Li Lang Expands Its Sub Brand To Boost Group Performance

The first half of 2015

Sales increased by 9.2%, and vice brand L2 sales increased by 10.4%.

At present, the number of LILANZ retail outlets has been reduced by 15, while the sub brand L2 of the 20-30 year old group of young people has increased 16 stores, and the secondary brand has become a new expansion point for enterprises.

Public information shows that in 2009, the listing of L2 was launched in second years and became the only subsidiary card of the company.

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

The unit price is also lower than the main brand 20%-30%.

Like many brands,

The development of deputy cards 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.

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 LILANZ 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%.

Clothing brand selection

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