Seven wolves: upgrade the brand winter ice break

Seven Septwolves Industrial Co., Ltd. Chairman Zhou Shaoxiong

In 2012, the rumors of the so-called "end of the world" did not come. However, for the Chinese clothing industry in the "winter", this year is extremely calm. During the year, some companies were trapped in inventory and other pressures. They struggled in the “doomsday crisis” and struggled. Some companies made strategic adjustments in the “winter” and turned against the market to achieve good results.

2012: The Dilemma and New Exploration of Garment Industry

In 2012, the garment industry suffered from internal and external attacks, and the company's survival situation was once in trouble. From January to September, the income growth rate of China's 14328 clothing enterprises above designated size was only 10%, a decrease of 3 percentage points from the beginning of the year, and the average level was also lower than last year. It was not until October that the Chinese clothing industry finally ended its negative export growth for 13 consecutive months and continued in November. Although the textile and apparel industry as a whole began to fluctuate from a turbulent trend in the third quarter, various indicators have improved since the fourth quarter, but the textile and apparel industry chain needs to recover from the upstream raw material manufacturing to the downstream terminal sales. The garment industry's exports will be longer. As time keeps growing at a low rate, pressure on the industry will continue to exist.

In the face of difficulties and challenges, major companies have responded to their own circumstances: Zegna, Armani and other international men's big names have taken root in the second-tier and third-tier markets in China after relying on their solid strength and industry experience to show off. Strong channel model power; Jack Jones, camel costumes and other brands make full use of e-commerce platform to carry out promotion of the whole people, only "Double 11" on the day of the day set a terrific performance of billions of dollars in sales;

In addition, the men’s brand Septwolves achieved breakthroughs in adversity through brand upgrading, retail management, and e-commerce initiatives. From the perspective of the financial report for the first half of 2012, its main business increased by 24.47% year-on-year in the first half of the year and net profit increased year-on-year. 40.61%, the company's asset-liability ratio dropped by 19.95% year-on-year, inventories fell by 23.36%, and the performance was eye-catching. In addition, seven wolves not only revisited the 2012 Hurun 100 brand list, but were also selected as one of the top 50 most valuable Chinese brands by WPP, becoming one of the fastest value-added brands. The reason for its success is worth learning.

[Breakthrough Case] ​​Seven wolves upgrade brand Winter break ice

Compared to many clothing brands, in the “cold wave” suffered by apparel companies in 2012, it is undoubtedly fortunate that seven wolves, who are still in a whirlpool but still have outstanding performance, are making a fortune. This kind of luck comes from a series of effective strategic measures. Reviewing the road to upgrade the brand of Seven Wolfs can be described as a microcosm of China's garment enterprises that successfully “break the ice” in adversity.

Culture, fashion, cross-border development, precipitation character

In the Chinese Fashion Week in March 2012, at a conference called “Metropolis”, Seven Wolves announced a strategic partnership with Huayi Brothers. The "marriage" between the two is like a blockbuster and it is heavily invested in fashion circles and entertainment. Although the alliance between apparel brands and entertainment stars is not new, it is still the first time for Chinese apparel brands to cooperate on such a large scale. In a moment, Zhou Shaoxiong and Wang Zhongjun took photos with each other. Huayi's star photographs the seven wolves on the catwalk and appeared in major media. Along with it came various praises, questions, affirmations, and slander. In this series of voices, the concept of "character" first proposed by the Seven Wolves was slowly spreading in people's discussions. The brand escalation of seven wolves also began to sprout from this time.

In March 2012, seven wolves hand in hand Huayi for the first time put forward the concept of "character"

In June 2012, the first men's costume cultural museum in China, the Seven Wolf Chinese Men's Museum, was officially opened for trial operation. It will become a non-profit collection, research and exhibition institution and undertake the social mission of inheriting Chinese men's clothing culture. Zhou Shaoxiong, chairman of Septwolves, stated that “seven wolves, as a well-known menswear brand in China, should shoulder social responsibilities, better integrate cultural resources and use scientifically scientific resources, and make new contributions to the development of contemporary public cultural service systems and national education. We will inherit and carry forward the national culture.” Character is not a passive water, its content contains profound Chinese traditional culture. Therefore, with the opening of the Chinese Men's Museum, the character is inherited here.

The first men's museum in China built by Seven Wolfs

Zhou Shaoxiong, Chairman of the Seven-Wolf Company, said, “We sell more than just clothes, but also a way of life. The product behind is culture, fashion and art. At present, consumers’ pursuit of clothing has been upgraded from 'having' to 'having'. Excellent, and we must not only provide consumers with quality products, but also provide quality culture and lifestyle."

Under the guidance of this concept, in August 2012, Septwolves formally announced the upgrade of "Character Men's Clothing" and Li Chen, Feng Shaofeng, Sun Honglei, and Zhang Hanyu were used as spokespersons to launch the latest advertisements in CCTV, major airports across the country, and major magazines. sheet. The shocking appearance of the "Four Heavenly Kings" has made many people remember the seven wolf's latest slogans that "men are not only one-sided in character", but also makes the four spokesmen's character of struggle, elegance, responsibility, and perseverance deepened. People's heart. Since then, seven wolves sponsored Li Chen to participate in the Central Rally, together with Li Zhao Feng Shaofeng launched a limited edition star jacket and other events, not only to allow old customers to feel the brand's vitality of the seven wolves, but also attracted more and more attention and patronage of young consumers.

In August 2012, Septwolves launched a new spokesperson and launched a character menswear ad

In December 2012, the “Character Bachelor Award Ceremony” jointly held by Seven Wolves and Bazaar Men was held in Beijing. Several hundred elites from the performing arts, fashion, culture, sports and art circles, such as Zhang Jike and Liu Shilai, Yue Minjun, Bai Yansong, Ma Weidu, Chen Kexin, and Li Yapeng gathered together to witness the birth of "character and meritorious scholars" that have had a significant impact on society in the past year. At the same time, they also conveyed the spiritual character culture of Chinese men's struggle, grace, self-confidence, and responsibility. .

In December 2012, Seven wolves and Bazaar held the "Celebrity Awards Ceremony"

Terminals and new marketing improve together and convey character

While advancing the brand building, the seven wolves are not relaxed in terms of terminal management and development of new marketing models. On the one hand, Septwolves went through overseas projects through elite store managers to learn advanced overseas management experience, cooperated with institutions such as the China Youth Association, actively introduced high-end talents, and improved terminal services from the root of “people”;

On the other hand, in addition to traditional channel sales, it also vigorously conducted new marketing explorations, launched e-commerce platforms, and achieved encouraging results in online sales. According to the China E-Commerce Research Center, in the third quarter of 2012, the seven wolves brand ranked among the top five men's men's shirts in Taobao's menswear turnover with a turnover of more than 60 million. The pyramid-type distribution model set a model for menswear brands.

Calmly respond to and strengthen goals and continue the character

Thanks to this series of measures, the seven wolves have always been ranked first in the Chinese men's wear brand in the turbulent market environment, and have been ranked as China's most valuable brand by Hoogewerf and WPP, and their performance is also very eye-catching. Although he has achieved relatively good results, in the face of outside praise, Zhou Shaoxiong is very calm: "At present, our achievements have not been completely successful. We can only say that our road this year has been right and we have been affirmed. However, if we really want to take this path well, there is still a lot of work to be done, such as the experience of customers in the terminal, the standardization of the terminal dealer management system, and the unification of all brand concepts and product concepts."

"The road is long and long, and I will search for it." Perhaps, whether it is for seven wolves or all clothing companies, 2012 has already ended, but it does not mean that the crisis will also die. Competition continues. Who will be the king in the future? Everything is still unknown and it's up to you!