Zhou Shaoxiong, Chairman Of Fujian Seven Wolves, Tells The Wolf'S Thinking In The Cold.

< p > if you give the industry a riddle, "Min Pai" a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > "entrepreneur", because of its brand, is often referred to as "wolf king" - I believe ten to one will immediately tell the answer: Zhou Shaoxiong.

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Like P and most of the merchants in Fujian Province, Zhou Shaoxiong started her career as an entrepreneur for a long time. She started a target= "_blank" href= "//www.sjfzxm.com/" and "dress /a".

In the past 20 years, we have been shopping in the mall.

And the market environment he faced has also undergone tremendous changes. Over 20 years ago, due to the low raw materials and labor force, China quickly became the world's garment manufacturing center. People focused on products more than brand names, and clothing enterprises competed vigorously. Over the past 20 years, the new rich class appeared in large numbers, consumers began to attach importance to quality of life, and brand became the key.

At the same time, after decades of development, the industry has entered a period of weakness, resulting in higher labor costs, overcapacity and homogenization.

Especially since the beginning of October 2011, the situation of China's clothing market has changed abrupt. Many garment enterprises have been stagnated in sales, and their stocks have surged.

Among them, sports brand is the most serious.

People exclaimed: China's clothing industry has entered "cold winter".

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< p > a industry insider who doesn't want to be named is bluntly bluntly: "the money of the former clothing enterprises is too good to make money. We should make good products, play TV advertisements, find a few stars to do endorsements, find a good dealer, and then we can collect money on the spot.

Now this situation is gone forever. "

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< p > < strong > on the backdrop of the slowdown in the growth of Chinese clothing consumption, the seven wolves are against the trend.

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< p > data show that in 2011, when a href= "http://sjfzxm.com/news/index_c.asp" > garment industry < /a > encountered "Waterloo", the net profit of the seven wolves in the same period was 410 million yuan, an increase of 46% over the same period, and the growth rate was 7 percentage points higher than that in 2010.

In October 2012, the seven wolves released the annual report results, with a net profit of 536 million yuan to 618 million 460 thousand yuan, with an increase of 30% to 50%.

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< p > < strong > > a href= "http://sjfzxm.com/news/index_f.asp" > seven wolves < /a > how to deal with the "cold" situation? < /strong > /p >

< p > "2012 is the end of a brand's development of the old business model.

Previously, most clothing brands attached importance to business models and channel models. Although they also made brands, they tended to focus on "business" rather than "brand".

These paintings ended on 2012. "

In an interview with reporters, Zhou Shaoxiong said so.

"In the industry generally low-key 2012, seven wolves have not reduced their investment in marketing and brand promotion, the overall level is flat with 2011."

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< p > behind the performance of the seven wolves, Zhou Shaoxiong realized the problems faced by Chinese clothing enterprises early and began to make a careful attempt to break through the brand.

In December 2012, Zhou Shaoxiong and Chyi Chin told reporters about the "wolf nature" thinking in the cold "the first" annual awards ceremony of the personages and celebrities ("seven wolves" jointly held by the men of bazaar), such as Chyi Chin and Fan Bingbing.

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< p > < strong > "fashion circle" behind < /strong > /p >

< p > a change: in 2011 and 2012, Zhou Shaoxiong appeared in China's entertainment circle and fashion circle in his "seven wolves". On his certified Sina micro-blog, Wang Zhongjun, Wang Zhonglei brothers, Huang Xiaoming, Li Bingbing and other entertainment stars were interrelated with each other.

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< p > Zhou Shaoxiong explained: "we must guarantee the influence of the seven wolves in the high-end crowd. We must interact with this crowd and re occupy some discourse power through the brand pformation."

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< p > March 2012, seven wolves holding hands Huayi Brothers, launched the high-end custom series, and released it at the China International Fashion week. In April 2012, it joined hands with the Chinese directors association to participate in the annual commendation and selection activities. All the directors were dressed in seven wolves at the various activities. In July 2012, the seven wolves announced the upgrading of the "men's dress". They invited William Feng and Li Chen to be the new spokesmen, together with Zhang Hanyu and Honglei Sun to publicize the brand connotation of "men are more than one character consistent".

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While P promotes brand upgrading, the seven wolves are also making continuous efforts in upgrading products.

At present, the seven wolves include black label, red label, green label, blue label, children's wear, women's wear and Saint worth's seven products.

Zhou Shaoxiong said that for Saint worth's high-end brand of "golden tower", the seven wolves are "dormant" waiting for a better time to strike.

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< p > these actions have aroused some doubts: how much profit can advanced customization bring? Is it appropriate to do this "burning money" in cold winter? The fashion circle is far from the brand positioning of the seven wolves.

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< p > in the face of doubt, Zhou Shaoxiong thought more deeply and answered the reporter's question quite frankly.

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< p > "we have always insisted on providing the most cost-effective brand for Chinese men.

This is our cornerstone and has never wavered. "

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< p > "what is the highest price performance?" first, the brand must have a high-end world outlook and closely integrate with the mainstream culture; second, product design and other quality elements are in line with the trend of the world; third, it is in line with the changes in the income of the Chinese consumer groups.

This is the Chinese clothing brand should have some space.

He gave an example: "compared to the foreign price of 10000 yuan" a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a >, the quality of local manufacturing is exactly the same, the product's popularity sensitivity and design elements are not lost to it, the price is only 3000 yuan.

How much do you think we Chinese need together? "< /p >

< p > clothing brand (as long as it is not a popular fast fashion brand for students), we must create a high-end image for consumers, and bring people a concept and a new way of thinking.

Therefore, in brand promotion, we must have a high level of thinking mode, so that consumers will agree.

Then they choose the right clothes according to their brand performance and their income level.

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< p > "therefore, we believe that the brand must show its thinking ability, planning ability and influence in the high-end cultural position."

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< p > Zhou Shaoxiong said, "our goal is: first, we must constantly break through the business performance; the second is to make the seven wolves brand well, keep pace with the times and maintain the guidance in the men's wear brand; third, we can sponsor or invest in some new a target=" _blank "href=" //www.sjfzxm.com/ "> designer /a > brand and personalized brand.

I think the future will be an era of coexistence of big brands and personalized brands.

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< p > < strong > channel control power < /strong > /p >

< p > channel management and control is an eternal topic.

In the industry, the seven wolves implemented the agent system earlier, and the early effect was very outstanding.

But as time goes on, the mode of "wholesale" is lagging behind: does the commodity sell well to the terminal? How does the customer experience?

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< p > "seven wolves" is not fashion for fashion. The brand should form a system with the store and service system to guide people's culture and lifestyle.

This is a very detailed systematic project. "

Zhou Shaoxiong said.

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< p > a major move is: in 2012, seven wolves carried out the strategy of "wholesale to retail", set up a "retail oriented" management system, formulated and implemented corresponding measures according to the product subdivision channel category, made efforts to carry out rectification of terminal stores, enhanced the image of terminal stores, strengthened the operational analysis capability, real-time monitored terminal dynamics, and improved the efficiency of terminal stores.

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< p > in addition, the seven wolves also continued to improve the retail operation support system, increased support for franchisee's retail operation capability improvement, promoted standardization processes and plans, and promoted the smooth pformation of "wholesale" to "retail".

While trying to promote endogenous growth through upgrading store efficiency, we continue to improve the channel layout and expand sales terminals.

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< p > "the seven wolves have been constantly adjusting in the past few years. In the past, the era of simply encouraging shops and promoting sales of consumers through advertising has come to an end."

Zhou Shaoxiong said that in the future, the seven wolves will change from the sales mode, rely on brand strength, market trend and their own service strength, promote the combination of brand resources, and invest more in agents, distributors and salesmen.

For example, start the "elite shop manager" training program: select 20 elite shop managers from 4000 stores in the country, spend millions, and learn advanced terminal retail management concepts abroad.

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< p > Zhou Shaoxiong also pays more attention to the development and influence of the first tier cities.

"Front-line market is to create brand influence" highland ".

In the first-line market, we must have our own voice, and then radiate the voice to the two or three line and the following market.

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< p > store mode open at the same time.

In order to make consumers more intimate with this experiential marketing, the seven wolves have invested 545 million yuan for the sale of network upgrade projects. The project plans to develop 20 seven wolf wolf men's living centers in Beijing, Shanghai, Guangzhou, Fuzhou, Xi'an and other regional sales center cities, and also expand 200 seven wolves flagship stores and 600 seven wolf stores.

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< p > it is reported that the seven wolves have opened several living rooms in the downtown commercial district of Shanghai, Beijing and Xiamen. The single store area is more than 800 square meters, combining traditional, male clothing, family clothing, household goods and so on.

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< p > however, for such a large shop, if we can not pull a large number of sales, we will bury certain hidden dangers.

In this regard, Zhou Shaoxiong told reporters: "some of the shops living shops began to profit, and some have not yet made profits.

However, the living hall is a new form and exploration of seven wolves, which will enhance the brand image and brand quality of the seven wolves. This is what we value very much now.

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< p > < strong > Pyramid structure electricity supplier < /strong > /p >

< p > June 2008, the seven wolf began to open its official flagship store in Taobao.

Today, the seven wolves have opened 5 flagship stores in Taobao, Jingdong, Tencent, Coba, shop 1 and other platforms, and are considering entering suning.com, Dangdang, Amazon and other platforms.

In addition to direct business, the seven wolves also have a large number of network dealer teams. They distribute in most channels of the whole network marketing, cooperate with the official flagship stores, and form an electric business wolf pack.

Zhou Shaoxiong told reporters that the figure reached 8% in 2012.

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< p > according to Zhong Tao, director of the electronic business center of the seven wolves, the traditional clothing enterprises do most of the three needs: first, the electricity supplier Capitalism (i.e. large-scale production, then use interest to make money); two, electricity supplier brand theory (it always wants to create a brand, but this mentality will make the enterprise very tangled, want to do business, and want to guarantee certain quality and price); three, the profitability of electricity providers (as long as money can be).

And the seven wolf's first location is very simple, that is, the profitability of e-commerce, adhere to pragmatism, the role of the e-commerce is regarded as a marketing channel.

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< p > initially, according to the logic of the seven wolves to do business, more than 90% are selling stocks, that is to say, reducing the plan of opening factory shops under the line, giving priority to a large number of inventory for the sale of electronic business.

This makes the inventory problem of seven wolves well solved.

The fact is that in the first half of 2012, the number of seven wolves dropped by 38% in the same period.

Compared with those companies that are very much troubled by high inventories, the seven wolves promptly lightened the burden.

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< p > at present, the seven wolves have their own network channel system: the flagship store, the large dealer, the exclusive store and the factory store (the Oteri J mode) mix and match, becomes the Pyramid structure.

In the face of such a huge ecological chain, how do seven wolves better co-operate online and offline? < /p >

< p > Zhou Shaoxiong gradually summed up his own experience.

In its view, online and offline is a process of mutual reference and integration.

Offline should learn from online instant information, and online should be a timely and effective sales channel.

According to Zhou Shaoxiong's management principle, monthly management, monthly and annual reports can be seen in line management, while online management relies on daily, weekly and monthly reports.

This means that the timeliness of online management is stronger, but the management method is consistent.

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< p > "the future direction is integration.

Online can be a support for offline services, and offline sites can provide service sites for online, enabling online and offline sharing of interests.

Zhou Shaoxiong does not think that the electricity supplier must fight the price war. "Although there are overlaps between the online and offline consumers, there are still some differences.

Therefore, we should first integrate gradually and gradually open up.

What we need to do is to reduce the gap between the two price systems. "

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< p > and for the development plan of the electricity supplier, Zhou Shaoxiong told reporters: "I do not want it to develop too fast.

I want it to be in line with the line and interact with it. "

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