Brand aging is a collective problem encountered by Chinese national brands at this stage. This is not a simple product rejuvenation, nor is it the introduction of some simple and youthful ideas. Instead, the whole enterprise needs to be updated from the management level to the grass-roots level, and from the product to the brand to the all-round and unprecedented large-scale evolution.
Brand younger is the process of brand movement with the times. This year, LILANZ was founded for 32 years and listed at 10th anniversary. At this stage, LILANZ has taken the advantage of its own to integrate into the times to reinventing the brand, continue to pour fresh vitality into the brand and resonate with the times. In 2000, it pioneered the new concept of "business leisure"; in 2002, it put forward the "simple but not simple" brand slogan, and invited Mr. Chen Daoming to become the brand spokesperson; in 2004, he won the title of "the first brand of business men's clothing"; in 2007 he first represented the Chinese men's wear in the Milan international fashion week; in 2016, she created "light fashion" series of commodities, advocated the "Jane fashion" style, and provided high quality and high quality commuter products to meet the 80/'s simple and fashionable dress improvement needs. Youth is driven by the times, and also by the evolution of the brand itself from inside to outside.
In October 27th, on the twenty-sixth China International Advertising Festival, Hu Chengchu, executive director and vice president of Li Lang, took part in the visit to share the topic of brand aging, including how to give brand new and more connotations, how to tell a good brand story, how to do well in corporate culture, how to make digital marketing drive brand development, how to achieve "touch up", technology empowerment and marketing innovation. For clothing brands, adapting young people's thinking to market development has become an important part of brand development.
　　 The following is an interview record:
Reporter: Hu general, you are very welcome to accept our interview. How many times have you attended the advertising festival? Did you feel any changes this year?
Hu Chengchu: I have been attending the advertising festival since 2006. I think this year's change is quite big. A big difference is that many companies have set up a stand this year. I feel this is good. Advertisers can recommend themselves by setting up a booth, but they can also attract various advertising companies and advertising media to help enterprises upgrade.
　　 Reporter Li Lang is a famous clothing brand in China. How do you think the local brand should tell the story of China?
Hu Chengchu: this involves a problem that local brands are facing now - younger. Local brands want to be younger, first of all, they should be "young" in all aspects. "Young" is now not only a word describing age, but a target for all advertisers and advertising companies. Young people's thinking, young people's creativity and young people's skills should be borrowed to help advertisers and advertising companies become younger. Otherwise, there is no way to make the brand younger.
　　 Reporter Is there any layout in the younger age?
Hu Chengchu: we have several measures. First, the brand is younger, and the product style must be younger. Li Lang invited Chen Daoming to speak for business casual men's clothing in 2002, because it was endorsed by Chen Daoming, so business casual men's wear has been more successful over the past decade. But it also has a sequela: young people think that the young couple should be the clothes brand that uncle wears. In this case, we first adjusted the product style, and opened up a light business, that is, the LESS IS MORE sub series. LESS IS MORE translation is "simple and not simple", the same as our original brand concept, but we have made it a product of young people's needs.
Through these two steps of brand adjustment, the LESS IS MORE sub series suitable for young people will be opened, so that the younger brand of the main brand will be penetrated, so that the brand spirit of the middle-aged brand can be displayed, so that the brand can be truly younger. In addition, we have chosen the way to "let young people get young people". Since last year, we have been cooperating with the advertisers in the Academy Awards, putting some of our ideas and products into universities, and collecting more young ideas from college students.
　　 Reporter Is it through the competition of academy awards to communicate more young groups and harvest their creativity?
Hu Chengchu: Yes. At the very beginning of the founding of Li Lang, the way to smash ads in CCTV and satellite TV was different. Now we have adjusted our strategy, and we are doing some marketing such as IP cooperation, cross-border and joint promotion.
　　 Reporter How do you expect the media to play in advertising and marketing?
Hu Chengchu: I have a special feeling for the media. It can be said that because Li Lang is like many brands in Jinjiang, it is developed by advertising and relying on media. Without media and advertising, Jinjiang may not become a brand city. But today, this situation has changed a lot. If the brand is still smashing ads in the TV station, there will be a big gap with the consumers, because the people who are watching TV in front of the TV are basically locked in over 50 years old. Under such circumstances, brands need to use new media to do what young people like, such as IP cooperation, cross-border and joint promotion, which arouse young people's interest. As a brand, we must let consumers recognize and identify you, and finally have a clear brand recognition. So I think the media is a very important channel for us. We also thank Phoenix for its untiring support in the past. Thank you.
On the morning of October 28, 2019, Mr. Hu Chengchu, executive director and vice president of the Lang Lang group, was invited to attend the 2020 spring gathering ceremony and the 2019 China advertising talent development forum in Nanchang, Jiangxi.
"This advertising festival is full of" two words ". Young is not a patent for young people, but also our brand and advertising company's common goal. Through cooperation with the Academy Award, our brand will be younger, so that young people will be able to get young people in the future. "