Lee Lang: L2 brand performance is not as expected to re-brand positioning

November 30, 2018

L2, the second brand developed by Lilang, did not perform as expected. Last year, only 80 new stores opened, of which 55 were opened in high-end cities. However, the sales did not meet the expectations and the brand positioning and pricing will be reorganized in the future. Lilang's brand reorganization plan has been implemented for 2 years. According to the plan of continuing to improve terminal support and brand extension capability in the future, the operating margin in 2013 is expected to expand to 24.7%. Lilang will be five-year strategic plan is summarized as "12345" a Lilang gene, that is, a Lilang, multi-brand development strategy; 2 refers to the dream of two daughters, Lilang into the status of the Chinese clothing doubles in 2014; 3 pursuit of the goal, Humanity to provide a simple but not simple way of life for the corporate mission to become China's GiorgioArmani, turnover reached new goals; 4 values: innovation, hard work, sharing, dedication; 5 strategic pillar: to deepen the brand extension of the terminal Support, strengthen management execution, nurture continuous innovation, optimize supply chain strength.