Lee Lang brand men's achievements in China's men's brand marketing model

Recently, Lilang men's clothing brand won the 2011-2012 best-selling men's brand in China's honorary title. It is reported that the selection of activities by the China National Business Information Center, China Department Stores Business Association, China Textile News, Clothing Times co-sponsored. Activities designed to attract and promote the rapid and healthy development of China's garment industry; establish an excellent public brand image of China's garment industry; improve the market competitiveness of the apparel brand and social reputation; reasonably mobilize all resources in the garment industry chain; and establish mutual trust and mutually beneficial cooperation Mechanism; strengthen China's garment industry towards the international pace. According to the organizers, the event took full account of the brand's visibility, regional influence, management experience, market development capabilities and other soft targets, but also take full account of brand sales, shopping malls, capital strength, channel value and other specific indicators. The selection method adopted the top 20 brand apparel sales in the country according to the statistics of 100 large-scale shopping centers, 50 well-known professional apparel markets and the 2011 China National Commercial Information Center. Subsequently, the organizers, department stores, professional apparel market, the apparel industry veteran experts, the media review panel composed of professional judges final award-winning brands. (Figure) Lee Lang won the 2011-2012 best-selling men's brand in China 2012, due to the global economic environment of inflation, the decline in consumer purchasing power, as well as the existence of China's apparel industry itself, product homogeneity, lack of brand characteristics due to lack of competitiveness , The brand expansion rate exceeded the growth rate of the market and other reasons, many Chinese clothing brands are facing the pressure of sales. In the same market pressure and industry environment, Lilang was able to counter-current, the products continue to sell well in the Chinese market. In the Lang Lang Zhejiang market during the visit, the reporter found that Lang Lang has become able to become China's best-selling men's brand, can not be separated from these key words: precise positioning, advancing with the times, hard work. It is these several key words in series Lili Lang men's thriving in the Chinese market, but also to Lilang become China's men's brand marketing model. Precise positioning deeply rooted Brand positioning is the primary task of brand management, is the foundation of brand building, brand management is the prerequisite for success. At the beginning of each brand, each brand will seek its own brand positioning in the vast market and guide the building of brand image, product style and so on for a certain period of time. Know little, the importance of brand positioning also self-evident. The positioning of the brand not only standardizes the enterprise's own development. It is also an effective way for consumers to better understand the brand culture and identify brand values. However, some brands choose to develop a brand positioning, just "wishful thinking" to promote high-end positioning to consumers, while ignoring the brand's own building, product style and so on. The Lee Lang brand is different, after many years of brand management, Lee Lang business men's positioning and "simple but not simple" slogan enjoys popularity is obvious to all.

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