Lan Yan: to create the nation's first denim brand

Lan Yan: to create the nation's first denim brand

Zibo Lanyan Group Co., Ltd. is a large-scale professional cowboy production enterprise that integrates spinning, weaving, dyeing and finishing into garments supporting Jackie Chan. The total assets of the company can reach 2 billion yuan. At the same time, it is the vice president of the National Cotton Textile Industry Association. , Denim professional committee director unit. In recent years, in terms of the development of the domestic market, Lanyan Group has established a brand development company, which has enabled the Lanyan brand to develop rapidly in the domestic market.

Channel Construction in 2012

Zhao Daqing, general manager of Lanyan Group Brand Development Company, told the reporter of “Textile and Apparel Weekly” that Lanyan brand clothing uses modern technology and traditional craftsmanship, with the design concept of natural comfort, simple atmosphere and elegant fashion, plus the clever use of popular elements. The integration of the geese culture and full-scale appeal to the brand concept of “being beautiful and free from the heart” explains the profound connotation of the Chinese “Ya” cowboy culture. With the goal of building the first cowboy brand of the Chinese people, the company strived to explore the brand's operating model, actively explored the market, and achieved high brand awareness and reputation.

The reporter learned that in terms of market positioning, Lan Yan plans to use the secondary market as the entry point, supplement the primary market and the conditional three-tier market, delineate key prefecture-level cities, establish a three-dimensional channel network, and focus on breakthroughs and rolling replications. From the regional market first to the nation's first, it finally created the first cowboy brand in China.

In marketing strategy, Lanyan cultivates through the three-dimensional channels centered on the mainstream market of jeans, relying on the platform of direct-operated stores, and adopting the strategic approach of “seeking for potential and seeking success”, expanding franchisee networks through the system. Support core dealers and take the road of "Lanyan franchise - core dealer network - block homogenization market".

In order to accelerate Lanyan's terminal channel construction, Lanyan Group plans to hold the 2012 on-site investment promotion conference and brand promotion meeting in Zibo on April 18-20. Zhao Daqing said that friends from all walks of life and a large number of franchisees and agents are welcome to participate in this event.

Group advantage lays the foundation of the brand

The rapid development of Lanyan brand in recent years has aroused the attention of the industry, and the company has also made remarkable achievements. These have laid a solid foundation for the development of the Lanyan brand in 2012.

In 2000, the "Lanyan" trademark was recognized by the State Administration for Industry and Commerce as "China's Well-known Trademark" and became the first enterprise in the denim and denim apparel industry to receive this honor.

In 2005, Lanyan brand denim was awarded the "China Top Brand" award in the industry and was listed on the "Red List" of the General Administration of Customs. Lanyan Group also successively passed the IS09001 quality system certification, the IS014001 environmental management system certification, the OHSAS18000 occupational health and safety system certification, the SA8000 social responsibility system certification, and has been awarded the European Union's Oeko-Tex Stard l00 green textile certification for 11 consecutive years.

Dozens of products of the Lanyan Group have won the Outstanding Innovation Award and Outstanding Product Award from the China Cotton Textile Industry Association and the China Textile Industry Association. Hundreds of products have won provincial and municipal science and technology progress awards, excellent design awards, and outstanding new product awards. The group has won the national "May 1" labor award, the national textile management outstanding enterprises, the advanced unit of the national textile industry scientific and technological progress, the national advanced enterprise of environmental protection, the well-known enterprise of Chinese textile enterprise culture construction, the advanced enterprise of national enterprise culture construction, the national textile harmony The company has advanced a number of honorary titles such as building advanced units. Lan Yan brand fabrics and apparel products are exported to more than 50 countries and regions such as Europe and the United States, Japan, South Korea, the Middle East, Southeast Asia, and the production scale has become one of the top ten denim manufacturers in the world.

Lanyan Group continues to carry out technological transformation around equipment renewal, and has introduced internationally top-level projectile looms, rotor spinning machines, and bundle dyeing machines from Japan, Switzerland, Belgium, Germany, the Czech Republic, the United States, and Hong Kong. Denim special production equipment such as machine more than 1200 sets. During the production process, American Online and Off-line Dye Testers were used to monitor the dyeing quality, thus ensuring product quality. At the same time, the introduction of the United States CAD clothing computer design system, speed up the development of new products and improve work efficiency. The group has recently introduced a world-class carding and interlocking cotton spinning equipment, a dyeing and dyeing combiner, an air-jet looms, a setting machine, a core-spun spinning machine, a bamboo spinning device, and a door with a weft-closed automatic monitor. Pre-shrinking machines and a number of advanced laboratory testing instruments have enhanced the overall technical equipment level. The Group also established long-term friendly cooperative relations with a number of world-famous denim and garment manufacturing companies, which goes hand-in-hand with the world's leading level.

Goal: People's First Denim Brand

Wild geese, wild birds, beautiful posture, good flight. The ancients praised Goose for its "five constants." Wild geese, smart, wise, perseverance, unity and progress. The greatest quality of the geese is team spirit. Every time a migratory flight is endless...

Over the years, Lan Yan Group also deeply realized in the construction of corporate culture: Lan Yan pursues the concept of humanistic enterprise, applies a scientific management model, builds a branded product, and the company must take the road of branding. The future of Lan Yan was molded with the vision of "brand name".

Excellent corporate culture is the soil and support of brand culture. A successful brand is the organic integration of quality and culture. Brand culture is actually a kind of quality, an experience, a promise, a way of life, and its charm is not only to provide products or services to customers, but also to help customers create value and realize their dreams. Based on this understanding, Lanyan Group pays more attention to inheriting and innovating the corporate culture with its own characteristics, and leads the company to climb to higher goals with advanced concepts.

Lanyan people never stopped their pursuit of heights. At the same time they crossed the heights, they created themselves and created history. 20 years of focus on the cowboy, Lan Yan is known to countless. Lan Yan, determined to climb the peak of the industry, with a heart to build the country's first denim brand, constantly leap.