/ Daily News/August 25, 2022 Guangzhou - When we review the history of changes in the garment industry in the past 30 years, it is not difficult to find that consumers' preference for clothing has gone through several stages: From the economical and practical in the 1990s to the blooming of a hundred flowers and the pursuit of individuality in the millennium, from the era of fast fashion competing for the blueprint of physical shopping malls to the new outlet of the rise of domestic goods.
The social development in the past two years has added unexpected challenges to the reform of the garment industry -- once leading market giants in the fast fashion garment industry have begun to withdraw their investment in China. While the domestic garment industry is facing the rise of domestic products, it is also facing the impact of the epidemic and other large market environment.
Septwolves, a Chinese men's clothing brand, recently released its financial results for the half year of 2022. The announcement showed that the company's operating revenue for the half year was 1,448,463,894.89 yuan, and the net profit attributable to shareholders of the listed company was 90,334,995.33 yuan, an increase of 9.23% year-on-year. At the same time, the major clothing brands have also handed over the first half of the answer.It is not difficult to see from the financial results, under the influence of internal and external environment, clothing enterprises have actively sought a breakthrough, pay attention to brand development, under the powerful engine of e-commerce, "roll" up. Next, how will they radiate new vitality in the surging industry changes, break through the "waves"? Where will they end up?
Wind surge: Opportunities and challenges coexist, thinking of breaking through the industry under slow progress
Since 2019, when a famous mass fashion brand withdrew from China, foreign clothes have been announced to withdraw from China. Although compared with the all-powerful in the Chinese market, the exit seems a little sad, but for domestic clothing brands, it is a new opportunity to reshuffle the industry, but also a new survival inspiration.
The new aesthetic form of Chinese consumers is being cultivated by a broader and diversified market. But at the same time of aesthetic upgrading, affected by the overall environment, the demotion of consumption power has become a new question that catches all brands off guard.
Cailian.com reported that the impact of the epidemic on the apparel retail industry in the first half of this year was more severe than in the previous two years. The sales revenue of offline stores decreased significantly, while the costs of raw materials, logistics, store operation and labor were still rising.
According to the statistics of China National Garment Association, from January to June, there were 13,067 enterprises above designated size (annual main business income of 20 million yuan or above) in China's garment industry, with operating income of 688.475 billion yuan (average revenue of 52,688,81 million yuan), up 4.45% year on year. The growth rate was 4.87 percentage points slower than that in the January-March period. The total profit was 30.733 billion yuan (average profit was 2.352 million yuan), up by 4.0 percent year on year and 6.86 percentage points slower than that in the January-March period.
Under the epidemic, domestic consumers have shifted their focus from immediate gratification to long-term value, and their thinking dimensions are more diversified. The change of consumption concept also indicates that the garment industry needs to make corresponding changes sensitively. On the premise of ensuring the original "product advantage", it re-constructs the "purchasing power stimulus" and seeks a way to break through.
Break the waves: Take multiple measures to rejuvenate the brand
Consumer Behavior once proposed: "Unexpected and unusual stimuli are more likely to attract public attention, which is based on human curiosity instinct." There are also many theories in the advertising industry that emphasize that "curiosity" should become the source of brand communication, and that only "I have something without others" can arouse customers' attention and memory.
As a national men's wear brand, Septwolves almost coexists with the trend of China's clothing industry. After going through many stages of development, such as start-up, development and transformation, Septwolves also began to actively aggregate brand potential, dig deep market potential, explore consumption scenarios, and inject new vitality into the development situation of the enterprise. In recent years, the endless cross-border cooperation and co-branded IP in the fashion industry have created a lot of popular models and commercial success cases, achieving the effect of "1+1>2". This year, Septwolves will join hands with the internationally renowned designer Tuomas Merikoski to create the "TA Guardian" charity series co-branded new products, setting off the crossover trend of fashion public welfare. At the same time, we cooperated with the well-known IP dragon "Magic Zone" to create interactive suit, which greatly satisfied the "personality fit" demands of consumers.The new purchasing power stimulus also requires close communication with consumer groups. Eou EqualOcean analyst LAN Yi also said in an interview: "The development and maturity of the Internet, e-commerce and online traffic leads to the reduction of information gap, the enhancement of comparability and the increase of purchase channels. At the same time, the establishment of private traffic and the ability of Internet celebrity bloggers to quickly build traffic pools have quickly attracted a large number of fans. At the end of the day, the brands that win are the ones that really reach consumers."
In short, a single product, a single sales model, can not impress consumers. Only the "personalized", "high appearance level", "good marketing" three dimensional layout, rich brand image, can accurately hit the consumer mood in the fashion wave, achieve a foothold. These are also reflected in Septwolves' new omni-channel retail layout, which tends to be younger, scene-oriented and attitudinal.
The financial report shows that during the reporting period, Septwolves R&D investment reached more than 40 million yuan, with a year-on-year growth of 9.52%, which fully demonstrates the brand's determination to break the game.
Embracing young groups and understanding the spiritual pursuit of young people is an important brand strategy of Septwolves to inject more young energy into itself. This year's May 4th Youth Day, Septwolves and China Youth Daily jointly launched the campaign "The harder you work, the Younger You will be". With the combination of online and offline, we gather outstanding young people from all walks of life, such as music, drama, sports, fashion, etc., to dig deep the stories behind the power of role models and stimulate the enthusiasm of young people. The online discussion and spread of this activity has reached tens of millions of levels.Chinese youth, in themselves, work hard and enthusiasm; In society, not afraid to take responsibility. They are the backbone of contemporary sustainable development, but also the solid supporters of the "green concept".
As early as last August, Septwolves opened a new chapter of strategic cooperation with the Ministry of Ecology and Environment Publicity Center for environmental protection. It participated in the United Nations Convention on Biological Diversity to jointly protect biological diversity, and implemented the concept of public environmental protection into the whole life cycle of the products designed, developed and manufactured. This fall, Septwolves will release capsule hoodies made from plastic bottles that are sewn into yarn, in a consistent effort to do the public good in sustainable fashion and aesthetics.Pentium: pass the upward brand value tension, can be permanent "tide"
< P > The rise of domestic goods, which means that "cultural connotation" has become an important determinant of the young generation's consumption behavior. More and more consumers are looking for "meaning" in their consumption behavior.
After experiencing the impact of the epidemic, consumers gradually realized that some "non-demanding" consumer goods are more like satisfying their own psychological "needs" and belong to "self-pleasing consumption". Whether the brand value can convey the spiritual connotation of full tension and output the "three views" in line with it determines whether it can establish intimacy with consumers and whether it can ultimately stand at the "tide" of the market.
This summer, Septwooves and brand spokesperson Su Bingtian with Wolf posture on the fashion home, with the confident attitude of "there is more than one side of the man" open, released the concept of "fire release · confidence start" of the opening season of new products, the brand culture focused on the arena and home life, to the consumer group to deliver a more concrete "Wolf style".
The revival of traditional aesthetics also refreshes the "cultural soul" of Septwolves' "Chinese attitude". Septwolves men's wear launched its new summer product, Xiaocolor T series. By taking advantage of the Chinese aesthetic style of landscape and ink, it shows the forward-looking aesthetic in its products and also provides a carrier for the expression of traditional Chinese culture with its own strength.
At the beginning of its establishment, Septwolves brand culture has been established -- the character and strength of Chinese men are highly condensed into the elements of Wolf culture and Wolf spirit -- calm in the face of difficulties and setbacks, observe the situation and forge ahead, united struggle never give up. Today, Septwolves express the spiritual core of Wolf culture with jackets and convey the beauty of Chinese attitude with wild texture to China and even the world.Over the past 33 years, no matter how The Times, technology and channels change, Septwolves' original intention to make the jacket the main track has never changed. This year, at the "2022(30th) Commodity Sales Statistics Conference in the Chinese Market" co-sponsored by China Federation of Commerce and All-China Commercial Information Center, Septwolves Jacket won the double honor of "the first market share of similar products in 2021" and "the first comprehensive market share of similar products in 22 years (2000-2021)".
In the era of fast and unbreakable, we devote ourselves to the pursuit of ingenuity. This persistence comes from the courage and confidence of the brand, and also confirms the common recognition and market reward of several generations for this "persistence". < /p>The tide of The Times is surging, "volume" is constantly exploring, adjusting, seeking a breakthrough in the unstable tide, riding the wind and waves. The charm of a brand often lies in that "volume" can conform to The Times, "Shou" can return to the core, and only the value tension can determine the pentium trend, and finally the surging waves, the rise of the first. Septwolves will also be all the way, surging forward in the fashion trend, toward the tide torrent brave.
