A few days ago, it was learned from Seven Wolf Company that Seven Wolf Company planned to publicly issue 30 million shares and raise 600 million yuan for investment and sales network upgrade projects. The upgrade project is mainly to build life halls, flagship stores and specialty stores in major cities in China.

Fundraising 600 million opened near Qianjiadian

The reporter learned that the board of directors of Septwolves (002029) passed the "Proposal on the Company's Accordance with the Application for Public Offer of Shares" and "Proposal on the Company's Public Offering of Shares in 2007". According to the announcement, the number of shares issued this time will not exceed 30 million shares and will be issued online or offline.

It is reported that seven wolves this additional issuance of about 600 million yuan to raise funds for investment company sales network upgrade project.

It is understood that the project plans to develop 20 Septwolves Men's Living Centers in regional sales center cities such as Beijing, Shanghai, Guangzhou, Fuzhou and Xi’an, as well as supporting the expansion of 200 Septwolves flagship stores and 600 Seven Wolf shops. The project has a total investment of 88.458 million. Yuan, which invested 68.258 million yuan in fixed assets and related decoration costs, and the initial working capital of 222 million yuan.

Wu Xingqun, deputy general manager of Seven-Wolf Group, told the reporter that this was a big move for Seven Wolves to optimize the layout and structure of the company's apparel sales network in order to enhance the image of the product sales terminal.

Full expansion to first-tier cities

To build a two or three thousand square meter living museum in a large-scale first-line city requires tens of millions of yuan, and it takes high costs to build more than 800 stores. What is the intention of the seven wolves to expand expansively?

Wu Xingqun told reporters that at the same time launch life hall, flagship store, store, through the three different combinations of stores can better reflect the end of the seven wolves's image.

In addition, taking into account the factors of the off-season, seven wolves have chosen central cities in North and South China to carry out “all-round” attacks. According to Wu Xingqun’s introduction, Shenyang, Xi’an, and Wuhan were selected in the north, Guangzhou, Kunming, and Chengdu were selected in the south, and Fujian and Fuzhou were the main cities in Fujian.

“Occupying the center city will make the brand's visibility and growth more powerful, and on the basis of occupying the second-tier cities, it will be fully prepared and will expand to the first-line central cities on the basis of feasible market survey results.” Wu Xing The group said that seven wolves will cooperate with this expansion.

According to reports, in addition to television advertising, seven wolves will use social public relations, public welfare activities and other forms of sponsorship, will also be based on regional differences in different methods of publicity.

Brand culture is the foundation

Wu Xingqun said that the propaganda of the brand culture that Seven Wolf had always insisted on laid a good foundation for the expansion of the first-line central cities.

The difference from Jinjiang’s peers is that the advertising placed by Seven Wolves on the CCTV promotes brand culture more.

"The 'man has a lot of faces' series of advertisements is a refinement of the seven wolves to the male culture, conveys the brand's values, and plays a role in accumulating cultural content for the seven wolves' expansion to first-tier cities." Wu Xingqun said that the garment industry is fashionable. The industry is demanding to surpass the thinking of apparel products. At present, the goal of seven wolves is to be a dress consultant and life consultant for men.