Seven Wolves Respond To Electric Shocks From Subversion To Change

China's garment industry is based on Fujian. After an early OEM and OEM, most factories have mastered the advanced technology of contemporary garment manufacturing. Then, he created his own brand and continued to develop and grow, and was born one after another famous brand in China. Seven wolves The brands such as "Jin Ba" and "nine shepherd" are all well known to the public. These well-known manufacturers are making continuous efforts to improve the quality of products and constantly update their industry standards. When the Internet was developing, these brands once represented the advanced technology level of traditional manufacturing industry. But when the Internet developed to 3 of the mobile Internet, the garment manufacturing industry began to lag behind. The backward ones are not production capacity, supply chain and business mode, but backward business and marketing thinking, as well as the operational pressure brought by the economic downturn, and the impact that electricity providers bring to them.

Perhaps, Guan Dian tide can explain the current situation of the recession in the clothing industry. Bosideng reduced from 8216 stores to 3436 in the first half of last year. Lining also closed 244 stores in the first half of last year, and the number of Anta stores decreased by more than 50 and PEAK reduced by more than 300. Also in the first half of last year, there were 347, 73 and 53 stores of seven wolves, nine Mu Wang and card slave road respectively. Closing shop is just a microcosm of the clothing industry. The reason for this is not only the impact of the electricity supplier on the clothing industry, but also that the fake products on the internet account for more than half. From this perspective, how to make clothes acceptable to the public and can be sold through its own channels is the most desirable thing for current businesses.

In the whole industry looking forward to the transformation and upgrading of the background, clothing enterprises are naturally unwilling to lag behind. Early TV advertising marketing and celebrity endorsement are led by the clothing industry. After the advent of the electricity supplier, garment companies follow suit. However, due to the traditional management mode and internal system problems, the flagship stores of clothing enterprises are not even as good as those who specialize in e-commerce. Influenced by the Internet thinking, last year, some manufacturers began to make the ultimate single product. Among them, seven wolves were doing the ultimate shirt called "Wolf Totem". What did they do? What experience did they accumulate? Is there any experience in the transformation of traditional enterprises? How to understand and apply the Internet +?

With these questions, Viagra and several media friends visited the Xiamen headquarters of seven wolves. Zhao Naichao, general manager of proud things network, talked for three hours. Zhao general, the general manager's office of Ao Wu network, addressed the outside world. Zhao's name in the seven wolves was the ultimate general manager of the single product department. Zhao is always a continuous entrepreneur. He is also a returnee who has been abroad for many years. He has 10 years of work experience in the clothing industry and is one of the earliest marketers who are engaged in channel marketing mode. Before creating the ultimate shirt, Zhao Zongceng was the channel director in charge of seven wolves. Zhao is eager to try new ways to change the existing clothing industry. He has built a brand of wolf Ttot, the ultimate shirt brand, and has officially upgraded to the pride of this year. Although it is a traditional enterprise origin, it does not have the sense of obstruction and uneasiness of traditional enterprises. In Zhao's words, they are open and have the spirit of Internet inclusion.

Goal: from subversion to change.

"Since last year, we have noticed that a large number of shops in the clothing industry have been closed. In fact, closing stores is a very common matter. We have three hundred or four hundred stores closed every year for various reasons, but the amount has increased over the past two years. The real problem is the shortage of stores, the impact of the economic environment and online, coupled with the rising cost of staff and rents, many agents are reluctant to shop again, and the downturn on the line makes us have to consider the transformation. At the beginning of the interview, Zhao answered the question that I had been thinking for a long time. "Traditional enterprises need to transform and embrace. Internet The age is a huge project. What kind of company may eventually become a company doesn't know. It is painful for a company to go through such a course. It is not easy for a company to recognize its own problems and change it. " Zhao always admires his boss for taking the initiative. But when it comes to enterprise transformation, he has encountered problems. On the one hand, he dared not do it. On the other hand, he did not know how to do it.

In 2014, the seven wolves really realized that bottlenecks were encountered in the development. For this reason, the Chinese investment was set up to separate and operate separately. At the beginning of my career, I put forward the goal of eight words: "subverting the ordinary and finding the ultimate." But what we really do is to develop. In fact, subversion is not ordinary but subversive. "

Zhao believes that Garment industry Not to mention subversion, it is difficult to change: there is a lot of futures and mass customization. It is very difficult to achieve the ultimate goal of a category. The rapid response of Internet products and the practice of small batch supply are very demanding for the huge supply chain of the apparel industry. The Internet sells things very lightly. It is very important to go deep into it. It is impossible to rely on more than ten people. We choose the shirt in the heavy product, choose the shirt category, only do a few, and the supply chain is shortened. It is very small and light, so I can change this time. After the lighter, there are various kinds of play in front. Everyone is saying that the traditional business ship is sinking. What should we do? Do we sink together? The seven wolves put down the sampan and we may go faster.

Asked why the clothing industry is not easy to do O2O, Zhao gave such a solution: "why the clothing industry has been unable to do O2O? Sixty or seventy of Taobao and Tmall are clothing categories, but can not do O2O. It is because the way of profit sharing and the system built at the beginning are not the O2O mode. Online and offline are fragmented. Headquarters and agents are fragmented. Agents are separated from distributors or consumers. Such a way can not achieve O2O.

Taking seven wolves as an example, seven wolves design 3000 clothes a year, and one dress should be divided into different colors. Almost 9000 different clothes will be made in a year. The seven wolves have two orders for spring and autumn every year. The design of clothes was basically fixed a year ago, and began production half a year ago. "Then how do you say traditional enterprises change? Unless it is suicide, there is no way to achieve rapid iteration with the Internet and make changes from the needs of consumers, so it is very difficult for traditional enterprises to transform themselves."

Groping: trial and error of a twenty million investment

Traditional enterprises will encounter many difficulties when transforming, but at the same time, they also have huge resources and advantages. As a well-known clothing enterprise, the seven wolves have accumulated a lot of resources in the apparel industry chain. Take the ultimate shirt as the example, this shirt is designed by the top designer in Italy. It selects the Royal imperial fabric, the German steed Textile Group, the Australian jelli button, and the last 60 years of Hongkong joint garment production. If there are no wolves in the clothing industry's deep foundation, it is hard to imagine that such a shirt can be made. This is the traditional enterprise's advantages and profound internal strength.

"Last year, we thought it would be very new to make the best single product. It was not allowed to discuss with the outside people in the group. It must be announced on the day of the announcement, and the details could not be fully disclosed. Later, when I really did it, I had a very open mind. The seven wolves share their cooperation experience with the outside world as much as possible. They agree with the spirit of Internet openness. There are two reasons for this: first, "Wolf Totem" is from scratch. Only more enterprises can join in to create more opportunities and expand road extension. Second, even if it is shared, other businesses can hardly replicate. The general enterprises can not achieve such a design, fabric and clothing, which are the threshold of the industry.

Zhao gave us an account: "making this shirt cost about twenty million, and then found that 70% did wrong, although only 30% is correct, but found out a way of thinking using the Internet to make shirts. Take twenty million to try and make mistakes. How many young entrepreneurs do they have this ability? " "Traditional enterprises need to change their thinking when they want to do the Internet, and the Internet will take a long time to learn traditional industries. It is not what they want to do. In the transformation of traditional enterprises, the most scarce people are people who know both the Internet and the industry. What people can bring is much more than the company. " I also agree with this sentence. On the one hand, we need the right people and reasonable thinking. On the other hand, what we do ultimately serves the consumers and serves the people.

When asked how he understood "Internet +", he gave the following explanation. Although I have said this in related articles, I have heard this talk for the first time since I contacted the Internet +, and Viagra thought that these ideas came from the mouth of a traditional professional manager, which is extremely commendable.

"Internet +" is a very good concept. The Internet has profoundly changed the nature of our thinking, behavior and business. In the past, information asymmetry, now consumers may have more resources and information than you do. Now who will seize the opportunity in this great era, who will become the pioneer of business. Now the economy has downward pressure, the traditional join in the reduction, consumer confidence is decreasing, is the representative of the bad times. But the Internet is also a good era. After the ebb and flow, people who can contact the Internet earlier will be able to know more profoundly. The society is still impetuous, and there are still few thoughts on the real product. People do not need sensory stimulation, but also need to communicate with each other. It is fundamental to work hard in the industry and work hard in this industry. Now many Internet is also looking for products. The biggest change to China in the future is the integration of traditional enterprises and the Internet.

China's electricity providers still have integrity problems, including the rise of micro businesses. People are endorsements of products. First of all, people must stand up and be reliable. When more traditional enterprises enter Internet When doing things well, the sense of steadfast can change the Internet, and even change the atmosphere of China and the trust between people. What needs to be changed is a gesture, willing to change for consumers and communicate with consumers. Have confidence in their products, do not like how they can do a good job, only your products touched their own, in order to move others, one of the most important links is how to communicate with consumers.

Discovery: use "social media" to achieve "trumpet" communication.

In the past, we felt that traditional businesses were the most marketing. Our annual advertising cost was over 100 million. There was a lot of clothing advertisements on TV. Now, after centralization, we find that we will not communicate with consumers and will not do marketing. In the past, it was the inverted triangle, which cost a lot of money. At last, consumers could not receive any information. Now we hope to make a trumpet shaped triangle, so that everyone can become my channel of communication. Everyone becomes a trumpet. Word of mouth has always been the best form of communication. The better the spread of word of mouth, the better. Micro-blog is a good carrier. We publish products online, with very little investment, but it has caused tens of millions of people's attention, which is unexpected.

This collision with sina micro-blog has shocked our entire company from top to bottom. After working with micro-blog, it is discovered that when you really put your body down and really want to communicate with consumers, consumers are very happy to give you advice and become your fans, and do a lot of things for you. We have learned a lot from micro-blog, and have established communication with many customers. Many people see the pride of the net, ask how much to join to join the fee, I said that the standard of audit is not the franchise fee, I want to close your fans, see you, is it able to meet our positioning, whether it will communicate with consumers. Now I look at the messages that micro-blog gives me every day, and I still see them at 1 o'clock in the morning. Many comments are precious wealth for us.

Before we do electric business, we only know the names and telephone addresses of consumers. After using the new media, we find that customers will give you advice directly, which will help us greatly in product development. Like millet, we say that millet phone is called by consumers and fans. Before we felt that traditional enterprises could not be like emerging industries, we could actually get them. In the past, we communicated with consumers through agents and distributors. Now we can communicate through new media such as micro-blog. In the process, we find that when we want to centralization, the whole enterprise structure may change at this time.

After making friends with consumers, we need to establish a quick response. The way of communication also needs to change, who the consumers are, what they are concerned about, and have common taste. We have a common interest with consumers, not what is high, what I do and what you wear. Our relationship is long-lasting, and trust is based on good products. Talking about Traditional enterprise When communicating with Internet companies, Zhao said: the way of communicating with consumers determines whether you are a traditional enterprise. Close communication with consumers, and the process of making friends with consumers, what kind of people do consumers want to make friends with? That is, they can speak and understand. Let users participate in your product design and development process, this is the sense of participation, let users have a sense of participation, they will make plans for you, sincerely recommend your products to family members, to friends.

In fact, traditional enterprises are not so far away from consumers. We can also accept many information, but we can not make any changes. For example, the quality of consumer reflection is not good, we can recall, say it is not good-looking, we can change the new products in the next season, but the cycle will take a year, a year's cycle, your consumers already do not know where to go. If we want to react quickly and hear the voice change immediately, it will involve all kinds of problems, such as supply chain, communication mechanism, organization structure and so on.

These are all superficial difficulties, and more importantly, ideological difficulties, bound by some traditions, or in the past, they are afraid to communicate with consumers and contact with users. Now we hope to embrace them through various means. Consumer 。