The core enterprise of Group Co., Ltd. "Seven Wolves Industrial Co., Ltd." is a large-scale enterprise engaged in men's casual wear under the banner of Seven Wolves, and it is a high-tech enterprise recognized by the Provincial Science and Technology Department. It has an advanced and fast product research and development center, advanced computer automatic production equipment, international standardization and closed industrial park. Its products are fashionable, exquisite in fabric and exquisite in craftsmanship, and it is known as the "king of jackets", which is the representative of men's casual wear in China at present. At present, the company has five marketing branches, including Shishi, Shanghai and Fujian, and has more than 1 000 specialty stores and specialized counters with unified image and standardized operation, and more than 200 sales outlets in 32 provinces and cities across the country. In 2000 and 200 1 year, according to the statistics of China National Business Information Center, "the comprehensive market share of Seven Wolves Jacket (casual wear)" ranked first among similar products and won the title of "the most popular clothing brand in China in 20001year". "Seven wolves" casual wear has become the leader of men's wear consumption trend in China. After years of careful management, the brand diversification strategy with the clothing industry as the core has achieved great success, and the brand "Seven Wolves" has become the spokesperson of modern men's fashion life. The "seven wolves" have won wide admiration and love from all walks of life. 1992, "Seven Wolves" won the first batch of "Fujian Famous Trademarks" and obtained the general quality certificate of the Ministry of Agriculture. 1994 was rated as "qualified enterprise of national product quality supervision and spot check"; From 65438 to 0996, the clothing brand value alone reached 249.7 million yuan; 1998 "Seven Wolves" won the title of "Famous Trademark of Fujian Province" again; 1999 was awarded "influential China clothing" to represent the enterprise to participate in "China autumn and winter fashion trend 200 1/2002" and successfully held the "Seven Wolves casual wear special topic" conference; In April of 20001year, "Seven Wolves" won the title of "Double Top 100 Enterprises" in the national clothing industry in 2000; In February 2002, "Seven Wolves" was recognized as "China Famous Trademark" by the State Administration for Industry and Commerce. So far, The Seven Wolves has won more than 100 honors.
At present, the seven wolves headquarters industrial park designed according to the national management standards has completed the first phase of the project and put it into operation. After three years of construction, the park will become a first-class production base for men's casual wear in China. In order to meet the international competition and challenges, in the next three years, we will accelerate the development of the seven wolves, promote the strategic integration of brand management and capital operation, and achieve a new leap.
Ten Years' Forging —— Seven Wolves, a Success Story
Seven wolves used to be a regional clothing brand in Fujian. 1990' s seven wolves men's coat has gone through ten years, and it has developed into a well-known seven wolves men's clothing brand system-clothing, cigarettes, beer industry, leather goods, tea and liquor. In the course of ten years' development, Seven Wolves Group, which is dominated by clothing, has been exploring a diversified, collectivized and modern enterprise development path. 1989, the trademark of Seven Wolves was officially registered, and it has been registered in many industries and dozens of countries and regions so far. From 65438 to 0993, CIS was fully introduced into the Group and successfully operated. By 1996, the intangible assets of Seven Wolves brand were estimated to be 244.9 million yuan. At the same time, the seven wolves high-grade cigarettes jointly launched with Jinjiang Tobacco Monopoly Bureau and Longyan Cigarette Factory were also a great success. From 65438 to 0997, Seven Wolves Liquor Co., Ltd. was established, realizing the second major transformation of cross-industry operation. 1999, "Seven Wolves" was rated as one of the top ten men's wear brands that affected the clothing market in China, and the joining mode was successful. In 2000, Seven Wolves Development Co., Ltd. was established, marking the progress of standardized management and modern enterprises of Seven Wolves. At the same time, we will enter the liquor market, and plan to launch seven wolves liquor, which will be successfully listed. 720 brand management system-new perspective and tools
Since 1997, it is the application of 720 brand management system that has continuously provided innovative wisdom for the brand operation of Seven Wolves in the interaction between Xinge, Concept Zone and Seven Wolves. Grasp the essence of the brand, grasp the brand personality, and successfully operate the brand assets of the Seven Wolves.
Xinge believes that the core of brand equity is the relationship between products and consumers. It determines the brand's influence in the future market, which comes from the integration and interaction of brand customer value and enterprise value. Therefore,
1. Consumers, the company itself and the work unit are the three organizational elements of brand management: the effectiveness of brand management requires effective organization and management, internal and external interaction, and the brand work team constantly provides innovative wisdom, and deeply analyzes and grasps the connotation circle and extension circle of the brand, the value of the enterprise and the value of the customer.
2. Brand management runs through every link of brand building, brand maintenance, brand development and extension, and brand reengineering.
3. In brand building, brand communication is the core task of brand management. "Marketing is communication". Only by shaping the most distinctive, active and radical part of the brand image can we touch the core area of the brand and create loyalty and worship for the brand-this is the brand personality.
4. The shaping of brand personality, like embryo transfer, is a highly refined creative communication process, which needs to master and carefully apply various factors driving brand personality as a whole and good brand management methods. In the operation of Seven Wolves, Xinge insists on two basic experiences: creating value by differentiation and planning management space by brand extension. Interact internally and externally to understand brand identity.
Brand equity is the condensation of customer value and consumer value, and it is the process of long-term continuous dialogue between enterprises and consumers, which integrates brand information and customer experience. In other words, the brand has gained its own state, autonomy and identity in communication, which exists in the understanding and memory of the public. Therefore, it is necessary to make a detailed investigation on the special essence of brand-brand recognition, which is the basis of brand privilege formation and brand construction. To this end, Xinge conducted a meticulous 720o brand health check-up on the Seven Wolves brand, starting from the 360o brand connotation circle and the 360o brand extension circle respectively.
By investigating the development process and interacting with dealers and consumers, we can see that:
1. Seven wolves have a wide range of products, but most of them are sold at mid-range prices.
2. Seven Wolves is a local brand in China with high recognition.
3. The popularity of the Seven Wolves began with clothing, which was popularized in the cigarette market and formed a unique brand culture.
In short, after ten years of brand operation, we have got a pure male brand with high brand awareness and higher brand awareness. This is the foundation of the culture and personality of the unique brand of Seven Wolves.
But Xin Ge also found that, like many private enterprises, Seven Wolves Company has a strong sense of brand operation, which has laid a solid foundation for brand trademark preservation, standardized operation and multicultural promotion of brand operation. However, its professional level in specific operation is still low, and it lacks a comprehensive and systematic integration plan and standardized actions, and there are certain deviations and misunderstandings in its consciousness. Therefore, there are considerable obstacles in the communication between brands and consumers, such as weak brand personality and insufficient brand cohesion. The results show that most consumers' cognition of the brand image of "Seven Wolves" is still based on the natural association brought by its brand name, and only stays in the stage of "name memory". Although people know it is seven wolves as soon as they see the logo of seven wolves, or the red logo of cigarettes and the logo of other products. Nevertheless, it is at best a worthless trademark and an identification symbol. And in the brand impression perception test, Xin Ge found a very interesting phenomenon: most consumers' association with the brand "Seven Wolves" is still focused on the carnivorous wild animal "Wolf", but the description of "Wolf" has the same characteristics, completely opposite description: one thinks it has the characteristics of cunning, sinister and fierce beasts; The second is the challenging characteristics of freedom, courage and wisdom. The root cause is the problem of "impression". The name of "wolf nature" is the most undesirable animal feature in Chinese culture. In fact, this is a complete misunderstanding. It comes from a big defect of Han farming culture, lacking a deep understanding of the intelligent movement philosophy of wolves. It is also a direct manifestation of the duality that Jinjiang people, the origin of the seven wolves, left a deep impression on the Chinese people in the early stage of development. Fortunately, through more effective communication and exchange, the minds of consumers (especially the target consumer groups) have a deeper acceptance space for the male brand culture advocated by the Seven Wolves, and even can embrace the brand personality with more distinct connotations. Therefore, the urgent task of brand management of Seven Wolves is to enhance the original marketing mentality, enhance the brand personality of Seven Wolves, make the brand highlight a certain form of people, and make the brand treat customers faithfully.