Li Lang Moves To The Sub Card Market To Become A New Expansion Point For Enterprises.

Like many brands, the development of Deputy brand is undoubtedly to expand the breadth of brand coverage.

The first decline in the performance of the company in 2013, the sales of the main brand LILANZ fell by 19.2% during the year.

It also made the development of the young people market with greater potential for consumption become an urgent goal for Li Lang to seek growth. In 2013, the product strategy of the sub brand L2 was adjusted.

In 2013, the lon annual report showed that in the second half of 2012, the group began to adjust the product line strategy of the sub L2 brand, focusing on the development of casual wear, and the unit price of the product dropped by 20% in 2013.

The weakening of the clothing industry has made brands adjust to adapt to the market.

In the first half of the year, the sale of the main brand LILANZ increased by 9.2%, while the sales of vice brand L2 increased by 10.4%, according to the semi annual report released by the men's clothing in the first half of 2015.

During the reporting period, the number of LILANZ retail outlets decreased by 15, while the sub brand L2 of the 20-30 year old group increased by 16 stores. The sub card became a new expansion point for the enterprise.

Public information shows that

Listed in 2009, second years after listing, L2 brand was officially listed as the only subsidiary card of the company.

Compared to the main brand LILANZ, L2 focuses more on young people.

The unit price is also comparable.

Low 20%-30%.

In the next few years, Li Lang began to expand the number of L2 stores and shut down LILANZ stores with poor returns.

In the first half of 2013, the number of LILANZ brand retail outlets decreased by 26 and L2 increased by 24.

In the first half of 2014, the number of LILANZ retail outlets decreased by 158 and L2 increased by 18.

In the first half of this year,

The number of retail outlets decreased by 15, while L2 increased by 16.

As of the first half of this year's earnings report, the sales volume of L2 in the company's total turnover increased from 6.4% in 2012 to 8.9%.

This practice is particularly evident in luxury brands. By setting up different line brands with different positioning and price, more consumers can afford luxury brand clothing, thereby enhancing their performance.

Armani group has established 8 sub line brands including Armani Prive and Armani Collezioni, and the sub card has also become the hero of the group's performance.

Armani group 2014 results show that group sales of 2 billion 530 million euros, an increase of 16% over the same period last year.

Among them, the home clothing brand Armani Casa grew by 20%, and the advanced custom series Armani Prive rose by 30%.