Seven Wolves: "Cultural Brand" Wins the World Market

"Seven wolves do not start with the concept of factories, we are more concerned with the cultural brand." This sentence seems to be old tune new bombs, but in the current situation of the domestic clothing industry is getting colder and darker background, Fujian Qipianwo Industrial Co., Ltd. Zhou Shaoxiong’s reflection on the brand building of the Chinese clothing industry is even more thought-provoking.

Clothing export season is not busy

According to the usual practice, August is the peak season for apparel exports. However, in August this year, the export-oriented Chinese garment industry was not comfortable. Not busy season, has become a common view in the industry.

According to relevant data, from January to August this year, China’s clothing exports only increased by 2.6%, and even a single month’s exports showed a negative growth of 1%. In addition to the substantial increase in the profits of domestic branded apparel such as Meibang Garments, Seven Plush Wolf and Annunciation Bird, the actual profit of other Chinese textile companies up to two-thirds was only 0.62%. The creation of independent brands and the transfer of design and circulation have become an inevitable choice for China's textile industry.

Analysis of Metersbonwe, Seven Penguins, and Annunciation Bird, the three major domestic brand apparel retail listed companies in the first half of 2008, can be seen that the increase in sales revenue and net profit is mainly due to the strengthening of brand building and sales channels. expansion. Among them, the increase in the price of products brought about by the increase in brand added value has a particularly significant effect on the income and profits of listed apparel apparel companies. In the first half of 2008, Septwolves’ operating revenue increased by 151.6% year-on-year, and net profit increased by 190.45% year-on-year.

The new profit growth point shown by brand building is a bright light in the depression of China's garment industry. At the same time, the intensified competition in the domestic market has also made the Chinese apparel industry realize that it is far from enough to start brand awareness in the country.

“The previous product export was called the product brand, not the brand. Our current brand includes the foreign brand, basically called the cultural brand.” Zhou Shaoxiong believes that the domestic apparel industry brand's export has only just begun, and this brand's export, selling point It should be "culture". Facing the pressure of increasing labor costs and raw material costs, we should take the cultural value route to improve profitability.

“We are now encountering a lot of merchants who were previously well-designed abroad, got their production in China, and then sold back in their channels. Now more is being designed in China, which means that China’s design power and creative power China’s cultural influence is on the rise.” Zhou Shaoxiong said that the concept of such a cultural brand does not come out of thin air but is a choice made by the market demand for the Chinese garment industry.

Advance global layout

According to the 2006-2007 China Garment Industry Development Report issued by the China Garment Association, the period of 2007-2008 is an unusual period of development for the Chinese garment industry. The apparel industry has entered the industry, brand, business, culture, society, and resource values. The system of business rules and social responsibility operates in an era of competition. In other words, the old Nikko that wins with low cost is gone forever.

Although not yet developing large-scale overseas markets, Zhou Shaoxiong has planned to lay out the world in advance: “The future market will not be just the Chinese market. Chinese culture will inevitably affect the world, so I’d like to lay it out as soon as possible, and with the world’s oldest fashion kingdom. Docking."

In fact, the seven-wolves' international brand awareness has long been awakened. As early as in 1993, the trademark “Seven-wolves” was registered in more than 30 countries and regions in the world. But the brand's international connection is not only the trademark, but more importantly, the cultural value can break through the cognitive barriers of consumers.

“We want to make apparel acceptable to consumers. Then we must have a reflection on the international outlook, so that there will be products that meet the cultural concept of the international outlook. We are now the center of description of the life style and the core of the development of men's clothing. The concept extends to the whole family." In Zhou Shaoxiong's view, the promotion of the international image of Chinese clothing brands and internationalized operation practices, quickly adapting to international fashion, and communicating and integrating with international culture or lifestyle is The challenge for the survival of Chinese clothing brands is inevitable.

Not long ago, the seven wolves caught the attention of the industry at one stroke - together with London, the host city of the next Olympic Games, to create the London Seven Septwolves Fashion Night. London, as the global creative capital, is obviously one of the best entry points for Chinese fashion brands to implement international investment and development strategies. Seven wolves are also looking at this point, hoping to embark on the journey of international investment.