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In the face of all the difficult consumers, the face of strong market, Lilang how to position for their own brand? Lilang quickly find the target, be targeted? In the vast sea of ​​commodity economy, the characterization of the commodity economy is the brand, in the ocean of the brand, how to make it easy for consumers to identify their own brand? How to make brands planted in the hearts of consumers? This article by the Chinese shoe brand marketing expert Zhao Yingxiong, Li Lang with you to share, the rise of China's clothing brand model! Saying, Lilang business casual clothes has become a tailor-made for the success of the best men, a sign of self-identity, this immortal brand psychological identity, is the result of years of careful planning by the Lilang, and this building continues ...... Domestic clothing brands often encounter problems Why do we have so many short-lived brand? Why stop advertising, sales fell immediately? Why personnel changes, will lead to brand devaluation? Why most brands can not become a strong brand? Andy Lau, Jacky Cheung, Zhao Wenzhuo, He Jiajin ...... Most clothing brands use the "celebrity + intensive delivery" to enhance the visibility of the spread of the form; brand content mining and brand relevance is more rigid, the brand's core values ​​and personality to establish inadequate. Lilang how break through? Rivers and lakes? Where are the rivers and lakes? There are places where there are rivers and lakes, there are costumes arena ... ... poor change, security is chaos, rivers and lakes than this. Lilang accurately look at the global apparel market. The successful apparel brands in the world all have their own core brand values. Core Value Appeal Fit product characteristics and corporate culture, with other competing brands have a sustainable comparative advantage. The brand's core values ​​are usually shaped from the following three levels. product value. Practical value to the product, perfect quality, professional design for the brand potential, the most easy to bring real-time sales effectiveness. However, clothing is a combination of innovative fashion and homogeneity, innovation of body, function, technology and design, which is easily imitated by rivals. Brands with no comparative advantage should not be used. Personality connotation. To meet the needs of personal emotion and spirit, the consumer has a unique "symbolic" meaning. When the concept of personality, identity, popular, the more the spirit of the more unique to bring high added value, the more able to separate competitors, won a fixed consumer class resonance. Cultural creation. Cultural creativity enables the brand to drive a broader consumer trend in the social class. Far-sighted and have profound cultural connotation of the manufacturers realize that only to meet the individual needs of consumers is not enough, but also to develop and integrate into the brand culture and social aspects of all aspects of life to form a way to create a large cultural industry. Lee Lang's core values: What kind of business approach to a man's heart? The situation of Lilang at the time: In 2003, "Casual Dress Day on Fridays" became more and more popular among white-collar workers. More and more people were eager to wear out their own style in daily business meetings. Some taste more sophisticated mid-range "non-suit, non-casual" brand popular. Lee Lang seize the new trend of opportunity to enter the market, and understand the most white-collar business people's dress needs, and explore their inner world. Lilang provide them comfort products - the use of human body comfort design, relaxed and comfortable arm design, freedom of movement; fashion - with the trend of Europe, simple and stylish, no extra results; perfect detail - coat with side fork and after In the design of the fork, the pocket has control bags, patch bags and other changes; superb technology - high-tech development of new fiber fabrics, not only anti-wrinkle free iron, but also the appearance of stiff, free and natural. This "non-suit dress" is not "a casual dress," embodies their unique things in the unassuming place. Test marketing effect is that such products quickly form a group of core users: professional and technical personnel, working personnel, individual industrial and commercial households, commercial service personnel. They are the new middle class that longs to be understood and eager to gain value. Lee Lang's strategy: eat cake to do their own to establish "business casual men" concept. In the formal apparel and casual wear clothing industry dominated the world, this between the "business" and "leisure" between the new dress quickly gain consumer acceptance. People who like this type of product just like their products in the unassuming place. As a result, Lilang pioneered the concept of "business and leisure", opening up a splendid brand kingdom territory. However, following the introduction of the concept of "business and leisure" by Lilang, many brands in the market can be described as "the stone of a mountain can be jade", and almost all the big and small brands have introduced the similar concept of "business and leisure". Like Luo crown's Luo crown, peacebird's Peibird, rich bird business casual, witty new dress and so on. Lilang how to dominate this conceptual battle it? The real concept is based on consumer identity. How to make this group of target consumers identify Lee Lang brand, so that the target consumer group Lee Lang business men? Understand a group of target customers with personality. Clothing is a high value-added products, vitality lies in the spirit of the consumer deeply attracted! Draw lessons from the successful mode of international mature brands to explore consumer dress requirements and the emotional world, Lilang think hard should be in such a stable ethnic groups to establish their own brand core values, shaping the connotation of personality, to differentiate competitors. They are 28-40-year-old business men, with a monthly income of more than 3,000 yuan. Having received cultural education at or above high school, they have a certain career foundation and are on the road to success. They have some social experience and appreciation, have their own opinions on the affairs, Unwilling to mediocrity, but not unconventional; not assertive, with self-affirmation of superiority; hope success, but not blindly follow the fame and fortune, have some understanding of their own, know which way is best for self-expression and self-emphasis. Brand buttons: the establishment of their own personality connotation of the brand Lee Lang brand advocacy: simple but not simple Lee Lang is designed for the success of the men and the creation of business and casual wear is a sign of self-display, dissemination of the inherent charm of men. Lilang best known mature men's dress psychology, he put the European trend of flexible elements into the business casual clothes, simple and not simple, taste and style are not short of two, making the dress of the individual temperament vividly demonstrated. Lee Lang is not overwhelming clothing, it is integrated with the charm of mature men, and to strengthen this charm. Brand personality content portrayal: please Chen Daoming achievements Lang Lang "inspirational" pinpointed the direction, it is time for action! Either do or do best. The best image of the spokesman, the best ideas, the best production. This is Li Lang's insistence. Chen Dao Ming either play Kangxi or gang leader, are very good. From the personal message page of Chen Daoming, he gives the impression that people who know him from the bottom of his heart, whether as young as 8 or as long as 60, are attracted by his personal charm. Consumers like Chen Tao is not the face, is not good or bad, nor is it great or ordinary, but care about their own intrinsic qualities: self-confidence restrained, pay attention to spiritual connotation, wisdom, strength, issued by the mature man Charm. China created, Lee Lang exclusive "business men" At this point, Lilang brand experience to international standards, Lilang established and occupy the "business casual men" this territory, represented by Chen Dao Ming Lilang business casual men and deeply attracted "There is wisdom and wisdom outside Wu Fengmeng man," "Simple but not simple" is the Lilang brand claims, but also the consumer's motto. Lee Lang in the minds of consumers to establish a strong relationship between the equation: Lee Lang = business casual men's clothing; Lee Lang business casual men = simple but not simple = there is no wisdom and cutting edge smart men.