2018 Net Profit Growth 9.38% 7 Wolves Breakthrough Reform To Seize The Young Market

In the face of the more sophisticated consumer habits and shopping experience of new consumers, clothing and clothing brands are gaining more performance by incorporating more elements of freshness and connotations. Traditional men's wear brands are constantly looking for new directions to break the stereotype of consumers and try to seize the young market with new vigor.

Constantly trying to innovate and attract the younger generation and achieve some success in the men's clothing brand, the seven wolves are more successful.

In the evening of April 3rd, Fujian seven wolf industrial Limited by Share Ltd (short list: 002029 wolves, stock code: 2018) issued the annual report. In 2018, the weak recovery trend of clothing consumption continued, providing support for the growth of seven wolves.

In 2018, the total revenue of the seven wolves was 3 billion 517 million yuan, an increase of 14.01% over the same period last year, and the operating profit was 463 million yuan, an increase of 17.53% over the same period last year. The net profit attributable to the parent company was 346 million yuan, an increase of 9.38% over the same period last year. Among them, the apparel industry revenue reached 3 billion 380 million yuan, up 12.76% from the same period last year, accounting for 96.12% of the total revenue.

Seven wolves have been trying to break through the old thinking and the spanition in the competition, and have a preliminary effect. The seven wolves said that in 2018, they continued to consolidate the main garment industry, deepen the new retail business and continue to push forward the reform and innovation of the retail mode. Based on the garment industry, they also actively promoted the development of investment business in the fashion and large consumption areas, seeking new growth points for their performance.

Channel product integration innovation

According to the analysis of insiders, the growth of the performance of the seven wolves is due to traffic operation. The overall sales and sales of electricity suppliers have increased under the main brand line, which has led to the growth of business revenue and profit in 2018.

In 2018, seven wolves carried out greater efforts to integrate offline stores and online channels to improve channel efficiency. In addition to upgrading the terminal operation system, online offline channels also co-ordinate resources on line and line. Through effective coordination of goods and supply chain, we try to undertake online diversion to achieve effective spanformation of online traffic online.

Online channels, the seven wolves actively expand the social property of new sales channels, from the marketing, commodities and other aspects of the steady promotion of e-commerce business. In this regard, online business revenue in 2018 exceeded 1 billion 400 million yuan (which covered online sales income of needle spinning business), an increase of over 10% over the same period last year.

Personalization and differentiation become the needs of consumers. The seven wolves continue to deeply cultivate traditional Chinese culture and blend the western trend elements. They insist on developing products with cultural attitude and style and attitude towards product development, creating products with tonal and aesthetic characteristics, providing good protection for product drivers and meeting the changing needs of consumers.

In March 2019, the "totem and craftsman East" national totem culture exploration program was launched by the cooperation between the seven wolves and the men's wear Museum. With the "exploration" as the horse, the national cultural treasures were excavated deeply. Starting from the cultural beliefs and dress features of the five ethnic groups of Han, Miao, Mongolian, Yi and Dai ethnic groups, the traditional national culture was presented to the public in a new way in search of totem.

Multi layout of brand investment

As the first strand of homemade men's clothing, the seven wolves have been optimizing their brands since the establishment of 29 years. They strive to reshape the brand positioning, and also hatch new brands to move towards the direction of the fashion industry group.

Wolf wolf totem, "Wolf Totem", is a new generation of luxury fashion brand that combines wolf elements, ethnic elements and popular elements to realize the combination of clothing demand and spiritual appeal of consumers. "WOLF TOTEM" has been on the Milan fashion week for the four time in a row, displaying the Chinese fashion original strength in the international stage. The young wave brand "16N", which was invested earlier, increased the product fullness for enterprises.

In 2017, the seven wolves bought the international light luxury clothing brand "Karl Lagerfeld", and improved and supplemented the brand portfolio of the company, laying a good foundation for creating multi brand fashion layout. Its business mode and format can help the seven wolves to enter the fashion luxury brand operation mode and open up the way to connect more internationally famous fashion brands.

In order to further approach the young consumers, the seven wolves made good use of the "fans economy". Last year, they announced that this is the first season champion of street dance Han Yu and Zhang Hanyu, the powerful actor, as the new spokesperson.

It is worth noting that the seven wolves will further expand the scale of the fashion consumption circle through frequent mergers and acquisitions. In March 2017, seven wolves invested in the weekend pictorial. The modern digital group of Affiliated Companies, the parent company modern communication group, joined the British luxury electronics platform Farfetch, and invested in seven directions to create a multi-dimensional, young fashion group.

The garment industry, which is in deep adjustment and spanformation and development, is constantly facing challenges from all sides. The consumption trend of individuation and high cost performance has also become the demand of the "millennial generation" consumers. The seven wolves will continue to tap the market potential, inject fresh blood into brand enterprises and consolidate their position in the clothing and apparel market.