According to reports from Hong Kong media, Wang Dongxing, chairman of Lilang Clothing, revealed the company's new strategic direction. The group is actively exploring opportunities to bring European and American denim brands to the Chinese mainland through partnerships or acquisitions. In addition, Lilang is in discussions with several high-end Western fashion labels, aiming to secure long-term licensing rights for these brands within China.
The company also plans to invest approximately 150 million yuan into its youth-oriented brand, L2. The brand is expected to launch in the mainland in July next year, with over 100 stores planned for the following year—mostly franchise locations. This move reflects a broader strategy to expand its presence and capture a growing market among younger consumers.
Speaking in Hong Kong, Wang emphasized that Lilang is not ruling out the possibility of introducing women’s fashion lines in the future. Currently, the Lilang brand holds a 3.4% market share in men’s casual wear, ranking it as the top player in this segment. The majority of the company's revenue still comes from second- and third-tier cities, making up around 60–70% of total sales, while first-tier cities contribute about 14%.
With more than 2,600 stores nationwide, Lilang aims to open between 300 and 400 new outlets annually over the next five years, targeting a total of 4,500 stores by 2014. Most of these will be franchised, reflecting the company’s focus on scalable growth.
Wang expressed his vision for the future, saying he hopes Lilang will become "China's Armani." He also shared details about the positioning of L2, which targets young professionals who have just graduated from university. The brand’s pricing strategy is designed to be accessible, with casual clothing priced around 500–600 RMB and pants around 300 RMB.
Given the vast potential of the mainland market, Lilang has no immediate plans to expand overseas. However, the company may consider opening stores in overseas Chinese communities within the next two to three years.
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