In 2012, it is not the last days, but also the end of the world. In particular, the garment industry that has entered the "winter" is difficult to breathe through pressure from the trapped villages. However, it also has the opportunity to seize the opportunity to reform the countervailing trend. For example, the well-known domestic menswear brand Seven wolves. Septwolves Industrial Co., Ltd. Chairman Zhou Shaoxiong In 2012, the so-called "doomsday" did not come. However, for the "winter" in the Chinese apparel industry, this year is very quiet. In the course of the year, some enterprises were caught in the pressure of inventories and struggled hard to support them in the "crisis of the last days." Some enterprises made strategic adjustments in a timely manner during the "wintry winter" and achieved good results against the trend of the times. 2012: Predicament and new exploration of the apparel industry In 2012, the apparel industry was hit inside and outside the country, and the living conditions of the enterprises were in a dilemma. From January to September, the revenue of 14,328 clothing enterprises above designated size in China increased only 10%, down 3% from the beginning of the year, and the average level was also under last year. Until October, China's garment industry finally ended the negative export growth for 13 consecutive months and was extended in November. Although the overall textile and garment industry in the third quarter started to fluctuate steadily from the fourth quarter to the beginning of the fourth quarter, the textile and clothing industry chain has to recover from the manufacturing of upstream raw materials to the sales of downstream terminals. The export value of the apparel industry will be longer Time to maintain low growth, the industry pressure will continue to exist. In the face of difficulties and challenges, the major companies have responded to their own situation: Zegna, Armani and other international men's big with strong business and industry experience rooted in a market, the second and third tier markets in China, "swept the ground," shows Strong channel model strength; Jack Jones, Camel costumes and other brands to make full use of e-commerce platform for universal promotion, only "double 11" on the same day in Tmall set an amazing sales of billions of dollars; In addition, the men's brand seven wolves more through the brand In the first half of 2012, the Company's main business increased by 24.47% over the same period of the previous year and its net profit increased by 40.61% over the same period of last year. The asset-liability ratio of the Company was Down 19.95%, inventory fell 23.36%, eye-catching performance. In addition, Septwolves not only re-enter the 2012 Hurun 100 brand list, but also selected WPP 50 Most Valuable Chinese Brands, becoming one of the fastest growing brands. Deep down to its success, it is worth learning a lot. ã€Breakthrough Case】 Seven wolves to upgrade the brand ice-cold winter relative to many clothing brands, the apparel business in 2012 encountered this "cold wave", the same whirlpool is still impressive performance of the seven wolves is undoubtedly lucky. And this lucky, but also from a series of effective strategic measures. Recalling the seven wolves brand upgrade road, can be described as successful in the face of adversity "ice" in China microcosm. Culture, fashion cross-border force, precipitation character March 2012 China Fashion Week, in a conference called "Metro character", the Septwolves announced a strategic partnership with Huayi Brothers. The "marriage" between the two is like a blockbuster, heavily invested in the fashion circle and the entertainment circle. Although the alliance between clothing brands and entertainment celebrities is nothing new, for the Chinese clothing brand, such a large-scale cooperation is still the first time. For a time, Zhou Shaoxiong and Wang Zhongjun "pretty talk" photo, Huayi star seven wolves cataloged pictures appear in the major media, with which there are all kinds of praise, doubt, affirmation, slander Sound ... In this series of voices, Septwolves first proposed the concept of "character" also slowly spread in the discussion of people, seven wolves brand upgrade, but also from the bud. March 2012, seven wolves hand Huayi first proposed the concept of "character" In June 2012, the first men's clothing cultural museum - Septwolves China Men's Museum officially opened trial operation, will become a public welfare collection, research and exhibition agency , Assume the heritage of Chinese men's clothing culture of the social mission. Septwolves Chairman Zhou Shaoxiong said: "Septwolves, as a well-known menswear brand in China, we should shoulder our social responsibility to better integrate cultural resources and make scientific use of cultural resources so as to make new contributions to the development of contemporary public cultural service system and education for nationalities, Inherit and carry forward the national culture. "Character is not a passive water, its content contains a profound Chinese traditional culture, and therefore, with the opening of the Chinese Men's Museum, the character here is inherited. Zhou Siu-hung, chairman of Septwolves, the first men's clothing museum in China, set up by Septwolves said: "We are not only selling clothes, but also a way of life. Behind the products are culture, fashion and art. At present, the pursuit of clothing by consumers Has been upgraded from 'yes' to 'excellent', and we must not only provide consumers with quality products, but also provide quality culture and lifestyle. "
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