Seven Days Brand Growth

Every September, with New York Latest fashion In London, Milan and Paris, marathon fashion shows and grand fashion parties began. Chanel, Pierre Cardin, Armani, Versace, named by the founder of the brand, in the time of precipitation and the years of baptism, generation to continue, gestation of the classic brand cultural connotation, making clothing as a symbol of identity and taste. In the short week of New York fashion week, the direct benefit to New York is as high as 1 billion 600 million US dollars, and the potential effect has spread to more than 800 fashion companies in New York.

Accustomed to the design of international designers, I am tired of listening to the international giants in the field of clothing. What about the development of Chinese local designers and brands? Textile and clothing, a card that once represented the development of China's light industry, has fallen into the bottleneck of the whole industry in recent years. At present, China's textile exports account for 1/5 of the world's total, but most of these exports are concentrated in the processing sector, earning the most marginal profit in the entire industrial chain. In recent years, domestic labor costs have risen, and India, Vietnam, Burma and other countries cut the labor cost of even lower labor costs, stirring up the profit pattern of the whole industry, forcing the domestic industry to start transforming their management ideas.

In recent years, there are Chinese Americans. Designer On the international stage, there are many famous Chinese fashion designers such as Guo Pei, Luo Zheng and Wu Haiyan. But more people are forced to find another way out in the fierce market. Designer brand is also a sharp corner in China.

In Keqiao, Shaoxing, Zhejiang, where China's textile industry is gathered, it is also the fiercest part of the industry. Zhang Long Jiang But with a keen sense of the market, we perceive the arrival of personalized era and the demand for designer brand. He bought the Seven Days, began to lead the enterprise to take advantage of the transformation, completed the jump from the production fabric to the brand operation, and gathered a group of designer brand with rich brand culture and design connotation.

In the process of "made in China" to transform and personalize consumption, many private capital originally started to seek transformation in the traditional textile material industry. Zhang Longjiang is one of them. In 2009, he bought Hongkong Seven Days brand in one fell swoop, and combined it with the traditional raw materials business to create an experimental field between high-end luxury brands and single brand mass consumption.

Designer brand is very small in his eyes, but it is closely related to China's development track. In the 30 years since China's reform and opening up, it has been less than a decade since its full display of its personality and talent, so the designer brand is now a group of talented but not accepted by the market. Market acceptance does not necessarily mean poor products. In Zhang Longjiang's view, this is also because the channel does not provide enough opportunities to make a great distance between designers and consumers.

Zhang Longjiang's Seven Days is an incubator, of course, will become a bridge through Seven Days to communicate with designers, brands and consumers, as well as investors. In the process of product marketing, Seven Days attaches great importance to whether the brand itself can be accepted by consumers, whether the design is complete or not, and the long-term stability of product quality. Meanwhile, it also has a good understanding of the designer's ability. On this basis, Seven Days will also give investors very professional advice. The injection of capital will give more support to designer brand. In their future development process, especially the completion of the first stage of incubation needs rapid growth stage, it will be of great help.

Speaking of future development, Zhang said that Seven Days will continue to expand in the physical store at this stage. The second and second tier cities are the key choices, including the big cities in the world. At present, Seven Days is in the process of site selection in Florence, and it should be opened in the near future. Other Paris and Tokyo will also become the choice of Seven Days, and these stores will become the stepping stone for Chinese designer brands to go out.

At the same time, Seven Days is also implementing the strategy of importing, bringing overseas excellent designers who are still ahead of the Chinese consumers, but really very accomplished designer brands, so that Chinese consumers can feel the culture of some overseas designer brands. Through the strategy of going out and importing, Zhang Longjiang hopes that Seven Days can incubate the Chinese designer brand and build a whole industry chain to help them grow through the form of physical stores and e-commerce. This is the mission of Seven Days.