On April 13, 2024, the "Seven Wolves Aircraft Carrier Show and 2024-2025 Spring/Summer New Product Launch Conference" was held in Shanghai Oriental Luzhou, and the strength of China's leading fashion menswear brand was once again demonstrated. This conference is not only a fashion feast, but also an important milestone in the strategic upgrade of Seven Wolves' "Jacket Experts". The participation of Seven Wolves brand ambassador Wei Zheming, the new generation of actors Na Ran, Wang Ziqi and fashion celebrity Gogoboi Yubo made the scene even more star-studded.
Revenue and profit both increased, and seven wolves set sail anew
A few days ago, Seven Wolves released its 2023 annual performance report. According to the financial report, during the reporting period, Seven Wolves achieved revenue of 3.445 billion yuan, a year-on-year increase of 6.7%, a net profit attributable to the parent company of 270 million yuan, a year-on-year increase of 79.3%, and a net cash flow of 385 million yuan, a year-on-year increase of 59.3%.
Behind the performance growth is the implementation of the brand strategy upgrade. It is understood that since the brand strategy of "Jacket Expert" was clarified in 2023, Seven Wolves will take the men's wear market as the leading and jacket subdivision as the core, and strive to create a new pattern of brand renewal and development through new products, new channels, new formats and new marketing. The business travel technology jacket and aircraft carrier commemorative model unveiled in this show are an important practice for Seven Wolves to practice cultural and technological innovation empowerment.
Zhou Shaoxiong, Chairman of Seven Wolves, mentioned in his speech at the press conference: "China's fashion industry has shown a new paradigm of increasing diversity, efficiency and technology-driven, fashion is no longer limited to a form of clothing, but the integration of technology, innovation and personality. Through this cooperation, we hope to take the integration of fashion and technology to a new level, explore more possibilities for the development of clothing, further consolidate the position of Seven Wolves jacket experts, and lead the innovation of Chinese fashion menswear. ”
The "jacket expert" Seven Wolves is setting sail on the road of brand renewal and upgrading.
Product innovation and upgrading, pay tribute to the power of intelligent manufacturing
On the night of the press conference, Seven Wolves and Shanghai CSSC Culture Media Co., Ltd. jointly launched the aircraft carrier commemorative model, which is inspired by navigation technology, and meets the needs of business travel and leisure in terms of function and technology, while taking into account the attributes of outdoor fashion trends, and the functional features such as ultra-permeable, ultra-waterproof, more wear-resistant, and detachable make it a high-quality and high-performance wearing choice.
Since the establishment of the brand, Seven Wolves has never stopped innovating products in the core category of jackets. The innovative launch of business travel technology jackets, short-sleeved jackets, temperature change jackets and other products, all combined with functional fabrics and high-tech production technology, among which the new material respiratory membrane has been patented, rain-proof and always breathable and dry, breaking through the traditional outdoor functional fabrics rainproof and breathable difficult to take into account the technical barriers.
Focusing on consumer needs, building category awareness and potential energy, and continuing to create best-selling innovative products is an important measure for Seven Wolves to consolidate the brand positioning of "jacket experts".
Gather brand potential energy to promote sustainable development
In the ever-changing demand of the men's wear market, new players, new ways of playing, new styles, and new channels are emerging in an endless stream, and how to meet the "both wants and wants" of consumers while responding to market changes has become a test that industry participants must experience.
According to the data of the National Bureau of Statistics, the retail sales of consumer goods in mainland China will be 47.15 trillion yuan in 2023, a year-on-year increase of 7.2%, of which the cumulative consumption of clothing, shoes, hats and knitting products will increase by 12.9% year-on-year. However, behind the seemingly upward data are consumers who tend to be rational due to the macro environment. Under the trend of cost-effective consumption, fashion brands need to pay more attention to the experience, comfort, and cultural value of products, not only to meet the rational judgment of consumers, but also to establish resonance with consumers in terms of brand connotation and values.
Seven Wolves proposed a brand renewal plan in 2023, bringing the technology symbiosis series of supercar reversible jackets to become popular in Milan. In the view of Seven Wolves, the perception of the brand by new target users needs to change urgently, and breakthroughs and innovation are the key to enduring it. While innovating and changing, "focusing on the original intention and focusing on the jacket" is the business philosophy that has been tested by the market. Taking the jacket as the body and innovation as the wing, truly understanding the needs and changing trends of consumers, and refining the core of the brand is the secret of the precise upgrade of the Seven Wolves brand.
Taking the business travel technology jacket launched by the aircraft carrier show as an example, it not only contains the upgrading and innovation of the seven wolves on the product, but also the same frequency resonance of the life and cultural ideology of contemporary young consumer groups. At the product level, Seven Wolves responds to the real needs of consumers, starting from material innovation and technological optimization, to achieve lightweight, breathability, protection and other properties, to create a product with both fashion and technological attributes;
In the past 34 years of development, Seven Wolves has injected cultural connotation and excellent quality into the times, and because of this, Seven Wolves can achieve "the first comprehensive market share of China's jacket market for 24 consecutive years", and implement the brand's strategic actions with forward-looking adaptability and wisdom, adhering to the original intention and mission, and moving forward on the road of leading Chinese fashion brands to the world. In the future, whether Seven Wolves can uphold the consistent and stable style, integrate the advantages of brand, channel construction, supply chain management capabilities, information management, etc., and realize the brand vision of "creating a fashion industry group with a market value of 100 billion yuan"?