Brand introduction

About LILANZ

一

Thanks to nearly 40 years of unceasing efforts, LILANZ has become a national well-known garment enterprise that integrates design, R&D, production and marketing.
In 1987, the brothers of Wang Family, founders of the group, embarked on the men’s wear manufacturing and wholesale.
In 2008, the brand name of LILANZ in English was officially changed to LILANZ.
In 2009, LILANZ became the first Chinese men’s wear brand listed on the Hong Kong Stock Exchange, unveiling the beginning of capital upgrading for China’s men’s wear industry.
In 2016, the “LESS IS MORE” line, the second growth curve of LILANZ, was launched onto the market, conveying a younger and more fashionable brand image.
In 2023, LILANZ completed an all-new upgrade of its brand visual identity (VI) and clarified its positioning as Minimalist Men’s Wear.
In 2024, the Company put in place a “Multi-brand, Internationalization” strategy, exploited overseas markets, and developed the golf sport brand MUNSINGWEAR in China.
In 2025, LILANZ achieved annual operating revenue of 4.069 billion yuan, with the number of its terminal stores reaching 2,817. LILANZ has set up 4 overseas stores, and MUNSINGWEAR has opened 6 new stores in China.

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二

A glimpse of LILANZ’s development - it has evolved from a small workshop with only a few staff to a nationally renowned garment enterprise that integrates R&D, design, production and marketing; from a company engaged in development of single-category products to an enterprise with full product varieties covering outerwear, inner wear, trousers, footwear, accessories and more; from domestic first advocate of “Business Casual” to today’s proposer of “Minimalist Men’s Wear”: LILANZ has always stayed on the path of innovation and upgrading.
Focusing on consumer headaches, the brand keeps tapping consumer demands, in an effort to unceasingly provide top-quality, well-designed, fashionable, and cost-effective products for consumers. It is committed to leading public fashion trends with craftsmanship and innovative design.

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“Less is More” – The LILANZ Brand Story

Ushering in Style

With Minimalist Precision

三

LILANZ has always advocated the design concept of “LESS BUT BETTER”, transforming from “Manufacturing” to “Intelligent Manufacturing” and shoring up quality with technology. By launching bestsellers such as long-lasting white non-iron shirts, water-repellent down jackets, and wash-resistant Polo shirts, LILANZ translates technological strength into touchable wearing experiences, construing the hardcore power of traditional industrial upgrading.
Water-repellent down: LILANZ has deeply tapped the water-repellent down segment. By adopting DownTek™ water-repellent down from Hoplun (a global leading down supplier), LILANZ has made its products meet the industry-leading standard of Level-5 water resistance for 10,000 minutes. In 2025, LILANZ took the lead in formulating 2 group standards for down products, defining terms such as “Water-repellent down” and “Moisture and cold resistance performance” for the first time, establishing scientific and uniform testing and evaluation methods for “Moisture and cold resistance performance”, and filling the industry gaps.
Long-lasting white non-iron shirts: LILANZ has independently developed two patented technologies for long-lasting whiteness, so that its shirts remain new after 30 machine washes on the premise of no ironing, with a whiteness retention rate of above 95%. Besides, the Level 3.5 DP non-iron technology and 8 interlining skeletons help effectively resolve the headaches of easy yellowing and difficult care for white shirts.
Wash-resistant Polo shirts: LILANZ adopts Wash-resistant 3.0 fabric with upgraded texture and color, as well as high-strength composite yarn and special processes, ensuring the fabric features the wash resistance, wear resistance, dimensional stability and color fastness of chemical fiber products, and delivering air permeability and comfort comparable to natural cotton pique fabric. The fabric remains smooth, bright and as new even after 30 machine washes.

Forging Identity

with Originality

四

International Team +

Fabric R&D Center +

Valid Patent

Amid the backdrop of consumption upgrading, LILANZ focuses on the core strength of products, builds its unique original labels, and cultivates distinctive brand character by proactively embracing transformation. It has registered a total of over 230 valid patents. For product design and development, LILANZ operates its own fabric R&D center that is equipped with a fabric color matching system and fabric printing machines.
It maintains exclusivity and foresight from in-house development of yarn, fabric, dyeing and printing at the source to the ensuing laboratory testing. By developing fabrics from yarn, LILANZ enhances flexibility in fabric development, ensures product quality and effectively controls costs.
In 2012, LILANZ established an international R&D team to assimilate global inspirations and concepts, with a view to building a high-end design team with “LILANZ DNA” to support original product design.

Sparking a Channel Renaissance

With Visionary Precision

五

LILANZ takes a differentiated brand matrix as its core strategy and further exploits the men’s wear market. For main product line, LILANZ keeps shoring up its competitiveness in the traditional men’s wear market. By optimizing product mix, optimizing regional channel planning & penetration, LILANZ further enhances brand awareness and market share in core markets. LESS IS MORE, the light business line targeting young consumers, operates under a fully company-owned model. Its store strategy focuses on shopping malls favored by consumers, and aims to improve consumer experience through precise store image.
By the end of December 2025, LILANZ had 2,446 stores for the main line and 371 stores for the light business and other lines, bringing the total number of stores to 2,817. The shopping malls in which LILANZ has settled include Wanda Plaza, Vanke Plaza, SM Plaza, Tahoe Plaza, MixC, Outlets, etc.
For new retail, LILANZ has opened online stores on Tmall, JD.com and other e-commerce platforms. Besides, the data from online accurate traffic statistics and sales analysis is applied to the development of offline stores, achieving the full integration of online and offline channels and the complementary advantages of the two.
The LILANZ LESS IS MORE line focuses on first/second-tier markets. For store design, it sets great store by the preferences of young people. By creating a store visual ecosystem, this product line, with a minimalist and avant-garde image and a bright and concise style, provides warm and minimalist shopping experience for consumers.
Moreover, for its minimalist and fashionable product style, frequent new launches and high cost performance, this product line have won over a lot of young male consumers in cities.

Crafting Exquisite Moments with Core Values

Core Values

六

LILANZ has always interpreted its core values with the design philosophy of “LESS BUT BETTER”. It persists in zero compromise on imperfection and dedication to details, infuses products with soul through brand spirit, brings more emotional values to consumers, and allows them to experience the unique charm and profound value of the brand.

2000

In 2000, Mr. Wang Liangxing, one of the founders of LILANZ, drew inspirations from “Business Connect” and unprecedentedly brought forth the concept of “Men’s Business Casual Wear”, creating a brand-new category and opening up a new path for the development of China men’s wear industry.

2002

In 2002, LILANZ put forward the brand slogan “LESS BUT BETTER”, which became the design philosophy of LILANZ men’s wear. It also invited famous actor Mr. Chen Daoming to serve as the brand ambassador, who meticulously interpreted the core values of the brand. “LESS IS MORE” has become a classic symbol of the era.

2007

In January 2007, LILANZ made its debut at Milan Fashion Week. As the first Chinese men’s wear brand appearing at Milan Fashion Week, LILANZ brought Peking Opera (the quintessence of Chinese culture) and minimalist black-white-gray garments into the global spotlight. After that, it appeared on world-class fashion weeks several times.

2016

Breaking away from path dependence, LILANZ takes consumers as the center and focuses on creating the best life experience for customers. It has studied new growth drivers and business models anew, and launched the LILANZ LESS IS MORE line. The concept of “LESS IS MORE” inherits LILANZ’s design philosophy of “LESS BUT BETTER”.

2020

On November 18, 2020, LILANZ signed a contract, designating Han Han as its new brand ambassador to jointly explore the new business aesthetics.

2021

In 2021, LILANZ’s new headquarters creative park was officially put into use. LILANZ LESS IS MORE became the exclusive apparel sponsor of the hit variety show Call Me by Fire, and joined hands with emerging designers to present the closing show “City of Light” at Shanghai Fashion Week.

2023

In August 2023, LILANZ officially announced the upgrade of its brand VI and the new LOGO vision, which kept in line with LILANZ’s long-standing aesthetic concept and business philosophy “Minimalism”. That year, LILANZ further clarified its brand positioning as “Minimalist Men’s Wear”.

2024

In 2024, LILANZ achieved a new milestone in “Multi-brand and Internationalization”. It developed the Group’s new brand MUNSINGWEAR in China, accurately targeting the potential of China outdoor sports market. In the same year, young actor Xu Kai was appointed as the spokesperson for LILANZ LESS IS MORE to convey a younger brand narrative.

2025

In 2025, LILANZ successfully organized 12 celebrity brand meetings, inviting many famous artists to visit the central business districts and Outlets in Nanchang, Shenzhen and other cities. Such a move deeply integrated brand influence with urban culture, achieving two-way interaction with consumers. That year, LILANZ water-repellent down joined hands with Weather China to launch the “Moisture and Cold Grading System”, defining the “Moisture and Cold Resistance” level of down jackets.

Guiding Epochal Elegance

With Brand Virtue

七

Thirty-nine years of painstaking and unceasing efforts! By taking far-sighted vision and responsibility fulfillment as its cornerstone, LILANZ always focuses on consumers to keep exploring the spirit of the times, strive for progress in a down-to-earth manner, and forge ahead against all odds, in order to build a century-old garment brand and create a better life for mankind.

LILANZ has always advocated the ecological concept of “Cooperation, Opening-up, and Win-win”. It insists on making progress hand in hand with customers, partners and peers, jointly making innovations, expanding industrial value, and fostering a healthy and sustainable industrial ecosystem. Moreover, LILANZ has been committed to spreading the positive energy of Chinese brands with its core strengths, and doing its bit for the collective rise of national brands.
On the road of continuous growth, LILANZ Cultural and Creative Commercial Park was officially put into use in 2021. It garners fashion, art and creative talents, builds an ecosystem of creativity sharing and business win-win, turning a walled garden into an evolving ecosystem made up of diverse elements. Shouldering the responsibility that a Chinese men’s wear brand ought to fulfill, LILANZ keeps pace with the times and continuously promotes the sustainable development of the industry.