In 2003, Lilang boss Wang Liangxing some depressed. With the booming economy, various garment enterprises in Jinjiang Shishi have gone to new heights, while Lilang has been hovering around for some years or two. Wang Liangxing felt obvious pressure. To make him more depressed is that he has a disruptive plan, but can not get the family business support. To this end, he also enrolled in the Peking University president class in an attempt to be able to get from the already developed "fellow countrymen" to get the Scriptures, when Wang Liangxing low profile and even humble, his classmates and fellow boss probably did not think that this looks silly, dark Skinny middle-aged people will create the most legendary marketing classic in the Chinese menswear sector in the past five years. Finally, Wang Liangxing broke through the obstruction, his subversive plan to be implemented. Lee Lang business and leisure men's grand debut, in Chen Dao-chun elegant and refined "simple is not simple," Lee Lang's performance all the way up, from one or two hundred million, to 34 million, 56 billion, up to billions. In Lee Lang huge stimulation of success, Taiwanese clothing "Big Brother" have put aside, follow-up of this later "little brother", seven wolves, Qiong licensing, Rimula are also into the "business casual" men's position, though not Like Lilang as fruitful, but also achieved good results. Not only that, on the brand image, Lee Lang has made a major breakthrough, jumped to the forefront of Minnan clothing. Surprisingly, Lee Lang's success seems to be nothing brilliant, at least in 2004, their lackluster products, sales force and dealer network far from the surrounding businesses. The only slightly commendable is: a more clear market positioning + brand positioning + large-scale advertising bombing of the marketing model, this extensive mode in the Apollo era has begun to be widely used, more than a decade due to failure cases More has also been criticized by industry experts. So what is the essence of Lee Lang's success? Behind the seemingly unreasonable phenomenon, it must have catered for some kind of commercial law and must have grasped the essence of some success. After long-term market visits and understanding of the apparel industry over the years, we found that the success of Lilang nothing more than the following points. First, the "business casual men" is a terrible market demand Thirty years brought about by reform and opening up the most powerful concept is "market economy", which uses huge energy to wash more than 1 billion people into "economic man ". The biggest feature of the economy is "business," although many people still have some distance from the real business. Among the large economic people, those who "appraise the economy, the successful entrepreneurs" are the benchmark and role model for all, the "opinion leaders" of all people, and their every move, from business negotiations to drinking tea and chat Can be seen as "business activities." So, the first contradiction appeared. The Chinese business dress code is what Westerners bring to us. The unchanging dark suit, tie and strict dress code always stand in the way. This obviously is not in line with the image of our opinion leader who is "the integration of government and commerce" . Only this is not enough, Western dress is also facing a more frightening opponent, he is 5,000 years of Chinese traditional culture. This will be the second contradiction. And the Westerners "nail is riveting riveting" contract culture is different, the core of Chinese culture is "harmony", emphasizing harmonious coexistence, inter-personal is a pan-family ethical relations, the business negotiations as brothers The conversation between Chinese is like. This is a rigorous and rigorous Western formal dress almost rigid style there is a strong conflict. For more than three decades, the economic disparity has led us to be culturally mentally disadvantaged. Our business dress has also accepted standards from the West. Due to cultural differences, there are instability factors in the standard from the very beginning. With the continuous development of China's economy, the status of traditional culture has been constantly enhanced, and national confidence has been on the rise. Contradictions have become increasingly acute. It is precisely these two sharp contradictions, creating a huge demand for men's business casual. Second, Lee Lang's brand image Hit the business casual men's image needs heavyweight and light justice, the image of businessmen in China's traditional culture can not be described as very good, but there is an image is the exception, that is - Confucianism, refined, Be gentle, wise, responsible, talented, wealthy, and almost idealistic merchant image of every country. Such an image has been in operation for thousands of years in the minds of the Chinese people and can be said to enjoy popular support. On the brand image, Lang Lang undoubtedly achieved great success. Chen Daming, an image spokesman, put the Confucian merchants elegance and grace into practice; the core of Confucianism is "the golden mean"; while Li Lang's advertisement advocates "relax without indulgence, simplicity is not simple" and so on, . They planted the man wearing the Lilang into the image of a Confucian businessman longing for everyone and hit the innermost desire of consumers, thus arousing the enthusiasm of consumers for purchasing. Third, follow-up of the performance of the lackluster rival Lilang is not perfect, in addition to brand image on the business casual men floor, the product positioning, marketing (except advertising) and did not well strengthen its " Business Men "position. But follow-up business casual men's business, did not fully understand the essence of Lee Lang's success, the basic caught up for follow-up and follow-up, to his own name is called "Business Men" even follow up. No one in the image of the Chinese needs - "Confucianism" work hard, no one in the flexible life advocates work hard, almost no real product positioning in the business casual men's market, but no one in addition to communication outside of the communication Way up and use of business and leisure men to match the promotion methods. Of course, their success, but also corroborated the huge demand for business casual men's market and a huge blank. Respectable to Chinese entrepreneurs is that in a complex market environment, they tend to use their own different from the keen intuitive intuition and determination, motivation, consciously or unconsciously seized the essence of the industry, conform to the law of the market operation, Only one success of the market miracle.