Brand And Culture Determine The Market Width Of Garment Enterprises.

Fujian Seven wolves Industrial Limited by Share Ltd was awarded the "China enterprise social responsibility list outstanding enterprise award" at the 2010 CSR summit in China. Zhou Shaoxiong believes that corporate social responsibility includes two perspectives, one is internal and external, the other is to create value continuously for society, and the other is to innovate in technology, save energy and help employees achieve maximum value.

As the leader of Fujian seven wolf industrial Limited by Share Ltd and China Garment industry Zhou Shaoxiong, a leading figure, has a deep understanding of the clothing industry. With the courage of challenge and constant innovation, he created seven wolves one after another. In his own way, Zhou Shaoxiong has built a clothing brand that has been keeping the market share for the first time in 11 years.

The success of the market has witnessed Zhou Shaoxiong's unique views on the clothing industry and the market, and his understanding of corporate social responsibility is also different. "Our brand must be able to guide consumers to establish the correct values and assume their due social responsibilities. Specifically, the brand planning of the seven wolves must elaborate on ideas and values. For example, our slogan "men are more than one side" is to convey the idea that a good man should not only know how to fight, but also understand family harmony. He should know how to do business and how to experience life.

　　 Transferring social responsibility with brand

During the interview, Zhou Shaoxiong stressed to reporters: "today's clothing enterprises market The battle is brand war and cultural game. In order to achieve considerable development, clothing enterprises must take culture and brand building as the strategic support and traction for business development. Brand building can not only give the personality and soul of the product, but also gain the loyalty of consumers.

One day before the interview, Zhou Shaoxiong just attended the seven wolves international designer series Saint worth's 2011/2012 autumn winter series held in the 798 Art District of Beijing, and the conference was a great success. In March 28th, at the conference of China Business Information Center, the seven wolves again won the first honor of the market share of jacket. This is the 11 consecutive champion of the seven wolf jacket in the national market rankings. Only one day, that is, in March 29th, with 11 consecutive years of market share of the first east wind, Zhou Shaoxiong proudly announced on his micro-blog: in the China International Clothing Fair, the seven wolves announced the formal acquisition of Hangzhou Kenna Clothing Co., Ltd. Hangzhou Kenna apparel Co., Ltd. is mainly engaged in the agency business of Italy famous brand Canali and Versace Collection (Versace) in mainland China. The seven wolves have opened a new chapter in building an international brand agency platform.

Zhou Shaoxiong's pride in the seven wolves brand not only comes from the gradual rise of market share, but also the impression that the seven wolves left to consumers is a responsible and daring enterprise. When the society is facing major disasters or needs to contribute, the seven wolves are brave enough to stand up. "When a major disaster or emergency happens, many people want to see the enterprise stand out, no matter how much you exert, it is a manifestation of responsibility to the society. It doesn't matter how much you do, at least for the first time, you can stand up and take action. Good companies should take the lead in this area, and then use your influence to influence more people to participate. In recent years, the seven wolves have been actively involved in various public welfare activities. In 2010 alone, seven wolves carried out a series of public welfare activities, such as participating in flood rescue in Fujian, participating in flood rescue in Hainan, joining Maradona in the warmth of China, and contributing 20 million yuan to the youth entrepreneurship foundation of the Youth League, which was used to support and promote youth entrepreneurship and employment. We donated snow disaster area, donation hope project, and Peking University news research center to create the "seven wolf culture development fund" to give generously to education and philanthropy. The seven wolves use practical action to shape a good corporate image of social responsibility.

In Zhou Shaoxiong's view, corporate social responsibility is an important reason for the seven wolves to be recognized by consumers. It is also the internal driving force for its sustainable development. "To be a respected society and make a brand recognized by the world, entrepreneurs and enterprises themselves contribute to the society is an important consideration."

On the other hand, as a clothing brand, the seven wolves also combine their own industry and enterprise characteristics to fulfill corporate social responsibility. Zhou Shaoxiong believes that the core of the seven wolves clothing brand is to lead a healthier, better way of life and attitude towards life, and to lead a fashion through brand is also a form of corporate social responsibility behavior. For example, people now pay more attention to environmental protection and low carbon lifestyle. If upstream fabric manufacturers have problems with material testing, they can not become partners.

Zhou Shaoxiong said, "there are specialized testing departments inside the seven wolves. From clothing design, material selection and operation, we should be environmentally friendly. Second, people's cultural psychology is changing. From the simple pursuit of luxury to the more practical, or more concise, people pay more attention to texture and comfort. It may have to add a lot of decoration, and now we are pursuing more natural and simple way of life. "Seven wolves" is to convey this healthier lifestyle through their own brands. I think this is also an important aspect of fulfilling social responsibility.

　　 Social responsibility into daily operation

In Zhou Shaoxiong's view, the concept of corporate social responsibility is very broad. It includes not only the donation and assistance to the disadvantaged groups in various ways, but also the success of providing customers with satisfactory products and services through their own success, seeking benefits for their employees, and making efforts to improve the environment. "To do well in products is to fulfill their social responsibilities. The product created can truly serve the public. This enterprise is a company with social responsibility. In this sense, many entrepreneurs are carrying out corporate social responsibility every day. He believes that solving the problem of employment for the society, creating value for the society, paying attention to environmental protection and not destroying the environment, "do not do evil" are all aspects of corporate social responsibility.

"We need to think about a problem, not to say how much money you have donated, how much charity you have done, you have fulfilled many social responsibilities. For entrepreneurs, the key lies in what kind of ideas you use to run your business and turn it into a respectable and respectable business organization. For example, apple, can it be said that it is not fulfilling its social responsibilities? In the manufacturing process, it solves the problem of how many people are employed, and how many people provide valuable products, which are fulfilling their social responsibilities. The enterprise itself has fulfilled many social responsibilities in its operation.

According to Zhou Shaoxiong, the seven wolves advocate happy work and happy life and encourage employees to take work as a part of life. In the seven wolves, they will spend a lot of energy on the construction of corporate culture, so that employees will not regard corporate culture as a virtual concept, but through mature, institutionalized training and learning mechanism, let them realize their inseparable relationship between growth and enterprise development. "First of all, let employees understand the meaning of work. They are working together to create a career with shared vision and expectation. If you don't have a dream, you will be wasting your time and life every day.

Zhou Shaoxiong believes that the seven wolves have integrated corporate social responsibility into the daily operation of enterprises, in addition to providing high quality products to consumers, but also affecting consumers in terms of values. As he said in micro-blog, passion is irresistible. If you really care about life, those things that make you burn up will never leave you. Your mind is attracted by these ideals, hopes and possibilities, and you are willing to devote your time and energy to it. Nothing else, because your heart has gone with it.

Reporter: Fujian seven wolf industrial Limited by Share Ltd was awarded the "China enterprise social responsibility list outstanding enterprise award" at the 2010 CSR summit jointly organized by Xinhua news and information center and Xinhua net. As an enterprise leader, how do you understand corporate social responsibility?

Zhou Shaoxiong: I think corporate social responsibility includes two perspectives, external and internal. From an external point of view, the seven wolves have been more concerned about philanthropy. For example, in 2010, we donated 20 million yuan to the youth entrepreneurship and employment foundation of the Youth League in order to further support and promote youth entrepreneurship and employment. Secondly, combined with the industry, we are working hard to do some environmental protection things. Third, in the face of major disasters, we made the first response. We donated snow disaster areas, donated earthquake stricken areas, donated hope projects, and collaborating with Peking University press research center to create the "seven wolf culture development fund" to contribute to education and philanthropy.

From an internal point of view, the clothing industry of seven wolves is concerned with whether clothes made by enterprises are using environmentally-friendly materials. Whether the production process is following low carbon emission reduction is also an important manifestation of social responsibility. In the seven wolves, we pay attention to the efficiency of the products in the process of operation, to maximize energy conservation and reduce pollution.

Secondly, from the spiritual level, how to establish the core values of enterprises, including how to make employees realize their greatest value, is also the social responsibility of enterprises. What is the ultimate goal of enterprises in order to make money or for what? I think enterprises are not just for making money, but making money is a phased task. First, the existence of enterprises can create value and create interests for your customers and society as a whole, so that enterprises can survive. {page_break}

　 Reporter: what is the original intention of your donation to China Youth Entrepreneurship and employment foundation?

Zhou Shaoxiong: over the years, I have had more contacts with young people. I can say that the seven wolves have been very concerned about college students' employment and youth entrepreneurship projects. I personally encourage young people to start their own businesses, hoping to help young entrepreneurs with their own and business strength. They are very energetic, aggressive and courageous, but lack of money and experience. These two points are exactly what we have. We can provide experience to help them succeed in business and enable more people to achieve employment or entrepreneurship.

The venture capital that young people get is donated entirely. The seven wolves do public welfare activities and do not seek repayment. When entrepreneurs need tutors or learn related management, seven wolves can provide corresponding mentors and learning opportunities. We also consider the establishment of relevant institutions within the enterprise in the future to manage the project more systematically, so as to carry out the public welfare undertakings in a more sustainable and institutionalized way.

　 Reporter: from the inside point of view, what specific measures do wolves have for their career planning and growth?

Zhou Shaoxiong: from the perspective of management needs or from the sustainable development of enterprises, training for employees is very necessary. Employee growth is one of the most important parts of an enterprise's growth. The seven wolves are spared no effort to invest in staff training. We have a department called training and development department specialized and systematic in this work. For each employee, there will be corresponding training, which has formed a system in the company.

In addition, we will provide employees with a platform for entrepreneurship. For example, we have policies to encourage employees to be managers, so that employees can be regarded as entrepreneurs. If employees want to start their own business, the seven wolves will also provide Storefront for him to practice. If they find out that their employees have the characteristics of the market and dare to start their own businesses through internship, they will make investments for him, such as opening a branch store and opening a branch office. We can also find investment institutions to invest in entrepreneurial staff. If employees have such dreams and confidence, the company will have a complete set of corresponding training system. Now we have many successful cases of employee entrepreneurship.

　 Reporter: what measures do the seven wolves have in environmental protection?

Zhou Shaoxiong: Although the development of materials is not the profession of seven wolves, we should set forth our unique ideas from the angle of enterprises and society so as to adapt to the future development of enterprises and society. The soul of clothing is design, and design must first have design concept. The concept of seven wolves is a healthy, beautiful and simple way of life, so we need to use environmentally friendly fabrics. At this point, the seven wolves have a series of norms and standards. If they fail to meet the requirements, they will not be eligible to become our partners. Inside the seven wolves, there are specialized departments to test the fabric of the partners, and the seven wolves have the industry leading standards inside.

　　 Reporter: is there any conflict between fulfilling social responsibilities and obtaining commercial interests? Does social responsibility burden enterprises?

Zhou Shaoxiong: I think that enterprises should fulfill their social responsibilities first within their own limits. Social responsibility does not need to be forced to do. This is a spontaneous behavior of enterprises. The public welfare activities and philanthropic acts of enterprises should do their best. I still emphasize that what enterprises do can create value for society, that is, fulfilling social responsibility. This is my philosophy.

　　 Interviewer: how do you understand business ethics?

Zhou Shaoxiong: a very important issue in business ethics is honesty. The corporate culture of the seven wolves is integrity. We must be honest with consumers and competitors. Competition among industries should be open competition. And I think the most important thing in business ethics is to be good at yourself. With this basic standard, we have been constantly measuring whether we are doing it in this way.

　　 Reporter: what is the value of the seven wolves as the leader of the clothing industry? What is the form of the brand?

Zhou Shaoxiong: with the rapid changes of the whole society in recent years, we have been thinking about the contribution of the wolves and the clothing industry to the society in the future. What is the motive force of our sustainable operation? What we are doing is just to make money? What should our enterprises create for them? So how to improve the added value of the brand is an important issue for the enterprises to think about.

As a clothing brand, the primary task is to tell consumers what is beauty, create a better life and introduce a good way of life. Many people do not know much about fashion. They think that the clothing industry is to open factories and make clothes. The seven wolves have actually gone through such a stage. Opening factories is only the initial stage. Now they are doing the market, studying the trend of fashion, and making everyone dress up more beautiful. Where does the fashion trend come from? It must come from the way of life in the future, and I hope to advocate a good way of life, which will be displayed through clothing, actually expressing a cultural psychology.

In the process of brand promotion, it is necessary to convey values through advertising and promotion activities. The seven wolves have their own corporate mission. They can be summed up in two sentences: one is to spread the classics with fashion, and to extend the classics to the values that we all share. The second sentence is to let the brand inspire life. To make others recognize the brand of the seven wolves and become loyal users, we must use a kind of values that encourage people's life, people's values and the direction of their development to influence consumers.