Core Viewpoint - LILANZ, a well-known Chinese menswear brand, has opened its first overseas store in SkyAvenue, Genting World, Malaysia, marking a significant step in its internationalization strategy [1] Group 1: Store Details - The store covers an area of 268 square meters and follows the brand's "minimalist precision" design philosophy, featuring a gray and white color scheme combined with streamlined displays to create a shopping space that blends technology and artistry [3] Group 2: Brand Background and Strategy - Founded in 1987, LILANZ has developed a comprehensive industry chain covering design, research and development, production, and retail. In 2009, it became the first Chinese menswear brand to be listed on the Hong Kong Stock Exchange [5] - The brand attracts younger consumers through its sub-brand LESS IS MORE and has invested in the Chinese operations of the century-old golf brand Munsingwear, expanding into the outdoor sports market, which lays the groundwork for its international expansion [5] - Malaysia was chosen as the first overseas location due to the strong ties under the Belt and Road Initiative and its strategic position in Southeast Asia, where the growing middle class has a strong demand for quality menswear, aligning well with LILANZ's core customer base [5] Group 3: Future Plans and Market Engagement - The opening of the first store is seen as a new starting point for internationalization, with plans to deepen engagement in the Southeast Asian market while maintaining a minimalist tone and integrating local culture to steadily enhance international influence [5] - The store opening has generated significant buzz on social media platforms, leading to spontaneous consumer engagement [6]