Zhou Shaoxiong: Talking About The Company'S Strategic Positioning And Brand Building

Chinese men's clothing brand seven wolves announced semi annual report.

Seven wolves rose 973 million in the first half of this year, an increase of 10.67% over the same period last year. Net profit of shareholders belonging to listed companies was 123 million, up 31.12% over the same period last year.

Zhou Shaoxiong, chairman of the seven wolves, told NetEase finance in the Xiamen seven wolves headquarters office: "now the domestic garment industry has passed the era of horse race enclosure. Now the seven wolves now pay more attention to the inner management and the internal brand building of the enterprise, which means that it may not be the rapid growth of the business income.

Now, the main strategy of the company is the construction of the core brand of the seven wolves. In the future, the products will be diversified, diversified and diversified.

Transformation of business mode

Seven wolves in the 2009 annual report has said, the company invested 545 million for the sale of network upgrade projects, project plans in Beijing, Shanghai, Guangzhou, Fuzhou, Xi'an and other regional sales center city development of 20 seven wolf wolf men's living hall, and supporting the expansion of 200 seven wolf wolf flagship store, 600 seven wolf store.

It is understood that seven wolves have opened several living rooms in Shanghai, Beijing, Xiamen and other cities. The living hall is located in the prosperous commercial area, with a single shop area of more than 800 square meters. It combines traditional men's clothing, men's clothing, family clothing, household goods and so on, and takes the construction of terminal channels as a foil to brand connotation.

For the strategy of life hall, Zhou Shaoxiong, chairman of the board, told NetEase Finance: "nowadays, enterprises simply can't adapt to the development of clothing items. For example, a consumer usually does not buy two jackets at a time, but he can choose business clothes, casual wear and home furnishing to meet multiple needs in the seven wolf living hall."

When asked about the current profits of the living hall, he told NetEase finance frankly: "seven wolves are now carrying out a business mode pformation, which is the promotion of the seven wolves brand.

Some shops in the life hall have begun to make profits, and some have not yet made profits.

However, the living hall is a new form of the seven wolves.

Moreover, the life hall will enhance the brand image and brand quality of the seven wolves. This is what we value very much.

At the same time, Zhou Shaoxiong put forward the industrial layout of diversification, diversification and brand diversification.

"The so-called category diversification is that the seven wolves are not solely producing some kind of clothing, but are all kinds of jackets, shirts, trousers and so on. Our life hall has a good embodiment."

He said.

As for serial diversification, he has been exploring.

He told NetEase finance that after the 1990s, seven wolves launched a series of "youth culture" series. According to the characteristics of post-90s, the decoration of these costumes may be exaggerated and personalized.

"Youth Series" is a separate store. Now, it opens 80 to 100 stores in Fujian, and tries to do business.

He has been thinking about building many brands.

For example, the seven wolf wolf clothing now has a series of women's wear and children's wear.

"Like the women's clothing series, the future will do well. It may run a separate brand. She is parallel to the seven wolves brand.

The core idea of the seven wolves is to sell the best quality clothing brand at the most appropriate price.

Zhou Shaoxiong said.

Force direct shop mode

The announcement shows that seven wolves have 299 stores in the first half of this year and 3250 franchises.

According to last year's annual report, there are 220 stores and 3029 agency stores.

Zhou Shaoxiong told NetEase finance and Economics: "the model of franchiser and direct store, we all pay great attention to it."

However, the company will speed up the development of the direct store mode in the near future.

Compared with the environment and facilities of some franchised stores, the store will play a good example.

For the seven wolves straight shop, there is no particular focus on the development of the two or three line cities.

He believes that the first tier cities also have three line lots, such as the outskirts of the city and so on; the three tier cities also have front-line sectors, such as bustling business circles.

"Seven wolves sales network will expand to the new life circle and business circle to attract new consumers' attention."

He said.

He also told NetEase finance that the manufacturing costs of clothing companies rose by 10-20%, due to the rise in rents and manpower costs.

"However, because of the high-end brand positioning, the seven wolves are not very sensitive to price.

We are also accelerating the integration of the entire supply chain, which is also advantageous to control costs.

Therefore, rising costs will not be a factor affecting the development of seven wolves.

In addition to the direct store mode, Internet sales have also developed rapidly in recent years.

"We have worked with Taobao to authorize some shops to sell our clothes, and now we should be the top ten men's wear network sales, and last year sales revenue reached more than ten million."

He said.

Main domestic sales temporarily no merger

Seven wolves 2010 semi annual report shows that foreign sales revenue of 5 million 620 thousand yuan, down 10.9% over the same period last year.

In the 2009 annual report, foreign sales of seven wolves were 12 million, down 44.77% from the same period last year.

Zhou Shaoxiong told NetEase Finance: "at present, the seven wolves are an internal sales enterprise.

This is also the reason why seven wolves continue to grow in the financial crisis.

At present, we mainly do well in the domestic market channel development, brand promotion and so on.

However, they have also begun to strengthen the deployment of overseas markets.

He said, "gradual and steady channel construction and brand promotion.

We have invested in this area, but there is no timetable yet when there will be strong returns. "

He also stressed that our goal is to become China's POLO and sell the world as POLO does.

Now, POLO sells more than $11 billion a year worldwide.

"Now, we still have a big gap with him.

However, we hope to achieve it steadily and steadily.

In addition, for apparel companies to merge foreign high-end brands to enhance their competitiveness, he told NetEase Finance: "we have no merger plan for the time being.

Of course, if suddenly a brand or financial condition is better, we will not exclude mergers and acquisitions. "

"However, no such objective has been found.

We still make the seven wolves a good brand.

He added.