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 worst of the international financial crisis but had to navigate rising inflation 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 identity—“man is more than one sideâ€â€”through images of mature, elegant, and open-minded men.
Zhou Shaoxiong, Chairman of Seven Wolves Industrial Co., Ltd., emphasized that “clothing is soulless, but we want it to reflect the lifestyle and values of the brand. Our products have a soul.†This statement highlighted the company’s latest efforts in brand cultural innovation.
As China's garment industry entered an era of restructuring under inflationary pressures, Zhou acknowledged the challenges posed by rising costs, including higher cotton prices, labor expenses, and rent. While these factors pushed up production costs and led to price increases, he believed this could also be a new opportunity. He noted that consumer demand remained strong, especially among loyal customers who were less sensitive to price changes. The brand’s diversification strategy provided flexibility in pricing, helping maintain its competitive edge.
Looking ahead, Zhou saw the industry transformation as a time of both uncertainty and growth. He stressed the importance of keeping up with consumer experiences and adapting to new technologies like mobile internet and the Internet of Things. Companies that failed to evolve risked losing relevance in the fast-paced market.
Reflecting on the brand’s transformation since 2008, Zhou expressed satisfaction with the shift from a personal-driven model to a team-based approach, supported by digital systems and professional talent. However, he also pointed out that the retail network still needed improvement. Many outlets lacked a clear strategic vision, and the company aimed to retrain and unify its distribution channels to better represent the brand’s image and service quality.
With ongoing upgrades planned for the following year, Seven Wolves aimed to strengthen its market presence and deliver a more cohesive brand experience.
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