Lilang Group (LILANZ), founded in 1987, is a men's clothing brand integrating product design, development, production and marketing. In 2009, it successfully logged into the Hong Kong Stock Exchange, and became the first men's clothing brand listed in Hong Kong (stock code: 01234), with two main product lines, namely, Lilang main brand and Lilang light business series, covering apparel, footwear, accessories, etc. It has more than 3,000 specialty stores in 31 provinces and cities across the country. There are more than 3,000 specialty stores across 31 provinces and cities in China. According to the group's financial report in 2014, Lilang's net profit amounted to 555 million yuan and turnover reached 2.433 billion yuan, ranking among the top of China's local men's clothing industry. According to the 2018 group financial report, the turnover reached 3.17 billion yuan.
Basic introduction Chinese name ：Lilang Foreign name ：LILANZ？ Founder ：Wang Dongxing, Wang Liangxing, Wang Congxing Time ：1987 Brand positioning ：Simple fashion Brand honor ：Asia Brand 500 Headquarter location ：Jinjiang, China ? Stock code ：01234HK Brand concept ：Simple is not simple / LESS IS MORE? Scope of business ：Research and development of apparel design, production, sales, etc.? Brand Experience, Product Design, Brand Culture, Brand Appeal, Corporate Culture, Corporate Type, Corporate Honors, Corporate Development, Business Philosophy, Business Overview, R&D and Design, International Perspective, Lilang USA, Lilang Scandinavia, Brand Experience In 1987, the three brothers of the Wang family - Wang Dongxing, Wang Liangxing, and Wang Congxing - started a joint business. In 2012, Lilang set up an international R&D team and embarked on the road of independent research and development; in 2016, Lilang launched the LILANZ Light Fashion (LESS IS MORE) series Product Design "Simplicity is not simple" is Lilang's design philosophy, and it is also the core value that Lilang has been carefully interpreting and deducing for more than 20 years. From the initial concept of "Showing Wisdom Between Taking and Giving", to the philosophy of "More is Confusing, Less is Clear", and then to the far-reaching realm of "The World Has No Boundaries, the Heart is Tolerant". In every step of exploration, simplicity and sophistication go hand in hand, and breakthroughs and traditions merge. In the unremitting search for solutions, trade-offs and sublimation, the philosophy of simplicity of Lilang, which is a fusion of Chinese wisdom, has become a new idea of simplicity that embraces the world, and has brought a brand new value experience to business people around the globe. After more than 20 years of exploration, Lilang has developed into a leading brand of men's business apparel in China, integrating design, product development, production and marketing. Now the group owns the main brand LILANZ and the sub-brand L2. The group headquarters has a commodity center, production center, marketing center, brand management, human resources, administration, finance, IT, commodity planning, commodity technology research and development, the international department and other departments, each department is closely coordinated with each other, and the management is standardized. In 2002, Mr. Ji Wenbo, one of China's top ten designers and winner of the "Golden Peak Award", injected a new soul into Lilang's product design with his professional design standard and international design concepts. The professional design standard and international design concept of Lilang has interpreted the brand essence of "simple but not simple", leading Lilang to represent Chinese men's fashion on the international stage, appearing in Milan Fashion Week, Taipei Fashion Week and Tokyo Fashion Week, and making a great splash on the world's runway with its perfect interpretation of Chinese elements. History In 2008, Lilang rebranded from LILANG to LILANZ, the new logo design is more simple, atmospheric and internationalized, which is the basis of the brand's internationalization strategy. 2009, Lilang, as the first men's wear brand listed in Hong Kong, formally logged into the international capital market, kicking off the capitalization upgrading of Chinese men's wear brands. Taking advantage of the listing, Lilang opened the second battlefield, L2, to capture the huge market of mid-range business and casual men's wear, implement multi-brand operation, and cultivate new growth points. 2015, Lilang's cultural and creative park project, which combines "culture, design, and research and development", was formally launched. In the future, Lilang will promote the comprehensive upgrade of the company's management, marketing channels and brand strategy, participate in a wide range of major apparel tournaments, participate in more of the world's top apparel exhibitions, and strengthen the brand's voice in the international apparel industry, so that the brand can make a magnificent turn to achieve the "philosophy of simplicity" of everyone, and stand in the world's fashion garden. Brand culture: Li Lang interpretation: Li: on behalf of the success; Lang: on behalf of the man; Li Lang: successful men's brand core concept: simple and uncomplicated brand positioning: 1, business bussiness to meet the needs of the target group occasions to show self-confidence and taste 2, simple simplicity does not flaunt no loss of flavor does not lose the personality of the exposed 3, fashion fashion embodiment of the sense of design focus on the collocation of performance of the self-Li Lang Simplicity 1, more is confusing, less is clear 2, complexity read all out, simple not simple brand appeal Simple but not simple - simplicity is not simply to cut the complexity and simplify, but to advocate a high-level lifestyle and attitude towards life, advocating freedom, advocating individuality. Simplicity is also a pursuit, the pursuit of classic, the pursuit of prosperity behind the back to basics, seemingly indifferent, in fact, has a more real and deep understanding of life. Corporate Culture Innovation: Simplicity, simplicity, sophistication and ingenuity are the innovative styles of Leelang. Personalization, differentiation and internationalization are the connotations of Leelang's innovation. Spell: Fighting, daring and wisdom are the core spirit of Leelang. Principle Dedication: Loyalty, kindness and gratitude are the foundation of Lilang people's character. Giving back to the society, contributing to the society and harmonizing with the society are the social responsibilities of Lilang people. Type of Company Lilang is one of the leading men's fashion brands in China. As a comprehensive fashion enterprise, the Group designs, purchases, produces and sells high-quality men's business-casual and fashion-casual garments. Enterprise Honors In December 1992, it was awarded the Certificate of Comprehensive Quality Management Achievement of the Ministry of Agriculture issued by the Ministry of Agriculture of the People's Republic of China*** and the People's Republic of China In September 1993, it was awarded the First Place of Consumer Merchandise Occupancy Rate in the Province issued by the Urban Social and Economic Survey Team of Fujian Province and the Fujian Branch of China Enterprise Evaluation Center In September 1994, it was awarded the First Award for the Display of the Famous Brand of Fujian Fashion by the China Enterprise Evaluation Center in 1994 In September, it won the prize of Consumer Trustworthy Commodity in Fujian Province. On October 8, it won the prize of Consumer Trustworthy Commodity in Fujian Province issued by Fujian Information Agency of Xinhua News Agency. 1995 In February, it won the First Prize of Quanzhou Shengtong Cup Fashion Exhibition issued by Quanzhou People's Government. On October 18, it won the prize of Advanced Enterprise of Coastal Industrial Standardization Demonstration Municipality in Fujian Province issued by Fujian Bureau of Technology and Supervision. In May, it won the Famous Brand Product of Fujian Township Enterprises issued by Fujian Township Enterprises Bureau In August, it won the Preferred Commodity for Consumers' Shopping in Fujian Market issued by Fujian Branch of China Socio-Economic Decision-Making and Consulting Center In October 19, it won the Certificate of Product Quality Supervision and Stabilization issued by Quanzhou Municipal Bureau of Technical Supervision In 1996, it won the Certificate of Chinese Consumer Trust and Innovation issued by China Consumers Protection Foundation and China Light Industry Association in March 18th. March 18, 1996, awarded China Consumers' Trustworthy Famous and High-quality Products issued by China Consumer Protection Foundation and China Light Industry Association September, awarded the Gold Prize of Products Exhibited in Quanzhou Commodity Fair issued by Quanzhou Municipal People December, awarded Fujian Famous Brand Products issued by Fujian Provincial People December, awarded Fujian Top Ten Best-selling Brands issued by Fujian Marketing Association and Fujian Import & Export Enterprises Association April 1997, awarded the Top 10 Best-selling Brands issued by Well-Known Trademark Protection Organization. In April 1997, it was awarded the title of member of Famous Trademark Protection Organization. In November, it was awarded the title of No.1 Market Share of Fujian Goods issued by Fujian Marketing Association. In March 1998, it was awarded the title of Advanced Enterprise of Quality Management in Townships of Fujian Province issued by Fujian Provincial Economic and Trade Commission and Fujian Provincial Bureau of Township Enterprises. In June, it was awarded the Certificate of Stable Product Quality issued by Fujian Provincial Bureau of Township Enterprises. In September, it was awarded the Gold Product Quality Award of Quanzhou Commodities Fair issued by the Quanzhou Municipal People ***. In September, it won the Gold Prize of Product Quality in Quanzhou Commodity Fair. In November, it won the title of Famous Trademark of Fujian Province. In March, 1999, it won the title of Unit of Honoring Contracts and Keeping Promises of Fujian Province issued by Administration for Industry and Commerce of Fujian Province. In January, 2000, it won the title of Advanced Township Enterprise in Quality Management of Fujian Province issued by Economic and Trade Commission of Fujian Province and Fujian Provincial Bureau of Township Enterprise. In March, it won the certificate of Advanced Enterprise in Quality Management of Townships issued by Fujian Provincial Council of Safe Production, Fujian Province Labor Department, Fujian Provincial Economic and Trade Commission, Fujian Provincial Federation of Trade Unions issued by the Fujian Province 100 days of safety without accidents advanced unit award 2001 March, won the product quality stability certificate issued by the Fujian Provincial Township Enterprise Bureau March, won the Fujian Provincial Administration for Industry and Commerce issued by the contract and trustworthy units December, became the Chinese People's Republic of China and the Ninth National Games in the Fujian Delegation ceremonial western-style clothing In March 2002, we were awarded the title of Famous Trademark of Fujian Province In May, we were awarded the title of Class A Taxpaying Enterprise issued by Quanzhou State Taxation Bureau In November, we were awarded the title of China's 2001 Most Popular Casual Wear Brand issued by Clothing Times, All-China Business Information Center, and China Department Stores and Commercial Association In January 2003, we were awarded the title of National Enterprise of Abiding by Contracts and Keeping Promises issued by State Administration for Industry and Commerce In March, it was awarded the title of Shou contract and heavy credit enterprise of Fujian Province issued by Fujian Administration for Industry and Commerce In May, it became the quality tracking product of China Quality Miles In July, it was awarded the Top Ten Consumers' Favorite Trademarks of Fujian Province issued by Fujian Trademark Association In July, it was awarded the title of Statistical Integrity Unit of 2002 issued by Fujian Statistical Information Consulting Center In July, it was awarded the title of First Annual Statistical Integrity Unit of 2002 issued by Quanzhou Administration for Industry and Commerce In July, it was awarded the first annual award of 2002 issued by Quanzhou City Administration for Industry and Commerce. In July, it was honored as the first batch of enterprises with good industrial and commercial credit by Quanzhou Administration for Industry and Commerce In December, it was honored as an advanced unit for creating famous brand in 2002 by Quanzhou Municipal People In 2004, the trademark of "Lilang" was awarded as a national inspection-free product, and it was honored as an enterprise with good industrial and commercial credit and an enterprise with A-class tax credit. "In January, it was awarded the famous brand product of township enterprise by Fujian Township Enterprise Bureau. In February, it was awarded the 2002-2003 advanced unit of quality management by *** Jinjiang Municipal Party Committee and Jinjiang People *** In February, it was awarded the 2002-2003 civilized enterprise by *** Jinjiang Municipal Party Committee and Jinjiang People *** In April, it was awarded the 2002-2003 civilized enterprise by *** Jinjiang Municipal Party Committee and Jinjiang People *** Civilized Enterprise of 2002-2003 April, awarded Famous Brand Product of Fujian Province by Fujian Provincial People *** May, awarded Customer Satisfaction Enterprise of Fujian Province in 2003 by Fujian Provincial Quality Association May, awarded Class A Taxpaying Enterprise of 2004-2005 by Quanzhou City State Taxation Bureau September, awarded National Inspection-free Product ( September, awarded the title of National Inspection-free Product (pants) by the General Administration of Quality Supervision, Inspection and Quarantine September, awarded the title of 2002-2003 Tax Credit A-class Enterprise by Quanzhou State Taxation Bureau and Quanzhou Local Taxation Bureau 2005 ●Lilang was awarded the title of "No.1 Brand of Business Men's Clothing" 2006 ●Lilang was the first to host the "World Men's Modeling Contest Finals" on behalf of China. In 2007, Lilang was recognized by the State Administration for Industry and Commerce as a Famous Trademark of China; Lilang was the first company in China and Asia to be awarded the title of "Milan Fashion Week"; Lilang was awarded the title of "Medium-sized Industrial Enterprise" with an industrial output value of more than 500 million RMB; In 2008, Lilang was awarded the title of "No. 1 Brand in Business Men's Clothing". 2008 ● Participated in the world's fifth largest fashion week - Tokyo Fashion Week, becoming the first foreign designer and brand to participate in the fashion; ● Selected as Forbes' most promising enterprises; ● Honored as one of "Fujian's Top 300 Industrial Enterprises", "Top 10 Major Industries in Fujian's Industrial Sector", and "Top 10 Industrial Enterprises in Fujian's Industrial Sector". Awarded "Top 300 Fujian Industrial Enterprises", "Top 10 Fujian Industrial Enterprises", "Top 100 Fujian Enterprises"; ●Won the "Golden Spectrum Award", "Influence 2008 Most Fashionable Influential Clothing Product", "National Fashion Award", "National Fashion Award", "National Fashion Award" and "National Fashion Award". ●Won the "Golden Spectrum Award", "Most Influential Fashion Apparel Product of 2008", "National Large Industrial Enterprise"; ●Lilang Retail Management Institute was inaugurated; 2009 ●The first mainland enterprise to participate in Taipei Fashion Week, contributing to cross-strait cultural exchanges; ●The launch and successful operation of a new fashion sub-brand, L2, formally kicked off the multi-brand development strategy; ●Won the "International Famous Brand" award. Awarded "International Famous Brand", "China's Preferred Brand of Business Casual Men's Clothing", "Asia's Top Ten Famous Brands", "Platinum Client", "Quanzhou Platinum Client", "China's Top Ten Famous Brands" and "Platinum Client". "Quanzhou Municipal Technology Center"; ● Successfully logged into the Hong Kong Stock Exchange, becoming the first men's clothing brand listed in Hong Kong (stock code: 01234); 2010 ● Won the 2010 industry top ten leading brands; ● 2009-2010 China's top ten best-selling men's clothing brands; ● 2010 China's most growing new listed company; ● 2010 China's most growing new listed company; ● 2010 China's top ten best-selling men's clothing brands. 2010 China's Most Growing Newly Listed Company; ● 2010 Great Wall Award of Chinese Advertisers - Famous Brand Trusted by Consumers; 2011 ● Exhibited at CHIC 2011; ● Completion of the new fashion office building, which started a top-down revolution of Lilang's fashion; ● Menswear Design Award of the 2011 China International Fashion Week Brand Award; ● 2011 Huazun Award of China's Men's Fashion Industry; ● 2011 Huazun Award of China's Men's Fashion Industry; and 2011 Huazun Award for the Most Valuable Listed Company in China's Men's Wear Industry/China's Most Fashionable Business Men's Wear Brand In March, 2012, Lilang was awarded the Jack - Eighth Annual Public Prize for China's Apparel Brands In August, Lilang was awarded the "2012 Best Creative Design Award of the Brand China Awards" at the Sixth China Brand Festival 2011-2012 China's best-selling men's brand in the Chinese market 2012 Hurun Brand List, Top 10 Most Valuable Private Men's Brands in China, Top 100 Most Valuable Private Brands in China In July 2013, Lilang was honored with the awards of "Listed Company with the Most Powerful Growth in China's Apparel Industry" and "Top 10 Most Competitive Star Enterprises in China's Apparel Industry". "In April 2014, Huazun Award, China's leading brand in men's clothing industry In September, the ninth Asian Brand Ceremony, won the honor of "Top 500 Asian Brands". In April 2015, 2015 China's footwear industry star In July, the most innovative brand in China's apparel industry Enterprise Development In 1987, the company was founded, the initial start-up capital of 30,000 yuan, three old sewing machines, an old ironing machine; In 1988, the introduction of Hong Kong equipment, becoming the first professional production of western-style clothing factories in Fujian Province; In 1989, the products were sold to all over Fujian Province, and Leigh was awarded "China's 500 Most Valuable Brands" in the 9th Asian Brand Ceremony. In 1989, the products were sold all over Fujian Province, and Lilang suits became the necessary clothing for marriage; In 1990, taking the major shopping malls in China as the terminal, Lilang entered the first-class cities of Harbin, Changchun, Shenyang, etc.; In 1991, Lilang suits were awarded the title of excellent products by the Ministry of Agriculture; In 1993, Lilang entered the period of high-speed development, and Lilang suits were well-sold in 31 provinces, municipalities and autonomous regions of the country; In 1996, Lilang imported ISO9002 international quality management system; In 2003, the State Administration of Industry and Commerce (SAIC) introduced Lilang's new product line. In 2003, the State Administration for Industry and Commerce awarded Lilang with the title of "National Enterprise of Keeping Contracts and Honoring Credits"; in 2004, the Lilang trademark was awarded with the title of "National Inspection-free Product", "Good Enterprise of Industrial and Commercial Credit", "Good Enterprise of Tax Payment", "Good Enterprise of Tax Payment", and "Good Enterprise of Industrial and Commercial Credit". In 2005, Lilang was honored as the "No.1 Brand of Business Men's Clothing"; in 2006, Lilang hosted the "World Men's Model Contest Finals" for the first time on behalf of China; in 2007, Lilang was honored as the "National Enterprise of Contract Observance and Creditworthiness". "In 2007, the trademark "Lilang" was recognized by the State Administration for Industry and Commerce as a well-known trademark in China; In 2007, Lilang was the first company in China and even in Asia to be on the top of the international top fashion week - Milan Fashion Week; In 2007, the industrial output value exceeded 500 million yuan, and was honored as a "medium-sized industrial enterprise"; In 2008, it participated in the world's fifth largest fashion week - Tokyo Fashion Week, and became the first foreign designer and brand to participate in the fashion; In 2008, it was selected as one of the Forbes In 2008, we were honored as one of the "Top 300 Fujian Industrial Enterprises", "Top 10 Fujian Industrial Enterprises", and "Top 100 Fujian Enterprises"; In 2008, the company was honored with "Golden Spectrum Award", "Influence 2008 Most Fashionable Influential Clothing Products", "National Large Industrial Enterprise"; In 2009, it was the first enterprise to participate in Taipei Fashion Week on behalf of mainland China. In 2009, the first enterprise on behalf of the mainland to participate in the Taipei Fashion Week, contributing to cross-strait cultural exchanges; In 2009, the new fashion sub-brand L2 came out and successfully operated, the multi-brand development strategy officially kicked off; In 2009, won the "International Famous Brands", "China's first choice for business casual men's brands ", "Asia's Top Ten Famous Brands", "Platinum Customer", "Quanzhou Municipal Technology Center"; in 2009, successfully logged into the Hong Kong Stock Exchange, becoming the first men's clothing listed in Hong Kong. Became the first men's clothing brand listed on the Hong Kong Stock Exchange (stock code: 01234); 2010, Lilang was honored as one of the Top 10 Leading Brands in the industry in 2010; 2010, Top 10 Best-selling Men's Clothing Brands in the Chinese Market; 2010, China's Most Growing Newly Listed Company; 2010, China's Great Wall Award for Advertisers - Famous Brands Trusted by Consumers; 2011, Exhibited at the 2011 CHIC In 2011, Lilang was honored with the Huazun Award as the most valuable listed company in China's men's wear industry and the most fashionable business men's wear brand in China; In 2011, the brand new fashion office building was inaugurated, which opened up a top-down Lilang fashion revolution; In 2012, Lilang Culture Gallery was officially inaugurated; In 2012, the foundation stone-laying ceremony of the Lilang Creative Park was opened; In 2012, "Meditation 2012" was held at the Lilang International Fashion Week. 2012: "Meditation 2012" Beijing Fashion Week; 2012: Establishment of an international R&D team; 2013: "China's Most Growing Listed Company in the Apparel Industry" and "Top Ten Competitive Star Enterprises in China's Apparel Industry". In 2013, it was honored as "China's 500 Most Valuable Brands" in the 10th "China's 500 Most Valuable Brands Ranking", and put forward the enterprise development strategy of "raising quality but not price" in 2013. In 2014, Huazun Award for leading brands in China's menswear industry and the Ninth Asian Top 500 Brands; In 2014, the company became the executive director of the Sixth Council of the China Fashion Association; In 2014, the company put forward the new five-year strategic plan of 2014-2018 to build an internationalized men's clothing brand with a sense of design, a sense of fashion, a sense of quality, a sense of taste and the highest price-performance ratio; In 2014, the company launched the new season's image advertisement and the first micro-documentary film "Chen Daoming's Nordic Minimalist Brand". Chen Daoming's Minimalist Journey to Scandinavia" was filmed in Copenhagen; in 2014, L2, a brand of Lilang, was awarded as the best trendy men's clothing brand; in 2015, the Lilang headquarter showroom (fashion and art experience center) was opened; in 2015, Lilang sponsored the "Immortal Van Gogh" Sensory Reflections Art Exhibition, and held the release show of Van Gogh's clothing series; In 2015, Lilang sponsored the 2018 Russia World Cup qualifying matches; In 2015, Lilang officially broke ground for the headquarters of the Creative Park Business Philosophy In order to create a business philosophy of "Striving and contributing all *** and wisdom to the 'simple but not simple' lifestyle and attitude of human beings", Lilang has formulated a business philosophy of "Striving and contributing all *** and wisdom to the 'simple but not simple' lifestyle and attitude of human beings". "business philosophy, the development of" internationalization, standardization of the road, leading China's men's new fashion, new trends "of the development strategy, market-oriented, relying on the brand, take the road of brand management, and strive to create the same industry," quality, image, service We are striving to become a first-class enterprise in the same industry with "quality, image and service". Brand fashion show 2006, Paris Fashion Week 2007, Milan Fashion Week; 2008, Tokyo Fashion Week; 2012, China International Fashion Week LILANZ& JIWENBO Beijing release show; 2015, "Van - want to" LILANZ& LILANZ& JIWENBO Beijing release show; 2015, "Van - want to" LILANZ& LILANZ& LILANZ& LILANZ& JIWENBO Beijing release show. VanGoghAlive (LILANZ&immortal VanGogh) cooperation concept series fashion release show. BUSINESS OVERVIEW DeLong's products are sold through an extensive distribution network covering 31 provinces in China. DeLong sells its products to distributors, who in turn sell our products to end customers through retail outlets operated by them or their sub-distributors. These retail outlets are required to sell only DeLong products. In order to maintain a consistent brand image throughout our distribution network, we have established uniform standards in our operations manual for store displays, marketing activities and day-to-day operations that must be met by our distributors and their sub-distributors. We believe that our extensive and well-managed distribution network has helped us to create a consistent brand image and has enabled us to increase our market penetration. As we continue to expand our distribution network, DeLong plans to open approximately three to five flagship stores in major cities in China. These flagship stores will be significantly larger than the existing retail stores operated by our distributors. Lilang believes that the new flagship stores will enable us to have more direct access to the end-customers to obtain immediate product feedback, further enhance our brand image by showcasing our full product range and drive sales to our distributors and their sub-distributors. Our distributors will also open their own flagship stores in major cities in their sales territories, modeling on our flagship stores. Lilang Products With a full range of research, development and design, Lilang's products are mainly divided into two categories, formal and casual fashion, with its own products for all seasons, supplemented by matching products such as shirts, shoes, ties, leather goods, etc., which are of exquisite craftsmanship, novel styles and high quality, and are suitable for the tastes of Chinese consumers. On this basis, the company firmly grasp the pulse of the times, leading the trend of fashion, timely and timely to the traditional jacket through the design, revamping, in the clothing industry took the lead in the launch of the "Lilang business and leisure series", "business and leisure" a new concept, so that it meets the modern business white-collar workers, administrative organs, etc., the new concept of "business and leisure". The new concept of "Business Casual" is in line with the needs of modern white-collar businessmen, administrative organizations and other successful people, and is accurately positioned with a fast market entry point. At present, more than 50% of Lilang's garments, including suits, jackets, shirts and pants, are produced by the company's Wuli Industrial Park. At the same time, it introduces advanced garment production equipment produced in the United States, Germany, Japan and other countries, and adopts the world's most advanced complete sets of suits, pants production line special machines and other advanced equipment, and also develops a selection of high-quality external posting and external processing business, so that Lilang garments can be guaranteed in terms of design, quality and output. Lilang pays great attention to the management of upstream suppliers, thus guaranteeing the quality and quality of its products. The products of Lilang L2, on the other hand, follow the international trend and are dedicated to the fusion of business, leisure and individuality. Through the selection of materials, design and production, the company provides the best quality products to today's young up-and-comers who are in pursuit of a high quality of life. Research and Development LILANZ has a strong design team. For the long-term development of the Group, the main brand "LILANZ" set up an international research and development team in 2012, which is led by a number of well-known foreign designers, including RAFALANTOS, the former chief designer of men's wear of GIORGIOARMANI, and LUCIOCASTRO, the design director of men's wear of ARMANIEXCHANGE, as well as LUCIOCASTRO and LUCIOCASTRO. LUCIOCASTRO, and a group of Japanese elite design team. They aim to bring new ideas to the Group's consistent fashion and simplicity with new and internationalized designs, and continue to lead the fashion trend in China's business and casual men's wear market, bringing more diversified choices to customers. International Perspective At the end of 2011, Chinese men's wear brand Lilang placed huge outdoor advertisements in Ginza, Tokyo, Japan and Bangkok Airport, Thailand. The posters featured two foreign models dressed in Chinese Tang costumes. Lilang targeted its customers as travelers in Japan and Thailand and placed outdoor ads overseas for the first time. Consumers who choose to travel abroad are generally those with certain spending power. This group is concerned about the taste of life, the pursuit of high-quality life concepts, pay special attention to dress temperament and personal image. The consumer group of Lilang includes business men and young men who are both fashionable and business-casual. Through market research and analysis, Lilang's consumer base matches well with the high end people who travel to and from international airports and cosmopolitan cities. In May 2012, Lilang and its spokesperson, Chen Daoming, traveled to New York City to shoot the latest commercial "Our Time" in Times Square and Fifth Avenue, and in 2014, Lilang and Chen Daoming traveled to Copenhagen to shoot Lilang's new season of image ads and the first micro-documentary - "Chen Daoming's Nordic Adventure". -Chen Daoming's Nordic Minimalist Road". The world is getting to know Lilang's "Simple but not Simple" brand by going abroad again and again! Wang Liangxing Wang Liangxing, Vice Chairman of the Board of Directors, Group President, CEO and Group Chief Executive Officer of the DeLong Group. The idea of "business men's wear" was inspired by the then popular handheld computer "Business Link". 2001, Lilang's products, from casual wear to formal wear, were given the concept of "business men's wear". In 2001, Lilang's products, from casual wear to formal wear, were given the concept of "business men's wear". Wang Liangxing also put forward the brand slogan: "Simple but not simple", and made the development of "simple but not simple" "business men's clothing" the strategic goal of Lilang's development. Subsequently, the company proposed that "we should not only deal with fabrics all day long", but also "do clothing outside of clothing", "integrate culture, art and creativity into clothing", and establish Lilang as a fashion and creative group, allowing employees to develop their own fashion and creativity. Lilang is based on making Lilang a fashionable and creative group, and letting employees hear, see and touch culture and art. At the end of 2013, the company put forward the strategic policy of "raising quality but not price", which made the company's ordering data achieve positive growth for several consecutive times even in the face of adversity. 2014, the company also put forward the proposal of making Lilang an internationalized men's clothing brand with the highest cost-performance ratio, which has a sense of design, fashion, quality, taste and taste. Internationalized menswear brand. Lilang USA In May 2012, led by Lilang's Executive Director and Vice President Hu Chengchu, brand spokesman Chen Daoming, Mr. and Mrs. Smith photographer Michael Fitzmaurice, long-serving designer brand HelmentLang's graphic photographer Stefan Armbruster, and Austrian stylist Sabina, Lilang business men's clothing is now being sold in the United States. Lilang Business Menswear traveled to Times Square and Fifth Avenue in the United States to shoot the "Our Time" campaign. Lilang Scandinavia After "Our Time" in New York, Lilang once again traveled overseas with spokesperson Chen Daoming and Chinese boutique fashion consulting and creative agency SUNTCHIBRANDING to Copenhagen, Denmark, the world's capital of design, to shoot the new season's image advertisement and the first micro-documentary, titled "Chen's Minimalist Journey to Scandinavia". documentary.