"The defensive is unstoppable!"

Volkswagen began to really know Lilang, or from CCTV's advertisements. Therefore, it was said that Lilang did not beat the Yangtze River without CCTV. From this point of view, Li Lang is only one of the many households reliant on advertising resources in Jinjiang, Fujian Province.

From the large-scale launch of advertisements in 2001 to the present, Li Lang has already walked 5 years on the road to building a casual men's brand. Wang Liangxing is somewhat puzzled. The annual advertising investment of enterprises in Jinjiang City is as high as more than 700 million yuan. There are seven wolves, lofts, and tyrants in the CCTV-5 sports channel. There are more Jinjiang brands in the CCTV-5 sports channel. The enterprises in Jinjiang are aware that advertising is a non-renewable resource, and it is not enough. Then when the charm of advertising bombing, what can Jinjiang companies rely on? Many experts are working hard for Jinjiang companies, but there are no countermeasures.

Ups and downs for more than a decade

As early as 1985, the three brothers of the Wang family in Qingyang Town began a “conspiracy”: to run a garment factory. The initial scale of the garment factory was no different from the many family workshops that quietly appeared in rural Jinjiang. Wang Liangxing recalled: “At that time, there were 12 sewing machines.” As a clothing fabricator and wholesaler, the Wang brothers dared to fight in the years after 1985 delivered good luck to their peers. In the early 1990s, Li Lang became a strong brand on the Fujian market. The most powerful proof of this status is that in 1990 Li Lang received an honor that was very rare at the time: "Ministry of Agriculture's superior product."

Wang's brother's clothing factory initially determined to be a rich man's clothing --- suits. After entering the 1990s, Lilang has been the dominant suit brand in the Fujian market. From 1993 until 1996, it was the brilliant period of Lilang's suit. Lilang's products were in short supply.

However, it is also because the brilliance has come too early. The Wang brothers began to add to the imagination of the future. Outside of the clothes, the Wang Brothers also did a lot of business, opened a stationery factory, opened a machinery factory, and also built up foreign trade. In this way, the hot money just arrived was diverted in 1996.

Subsequently, the situation in 1997 made the boss Wang Liangxing feel a burst of flustered. He found that the market for Lilang clothing began to shrink and its performance continued to decline. The pace of retrogression was staggering, and almost in the twinkling of an eye, Li Lang fell from the top of the hill to the foot of the mountain. Ironically, some of the industry's opponents who did not care about the past have been soaring and left Lilang behind. Wong's brothers' stationery factory and machinery factory did not improve, and the clothing factories that have been proud of them have been overturned.

1997 was a thrilling year for Wang Liangxing. The Wang brothers could not find the hidden crisis of temporary glory. They were punished by the market. From two years from 1997 to 1999, Li Lang was completely silent.

"The defensive is unstoppable!"

With painstaking experience, Wang Liangxing once again experienced the truth of “more confusion and less clarity” when he lost his army. In the past, Jinjiang’s clothing brands were “many”. Lilang only made suits and took “little” and concentrated all resources to make a product.

From the foothills to the bottom of the valley, the once infuriated Wang brothers were worried. At that time, Li Lang’s situation could be described as “abandoning others”. A large amount of off-season products accumulated in the warehouse, and liquidity could not keep up. The management system composed of many relatives completely failed. Li Lang's production has been difficult.

In the ensuing depression, the Wang brothers gradually realized that the root cause of Li Lang’s defeat was that his vision was too limited. China is a vast market. If a company only puts its cause on the doorstep and becomes a "hundred-step king," how can it compete with the real strong hand? By the year 2000, the Wang brothers had regained confidence and the company gradually regained its vitality and launched an entrepreneurial plan to occupy the national market.

The slogan proposed by Wang Liangxing in 2000 can well reflect the "grassroots spirit" of entrepreneurs. This is a slogan from an old movie: "Fight the Yangtze River and liberate the whole of China!" Wang Liangxing said with emotion: "Be a company, be a market, be vigilant. Unstoppable!"

Li Lang's breakthrough battle was started in Jiangxi and Anhui provinces. In 1998, Li Lang began to implement the strategy of entering the market outside the province. This year was the beginning of the Lilang Monopoly Business; this year, the company's sales exceeded the 100 million mark and successfully achieved the goal of selling products nationwide.