Lilang Business casual men's clothing: brand endorsement and then move

Along with Chen Daoming’s slogan “The suit is casual, simple but not simple,” consumers have experienced the unique brand charm of Lilang Business Menswear.

“Lilang, the first person to attract me was Chen Daoming, the spokesperson for the company.” Mr. Wang, the dealer who opened two new Lilang fashion stores before the National Day, greatly appreciated the slogan “Simple but not simple”.

Mr. Wang believes that in the impassioned film and television scene, Chen Daoming is a rare big star calm temperament calm, and Lilang clothing brand style is very much match. He said that in this clothing industry full of youth idols, ha ha ha y, and respected foreigners, Li Lang chose Chen Daoming as the “old man” to advertise with great eyes and injected fresh blood into the flashy advertising market.

Why is Chen Daoming?

Chen Dao has indeed brought Lilang a substantial market return. "In just a short period of three years, our sales have doubled 10 times." Lilang founder Wang Liangxing said. However, Li Lang was facing a severe market situation when he decided to choose who would serve as the spokesperson.

Wang Liangxing recalled that due to the increasingly fierce competition in the homogenization of the apparel market, “Lilang moved from initial success to standstill, to recession, and even to the brink of bankruptcy from 1995 to 2000.”

In 2001, Wang Liangxing painfully resolved that "Lilang must embark on a path of differentiation." At that time, Li Lang was positioned as a business men's wear. Wang Liangxing said that the idea of ​​business came from the PDA "Business Communication" that was at the time being very dynamic. Wang Liangxing frankly admitted that entering the clothing market can not be tough, Libra than the suit, but Shanshan, Luo Meng and other high-end brands, do casual jackets than seven wolves, cards, tyrants.

Wang Liangxing further discovered that with the continuous development of the social economy, there are more and more domestic businessmen. “After traveling abroad, we discovered that when conducting business negotiations abroad, it is not as serious as China. How can it be both graceful and relaxed? Therefore, we came up with a concept of business leisure.”

After establishing the brand positioning of Lilang Business Men's Wear, who should be the image spokesperson? "I chose many options before Chen Daoming, Ren Xianqi and Luo Jialiang, including the head coach of the national football team that impacted the World Cup at that time, Milo." Hu Chengchu, deputy general manager of the specific operation image spokesperson's draft at that time, recalled, "A lot of people have chosen us." One by one, research and exclusion. When Chen Daoming was mentioned, there was a very consistent feeling immediately because his popularity and his own connotation could just convey Li Lang's brand connotation: simplicity, atmosphere, and taste.”

Hu Chengchu said that after Chen Daoming did not accept ads, and his "Kangxi dynasty" has not yet been released. “When determining Chen Daoming’s role as an image spokesperson for our company, when facing him directly, consider whether the community’s commentary on the performing arts, the rumors of some stars, and whether we’re making clothes, can he interpret our costumes? In my style, I met him with concerns.” Hu Chengchu stated his complicated feelings at the time.

“When we first discussed with Chen Dao-ming, I discovered that he was originally an actor who had a lot of culture and had a deep understanding of clothing.” Hu Chengchu recalls, “When he saw our clothes, he was praising At the same time, we were also very positive about our costume design. In the exchange, I was impressed by his understanding and pursuit of clothing.” Later, Hu Chengchu learned that the costumes for the television series “Black Hole” were personally owned by Chen Daoming. Selected. "I'm a big fan of people who have been out of the house as costumes."

In Chen Daoming’s contact, Hu learned that Chen Daoming does not like to appear too much, does not like to stand up to the crowd, does not like to participate in award-winning activities, but is keen on public welfare. This point made Hu Chengchu very much appreciate. "Chen Daoming is very fashionable in clothing, but he has never shown publicity. This is in line with Li Lang's brand culture."

On January 1, 2002, Li Lang officially signed with Chen Daoming. "After the advertisements were aired, many people commented that this is the perfect combination of Lilang and Chen Daoming. Now that Chen Daoming is mentioned, it is easy to think of Li Lang." Wang Liangxing said, "No accidents in recent years will not change spokesmen. ”