumer value.
As the leading brand of men's clothing in China, Lilang has almost seen every wave of change in the apparel industry. At the beginning of the new century, the brand awareness of Chinese enterprises was awakened. Lilang took the lead in proposing the concept of “business leisure†clothing category, which opened the starting point of the Chinese clothing industry category strategy. In 2016, based on the rise of mobile Internet and the insight of intergenerational consumption switching, Lilang launched the trendy LILANZ LESS IS MORE series. Until 2018, there was a huge watershed in the development of China's garment industry, and the younger fashion became more and more obvious.
The background of Lilang's launch of the LESS IS MORE series is that the Chinese apparel industry has completed the destocking cycle. Lilang's annual revenue for the year of 2018 was 3.17 billion, with a profit of 751 million. Both revenue and profit were both record high, achieving the fastest growth in the seven years since the transition. The rise of the mobile Internet has led to the rise of new consumer groups represented by the post-90s. At that time, China's consumption was in a special stage of change, from structure to brand to the entire supply chain and manufacturing.
Regardless of the dimension, the 2016 Lilang is facing the key node of growth breakout, and needs to break the dependence of the past success path to adapt to embrace new consumption and create new long-term value. Lilang proposed the concept of LESS IS MORE, which is at such a historic moment. In simple terms, with the new consumer group after the 90s as the core, the direction of the younger strategy is to upgrade the two core branches of “quality†+ “designâ€: on the one hand, it has excellent supply chain (process and fabric) capabilities, on the other hand Let yourself go deeper in design, that is, "original fashion." The focus is on the coupling between the front and the back: using the mature channel scale to systematically aggregate the data on the business and tap more consumer value. At the same time, continue to exert strength in the background, promote the efficiency and quality of the supply chain, and enter new growth. aisle.
From product-oriented companies to owning their own fashion operating system platforms, this is the key to Li Lang's break-up.
What is LESS IS MORE
The famous architect Ludwig Mies van der Rohe in the 1930s said that “less is more†is a design concept that advocates simplicity and opposes excessive decoration. Bauhaus Principal Gropius said that just by decorating and beautifying the appearance of the product, and not being able to better play the function of the product, such beautification may lead to the destruction of the form of the product. And Li Liang, the president of Lilang China, had a more specific explanation of the clothing LESS ISMORE concept in the exclusive interview.
Wang Liangxing admits that the independent design of clothing enterprises can not be limited to styles, crafts and patterns, but fabrics are the most critical link. Fabric innovation is the basis for supporting “creative transformationâ€.
“In the past, most clothing companies in China were doing ODM. Lilang did not have the ability to develop fabrics at first. But when foreign designers joined, the supply chain of the whole company could not support their creative transformation.†Wang Liangxing explained: “If you don’t do In the fabric research institute, it is difficult to make a big breakthrough in the design of clothing styles. Many sample garments can be developed, but they cannot be mass-produced according to the sample clothing standards. We recruited many engineers from overseas and tried to do it while trying to do it."
——“After seven years of low-key transformation, we are welcoming a new peak in sales growth. What changes have occurred in Lilang? Gorgeous Zhi Interview with Li Liang, President of Lilangâ€
The concept of Lilang LESS IS MORE is from the development of scale to more attention to the development of fine specialization, from the renewal of brand image to the commitment to quality innovation. In the words of Wang Liangxing, to do the best design, layout and comfort, such goals need to be supported by excellent ideas and advanced supply chains.
Less is more, that is, more focus on innovative product power
Observing Japan's consumption upgrades found that when the economy entered the medium-speed stage, the per capita GDP reached 8,000 US dollars, and the consumption upgrade really began. In 2016, China's per capita GDP reached 8,000 US dollars, and the consumption power and willingness of clothing are constantly improving. People are pursuing a higher quality, healthier lifestyle, and the demand for clothing is becoming more and more personalized and refined.
Early Chinese clothing brands and international giants competed more on cost advantages and channel scale. After decades of development, China's apparel industry chain is very mature, and existing brands are facing homogenization challenges. The LESS IS MORE clothing concept proposed by Lilang means to be refined and deep, and it is embodied in the R&D investment of new materials and the in-depth development of existing surface materials.
Lilang established the fabric research institute, the industry-university-research cooperation, and aggregated more than 400 domestic and foreign top R&D design experts, grading the plate-making center, process center and factory, from the source yarn, fabric, printing and dyeing to the later laboratory testing, LESS IS What MORE is doing is deeper supply chain technology innovation and better product innovation in the background, and it is more suitable for the expectations of new consumers in the foreground for product cost performance and quality experience.
Take the 1s one-handed quick-drying T-shirt as an example. It is the innovative star of Lilang launched last fall. Its fabric is made of European shrub wood pulp. After blending and environmentally friendly processing, it is reconstituted with pure natural wood fiber, which is smooth and soft. Hanging anti-wrinkle, dry and neat, one-handed wear and tear only takes 1 second, which is in line with the pursuit of young lazy people.
The essence of the enterprise is continuous innovation, and the essence of innovation is restructuring + prominence. The core of Liss LESS IS MORE is that the strongest innovative products drive everything, which is what Kotler calls the essence of marketing – improving product power to create customer value and customer fit, making sales redundant.
Less is more, that is, reducing redundant emotional design
The product is the carrier of the function. After the early decoration and only the minimalist evolution of the function, the modern minimalist design product also needs to satisfy the user's certain emotional needs. But remember not to waste more things to do, reorganize with highly refined core elements to reduce the extraneous emotional design to create prominence.
The clothing industry, it is not only the manufacturing industry, but also the creative industry. The IP of the original product is the most important breakthrough of Liss LESS IS MORE. It is based on consumer perception and uses the “single product/single series IP image†to convey the product advantage. Through the symbolized IP of the product, the product differentiation is presented. Thereby attracting different consumers in different styles.
Li Jun commodity planning director Wang Junhong believes that IP creation is the third trend in the apparel industry, in addition to brand rejuvenation and smart consumption. He said, "Now, whether it is cross-border cooperation, image co-branding or creating the ultimate single product, each brand is striving to shape its character, showing itself to the public with independent and distinct "emotional attitudes" and taking advantage of the mental resources. At the top, the apparel industry is also linking brands and young people in a multitude of bold ways."
When discussing what is truly “less is moreâ€, people are always caught in the strange circle of how much research function has on the simplicity of the product. But perhaps the simplicity of the LESS IS MORE design has nothing to do with the number of product features, but with the way we think.
Less is more, that is, more attention to the user experience
The broad "design" is everywhere, and the narrow "design" history begins in the court. The aristocrats who have left the food and clothing problem need more refined products to improve their quality of life. Therefore, there are exquisite embroidered tapestries and the appearance of luxurious furniture.
With the changes of the times, industry has opened the curtain of modernization. The nobility no longer exists, the design returns to the folk, the design becomes a framework consisting of factors such as cost, environment, culture, market demand, brand, etc. Whether it can fill the missing gaps in this framework, accurately capture the pain points of users and solve the problem. This is the direction that Lilang LESS IS MORE is always anchored.
To put it another way, LESS IS MORE does not design something specific, but handles the relationship between clothing and people.
Deep understanding, mining needs:
There is a huge imagination in the collection, storage and utilization of big data in the Internet era. Behind the mature membership system is a promising gold mine. Amazon is the vanguard of building a membership system. From this, we can also see the importance of the membership system to the overall ecological construction of the company.
In 2004, Lilang began to analyze data on sales data and member management systems to gain a deep understanding of consumers. At present, the number of members of Lilang has reached 4 million, which has become the source of Lilang's deep tapping of consumer demand. Lilang's commodity planning department, sales department, and commodity research and development department will conduct research on consumers and markets separately; the research objects are divided into two modules: “stock consumers†and “potential consumersâ€; after collection, the three departments collide together. Determine the product plan for each season.
Use visual effects to pass more information
The author of the unconscious design, Naoto Sasuke, once said that if the small problems caused by the discontinuity in the behavior are solved, then everything will run smoothly and naturally.
In the era of new consumption, how to make customers instantly sticky to the product is the focus of Lilang LESS IS MORE. Therefore, Lilang Light Fashion uses products, scenes, interactive experiences and other diversified services to create a visual ecosystem that allows products to “talk†to consumers, enabling consumers to get three-dimensional information in a very short time, through subconsciously User interaction with the product leads to higher purchase decision rates.
Not only that, but also into the Lilang light fashion LESS IS MORE will also find that in order to improve the publicity of the store image, the overall store style is more dynamic and lively. The space scene design of the large open space, the three-dimensional glass lines, the black and white gray main color matching, the wooden structure border, around the "comfort-oriented, comfortable and born" design philosophy, giving consumers a different visual impact.
When the early Internet was not popular, people were hungry for this emerging world. The current Internet is very different in form from the early days. Most of the information comes from the result of human interaction, and all kinds of information really explode. People's demands for information have also increased, and they have begun to choose more valuable content. The process of this choice is also exhausted by the outbreak of information.
Lilang has always focused on creating simple clothing products, and this pursuit of “simplicity†has been extended beyond the products. Lilang LESS IS MORE is fully aware that it is difficult for a single product and technology to maintain its own vitality, and its strategy is to maintain its leading position and strengthen its own innovative products and service chain.
From the design of men's IP elements, the development of surface accessories and the functional services of the store, in the world of Liss LESS IS MORE, innovation means eliminating unnecessary elements, thereby highlighting the necessary elements, refined and meaningful, truly reaching LESS IS MORE - Less is more.
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