From the spirit of craftsmanship, to the spirit of spaceflight, to the spirit of the Olympic Games, the rise of a great power has released the cultural self-confidence of the Chinese nation that has been suppressed for a long time. With the increasing sense of national identity and cultural self-confidence, domestic brands, with the blessing of local cultural attributes, with the help of a new round of Internet iterative upgrading and many other catalysts, the consumption boom continues to rise.
Under the intertwined situation of the rise of domestic products, the ups and downs of the epidemic and the explosion of Internet marketing, China's garment industry has accelerated its reshuffle, and the competition in the same industry has become increasingly severe: on the one hand, a large number of niche emerging brands have risen with the trend and entered the fast lane of the development of the garment market by seizing the new dividend window. On the other hand, the industry's leading brands have gone through a big wave of sand and sand, and under the premise that their quality and emotional value have been recognized by the market, they have taken advantage of the situation, embraced changes, and accelerated transformation and upgrading.
Seven Wolves, as a pioneering brand in China's men's wear industry that has been established for 33 years, is undoubtedly a typical representative of the industry's top brands. In the past 33 years, the seven wolves have thought and worked hard between persistence and development, brand and product, rejuvenation and new ecology, showing its strong endogenous power as a domestic clothing brand.
Return to the core category, bloom the "light of domestic products" again
In the 90s of the last century, the first generation of seven wolf jackets - color-changing jackets turned out to be born, once listed in Beijing, Shanghai first caused a sensation, and then sold well in the north and south of the river, seven wolf jackets thus became the first generation of "light of domestic goods". Subsequently, from the dismantlable washable split functional jacket launched in 1993, to the plaid jacket in 1995, and then to the masterpiece double-sided jacket in 2007, the continuous popularity of the seven wolf jackets laid the industry status of "the king of jackets". Today, it has won the first place in the comprehensive market share of China's jacket market for 21 consecutive years.
In the face of the complex market environment changes under the epidemic of the century, the seven wolves chose to base themselves on the present, focus on core categories, return to products and services, and be a Chinese brand with an attitude. In 2021, Seven Wolves launched the "China Jacket" development strategy, excavated and discovered cultural concepts and product advantages that are more in line with fashion needs, and focused on creating a "China Jacket" business card.
In the same year, Seven Wolves pioneered the establishment of the "Seven Wolves China Fashion Jacket Fashion Trend Research Center" in conjunction with a number of official institutions including the China Fashion Designers Association, which is led by the fashion jacket trend and unites the design strength of global designers to explore the perfect combination of fashion jacket popular aesthetic elements and functional technology products.
In March this year, jointly launched by Seven Wolves and the China Fashion Designers Association, the first "White Paper on Chinese Fashion Jacket Fashion Trends" will be released at the 2022 Autumn/Winter China International Fashion Week. The "White Paper" was carefully polished by the top domestic art and design schools and the award-winning designer team of the "Golden Top Award" of Chinese fashion design for nearly a year, deeply analyzing the development of jacket fashion trends, analyzing the consumption attitude and fashion spirit of Chinese, and arousing strong concern in the fashion industry before it was released.
Based on the cultural connotation, su Bingtian held hands to highlight the spirit of wolf nature
In the current Chinese garment market, with the continuous release of the consumption power of the younger generation, their domestic feelings directly affect their consumption habits. The domestic brands they believe in have gradually become brands with cultural self-confidence, brands that can interact with them more and understand their preferences.
Driven by this context, how domestic brands tell the story of domestic products has become a good way to continue the brand development cycle. This path coincides with the new brand strategy proposed by Seven Wolves: a cultural strategy rooted in wolf struggle, a cultural strategy to tell a good Chinese story with fashion, and a strategy to explore the rejuvenation of fashion and popularity.
As the earliest brand in Chinese garment enterprises to attach importance to the construction of brand culture, Seven Wolves is very clear that brand spokespersons are not only representatives of brand culture, but also an important dialogue medium for communication with consumers. How to clearly and intuitively output the spiritual expression held by the brand in this dialogue, the choice of spokesperson is particularly important. In 2021, Asian flyer Su Bingtian set a new Asian record in 9.83 seconds, creating a new Asian record, and has become a "new top stream" sought after by the younger generation, connecting the enthusiasm of national sports and national pride. More importantly, his spirit of striving to forge ahead and constantly breaking through himself is highly compatible with the entrepreneurial spirit of challenging life and never looking back that Seven Wolves have always advocated. Su Bingtian, the brand spokesperson of the Seven Wolves official announcement, made Su Bingtian's Chinese speed boost the brand strategy upgrade of the Seven Wolves into the "fast lane", pushing the "wolf spirit" to a new height.
Adhere to innovation and change, and seize the domestic brand track
The epidemic has pressed the fast-forward button of industrial digital upgrading, and clothing has gradually upgraded from functional products to products with strong social attributes, which is a social tool to show the attitude of life. Therefore, brand culture has become a magic weapon to obtain consumer loyalty, without cultural brands, in the fierce competition in the market, it is difficult to leave a memory anchor in people's hearts.
Based on brand culture, in the new era of consumption upgrading, continuous user insight and innovation iteration are the source of brand development. Based on this, Seven Wolves has taken the initiative to change and spared no effort in product structure optimization and channel structure upgrade.
In terms of product structure, Seven Wolves continues to increase research and development efforts, adhere to the attitude, quality of the product: adhere to the inheritable wolf DNA, maintain the coherence of brand style and recognition; develop a new era, the new generation of young customers, the launch of young and fashionable series of products; re-integration of upstream and downstream resources, in every link through the concept of sustainable development, to take a positive step towards the new ecological traffic circle. In the process of product reform and innovation, with consistent product quality and brand attitude, we will seize the domestic brand track.
In addition to making sufficient efforts in products, in terms of channel structure, Seven Wolves adjusts the traditional agent system, accelerates digital transformation and upgrading, actively lays out omni-channel new retail development, and embarks on the road of remodeling brand vitality through the marketing trajectory of becoming younger, scenario-based and attitude-oriented: around live broadcasting and social platforms, comprehensively expand emerging channel businesses such as Xiaohongshu, WeChat Mall, and Douyin, carry out a series of marketing, highlighting the brand tone with wolf culture as the spiritual core. Successfully crossed the margin between the innovative integration of high-quality design of jacket products and marketing strategies, and laid out a new highland of brand voice in one fell swoop.
Clothing leads the rise of national brands and promotes the surge of national tides, and China's fashion industry is showing a new atmosphere and trend. As the leader of Chinese fashion jacket, Seven Wolves is constantly exerting the spirit of wolf nature, with continuous product innovation and digital marketing reform, blooming brand culture charm, and renewing the "light of domestic products" in the name of "Chinese jacket".