Open A New Era Of Jacket With New Me

Under the impact of the epidemic, Chinese men pay more and more attention to personalized consumption, and the level of demand has been significantly improved. The change of consumption concept has promoted the domestic men's wear industry to speed up the shuffle, and major brands have accelerated the pace of digital transformation to cope with the impact of market uncertainty. At the beginning of the new year in 2021, as the leading brand of Chinese men's wear Seven wolves Show the new action of touching the net and breaking the circle. On January 27, Zhou Shaoxiong, the chairman of seven wolves, appeared in the studio for the first time, explaining the history of brand development and staging the new year's jacket show, triggering a rush to buy. In the end, the live broadcast ended in three hours, with 600000 online viewers, 167000 comments and 4.6 million online likes.

　　 Realize digital transformation and promote "brand reconstruction"

In the live broadcast of the day, chairman Zhou Shaoxiong "spoke for the brand" and interacted with netizens throughout the whole process. He shared the development concept of the brand and explained it vividly Seven wolves How to interpret the fashion development trend and express the individual attitude of consumers through product design. Netizens have said that the chairman of the board in person is more trustworthy to consumers. The scene also brought the "wolf fans" exclusive gifts, full of sincerity and countless circle fans.

Zhou Shaoxiong expressed the hope that through the live broadcast platform, consumers in the new era can understand more Seven wolves This brand is to understand how the seven wolves in the new era inherit the classics and how to interpret the status and strength of "king of jacket" from various angles with fashion products.

Compared with the first live show with goods, Zhou Shaoxiong paid more attention to the significance of the layout of new retail channels. In his view, the post epidemic era has accelerated the evolution of commercial infrastructure, and traditional clothing brands have ushered in new opportunities brought about by the large-scale application of digital technology and the rapid rise of "virtual channel". Zhou Shaoxiong said: fashion industry, must grasp the pulse of the times, must have continuous innovation, the seven wolves in this respect does not lag behind. Last year, seven wolves followed the trend, actively changed the marketing method, encouraged all staff to speak for themselves, and created a "live + short video" marketing matrix by using live broadcasting and e-commerce business. At the same time, the seven wolves also take each business unit as a unit, the whole staff "builds the foundation", upgrades the individual operation to the team operation, realizes the comprehensive landing of network marketing, and achieves good results. Seven wolf layout digitization has a long history, and this epidemic has undoubtedly accelerated the arrival of change.

　　 Adapt to the changes of the times, excavate users' value needs, and show "new me"

A few days ago, seven wolves launched a new TVC, new me, within reach. As a new brand spirit and connotation extension, "new me" marks the beginning of a new era of "starting with a new jacket" from last year's "defining a new generation of jacket", and forging ahead bravely with the industry status of "king of jacket". Seven wolf will conscientiously do a good job in "one jacket" to create value-added products integrating fashion creativity, digital technology and brand attitude. At the same time, "new me" also reposes the good wishes of the brand, hoping that after the epidemic, consumers can use a new image to show more happy themselves and better face a promising future.

"New me" also highlights the digital process of enterprises and reflects the deep understanding of consumers' new value demands. From the channel digital drive to the user digital drive, seven wolf is advancing the full link digital transformation with an irresistible "attack" attitude. Today, seven wolf has extended digital touch to product design based on consumer behavior and consumption habits. With accurate insight into consumers' aesthetic needs and value propositions, it outputs cultural identity rooted in brand values.

　 The deepening core of wolf culture opens a new era of jacket

With the profound change of the channel, the seven wolf rethinks the traditional operation system. Under the background of fundamental changes in the marketing environment and the rapid rise of new forces in the industry, how to go through the development cycle of the industry is the first problem to be solved by pioneers of clothing industry such as the seven wolves.

Product is king, culture is root. Since its establishment in 1990, septenaeus has been emphasizing the wolf image of the brand. This "wolf culture" is determined in the face of career, gentle in the face of family, and optimistic and positive in the face of challenges. "Wolf culture" is also the spiritual portrayal of seven wolves along the way, from the innovation and development of marketing and business model, to breaking through the bottleneck of the development of local clothing brands, with global influence; from creating Chinese men's wear brand from scratch to building a diversified fashion industry group, seven wolf's brand culture continues to improve and its brand connotation is constantly enriched. It can be said that the wolf culture of "challenging life and never looking back" is not only the attitude of young people more than 30 years ago, but also the life proposition of contemporary young people.

Nowadays, starting from meeting the needs of consumers in different scenes, septenaeus has been deepening the core of "wolf culture" around the core of jacket category, promoting the remodeling of brand value and driving the continuous evolution of organizational ecology. It can be said that the fashion advocated by septenaeus is the cultural expression of keeping pace with the times, highlighting the cultural gene of the brand under the precipitation of time and space, integrating art and aesthetics, trend and feelings. Seven wolf is not only a classic brand, but also a fashion brand recognized by the young people of the times. It is this strong cultural identity that strengthens the possibility of seven wolves creating another successful 30 years.

The past 2020 is particularly special for the seven wolves. The leading men's wear enterprises, which have already passed the age of 50, choose to start again after going through the wind and rain. Active participation in the field of online live broadcasting is not only the epitome of qipilang's multi-dimensional digital matrix, but also the prelude of brand transformation and upgrading. If the past 30 years are regarded as the growth stage of seven wolf's hot-blooded entrepreneurship, then for the seven wolves, which has developed into the industry leader, the goal in the next 30 years is to practice the cultural heritage of building a century old brand of Chinese men's wear.

There is no doubt that the new measures of all staff marketing management, including the chairman of the board of directors, has accelerated the pace of digital transformation of seven wolves. Through two-line integration and two-way empowerment, brand and consumer contact is more direct and efficient. Thirty one years ago, the seven wolves promoted the fashion awakening of Chinese men. Thirty one years later, seven wolves jumped out of the comfort zone and embarked on a new journey of self revolution, demonstrating the innovative power of Chinese men's leading brands in the continuous exploration of fashion and cultural connotation.

In 2021, "new me" as Seven wolves The beginning of a new era of jacket is worth looking forward to.