The Clothing Retailing Industry Is Changing Rapidly.

Perhaps you have seen such films as "tiger hill", "Mekong action", "hunt" and "Red Sea Action", and have met a tough tough guy named Zhang Hanyu. Perhaps you have seen this lively dance program called "street dance", and have met a sunshine boy named Han Yu.

Perhaps you are surprised that these two men do not seem to have any connection at all. Why should they be brought together? Originally, Zhang Hanyu and Han Yu two are both.

Brand spokesperson.

In recognition of the fact that compared to traditional advertising, the word of mouth marketing and the KOL belt effect were more convincing than the consumers. The seven wolves invited the star Zhang Hanyu as the brand spokesperson in 2009.

The brand image has always been a tough guy. Zhang Hanyu not only relies on the shape to hold up the image of the two contemporary Chinese male figures, but also shows the male traits of courage, fearlessness, responsibility and responsibility represented by the seven wolves in various films and television works, and further consolidates the high-end brands in the domestic market.

China's leading position.

However, in recent years, the aesthetic judgment of Chinese consumers has shifted from the original hard man to the "young star", and the seven wolves are quietly changing.

With the rise of the "fans economy", whether the brand can create clear characteristics and create a sense of worship in the minds of consumers is the key to the formation of "differentiation" with competitors. The consumers with conscious awakening will be more willing to pay for brands that can resonate with themselves in the future.

Therefore, personalized creation and upgrading become the top priority of the seven wolves brand culture.

As the champion of the first season of this street dance, Han Yu is good at many kinds of dance.

He has been committed to achieving the ultimate goal of his love, and has never forgotten his original intention after he became famous.

In the 2018 autumn and winter advertisements of the seven wolves, Han Yu showed another side of the brand's younger age. The seven wolves said in a statement that unlike Zhang Hanyu's mature and steady experience, Han Yu's dedicated and positive attitude highlighted the characteristics of the new generation of male consumers in China.

Zhang Hanyu appeared as the spokesman of the seven wolves. Han Yu, the spokesman of the seven wolves, showed that the seven wolves had sent signals that they wanted to turn around after crossing the trough.

The seven wolves were founded in 1990 and are one of the leading brands in China's men's wear industry.

In 2004, seven wolves landed on the Shenzhen stock exchange to become China's first listed men's clothing company. Its lattice jacket, launched in 2000, has been ranked first in the Chinese jacket Market for 16 consecutive years.

As one of BrandZ's most valuable list of China's top 100 brands, the seven wolves pioneered the theory of clothing brand culture management which is not only one side of the industry, but formed a modern business management system with brand as the core and Lifestyle industry as the leading factor.

However, the performance of the seven wolves has been in a downward trend since 2013. It is mainly affected by the excessive network of shops and the excessive cost of rent.

2014 "thin" successful seven wolves, no longer disclose store data.

In the same year, the wolf wolf launched its own brand WOLF TOTEM Wolf Totem. It has been invited to Milan fashion week for four times. It has become the first Chinese menswear brand to be invited by Milan fashion week.

So far, the performance of the seven wolves has been revived.

It is understood that as of the first half of June 30th this year, seven wolf business income rose 13.83% to 1 billion 459 million yuan, net profit rose 10.49% to 135 million yuan, the core garment business revenue rose 13.58% to 1 billion 410 million yuan, accounting for 96.64% of the total revenue.

During the period, seven wolves trousers and

The operating income of these products is 216 million and 260 million yuan respectively, which is the most important source of income for the brand.

Especially in the increasingly saturated domestic dress market and the rise of fashion awareness among male consumers, the seven wolves are actively building channels to ensure sound development.

By constantly optimizing its own channel structure, the electricity supplier and the needle spinning business have become the two important source of profit for the seven wolves besides the main brand line.

Last year, the seven wolves increased the online revenue by 30% to 1 billion 300 million yuan by expanding the drainage capacity of the online platform of the electricity supplier departments and enriching sales categories, and the operating income of knitted products exceeded 1 billion yuan.

The seven wolves, while carrying out the subdivision and pformation of the "brand store" and "parity shop" at the terminal stores, are also promoting the layout of the online market, relying on new technologies, opening up the four links of consumer, commodity, marketing and trading, and joining the main platforms such as Tmall, Jingdong and vip.com to seize as many market share as possible.

According to the earlier report released by Yun Guan Da Da, in the month ended May 31st, the seven wolves successfully entered the top 20 list of Tmall men's clothing sales, faster than the fast fashion giant Zara.

With the improvement of the aesthetic consciousness of the consumers, the seven wolves also began to accelerate the pformation of products. While deeply cultivating Chinese traditional culture, they also actively integrated the Western elements into the design, trying to attract more young consumers' attention.

Last August, seven wolves spent 320 million yuan to buy Chanel creative director Karl Lagerfeld, China's operation entity holding rights.

As the creative director of Chanel and Fendi, Karl Lagerfeld is regarded as the master of fashion in the global fashion industry. In China, it is known as "Lord Buddha".

Its brand name covers leather goods, clothing, watches and fragrances. Currently, it has 80 single brand outlets in Europe, North America, the Middle East and Asia, as well as wholesale business in Europe, Middle East and Asia, and has 96 single countries.

KARL.COM.

This shows that today's seven wolf ambitions are no longer limited to the same brand business, but multi brand groups, and through the acquisition of overseas luxury brands to enhance brand fashion positioning.

Diversified upgrading and pformation will become the future development strategy of seven wolves.

The apparel retailing industry is changing rapidly. If the brand wants to share a slice of the market, it needs to have the ability to let your wind blow, and I will remain unchanged.

After seven years of continuous innovation and change, seven wolves already have clear values. Others are afraid that they will not be able to move this cheese.