Zhou Shaoxiong: The Surface Is Gentle, The Wolf Is Inner.

If you have seen the way Zhou Shaoxiong makes tea, he may not have any connection with the man's empire he is in charge of.

When he was making tea, he was remarkably calm and attentive. His words were agreeable and somewhat different from those of traditional Chinese entrepreneurs.

"I am a business owner with a gentle surface and a wolf in his heart."

This is his evaluation of himself.

Zhou Shaoxiong is the founder of seven wolves.

But in any case, you will never doubt the brand that he has built up, and his position in the Chinese business field.

The menswear brand, which was born in Fujian, China, has not only witnessed the change of male fashion, but also experienced the ups and downs of the Chinese business world.

"Seven wolves men's clothing, founded in 1990, can be seen as a period of rapid development in China's reform and opening up," Zhou Shaoxiong said. "We are moving from a more traditional conservative era to a diversified era of innovation. We also hope to be able to sink our attitude and opinions."

At the moment, Zhou Shaoxiong is leading the seven wolves into the international market, the two landing.

To show the beauty of Chinese wolf culture to the world, and create a IP image belonging to the seven wolves themselves, expanding the commercial layout of the seven wolves, introducing wolf culture series, crossing the Internet domain, creating a concept living hall, and layout the electricity supplier -- it is like Chinese men's clothing.

The representatives are constantly trying different business possibilities.

Creating wolf culture IP, forming diversity

Men are more than one side.

This is the brand idea that seven wolves have never changed.

"Both classic inheritance and fashion performance, in the performance of values, carry forward a culture of striving, and turn the seven wolves into a striving representative.

This is what we call the expression of culture and values.

Zhou Shaoxiong said so.

The design allows the brand information of the seven wolves to be clearly displayed.

It invited Colin J, an international designer, to create a modern design style that will collide with the Chinese elements in the wolf element.

From the "epic" worn by the Miao people, several wolf culture series, such as MIAO, TIBET, THAI and YI, were launched respectively.

"Making a brand must have its own ideas. Seven wolves grasp the two axes to express the cultural inheritance of the seven wolves.

We want to let you see the story behind the story and the idea that we buy clothes not only to buy cost-effective, but also to buy brand proposition.

Zhou Shaoxiong said.

And this idea is contained in the design concept of wolf series.

You can also feel the culture of seven wolves in a physical store.

Brands are constantly being used.

The way of shopping is closely related to consumers, and the shopping experience of physical stores is the best way to experience marketing.

The seven wolves are also building such an experience mode, Zhou Shaoxiong said. Wolf culture is positioned as a young trend series in the seven wolves, and a wolf totem special store will be set up in the future.

In addition to keeping the symbols and characteristics of wolf elements in the new wolf culture shop's wolf culture, it also adopts the international creative design team to create a brand new visual presentation effect.

In the era of consumption upgrading, consumers not only buy functional products, but also have emotional needs for brands.

The added value of the seven wolves to fashion and clothing is Zhou Shaoxiong's brand proposition, which represents the design culture of Chinese masculinity.

The seven wolves call the wolf culture the brand DNA of the seven wolves, which is difficult to reproduce the brand characteristics.

Zhou Shaoxiong revealed that while maintaining the spirit of the wolf culture, the future will continue to inject more innovative elements into the wolf culture.

"The consumption structure of Chinese society is undergoing tremendous changes. China's consumers have changed from the relatively scarce economic income to a relatively independent economic income. Consumers will not only be satisfied with the demand of products, but also need to meet the spiritual needs of individuals."

Zhou Shaoxiong said.

Create a fashion ecosystem to achieve enterprise pformation

The fashion group in Zhou Shaoxiong's mind is a spirit of common group spirit, which can be developed harmoniously and coexistence before every brand. The development of the group is not only the development of the enterprise, but also the epitome of the economic, social and cultural development.

You can see the clear business logic and strategic thinking of Chinese entrepreneurs from his interpretation.

The group concept of clothing brand originates from the operation mode of European luxury group, and few garment brands in China dare to make such an attempt.

In the past year, seven wolves have strengthened their thinking. The direction of reform has shifted from simple pformation and upgrading to refinement and platform management, and the strategic development direction has been pformed from "pure industry" to "industry plus investment".

"Now more and more foreign brands are aiming at the Chinese market, and they are exerting their strength in the Chinese market. The domestic garment industry is also seeing more and more obvious attacks, and the new pattern of clothing is coming."

Zhou Shaoxiong said, "in addition to these external pressures, we are constantly adjusting and optimizing our original channel layout, laying a solid foundation and improving the profitability of a single store."

But the wolf's ambition is more than that.

It is using Internet Co's operational thinking to carry out the pformation of clothing brand.

The seven wolves are building an international fashion investment platform to build a big fashion ecosystem of seven wolves, which opens up new growth points through the establishment of new opportunities for the fund to participate in the fashion industry and retail consumption industry.

"Seven wolves hope to become an international fashion industry investor. We are concerned not only with the brand development of the seven wolves," he said.

We also hope that through the power of capital, we will introduce more outstanding foreign fashion brands and designers into the Chinese market. At the same time, we can help more designers go to the world fashion stage and become a Chinese fashion industry investment group.

Zhou Shaoxiong said.

Enter the international market and show the charm of wolf culture.

In June this year, seven wolves completed the second show in Milan fashion week in Milan St. Barnabas's corridor.

This is the second time it shows the beauty of the Chinese wolf element in the city of this fashion, with the exclamation of the key figures in the global fashion industry.

The emergence of the seven wolves is not only for topics and exposure, but also eager to tell the world what kind of fashion genes and cultural elements a Chinese men's wear brand has.

Zhou Shaoxiong also recognizes the difference between Chinese brands and international brands.

He thinks that the difference between Chinese brands and foreign brands lies in the different stage -- their stage radiates the whole world, and our stage radiates China, so he hopes to drive a group of Chinese entrepreneurs to the world stage to promote personalized, unique and original brand design, so as to enhance the global influence of Chinese brands.

The seven wolves are proving their value to the international market.

At present, there are two aspects of the internationalization of the seven wolves, one is the distribution of products to foreign countries, and the other is the retail market of foreign countries. The second way is international cooperation.

The development of the seven wolves is not only the development of the seven wolves brand, but the development of the seven wolves enterprises.

In the future cooperation, whether it is talent exchanges, mergers and acquisitions of enterprises, resource integration and interaction, internationalization is becoming more and more urgent.

Zhou Shaoxiong said.

The concept of the seven wolves fashion ecosystem has also injected into the international thinking.

The seven wolves hope to become an international fashion industry investor, focusing not only on the brand development of the seven wolves.

The company also hopes to introduce more outstanding foreign fashion brands and designers into the Chinese market through capital strength, and help more designers go to the world fashion stage and become a Chinese fashion industry investment group.

Whether it is the design and dissemination of wolf culture elements, or the construction of the ecosystem, and the most important international strategy, the development of the seven wolves is a typical growth track of Chinese enterprises.

The challenges and difficulties are only known to the individual.

"The image of wolves in my mind is very tough, unity and struggle."

This is Zhou Shaoxiong's understanding of wolf culture, and it is the courage to bear and be fearless that has made this brand for 30 years.

It is better to say that wolf culture created the seven wolves than the seven wolves.