How Was The Seven Wolf, The King Of Jackets?

Color changing jacket, double-sided jacket, split jacket cotton jacket, collar collar jacket, style jacket...

If you know more than three of these wolves, you will be exposed to age.

Recently, the menswear brand, which is popular among fathers, is not because of the amazing sales volume but rather a big fire.

The warehouse was burnt.

According to local media reports, around 11 p.m. on August 6th,

A fire accident occurred at the B2 warehouse in Jinjiang.

At that time, the blaze was burning, and about 20 fire engines carried out emergency rescue.

A factory worker said in an interview, "I heard about it.

One piece is one thousand or two thousand yuan.

Subsequently, seven wolves said in the announcement that the fire did not have a major impact on the normal production and operation of the company, and the main damaged assets were insured.

As for whether the premium can cover losses, the seven wolves related personnel said to the wild horse finance, "the scene is still being cleaned up".

What's interesting is that after studying the business data of seven wolves and seven listed Wolves of the seven wolves group and its listed subsidiary, it was discovered that the "king of jackets" who had "danced with Wolves" was not the same as before.

The king of jackets

To this day, men are more or less able to find a jacket of seven wolves when tidying up their wardrobe.

This brand of "flavor" in the hearts of young people has also had a glorious time.

In the 90s of last century, most people's brand awareness was still on the perceptual level, and they felt that they were a mark on clothes. They could not understand why there was more expensive crocodiles than they did.

Zhou Shaoxiong, the founder of the seven wolves, took the lead in realizing the brand value and decided to build a trademark himself.

In Chyi Chin's "I am a wolf from the north, walking in the boundless wilderness", he found inspiration.

According to Minnan dialect, the wolf and "Homo" were homophonic, plus the seven people who started business at that time (not Huluva), so the "seven wolves" came into being.

Trademark is not enough. If you want to open the market, good products are essential.

At that time, the seven wolves made the color change jacket with the highest technology and materials in China.

This jacket is like "Monalisa's smile", which changes with the light and the angle of observation.

In 1991, when people urgently needed a makeover, the color change jacket was launched all over the river.

However, where there are explosions, there will be Shanzhai.

The rest of the manufacturers saw that the price of a wolf was embroidered on the chest, and the price was soaring.

In addition to direct imitation, there is a growing trend of selling "Lycan" and "eight dogs" on the market.

As soon as Zhou Shaoxiong saw that he had worked hard to design products, all the money was earned by others. How did this happen?

"No intention of inserting willows and willows into a shade", this announcement became the headline of the newspaper. People who did not know this brand were also "forced" to popularize the wave.

With this easterly wind, the seven wolves also designed the split jacket.

The coat is a coat, a liner is a liner, and I don't know how many people are buying this dress under the guise of "wear all year round and save money!"

By 1995, double-sided jackets came out.

The words "men are more than one side" refer to the hearts of every man.

In this way, with 17 years of sales of jackets far ahead, the seven wolves not only sat firmly on the throne of the "jacket king", but also became the first clothing enterprise listed in Fujian on the small and medium-sized board in Shenzhen in 2004.

Industry + investment

No man can live a thousand days without flowers.

Since the listing of the company, the seven wolves who have kept their profits rising for many years have been falling after reaching the peak of net profit of 561 million yuan in 2012.

The annual report shows that in 2013 -2016, the net profit of seven wolves belonging to the parent company was 379 million yuan, 288 million yuan, 273 million yuan and 267 million yuan respectively.

The reason why the seven wolves wrote in the 2013 annual report is that the macroeconomic and consumer confidence index is still running low, terminal consumption is sluggish, and the rapid development of business mode brand and e-commerce has brought about a rapid change in consumer spending habits.

From that time on, the seven wolves no longer took the road of expansion. According to the statistics of wild horse finance, in 2013 and 2014, the total number of seven wolf stores was over one thousand.

Faced with such a situation, Zhou Shaoxiong, the "big wolf" who had been struggling for decades, could not wait to die.

In 2014, the seven wolves resumed the original trademark authorized by foreign trade, and began to make men's underwear, underwear, socks and knitted products. In 2015, the company officially announced that it would pform from "pure industry" to "industry + investment".

Dong Cai choice data show that since 2015, the seven wolves have made many mergers and acquisitions, involving various fields such as fashion, finance and media. They are invested by KLGC, Qianhai reinsurance Limited by Share Ltd, modern digital holdings limited and so on.

As the industry got warmer, the reform of the seven wolves was successful. In 2017, the total operating income reached 3 billion yuan, and the net profit attributable to the parent company was 316 million yuan, up 16.87% and 18.48% respectively over the previous year.

However, a careful study of the financial statements of listed companies, wild horse finance found that men's underwear, underwear, socks and other products contributed more than 1 billion 100 million revenue to seven wolves, accounting for 36.34%.

The once hot jacket is less than 10% a year.

Compared with the seven wolves of listed companies, the pformation of the seven wolf group is even more intense.

According to "Fujian wolves Group Co., Ltd. 2018 phase 1 medium term notes prospectus" (hereinafter referred to as: instructions), seven wolf group in 2014-2016 years and 1-9 months in 2017, the main business income of the clothing sector were 2 billion 270 million yuan, 2 billion 390 million yuan, 2 billion 570 million yuan and 2 billion yuan, respectively, accounting for 70.50%, 67.12%, 53.11% and 38.67% of the main business income, showing a downward trend.

The main business income of the real estate sector showed a relatively rapid growth. In the 2014-2016 years and 1-9 months of 2017, the proportion of the real estate sector accounted for 13.77%, 10.34%, 42.48% and 58.29% of the main business income of the seven wolf group respectively.

Therefore, many media began to ask, "is the wolves group doing men's clothing or real estate?"

In addition, the wild horse financial discovery, seven wolf group is also very keen on investing in financial enterprises, Societe Generale Bank, Guotai Junan, sun insurance, Huixin small loan......

The company has seized many financial licences such as banks, brokerages, insurance and so on.

In addition, Zhou Shaoxiong is one of Ma Yun's Yunfeng fund sponsors.

Go back to "old bank"

In fact, in the context of the overall downturn of men's clothing industry, Zhou Shaoxiong is not alone in making investment and real estate.

In the financial circle, Zheng Yonggang of Shanshan is known as "shell king".

More than once, he declared "call me financier" in public more than once; and YOUNGOR Li Rucheng was not willing to be weak, on the stock market and real estate, making rain in the capital market.

I don't know when the three leaders of the Chinese men's wear industry have made the same decision - return to the main business.

In June 2018, it was split from Shanshan stock company.

Business company Shanshan brand successfully landed at the Hong Kong Stock Exchange; and 2 years ago, Li Ru's achievement had publicly announced that it would take five years to recreate a YOUNGOR.

And in April this year's textile and garment industry sharing conference, Zhou Shaoxiong also bluntly said, "after thirty years of development, the seven wolves after many detours, realized that only to do their own old line is the most correct choice."

"Seven wolves also invest and do finance. At first they tried, but later they found that they were not doing the job at all."

Zhou Shaoxiong admitted to "Min Shang Bao" that in addition to the old line of textile and clothing industry, all other businesses are handed over to professional teams for operation and responsibility, such as investment, and cooperation between seven wolves and Yunfeng fund. This fund is made by Ma Yunhe Yu Feng. "Since I do not understand it, it is better to hand over to a team that knows both resources and resources".

The wild horse finance and economics returned to the main business and contacted the responsible person of the seven wolves. The other side said, "industry is fundamental, investment will continue to do so".

As for why the previous pformation

The brand chose to return to its main business. Jiang Han, a special researcher of Suning Financial Research Institute, analyzed the yma finance and economics. "On the one hand, the state's current policies are supporting the development of the real economy.

So there are many advantages and advantages to return to the entities, and on the other hand, under the background of financial leverage, financial opportunities or investment opportunities are decreasing.

It would be better to return to the real economy rather than take risks in the financial sector. "

"Besides, Ali and Tencent are all planning new layout.

。

From the perspective of new finance or new retail, there will be better prospects for development in the future, so there will be certain possibilities for the return of men's clothing brands.