Li Lang Announced That 2015 Annual Earnings Growth Was Stable.

In March 9th,

Announced 2015 annual operating results.

According to the financial report, as of December 31, 2015, the group's total revenue in 2015 increased 10.53% to 2 billion 689 million yuan over last year, and net profit rose 12.7% to 625 million yuan.

In addition to the steady double-digit growth in revenues and profits, many other business indicators in the period are also better than those in the same industry. By the affirmation of investors, the group achieved win-win results with shareholders and employees, and benefited end users.

Although there is a certain correlation with the trend of clothing retailing, steady and correct strategic deployment and the spirit of daring pformation are the key to such success.

Lang Lang 2015 financial report related data

The correct deployment of retail channels

The development of sub brands to expand consumer coverage is a common market strategy for clothing brands.

The L2 brand men's clothing of Li Lang group's sub brand, with a more focus on the orientation of young people and a more competitive price advantage, meets the market demand of young business groups. In recent years, the expansion of the city has not only enhanced the industry influence of the group, but also provided a supplement to the group's performance.

According to Li Lang's 2015 earnings report, the number of shops in the group was 2985, the main brand LILANZ dropped to 2660, and the number of sub brand L2 increased to 325.

Among them, LILANZ revenue rose 11.4% to 2 billion 450 million yuan, while L2 also rose to 232 million yuan.

On the one hand, the main and subsidiary brands complement each other in the market positioning. On the other hand, we should integrate and optimize the retail channels for different brands.

According to the financial report, in 2015, the group reduced 123 LILANZ inefficient shops and department stores in order to enhance the overall efficiency of store operation.

In addition, the successful store location strategy is also an important factor in the steady growth of performance.

Li Lang official said that the main brand LILANZ plans to enter the shopping malls of provincial capitals and prefecture level cities in the new year.

Upgrading quality does not raise prices, promote product performance with product strength.

In the new market environment, the garment competition industry is ushering in a new round of changes and shuffling.

On the one hand, brand dealers should overcome the increasing cost of raw materials and labor. On the other hand, we should further grasp the needs of consumers in a new round of industrial restructuring and industry integration, and achieve a new leap in performance.

In order to adapt to the upgrading of consumption and market changes, Li Lang implemented the strategy of "upgrading quality and not raising prices" in 2013, and has continued to this day, which has played an important role in the pformation and steady growth of the company.

Through the strategy of "upgrading quality without raising prices",

The aim is to create an international menswear with a sense of fashion, quality, taste and high cost performance, and promote the growth of group performance with competitive products.

In order to achieve this goal, he has invested heavily in international R & D team building, production equipment optimization, fabric research and development, and so on, in order to integrate international fashion brands.

At present, the group introduces advanced clothing production equipment produced by the United States, Germany, Japan and other countries. At the same time, its international team is constantly absorbing the famous fashion designers of GIORGIO ARMINI, LEVI "S TOMMY HILFIGER" and other international fashion brands, strives to create national brands in an international perspective, and comprehensively enhance brand innovation.

Since the implementation of the strategy of "upgrading quality and not raising prices", the proportion of original products has been nearly 60%, and the products are widely recognized by consumers in the market inspection.

2016 "Internet + Li" strategy, or lift men's retail new revolution

The consciousness of active change has always been rooted in the corporate culture of the company.

In February this year, "to subvert the present, to cope with the future" of the new product launches in the autumn, Li Lang shared with the dealers from all over the country the strategic plan of "Internet + Li" in 2016.

Li Lang said that in addition to continuing to take Tmall as the main online sales channel, the group will also jointly promote the new growth of the group's performance with the power of "Internet +" with the power of "Internet +". At that time, it will achieve seamless connection between WeChat platform and the retail resources of the retail store. It will enable consumers to easily enjoy the products purchased and try out in nearby stores through the WeChat platform, which will also effectively enhance the flow of the store and the operation efficiency of the single store.

Besides,

It is pointed out that the group will further enrich its product categories, and plans to launch a series of women's clothing products every quarter in the autumn of 2016 to increase revenue and test new markets and find new growth points.

It is believed that the new action of rich product line caters to the industry trend of retail development.