Li Lang'S Official Propaganda And Han Han'S Endorsement Do Not Value "Commercial Appearance"

On November 18, commercial men's wear LiLang officially announced that Han Han became its brand new brand spokesperson. Meanwhile, it released a large advertising film in autumn and winter 2020, accompanied by the proposal of the concept of "new business men's wear".

As we all know, the cooperation between LiLang and Chen Daoming has been recognized by the industry as a classic case of super long brand endorsement in history, and also one of the cases in which brand connotation and character temperament are completed.

To a certain extent, we can see that LiLang has strict requirements for brand endorsement.

What is the significance of LiLang's move to replace a new spokesperson this time? Let's have a look at it today.

I. brand humanization in LiLang's eyes

After announcing Han Han as a new spokesperson, LiLang released a video different from other traditional ways.

Li Lang did not let Han Han appear alone, but invited Li Dan to join in to express the new business concept of "I am quite in touch with the world" in the form of combination deduction.

In my opinion, Han Han is a character with a great spirit of exploration. He is a writer, a racing driver and a director. Li Dan, a comedian, a poet and a writer, reveals his talent and penetrating attitude towards life.

Both of them are representatives of the outstanding "slash youth" pursued by the younger generation.

Either great or ordinary, or passionate or dull, but in either state, you can have a different perspective on the world around you.

Find this "upward power", you are the winner, which is also the core of LiLang's new business concept.

Lange's attitude is not to express the style and the spirit of life once again, but to explore the brand once more.

2. LiLang's advertising "case"

We should know that Han Han is the second spokesperson in the history of LiLang brand, and the first one is Chen Daoming, who has cooperated for 14 years. In 2000, LiLang was the first to put forward the concept of "business casual men's wear" in China, thus establishing its own unique style positioning in the clothing industry and becoming a pioneering brand of business men's wear.

When Chen Daoming became the spokesman of LiLang in 2002, most brands first considered the commercial nature when choosing the spokesperson. However, at that time, the Kangxi Dynasty, which Chen Daoming participated in, had not yet been released. To a certain extent, it was risky, but LiLang signed up with Chen Daoming without hesitation. Chen Daoming's inner temperament is self-confidence, introverted, focused on spiritual connotation, wisdom, personality charm from the inside to the outside, and the perfect fit with the brand spirit of business leisure.

The cooperation between LiLang and Chen Daoming is a classic case of mutual achievement between brand and spokesperson. The relationship between the two sides has lasted for 14 years. Today, the global market environment and fashion industry have undergone earth shaking changes.

In the era of flow as the king, many clothing brands tend to choose the spokesmen of small flow, while LiLang pays more attention to the consistency with the spokesperson's values. Han Han, 17 years old, won the first prize of new concept composition with a piece of "peeping at people in the cup", and then published a number of best-selling books. With the rise of blog, Han Han began to write articles in the blog in 2005. His bold and wise style of writing attracted great attention and became the cultural IP at that time.

In 2014, director's maiden work "no time to meet later" was a great success, with a double harvest of word-of-mouth box office. Han Han from a green youth, to a mature new youth, he gets along with the world more and more harmonious. From confrontation everywhere to finding a harmonious way of self consistency, we can see the growth track of the new generation of young people in Han Han.

They have an upward force, keep learning, full of positive energy, have cultural self-confidence, pay attention to cooperation, and pursue a healthy lifestyle. Through Han Han, LiLang can not only maintain the original tonality, but also link the updated consumer groups.

More than 30 years of exploration experience of LiLang men's wear tells us that a breakthrough is not necessarily subversion, but also a change in the face of consumers' impression. In the award presentation ceremony of "China real gold award", the daily has won many cases of "making a famous brand in China".

In addition, LiLang's case of "create together, go up together - LiLang new business campus in-depth interactive communication" won the brand rejuvenation award and the brand rejuvenation case award.

From these cases, we can see that LiLang's endorsement is not a simple reference to the business image, but more attention to the "internal effect". This effect is to create a more specific personalized brand personality, and the second is to achieve transformation through the resonance of the younger generation.

Nowadays, with the Chinese market becoming the most important fashion consumer market in the world, brands need to be more energetic, because all the fashion brands are accelerating the localization to adapt to the Chinese market and adapt to the young consumers in China.

Therefore, LiLang chose Han Han as the spokesman, not only considering the commercial appearance, but also creating the "right" of dialogue with consumers. Only in this way can the brand achieve efficient communication with young consumers and realize continuous transformation.