The Continued Weakness Made The Seven Wolves Realize The Need For Pformation.

Brand clothing depends on the growth mode of opening stores.

Market segmentation and channel diversification are the future directions.

The seven wolves began to realize the need for pformation.

First is the electricity supplier.

In the first half of 2013, the Electronic Commerce Department of the seven wolves was upgraded to an independent company.

The company is composed of the commodity department, the channel department, the operation Department and the marketing department.

But it's not easy for a company that owns more than 3000 offline stores.

Reporters browse Taobao found that in addition to the seven wolves own brand flagship store, there are many other seven wolves brand monopoly.

One of the stores insisted on selling genuine products.

"We are the official licensed store of seven wolves."

He told reporters that because most of the more than 3000 stores of the seven wolves are franchisees, and these franchisees do their own business on Taobao, they often have different prices.

According to Wang Yi'Nan, based on various reasons such as direct operation and franchisees, there are still no matching situations between the existing channel structure and the operation background of the seven wolves.

In the electricity supplier's marketing strategy.

Because of this, in last year's double eleven, the sale of seven wolves has fallen out of the top ten of men's clothing.

"Since 2013, men's clothing enterprises have gradually entered the store and in-depth adjustment cycle. Some traditional enterprises have been trapped in the problems of high production costs, competition in electricity providers and changes in consumer shopping habits. The market share of enterprises has dropped significantly and entered a critical period of pformation."

Feng Dehu, a full-time vice president, summed up the operation of traditional men's clothing enterprises last year.

Reporters noted that the main business has encountered bottlenecks, so that enterprises such as the seven wolves began to gradually adjust their strategy, from a purely industrial clothing company to a diversified company of "industry + investment".

In July 2015, seven wolves announced that considering the high price of commercial property, huge changes in business mode and over reliance on them

The extensive growth mode is difficult to continue, and so on. Therefore, the company decided to change the 1 billion yuan of the remaining 1 billion 766 million yuan of funds raised before to establish a wholly-owned subsidiary.

This fund was used to buy the layout and structure of the existing marketing network of commercial property expansion companies.

Now, the seven wolves plan to invest in some clothing industry and related fashion industry and retail consumption industry.

"Like wolves, such a diversified clothing business is not unusual.

For example, Shanshan and YOUNGOR, although the former clothing has started, but now clothing only accounts for a very small part of the company's business.

"Of course, the pformation of most garment enterprises is still related to the main industry, and they want to make a fashion industry ecological chain," he said.

And whether these new businesses and projects will bring a new profit growth point for such an old men's clothing company with 25 years of experience in the future?