Seven Wolves: Stick To Single Brand Multi Series Strategy

After the initial stage of business development and the accumulation of funds and other resources, Chinese clothing enterprises often develop their brands outside the main brand to create new brands or new ones.

Seven wolves have chosen different roads. Until today, the seven wolves still adhere to the strategy of single brand and multi series. Chairman Zhou Shaoxiong firmly believes that this strategy is suitable for the seven wolves' "tailored" work.

The seven wolves brands now have six major product lines: red label, green label, blue label, children's wear, women's wear and Saint worth. They also have "golf products", "Polo products" and "World Cup products".

Stick to single brand

In the garment enterprises that were almost identical with the seven wolves, Li Lang has launched the "L2" outside the main brand, and Shanshan has launched the "S2", which aims to attract younger consumers in the city.

Zhou Shaoxiong explained that the establishment of the seven wolves has been 21 years, and whether the brand development is based on the single brand multi series or the multi brand parallel development problem, it is definitely not the result of patting the head. In advance, a detailed market research has been conducted. The results of the survey show that the market's recognition of the seven wolves should exceed that of the competitors. This is the advantage of the seven wolves. Other brands should enter the new market and attract new consumers. Because the main brand's influence is limited, the attraction of the main brand is not strong, but the main brands of the seven wolves are strong. When entering the new market, the main brand will enable consumers to accept the new products faster.

In addition to considering the influence of the main brand, Zhou Shaoxiong believes that the brand DNA of the seven wolves is also suitable for developing a series of products under a single brand.

The seven wolves were co founded by Zhou Shaoxiong and a number of entrepreneurial partners. At the beginning of the brand creation, they naturally had the meaning of "teamwork". Integration is one of the characteristics of the "seven wolves" brand.

Zhou Shaoxiong said that the red label product of the seven wolves is a classic business.

After more than 30 years of reform and opening up, men's clothing has become increasingly fragmented. Business, sports, leisure and other occasions require different dresses. The seven wolves' single brand multi series strategy is to provide men with as many diverse choices as possible and suitable for consumers in various occasions. Zhou Shaoxiong said that the wolf culture of the seven wolves brand, that is, the spirit of enterprising, can integrate different types of products into a single brand of "seven wolves".

Zhou Shaoxiong pointed out that children's clothing and women's wear products were also included in the "seven wolves" brand. The reason is that in some ways, children and women are inseparable parts of the male world. When the general enterprises enter children's clothing and women's clothing, they will use the new brand to show the difference, but the seven wolves do children's wear and women's clothing products in order to match men's clothing and form a whole living environment atmosphere. Therefore, children's clothing and women's clothing do not bear the main source of income contribution of the seven wolves. The black label and the green label are the main force of the seven wolves single brand multi series.

Aim at 10 billion

Zhou Shaoxiong insists that the confidence of multiple brands of single brand is still in existence. Some pnational famous brands such as BOSS, POLO and Ralph Lauren have adopted similar manipulations. Zhou Shaoxiong said that the annual sales volume of some multinational brands has reached 5 billion ~100 billion dollars, and the seven wolves are still only about 3 billion yuan per year, and the future development prospect is still very broad.

Several successful event marketing proved the effectiveness of the seven wolves' brand development strategy.

The seven wolves once sponsored the Royal Madrid football team to visit China for the two time. With the help of the star players, the seven wolves emphasized the spirit of team spirit. They also sponsored racing and horse racing to reflect the spirit of men's courage, struggle and challenge, and to show men's new aspects.

The seven wolves now have more than 3000 workers, including 50 design teams who operate or franchise more than 3500 stores nationwide.

In 2010, the seven wolves took the "Fashion Life Club" and "Mingshi Tang strategy" as the main axis. By sponsoring outdoor competitions, sailing, golf and other high-end events, the match between the seven wolf brands and the high-end events and lifestyles was improved, meeting the continuous spiritual needs of the target customers and raising the brand image of the seven wolves. Through celebrity endorsement and celebrity participation, more and more stars recognized by the target customers wore seven wolves clothes to represent seven wolves, enhance the brand reliability of the seven wolves, and enhance the brand culture connotation of the seven wolves by enhancing cooperation with famous universities such as Peking University, so as to enhance the brand added value and recognition.

Zhou Shaoxiong said that the seven wolves are currently single brand and multi series.