Seven Wolf 2021 Half Year Report: Revenue Exceeded 1.542 Billion, Net Profit Exceeded 82.7023 Million

　　 On August 18, the seven wolf brand strategy conference was held. The press conference announced that seven wolves will open a new era of fashion on the road of Chinese jacket leader; The seven wolf financial report, which was released immediately, confirmed the arrival of this era from the data.

Seven wolf "China jacket China seven wolf" strategic Conference

　　 On August 20, seven wolves (002029. SZ) announced its financial report for the first half of 2021, with a total operating revenue of 1.542 billion yuan, a year-on-year increase of 13.88%; The net profit was 82.7023 million yuan, up 214.15% year on year; Net profit after deducting non profit was 82.1347 million yuan, with a year-on-year increase of 17375.63%. If compared with the first half of 2019 before the outbreak of the epidemic, the net profit of seven wolves after deducting non-profit increased by 20%, which can be seen from the steady development pace. At the same time, seven wolf continued to strictly control the sales expenditure. In the first half of 2021, the sales expenses increased only by 7.89% to 343 million yuan year-on-year, and the main increase was for advertising and publicity expenses.

　　 With the negative factors of the epidemic gradually dissipated and the upsurge of domestic goods consumption continued to rise, the prosperity of China's clothing industry continued to rise. According to the data of China Textile Information Center, in the first half of 2021, the total turnover of 46 textile and garment specialized markets (including market groups) monitored by the circulation branch reached 596.700 billion yuan, an increase of 43.93% year-on-year and an increase of 11.52% over the same period in 2019. Among them, the turnover of 35 markets increased year on year, accounting for 97.76% of the total turnover, with an average growth rate of 49.41%; The turnover of 11 markets decreased year on year, accounting for 2.24% of the total turnover, with an average decline of 44.68%.

　　 Of course, with the vigorous development of the market, the competition in the same industry is becoming increasingly severe. The remarkable achievements made by seven wolves in the first half of this year are inseparable from its brand concept and unique creative and innovative products. Seven wolves, who have been working hard for 31 years in China's eggplant, continue to make efforts in this track, helping its performance to stay in the forefront of the industry, "the king of jacket" is worthy of its reputation.

　　 After a few years, the audience of septenaeus brand has been expanding and showing a trend of age diversification. As China's earliest men's jacket brand, what did septenaeus do right?

　　 Any successful enterprise is inseparable from the success of Mingdao (Corporate Culture), taking advantage of power (industry trend) and excellence (Methodology). From these three dimensions, we can more clearly see how the seven wolves have become the "king of jacket" step by step in the past 31 years.

　　 Tao: the refining record of wolf culture, continuous development and continuous iterative evolution

　　 Looking at China's clothing industry, different from some clothing brands which have experienced a lot of twists and turns, seven wolf has a clear positioning at the beginning of its establishment, always focusing on the major categories of men's wear, and focusing on the subdivided categories of jacket. When consumers think of the seven wolf brand for the first time, the label of "men's jacket" appears in their heads, and the brand positioning is clear, This has also created the seven wolves in a row 21 years eggplant market share first good results.

Septenaeus ranked first in the market share of eggplant for 21 consecutive years

　　 Of course, an excellent brand is not only relying on a slogan and a symbol, but also the spiritual connotation deeply rooted in the hearts of the people is the king way to enhance consumer loyalty and stickiness. As a patriotic and loving party enterprise, seven wolves announced the official opening of the "red wolf house" on the 31st anniversary of its establishment in June this year, inheriting the red temperament and strengthening the sense of purpose of "serving the people". In July, seven wolf was listed in the special issue and cover of China Economic Weekly's Centennial founding of the party. In an interview, seven wolf, the chairman of the board of seven wolves, said: "wolf is a symbol of brand attitude: fighting hard, advancing bravely and working in a team."

"Red wolf house" (Party building hall) opened

　　 Focusing on men's wear, the seven wolves, with "more than one side of men" as its core proposition, creates and adheres to the wolf fighting culture, and penetrates social responsibility into every step of enterprise development. At the same time of creating high-quality fashion and design, we should try our best to reduce environmental damage and implement the purpose of animal protection. Through the series of "being the guardian of Ta", septenaeus has been persistently practicing the responsibility and mission of the current clothing industry for environmental and animal protection.

Seven wolves and Yunnan Green Environment Development Foundation launched strategic cooperation

　　 Starting from March 2020, seven wolves and Yunnan Green Foundation launched public welfare cooperation, and launched the "nature Guardian series T-shirt" for the first time. In March this year, the two sides jointly participated in a comprehensive visit to the mangxing River pheasant langur reserve in Mangshi, Dehong, Yunnan Province. After the rainstorm in Henan Province, seven wolves donated 10 million worth of materials to the disaster stricken areas at the first time, and organized the seven wolves rescue team to go to the front line for material allocation and distribution, reflecting the national brand's home feelings.

Seven wolves donated 10 million worth of materials to the disaster stricken areas of Henan Province at the first time

　　 With a long-term sense of brand mission to actively undertake social responsibility and excellent performance in the field of public fashion innovation, seven wolves won the "2020 responsible Brand Award" and "2020 Public Innovation Award" in the 10th China public welfare Festival.

Seven wolves won two awards in the 10th China public welfare Festival

　　 Every step taken by septenaeus in the past few decades tells the world that the appearance and style of fashion can be constantly innovated, but the eternal connotation and brand tone is the best display of corporate culture.

　　 Potential -- the power of aesthetic discourse has gradually spread to the East, and Chinese jacket has established cultural confidence

　　 Seven wolf can continue to lead the industry, thanks to its grasp of the industry trend, innovation.

　　 In recent years, with the continuous enhancement of China's national strength, Chinese people's cultural self-confidence is also growing. In the field of consumption, the power of aesthetic discourse has gradually spread to the East, and consumers' sense of identity and national pride towards Chinese brands have become the main logic of generation Z consumption. With Chinese jacket as anchor point, septenaeus has built up cultural and brand confidence.

　　 With China's cultural self-confidence and Chinese aesthetics going further to the world, Chinese clothing brands also ushered in a huge opportunity to rise again and to the world stage. The data shows that in the past decade, the average compound growth rate of China's men's wear industry is 6.82%, increasing to nearly 600 billion. The country is in the new stage of development, and proposes to "accelerate the formation of a new development pattern with the domestic big cycle as the main body and the domestic and international dual circulation promoting each other". This is a major development opportunity for domestic brands. With the continuous improvement of national self-confidence, it is an irreversible long-term trend for domestic brands to replace imported brands, and the market share of domestic brands will accelerate to rise.

　　 The current main consumer force, generation Z, has a growing sense of identity with national brands. With the gradual rise of their consumption capacity, Chinese brands can be said to be ushering in a highlight moment. While the seven wolves focus on inheriting the classics, they seek innovation and change, and make efforts to develop young racetracks.

　　 According to the survey data of iResearch, 80 and 90 grew up in the era of rapid economic growth and rapid improvement of people's cultural level, and they have higher demands in material and spiritual aspects. After the 80's and 90's become the main consumption force, the trend of consumption upgrading is more and more obvious, the brand awareness is strengthened, and the requirements for the quality of goods are improved. Among them, the clothing field is the consumer area that the Z generation people focus on, the proportion of attention is close to 50%, and their consumption expenditure in the field of clothing accounts for about 10%. In terms of consumption concept, generation Z pays more attention to the spiritual core, not focusing on big brands and luxury goods, but hoping to conform to their own aesthetic and express their own characteristics.

　　 Based on the accurate analysis of the target customers of the post-80-90 generation, septenaeus shows the marketing track of becoming younger, more scene oriented and more attitudinal, and embarks on a new road to reshape brand vitality. In recent years, septenaeus has been committed to exploring the attitude of young people. It not only launched a series of young fashion products and brands, but also established a China jacket fashion trend research center with the Chinese Designers Association to unite designers, explore the combination of design and function, and lead the development of fashion trends. For example, in the "Wolf Totem" series, the seven wolf hired international designers to design independently, and organically blended the traditional Chinese culture with the new fashion of young people.

　　 The new spring and summer 2021 series launched by septenaeus this year aims to "guard? The theme of symbiosis, such as "domineering president" Mingdao, "dream chaser" Bai JUGANG, "sincere and unruly" Ruan Jingtian, "resolute and tenacious" Zhang Yi, and "sweet and cool boy" Wu Jiacheng, etc., all of them have chosen the seven wolf spring and summer series jacket. Their interpretation of the seven wolf jacket not only gives brand-new vitality to the brand concept of "men are more than one side", but also highlights the different personality and background color of young men. In the autumn and winter of 2021, the seven wolves continue the concept of "animal protection" to explore the infinite possibility of male spiritual power with jacket as the carrier and nature as the context. Seven wolf adopts the age-free, fashionable and sustainable way of thinking, and talks with young people in the way and context they are willing to accept, so as to upgrade the brand younger.

Stars play the seven wolf jacket

　　 In addition, seven wolf also stresses innovation in marketing, play a new height. In the past father's day, many brands have carried out festival marketing, but the cross-border marketing of septenaeus and Shuke is unique. Through brand linkage, we can convey love to the audience. We should start from understanding father, and then use the product advantages of the brand to launch joint brand gift box. This quickly aroused the emotional resonance of young groups and even fathers, enhanced the secondary communication, pushed Shuke and qipilang to the mental level of consumer cognition and emotion, refreshed the inherent impression of users on the brand, promoted the interaction between brands and consumers, and opened a new pattern of cross-border marketing.

Seven wolf x Shuke's "Dad is more than one side" co branded gift box

　　 As a large-scale private enterprise in the field of clothing, shaping corporate culture and keeping up with fashion trends are the inevitable elements of success. However, whether the brand can last for a long time still depends on the products. Relying on excellent product quality, outstanding innovation, forward-looking and strong brand social influence, seven wolf won the 2021 outstanding marketing Creativity Award and 2021 outstanding quality product award in 2021 international quality Festival and global consumer leadership summit with the theme marketing case of "wolf series" and "being the guardian of Ta". Whether it's generation Z, generation Y of 80 or 90, or business people of the Post-70s who advocate classics, the current products and experiences of seven wolves can meet the diversified age levels, and better interpret the saying "men are more than one side.".

Seven wolves won the "2021 outstanding marketing Creativity Award" and "2021 outstanding quality product award"

　　 Technology -- multi dimensional strategy to build hard core "Chinese jacket"

　　 In addition to making great efforts in the product aspect, the online and offline Omni channel layout is also the key work to be strengthened by septenaeus this year. For online channels, seven wolf mainly focuses on live e-commerce and community e-commerce, expanding new e-commerce channels such as xiaohongshu, wechat mall and Shuo Yin, and plans a series of marketing activities for emerging channels to continuously expand the audience. Seven wolves follow the trend, on April 20, 2021, electric tremor, launched the theme of "wolf type dynamic renewal I" national cross dressing task, unlock the new high-level marketing methods, and rave about 1 billion + broadcast. In the Shuo Yin clothing shoes and hats brand list, seven wolf also directly rose from 13 to 2, a new height of "circle powder". In April this year, we won the 2021 outstanding marketing Creativity Award for our theme marketing case. This marketing program makes seven wolves leap from 13 to 2 in the shuoyin clothing, shoes and hats brand list.

#A case study of theme marketing

　　 According to the financial report, the online channel revenue of seven wolves was 638 million yuan, up 7.17% year on year, accounting for more than 40% of the total revenue, and the gross profit rate was 36.77%. Among them, the transaction amount from tmall was 144 million yuan, and that from Jingdong was 66.3622 million yuan; The transaction amount from vipshop was RMB 143.6 million.

　　 With the transformation of the overall sales model of the clothing industry, the physical store has changed from the traditional sales channel to a window to provide customer experience and show the brand image. With the unique terminal image vision such as boutique club, septenaeus can get through the influence of the whole platform and firmly grasp the private traffic. Recently, seven wolf announced to launch the terminal optimization strategy in an all-round way, and said that "image strategy is the spiritual core of brand development". It will complete the optimization of all terminal stores within two years, and launch more than 200 "jacket home" experience stores. To optimize the structure of online and offline sales and experience channels, seven wolf not only wants sales, but also allows customers to enjoy the ultimate service and experience.

Seven wolf boutique club image shop

　　 Shortly after the closing of the Tokyo Olympic Games, seven wolves announced at the Strategy Conference on August 18 that Su Bingtian was signed as the brand spokesman. Su Bingtian, who entered the men's 100m final, has become the "new top stream" pursued by the younger generation with the spirit of constantly breaking through the limit and never giving up, which connects the national sports enthusiasm and national pride. Zhou Shaoxiong, chairman of the board of seven wolves, said that Su Bingtian is the pride of China and Asia, and his pursuit of the ultimate spirit is very consistent with the seven wolves. Like Su Bingtian's ten years of continuous improvement, septenaeus also has this indomitable spirit. For decades, it has focused on men's wear, jacket and creating classic quality enterprise development path, which makes Chinese men's fashion move to a higher stage.

　　 At the same time, seven wolf and china.com, Xinhua News Agency "China famous brand" magazine, publicity and education center of the Ministry of ecological environment and China Fashion Designers Association jointly launched a deep cooperation strategy, focusing on the core categories of jacket. Seven wolves hope to rely on their past years of steady experience to create a "Chinese jacket" card.

Chinese eggplant, Chinese seven wolf brand strategy starts

　　 Seven wolves for the future development path, also has a clear strategic layout. At the strategy conference just past, Zhou Shaoxiong, chairman of the board of directors, said: "in the future, seven wolves will focus on the core of" Chinese jacket "and carry out strategic layout from four aspects: cultural strategy, sustainable development strategy, fashion youth strategy and image upgrading strategy. In terms of cultural strategy, the content and products should be perfectly combined to show the Chinese attitude and carry forward the positive social energy; In the aspect of sustainable development strategy, the environmental protection concept is integrated with aesthetics through series of environmental protection products, and fashion products are used to arouse people's awareness of protecting animals and nature and environmental protection consumption habits; In terms of the strategy of fashion youth, we should take the fashion trend as the leading factor and combine the design strength of global designers to explore the perfect combination of fashionable aesthetic elements and functional scientific and technological products to lead the development of the trend of eggplant fashion; In terms of image upgrading strategy, the project of new terminal image will be launched comprehensively, the channel structure will be optimized, and the channel image will be improved. All terminal stores will be upgraded and reconstructed within two years“

　　 It's only 30. The future can be expected

　　 For 31 years, the company has been making profits continuously and the brand has been evergreen. Seven wolf has always maintained the spirit of "enterprising" and "indomitable". Since the beginning of this year, septenaeus has been recognized by the market and consumers in many fields.

　　 In March 2021, seven wolves won the honor of "advanced unit of standardization work" in the 2020 annual meeting of national clothing Standardization Technical Committee and Standardization Technical Committee of China clothing association; In June 2021, seven wolves won Ruili's "men's fashion Leon" fashion jacket brand award of the year, and continued to be the first in the subdivision category. According to the statistical results of 2021 (the 29th) China market jointly sponsored by the China Federation of Commerce and China National Business Information Center, the seven wolf jacket has ranked first in the comprehensive market share of similar products for 21 consecutive years (2000-2020) and the first in 2020. At the 10th CFS financial summit, a large-scale event brand jointly created by many domestic financial and mass media, seven wolves won the "2021 (industry) influence brand" award, and Zhou Shaoxiong, chairman of the board, was awarded the "2021 (industry) influential person". These are the affirmation of quality design and brand influence of seven wolf products.

　　 In the post epidemic era, China's economic recovery rate is still leading the world. With the increasing difficulty of epidemic prevention and control in other regions, many overseas orders have returned to China, promoting the high prosperity of China's clothing industry. As the fashion leader of Chinese jacket, seven wolf is China's first men's clothing listed company, which has a good record of continuous profitability since its establishment. The growth of performance and the improvement of overall business in the first half of 2021 not only benefited from the improvement of the epidemic situation and the recovery of consumption in 2021, but also could not do without the clear development strategy of seven wolves, which continued to deepen the main clothing industry. In the future, seven wolves will continue to write the industry legend with strength, constantly refresh the definition of men's jacket with continuous product innovation and style breakthrough, lead China's jacket to the international stage and convey China's attitude to the world.