In 2010, the Chinese garment industry faced a complex and ever-changing environment. Seven Wolves, a brand primarily focused on the domestic market, managed to avoid the turbulence of the global financial crisis but still had to deal with rising inflation pressures at home. During this crucial phase of transformation in the industry, Seven Wolves launched a series of fashion films and TV commercials that captured widespread attention. These campaigns featured five top domestic mascots, showcasing the brand’s new cultural message: “a man has more than one side.†The ads portrayed mature, elegant, and open-minded men, reflecting a fresh perspective on masculinity.
Seven Wolves Industrial Co., Ltd.'s Chairman, Zhou Shaoxiong, emphasized the importance of brand culture. “Clothing is soulless, but we want it to reflect the lifestyle and values of our brand,†he said. This philosophy underpinned the company’s latest brand innovation.
As China's garment industry entered an era of restructuring due to inflationary pressures, Zhou Shaoxiong acknowledged the challenges brought by rising costs—such as higher cotton prices and increased labor and rent expenses. However, he believed this could also be an opportunity. While production costs have gone up, consumer demand remained strong, especially for loyal customers who are less price-sensitive. The company's focus on brand diversification allows for greater pricing flexibility.
Looking ahead, Zhou highlighted the need for the industry to adapt to changing consumer expectations and embrace new technologies. With the rise of mobile internet and smart devices, companies must evolve to stay relevant. He also mentioned the importance of improving the terminal operation system, which had been transformed from a personal-driven model to a team-based approach. Although progress was made, there was still room for improvement in how the brand was presented at the retail level.
Zhou expressed satisfaction with the shift toward digital systems and professional management, but noted that the current terminal performance still needed refinement. He stressed the importance of upgrading distribution channels, training agents, and ensuring that the brand experience remains consistent across all touchpoints. The goal is to fully showcase product quality and service excellence while maintaining a strong brand image.
Overall, the journey of transformation has been challenging but promising, with a clear focus on long-term growth and customer engagement.
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