Seven Wolves Rose 14% In 2018, From Tough Guy To "Little Wolf Dog"?

China's men's clothing group seven wolf recently released the 2018 financial year's annual performance report, operating income rose 14% to 3 billion 517 million yuan, and net profit rose 9.38% to 346 million yuan.

In addition to the core brand of the seven wolves, the group also owns the "16N", "Wolf Totem" (Wolf Totem), and the international light luxury brand "Karl Lagerfeld" 80.1% of the Chinese market operation rights.

The awakening of the seven wolves rose by 14%

The seven wolves who focus on the men's clothing industry for 29 years have a high brand awareness and influence in the men's wear industry.

The "seven wolves" brand has a strong market appeal and a broad mass foundation. In addition, the relevant reform measures in the past two years have shown some results, and 2018 overall performance has been steady.

The total operating income was 3 billion 517 million yuan, and the net profit attributable to the parent company was 346 million 300 thousand yuan, up 14.01%, 17.53%, 9.38%, compared with the previous year.

As a main business for domestic sales of the Chinese market, seven wolves rooted in the Chinese market, continue to sink channels to cover the sales network.

By Region:

East China has 2 billion 198 million yuan in revenue and 62.48% in revenue.

Southern China area followed 454 million yuan and accounted for 12.90%.

Southwest, central China, North China, northeast and northwest are 321 million yuan, 213 million yuan, 186 million yuan, 78 million yuan and 66 million yuan respectively.

Foreign countries accounted for 1 million 300 thousand yuan, occupying only 0.04%.

By category:

505 million yuan for jacket, 14.36% for business, up 18.47% year on year.

Pants category 470 million yuan, business accounted for 13.36%, an increase of 18.91% over the same period.

Jacket category 302 million yuan, business accounted for 8.59%, an increase of 5.42% over the same period.

Western clothing category 94 million yuan, business accounted for 2.67%, an increase of 12.46% over the same period.

Sweater class 158 million yuan, business accounted for 4.50%, an increase of 19.51% over the same period.

Shirt category 196 million yuan, business accounted for 5.57%, an increase of 5.89% over the same period.

From the above data, we can see that the seven wolves, which started with the color jackets and suits, are also listed companies as the first domestic small and medium sized boards in China. After a low period of adjustment, the ratio of jackets and suits has been gradually reduced, which is also the trend of the trend of China's men's wear market.

Seven wolves are the first listed companies to land in small and medium board. After a few years of decline, the value and consumption view of the new generation are constantly fused under the operation of the company's brand, and the awakening of the fashion consciousness of the male consumers under the saturation of the women's clothing market is awakening, and the young wolves begin to occupy a place again in the market.

Multi brand and diversified layout strategy

Since the decline in the main brand performance in 2013, the main reason is that the store's excessive rental cost has decreased by half the sales point in 14 years, and the brand "Wolf Totem" (Wolf Totem) has been launched for young people.

Wolf Totem, the creative director of totem culture, is a Colin Jiang from Milan, Italy. It first developed in New York and Paris, and then settled in Milan.

In line with the persistence of art and the love of national culture, as well as the influence of dual cultural background, Colin is especially good at integrating national culture into popular design, creating unique DNA works through traditional handicraft and modern three-dimensional cutting.

This is also the first Chinese menswear brand to be invited by the fashion week of Milan. It has been invited to fashion show for several years.

In 2017, it took 320 million of the Karl Lagerfeld's brand name KARL LAGERFELD's operation right of China market, and made efforts to improve its operating efficiency in China with the experience of the apparel industry. The new spokesperson of the main brand seven wolves chose the "top Street champion" Han Yu, the first season, which is a big step in the pformation of the brand to high-end and younger.

On this basis, the seven wolves have gone from a single men's clothing brand to a multi brand, diversified layout of the comprehensive industrial chain, through the acquisition and acquisition of the layout of the seven wolf ecological circle, of course, a good financial situation is also a driving factor to support the seven wolves merger and acquisition initiatives.

Not only is Karl Lagerfeld, but also the seven wolf company has invested in the modern digital Affiliated Companies of the modern communication group of the weekend pictorial company, as well as the British e-commerce platform Farfetch.

Advantage channel construction

As a brand rooted in China's domestic market, the seven wolves company has a nationwide sales network channel, and it has been precipitating after two years of ups and downs. This is the core advantage of the company's channel.

According to the retailer's retail experience, feedback to the company's commodity planning and channel pformation will bring a virtuous circle for the company's operation and management.

The main business models are based on planning, production, marketing and feedback, and the production mode of production combined with outsourcing is combined. The supply chain center selects suppliers through the supply chain evaluation system, and the supply chain center determines the purchase price of products in the cost area determined by commodity planning.

At present, most products are purchased by external purchasing except for some homemade products such as jacket, jacket and casual pants.

The combination of direct sales and affiliate, online and offline product sales mode, draw on the advantages of multiple channels to strengthen management, and develop multi brand and channel coordination on the basis of the main brand "national foundation".