The Seven Wolves Who Have Gone Through Twenty-Eighth Years Are Becoming China'S Power In The International Fashion T.

Loss 20 million or revenue 1 billion 400 million? So you are.

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"Men are more than one side". When they hear this, do many consumers feel familiar and close? Yes, this is the seven wolves.

As a leading garment enterprise, this is the twenty-eighth year that seven wolves have gone through.

Ten years ago, I mentioned

Consumers think of the "king of jackets" not only for men.

Today, the seven wolves, besides being the leader of Chinese men's jacket, have become the Chinese power of the international fashion T.

Steady development revenue to achieve 1 billion 400 million yuan

According to the 2018 semi annual report released by the seven wolves in August 21st, the first half of 2018, the seven wolves achieved operating income of 1 billion 459 million yuan, an increase of 13.83% over the same period last year, and the net profit of shareholders belonging to the listed company was 135 million yuan, an increase of 10.49% over the same period last year.

Among them, clothing business revenue 1 billion 410 million, accounting for 96.64% of total revenue, an increase of 13.58% over the same period last year.

For the second half of 2018, the seven wolves will continue to implement the annual development plan, continue to make up the short board, consolidate the foundation, consolidate and enhance the profitability of the main brand, and steadily push forward the new brand's attempt, and tap the new profit growth point through investment, continuously enhance the company's actual strength, and realize the sustained and healthy development of the company.

Karl Lagerfeld is a loss but it can still be expected in the future.

In fact, according to semi annual reports, seven wolves delivered the Karl Lagerfeld of Greater China business in December 2017, with a loss of about 22 million 800 thousand yuan.

It is worth mentioning that this acquisition of Karl Lagerfeld is an important signal for the seven wolves to stake in the modern dissemination of digital business.

The project did not meet expectations, and the reason for the loss appeared. Seven wolves also gave a reasonable explanation in the semi annual report.

This is mainly due to the fact that during the first half of this year, the Karl Lagerfeld project is still under cultivation, resulting in more one-time expenses for store integration and team building.

In the 2018 semi annual operation of the board of directors, the seven wolves also said that the company is working hard to promote the integration of different business modules and optimize the operation mode of Karl Lagerfeld business, so as to make it more pragmatic and more landing.

At the same time, it is also actively promoting the development of new investment business.

But no matter how, seven wolves have participated in fashion and light luxury brand business models and formats through trading with Karl Lagerfeld. This is conducive to improving and complements the brand portfolio of the company, expanding the target consumer groups, and providing consumers with more variety.

Generally speaking, in recent years, the seven wolves, from the perspective of consumers, constantly push forward the pformation of brand fashion according to the market situation, and take the "industry + investment" as the main line to realize diversification strategy and create brand matrix.

Public information shows that the seven wolves are mainly engaged in the "seven wolves" brand.

The main products include shirts, Western-style clothes, trousers, jackets, knitted sweaters and so on.

According to the age of the target consumers, dressing occasions and needs, the "seven wolves" brand products are divided into red label, green label, black label and other product lines.

Today, in order to adapt to the diversified development of the market, the seven wolves have made all-round changes from product design to operation management level, and promoted the meticulous reform of brand, channel, product and supply chain, constantly strengthened the business foundation, optimized the industrial structure, and continued to create 100 billion market value of the Shang industrial investment service group.

Brand pformation must rely on excellent product strength to upgrade.

"Product strength" upgrade promotes brand fashion pformation, in terms of brand building.

In addition to promoting brand recognition among consumers through more accurate brand promotion activities, it conveys the brand image of fashion and internationalization.

It is also good at working with potential stars, models, young cutting-edge, social platform "key opinion leaders" and other new generation of cooperation, multi-dimensional to create a younger brand image.

Recently, the newly signed spokesperson, Han Yu, has formed a strong combination with Zhang Hanyu, a multi-year co operative spokesperson, revealing the fashion pformation strategy of the seven wolves.

The two endorser is a dynamic, experienced man who represents different stages of life. It interprets the brand spirit of the seven wolves "men not only side", but also the advancement of the seven wolves to "product strength". On the one hand, it continues to strengthen the commodity analysis system, by grasping the terminal consumption data, accurately acquiring terminal consumer demand and improving the accuracy of development. On the one hand, it strengthens the design ability of products, is good at combining national culture elements with fashion elements, and forms a unique brand DNA wolf culture, which greatly improves the product's sense of timing and recognition.

In addition, in order to enhance the marketability of the products, the seven wolves commodity department also collaborate with the marketing center to further comb the store state, optimize the category structure according to the different store state, and create a product system suitable for the consumers of the seven wolves.

In 2014, seven wolves bred their own "WOLF TOTEM" (Wolf Totem), which is suitable for young people in Italy. Since 2015, they have been invited to Milan fashion week for four times, representing China's men's wear on the international stage.

Today, "WOLF TOTEM" has opened its own exclusive stores for sale, and is very popular among young people.

Effective layout and continuous optimization of channels

On channel construction, on the one hand,

We will continue to subdivide and pform the "brand stores" and "parity stores" for the terminal stores, enhance the overall operational efficiency of the channels; on the other hand, promote the pition from the focus of the new channel layout to the shopping center, and launch a new image that is in line with its positioning for the development of the shopping center, and strive to improve the matching degree with the goods so as to achieve the comprehensive upgrading and effective layout of the company's channel terminals.

At the same time, the seven wolves also strengthen the construction of digital stores, relying on the new technology of IT, realizing the digitalization of the four links of members, commodities, marketing and trading, and opening up the system of members, POS, shopping mall and platform, providing strong sales assistants for the terminal, providing consumers with better service and better experience.

Online channels become mainstream

With the progress of information technology and the expansion of network coverage, especially the support of the state to the network construction in rural areas is increasing. Online shopping is the most effective way of online channels, and the scale of users continues to grow. Clothing online shopping has also become a current trend.

In particular, the rise of the emerging network platform, the flow of Tmall, Jingdong, vip.com and other mainstream platforms are dilute, and traffic competition is fierce.

Under such circumstances, the seven wolves continue to deepen the online platform reform, strengthen the flow operation control and control capabilities, combine the new media marketing methods such as short video, AR interactive experience technology, propaganda and text promotion, strengthen the rhythm, control and deepen the platform rules, formulate the sales level plan, advance the layout of the explosive payment, and fully attract the utilization of traffic, and enhance the conversion rate and the contribution rate of single product.

This also makes the seven wolves in the past eight years, online business performance has been maintained at constant speed.

Diversified investment

In order to meet the needs of different groups of customers, to create a "fashion industry group", in addition to the "seven wolves" and its own incubated "WOLF TOTEM" brand,

In recent years, it has invested in the young wave brand "16N" and the international light luxury brand "KarlLagerfeld" through the acquisition mode, and has invested in the modern dissemination of digital business and the world-renowned diversified fashion luxury shopping platform Farfetch, covering all fields of the fashion industry.

As a state-level industrial design center and the first high-tech listed company in China's apparel industry, in the first half of 2018, the report showed that the sales volume and sales profits of the seven wolves increased steadily.

The profound implication of leading brands lies in the constant innovation and change of the seven wolves over the years.

Future,

On the basis of brand management and capital operation as a link, the fashion industry investment group will be built around the life style industry.