The Seven Wolves Are Committed To Upgrading Brand Strategy And Developing In Transformation.

2013, for the changing Chinese clothing industry, this year is a mixed year. It is gratifying to note that with the "first lady" active in the world stage, the world's attention for the first time focused on Chinese clothing brands, and helped the Chinese stock market boom. In the 35 billion sales miracle of the Tmall double eleven war, the clothing brand became a big winner with amazing sales. The worry is that although the clothing industry is showing signs of improvement this year, the overall situation is still not optimistic. The tide of shops closing down the clothing brand line is still continuing, and the brand bankruptcy has also been heard. Observation and interpretation of the difficulties and exploration of domestic clothing brands in the past year may provide a better reference for the development of garment enterprises next year.

For the clothing industry, the dangerous market environment can also become a turning point for brand regeneration. As Zhou Shaoxiong, chairman of the seven wolves, said, "what is most needed in this era is a new perspective to find opportunities for change, and crisis is a turning point."

　　 2013: brand product double construction, explore brand new turn.

Recently, WPP commissioned by Huatong Ming and Lue company launched the BrandZ2014 most valuable Chinese brand 100 strong survey released the results, the seven wolf wolf men's wear list has become China's most valuable brand in three consecutive years. Compared with the general downturn in the clothing industry, the seven wolf wolf men's clothing is also in the whirlpool, but still achieved good results in the same industry. Looking back at the 2013 full year, the seven wolves not only innovate on the road of brand upgrading, but also maintain bold and creative ideas on the basis of consistently high standards in product construction. Looking at this series of effective reform measures, it is indeed a good example to learn from.

In March 2013, China's fashion week, the seven wolves once again joined hands with Huayi Brothers to carry out deep cross-border cooperation and held the "character image" celebrities advanced customization. 6? 1 star crossover design conference. With the Huayi Brothers in depth cross-border cooperation, Huayi star personally participated in the design and show, showing the industrial retro trend of the senior ranking series released. With the series of actions, the seven wolves have stepped out of the game of differentiation in the domestic men's wear industry, making the seven wolves the focus of attention in the Chinese fashion industry, and also writing an indispensable page for China's high-end men's wear industry.

In April 2013, the seven wolves men's clothing was the only designated clothing of the China Film Directors Association. Seven wolves men's clothing for the moderator and many directors tailored tailor-made clothing, their unique temperament and charm and taste style appear most vividly. The seven wolves hold hands with the Chinese Film Directors Association, which not only brings the collision between the film culture and the fashion culture, but also adds the high quality connotation of the cultural field to the brand.

In June 2013, with the exposure of the new season advertising blockbuster, the seven wolves men's wear announced that the famous musician Wang Feng formally joined the spokesperson's team and spoke with William Feng, Li Chen, Zhang Hanyu and Honglei Sun to "character men's clothing". On the basis of the concept of "men's more than one side" character, the seven wolf male dress officially announced the upgrading of the brand proposition and launched the brand new "Chinese style lifestyle" concept. As in the past, the brand concept advocated by the seven wolves is starting from the spiritual and inner level of the audience, to tap their resonance points and feel their concern for lifestyle, fashion and culture. This is also the biggest feature of the seven wolves from other local men's clothing brands. In this regard, Zhou Shaoxiong, chairman of the seven wolves, said: "in the clothing industry, technical differences are generally easy to surpass or copy, and the cultural heritage can be more unique." By advocating "Chinese fashion lifestyle", the seven wolves hope to integrate modern Chinese elements with western modern fashion and pursue a better way of life.

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In August 2013, the seven wolves men's clothing was further sponsored by the brand's "Chinese style lifestyle" through the exclusive sponsorship of "piecing together the whole - twenty-first Century American Quilt Art Exhibition". For a long time, in the development of clothing brand, the seven wolves men's clothing is also committed to promoting the exchange and integration of fashion culture at home and abroad. With this opportunity of sponsorship, the modern American patchwork art will collide with the traditional Chinese national fashion, inject more connotations into the design concept of the brand, and further promote the consensus development of the folk, Chinese and American culture. "Character" held in November. Echoing "the media code", the seven wolves men wear again through Zhang Hanyu, Wang Feng, Guan Hu, the three celebrities spirit representative of the shooting "character". A series of short films on the theme "echo" has added a truly unique interpretation and connotation to the "Chinese style lifestyle" advocated by the brand.

While promoting brand building, seven wolves Men's wear In terms of product development and upgrading of product quality, there is no relenting. At the beginning of the 330 fashion week in China, the seven wolves men's wear hand in hand with Huayi Brothers launched a series of celebrity custom tailored series and star crossover design series, which added an important element to the high-end product line of the brand. The seven wolves brand now has six conventional product lines: fashion business, classic business, life and leisure, children's wear, women's wear and Saint worth. The classic business series is mainly for civil servants and executives. The brand is further close to the consumption needs of the target group by creating noble design details and upgrading classic styles. Mainly for managers, business owners and other people's fashion business series products, in material selection and tailoring stitching work, further enhance the product's texture. The leisure life that meets the needs of men's leisure needs to be boldly combined with the most popular design trends nowadays, and further expand the coverage of consumers through various designs with a sense of fashion. As the cornerstone of clothing brand, product is the most indispensable part of brand development. The comprehensive development of the product line of the seven wolves has laid a solid foundation for brand promotion, brand culture construction and fashion taste upgrading.

Facing the 2014, Seven wolves Men's clothing will continue to adhere to the brand proposition of "Chinese fashion lifestyle", and combine Oriental fashion with western culture while providing high-quality and high-quality products, advocating a brand new cultural spirit and way of life. Through a more pioneering development strategy, it has become the leader of fashion life in modern China. As Zhou Shaoxiong, chairman of the seven wolves, said, western fashion has always occupied the commanding height, and also dominated the way of life in the East. If we want to develop the Chinese style of fashion life, we need to continue to explore. "We still need to train more people who live experience and transform the way of Western expression to Oriental aesthetic mode. In the future, we can look for foreign brands to cooperate in cross-border activities and create new things. In this way, change is still the theme, so as to constantly adapt to the development of the times."

In addition to brand building, Garment industry The strategic layout of the marketing platform is also the top priority. Looking at the situation of the double eleven war this year, we can see that the vigorous development of the electricity supplier has brought a new round of retail transformation under the line, the survival of the fittest and the elimination of the unsuitable ones. 2014 will also be a crucial year for the garment industry to carry forward and deepen reforms. In the face of the general situation of the unbalanced development of the apparel industry on the inside and below the line, the seven wolves will maintain the same supply channels under the online and offline channels, grasp the conjunction point between e-commerce and traditional sales, and gradually explore new business opportunities in the future through practice. On the one hand, we should carry out the business mode transformation, further enhance the product experience display function under the line, promote the strategic expansion and development of stores, and seek more possible development models. Under the premise of laying the foundation of the quality attributes of clothing, we should promote the brand culture construction and the spread of ideas, continue to make the men's clothing industry Kingdom under the strong and strong line, strive to develop the seven wolves to become a more influential national menswear brand; on the other hand, seize the opportunity of the vigorous development of the current electricity supplier, further implement the strategy of developing the strategic electricity supplier, and improve and strengthen the seven wolves electric business system. Integrating traditional channels and e-commerce resources, we will try to implement full channel reform, establish multi-channel integration technologies and applications for multi screen and cross channels, and realize the online, offline interaction mode of point, line and plane in order to create a more competitive men's clothing brand.

Faced with the crisis and the turning point in 2014, many brands have been eager to try their best and the fierce competition in the garment industry will continue. In this big chess game, who can play the role of a strategist and who can laugh at it? Everything is undecided.