Lee Lang brand to be cited Europe and the United States jeans into the Mainland

Wang Dongxing, the chairman of China Lilang, recently shared his company's strategic vision during an interview in Hong Kong. He emphasized that the group is actively seeking partnerships or mergers to bring European and American denim fashion brands into the Chinese mainland market. In addition, Lilang is in talks with several high-end Western brands to secure long-term franchise rights for these labels in the region. The company is also investing approximately 150 million yuan into L2, a youth-oriented brand targeting university graduates and young professionals. The L2 line is set to launch in mainland China in July next year, with plans to open over 100 stores by the end of 2024, mostly through franchising. Wang mentioned that the group aims to expand its presence significantly in the coming years, with a goal of opening 300 to 400 new stores annually for the next five years, eventually reaching a total of 4,500 stores by 2014. Currently, there are more than 2,600 specialty stores nationwide. He highlighted that the main revenue still comes from second- and third-tier cities, accounting for around 60% to 70%, while first-tier cities contribute about 14%. Lilang’s current market share in the business casual men’s clothing segment in the mainland stands at about 3.4%, placing it at the top of its category. Wang also mentioned that the company is not ruling out the possibility of introducing women’s fashion lines in the future. Regarding the pricing strategy for L2, he noted that the brand will focus on affordability, with casual wear priced between 500 to 600 yuan, and more basic items around 300 yuan. This approach is designed to appeal to younger consumers who are just entering the workforce. Wang expressed confidence in the mainland’s growing market potential and stated that there are no immediate plans to expand overseas. However, he added that the company may consider exploring markets with large Chinese communities in 2-3 years. “I hope Leela can become China’s Armani one day,” he said, reflecting the company’s long-term ambition to build a strong national brand with global aspirations.

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