Seven Wolf Zhou Shaoxiong: Create A Wolf Culture IP To Form Differences

Seven Wolf Men's Wear was founded in 1990, which can be said to witness the era of rapid development of China's reform and opening up. At present, Zhou Shaoxiong is leading Seven Wolf It entered the international market, landed in Milan Fashion Week twice, and showed the beauty of Chinese wolf culture to the world

If you have seen Zhou Shaoxiong making tea, it may not have any connection with the men's wear empire he is in charge of. When he made tea, he was unusually calm, attentive, and easy-going, which was somewhat different from the traditional image of Chinese entrepreneurs - that kind of ambition and desire. "I am an entrepreneur who is gentle on the surface and wolf in the heart." This is his evaluation of himself. Zhou Shaoxiong is the founder of Seven Wolves.

However, in any case, you will never doubt the brand he is taking on behalf of, and its influential position in China's business sector today. This menswear brand, born in Fujian, China, has not only witnessed the changes of men's fashion, but also experienced the ups and downs of China's business world.

At present, Zhou Shaoxiong is leading the Seven Wolves to enter the international market, landing at Milan Fashion Week twice to show the beauty of Chinese wolf culture to the world; It has also created its own IP image and constantly expanded the business territory of the Seven Wolves - launched wolf culture series, cross-border Internet field, built a conceptual life hall, and laid out e-commerce - which is like the representative of Chinese men's wear brands constantly trying to explore various commercial possibilities.

　　 Create wolf culture IP and form differences

There is more than one man.

This is the brand concept that has not been changed by the seven wolves. "It has both classic inheritance and fashionable expression. It promotes a kind of striver's culture in the expression of values and turns the Seven Wolves into a representative of a striver. This is what we call the expression of culture and the expression of values," said Zhou Shaoxiong.

The design makes the brand information of Septwolves clearly displayed. It invited Colin, an international designer J Create a modern design style, and collide the modern trend with the Chinese minority culture in the wolf element. Starting from the "epic on the body" of the Miao nationality, the Miao wolf (MIAO), Tibetan wolf (TIBET), Dai wolf (THAI), Yi nationality (YI) and other wolf culture series were launched respectively.

"To build a brand, we should have our own ideas. Seven Wolves firmly grasp these two axes to show the cultural heritage of Seven Wolves. We should let everyone see the story and ideas behind it. We buy clothes not only for cost performance, but also for brand ideas." Zhou Shaoxiong said. This idea is contained in the design concept of Wolf series.

You can also feel the culture of seven wolves in the physical store. brand They are constantly building close ties with consumers through experiential marketing, and the shopping experience of physical stores is the best channel for experiential marketing. The Seven Wolves are also building such an experience mode. Zhou Shaoxiong revealed that wolf culture is being positioned as a young trend series among the Seven Wolves, and a special store of "Wolf Totem" will be opened in the future. In the wolf culture embodiment of the new wolf culture store, in addition to maintaining the symbols and characteristics of wolf elements, the international creative design team will also be used to create a new visual presentation effect.

In the era of consumption upgrading, consumers not only buy functional products, but also have emotional needs for brands. The added value of fashion and clothing given by the seven wolves is what Zhou Shaoxiong called the brand proposition - the design culture representing Chinese male characteristics. Seven Wolves called wolf culture the brand DNA of seven wolves, which is a brand characteristic difficult to copy. Zhou Shaoxiong revealed that while maintaining the fighting spirit of wolf culture, he will continue to inject more innovative fashion elements into wolf culture in the future.

"The consumption structure of Chinese society is undergoing tremendous changes. Chinese consumers are changing from a relatively scarce economic income to a relatively independent economic income. Consumers will not only meet the needs of products, but also need a spirit level that can meet personalized needs." Zhou Shaoxiong said.

　　 Create a fashion ecosystem and realize enterprise transformation

The fashion group in Zhou Shaoxiong's mind is a top-down and common group spirit. All brands can coexist and develop harmoniously before. The development of the group is not only the development of enterprises, but also a microcosm of the current economic, social and cultural development.

You can see the clear business logic and strategic thinking of Chinese entrepreneurs from his interpretation. The group concept of clothing brand originated from the operation mode of European luxury group. Few clothing brands dare to make such an attempt in China. In the past year, Seven Wolves strengthened the group's thinking, shifted the direction of reform from simple transformation and upgrading to refined and platform based management, and transformed the strategic development direction from "pure industry" to "industry+investment".

"Now more and more foreign brands are aiming at the Chinese market and making efforts in the Chinese market. The domestic clothing industry is also suffering from increasingly obvious attacks. The new pattern of clothing is coming," Zhou Shaoxiong said, "In addition to these external pressures, we are constantly adjusting and optimizing our original channel layout, consolidating the foundation and improving the profitability of individual stores."

But seven wolves' ambition goes beyond that. It is using the operation thinking of Internet companies to carry out the enterprise transformation of clothing brands. Seven Wolves is building an international fashion investment platform to build a big fashion ecosystem of seven Wolves - by setting up funds to participate in new opportunities in fashion industry and retail consumption industry, new growth points are opened up.

"Septwolves hopes to become an international fashion industry investor. We are not only focusing on the brand development of Septwolves. We also hope that more outstanding foreign fashion brands and designers can be introduced into the Chinese market through the power of capital, and at the same time, more designers can be helped to enter the world fashion stage and become a Chinese fashion industry investment group. " Zhou Shaoxiong said.

　　 Enter the international market and show the charm of wolf culture

In June this year, in the cloister of San Barnaba, Milan, the seven wolves completed its second show at Milan Fashion Week. This is the second time that it has demonstrated the beauty of the Chinese wolf element in the exclamation of key figures in the global fashion industry in this fashion city.

Seven Wolves appeared not only for topic and exposure, but also to tell the world what kind of fashion genes and cultural elements a Chinese based menswear brand has.

Zhou Shaoxiong also recognized the difference between Chinese brands and international brands. He thinks that the difference between Chinese brands and foreign brands lies in the difference of the stage - their stage radiates the world, while our stage radiates China, so he hopes to drive a group of Chinese entrepreneurs to the world stage to promote personalized, unique and original brand design, so as to enhance the influence of Chinese brands in the world.

The seven wolves are proving their value to the international market. At present, there are two aspects of the internationalization of Seven Wolves. On the one hand, the products are distributed abroad, which can be displayed in the foreign retail terminal market; The second way is international cooperation.

"The development of seven wolves is not only the development of seven wolves brand, but also the development of seven wolves enterprises. In the future cooperation, whether it is the exchange of talents, or the merger and acquisition of enterprises, resource integration and interaction, the road to internationalization is more and more urgent." Zhou Shaoxiong said.

The concept of the seven wolves fashion ecosystem has also injected international thinking. Septwolves hopes to become an international fashion industry investor, focusing not only on its own brand development. The company also hopes to introduce more excellent foreign fashion brands and designers to the Chinese market through capital, and help more designers to enter the world fashion stage and become a Chinese fashion industry investment group.

Whether it is the element design and dissemination of wolf culture, the creation and construction of the ecosystem, and the most important international strategy, the development of Seven Wolves is like a typical growth path of Chinese enterprises. The challenges and difficulties are only known to those who have experienced them.

"The image of wolf in my mind is a representative of tenacity, unity and struggle." This is Zhou Shaoxiong The understanding of wolf culture is just such courage and fearlessness, which has made this 30-year brand. It is not so much that the seven wolves created the wolf culture as the wolf culture has created today's seven wolves.

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