Gong Jun’s identical suit goes viral — LILANZ (利郎) tops 4 billion yuan as its youth line scales up

Viral moment, surprising brand recognition

It has been reported that a set of photos of actor Gong Jun (龚俊) posted on Xiaohongshu went viral after he was photographed in a deep‑gray three‑piece suit from LILANZ’s (利郎) “LESS IS MORE” light‑business line, a designer collaboration that many viewers did not expect to be from the traditional menswear label. Could a celebrity snapshot help reshape a decades‑old image? The timing is notable: LILANZ this week disclosed 2025 results showing revenue of 40.7亿元 (about 4.07 billion yuan) and net profit of 5.02亿元 (502 million yuan), making it the first Fujian‑style menswear listed company to clear the 40‑billion‑yuan mark.

Younger consumers and a DTC pivot drove growth

LILANZ’s stronger showing reflects a deliberate pivot toward younger shoppers. Launched in 2016, LESS IS MORE has expanded to 371 stores (directly operated) and grew to 11.47亿元 in sales in 2025, accounting for 28.2% of group revenue. The company also accelerated direct‑to‑consumer (DTC) moves — converting hundreds of franchise doors to直营 and expanding self‑operated e‑commerce — which helped lift gross margin to a record 49.6% and drove double‑digit online growth (reported Douyin sales up 39%).

But the strategy has costs and risks

That upside comes with growing pains. Selling‑and‑distribution expenses jumped to 12.59亿元 (1.259 billion yuan), or 30.9% of revenue, as LILANZ absorbed rents, staffing and marketing previously borne by dealers. Inventory risks rose too: average inventory days stretched to 226 and year‑end stock reached 14.52亿元 (1.452 billion yuan), straining operating cash flow (5.38亿元). Net margin has slipped from 20.8% in 2020 to 12.3% in 2025.

Outlook: product and operating efficiency will decide the payoff

In a fragmented Chinese menswear market—Statista puts 2024 industry size at about 2706亿元—LILANZ’s combination of celebrity moments, designer collaborations and channel restructuring buys it runway, but not a guarantee. Can the company convert one‑off social virality and a growing DTC footprint into sustained loyalty among Gen‑Z and millennial buyers? Success will hinge on tighter inventory control, smarter unit economics in DTC stores, and product innovation that actually resonates with younger wardrobes rather than just courting attention.