"New Retail" Attack, Seven Wolves Multifaceted Attack

From Ma Yun's meeting on cloud habitat in Hangzhou, New retail After that, the concept of "new retail" has become the focus of attention of many business people. Alibaba Group CEO Zhang Yong further interpreted the future of the new retail business at the 2016 new Internet commerce summit. In his view, "a very important sign for new retail is to complete the recognition, touchability, insight and service of consumers." The menswear brand wolves, always walking in front of the industry, has always been a pioneer in exploring new models, providing new products and services, and eventually becoming the leader of Chinese men's wear brands.

In 1993, Seven wolves In the industry, the first comprehensive import CIS system, and at the same time in more than 30 countries and regions of the world registered "seven wolf" trademark, a unique character of the seven wolf brand was born. Since 2010, the seven wolves put forward the strategy of "wholesale to retail", greatly adjusted sales channels, focused on meticulous management, and achieved breakthroughs in performance. In addition, the seven wolves also cooperate with international fabric dealers to provide high quality products to the consumers. The double faced jacket, three defense pants, colorful polo, ice cotton and other star products are well received by the consumers. In 2015 and 2016, the seven wolves were also invited by the fashion week of Milan for two consecutive years to show the Chinese fashion charm to the world's fashion stage. In the new retail era, the seven wolves also keep up with the times and explore new retail business models.

　　 Implementing new retail business mode

Shopping is not only shopping, but also the direct selling terminal of the seven wolves. "Concept experience living hall" shows many consumers what form of terminal shopping should be under the new retail situation. In the seven wolf's "concept experience life hall", consumers can not only pick clothes and accessories at all, but also make advanced customization of clothing, in order to highlight their individuality. In addition, demand for books, light dining, art and exhibition activities can be satisfied in this new shopping place.

In the Internet era, people emphasize that they can enjoy all kinds of convenient services without leaving home, whether they are shopping or dining and entertainment, they can be satisfied on the Internet. In the new retail era, offline shoppers' shopping experience has been paid more attention. This is not only a change in the way consumers consume, but also a change in their lifestyle. The growing middle class consumers are using their needs to promote the upgrading of the whole industry. "Concept experience life hall" is a new type of service place that the seven wolves make for the middle class consumers.

Under the new trend and new challenges, consumers are also constantly differentiated, and men's clothing market has also been further subdivided. In addition to the "concept experience life Pavilion", the seven wolves also launched a "better factory quick purchase EFC" to provide more cost-effective products to meet the needs of different customer groups.

In addition to the exploration of offline business mode, the seven wolf online has also built an official electronic platform, the official store of seven wolves, which is different from the official flagship store of Tmall and Jingdong wolves. At the strategic level, the exploration of the new retail business mode makes the development direction of the seven wolves more clear. The improvement of the service level of the seven wolves has won the favor of more consumers.

　　 Upgrading services under the technology

Under the seven wolves line stores, consumers can not only enjoy the traditional service such as fitting, customization, consultation, beverage and fruit, but also enjoy the convenience and pleasure brought by science and technology. The introduction of intelligent terminals such as robots, small treasure and magic mirror in the seven wolf store can provide more value-added services to consumers, and greatly enhance the shopping experience of consumers.

In the terminal store of the seven wolves, robot Xiao Bao can not only sing and dance, active atmosphere, but also engage in various dialogues and interactions with consumers. Xiao Bao can even speak Sichuan dialect, northeast dialect and other dialects, add shopping pleasure to consumers, and become a new playmate accompanying their parents into the store.

The magic mirror is another intelligent service item provided by the seven wolves when shopping. Consumers can see the effect of the selected clothes on the front of the mirror before the screen, and create a virtual fitting room for consumers. In addition to fitting clothes, consumers can play interactive games on the magic mirror, watch the latest fashion videos and magazines, and make consumers' shopping interesting. Through a variety of advanced technical means, the seven wolves also drew the distance from consumers.

In the "Internet +" era, in order to improve the quality of service, the seven wolves also launched the "super shopping guide", with the help of super shopping guide APP platform to achieve seamless headquarters docking terminal, to achieve real-time guidance and training for terminal shopping guide. This new training mode breaks through the traditional mode, and moves the training to the Internet, which is fast and efficient.

　　 Build big IP and achieve new marketing

Big IP, which is usually called explosion, can magnify the brand's cognition and bring huge business returns. The wolf series is exactly the exploding money created by the seven wolves. From the "Epics" worn by the Miao people, the seven wolves have launched wolf culture series, including MIAO, TIBET, THAI, MONGOL and YI, and have become the unique IP of the seven wolves.

Besides, the seven wolves have also made deep explorations in marketing mode. Catching customers is the starting point of marketing. By introducing the CRM system, we can dig deep into big data related to customers and actively serve core customers. The cross border cooperation between the seven wolves and millet mobile phones has achieved a win-win situation between the two brands. The theme of their mobile phone and orange running jointly launched by the joint venture are more of a rice fever.

Through the adjustment and layout of business mode, service mode and marketing method, the seven wolves are optimizing the recognition, insight, touch and service of consumers from many aspects. Under the new wave of retail business, the seven wolves will integrate resources with many excellent enterprises to meet the opportunities and challenges brought by consumers' changes and changes in the times.