Seven Wolves Reverse Operation Began To Take The Road Of Acting As An International Luxury Brand.

Since the 2008 financial crisis, most international

It is in this case that they already own their own brands.

In March 29th, the seven wolves announced the official purchase of Hangzhou Kenna Garments Co., Ltd. at the fair.

The company has the agency rights of top clothing brands Connally (Canali), Versace (Versace Collection) and famous jewellery brand George Georg (Jasmine).

Meanwhile, Zhou Shaoxiong (micro-blog) confirmed that the listed company of seven wolves paid 70 million yuan for the purchase price.

Some international brands expect to find the agent in China to open up the Chinese market. Therefore, the number of international brands in the domestic textile enterprises is very large, and a large number of market share has been obtained.

Seven wolves "planting trees" luxury brands "cool"

Since 2010, the "breakup" trend between brands and agents has intensified. Some luxury brands such as LV and Hermes have begun acquiring property in Chinese cities and involved in commercial real estate.

As a result, Chinese agents who made great contributions to the development of luxury brands in those days seemed to be a burden. In order to control profits, international luxury brands tried to reduce agency links and withdraw agency rights.

For the international brand recall agent, Zhou Shaoxiong, chairman of the seven wolves also said that the international brand recall agent is the biggest risk of the seven wolves business.

Zhou Shaoxiong said that in the international brand, only a few companies have to recover their agents because of their own business structure, and the ability to operate directly is strong. However, most companies feel that the cost of sending them to China is too high and they do not understand the Chinese market. They need agents in China.

As the saying goes, "no profit can't rise early."

In fact, the fundamental reason for the massive "solo" of luxury brands comes from profits.

The latest "2009 China luxury report" shows that as of January 2009, China's total consumption of luxury goods accounted for 25% of the world's total, reaching 8 billion 600 million dollars, the first time to surpass the US, becoming the world's second largest luxury consumer after Japan.

Under such a tempting situation, 80% of the world's most famous luxury brands have entered the Chinese market.

Zhou Shaoxiong does not seem to care much about international brand recall. He said, "the key is whether you can create value for these brands, and how your management is. There will be new brands coming out of brands, and I would like to believe this."

In fact, there are agents who share the same idea with Zhou Shaoxiong.

When the previous brand contract is not over yet, seek cooperation with other new brands.

But this way is like drinking poison to quench thirst. Under the tide, the real strength of the international brand will end up alone, and the weaker brands will have to let the agent take the agency, but the market competitiveness of such a brand will obviously drop.

The practice of such agents worries the industry that China will lose the right to speak in luxury brands as more and more international luxury brands enter.

There is no special advantage for luxury brands to invest in big profits.

Most of the agents said they had invested too much in the break up lawsuit between agents and international luxury brands.

The seven wolves also take this level into consideration.

Zhou Shaoxiong said that luxury agents need a lot of cash in the early stage.

And the opening of such stores requires precision and will not expand as quickly as the popular clothing brand.

A senior member of the luxury industry said that the agency's right to obtain a brand is to set up a store. The cost of only one purchase is often as high as several million yuan. At the same time, the agent also needs to pay daily rental expenses, such as store rents and staff salaries. The high input makes the agents cautious in dealing with the opening shop, which restricts the further expansion of luxury brands.

Zhang Jianmin, general manager of Hangzhou Kenna, said in a media interview that in general, the profit margin of luxury agency industry in China is more than ten percent, and "different brands are slightly different".

As a matter of fact, this has no special advantage compared with the main clothing industry of the seven wolves.

2010 annual report shows that seven wolf main business gross margin increased to 42.85%.

But Zhou Shaoxiong is very optimistic about the profit prospects of the luxury market.

Data show that as of December 31, 2010, Kenna apparel business income of 66 million 370 thousand yuan, net profit of 7 million 840 thousand yuan.

Zhou Shaoxiong said that Kenna's development last year is very good. Now we need to strengthen the management of cash flow.

If we cultivate successfully, we believe there will be an outbreak.

Zhang Jianmin, general manager of Hangzhou Kenna, said that the number of Canali outlets will expand from 15 to 18 this year, while Versace's top clothing stores will grow from 11 stores to 4.

Acting route is afraid to hurt its own brand

China's textile enterprises have obtained high industrial added value through the agency of international brands, and have also learned the means of production and sales of foreign brands, thus promoting the self brand building of Chinese textile enterprises.

By 2010, seven wolves had set up 20th anniversary.

In the past 20 years, the company has been committed to the brand building and management of casual men's "seven wolves". It has gradually developed from a small town in the border town to a leading brand clothing operator in China.

It can be said that it already has the foundation and strength of the development of its own brand.

Through agency, we will have the opportunity to learn the means of production and sales of international brands.

But speaking from the public speaking of Zhou Shaoxiong, chairman of the seven wolves, it seems that they prefer the route of traditional agents.

It is true that China is still at a blank stage in the field of luxury brands, but it does not mean that China will not enter the field of luxury brands in the future.

If Chinese enterprises themselves do not go to this field, instead, they will seize the market for foreign brands to seize the Chinese market. This will undoubtedly create obstacles for future Chinese enterprises to develop at a higher level.

We hope that the seven wolves can continue to upgrade themselves as the main target by acting as an international brand, focusing on learning international advanced design and technology concepts, stepping onto the stage of international apparel and developing into a luxury brand in China.