Seven Wolves Zhou Shaoxiong: Change Has Already Begun.

During this period, the report of "the first decline of seven wolves" was heard for a long time. Zhou Shaoxiong, the chairman of the seven wolves, was on the cusp.

However, this time, Zhou Shaoxiong, who was once again seen in the office of the chairman of the seven bright wolf headquarters, was slightly relaxed and cheerful compared with the 2013's fashion week in Beijing. In the face of the author's question of declining performance, Zhou Shaoxiong did not avoid it. Instead, he was very generous about the rise and fall of the seven wolves this year.

At the same time, the seven wolves opened the experience of "cool quality cool sense celebrities" and co operated with the international cotton association of the United States to authorize the latest identification of the global COTTON USA to the seven wolves.

For the seven wolves, choosing COTTON USA represents not only natural and traceable clothing materials, but also a healthy and fashionable lifestyle and an environmentally friendly consumption concept.

In fact, this is also an important part of the seven wolves' efforts to improve the quality of products in 2014.

The choice of history: "wholesale + brand" mode

In the past ten years, China's men's wear industry has been developing at a high speed. In 2013, the rapid development momentum suddenly stopped.

As a representative of the Chinese men's wear brand, the performance of the seven wolves is particularly noticeable.

As a listed company, 2013 annual report just disclosed that the industry was in an uproar: business income fell by 20.23%; operating profit decreased by 38.47%; net profit fell 32.44%.

This is the first time that the performance of the seven wolves has declined for the first time in more than a decade.

As for the decline of the performance of the seven wolves, Zhou Shaoxiong has long been aware of it, and is also expected by himself. So when looking at this performance, it is not as stressful as speculation.

Zhou Shaoxiong feels that this is only a stage that must be passed in the course of the development of an enterprise. It is not normal for an enterprise to develop continuously.

However, in the face of declining performance, we still need to rationally look at and analyze the problem.

In Zhou Shaoxiong's view, in the past year, China's business environment has undergone significant changes, the channel mode is fission, the decentralization of the city's business environment, the rise of the electricity supplier channels, has a huge impact on traditional channels.

For the traditional channels, although the growth of Ping efficient growth is continuing, it is not up to the increase in rent growth, personnel costs and sales costs.

"Although sales have not declined, the cost has risen sharply, which will inevitably lead to the closing of stores."

Zhou Shaoxiong said.

In addition, consumer demand is changing imperceptibly. There is little difference in consumer demand between the age of 20 and 50. Today, the market is completely segmented, and the demand for personalized style is much higher.

As a brand with a history of 24 years, the seven wolves should be considered as a strategic issue in order to adapt to the changes in the market and consumer demand and keep the brand core DNA unchanged.

From the point of view of internal factors, the channel development mode is hard to adapt to the changes of market environment.

Over the past ten years, China's men's clothing enterprises have basically adopted the mode of "wholesale + brand", which is a historical choice.

In the view of the fashion marketing expert and the founder of intelligent marketing institution, "brand + wholesale" mode can make use of the characteristics of many national sales outlets and extensive radiating products, so that products can be quickly rolled out in the market and the funds can be quickly recovered.

But it is not easy to control brand promotion and goods management, which is unfavorable to the long-term development of the company.

In fact, under the "wholesale + brand" mode, brand manufacturers make products, wholesale them to distributors, and then sell them to consumers.

Whether the product is really popular among consumers or not, brand dealers and dealers have no idea.

Moreover, the "brand + wholesale" mode adopts the fixed order mode, the dealer orders the goods at the order meeting, and the brand dealer gives the goods to the dealer, and the whole business activity is over.

Transformation of retail mode: failure to keep pace with development

In 2013, within the seven wolves, the pformation of the channel had already begun.

From the "wholesale + brand" mode to the retail mode, this is also a turning point for the seven wolves. It is also a process of channel optimization and survival of the fittest.

It takes courage for Zhou Shaoxiong to resist the pressure of the capital market and take the initiative to make changes.

"As a listed company, in the early stage of development too fast, in the face of capital market requirements, in the context of economic slowdown, the capital market is also to maintain corporate image, and hope that performance will continue to grow.

Enterprises are also forced to develop at a high speed and continue to expand their outlets. In fact, the underlying problems have emerged. Under the precondition of performance, many problems in the channel are covered up.

Zhou Shaoxiong said helplessly.

"Retail mode" is easy to achieve vertical management and meticulous marketing, the market plan execution is strong, can accurately grasp the market information, better reflect the brand image.

But it requires a high degree of specialization and a high cost of human resources, and is also a great challenge to the ability of distributors.

Angel analysis.

Zhou Shaoxiong also admitted that in the previous "wholesale + brand" mode, the headquarters usually gave the planning to the distributors, leaving the rest of the matter irrelevant, how the terminal was executed, and whether the display was good or not.

Even so, retail outlets at that time were still very easy to make money.

"Dealers also have a status in the locals. Their days are very comfortable. For every change in the headquarters, not every dealer will support and support it. A better job can win the trend. If you do not actively embrace change, you will not keep up with the development and do worse and worse. Distributors will gradually split up, and if stores are expired, they will naturally shut down."

Zhou Shaoxiong told the author.

In the retail mode, the seven wolves pay more attention to the experience ability of the retail terminal. They are more refined in terms of retail management, sales management, display management, VIP management and quality management.

In this process, the execution capacity of the channel is uneven. Some dealers do not accept the changes subjectively, and the actions are not in place. They will not keep pace with the development of the headquarters, and such stores will eventually be eliminated.

In the past year, the seven wolves shut down the most is this type of store.

At present, there are more than 3000 distributors in the seven wolves, and only one training and education for channel pformation will involve tens of thousands of people. The education of the shop manager is very difficult. Zhou Shaoxiong feels that it takes two or three years to carry out the management of this channel. It is not easy to carry out the management of this channel. This is actually the biggest challenge to the seven wolves.

In the future, the headquarters of wolves will have more refined management, more active marketing, better management of VIP customers, better display and matching of terminals, and management of O2O on line and offline, online shortage and online unified deployment.

Comprehensive reform: solid foundation

In April 2014, when the 2013 annual report of the seven wolves was disclosed, negative reports from the outside came to the surface. The media took the "first decline of performance" as a headline, focusing on the performance of the seven wolves in the past year.

And the seven wolves are also very frequent in action. It seems that they have made preparations for change, and the pformation of channels is only one of them.

In the retail mode, the former cultural forms are all broken, and the retail terminal is pformed by interaction and experience. The content of headquarters planning must be carried out in the terminal. Every employee must actively and sincerely embrace organizational change and performance change.

One manifestation of organizational change is division of business. Seven wolves encourage all staff to sell and encourage internal businesses. Employees have good projects and good ideas. They can set up project teams separately. After headquarters evaluation, they can invest, support internal businesses, and enable employees to play their own initiative.

Past,

Product planning and brand planning are carried out separately and independently, that is, product planning products, brand planning brand is the two group.

And the future will be opened up, guided by product development by brand, and the core idea and idea of brand will be applied to product development and design.

And brand planning should also be able to make adjustments based on the changes of the terminal, and more advertisements will be put into the terminal in the future.

stay

In the future, the seven wolves will integrate design management and supply chain management from product design to overall supply chain management, with more than one design director's position, responsible for communication between product design and supply chain management. This approach is also in line with international and personalized development.

stay

On the other hand, Zhou Shaoxiong told the author that the seven wolves are more concerned about the use of terminal services and interactive marketing, developing O2O management and introducing innovative marketing.

O2O, in the management link of retail stores, it is to connect the network with the store to solve the problem of store breaking code, inventory and online sales interoperability, and extend the SKU of stores.

For VIP customers, the seven wolves will also enhance their interaction through resources such as WeChat and websites.

For 2014's performance, Zhou Shaoxiong admitted that he could not predict, but he felt that as long as he did solid work and got a healthy body, his performance was not important.

Zhou Shaoxiong revealed that the next step will also consider trying to acquire other brands to enrich the development of product performance.

"What matters is the healthy development of enterprises, and the performance will naturally appear."

Zhou Shaoxiong said.