Lilang and Qipai's successful mystery interpretation: mode winning rather than advertising

There have been people jokingly saying that South Anhui's shoe and clothing companies quickly became famous for nothing more than “three tricks”: finding masters, asking for stars, and putting on CCTV. However, this is only a superficial phenomenon. Can we really use this “three axes” to achieve rapid success?

I think absolutely not! Before or after these enterprises become famous, there are also many companies using the “three axes”. Why are there only few of these companies?

In the strategic decision of Lilang and Qipai, in fact, advertising has never been treated as the only factor, but a complete marketing and operation system that integrates strategy, mode, and system. This is the true mystery, which is "chained Marketing"!

Success Factor One: Category Occupancy

Lilang Business Men's Brand

Before 2000, Lilang was only a regional enterprise and its brand awareness was not high. In 2000, Lilang officially launched the concept of “business casual men's clothing”. In 2002, he hired Chen Daoming as the spokesperson, relying on “simple but not simple”. The value appeal has reversed the situation that its overall brand awareness is not high, and successfully enhanced the brand value!

However, before 2003, Qipai was only a mid-range brand in the men's category. Later, Qipai officially launched a strategic category in 2004, China Standing Co., which attracted market attention, thereby boosting the overall value of the brand. !

The success of Lilang and Licensing firstly lies in the accurate category occupation. Lilang’s occupation is based on style, occupying consumers’ minds with business and leisure, and occupying positions in the licensing market based on product attributes, creating the product category of China’s standing collar. The success of category occupations has led to a significant increase in overall brand awareness and overall strength. What's more important is that they have defined new categories in the industry. If they succeed, they will become the leading brand in this brand new category, and then quickly Promote the status of the enterprise to the first camp of the industry; in addition, companies can also rely on brand promotion to feed back the overall development of the product group. Li Lang is relying on business casual men's clothing, and Qipai is relying on the excellence of the two strategic categories of the Chinese collar. Performance, which has greatly enhanced their brand value, thus stimulating the rapid development of their overall product group!

Many brands are constantly on the market every year, but at the same time many brands are disappearing from the market. A successful brand often has one characteristic: it represents a category and can be differentiated from its rivals. Categories reflect the essential needs of consumers, and the key to success in category occupation is the insight into the nature of the industry. The category category does not necessarily mean that it must be number one. If it cannot be number one, as long as it can continue to innovate, it can also occupy a place in the market. The key to category innovation is to continuously subdivide and dig deep into the potential needs of consumers. This needs to be guided by the shoe and clothing companies.

Success factor two: rapid enclosure

In the first decade of the 21st century, the apparel industry has a very important keyword, that is: enclosure, in this decade, is a major transition period of the Chinese apparel industry from wholesale to brand monopoly, and the enclosure movement is positive. It is a group action that erupted during this transitional period! Lilang and Qipai, in this period, without exception, chose the trend of the enclosure movement, also contributed to the rapid rise of the local two menswear brands.

In this decade, the enclosure movement is the right choice in the extensive market operation environment. Brand enterprises that have just transformed from the wholesale model must rapidly expand their business scale, market share, and brand influence. Rapid enclosure based on brand monopoly is a profitable model. Lilang and Qipai quickly gained a firm foothold in the apparel industry through wholesale models and resource advantages, but severe market competition followed. The wholesale model faced great challenges, profits began to decline, and business became increasingly difficult. Some shoe and clothes companies began to transition to the brand monopoly model. Lilang and Qipai also began to think about marketing model changes and constantly explored the brand monopoly business model and management model, which brought rapid development to the company. Lilang from 2001 to 2004. In a short period of three years, the nationwide store has grown to nearly 1,000 stores, and the nationwide sales network has basically taken shape, and in 2005, Qipai brand has also developed to around 2,000 outlets.

Of course, with the changes in the market environment and the scarcity of terminal store resources, the cost of the enclosure movement has greatly increased, and the channel expansion of apparel brands is once again facing a transformation, but with the resources of terminal stores constructed in previous years, Lilang and Haopai has laid a solid foundation in the market. And now, Lilang and Qipai are also upgrading the enclosure movement, changing the extensive development of the past to lean development, and constantly improving the terminal structure, from the past simple "multi-store, open shop, open shop" Changed to "positioning store, group store, and focus store" to truly realize the sound development of the terminal store!