Simplicity is a mental category, and it is the return of Lilang.
This year, Lilang has put forward a new concept of "simplicity".
Simplicity is a mental category, which is an innovative combination of the mental resource of "simplicity" and the first innovation. Clean, refreshing, and simple men that meet people's imagination of a standard man.
Unlike product categories, mental categories are more inclusive of products and are not limited to a single product.
As long as it adheres to the design concept of "simplicity" and is well-made, then suits, trousers, jackets, shirts, underwear, and accessories can become part of "simplicity", which is the realization of the value of the mental category.
The twists and turns of the past
From the beginning of **, to today's "simple**" Lilang has gone through a lot of detours in the middle.
In 2015, it was launched**, and the order data continued to grow against the trend.
In terms of short-term performance, this is a good thing;But in the long run, it has distracted Lilang's focus on **.
In 2000, Lilang proposed the concept of "business casual", and from 2016 to 2019, it turned to "light business".Later, it evolved into "new commerce".
There is also a section in the middle (2014-2018), which puts forward the brand strategy of "design, fashion, quality, and the most cost-effective internationalization".
Fortunately, today's Lilang no longer seems to be entangled, and is determined to return to the "first" and create a "simple" ** category and the Lilang brand mentality.
The challenge of "simplicity**".
So far, we have not found a "hot product" that can represent this mental category.
After proposing simplicity, Lilang released two major product categories. One is the "washable" series, including washable shirts and washable polo shirts, featuring 30 times machine washable as new.
However, "washable" is not a minimalist execution. Simplicity refers more to the simplicity of design, cutting, pattern style, etc., excluding washing, which is two different things.
The other is a water-repellent down jacket. It is also related to washing, focusing on safe machine washing, quick drying and fluffiness, which can achieve continuous water resistance.
The landing of these two products that closely follow the direction of "simplicity" is actually deviating from the category.
Conclusion: We understand the concept of simplicity, which does not mean that the product will be good, less and more refined, so as to reduce the burden of many goods for customers and make it simpler in purchasing.
For example, shirts are made into a washable category, and down jackets are made into water-repellent and washable series.
As for how to really land the "simple**" mental category, it is still a test of Lilang's wisdom, otherwise it is easy to fall into an empty sentence.
About the product. Founded in Shanghai, Pinzuo is a mental category brand company, replacing commodity categories with mental categories, building brand identity, and guiding customer awareness and brand managementProvide customers with mental category creation and landing counseling services, including product innovation, brand creation, experience optimization, category promotion, etc.