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The King Of Eggplant Ascends To The Top Again

2021/4/23 18:36:00 97

World Service NetworkSeven Wolves


On April 22, 2021, the "2021 (29th) China market commodity sales statistics results conference" co sponsored by China Federation of Commerce and China National Business Information Center was held in Beijing. The conference focused on the theme of "new pattern, new consumption and new driving force", and invited industry experts, business and brand leaders to discuss the development issues of dual circulation pattern and digital intelligence economy.

  

 The king of eggplant ascends to the top again


China National Business Information Center is a senior authority organization that collects and processes market information, analyzes and researches, and provides consulting services for the domestic trade and trade service industry. Authorized by the National Bureau of statistics, it is responsible for the relevant statistical work of the trade service industry. With a deep understanding of the format of the eggplant market segment and the successful practice of digital upgrading, the seven wolf jacket shirt won the double prize of "the first comprehensive market share of similar products in 2020" and "the first comprehensive market share of similar products in the 21st year (2000-2020)". It is worth mentioning that the seven wolf, known as the "king of jacket", has been occupying the top position for 21 consecutive years this year. In the new era of consumption surging to the moment, seven wolf once again won the honor, and was recognized by the authority, which is the best proof of its excellent brand power, product strength and the successful upgrading of its business model.

  

 The king of eggplant ascends to the top again


Ultimate quality control, reshape benchmark

"Focus on the core categories of Eggplant and carry out brand transformation and upgrading. Around the brand culture and market demand, in-depth research and development, constantly bring forth the new, and provide excellent products of the same quality. " As Mr. Yu Ru said in his speech at the conference, as a representative of China's men's wear industry, seven wolves, as a representative of China's men's wear industry, has reached the peak again because of its persistent pursuit of the jacket category and the continuous upgrading of its brand, and has set a new model for the jacket industry with its own actions.

  

 The king of eggplant ascends to the top again


In 1990, seven wolf released the first generation of color changing jacket, which took the double color silk thread which can change with the light and observation angle as the core selling point, and became the head camp of the jacket brand. In the following decades, seven wolf continued to explore the edge of eggplant product quality and innovation integration. The introduction of detachable and washable jacket cotton padded jacket, classic stand collar lattice jacket and double-sided jacket has broken the shackles of jacket products from the aspects of attribute, clothing structure and use scene, which has established its position as the "king of jacket" in the industry.

  

 The king of eggplant ascends to the top again


New products are fine products. It is not difficult to see that septenaeus has a high degree of concentration and professionalism in product R & D and innovation. Over the decades of deep cultivation in the field of jacket, it has created a series of fist products and constantly enriched the product category matrix to create a "eggshell family". In the years of precipitation classic, but also in the trend of the deer. Seven wolf insight into consumer demand, combined with fashion trends superimposed brand wolf culture in-depth research and design, and innovative technology fabric technology, so that it is favored by consumers and many stars.

No matter the "overbearing president" Mingdao, "dream chaser" Bai JUGANG, "honest and unruly" Ruan Jingtian, "tough and tenacious" Zhang Yi, and "sweet and cool boy" Wu Jiacheng, etc., they all choose the spring and summer series jacket of seven wolves 2021. Through these popular male figures with distinct personalities, we can see that they have the same "Mr. jacket" qualities: strong, soft, calm and hard-working. This is the extension of seven wolf's brand spirit of "men are more than one side", and it also depicts the contemporary young male group.

  

 The king of eggplant ascends to the top again


Keep up with the times and create top goods

With the reputation of "king of eggplant", septenaeus is familiar with the law of new consumer market. Adhering to the brand concept of "more than one side of men, consistent character", we combine the spirit of the times and the brand DNA with advanced technology to create top-notch goods that are more suitable for contemporary young men.

Referring to the excellent R & D and understanding ability of septenaeus to jacket products, the newly launched spring and summer series of 2021 is a strong proof. With the theme of "protection and symbiosis", this series aims to give brand-new vitality to the brand concept of "men are more than one side", and highlight the different personalities and background colors of young men. Among them, the double-sided jacket, once launched, has gained a large number of consumption and favor by virtue of multi scene functional fabrics, advanced clothing structure technology and avant-garde natural aesthetic design concept. Whether it is the selection of materials, the integration of diverse elements, or the overall quality control of products, all reflect the rigorous, excellent and avant-garde manufacturing technology of septenaeus.

  

 The king of eggplant ascends to the top again


On the road of continuous innovation and exploration, the brilliant performance of septenaeus has repeatedly won national and industry top awards. With fair endorsement and consumer recognition, septenaeus is in the first place and bears more responsibilities of the industry. As early as 2004, seven wolf, as the only private enterprise, participated in the formulation of "FZ / t81008-2004 jacket shirt" industry standard, and won the special contribution award of the first national clothing Standardization Technical Committee. In the following years, it established the status of industry standard demonstration enterprise. Not long ago, seven wolves once again won the honor of "advanced unit of standardization work" issued by the national garment Standardization Technical Committee and the Standardization Technical Committee of China Garment Association. It is not difficult to find that, while constantly exploring its own development path, seven wolves are also concerned about the upgrading and rejuvenation of the industry, sharing the industry technology with the friendship of progress, and helping the development of China's made and national fashion industry at the same time.

A good product can speak, but the brand power behind the product is still the biggest original power of iteration and innovation. As we all know, septenaeus is striving to move forward on the road of brand rejuvenation. Through the social issues of "multi-faceted men" and new media communication means, the positive values of "new me" are exported through dialogue with the young generation. Online joint foreign brand cross-border, cultural and public welfare activities, continue to make efforts on social platforms and short video platforms. Projects such as "powerful youth in full bloom", "integrated marketing project for animal protection" profoundly reflect the seven wolves' Thinking on the origin of brand values and comply with the spirit of the times and talk to the young generation, Strengthen the brand image of youth.

  

 The king of eggplant ascends to the top again


The metamorphosis of the seven wolves under the double cycle

The advent of the double cycle 2.0 era and the recovery of social consumer goods industry have ushered in a new blueprint for needle textiles. With its keen judgment on the market, seven wolf has developed a unique upgrade path by laying out digital technology and innovative marketing strategy in advance.

The first choice is to take technology as the starting point to promote the digital process of enterprises. Organic use of AI + big data technology, efficient operation of private domain flow pool, data precipitation of interaction between people and goods yard; The use of intelligent shelves, real-time perception of customers' attention to current goods, accurate insight into their purchase intention, tracking consumption data, greatly improves the operation efficiency and service quality of stores.

Compound channel operation method is adopted to build a whole area marketing operation system mainly based on private domain traffic. Based on the matrix mode of "community operation + live broadcast + small program", online grass planting, dissemination and fission are carried out with a large amount of high-quality content such as video and live broadcast, so as to build scene consumption of users and continuously supply blood for the private flow pool of the brand; We will continue to implement the digital new retail transformation strategy of "thousands of stores and thousands of areas" offline, undertake online traffic, realize refined operation of private traffic on the basis of digitalization, accurately obtain and serve users with high matching degree, and bring better experience to consumers.

Seize the "Lighthouse" talents and carry out the talent ecological strategy. By means of top-level design, organizational optimization, talent incentive and other multiple means, we will create a two wheel driven business strategy system of external resource integration and collaborative development and internal fission incubation and entrepreneurship.

Brand power is the reactor of enterprise's endogenous power. Digital upgrading has greatly given the brand more vitality, and the blessing of innovative marketing has made the seven wolves rejuvenate themselves. In the context of the new retail era, septenaeus is committed to establish an emotional communication and contact with target consumers through IP and cross-border and social marketing, so that consumers can understand the wolf culture better. During the epidemic period, it launched "retrograde fighter" series, "nature Guardian" series and cross-border joint brand. On the occasion of the 30th anniversary, cross-border yongpu coffee created a gift box with the theme of "taste of 30 years old", and cooperated with China Youth Daily to focus on the group images of generation Z to spread the mission of wolf sex. The multi-dimensional communication and marketing methods are to convey the deeper connotation of the brand. Through social and young communication, we can get through the emotional resonance with the younger generation of consumers, and show the diversity of wolf culture.

In 2021, chairman Zhou Shaoxiong takes the helm again. While upgrading the core of the brand in a bold way, it also focuses on the scene application differentiation characteristics of the category. Adhere to the operation concept of "product is king", improve the integration ceiling of product and culture, and return to the throne of "king of jacket" with a series of products.

"Reshape the brand strategy and return to the king of jacket". As Mr. Yu said, in 2021, when the whole industry embarks on the journey of upgrading and transformation, the seven wolves of "king of jacket" are ready to face new challenges and opportunities. We have reason to believe that with 31 years of practice and precipitation in men's wear industry, seven wolves will build an iron triangle of innovation with digitalization, new business model and brand culture, catalyze brand endogenous new power, accelerate the process of brand rejuvenation under the positive force of double cycle, and create a brand appearance that can represent "made in China", Set up the industry benchmark of new domestic products, and climb the new peak bravely with the posture of the king of jacket.


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The King Of Eggplant Ascends To The Top Again

In 2021, chairman Zhou Shaoxiong takes the helm again. While upgrading the core of the brand in a bold way, it also focuses on the scene application differentiation characteristics of the category.