Seven Wolves: From "Wholesale" To "Retail"

2 billion 920 million yuan, an increase of 32.89%, which is the 2011 Fujian seven wolves industrial Limited by Share Ltd (hereinafter referred to as "seven wolves") operating income. The 2011 Annual Report, which was disclosed by the company, showed that the company benefited from the efforts of overall consumption growth and internal operation. The company's operating income in 2011 has achieved good growth, with a net profit of 412 million yuan, an increase of 45.61% over the previous year.

Terminal store area increased by 50 thousand M2

It is reported that in 2011, seven wolves accelerated " Retailing The "process" will help the weak market, seize the blank market, consolidate the dominant market, ensure the sales revenue growth through extensive expansion, while maintaining the stability and effectiveness of the terminal channel.

In terms of traditional channel expansion, last year, there were 451 net terminal outlets for seven wolves, of which 309 stores were added by way of affiliation, and 142 stores were added directly to the camp. The total number of outlets increased by about 50 thousand square meters. By the end of last year, the company had 3976 terminal channels.

On the basis of maintaining the dominant position of the second tier cities, the company has stepped up its investment in the three line and three tier cities, which accounts for about 49% of the newly opened shops in the reporting period. At the same time, on the basis of the strong street shops, the shops in the Department stores and the city commercial plaza have also become the focus of the company's efforts. By the end of 2011, the two part of the channels accounted for 30% of the total number of the company's channels, and the proportion has improved. Seven wolves disclosed.

And in the new channel On the other hand, the scale of e-commerce of the seven wolves has expanded rapidly. Last year, the sales revenue reached about 100 million yuan, and the increase was large.

Fine management accelerates "retail"

Last year, the seven wolves company focused on "meticulous management" to improve the defects of "wholesale" enterprises, to achieve strategic spanformation to "retail oriented" enterprises, and to increase sales revenue while protecting the company's strategic spanformation.

Seven wolves strengthen product planning, fine-tuning product strategy, launch the "black label" series on the basis of the original "red label" and "green label", and enhance product salability. At the same time, brand building absorbs the views of commodity planning, and according to the requirements of commodity planning, timely launch corresponding brand propaganda activities, express product ideas, and strive to enhance the interaction between brand building and commodity planning and terminal marketing, and effectively achieve brand landing. This will straighten out the value spanmission between the product brand terminal and realize the good interaction between the three.

During the period of channel expansion, in order to fit the adjustment of product strategy, the seven wolves redesigned the channel according to the product, according to different channels for different product systems, sold the mainstream products in the core area, instead of opening the factory store selling products in the core area, so that the channel and product fit degree was strengthened. At the same time, the company launched the three year planning project to assist agents and dealers to clarify their positioning, laying the foundation for their channel layout and performance promotion in the next three years.

"The smooth progress of the series reform ensured the company's" wholesale "to" retail "strategy. Transformation The success. " Seven wolves said.