How do seven wolves have a "soul" clothing brand?

Seven Septwolves Industrial Co., Ltd. Chairman Zhou Shaoxiong

"Costume is a soulless, we want to be able to reflect the lifestyle and values ​​of the brand, our products only have a soul." Seven Shaolin Industrial Co., Ltd. Chairman Zhou Shaoxiong this interpretation of the company's new round of brand cultural innovation.

In 2010, the development environment of China's garment industry was complex and changeable. The seven wolves whose products have been mainly sold domestically, while avoiding the turbulence of the international financial crisis, have had to face high domestic inflation pressures. In the critical period of the transformation of China's garment industry, a series of fashion films and TVC series released by seven wolves caught the attention of the industry. The five leading domestic mascots expressed the brand-new cultural connotation of “man more than one side” by interpreting mature, elegant and open-minded men.

China's garment industry will enter the era of restructuring under inflationary pressure

Xinhuanet: In the face of the impact of the international financial crisis, the seven wolves have not only not been affected, but sales have increased dramatically. But now, with the rise of domestic CPI and PPI, and rising production costs for raw materials, rents, and labor, will the seven wolves feel pressure on them, and will they drive up garment prices? Does this mean a new round of reshuffle in the industry?

Zhou Shaoxiong: We have now obviously felt inflationary pressures, but this is an industry one. The increase in cotton prices this year has led to a rise in production costs. Before the increase in labor costs can also be digested by other forms, raw materials are now rising too much, causing clothing prices to follow up. For us, this may be a new round of opportunities. The business turnover is pushed up, but it is hard to say if the profits can be increased simultaneously. After the price is pushed up, consumers' affordability will not be reduced. This depends on how strong the firm's pricing power is. We focus on the diversification of the brand, so the pricing space will be relatively large. Many of our customers are loyal to the brand and have a relatively low sensitivity to prices at the time of purchase.

Xinhua: China's garment manufacturing industry is currently facing greater challenges, many companies are improving product added value, through the increase of design elements to enhance competitiveness, how do you view the transformation of China's garment industry?

Zhou Shaoxiong: After the financial crisis in 2008, the entire market was changing, and the world economic problems had aggravated the restructuring of the domestic market. Upstream companies such as fiber and cotton have made a lot of money this year, and the promotion of capital power has enabled many companies to obtain venture capital, which has brought more entrepreneurs into the market. This is a time of reorganization, with many uncertainties, but the most important point is to keep up with the consumer's experience and feelings. This depends on whether the company's core is good or bad, and whether it can discover and create consumer demand in a timely manner. In addition, with the development of technology, new marketing models such as mobile phones, the Internet, and the Internet of Things have emerged. Enterprises must keep up with the times, otherwise they will lose this market.

Xinhuanet: Since you started promoting brand promotion and enterprise transformation in 2008, what are you most satisfied with in the process? What is the most dissatisfied?

Zhou Shaoxiong: What is most satisfying is that the company's terminal operation system has been transformed. It was originally based on personal spirit to promote enterprise development. Now that we have established a team-driven mechanism, digital and information system construction has entered the application stage, while introducing more professional person.

What is unsatisfactory is that the terminal implementation has not yet reached expectations, and the current terminal's performance cannot fully present its own strength and competition ideas. Therefore, the project terminal needs to complete the upgrade and upgrade as soon as possible next year. We hope that the terminal can fully display the product series and first-class service quality, and upgrade and maintain the brand image. The original terminal agents operated independently and lacked a strategic understanding of the company. We now need to classify the distributors in a unified plan and train them in a unified manner. We must truly implement the brand experience work.