In today's rapidly evolving market environment, consumer trends and consumer groups are constantly changing. For brands, this is both a challenge and an opportunity. In this era, brands need to constantly innovate and adjust their strategies to adapt to changes in the market and consumer needs. It is based on this consideration that Seven Wolves, the leading brand of Chinese fashion, clearly put forward the brand strategy of "Seven Wolves = Jacket Expert" in 2023, opening a new pattern of brand upgrading.
Break and stand to create a new generation of jackets
Upgrading means "breaking" and "standing". "Breaking" means adjusting, adjusting products, adjusting channel distribution, adjusting business structure, etc. Seven Wolves brand has always been one of the leading representative brands in China, and has won the trust and love of consumers with its high quality, fashionable design and exquisite craftsmanship. With the changes in the market and the changes in consumer demand, the Seven Wolves brand is also facing opportunities and challenges. To this end, Seven Wolves has carried out strategic adjustment and upgrading, through new products, new images and new marketing, creating a new pattern of brand development, taking jackets as the core category of its brand, introducing fashion design elements and technological fabrics to improve quality and comfort.
In order to promote the functional application scenarios of products, Seven Wolves integrates international fashion and technology resources, empowers brand development with an international vision, and continues to invest in R&D. In the first half of 2023, Seven Wolves' R&D expenses increased by 733%。Zhou Shaoxiong, chairman of Seven Wolves, introduced, "At the specific product research and development level, the jacket market has changed from a supply-driven, staking competition situation to a new stage of demand-driven and technological game. Consumers are eager for new technologies to bring a new experience to their clothing. Therefore, Seven Wolves pursues breakthroughs in the scientific and technological innovation of jackets, creates an "intelligent experience" of "functional integration", and launches more new generation jacket products with surprise functions and technological empowerment.
Focus on brand marketing to help sales growth
In addition to product upgrades, the Seven Wolves brand has also strengthened marketing and brand promotion, through cooperation with fashion bloggers and celebrities, as well as publicity and promotion on social **, online and offline efforts have been made simultaneously to improve the brand's awareness and influence. In September 2023, China's first jacket*** made by Seven Wolves will be located in Changsha. Here, the distribution volume of the jacket category exceeds 70%, and in the new strategic positioning of "Seven Wolves Jacket Expert", Seven Wolves and Changsha, an Internet celebrity city full of young power, have collided with a new degree of attention. Starting from Changsha, it gradually radiates to the mainstream business districts of provincial capitals such as Shantou in Guangdong, Jiujiang in Jiangxi, Yiyang in Henan, Anqing in Anhui, Nanjing in Jiangsu and other prefecture-level cities, providing consumers with more diverse choices. In December 2023 alone, the sales of Seven Wolves jacket expert stores increased by 174% year-on-year, of which Hunan Province increased by 88% year-on-year.
Seven Wolves China's first jacket*** has built a cloud retail live broadcast room, which greatly improves the space efficiency, and realizes online and global traffic acquisition through the launch of Douyin local life exploration store, Xiaohongshu exploration store and WeChat circle of friends.
In the face of new challenges and opportunities in the market, China's leading fashion brand Seven Wolves has improved the quality and competitiveness of its products with brand upgrading, better met the needs of consumers, and achieved the leap and development of the brand. In the future, the Seven Wolves brand will continue to uphold the brand strategy of "Seven Wolves = Jacket Experts", continue to innovate and develop, and provide consumers with more high-quality and fashionable jacket products and services.