Seven wolves Zhou Shaoxiong: "The Doomsday crisis" continues to focus on the brand upgrade in the "winter"

“At present, our achievements have not yet been completely successful, but we can only say that the roads last year were right. But to really take this road well, there is still a lot of work to be done, such as the experience of customers in the terminal, the terminal distributors. The standardization of the management system, the unification of all brand concepts and product concepts, etc.” Zhou Shaoxiong, Chairman of the Fujian Seven-Wolf Industrial Co., Ltd., did not have the slightest complacency in the results achieved in the 2012 “deceased winter” of many Chinese apparel companies.

In 2012, although the “end of the world” did not arrive on schedule, this winter was particularly cold for many clothing brands such as Kinba, Li Ning, and Smith Barney. Due to pressures such as high stocks, they are struggling in the “doomsday crisis”.

Data shows that from January to September 2012, China’s 14,328 garment enterprises above the designated size increased by only 10%, a decrease of 3 percentage points from the beginning of the year, and the average level is also below 2011. It was not until October that the Chinese clothing industry finally ended its negative export growth for 13 consecutive months and continued in November of that year.

However, compared to the overall market, the seven wolves did a good job in 2012. Seventh Wolf 2012 semi-annual report shows that its main business grew 24.47% year-on-year in the first half of the year, with a year-on-year increase of 40.61% in net profit. The company's asset-liability ratio fell 9.95% year-on-year, and inventory fell by 23.36%. According to the China E-Commerce Research Center, in the third quarter of 2012, seven wolves brand ranked among the top five men's shirts in Taobao's menswear turnover with a turnover of more than RMB 60 million. The pyramid-type distribution model set a model for menswear brands.

“We sell not only clothes, but also a way of life. Behind the products is culture, fashion and art. At present, consumers’ pursuit of apparel has been upgraded from 'having' to 'excellent', and we not only want to To provide consumers with quality products, but also to provide quality culture, and lifestyle." Zhou Shaoxiong said that focusing on the main business, timely upgrade of the brand, strengthen terminal management, improve efficiency and other factors are inseparable.

It is understood that in order to achieve brand breakthroughs, the seven wolves in 2012 thoroughly promoted the brand upgrade. In March 2012, Septwolves and Huayi Brothers formed a strategic partnership. The concept of “character” first proposed by Seven Wolfs, in August 2012, the seven wolves were formally announced following the preparation for the opening of the first men’s clothing culture museum in China. Upgrading “men's clothing”, Li Chen, Feng Shaofeng, Sun Honglei and Zhang Hanyu were used as spokespersons.

"The road is long and long-term, and I will seek it up and down." Zhou Shaoxiong said that whether it is for seven wolves, or all clothing companies, 2012 has ended, but it does not mean that the crisis will also die. In the future, while garment companies such as Septwolves should promote brand building, they should continue to make efforts in the terminal management and development of new marketing models in order to strive for greater breakthroughs.