Seven Wolves "Industry + Investment" Pformation Of The Three Major Ways To Break Through

25 years of trials and hardships.

The growth has never left the garment industry, which is full of vitality and challenges.

Now, a series of "big moves" show that the seven wolves have stood on the new pass to the goal.

The pformation of the market and keeping the pioneering spirit and the momentum of the business made the seven wolves brand and decided its future.

From one piece

Popular in the whole country, to win the battle in Milan and to return from the wolves.

The stunning appearance of a series of star products, such as Miao wolf, Tibetan wolf and Dai wolf, was pformed from the construction of marketing network optimization projects to the pformation of "pure industry" to "industry and investment".

Integration of national elements to create Star products

In June 21st, the Milan fashion week was accompanied by an oriental face.

The brand has launched the fashion show with rich ethnic customs.

As the first Chinese men's clothing brand invited by Milan fashion week, the seven wolves have deconstructed the Oriental wolf element design to the whole world.

Is the seven wolves just a show? It's not that simple.

Seven Chinese wolves

Colin Jiang said: "in this season's" Dai wolf series ", we show the collision between national characteristics and modern fashion, hoping to get you a unique aesthetic experience.

I also hope that through this series, we can feel the versatility of the Dai culture and the fashion of the seven wolves.

In fact, the seven wolves started the series of wolf culture T-shirts from the spring and summer series in 2015.

The "MIAO" of spring and summer, to the upcoming "TIBET" and then to the "Dai wolf" (THAI) of Milan fashion week, each season's products are combined with the creation of a Chinese nation.

Yan Jun, deputy general manager of the seven wolves industrial Limited by Share Ltd, said that constantly accumulating original design capabilities, integrating international resources and making strong star products are the three strategic means to enhance the brand's international competitiveness, and also the key to create seven wolves' quality competitiveness.

Obviously, the seven wolves combined the precious craft elements in the national culture into the seven wolf brand DNA, and made the "wolf culture" series products into a star product series with core competitiveness.

In order to create the stars in the products, the seven wolves not only sent the "wolf culture" series to the international stage, but also combined with the resources of the performing stars resources accumulated by the seven wolves over the years.

Zhong Hanliang, Wang Feng, Zhang Hanyu, Li Chen and other popular stars continue the seven wolf's strong endorsement group.

In addition, the seven wolves set up showroom in the center of Milan, showing three products of the seven wolves, including wolf culture T-shirt, the show and the designer SWOLVES of seven wolves, so as to have direct business dealings with European buyers' stores.

"Just last week, we received hundreds of orders from the buyer shops in Germany, France and Italy. In the past, China was buying things with European buyers. Now we seven wolves are starting to reverse this trend. They will also buy things with our Chinese buyers."

Yan Jun said, "because we can directly contact European buyer shops through showroom, so if we have designer brand in these buyer shops, we will also cooperate with them, introduce European brands to China, set up stores in the country to integrate European resources."

Yan Jun believes that China's clothing industry is in a state of continuous adjustment, and finding the right business model will be a major trend in the future.

"In my view, the conceptual collection store and personalized buyer shop will be a new business model for Chinese garment enterprises."

In addition, Yan Jun disclosed that it is expected to set up R & D centers in Europe by September.

"The design and Research Center in Europe can enhance the design ability of seven wolves to respond quickly, and absorb the local better color matching concept and tailoring process, so that we can create a unique brand culture for our products."

Test rig and crossover are close to consumers only.

A product line can not only create Star products, but also let a traditional enterprise take the pace of Internet thinking.

In recent years, the seven wolves in China Men's clothing enterprises in the large scale of e-commerce sales, tasted the sweetness, seven wolves also began to explore online and offline integration mode, but get rid of the original only online as a sales channel mode is not easy.

As a result, the wolf totem product line launched last year, removing the starting point of online and offline channel integration, has more implications for the seven wolves.

"Online brand Wolf Totem is trying to subvert the established pattern of men's clothing industry, cut off the intermediate links of distributors, and send products directly from the factory to the consumers, so as to make the sales channels flat."

Zhao Naichao, the former director of the seven wolf channel and the general manager of the pride net, jumped out of the traditional industry and built the brand of "Wolf Totem".

Pride net and Wolf Totem brand are the seven wolves hatching out of the project.

In 2014, the project of quietly preparing for more than half a year has entered the public eye. Its Internet brand Wolf Totem has been on the high profile. At the same time, the wolf wolf vertical website has also entered the public view.

Wolf Totem brand is from the planning to the birth of the Internet DNA, because the product is limited to online sales, sales platform on the same line has seven wolves vertical platform, suning.com, Jingdong mall and so on.

Online publishing products are becoming more and more popular.

An important way for enterprises to attract consumers.

"High quality, low rate" product strategy is becoming a popular trend.

Zhao Naichao introduced that in October and November of last year, the wolf totem changed 140s and changed 100s two extreme shirts on Jingdong, suning.com online, several times out of stock.

"Traditional clothing enterprises receive a long period of feedback from consumers, resulting in the loss of consumers.

The rapid response is related to supply chain, communication mechanism and organizational structure.

But the most important thing is to keep up with consumers.

Zhao Naichao said.

Where the consumer is, where the brand is, this spirit of follow makes the brand go closer to the consumer.

In order to further follow, the seven wolves joined hands with Tencent to launch a cooperation version T-SHIRT of the thunder fighter.

The thunder fighter is a shooting game that pays attention to 330 thousand users. In this cross-border cooperation, the wolf element of the brand can be displayed not only in the cooperative game, but also in the game.

Yan Jun said that with the help of cross-border games with Tencent, more young people will know the brand of the seven wolves. This is not only a new concept product's release, but also a communication between the seven wolves and the young consumers.

It is understood that the product of this cross-border cooperation will also be located in the official store of seven wolves and the next 100 stores of seven wolves.

It can be predicted that the cross border of the seven wolves will not only be involved in the game area, but this customized and personalized consumption service will spread to all areas of consumer existence, such as sports, entertainment, intelligent technology and so on.

Better access to consumers needs better service.

Seven wolves boldly put forward the idea of realizing artificial intelligence service.

During the Milan World Expo period, the smart store built by seven wolves will display a new mode of future fashion shopping in the seven wolves exhibition area of the Chinese enterprise joint pavilion. In the shop, people pick up a dress at random to get the information of the size, material and design spirit of the product. No salesman can get the best fashion matching advice, making shopping experience more free and convenient.

Postpone channel optimization and aim at fashion investment

When a series of new product lines and new cross-border forms appeared in World Expo, Milan, the seven wolves seemed to be telling us that the brand is reexamining the future direction of development.

"Milan Expo will be the starting point for the internationalization of the seven wolves. The future seven wolves will develop towards the fashion industry group and inject China's national fashion elements into the world.

The trip to Milan is also a test for the new model of brand marketing by seven wolves.

In June 18th, the seven wolves entered the launching ceremony of the Milan World Expo Chinese Enterprises Joint Pavilion. Zhou Shaoxiong, chairman of the seven wolf industrial Limited by Share Ltd, said so.

In July 15th, the announcement of seven wolves showed that 1 billion yuan would be raised to invest in the establishment of wholly-owned investment subsidiaries. Through direct investment or special funds, it would take part in some garment industry and related fashion industry and retail consumption industry, and realize the pformation from "pure industry" to "industry + investment".

Three years ago, seven wolves completed the fund-raising of 1 billion 766 million yuan, plans to invest in the construction of "marketing network optimization project", to buy commercial property to optimize the company's existing marketing network layout and structure.

"The change of business mode has led to the end of extensive growth, and the high price of commercial property, the high proportion of self purchase shops, and the excessive risk."

In view of postponed entity shop optimization plan, instead of fashion investment strategic choice, seven wolves aspect gives such reasons.

"Since 2013, men's clothing enterprises have gradually entered the store and in-depth adjustment cycle. Some traditional enterprises have been trapped in the problems of high production costs, competition in electricity providers and changes in consumer shopping habits. The market share of enterprises has dropped significantly and entered a critical period of pformation."

Recently, Feng Dehu, vice president of the China clothing association, said that the traditional men's wear enterprises were running in the current situation.

As a Menswear business in Fujian Province, the slow progress of new stores in the traditional men's clothing enterprises such as the seven wolves, nine Mu Wang and Li Lang also reflected the above views.

According to corporate earnings report, from 2013 to 2014, nine Mu Wang closed 140 stores, 179, 24 shops and 376 shops.

Compared to the two enterprises, the adjustment of seven wolves' channels was more obvious, and 505 stores and 681 stores were closed respectively in two years.

The report on China's online retail market data released in 2014 by the China Electronic Commerce Research Center reflects the aggravation of the impact of the electricity supplier on the offline stores, and the fact that the clothing brand stores are reduced by cost pressures.

Data show that the scale of China's online retail market in 2014 will account for 10.6% of the total retail sales of consumer goods, and this proportion will continue to expand.

Recently, the seven wolves were planning to cooperate with Beijing to launch the RMB fund in cooperation with Cci Capital Ltd, and invest in the lifestyle related industries such as big fashion and consumer culture.

Chen Ping, the secret agent of seven wolves, told the outside world, "we choose to cooperate with the strongest people in different fields, so there may be many funds in the investment structure.

In the future, it is possible that the investor of a fund is our investment company. "

In this regard, some people think that changing the use of investment to avoid the cost of the terminal pformation process slow pressure, choose to build a fashion consumption ecosystem, the investment direction is feasible, but it still takes time.

Others say that the development of men's clothing enterprises is still the foundation of brand growth. Whether the investment strategy can be effective is still unknown.

Although the industry has different views on the strategic change of the seven wolves, but for such a brand with 25 years experience in garment industry, the industry's expectation is whether it can pform traditional clothing brands and bring enlightening solutions.