Cross-border co-branding has become one of the most popular marketing methods. Whether it's to boost new product marketing, deepen consumers' awareness of the brand, and start a dialogue with a new circle of audiences, cross-border co-branding provides an effective path.
However, how to truly get out of the circle, "cross" out of the new ideas, and "link" out of the level is a challenge that brands must face.
On April 13, the "Seven Wolves Aircraft Carrier Show and 2024-2025 Spring/Summer New Product Launch Conference" was held in Shanghai Oriental Luzhou Aircraft Carrier Park.
This high-tech show was built on the deck of the majestic "aircraft carrier", accompanied by a shocking helicopter opening, and the new products of Seven Wolves were officially unveiled this season, from the core product business travel technology jacket to the commemorative series with the aircraft carrier, all of which integrate technology and fashion, and inspire people's endless imagination of future fashion trends.
This innovative cross-border cooperation has allowed us to see the unprecedented "aircraft carrier show" in the Chinese fashion circle. In fact, Seven Wolves has continued to shine on the fashion stage in recent years, by excavating the cultural characteristics and technological empowerment of different fields, presenting them on new products, making each jacket unique, forming a characteristic product matrix, and building its own competitive advantage step by step.
Empowering fashion with technology
Convey the unique culture of "jacket expert".
Today's national brands are gradually strengthening the "culture" label. The culture mentioned here refers to the spiritual connotation and values of the brand.
In this "aircraft carrier show", we saw that a "giant box" space was built in the center of the show, and its external LED screen presented the majestic scenes of the aircraft carrier marching, aircraft circling, ocean, sky, wind, rain, thunder and lightning, full of futuristic sense of science and technology;
Through the business travel technology jacket released at this show, you can feel that Seven Wolves has once again moved to a new height in scientific and technological innovation. Inspired by navigation technology, the new product adds functional fabrics and designs to meet the needs of consumers for daily urban and outdoor wearing, such as breathable, windproof and rain-proof through the original breathing membrane of Seven Wolves, which avoids the shortcomings of waterproof fabrics for general outdoor clothing that are not breathable, stuffy and heavy, so that the wearer always remains comfortable and dry.
Talking about the cooperation with Kanjian Cultural and Creative, Zhou Shaoxiong, chairman of Seven Wolves, said, "We hope to use products such as business travel technology jackets and reversible jackets to reflect the philosophical thinking of Seven Wolves' brand culture proposition of "more than one side of men", and respond to the issue of building a community with a shared future for mankind in the complex new pattern of the world." ”
"Peace and love are the eternal themes of mankind, and we hope to use the power of brand communication to inspire the public to think about the ultimate demand for peace and sustainable development of the human community." ”
At this point, fashion is no longer limited to a form of clothing, but a carrier that conveys the spirit of brand culture and the "three views".
Redefining functional aesthetics with technology
Product innovation is more than one-sided
China's fashion consumption is in the stage of "stable quantity and improved quality".
On the consumer side, with the diversification and personalization of the aesthetics of young consumer groups, the boundaries of outdoor leisure and commuting styles have been eliminated, and the demand for "products with both functionality and fashion sense" has increased. On the brand side, brands pay more attention to meeting consumer needs, forming core competitiveness through more technological innovation, and enterprises no longer only rely on scale and quantity, but pay more attention to product quality, technical content and customer experience and other all-round performance, across the B2C core stage, and truly determine the brand direction by consumers.
In fact, from design to functional experience, technological innovation is reshaping the rules and positioning of the footwear and apparel industry. Taking Seven Wolves as an example, we should not only emphasize quality, but also focus on design and innovation, and continue to make breakthroughs in technology and functionality to maintain the competitiveness of core categories.
The new products launched by this show deduce that technology and clothing can also have a variety of "+" methods. Seven Wolves is using technology to define functional aesthetics, integrating unique fabrics, functional design and rich and practical detail design into application scenarios, which is an important practice for the brand to practice technology-enabled fashion and lead the innovation of men's fashion.
Whether it is a business travel technology jacket, an air-conditioned jacket, a short-sleeved jacket, or a temperature-changing jacket, they are all based on the principles of fashion, technology and environmental protection, adhering to the concept of sustainability, and using zero-washable, bio-based and biodegradable fabrics to create. While leading the new jacket fashion and comprehensively improving the wearing experience of consumers, Seven Wolves also uses jackets as a carrier to encourage consumers to enter more different life scenarios, so that the Seven Wolves jacket, which has both technology and fashion, has become a way to interpret the value proposition of "more than one side of men".
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In the view of Winshang.com, the cross-border co-branding of Seven Wolves and Kanjian Cultural and Creative is a continuous action made after the brand renewal strategy of "Seven Wolves = Jacket Expert" was launched last year, and at the same time, it continues to consolidate the status of jacket experts through product innovation.
With the implementation of the brand renewal strategy, Seven Wolves has comprehensively broadened the depth and breadth of cross-border on the marketing side, and cooperated with technology IP, national tide IP and internationally renowned designers to create co-branded products with both topic, fashion and value, for example, in 2023, the "Super Car Reversible Jacket" series jointly launched with Italian national treasure designer Aldo Cingolani will reach a new height as soon as it was unveiled at Milan Fashion Week. Through new products, new channels, new formats and new marketing, Seven Wolves is striving to create a new pattern of "jacket expert" brand development.
After the first year
Setting the tone for "high-quality development"
The core product position of the jacket is the fulcrum and blade of the strategic upgrading of the seven wolves, but the breakthrough relies on the brand's active mobilization of overall resources.
Only by maintaining consistency and integrity in the complete link from product development to store sales can we maximize the transformation of brand language into an expression perceived by consumers and occupy a mental advantage.
With more than 30 years of experience in the fashion industry, Seven Wolves has a market-leading acumen in controlling the overall situation. In 2023, Seven Wolves will clearly put forward the brand upgrade strategy of "Seven Wolves Jacket Expert", seize and deepen the subdivision track, and in the face of consumers' chaotic market cognition, the first thing Seven Wolves will do is to open up online and offline retail terminals, so as to strategically output the brand image of "Jacket Expert".
In terms of offline channels, in 2023, we will focus on transforming mainstream shopping malls, increasing the layout of MALL channels, building benchmark stores and strategic stores, and working with Italian designers to build the first jacket flagship store, which will become an upgrade template for the flagship store of Seven Wolves City. Through the adjustment and reform of offline channels, the average store efficiency of Seven Wolves' directly-operated stores will increase by 13% year-on-year in 2023.
In addition to the experiential and interactive code to emphasize the positioning of "jacket expert", Seven Wolves also tries to empower offline retail with innovative online formats and break the limitations of traffic.
It is reported that Seven Wolves has released a new image of jacket experts online and across the board, and adopted different operational ideas according to the characteristics of the platform, breaking through the bottleneck of store traffic through social platforms such as Douyin and Xiaohongshu, and building a cloud retail live broadcast room in the store. In 2023, Seven Wolves' online business revenue will be 1.386 billion yuan, accounting for more than 30% of the total revenue.
According to the latest financial report data, Seven Wolves' net profit for the whole year of 2023 increased by 79%, which is enough to show that its brand upgrade strategy of anchoring the jacket category is effective.
After the "first year" of strategic upgrading, "high-quality development" is still the path that Seven Wolves insists on.
- In terms of product design and development, the brand will continue to focus on the jacket single product track, create new multi-scene jackets, and once again join hands with well-known international designers to expand product styles.
- In terms of brand image, the brand will lay out jacket flagship stores and multi-store patterns in core business districts in first- and second-tier cities, and comprehensively renew its brand image in third- and fourth-tier cities with city club stores as the core. In 2024, Seven Wolves will expand deeply to provincial capitals, and it is expected that nearly 400 new stores will be added across the country. It is reported that Seven Wolves has successfully entered mainstream high-end commercial projects such as Zhengzhou MixC and Guilin MixC.
- In terms of marketing channels, the brand will continue to carry out a series of cross-border cooperation, create a global innovative brand show, carry the annual 100 million-level media resources to spread and invest, and realize the frenzy of the voice of the seven wolf jacket experts.
- Write at the end
The times are developing, and technology empowerment has added more new momentum to the innovation and breakthrough of fashion brands. As a Chinese fashion brand, Seven Wolves' innovative DNA enables it to continuously create dual values of culture and technology for consumers, and constantly consolidate its positioning as a "jacket expert".
The continuous and steady growth of the men's wear market has allowed many opportunities to emerge from the cracks in the market structure, and we look forward to seeing Seven Wolves continue the brand story with more "innovation" in the future, so that the world can see the power of China's fashion.