Seven Wolves 2018 Revenue Growth Double Profit Growth In The Future Will Continue To Force Multi Brand Strategy

In April, Fujian seven wolves industrial Limited by Share Ltd (hereinafter referred to as "seven wolves") announced its annual report in 2018.

The report points out that in 2018, the total revenue of the seven wolves was 3 billion 517 million yuan, and the operating profit was 463 million yuan. The net profit attributable to the parent company was 346 million yuan, up 14.01%, 17.53%, 9.38%, respectively.

The seven wolves were founded in 1990. As one of the leading enterprises in China's men's wear brand, the seven wolves have always had a high brand awareness and influence in the men's wear industry.

In 2018, the seven wolves continued to deepen the new retail business, starting from the needs of customers, returning to the essence of business, focusing on customer value and promoting strategic landing.

On the one hand, we should continue to work hard to consolidate the main garment industry and steadily push forward the reform and innovation of the retail mode. On the other hand, based on the garment industry, we should actively promote investment related work around fashion and large consumption areas.

According to the annual report data, the total performance of the seven wolves in 2018 was steady, with a total revenue of 3 billion 517 million yuan and a net profit of 346 million yuan attributable to the parent company.

According to the industry, in 2018, the clothing business revenue was 3 billion 380 million yuan, accounting for 96.12% of the business revenue. In the sub regional perspective, East China was 2 billion 198 million yuan ahead of the rest of the region, accounting for 62.48 of the total revenue.

The seven wolves are mainly engaged in the design, production and sale of "seven wolves" brand men's clothing and needle spinning products. The main products include shirts, Western-style clothes, trousers, jackets, knitwear and men's underwear, underwear, socks and other knitted products.

In recent years, the seven wolves began to actively develop new brands with their own Incubator + investment and acquisition mode.

Up to now, besides the main item "seven wolves" products, the brand of the seven wolves also includes "16N", "Wolf Totem" (Wolf Totem) and international light luxury brand "Karl Lagerfeld".

The report points out that in 2018, the seven wolves continued to promote the incubation and cultivation of "Wolf Totem" to enhance product fullness.

On the development of "16N", in 2018, seven wolves on the one hand optimized their original business and tried to expand the franchise channel; on the other hand, they set up various incentive plans for 16N, covering management and terminal staff, and at the same time exported experienced management team to supplement the original operation capacity.

As the first attempt of seven wolves to enter the field of international light extravagant clothing, seven wolves invested in the "Karl Lagerfeld" project in 2017 and completed the project delivery in December of the same year.

During the reporting period, the seven wolves promote the integration of different business modules and optimize the business mode of "Karl Lagerfeld" to make it more pragmatic and more landing.

In addition, the seven wolves also optimized the sales terminal of "Karl Lagerfeld" to make it more suitable for the needs of consumers in Greater China.

The report also pointed out that at present, the relevant new brands are still in the initial stage.

In the future, the seven wolves will continue to strengthen the cultivation of new brands, and strive to promote the steady development of new brands, and to build blocks for fashion industry groups.

In 2018, the overall operational efficiency of the channel was still the focus of the construction of the seven wolves.

During the reporting period, the seven wolves carried out greater efforts to integrate offline stores and online channels to improve channel efficiency.

On the lower side of the line, the seven wolves will co-ordinate the resources of regional agents and distributors, effectively extend the management of antennae, improve the management of the staff, supply dispatching and store image, promote the upgrading of the terminal operation system, promote the standardization of the terminal, and improve the terminal management level.

Co ordinate store resources, make use of mature management system and information technology, and adopt big data to evaluate new stores, so as to achieve accurate matching of new stores.

At the same time, we use data analysis to match and pform existing stores, and match existing stores with reference to new product positioning, new format strategy and new space image.

Coordinate online and offline resources to achieve effective conversion of online traffic online.

On the online side, during the reporting period, the seven wolves electric business departments on the one hand focused on changing the rules and restrictions of the major platforms and the problem of reaching the top of the traffic volume. On the other hand, they actively expanded the new sales channels of social property, and established the direct selling and distribution business of the official website through social programs.

At the same time, we should steadily push forward the business of e-commerce from marketing, commodities, vision and services.

Thanks to the efforts of the electricity supplier sector, the online business of the seven wolves continued to grow in 2018. The total online revenue reached over 1 billion 400 million yuan (including online sales of needle spinning business), an increase of more than 10% over the same period last year.

The report points out that in 2019, the seven wolves will continue to optimize the layout of stores, optimize and upgrade the channel structure, promote the upgrading of store efficiency, vigorously develop e-commerce business, continue to integrate online and offline, and realize the integrated development of online and offline businesses.

At the same time, we should continue to make efforts to multi brand strategy, and steadily push forward the attempt to brand new brands represented by "Wolf Totem" and "16N", and constantly adjust and optimize products according to the performance of terminals.

Efforts to promote the landing of Karl Lagerfeld business plan, stimulate the brand development potential through the operation of the retail field and the authorized domain, thus opening the window for the seven wolves to go to the market wide and light luxury clothing field.