Li Lang Released 2019 Annual Report: Annual Revenue Growth Of 15.5%, Net Profit Increased To 812 Million

New product launches in autumn and winter 2019

Amid the gloomy gloom of the epidemic, the company has handed out a report card with warmth to the market.

Beijing time on March 19th, the group announced its 2019 financial year results. As of December 31, 2019, the annual revenue increased 15.5% to RMB 3 billion 658 million yuan, and net profit increased 8.1% to 812 million yuan. Two core indicators of revenue and net profit have reached a record high.

At the same time, in 2019, the sales network of the men's clothing was also continuously optimized. According to the financial report, at the end of December 2019, there were 2815 retail stores in the whole country, and 145 new shops were added in the year, the total area increased by 7% to about 406400 square meters by the end of last year, and the total number of shopping malls increased to about 780, accounting for nearly 28% of the total number of stores in LILANZ. Among them, the independent business of light business series increased by 78 in the year to 290.

By increasing retail management and enhancing store effectiveness, we continued to operate more than 18 months' retail stores. The average number of units sold in the same store increased during the year.

In short, continuous high quality growth is the key word of 2019. Wang Dongxing, chairman of the group, concluded: "retail channel transformation continued during the year, with the increase of shopping malls and diversion of consumption, coupled with the fact that in the fourth quarter of the traditional retail season, the temperature in the whole country is higher than ever, which makes the garment retailing industry more challenging. The competitiveness of brands and products, the ability of retail management, and the location of shops are more important for business efficiency. China's implementation of the strategy of "providing goods with superior value for money" strengthens the product's fashion and design sense so as to open up differences with competitors and maintain steady growth in the year.

Continuous cross-border IP to create explosive brand force to consolidate

Brand cross-border is a major trend in recent years. As an important part of growth strategy and brand promotion, in 2019, the company focused on anchoring consumer preferences, and actively launched joint products with quality IP.

For example, the "19 hours of Changan twelve", which is popular in the Tang Dynasty, is a craze for chasing drama. By the official authorization of "twelve hours in Changan", we jointly launched the joint Roland men's short sleeved T-shirt joint venture, which deeply integrated the cultural elements of the Tang Dynasty and presented a very distinctive joint dress for consumers.

The success of cross-border alliance not only reflects the profound understanding of the interest and preferences of the consumer group, but also further expands the influence of the brand on the public level. 　　

X, China Daily

It is reported that in 2020, Li Lang will further expand joint cooperation between well-known IP (China Daily, DC Justice League, etc.), and introduce more cross-border joint products to enhance the brand's attention and topic sense. 　

The young brand of Li Lang insists on a clear cultural proposition: it should not only stir up a good body (innovative quality product), but also try to cultivate an interesting soul (IP style).

Self made IP as a key element of the long-term planning of the brand, has achieved remarkable results in the past year. "New suit", "goodwill Cowboy", "love follow suit" and other IP single product launch. Product differentiation style IP creates brand identity and Aesthetic identity for young consumers. The market is warmly reacted, which greatly promotes the improvement of brand competitiveness and promotes the growth of brand business.

Double eleven total network increased by 630%, the rise of new retail business

In 2019, the double eleven shopping carnival, which has always taken root in the market, has led to the sale of eleven pairs of men's wear in the market, which has broken through 130 million yuan, and has increased by 630% compared with the same period last year. In the list of men's clothing category of Tmall 11.11 global carnival, Li Lang group has been ranking the TOP list of quality men's wear.

It is reported that, in order to ensure the delivery speed of "double eleven", in addition to increasing warehouse manpower, Li Lang has chosen to pass through the ERP system to open the warehouse under the online and offline storage, and choose the nearest store from the consumers in the national online shop, giving priority to shipment through SF logistics. The launch of the new shopping scene under the line of Yalan line, the pre sale, video live broadcast, direct video shopping inside and outside the station, and a series of huge benefits activities have greatly enriched the shopping experience of consumers.

After the concept of new retail was put forward, veteran retailers, Internet companies and new brands are exploring in this field. Wang Liangxing, President of the company, expressed his views on new retail: "they are not divorced from the nature of retail. The essence of retailing is always commodity plus services.

No matter which channel it is, it provides goods and services to consumers. Online channels are easier to master consumers' habits through data. In fact, they are making use of new technologies to make user profiles more precise, to understand demand more clearly, and then to make docking and transformation of production.

2020 new products in spring and summer

In the supply side, since 2004, Li Lang has opened up the analysis of sales data and membership management system data, in-depth understanding of consumers. Li Lang's commodity planning department, sales department and commodity research and development department will conduct research on consumers and the market respectively. The research objects can be divided into two modules: "stock consumers" and "potential consumers". After collecting and finishing, three departments will collide together to determine the quarterly commodity plan. At the same time, he built his own platform for artificial intelligence, and used machine learning and computing to make full use of data to get rid of artificial strategy interference for commodity management.

At the demand side, Li Lang regards the online as the front terminal, providing consumers with a complete brand content, sales and service value closed loop. Online and offline products are sold in the same price and provide delivery service to stores or stores. In the second half of 2018, the online shop of light fashion series was officially opened. At the same time, lilanzlessismore Tmall flagship store also operates as usual, through WeChat platform operation customer relationship management system, to VIP customers to provide WeChat platform purchase products and directly to the home service.

Full digital reform, brand breaking wall growth

Affected by the epidemic, the retail environment is cold, and apparel retail is being hit in the short term. The constraints of objective conditions make the mind more focused and provide fertile ground for creativity. For the construction of all channels of enterprises, the moment is the best opportunity. For the entity businesses, they are too dependent on the line. In the future, online and social business will be included as one of the main tasks.

Lai Lang terminal store display

In the face of the sudden outbreaks, the group has been actively responding to the epidemic, moving from line to line, using the Internet to open the "home" economic road, accelerating the digitalization reform of enterprises and brands, and bringing new opportunities for development.

Total sales Digitalization

Thanks to the early technology reserves and data construction, all management and staff of the group join in the digital sale, and actively respond to the marketing channels through online micro mall, small program and social marketing to minimize the impact of the epidemic on enterprises.

Shopping guide digital member operation

The ultimate realization of any business is inseparable from human beings. During the epidemic prevention and control period, all the first line shopping guides of Lelang group entered the Bureau, actively managed online customer relationship management, revitalize their member assets, communicated with members through online communication design tools, and provided instant services to members one by one. The first line shopping guide may not know many complicated concepts such as "private domain traffic" and "circle membership system", but they are using the best tools nowadays to keep pace with the change of today's mobile Internet.

Store Digitalization

During the epidemic prevention and control period, although the offline stores could not set up shop, Leon line shopping guide digitized the stores. Marketing nodes no longer focus on the physical location of shops, but are human centered. By optimizing the online products and online payment + peripheral safety distribution, they break the shackles of store sales, and the online sales performance of stores has doubled.

To some extent, business reflects biology. As Darwin conjectured, the person who can survive is "not the most powerful or the most intelligent person, but the most able to adapt to change". The epidemic will eventually pass away, and the economic lockout that is affected by the epidemic will eventually recover and return to the path of sound growth.

Wang Dongxing, chairman of the group, said: "the epidemic has a certain impact on the retail market in the first half of 2020, and industry consolidation is expected to accelerate, adapt to changes, innovate and develop, and enterprises with comprehensive competitiveness will stand out, and we are confident that the business will continue to grow healthily."