Seven Wolves Goal: From Subversion To Change.

"Since last year, you have noticed that there are a large number of shops closed in the clothing industry. It is a common thing to close the store. We have three hundred or four hundred stores closed every year because of a variety of reasons, but the volume has increased in the last two years.

The real problem is the shortage of stores, the impact of the economic environment and online, coupled with the rising cost of staff and rents, many agents are reluctant to shop again, and the downturn on the line makes us have to consider the pformation.

At the beginning of the interview, Zhao answered the question that I had been thinking for a long time.

"The pformation of traditional enterprises and the embrace of the Internet age is a gigantic project. What kind of company may eventually become a company does not know that the seven wolves want to start their own business and separate the pride network from the water.

It is painful for a company to go through such a course. It is not easy for a company to recognize its own problems and change it. "

In 2014, the seven wolves really realized that bottlenecks were encountered in the development. For this reason, the Chinese investment was set up to separate and operate separately.

At the beginning of my career, I put forward the goal of eight words: "subverting the ordinary and finding the ultimate."

But what we really do is to develop. In fact, subversion is not ordinary but subversive. "

Zhao believes that the clothing industry, not to mention subversion, is difficult to change: there is a lot of futures and mass customization, it is very difficult to achieve the ultimate category.

The rapid response of Internet products and the practice of small batch supply are very demanding for the huge supply chain of the apparel industry.

The Internet sells things very lightly. It is very important to go deep into it. It is impossible to rely on more than ten people.

We choose light products in heavy products.

This category only does several paragraphs, and the supply chain is shortened. It is very small and light, so I can change this time.

After the lighter, there are various kinds of play in front.

Everyone is saying that the traditional business ship is sinking. What should we do? Do we sink together? The seven wolves put down the sampan and we may go faster.

ask about

When it wasn't easy to do O2O, Zhao gave the answer: "why can't the clothing industry do O2O? Sixty or seventy of Taobao and Tmall are clothing, but they can't do O2O.

It is because the way of profit sharing and the system built at the beginning are not the O2O mode. Online and offline are fragmented. Headquarters and agents are fragmented. Agents are separated from distributors or consumers. Such a way can not achieve O2O.

Take seven wolves for example.

3000 clothes, one of the clothes should be divided into different colors, one year, almost 9000 different clothes.

The seven wolves have two orders for spring and autumn every year. The design of clothes was basically fixed a year ago, and began production half a year ago.

"Then how do you say traditional enterprises change? Unless it is suicide, there is no way to achieve rapid iteration with the Internet and make changes from the needs of consumers, so it is very difficult for traditional enterprises to pform themselves."