Enterprise Case: Seven Wolves: The Development Of "Wolf Sex" Thinking

If you give the industry a riddle, the entrepreneurs of Fujian style clothing are often called "wolf kings" because of the brand they created.

And the overwhelming majority

The story is similar to that, Zhou Shaoxiong started early in the business to start the business of fashion, the main line of men's clothing.

In the past 20 years, we have been shopping in the mall.

And the market environment he faced has also undergone tremendous changes. Over 20 years ago, due to the low raw materials and labor force, China quickly became the world's garment manufacturing center. People focused on products more than brand names, and clothing enterprises competed vigorously. Over the past 20 years, the new rich class appeared in large numbers, consumers began to attach importance to quality of life, and brand became the key.

At the same time, after decades of development, the industry has entered a period of weakness, resulting in higher labor costs, overcapacity and homogenization.

Especially since the beginning of October 2011, the situation of China's clothing market has changed abrupt. Many garment enterprises have been stagnated in sales, and their stocks have surged.

Among them, sports brand is the most serious.

People exclaimed: China's clothing industry has entered "cold winter".

An industry insider who declined to be named told reporters: "the money of the former clothing companies is too good to make money. We should make good products, play TV advertisements, find a few stars to do endorsements, find a good dealer, and then we can collect money on the spot.

Now this situation is gone forever. "

On the backdrop of slowing growth in China's clothing consumption, the seven wolves are heading against the trend.

It shows that in 2011, the net profit of the seven wolves was 410 million yuan, which increased by 46% compared to the same period in 2011. The growth rate was 7 percentage points higher than that in 2010.

In October 2012, the seven wolves released the annual report results, with a net profit of 536 million yuan to 618 million 460 thousand yuan, with an increase of 30% to 50%.

How does the seven wolves cope with the "cold" situation?

"2012 is the end of a brand's old business model.

Previously, most clothing brands attached importance to business models and channel models. Although they also made brands, they tended to focus on "business" rather than "brand".

These paintings ended on 2012. "

In an exclusive interview with reporters, Zhou Shaoxiong said so.

"In the industry generally low-key 2012, seven wolves have not reduced their investment in marketing and brand promotion, the overall level is flat with 2011."

Behind the counter performance of the seven wolves, Zhou Shaoxiong realized the problems faced by Chinese clothing enterprises early and began to make a careful attempt to break through the brand.

In December 2012, on the first annual award ceremony of the star of character and fame, Chyi Chin and Fan Bingbing, Zhou Shaoxiong told reporters the "wolf" thinking in "cold".

"

Behind

One change is: in 2011 and 2012, Zhou Shaoxiong appeared in China's entertainment circle and fashion circle in his "seven wolves (expanding location information)", and Sina and Wang Zhonglei brothers, as well as Huang Xiaoming, Li Bingbing and other entertainment stars were concerned with each other on its certified Sina micro-blog.

Zhou Shaoxiong explained: "we must ensure that the influence of seven wolves in the high-end crowd must be interacted with this crowd and occupy some discourse power through brand pformation."

In March 2012, seven wolves held hands with Huayi Brothers, launched the high-end custom series and released them at the China International Fashion week. In April 2012, they joined the Chinese directors association to participate in the annual commendation and selection activities. The directors were dressed in seven wolf wolves for advanced activities. In July 2012, the seven wolves announced the upgrading of "men's clothing". They invited William Feng and Li Chen as spokesmen, and Zhang Hanyu and Honglei Sun together to publicize the brand connotation of "men are more than one character consistent".

While promoting brand upgrading, the seven wolves also continue to exert their strength in product upgrading.

At present, the seven wolves include black label, red label, green label, blue label, children's wear, women's wear and Saint worth's seven products.

Zhou Shaoxiong said that for Saint worth's high-end brand of "golden tower", the seven wolves are "dormant" waiting for a better time to strike.

These actions have aroused some doubts: how much profit can be made by advanced customization? Is it appropriate to do this "burning money" in cold winter? The fashion circle is far from the brand positioning of the seven wolves.

In the face of doubt, Zhou Shaoxiong thought more deeply and answered the reporter's question quite frankly.

"We have always insisted on providing the most cost-effective brands for Chinese men.

This is our cornerstone and has never wavered. "

"What is the highest cost performance? First, the brand must have a high-end world outlook, closely integrated with the mainstream culture; second, product design and other quality elements are in line with the trend of the world; third, it is in line with the changes in the income of Chinese consumer groups.

This is the Chinese clothing brand should have some space.

For example, he said: "compared to foreign clothing priced at 10000 yuan, the quality of local made products is exactly the same, and the sensitivity and design elements of products are not lost to them. The price is only 3000 yuan.

How much do you think we Chinese need together? "

"Clothing brand (as long as it is not a popular brand for students") must give consumers high-end image creation, to bring people a concept and a new way of thinking.

Therefore, in brand promotion, we must have a high level of thinking mode, so that consumers will agree.

Then they choose the right clothes according to their brand performance and their income level.

"Therefore, we believe that the brand must show its thinking ability, planning ability and influence in the high-end cultural position."

Zhou Shaoxiong said, "our goal is: first, we must constantly break through the business performance; the second is to make the seven wolves brand well, keep pace with the times, and maintain the guidance in the men's clothing brand; third, we can sponsor or invest in some new designer brands and personalized brands.

I think the future will be an era of coexistence of big brands and personalized brands.

Channel control power

Channel management is an eternal topic.

In the industry, the seven wolves implemented the agent system earlier, and the early effect was very outstanding.

But as time goes on, the mode of "wholesale" is lagging behind: does the commodity sell well to the terminal? How does the customer experience?

"Seven wolves are not fashions in fashion. Brands should form a system with stores and service systems to guide people's culture and lifestyle.

This is a very detailed systematic project. "

Zhou Shaoxiong said.

A major move is: in 2012, seven wolves carried out the strategic policy of "wholesale to retail", set up a management system based on "retail", and formulated and implemented corresponding measures according to the category of product segmentation, focusing on terminal store rectification, upgrading terminal store image, strengthening operational analysis capability, real-time monitoring terminal dynamics, and enhancing terminal store efficiency.

In addition, the seven wolves also continued to improve the retail operation support system, increased support for franchisee's retail operation capability, promoted standardization processes and plans, and promoted the smooth pformation of "wholesale" to "retail".

While trying to promote endogenous growth through upgrading store efficiency, we continue to improve the channel layout and expand sales terminals.

"In the past few years, seven wolves have been constantly adjusting. In the past, the era of simply encouraging shops and promoting sales of consumers through advertising has come to an end."

Zhou Shaoxiong said that in the future, the seven wolves will change from the sales mode, rely on brand strength, market trend and their own service strength, promote the combination of brand resources, and invest more in agents, distributors and salesmen.

For example, start the "elite shop manager" training program: select 20 elite shop managers from 4000 stores in the country, spend millions, and learn advanced terminal retail management concepts abroad.

Zhou Shaoxiong also paid more attention to the development and influence of the first tier cities.

"Front-line market is to create brand influence" highland ".

In the first-line market, we must have our own voice, and then radiate the voice to the two or three line and the following market.

Big shop mode opens at the same time.

In order to make consumers more intimate with this experiential marketing, the seven wolves have invested 545 million yuan for the sale of network upgrade projects. The project plans to develop 20 seven wolf wolf men's living centers in Beijing, Shanghai, Guangzhou, Fuzhou, Xi'an and other regional sales center cities, and also expand 200 seven wolves flagship stores and 600 seven wolf stores.

It is reported that the seven wolves have opened several living rooms in the downtown commercial area of Shanghai, Beijing and Xiamen. The single store area is more than 800 square meters, combining traditional, male clothing, family clothing, household goods and so on, with the construction of terminal channel to foil the brand connotation.

However, for such a large shop, if we can not pull a large number of sales, we will bury certain hidden dangers.

In this regard, Zhou Shaoxiong told reporters: "some of the shops living shops began to profit, and some have not yet made profits.

However, the living hall is a new form and exploration of seven wolves, which will enhance the brand image and brand quality of the seven wolves. This is what we value very much now.

Pyramid structural electricity supplier

In June 2008, seven wolves set up their official flagship store in Taobao.

Today, the seven wolves have opened 5 flagship stores in Taobao, Jingdong, Tencent, Coba, shop 1 and other platforms, and are considering entering suning.com, Dangdang, Amazon and other platforms.

In addition to direct business, the seven wolves also have a large number of network dealer teams. They distribute in most channels of the whole network marketing, cooperate with the official flagship stores, and form a winner's business network (Special Topic Reading) wolf pack.

Zhou Shaoxiong told reporters that the figure reached 8% in 2012.

According to Zhong Tao, director of the electronic business center of the seven wolves, the traditional clothing enterprises do most of the three needs: first, the electricity supplier Capitalism (i.e. large-scale production, then use interest to make money); two, electricity supplier brand theory (it always wants to create a brand, but this mentality will make the enterprise very tangled, want to do business, and want to guarantee certain quality and price); three, the profitability of electricity providers (as long as money can be).

The seven wolves' initial positioning is very simple, that is, the profitability of the electricity supplier. They insist on pragmatism and regard the role of the electricity supplier as a marketing channel.

Initially, according to the logic of the seven wolves to do business, more than 90% are selling stocks, that is, reducing the factory shop plan under the line, giving priority to a large number of inventory sales to the electricity supplier.

This makes the inventory problem of seven wolves well solved.