Lilang garment intended to introduce European and American jeans clothing into the Mainland

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According to recent reports from Hong Kong media, Wang Dongxing, Chairman of Lilang Garment Co., shared the company's ambitious plans for expansion in the Chinese mainland. The group is actively exploring opportunities to bring European and American denim collections into the market through partnerships or mergers. In addition, Lilang is in active discussions with several high-end Western brands, aiming to secure long-term operating rights for these labels in mainland China. The company is also investing approximately 150 million yuan into its L2 brand, which targets young consumers. The L2 line is set to launch in mainland China in July next year, with a goal of opening over 100 stores within the next year, mostly through franchise models. Wang emphasized that the company is looking to introduce premium European and American fashion brands to the mainland, and while no options have been ruled out, there is particular interest in women’s fashion as well. He noted that the Lee Lang brand currently holds a 3.4% market share in the business casual men’s segment in China, ranking first in its category. Currently, the majority of Lilang’s revenue—about 60-70%—comes from second- and third-tier cities, while only 14% comes from first-tier cities. The company has more than 2,600 specialty stores nationwide and aims to open between 300 to 400 new stores each year over the next five years, with a target of reaching 4,500 by 2014. Most of these will be franchised. “I hope Leela can become China’s Armani in the future,” Wang said. Regarding the positioning of the L2 brand, he explained that it is aimed at young graduates entering the workforce. As such, the pricing is kept affordable, with casual wear averaging between 500 to 600 yuan and accessories around 300 yuan. He also mentioned that due to the vast growth potential in the mainland market, the company has no immediate plans to expand overseas. At most, it may consider targeting overseas Chinese communities in 2-3 years.

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