【】The author drove 30 kilometers northeast along National Highway 325 from Guangzhou to Lecong, Shunde. What caught his eye was the largest furniture market in my country stretching for ten miles. However, the prosperity of the furniture market cannot conceal the special ambition of the famous men’s clothing brand adjacent to it – Langdeng, which shines like a pearl riding on the waves.
Lecong Furniture is world-famous. Furniture is one of the local pillar industries. Almost every household here is engaged in furniture business, and the cost is high. However, Deng Jianhong, chairman of Guangdong Langdeng Clothing Company, has a soft spot for clothing and has never had the motivation to change his career. Since the establishment of the Langden men’s clothing brand by Langden Group (Hong Kong) Co., Ltd. in 1994, Langden has been focusing on breaking the constraints of traditional business attire. With the increasing popularity of the brand, its concept of “serving successful people” has continued to People’s hearts. At present, Langdeng has manufactured business attire and professional attire for nearly a thousand large enterprises in the financial industry, telecommunications industry, security industry, hotel industry, transportation industry, etc. such as Bank of China, Northern Power Grid, China Northern Airlines, etc. .
As a professional clothing enterprise invested and established by Langdeng Group in the mainland, integrating design, production and sales, Langdeng Men’s Wear spent huge sums of money from the beginning to introduce a full set of large-scale suit production equipment from abroad, including Japanese cloth inspection machines. , pre-shrinking machine, German bonding machine, bag opening machine, edge prying machine, and Italian large-scale ironing equipment, laying a solid foundation for the production of high-quality suit products. At the same time, Langdon attaches great importance to investment in design and R&D, introduces a large number of design R&D personnel and foreign traditional technologies, combines the characteristics and needs of the international market, integrates the essence of European clothing, and creates clothing products that are suitable for Asian body shapes and characteristics, and will be comfortable and considerate. Perfectly combined with fashion and elegance.
According to Deng Jianhong, in the late 1980s and early 1990s, with the development of China’s economy and the introduction of traditional governance concepts, aviation, hotels and other window industries that had been closed earlier in reform took the lead in implementing unified uniforms that were in line with international standards. . Subsequently, garment companies in developed border cities such as Shenzhen, Guangzhou, Shanghai, and Beijing, as well as in Jiangsu and Zhejiang, started designing and manufacturing hotel uniforms and gradually entered the field of professional attire. At that time, there were only a few hundred domestic companies specializing in the production of business attire, but now business attire has formed a huge industry in China with more than 30,000 companies participating.
After talking with Deng Jianhong, I realized that his special liking for branded men’s clothing stems from his determination to develop the industry. He told the author that looking at the market from a developmental perspective, China’s business attire will enter a mature period of growth in the next 10 years. China’s professional attire is currently mainly distributed in the border and eastern regions, and the consumption of professional attire has changed from a single strategy to a centralized strategy. In the future, the development of China’s business attire will be committed to the establishment of five major systems, including the establishment of standard business attire market order and a relatively complete operation and sales system; the establishment of a business attire service system that is suitable for China’s national conditions and in line with China’s industrial target groups; and the establishment of a number of professional attire service systems. A modern professional attire production enterprise with international standards, forming a professional attire production system with Chinese characteristics; going global, manufacturing Chinese professional attire products, forming a leading product with products as the backbone, and forming a two-dimensional industrial chain cooperation system; cultivating industry Installation clusters form a network-shaped consumption aggregation system in the east (centered on Shenyang), west (centered on Xi’an), south (centered on Guangdong, Shanghai, Jiangsu and Zhejiang), and north (centered on Beijing and Tianjin) across the country.
The extension of Langden’s brand culture is a core resource that expresses brand value. The products are both trendy and conservative, blending classic elements such as simplicity, elegance, restraint and seriousness, striving to generalize the lifestyle of modern successful men, and embodying both the ideals of men. The profound and strong side also reflects their pursuit of a natural and leisure lifestyle.
Based on quality assurance, Langden has further increased its efforts in brand operation in recent years, invested heavily in introducing a corporate image recognition system, and continuously promoted brand culture. Langdeng has established offices in more than 10 large cities across the country, and has established counters or stores in more than 300 large shopping malls. It has been a major sales player in some famous shopping malls for many years. In recent years, the Langdeng brand has become more committed to opening up the domestic market, and its products have been well-sold in Europe, the United States, Southeast Asia and Hong Kong and Macao in my country.
During the 15 years of Langden’s brand development, “confidence” has always been its typical theme. With its excellent brand image, Langdon will surely attract more loyal consumers and become a typical choice for “confident men”.
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