Seven wolves · Zhou Shaoxiong: Locked up to the largest apparel channel

"Seven wolves are not willing to become one of the largest garment manufacturing companies. In contrast, seven wolves have to become China's largest apparel retail and wholesale company."

On August 29, 2007, Fujian Septwolves Industry Co., Ltd. announced that the company’s public offering of shares in 2007 was reviewed and approved by the China Securities Regulatory Commission's issuance review committee. On September 3, which was less than a few days apart, seven wolves' 2008 spring-summer product ordering meeting was held in Xi'an.

"Seven wolves are not willing to become one of the largest garment manufacturing companies," said Zhou Shaoxiong, Chairman of the Seven Plush Wolf. "Compared to this, seven wolves have to become China's largest clothing retail and wholesale company."

Some people may suspect that Zhou Shaoxiong is bluffing, because various media slogans and goals are not uncommon. However, if you participate in an unprecedented ordering meeting for seven wolves, you may feel that what Zhou Shaoxiong said and what he has to do is true.

Unprecedented scale

From Sep. 3 to Sep.8, the Seven Spring 2008 Summer Sale Event was held in Xi'an. Agents and distributors from more than 1,800 people from various provinces and cities across the country took part in the trade fair, including seven francs of franchised stores and direct sales. Stores, flagship stores, shopping malls, counters, and regional distributors.

The crowds attending the ordering meeting crowded with the most advanced exhibition halls in Xi'an, and also set the largest scale in the history of seven wolves.

At the meeting, Zhou Shaoxiong, chairman of Seven Plus Wolf, did not hide anything. He not only announced the 2008 channel's new development plan, as well as the corresponding public relations advertising and policy support, but also invited international professionals to conduct on-site training on the terminal channel. This is in the industry. Maybe rare.

In this unprecedented scale of the ordering meeting, Zhou Shaoxiong emerged from the new strategy of his seven wolves in the northwest: expanding the brand's influence in the local market in Xi'an, and then driving the development of the entire northwestern market.

In fact, this order meeting was the first meeting of the seven wolves held outside Xiamen, and Xi’an’s pivotal strategic position in the entire northwestern market has caused Zhou Shaoxiong to swarm. This also seems to fully demonstrate the determination of seven wolves to break through the limitations of the region, gradually move toward the country, and create professional men's dress consultants.

Qi Zulang’s Assistant General Manager Jiang Zuyu revealed that by the end of September, seven wolves located in the first large-scale living museum in the northwest will be completed and opened in Xi’an East Avenue, which is the largest integrated product exhibition hall in the northwest. The museum's nearly 2,000 square meters of large business area, will accommodate seven wolves of men's, women's, children's clothing, furniture, supplies, accessories and a full set of products.

“With a professional dress consultant, a rich and stylish product line from clothing to footwear, from tie to scarf and other family clothes, the 'one-stop' service will become the future of people's new trend of life.” Jiang Zuyu said.

Channel media

Some people say that channel, as a way for consumers to obtain products and services, is facing an increasingly severe test, and Chinese domestic companies participating in them are all feeling deep pressure. What caused this pressure was not institutional reform, shortage of funds, competition from foreign companies, but increasingly powerful local consumer forces.

Seven wolves have always linked brands and channels closely. Zhou Shaoxiong is concerned about this issue. He believes that the store is the greatest display of brand image, through the store decoration, window and other design techniques to show consumers the concept of merchandise, but also use the store's professional education and training staff to demonstrate corporate culture and business philosophy.

From 1995 onwards, the seven wolves began to adopt the fast circulation circulation method, first changed the wholesale channels into the general agency system, and later created a new franchise monopoly business model. Now, Septwolves raised funds through listed companies to upgrade its sales network, and plans to develop 40 Seven Wolf Men's Living Halls in Beijing, Shanghai, Guangzhou, Xi’an, etc., to host image displays, new product launches, and service demonstrations in the region. Staff training and other functions; at the same time, supporting the expansion of 200 flagship stores and 600 stores.

"There is a clear difference between a group of companies that have grown up in the same period and seven wolves are valued channels," said Zhou Shaoxiong. "Before doing clothing, either doing processing or selling it to the market for sale. Many people are just a simple idea: want to make money. And seven wolves start to be different from others, which also determines the future development of seven wolves. ”

In fact, Zhou Shaoxiong did not limit his attention to the domestic demand channel. “In taking internationalization, each company should have its own characteristics. For example, the best way to establish its own route abroad is to cooperate with foreign countries, develop itself too slowly, and lack experience. We now help overseas. The design and processing of the brand may later help them do foreign sales," said Zhou Shaoxiong.