Lilang: Leveraging Strong Media to Build the First Chinese Men's Brand

Looking back at the Chinese apparel industry in 2004, “Lilang” was once described by the mass media as a “dark horse” that forced hurdles and forced breakthroughs. “Lilang” and “Lilang Business Men’s Wear” became the focus of everyone’s attention and was recognized by the industry. Announcement: Entered the "Lilang era"! Within one year, many honors such as "National Exempt Inspection Products," "China's Most Influential Brand in the Apparel Industry," "Top Ten Outstanding Entrepreneurs in China's Brand Building," and "Film Awards for Film and Television Advertising," etc., came in, and franchisees scrambled for fear. Urgently demanding the local Lilang franchise to be invented... and counting the rewards of those who work overtime and work day and night, Lilang people seemed to wake up overnight and truly feel the magic of the “ad effects”.

Accumulate and choose high-quality media to build brand awareness

In the brand war of the 21st century, advertising marketing has become a catalyst for brand marketing. How to win a place in the brand war and make it grow stronger is the first question that entrepreneurs and brands need to think about in marketing strategy. In today's fierce competition in homogenization, especially in the apparel industry, barriers to entry, product quality assurance, fabric selection, and style update speed are no longer the first point of appeal for consumers. When the commodity economy enters a non-monotonous product sales and shifts to the “three-in-one” marketing era of product + brand + brand add-on practical value, how can we cater to the brand value and brand added value that consumers generally pursue? Through which means of communication can the brand be introduced to consumers, so that consumers recognize brand value? Many brands created by companies and enterprises have lost their way in choosing a marketing strategy – is it a traditional market sales model or is it a combination of mass media to achieve a win-win situation in product sales and brand value transmission?

The "Lilang" brand grew up in the late 1980s. From 1990 to 1999, "Lilang" has always been a well-known brand in Fujian Province, but around the year 2000, the company encountered an unprecedented market shock, once dead or even "emerging." As a result, Lilang decision-makers, who are well versed in brand competition and market management, conducted many investigations nationwide and invited many experts, professors, and friends in the advertising industry to diagnose the brand, and respond to changes in the market structure of the product. Do a series of research and analysis. Through continuous innovation and integration of brands, Lilang has achieved a strategic position of moving from a single suit to a casual men's brand. Li Lang, after nearly 20 years of brand settling, faced many domestic media who had competed at the same time and promised to distribute advertisements at relatively low prices. They did not move and did not blindly launch advertisements. Instead, they calmly analyzed various domestic media. Advantages and inadequacies in advertising dissemination, and constantly adjust advertising marketing strategies, ready to go.

In the end, Lilang men's wear embodies the essence of wisdom, hammers out the core concept of the brand, and selects the best time for dissemination by referring to the channels for the dissemination of many successful brands. It timely lands on China’s highest-end advertising and communications platform, CCTV, through this high-quality media. In the national market, the reputation and popularity of the Lilang brand are quickly established.

Grab CCTV-5 Professional Channel to Boost Brand Growth

Through a series of advertising campaigns, Li Lang has been involved in a brand-new approach to brand promotion. How can the brand philosophy be further improved and further penetrated into people's hearts? How to retain the novelty brand awareness of consumers? How to raise public awareness of consumption?

In the face of overwhelming advertising media, Li Lang fancy a unique CCTV-5 sports channel and use it as an important communication platform. First, CCTV Sports Channel is the only national professional sports channel that covers the entire country and has a wide and stable audience. It is the most authoritative and most professional sports media in China. Second, with the approach of the 2008 Beijing Olympics, CCTV-5 has developed into a strong medium for establishing and maintaining emotional bonds with target consumers. It is an advertiser. The brand “endorsement effect” brought by the brand will greatly enhance the value and culture of the brand. This differentiated communication is crucial for the brand.

In 2003, Li Lang signed a full-year sponsorship program for Sports News, a well-known column in the news channel of the sports channel. The advertising effect was remarkable.

During the 2004 Olympics, Lilang resolutely spent huge sums of money to conduct a full-scale bombing of the CCTV media, including the Olympic Games-based sports channel, in a half-month period, so that every Chinese person can feel the Olympic champion's demeanor. Enjoy the unique brand charm of "Lilang Business Men". Facts and repercussions have once again proved the great success of Lilang’s move: through the advertising sales during the Central Five Olympic Video Games, the “Lilang Business Men’s” brand stores have exceeded 1,000 from the first half of 2004 to the end of 2004. , an average of 80 homes opened a month, and 2.7 specialty stores opened one day. The sales volume has doubled on the basis of 2003, achieving a brilliant performance that has tripled in three years on the basis of 2001.

Successful men in modern society are all pursuing a new “simple but not simple” lifestyle and attitude. At the two orders held on December 10 and December 2004, nearly a thousand dealers from across the country expressed their emotions: “With the Lilang brand near CCTV’s bombarded advertising campaign, local consumers have turned to Lilang Business. The brand concept of men's clothing has gradually risen from a formal understanding to a rational understanding. The slogans that Li Lang frequently replaced in the short term were: 'Suit is also casual, simplicity is not simple', 'internal and external cultivation, there is also grace and temperature' and so on. Strong interest, and the direct connection of this curiosity and interest with the product, so that there are several Lilang business men's clothing has appeared out of stock. As a Lilang people, the pride is also accompanied by increasing brand influence." Even the provincial general agents jumped to the stage and competed to set sales targets of tens of millions in 2005.

In 2005, during the week of the 48th World Table Tennis Championships, nearly 5 million yuan worth of brand advertising was put into cheering and cheering with Chinese people in the live broadcast of CCTV 5 sets. At the same time, Lilang again chose to launch the CCTV-5 "Sports News" 2005 full-year tips to ensure the effectiveness and continuity of advertising.

Recreating glorious highlights Lilang brand cultural charm

The connotation of brand culture is the essence and behavioral values ​​of collective wisdom formed through the cumulative development of companies and brands. In 2005, Lilang Company once again set itself a sales target that doubled from 2004, and “forced” every dealer to make a profit. In the synchronous operation of sales tasks and brand building, in 2004, Lilang Company revised its corporate culture to “sincerity” and established the brand construction of “going internationalization and standardization and leading the new fashion and new trend of Chinese apparel” in 2005. the road. On the dissemination platform, Lilang continued to choose CCTV's strong media, especially CCTV-5, continuing to convey the brand value and cultural characteristics of Lilang to the target audience. With sportswear, this weapon grabs the commanding height of the consumer market.

Because of the successful link between the brand culture and the media, Li Lang became the model for using the CCTV advertising effect in the apparel industry in 2004 to realize the dual goals of brand culture promotion and sales tasks. Therefore, the company has entered a stage of rapid development.

Through the advertisement dissemination of CCTV, a powerful media, the brand concept of “Lilang Business Men” has gradually been promoted and penetrated into the minds of consumers. Lilang's brand-name culture of “atmosphere, quality, and simplicity is looking forward to perfect integration with CCTV’s strong media image, creating a brand new height and realizing Lilang’s goal of building the first Chinese men’s brand.