The Septwolves Group consists of "Fujian Septwolves Industrial Co., Ltd.", "Fujian Septwolves Investment Co., Ltd. (2000)", "Septwolves (Sichuan) Brewing Co., Ltd." and "Fujian Septwolves Shoes Co., Ltd. ", "Jinjiang Septwolves Software Development Co., Ltd." and many other companies. At present, the company's headquarters covers an area of ??39,800m2, with a construction area of ??26,500m2 and more than 1,800 employees. It leads the development, production and sales of clothing, involving various industries such as shoe industry, wine industry, watch industry, real estate development, financial investment, trade and so on. It is a comprehensive company with brand management as its core and diversified operations.
The core enterprise of the Group Co., Ltd. "Septwolves Industrial Co., Ltd." is a large-scale enterprise that operates Septwolves brand men's casual wear. It is a high-tech enterprise recognized by the Provincial Department of Science and Technology. It has an advanced and fast product research and development center, advanced computer automated production equipment, international standardization, and a closed industrial park. Its products have novel styles, exquisite fabrics, and exquisite craftsmanship. It is known as the "King of Jackets" and is currently the leading men's clothing brand in China. Representative of casual wear. The company currently has five marketing branches in Shishi, Shanghai and Fujian, as well as more than 1,000 franchised stores, special halls and counters with a unified image and standardized management, and more than 1,200 sales outlets in 32 provinces and cities across the country. In 2000 and 2001, statistics from the China National Commercial Information Center determined that "Septwolves Jacket (casual wear) comprehensive market share" ranked first among similar products, and won the "2001 Most Popular Clothing Brand among Chinese Consumers" No. 1", "Septwolves" casual wear has become a leader in China's men's wear consumption trends. After years of careful management, the brand diversification management strategy with the core of the apparel product industry has achieved great success. The "Septwolves" brand has become the spokesperson for modern men's fashion life. "Septwolves" has been widely praised and loved by all walks of life. In 1992, "Septwolves" won the first batch of "Fujian Province Famous Trademarks" and obtained the comprehensive quality compliance certificate from the Ministry of Agriculture; in 1994, it was rated as "National Product Quality Supervision and Spot Inspection Qualified Enterprise" "; In 1996, the clothing brand value alone was assessed to be 249.7 million yuan; in 1998, "Septwolves" was once again awarded the title of "Fujian Province Famous Trademark"; in 1999, it was awarded the "Influence on Chinese Clothing" representative enterprise to participate in Beijing's "2001/2002 Autumn and Winter China" Clothing Trends" and successfully held the "Septwolves Casual Wear Special" press conference; in April 2001, "Septwolves" won the title of "Top 100 Enterprises" in the national clothing industry in 2000; in February 2002, "Septwolves" was regulated by the National Industrial and Commercial Administration It has been recognized as "China's Well-known Trademark" by the Bureau of Trade and Industry, and so far, "Septwolves" has received more than 100 honors.
The Septwolves Headquarters Industrial Park, which is currently constructed and designed in accordance with national management standards, has completed the first phase of the project and been put 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 welcome the international Competition and challenges, in the next three years, we will accelerate the pace of development of Septwolves, promote the strategic integration of brand management and capital operation, and achieve new leaps and bounds.
Ten years of forging - Septwolves, a success story
Septwolves was originally a regional clothing brand in Fujian. From the Septwolves men's jacket in 1990 to today's well-known Septwolves men's brand system - clothing, cigarettes, beer industry, leather goods, tea, liquor, Septwolves Group Company has gone through a ten-year journey. In the course of ten years of development, Septwolves Group has taken clothing as its leader and continuously explored a diversified, collectivized and modern enterprise development path. The Septwolves trademark was officially registered in 1989 and has been registered in multiple industries and dozens of countries and regions. In 1993, the group fully introduced CIS and successfully operated it. By 1996, the intangible assets of the Septwolves brand had been assessed at 244.9 million yuan. At the same time, the Septwolves high-end cigarettes jointly launched with Jinjiang Tobacco Monopoly Bureau and Longyan Cigarette Factory also achieved great success. In 1997, Septwolves Liquor Co., Ltd. was established, realizing the second major change in cross-industry operations. In 1999, "Septwolves" was rated as one of the top ten men's clothing brands influencing the Chinese clothing market, and the franchise model was successfully operated.
In 2000, Septwolves Development Co., Ltd. was established, marking the advancement of Septwolves as a modern enterprise with standardized operations. At the same time, it entered the liquor market and planned to launch Septwolves liquor, which was successfully launched. 720° Brand Management System - Xinge’s perspective and tools
Since 1997, Xinge and Concept Zone have been interacting with the Seven Wolves, using the 720° brand management system. to provide innovative wisdom for the operation of the Septwolves brand. Grasp the essence of the brand, grasp the brand personality, and successfully operate the brand assets of Septwolves.
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 and comes from the integration and interaction of brand customer value and corporate value. Therefore,
1. Consumers, the company itself and the work unit are the three major organizational work elements of brand management: brand management effectiveness requires effective organization and management, internal and external interaction, and the brand work team continuously provides Innovative wisdom, in-depth analysis and grasp of the connotation and extension circles of the brand, the value of the enterprise and the value of the customer.
2. Brand management work runs through every aspect of brand building, brand maintenance, brand development and extension, and brand reconstruction.
3． In brand building, brand communication is the core task of brand management. "Marketing is communication." Only by creating the most differentiated, active and radical part of the brand image can we touch the core areas of the brand and create loyalty and admiration for the brand - this is brand personality.
4. Brand personality creation, like embryo transplantation, is a highly sophisticated creative communication process. It is necessary to comprehensively grasp and carefully apply the various factors that drive brand personality, and use good brand management methods. In the operation of Septwolves, Xinge adheres to two basic experiences: differentiation creates value, and brand extension planning and management space. Interact internally and externally to understand brand identity
Brand equity is the aggregation of customer value and consumer value. It is the long-term continuous dialogue between enterprises and consumers, integrating brand information and customer experience. process. That is to say, the brand obtains its own status, autonomy and identity through communication, which exists in the public's understanding and memory. Therefore, it is necessary to continuously conduct detailed investigations on all aspects of the brand's special essence-brand identity. It is the basis for forming brand privileges and thus brand building. To this end, Xinge conducted a detailed 720o brand health diagnosis on the Septwolves brand, starting from the 360o brand connotation circle and the 360o brand extension circle.
Through the investigation of the development process and interactive communication with dealers and consumers, we can see:
1. Septwolves has a wide range of products, but most of them are sold in the market at mid-range prices. For sale on.
2. Septwolves is a Chinese local brand with high recognition.
3. The popularity of Septwolves started from clothing and was promoted in the cigarette market, forming a unique brand culture.
In short, after ten years of brand operation, we have obtained a purely male brand with high brand awareness and greater brand identity. This is the foundation of Septwolves’ unique brand culture and personality.
However, Xinge also discovered that: just like many private enterprises, although Septwolves has a strong awareness of brand operation and has laid a solid foundation for the brand's trademark value preservation, standardized operation, and multi-cultural promotion of brand management, it has The professional level in specific operations is still low, there is a lack of complete and systematic integrated planning and standardized actions, and there are certain biases and misunderstandings in awareness. As a result, there are considerable obstacles in communication between brands and consumers. The brand personality is not strong and the brand cohesion is insufficient. As a result, the survey found that most consumers' perception of the "Septwolves" brand image is still based on the natural association brought by its brand name, and only stays at the "name memory" stage. Although people will know it is Septwolves as soon as they see the logo of Septwolves, or the red logo on cigarettes or other products. Nonetheless, it is at best a worthless trademark and symbol for identification.
And in the brand impression perception test, Xinge discovered a very interesting phenomenon: most consumers' associations with the "Septwolves" brand are still focused on "wolves", carnivorous wild animals that live in groups, but they have no idea about "wolf nature". However, the same characteristics appear in the descriptions, but completely opposite descriptions: one believes that it has cunning, insidious, and ferocious animalistic characteristics; the other believes that it has challenging characteristics of freedom, bravery, and wisdom. The root cause is the problem of "impression". The name "wolf nature" is the most undesirable trait in animal nature in Han nationality culture. In fact, this is a complete misunderstanding. It comes from a major flaw in the Han nationality's farming culture, which lacks understanding of wolf nature. A profound understanding of the wolf's philosophy of intelligent movement; it is also a direct reflection of the dual nature of the Jinjiang people, the place of origin of the Seven Wolves, who impressed the Chinese people in the early stages of development. Fortunately, after more effective communication and dissemination, consumers (especially target consumer groups) have a deeper acceptance of the male brand culture advocated by Septwolves, and can even embrace a more distinctive brand personality. Therefore, the top priority of Septwolves brand management is to improve the original marketing acumen, enhance the brand personality of Septwolves, make the brand highlight a certain form of people, and make the brand and customers loyal to each other.