Lilang detailed information

Founded in 1987, LILANZ is a men's clothing brand integrating product design, development, production and marketing. In 2009, it successfully listed on the Hong Kong Stock Exchange and became the first company listed in Hong Kong. Men's clothing brand (stock code: 01234), has two main product lines of Lilanz main brand and Lilanz light business series, covering clothing, footwear, accessories, etc. There are more than 3,000 specialty stores in 31 provinces and cities across the country. According to the group's financial report in 2014, Lilanz's net profit reached 555 million and its turnover reached 2.433 billion, ranking among the top in China's local men's clothing industry. According to the 2018 group financial report, the turnover reached 3.17 billion yuan. Basic introduction Chinese name: Lilang Foreign name: LILANZ? Founders: Wang Dongxing, Wang Liangxing, Wang Congxing Time: 1987 Brand positioning: Simple fashion brand honor: Top 500 Asian brands Headquarters location: Jinjiang, China Stock code: 01234HK Brand concept: Simple but not Simple/LESS IS MORE? Business scope: clothing design R&D, production, sales, etc.? Brand experience, product design, brand culture, brand appeal, corporate culture, corporate type, corporate honor, corporate development, business philosophy, business overview, R&D design , international perspective, Lilang America, Lilang Nordic, brand experience In 1987, the three Wang brothers - Wang Dongxing, Wang Liangxing and Wang Congxing jointly started a business. In 2012, Lilanz established an international R&D team and embarked on the road of independent research and development; in 2016, Lilanz launched the LILANZ light fashion (LESS IS MORE) series of products. The design is "simple but not simple", which is Lilanz's design philosophy and has been Lilanz's for more than 20 years. To carefully interpret and perform the core values. From the initial philosophy of "showing wisdom between choices", to the philosophy of abandonment of "more will make you confused, less will make you clear", and then to the lofty realm of "the world has no boundaries, and the heart's content will make you happy". Every step of exploration, simplicity and refinement go hand in hand, breakthrough and tradition merge. In the unremitting pursuit of solutions, trade-offs and sublimations, Lilang's simplicity philosophy integrated with Chinese wisdom has become a simple new proposition that embraces the world, bringing a new brand value experience to business people around the world. It pioneered the concept of "business casual" men's clothing in China. After more than 20 years of exploration, it has developed into China's leading business men's clothing brand integrating design, product development, production and marketing. The group now owns the main brand LILANZ and the sub-brand L2. The group headquarters has departments such as product center, production center, marketing center, brand management, human resources, administrative management, finance, IT, product planning, product technology research and development, and international department. All departments cooperate closely and manage in a standardized manner. LiLang's outstanding brand charm attracts many top designers to join. In 2002, Mr. Ji Wenbo, one of the top ten designers in China and the winner of the "Golden Summit Award", the highest award for Chinese designers, joined the company, injecting a new soul into Lilang's product design with his professional design standards and international design concepts. It interprets the essence of Lilang's brand of "simple but not simple", leading Lilang to represent Chinese men's wear on the international stage, making high-profile appearances at Milan Fashion Week, Taipei Fashion Week and Tokyo Fashion Week. With its perfect interpretation of Chinese elements, it has been recognized on the world's T stage. Shine. Development History In 2008, Lilang reshaped its brand logo LILANG into LILANZ. The new LOGO design was more simple, grand and international. Based on this new sharp change, Lilang launched the brand internationalization strategy. In 2009, Lilang, as the first mainland men's clothing brand successfully listed in Hong Kong, officially entered the international capital market, kicking off the capital upgrade of Chinese men's clothing brands. Taking advantage of the listing, Lilang Lightning has opened up its second battlefield, L2, to seize the huge market for mid-range business casual men's wear, promote multi-brand operations, and cultivate new growth points. In 2015, Lilang's cultural and creative park project integrating "culture, design, and R&D" was officially launched. In the future, Lilang will promote the comprehensive upgrade of company management, marketing channels, brand strategy, etc., extensively participate in cooperation with major clothing competitions, participate in more world-class clothing exhibitions, strengthen the brand's voice in the international clothing industry, and achieve a magnificent turn to achieve "simple" The master's style of "philosophy" is everywhere in the world's fashion gardens.

Brand culture Lilang interpretation: Li: represents success; Lang: represents men; Lilang: successful men Brand core concept: simple but not simple Brand positioning: 1. Business bussiness meets the needs of the target group and shows confidence and taste 2. Simple and unassuming No loss of charm, no exposure, no loss of personality 3. Fashion reflects the sense of design, pays attention to matching and expresses oneself. Lilang minimalism 1. More is confusing, less is clear 2. Prosperity can be read, simplicity is not simple. The brand appeals to simplicity but not simplicity - simplicity It is not simply about cutting out the complex and simplifying it, but advocating a high-level lifestyle and attitude towards life, advocating freedom and individuality. Simplicity is also a pursuit. The pursuit of classics and the pursuit of returning to nature behind prosperity may seem indifferent, but in fact it means a more real and profound understanding of life. Corporate culture innovation: Simplicity, simplicity, refinement and skill are the innovative style of Lilang. Personalization, differentiation and internationalization are the connotation of innovation of Lilang. Struggle: Hard work, courage to fight and smart fight are the core spirits of Lilang people. Breaking the rules, transcending and leading are the core spirits of Lilang people. The inner soul sharing of Lilang people: Mutual respect, mutual praise, and mutual support are the main body of Lilang people's sharing. Team sharing, honor and disgrace sharing, and achievement sharing are the principles of Lilang people. Dedication: Loyalty, kindness, and gratitude are the principles of Lilang people. The foundation of human character is to repay the society, contribute to the society, and create a harmonious society. This is the social responsibility enterprise type of Lilanz people. China Lilanz is one of the leading men's clothing brand companies in China. As an integrated fashion company, the Group designs, sources, produces and sells high-quality men's business casual and stylish casual apparel.

Enterprise Honors: In December 1992, it was awarded the Ministry of Agriculture's Total Quality Management Compliance Certificate issued by the Ministry of Agriculture of the People's Republic of China and the Ministry of Agriculture. In September 1993, it was awarded the Certificate of Compliance for Comprehensive Quality Management by the Fujian Provincial Urban Socioeconomic Survey Team and the Fujian Branch of the China Enterprise Evaluation Center. Ranked first in the province's consumer product share, won the first Fujian Famous Brand Fashion Show Award. In 1994, it won the Fujian market consumer-recognized ideal product issued by the China Enterprise Evaluation Center. In September, it won the Fujian Consumer Trustworthy Product Award on October 8. On February 18, 1995, it won the first prize of the Quanzhou Citon Cup Fashion Exhibition issued by the Quanzhou Municipal People's Government. In May, it was awarded the Advanced Enterprise of Industrial Standardization Demonstration City in the Coastal Areas of Fujian Province by the Supervision Bureau. In May, it was awarded the Fujian Township Enterprise Famous Brand Product by the Fujian Township Enterprise Bureau. In August, it was awarded the Fujian Market Award by the Fujian Branch of the China Social and Economic Decision-making Consulting Center. The first choice product for consumer shopping. On October 19, it won the product quality supervision and stability certificate issued by the Quanzhou Municipal Bureau of Technical Supervision. On March 18, 1996, it won the Chinese Consumer Trustworthy Certificate issued by the China Consumer Protection Foundation and the China Light Industry Association. In September, the famous and high-quality products won the Gold Award for Quanzhou Commodity Fair Exhibition Products issued by the Quanzhou Municipal People's Government. In December, they won the title of Fujian Famous Brand Product issued by the Fujian Provincial People's Government. In December, they won the title of Fujian Famous Brand Product by the Fujian Provincial Marketing Association, Fujian Provincial People's Government The top ten best-selling brands in Fujian issued by the Provincial Import and Export Enterprises Association. In April 1997, it was awarded the title of member of the Well-known Trademark Protection Organization by the Well-known Trademark Protection Organization. In November, it was awarded the title of No. 1 in the market share of Fujian goods by the Fujian Provincial Marketing Association. In March 1998, it was awarded the Advanced Enterprise for Quality Management in Townships and Townships in Fujian Province issued by the Fujian Provincial Economic and Trade Commission and the Fujian Province Township Enterprise Bureau. In June, it was awarded the Product Quality Stability Certificate issued by the Fujian Province Township Enterprise Bureau. In September, it was awarded the title of "Advanced Enterprise for Quality Management in Townships and Townships" by the Fujian Province Township Enterprise Bureau. In November, it won the Quanzhou Commodity Fair Product Quality Gold Award issued by the People's ***, and in March 1999, it won the title of Fujian Province Famous Trademark. , was awarded the Fujian Province Quality Management Advanced Township Enterprise in March by the Fujian Provincial Economic and Trade Commission and the Fujian Provincial Township Enterprise Bureau, and was awarded by the Fujian Provincial Safety Production Association, Fujian Provincial Department of Labor, Fujian Provincial Economic and Trade Commission, and Fujian Provincial Federation of Trade Unions The Fujian Province Hundred-Day Safety and Accident-Free Advanced Unit Award in March 2001, won the Product Quality Stability Certificate issued by the Fujian Provincial Township Enterprise Bureau in March, and won the Contract-abiding and Trustworthy Unit issued by the Fujian Provincial Administration for Industry and Commerce in December. Became the ceremonial suit of the Fujian delegation of the Ninth National Games of the People's Republic of China in March 2002, won the title of Fujian Province Famous Trademark in May, and won the title of Class A tax-paying enterprise issued by the Quanzhou State Taxation Bureau in November. Won the title of China's most popular casual wear brand in 2001 issued by the Fashion Times, China National Commercial Information Center and China Department Store Business Association. In January 2003, it was awarded the title of National Contract-abiding and Credit-worthy Enterprise by the State Administration for Industry and Commerce. Title In March, it won the title of Fujian Province's Contract-abiding and Credit-worthy Enterprise issued by the Fujian Provincial Administration for Industry and Commerce. In May, it became a quality tracking product of China Quality Miles. In July, it won the title of Fujian Province's Top Ten Consumers issued by the Fujian Provincial Trademark Association. Favorite Trademark In July, it won the title of 2002 Statistical Integrity Unit issued by the Fujian Provincial Statistical Information Consulting Center. In July, it won the title of the first batch of industrial and commercial credit enterprises in 2002 issued by Quanzhou Administration for Industry and Commerce. In December, it won the title of Quanzhou The "Lilang" trademark in 2002 was awarded the title of "Advanced Unit for Famous Brand Creation" by the Municipal People's Government in 2002 and was rated as a national inspection-free product. It also won the title of "Enterprise with Good Industrial and Commercial Credit" and "Class A Enterprise with Tax Credit". In January, it won the title of "Township Enterprise in Fujian Province". In February, the township enterprise famous brand products issued by the Bureau were awarded the 2002-2003 Advanced Quality Management Unit by *** Jinjiang Municipal Party Committee and Jinjiang Municipal People’s Government. * Awarded the 2002-2003 Civilized Enterprise Award in April, the Fujian Province Famous Brand Product Award issued by the Fujian Provincial People's Government in May, and the 2003 Fujian Province Quality Association Award

Fujian Province Customer Satisfaction Enterprise In May, it was awarded the 2004-2005 Class A Taxpaying Enterprise by the Quanzhou State Taxation Bureau. In September, it was awarded the title of National Inspection-Exempt Product (Trousers) by the General Administration of Quality Supervision, Inspection and Quarantine. In September, it was awarded the title The 2002-2003 tax credit A-level enterprise title issued by Quanzhou Municipal State Taxation Bureau and Quanzhou Municipal Local Taxation Bureau. In 2005, Lilang won the title of "No. 1 Business Men's Wear Brand". In 2006, Lilang hosted the "World Male Model Contest Finals" on behalf of China for the first time. In 2007 ●The "Lilang" trademark has been recognized as a well-known trademark in China by the State Administration for Industry and Commerce; ●Represents China and even Asia as the first to top the top international fashion week - Milan Fashion Week; ●Industrial output value exceeds 500 million yuan, and is honored as a "medium-sized industrial enterprise" "; 2008 ●Participated in Tokyo Fashion Week, the fifth largest fashion week in the world, becoming the first foreign designer and brand to participate in this fashion week; ●Selected as the most potential enterprise by Forbes; ●Won the title of "Top 300 Fujian Industrial Enterprises", "Top 10 major industrial industries in Fujian", "Top 100 Enterprises in Fujian"; ●Won the "Golden Spectrum Award", "The Most Fashionable and Influential Clothing Brand in 2008", "National Large Industrial Enterprise"; ●Lilang Retail Management College Unveiled; 2009 ●The first representative mainland enterprise to participate in Taipei Fashion Week, contributing to cross-strait cultural exchanges; ●The new fashion sub-brand L2 was launched and successfully operated, and the multi-brand development strategy officially kicked off; ●Won the title of "International Famous Brand" ", "China's preferred brand for business casual men's wear", "Top Ten Famous Brands in Asia", "Platinum Customer", "Quanzhou Municipal Technology Center"; ●Successfully listed on the Hong Kong Stock Exchange and became the first men's wear brand listed in Hong Kong (stock Code: 01234); 2010 ●Won the top ten leading brands in the industry in 2010; ●Top ten best-selling men's clothing brands in the Chinese market from 2009 to 2010; ●2010 China's most growing new listed company; ●2010 Great Wall Award for Chinese Advertisers·Consumers A well-known and trusted brand; 2011 ● Participated in the 2011 CHIC China International Clothing and Apparel Expo; ● The new fashion office building was completed, and a top-down Lilang fashion revolution began; ● 2011 China International Fashion Week Brand Award Men's Wear Design Award; ●2011 Huazun Award for the Most Valuable Listed Company in China's Men's Wear Industry/China's Most Fashionable Business Men's Wear Brand. In March 2012, it won the Jack·8th Annual Public Award for Chinese Clothing Brands. In August, Lilang won the award at the 6th China Brand Festival. "2012 Brand China Award Best Creative Design Award" 2011-2012 Best-selling men's wear brand in the Chinese market "2012 Hurun Brand List", Top 10 most valuable private men's wear brands in the country, Top 100 most valuable private brands in the country July 2013, Won the "Most Growth Listed Company in China's Garment Industry" and "Top Ten Most Competitive Star Enterprises in China's Garment Industry" awards. In the 10th "China's 500 Most Valuable Brands Ranking", it was awarded "China's 500 Most Valuable Brands" Brand "In April 2014, Huazun Award for Leading Brand in China's Men's Wear Industry. In September, the 9th Asian Brand Ceremony won the honor of "Top 500 Asian Brands". In April 2015, 2015 China Footwear and Clothing Industry Star. In July, China Clothing The development of the most innovative brand enterprise in the industry In 1987, the company was established with an initial venture capital of 30,000 yuan, 3 old-fashioned sewing machines, and 1 old-fashioned iron; in 1988, it introduced Hong Kong equipment and became the first factory specializing in the production of suits in Fujian Province ; In 1989, the products were sold to all parts of Fujian Province, and Lilang suits became the must-have clothing for weddings; In 1990, with major shopping malls across the country as terminals, it entered first-level cities such as Harbin, Changchun, and Shenyang; In 1991, Lilang suits were awarded the Ministry of Agriculture In 1993, it entered a period of rapid development, with Lilang clothing selling well in 31 provinces, municipalities and autonomous regions across the country; In 1996, the ISO9002 international quality management system was introduced; In 2003, the State Administration for Industry and Commerce awarded the title of "National Contract-abiding and Credit-worthy Enterprise" ; In 2004, the "Lilang" trademark was rated as a national inspection-free product, and won the title of "Enterprise with Good Industrial and Commercial Credit" and "Class A Enterprise with Tax Credit"; in 2005, it won the "No. 1 Business Men's Wear Brand"; in 2006, it represented China for the first time. "World Male Model Contest Finals"; In 2007, the "Lilang" trademark was recognized as a well-known trademark in China by the State Administration for Industry and Commerce; In 2007, it became the first in China and even Asia

Climbed the top international fashion week - Milan Fashion Week; in 2007, the industrial output value exceeded 500 million yuan, and was awarded the title of "Medium-sized Industrial Enterprise"; in 2008, participated in the world's fifth largest fashion week - Tokyo Fashion Week, becoming the first time to participate in this fashion week foreign designers and brands; In 2008, selected as one of the most promising enterprises by Forbes; In 2008, it won the title of "Top 300 Fujian Industrial Enterprises", "Top 10 Fujian Major Industrial Industries", and "Top 100 Enterprises in Fujian"; 2008 In 2009, it won the "Golden Spectrum Award", "The Most Fashionable and Influential Clothing Brand in 2008", and "National Large Industrial Enterprise"; in 2009, it was the first to represent a mainland enterprise in Taipei Fashion Week, contributing to cross-strait cultural exchanges; 2009 In 2009, the new fashion sub-brand L2 was launched and successfully operated, and the multi-brand development strategy officially kicked off; in 2009, it won the title of "International Famous Brand", "China's Preferred Brand for Business and Casual Men's Wear", "Top Ten Famous Brands in Asia", and "Platinum" Customers", "Quanzhou Municipal Technology Center"; In 2009, it was successfully listed on the Hong Kong Stock Exchange and became the first men's clothing brand listed in Hong Kong (stock code: 01234); In 2010, Lilang won the top ten leading brands in the industry in 2010; In 2010 , one of the top ten best-selling men's clothing brands in the Chinese market; 2010, China's most promising new listed company; 2010, Great Wall Award for Chinese Advertisers·Famous Brand Trusted by Consumers; 2011, participated in the 2011 CHIC China International Clothing and Apparel Expo; 2011 , Lilang won the Huazun Award for the most valuable listed company in China's men's clothing industry/China's most fashionable business men's clothing brand; In 2011, a new fashionable office building was completed, and a top-down Lilang fashion revolution began; In 2012, Lilang Culture The promenade was officially unveiled. In 2012, the groundbreaking ceremony of Lilanz Creative Park was held. In 2012, the "Meditation 2012" Beijing Fashion Week release show was launched. In 2012, an international R&D team was established. In 2013, it was awarded "the listed company with the most growth potential in China's apparel industry". and "Top Ten Most Competitive Star Enterprises in China's Garment Industry"; in 2013, it was awarded "China's 500 Most Valuable Brands" in the 10th "China's 500 Most Valuable Brands Ranking". In 2013, it proposed " "Improving quality without raising price" corporate development strategic policy; In 2014, Huazun Awarded the leading brand in China's men's clothing industry and the 9th Top 500 Asian Brands; In 2014, it became the standing director unit of the 6th Council of China Garment Association; In 2014, Proposed a new five-year strategic plan from 2014 to 2018 to create an international men's clothing brand with a sense of design, fashion, quality, taste, and the highest cost performance; in 2014, a new season of image advertising and the first fashion micro-documentary "Chen Daoming" "Nordic Minimalist Journey" was shot in Copenhagen; In 2014, Lillanz's brand L2 won the Best Trendy Men's Wear Brand; In 2015, Lillanz's headquarters exhibition hall (Fashion Art Experience Center) opened; In 2015, Lillanz sponsored "The Immortal Van Gogh" Inspired by the art exhibition, and held a Van Gogh clothing series release show; In 2015, sponsored the 2018 Russian World Cup qualifiers; In 2015, Lilang headquarters creative park officially broke ground The business philosophy of the company is to create "simple but not simple for human beings" 'Life style and attitude, struggle and contribute all your passion and wisdom' business philosophy, and formulate a development strategy of 'taking the road of internationalization and standardization, leading new fashion and trends in Chinese men's clothing', market-oriented, Relying on famous brands, we will take the road of brand management and strive to become a first-class enterprise in the same industry in terms of "quality, image and service". Brand fashion show in 2006, Paris Fashion Week in 2007, Milan Fashion Week; 2008, Tokyo Fashion Week; 2012, China International Fashion Week LILANZ&JIWENBO Beijing release show; 2015, "Van·Think" LILANZ&VanGoghAlive (Lilanz & Immortal Van GoghAlive) Valley) collaborative concept series fashion launch show. Business Overview Lilang's products are sold through an extensive distribution network covering 31 provinces in China. Lilang sells its products to distributors, who in turn sell our products to end customers through retail stores operated by it or its sub-distributors. Such retail outlets must sell only Lilang products.

In order to maintain a consistent brand image in the distribution network, Lilang has formulated unified standards in its operations manual that distributors and their sub-distributors must meet in terms of store display, marketing activities and daily operations. Lilang believes that our extensive and well-managed distribution network has helped us establish a unified brand image, allowing Lilang to increase market penetration. While continuing to expand our distribution network, Lilang plans to open approximately three to five flagship stores in major cities in China. These flagship stores will be significantly larger than the existing retail stores operated by our distributors. Lilang believes that the new flagship store allows us to have more direct contact with end customers to obtain immediate product feedback, further enhance our brand image by displaying the entire product range, and drive sales to distributors and their sub-distributors. Our distributors will also open their own flagship stores based on our flagship stores in major cities within their sales areas. LiLang products are developed and designed for all categories. LiLang products are mainly divided into two categories: orthodox and casual fashion. Each season has its own products, supplemented by matching products such as shirts, leather shoes, ties, leather goods, etc., with exquisite craftsmanship, novel styles and high quality. Superior quality, suitable for the taste of Chinese consumers. On this basis, the company firmly grasps the pulse of the times, leads the trend of fashion, designs and revamps traditional jackets in a timely manner, and takes the lead in the clothing industry to launch the "Lilang Business Casual Series", a new "business casual" series. The concept makes it meet the dressing needs of modern business white-collar workers, administrative agencies and other successful people, with accurate positioning and quick market entry point. "At present, Lilang's clothing includes suits, jackets, shirts and trousers, more than 50% of which are produced by the company's Wuli Industrial The park produces its own products. At the same time, it introduces advanced clothing production equipment produced in the United States, Germany, Japan and other countries, uses the world's most advanced equipment such as complete sets of suits and trousers production line special machines, and also develops and selects high-quality external stickers and external processing. business, LiLang clothing can be guaranteed in terms of design, quality and output. LiLang attaches great importance to the management of upstream suppliers, thus ensuring the quality and quality of its products. LiLang L2's products follow international trends and are committed to business. , leisure and personality are integrated, and through layer-by-layer control of material selection, design, production and other links, the best quality products are provided to today's young and cutting-edge people who pursue high quality of life. R&D Design Lilang has a strong design team for the long-term development of the group. , the group's main brand "LILANZ" established an international R&D team in 2012, led by several well-known foreign designers, including RAFALANTOS, the former chief menswear designer of GIORGIO ARMANI, and LUCIOCASTRO, the menswear design director of ARMANIEXCHANGE, as well as a group of Japanese elite design teams. They strive to bring new ideas to the group's consistently fashionable and simple product style with new and international designs, continue to lead the fashion trend in China's business casual men's wear market, and bring more diverse choices to customers. International Perspective At the end of 2011, Chinese men's clothing brand Lilang placed huge outdoor advertisements in Ginza, Tokyo, Japan and Bangkok Airport, Thailand. The poster features two foreign models wearing Chinese Tang suits. Lilang targeted travelers in Japan and Thailand, launching outdoor advertising overseas for the first time. Consumers who choose to travel abroad are generally groups with certain spending power. This group pays attention to the taste of life, pursues high-quality life concepts, and pays special attention to clothing, temperament and personal image. Lilang's consumer groups include business men and young men who consider both fashion and business leisure. Through market research and demonstration analysis, Lilang's consumer groups are extremely consistent with the high-end people who come in and out of international airports and international metropolises. In May 2012, Lilanz and its spokesperson Chen Daoming went to Times Square and Fifth Avenue in New York to shoot the latest advertising film - "Our Time"; in 2014, Lilang once again joined hands with Chen Daoming to go overseas and chose Copenhagen to shoot Lilanz's new season image advertisement. and the first micro-documentary - "Chen Daoming's Road to Nordic Minimalism". Going abroad again and again, let the world gradually know the "simple but not simple" Li Lang! Wang Liangxing Wang Liangxing, Vice Chairman of the Board of Directors of Lilang Group, Group President, CEO, and Group Chief Executive Officer. The idea of ??"Business Men's Wear" was inspired by Lilang's president Wang Liangxing from the popular handheld computer "Business Communication" at the time. In 2001, Lilang's products, from casual wear to formal wear, were given the concept of "business men's wear".

Wang Liangxing also proposed the brand slogan of "simple but not simple" and took the development of "business men's wear" that is "simple but not simple" as Lilang's development strategic goal. Later, he proposed that "you can't just deal with fabrics all day long", but should "jump out of clothes and make clothes" and "incorporate culture, art and creativity into clothes", aiming to build Lilang into a fashion creative group and let employees listen. Everything you come, see and touch is culture and art. At the end of 2013, despite the adverse environment, the company proposed the strategic policy of "improving quality without raising prices" for corporate development, which enabled the company's order data to achieve positive proportional growth several times in a row despite adversity. In 2014, it was proposed to build Lilang into an international men's clothing brand with a sense of design, fashion, quality, taste and the highest cost performance. In May 2012, Lilanx USA was personally led by Lilanx Executive Director and Vice President Hu Chengchu, with brand spokesperson Chen Daoming, "Mr. & Mrs. Smith" photographer Michael Fitzmaurice, graphic photographer Stefan Armbruster, who has been working for the designer brand HelmetLang for a long time, Austrian stylist Sabina, etc. With great enthusiasm, LiLang Business Men's Wear went to Times Square and Fifth Avenue in the United States to shoot the "Our Times" themed advertising film. Lilanx Nordic After New York's "Our Time", Lilanx once again brought its spokesperson Chen Daoming and China's boutique fashion consulting and creative agency SUNTCHIBRANDING to set out overseas, choosing the world's design capital - Copenhagen, Denmark, to shoot a film called "Chen Daoming's Nordic Minimalist Journey" ’s new season image advertisement and first micro-documentary.