How Do The Seven Wolves Make The Clothing Brand With "Soul"?

" clothing There is no soul, we have to do the brand that embodies life style and values, and our products have souls. "Zhou Shaoxiong, chairman of the seven wolf industrial Limited by Share Ltd, explains the new brand culture innovation of the enterprise.

In 2010, the development environment of China's garment industry is complex and changeable. The seven wolves, whose products are mainly domestic, although they have avoided the cusp of the international financial crisis, they have to face the high inflation pressure in China. In the critical period of transformation in China's garment industry, a group of fashion blockbusters and a series of TVC released by the seven wolves have attracted the attention of the industry. The 5 domestic frontline stars express the brand new cultural connotation of "men are more than one side" by deducing mature, elegant and open-minded men's demeanor.

Under inflation pressure, China's garment industry will enter the era of restructuring.

Faced with the impact of the international financial crisis, the seven wolves were not affected, but sales increased significantly. But now that domestic CPI and PPI are rising, production costs of raw materials, rents and labor are rising. Is there any pressure on the seven wolves? Will it drive the price of clothing up? Does this mean a new round of reshuffle in the industry?

Zhou Shaoxiong: now we feel the inflationary pressure obviously, but this is industrial. The rise in cotton prices this year has led to an increase in production costs. Before labor costs rise, it can also be digested in other ways. Now the raw material has gone up too much, which has led to the upward trend of clothing prices. For us, this may be a new round of opportunities. Business turnover has been pushed up, but it is hard to say whether profits can be raised simultaneously. If the price is pushed up, will the consumer's ability to bear down? It depends on how strong the pricing power is. We pay more attention to the diversification of the brand, so the price space will be relatively large, many of our customers have high loyalty to the brand, and the price sensitivity is relatively low when we buy them.

China's garment manufacturing industry is facing great challenges. Many enterprises are upgrading their value-added products. How do you view the transformation of China's garment industry by increasing design elements and enhancing competitiveness?

Zhou Shaoxiong: after the financial crisis in 2008, the whole market was changing, and the world economic problems aggravated the restructuring of the domestic market. The upstream enterprises such as fiber and cotton have made a lot of money this year. The push of capital power has made many enterprises obtain venture capital, which makes more entrepreneurs enter the market. This is a restructured era, with many uncertainties. But the most important point is to have a close relationship with consumers' experience and feelings. This depends on whether the core of the business is well managed, and whether they can find and create consumer demand in time. In addition, with the development of technology, new marketing modes such as mobile phones, Internet and Internet of things will emerge and enterprises will keep up with the times, otherwise they will lose the market.

Since 2008, you have been advocating brand promotion and enterprise transformation. What is your greatest satisfaction in this process? What is the most dissatisfied?

Zhou Shaoxiong: what is most satisfactory is that the company's terminal operation system has been transformed. Originally, it was driven by the spirit of personal struggle to promote the development of enterprises. Now we have built a team driven mechanism, and digitalization and information system construction has entered the application stage, and at the same time, more professionals have been introduced.

What's more unsatisfactory is that the terminal execution has not yet achieved the expectation. The performance of the current terminal can not fully show the strength and competition idea of the enterprise itself, so the project terminal needs to be completed and upgraded as soon as possible next year. We hope that the terminal can fully display the product line and first-class service quality, and realize the upgrading and maintenance of brand image. The original terminal agents operated separately, lacked the strategic understanding of the enterprises. Now we need to classify and plan the distributors and train them together, so we can really carry out the brand experience work. {page_break}

　　 The exploding development of online shopping boosts the trend of e-commerce

The rise of clothing prices has directly promoted the transformation of business form, and the most prominent one is the explosive growth of online shopping. With the rapid development of e-commerce, how will wolves use the network platform for brand building and product marketing?

Zhou Shaoxiong: the rapid development of the Internet has attracted everyone's attention. From the perspective of commercial channels, e-commerce will become more and more important as an important part of it. Many young people are inclined to purchase online and bring about changes in their lifestyles, making the enterprises not only pay attention to traditional marketing but also pay attention to the new distribution mode brought by the network platform in the future operation. From the perspective of communication channels, the propaganda of the brand to the enterprise is unmatched by other media, and consumers Click to enter the enterprise website to see the full range of information of the enterprise brand. For our enterprises that focus on brand culture construction, we hope that the brand will have connotations, and publicity activities can run through our values. Obviously, the network platform is one of the tasks that we should strengthen. This is no longer a trend problem, but a question of the stage of enterprise development and application.

When did you realize that seven wolves must take the initiative to participate in the trend of e-commerce?

Zhou Shaoxiong: we have been paying attention to e-commerce since 2005, but we have been afraid to participate. Because at that time, people knew the concept of "cheap goods" for selling products online, and we were afraid that the brand would be affected by this concept. The financial crisis in 2008 highlighted the advantages of e-commerce. We realized that we must take the initiative to intervene in this platform. With the maturity of people's consumption concept, consumers not only pay attention to prices, but also focus on brand names. Consumers are willing to buy brands if they are trustworthy brands. At the same time, the management level of e-business platform is improving. They will cooperate with the brand management to standardize e-commerce market.

Now there are so many fake products on the Internet. The seven wolves once played a brand in 90s because of counterfeiting. Now that the online fake products are in flood, will the seven wolves take a new round of crackdown?

Zhou Shaoxiong: after we entered the field of electronic commerce, the first problem we encountered was the competition between fake and abnormal channel sources and authorized distributors. In the past two years, through cooperation with Taobao, we have greatly reduced the prevalence of fake Internet products and effectively standardized the management system of network distributors.

According to the financial report, the sales revenue of the seven wolves last year is about 3 million 900 thousand yuan in e-commerce. This year there may be a big improvement. What kind of investment have you made in this two years?

Zhou Shaoxiong: we have invested funds since last year, mainly in the background construction, such as logistics and distribution system. We will also build an official website platform, providing professional personalized service and experiential collocation according to the product characteristics. We need to have a database system to support logistics, distribution and other services, which requires a very good inspection system, especially when the traffic concentration is concentrated, we need to package and send the goods quickly.

How do you balance the two different channel relationships between online sales and offline sales? In fact, in the past, you spent a lot of resources on offline channels.

Zhou Shaoxiong: what we need to do is how to reduce the gap between the two price systems. Although there are overlaps between online and offline consumers, there is still a certain difference between them. Therefore, we must adopt gradual integration and the future must be integrated. There are many categories of products that can be displayed on the line, and the size of stores is restricted under the line. The cost determines the expansion speed of physical stores. Online content can become a support for offline services in the future, and online sites can provide service sites, enabling online and offline sharing of interests.

We should do the clothing brand with the spirit of the Chinese age.

Apart from doing men's wear, the seven wolves also involve leather goods, knitting, cigarettes, wine and so on. Can you tell us about your diversification?

Zhou Shaoxiong: the seven wolves have brand extension, and then made the industry. For example, the seven wolf wolf cigarettes developed into one of the mainstream brands of Fujian tobacco. The seven wolves are based on clothing, so we are very concerned about the development of the garment industry. The extension of other fields is further tightened and standardized. Now it is under the management system of the joint stock company. In the future, we will still be the main men's wear series. Now the clothing needs of consumers are diversified. We need different costumes to express different characteristics on different occasions. The seven wolves represent the men's wear brand. By introducing different products to meet the needs of consumers in the new life form, this is our first core thing. Other things that violate these principles will be combed and adjusted.

We want to be a representative brand with the spirit of the Chinese age. From the start of business, the brand spirit we propagate is the spirit of struggle and the spirit of the wolf. This is in line with the spirit of the times at the beginning of reform and opening up. With the development of the economy, we constantly integrate into the brand advertisement the cognition of values, that is, how to make an excellent man from inside to outside. We are not just making clothes. Clothing is without soul. We must pursue the pursuit of life and pursuit of values, so that our products and brands will have souls.

The seven wolves have wide popularity in the two or three tier cities, and how will you build our national brand in the first tier cities facing the impact of foreign brands?

Zhou Shaoxiong: in the first tier cities, we have encountered more and more international brand involvement. We will balance the operation strategy and make the first tier cities become our important market, because the consumption power of the first tier cities is relatively strong. Therefore, we opened some flagship stores at the right time, and vigorously developed community stores. Practice has proved that our community store development is very effective because of convenience and high brand awareness. The real problem is that the rental of the shops is very high now, and it is difficult to find the right place. We need to take this into account when we define the financial plan.

The new season TVC of the seven wolves has attracted the attention of the fashion industry. Why would they choose to speak for the five men?

Zhou Shaoxiong: we initially wanted to find foreigner endorsements, but later found that with the rise of the cultural industry, Chinese people's cultural self-confidence and influence were enhanced. The popularity of TV dramas drew Chinese celebrities more attention, and the values were easy to get consumers' approval. Domestic actors distribute the spiritual value that we want to propagate from the heart through performance, and create a new lifestyle and fashion trend through the establishment of Mingshi hall. Our filming TVC also hopes to enrich our brand idea through the interpretation of celebrities, the experience of different life scenes and the transmission of their own image characteristics.